Daniel Eizans: Content Strategist, Geek

For the first time in my professional career, I took a pretty big leap. I told a room full of very, very smart user experience professionals at Internet User Experience 2010 that I believe content strategists are not doing enough to adequately prepare for the next big thing. I also mentioned that I believe that Context, not content, is the real king when it comes to the web.

I’m happy to report that my thoughts and early stab at setting up the foundation for Context Strategy were both well received (see slides below).

Still, I’d like to reiterate that this process still needs refining and that we need to start finding better ways to account for personal behaviors (personal behavioral context) and personal situations (personal situational context) in order to take content strategy to the next level. When we combine personal behavioral and personal situational contexts we have the basis for what we’d potentially need to create a contextual based content strategy.

My next steps are to start exploring fields for content audits and persona development to begin accounting for context, while researching tools (including Eye Tracking, Functional MRI and biometric data) that can be synthesized on a project by project basis. Like I say in my presentation, I really need help formulating this discussion to get to a place where we can all start creating more meaningful content for users on the Web.

Comments on my presentation or the idea of Contextual Content Strategy in general are more than welcome. Let’s hash this thing out people!

I’m very excited to be able to announce that I’ll be a presenter in the Content Strategy sessions during the sixth-annual Internet User Experience Conference this July. While I’m speaking as a member of the content strategy community, I’ll be providing a heavy dose of context as the focus of my talk will be “Context as a Content Strategy.”

Basically, my presentation will attempt to shine more light on content’s oft overlooked spouse, context.

As web designers and user experience professionals we are all aware of the importance of content and we consider how this material is used, but more often than not we don’t consider what actually makes it up. Is the material too difficult to understand? Have we provided adequate background information on the topic? Is there another piece of content (even if this content doesn’t belong to us) that helps to support it and give it relevance?

These are the questions all content strategists and content developers need to begin considering prior to the onset of production. In order to achieve this process, content strategists and site owners must begin to be more critical of content during heuristic reviews, content audits and gap analyses to account for contextual improvements that will make content more relevant for visitors.

My IUE presentation attempts to begin to define how content strategists can evaluate and plan for content through a more specific contextual lens through examining how the brain processes, accesses and stores information and what factors content strategists can begin to consider when planning for supporting content and creating deeper, more meaningful content plans across multiple devices (iPad, Smart Phone, Laptop, Desktop, Etc.).

If you’re not familiar with IUE, the multi-day event covers most aspects of web site design and strategy, including user experience design, graphics, branding, social networking, accessibility, effective web writing, the migration to mobile, and enhancements that drive customers to your site.

I’m absolutely honored to have my own little spot and will be joining a panel discussion on content strategy as well with a bunch of smart cookies that include Chris Moritz (digital content strategy manager at C-E, Shauna Nicholson and many more. If you’re interested in attending my talk, I’ll be speaking Monday, July 26 (time is still TBD). Following my presentation will be the content strategy/content management panel. I’ll announce those details as I get them.

There’s still time to register, and if you can make it, you’ll no doubt be treated to a lot of interesting talks and learn a whole lot more about some really innovative things going on in the digital space.

Hope to see some of you there!

A little over a week ago the Detroit Free Press and The Detroit News made major changes to their product offerings and moved to a limited home delivery.

And while the The Detroit Media Partnership changes are not even a month old, I’m of the opinion that the bold and forward thinking moves that leadership has made are among the most important (if not the most) experiments with journalism going today.

What the Detroit papers have done is revolutionary. It’s a real roll of the dice when it comes to their business models. Where every other newspaper going defunct is moving to an entirely digital approach, slashing its staff and reducing coverage areas, David Hunke and the Media Partnership are staying the course, committed to keeping two newspapers in Detroit, keeping their staffs as robust as possible and continuing the tradition of thorough, deep reporting – and they’re doing it and still PRINTING, 7 days a week.

So why is that such a great thing? The former journalist in me thinks this is the best option, because it provides two different sides to every story, allows Detroit to be one of the few cities in America to provide printed newspapers 7-days a week and keeps the integrity of news intact.

I’m ecstatic there’s still a print edition and two full editorial staffs, because while I’m definitely more of a digital guy, most blogs don’t have the same standards for reporting the news, or industries that journalists do.

Sure, I’ll read Jalopnik for car reviews, some rumor about the auto industry, etc., but those guys just don’t have the connections of the Freep or the News. I want the analysis, journalistic integrity and the experience that those papers bring to the table. Trained journalists are irreplaceable in my humble opinion, and it’s nice to know I can still pick up my copy at a newsstand and hop a plane with it. For me, I still pick up a newstand copy of the paper and use the mobile versions and web sites to consume my news, but there are options for just about EVERY delivery method.

The five major keys to that made this move a good one:

1. Both the Freep and The News are still printing 7 days a week

2. Home delivery still occurs every Thursday, Saturday and Sunday

3. Subscribers have access to an E-Edition, an exact replica of the daily printed edition that features interactive ads and various visual formats

4. Both papers were able to continue their normal publishing cycle and plan with minimal impact to newsroom staff. (Journalists keep their jobs, Detroit continues to be a two newspaper town and journalistic integrity remains intact)

5. Plans were announced to begin delivering the newspaper to the Kindle and a new E-reader device being developed by Plastic Logic. Freep.com, Detnews.com and both newspapers mobile sites remain free of charge.

What remains to be seen is how the papers will react to suggestions of its readers, or if the digital editions will be as consumed as the print editions, but based on some of the commentary I’ve seen, the defectors are more few and far between. I’ll be curious to see if any other major cities follow Detroit’s lead, because I believe the moves are really smart, albeit a bit risky. I’m just glad to know the papers I love didn’t lay down and die a slow and painful death.

Photo: Sanja Gjenero
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In the interest of intellectual honesty and integrity, I’ll go ahead and disclaimer here that the Detroit Media Partnership is one of the clients that my employer represents and that I do work on the account. My opinion and any opinion you see on this blog are certainly not to be considered to be the same of the clients I work with.

Unless you haven’t been reading any blogs at all, you’ve probably already seen the “7 things” social media meme. I’m happy to report that I’ve been tagged by the lovelyLeah McChesney, who I met at the Novi Tweetup earlier this week. Leah was tagged by Lori Laurent Smith who was tagged by Marta Strickland, who was tagged by Stacy Lukas, who was tagged by Ken Burbary who was tagged by Shannon Paul. So, to keep it all going, here’s 7 random things about me:

1. I play several different instruments and sing. I’ve been in four different bands and have recorded an album with one of them. Sometimes I still play solo. Music has always been a huge part of my life.

2. I’m a fluent German speaker

3. I’m a yogi. Even though I no longer practice in a studio, I still meditate regularly and attempt to practice when I can.

4. I’ve been shocked by a tazer. When I was a reporter at The Monroe Evening News I volunteered to be shocked when the Flat Rock Police Department bought them and began training.

5. I can recite every line from the film Caddyshack, start to finish.

6. Sometime I still get a little teary-eyed when I look at pictures of my wife and I on our wedding day. She’s my best friend, my partner and crime and the funniest person I’ve ever met.

7. I’m deathly afraid of bats. I know this a ridiculous thing to be afraid of, but I’m still afraid of them. I’ve starred down bears, wolves and other wildlife, no problems.

So, in spirit of the meme, I’ll pass it along to: (and to be honest, I can only find four of my regular people who I read that haven’t done this yet)

Sheena Harrison
Dr. William J. Ward (a.k.a. Dr4ward)
Brandon Chesnutt
David Murray

Can’t wait to read what you all have to say.

The Four Simple Rules:

* Link your original tagger(s) and list these rules in your post.
* Share seven facts about yourself in the post.
* Tag seven people at the end of your post by leaving their names and the links to their blogs.
* Let them know they’ve been tagged

When I talk to co-workers and clients, I’m often asked how I can bear to follow so many people and still feel like I’m part of discussions on Twitter. My answer is a simple one. I take part in the discussions I believe I can add relevance to or ask questions when I have a genuine interest in a topic or particular Tweet. I treat Twitter as if I’m at a huge dinner party filled with really intelligent guests. I add something to the conversation when I believe I can say something relevant, helpful or offer my opinion when it’s asked of me.

Ironically, while doing research for this post, I found out Chris Brogan used a Cocktail Party as his analogy when he discussed how he uses Twitter. It’s a great post!

As of this post (Jan. 15, 2009) I’m following 900 people and being followed by more than 650 people. It’s not easy to keep up with all 900 people I follow. For most users I’d imagine Twitter, is the chance to engage with people who have their similar interests in mind or with people in their vicinity. For me, Twitter has become an integral part of my day, a research tool and a method of communication.

The long and short of it is that I DON’T participate in every conversation. I DO go back and use Twitter Search to find topics I’m concerned about and follow up on them with vigor. As an advertising and marketing professional, I spend a lot of time following the competition of my clients, discussing my client’s service or product and using my feed as a PR vehicle for those products or services. That being said, I also use my Twitter feed as an opportunity to be myself and to discuss issues I’m interested in. I don’t believe in maintaining a separate feed for my “work” activity. I’m always working and usually let my personality seep into my work and my work relationships (perhaps to a fault?).

Sure, as someone who’s main client is Chevrolet, I spend a lot of time reading Tweets from Auto Blogs, newspapers, industry buffs and gearheads, but I’m also a passionate Geek who loves film, technology, iPhone applications, philosophy, politics and sports. I believe that as social media practitioners we have a responsibility to be ourselves. We can’t tell a brand to be authentic and transparent without being authentic and transparent when we’re doing the telling. We really need to drink our own Kool-Aid more often than not.

I personally don’t use any desktop apps to manage my feed. I check updates occasionally when I’m away from my computer at work through Twitteriffic on my iPhone, but if I miss some things I don’t panic. I take it in stride that I can’t be involved in every discussion that I’d like to be in and that I can’t be part of all the action. I react and respond to what I can. With the number of followers I have at the moment, I can still make time to respond to ever Direct Message (I get about 10 a day), and still respond to every “@.” However, I can’t respond to every request for a poll, can’t read every blog post tweeted by a user I follow whose opinion I genuinely value, and can’t stay up 24-hours a day to keep up on the feed. I do what I can, stay as transparent as possible and make sure I’m a part of the conversations I believe I NEED to be a part of – which usually equals 20-30 tweets a day on the average (more in cases I’m at events like #NAIAS – 34 tweets in 4 hours).

I imagine if I pop well over the 1,000 following mark, I’ll need to start using something like TweetDeck to keep up and keep things organized, but for now, I’m happy with the way I’m using Twitter.

Sidenote: @Eyecube has an amazing post today on the politics of corporate social media transparency with lots of great discussions in the comments.