Content strategy - Beyond the wireframe (UX Bristol 2014)

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  • @we_are_Nomensa@sophiedennis

    SOPHIE DENNISUX & Content Strategy Consultant

    Cayenne @sophiedennis

    Content Strategy: Beyond the Wireframe

    JULIET RICHARDSONPrincipal UX Consultant

    Nomensa @we_are_Nomensa

  • @we_are_Nomensa@sophiedennis

    Very funny picture goes here

    Why go beyond the wireframe?

    Hilarious slogan goes here

  • @we_are_Nomensa@sophiedennis

    What is content strategy

    The 8 essentials of great content

    How to plan for the time and effort needed to create great content

    The activities, people and roles involved

    Take away some practical tools and techniques

    What well cover

  • @we_are_Nomensa@sophiedennis

    What is content strategy?

    There are lots of definitions

  • @we_are_Nomensa@sophiedennis

    Planning for the creation, delivery, and governance of useful, usable content !

    Kristina Halvorson

  • @we_are_Nomensa@sophiedennis

    Planning for the creation, delivery, and governance of useful, usable content !

    Kristina Halvorson

  • @we_are_Nomensa@sophiedennis

    Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience !

    Margot Bloomstein

  • @we_are_Nomensa@sophiedennis

    Content strategy is to copywriting as information architecture is to design !

    Rachel Lovinger

  • @we_are_Nomensa@sophiedennis

    A plan for adding unique, expert, and indexable content to your site

    on a regular basis !Mark OBrien

  • @we_are_Nomensa@sophiedennis

    Content marketing strategy [must come] first and this requires goals, different forms of content for different customer touchpoints, mapping the needs of people, the channels they prefer and the

    content or stories, etc !Joe Pulizzi

  • @we_are_Nomensa@sophiedennis

    A broad church

    Different specialisms

    Different backgrounds

    Different perspectives

    Lets bring it all together

  • Adapted by Sophie Dennis sophiedennis.co.uk from original Brain Traffic 2011 blog.braintraffic.com/2011/03/brain_traffic_lands_quad

    People & Culture the how

    Content the what

    Creation, delivery

    and governance

    Useful, usable

    content

    Governance Workflow

    StructureSubstance

    The elements of

    Content Strategy

    What kind of content do we need (topics, types,

    sources, etc), and what messages does content

    need to communicate to our audience?

    How is content prioritized, organized, formatted, and displayed? IA, metadata, data modelling, distribution channel, linking strategies, etc

    How are key decisions about content and content

    strategy made? How are changes initiated and

    communicated?

    What processes, tools, and human resources are required for content initiatives to launch successfully and maintain ongoing quality?

    http://www.sophiedennis.co.uk/http://blog.braintraffic.com/2011/03/brain_traffic_lands_quad/http://blog.braintraffic.com/2011/03/brain_traffic_lands_quad/

  • @we_are_Nomensa@sophiedennis

    What is great content?

  • @we_are_Nomensa@sophiedennis

    Appropriate for the organisation and for its customersContributes to both the organisations objectives, and the customers goal.

    On brand A consistent tone of voice communicates an organisations values through every piece of content.

    Necessary and neededDo not treat the web as a store cupboard with infinite stuffing space your users brains certainly arent.

    Useful, usable and user-centredAppropriate to the users goals and context, accessible, readable and understandable.

    Clear, consistent and conciseContent that is clear and concise takes less time to read and understand. But it also takes time, effort and skill to create.

    Right for the distribution channel Websites, print, social media: different content works better on different channels. Adapt, remix and reuse.

    DiscoverableThere is no point going to the expense of commissioning, creating and publishing content if no one can find it.

    SustainablePublishing is just the start. Make sure you have a plan to manage and monitor content throughout its lifecycle.

    The 8 qualities of great content

    1

    2

    3

    4

    5

    6

    7

    8

  • @we_are_Nomensa@sophiedennis

    Sustainable throughout its lifecycle

  • @we_are_Nomensa@sophiedennis

    The Content Lifecycle

  • @we_are_Nomensa@sophiedennis

    Activity: Content lifecycle

    Work in pairs

    Map the activities onto the broad plan, create, manage lifecycle

  • @we_are_Nomensa@sophiedennis

    activity

    activityactivity

    activity

    activity

    activity

    activity

    activity

    activity

    activity

  • @we_are_Nomensa@sophiedennis

  • @we_are_Nomensa@sophiedennis

    Marketing

    Who does what?

    Copywriter EditorSubject Matter Expert

  • @we_are_Nomensa@sophiedennis

    Activity: Whos involved Work in groups of four

    Each take one of the four roles

    Put a yellow dot next to each stage you think you would be involved in

  • @we_are_Nomensa@sophiedennis

    Brainstorm ideas

    Create editorial calendar

    Cal Eddie Sam Mo

    Copywriter Editor Subject Expert Marketing

    Write first draft

  • @we_are_Nomensa@sophiedennis

    Activity: Whos in charge? As a group, discuss who should take the

    lead at each stage of the production process

    Put a red dot in the box under their name

    Only one red dot per row!

  • @we_are_Nomensa@sophiedennis

    Brainstorm ideas

    Create editorial calendar

    Cal Eddie Sam Mo

    Copywriter Editor Subject Expert Marketing

    Write first draft

  • @we_are_Nomensa@sophiedennis

    Activity: Who does what Pick one or two activities

    Discuss what each of you would be doing at that stage

    Write a short summary for each role on a post-it and stick it under their name

  • @we_are_Nomensa@sophiedennis

    Brainstorm ideas

    Create editorial calendar

    Cal Eddie Sam Mo

    Copywriter Editor Subject Expert Marketing

    Write first draft

    Bring doughnuts

    Be Interviewed

    nit pick

    Find cat pictures

    Interview Expert

    Write stuff

  • @we_are_Nomensa@sophiedennis

    Responsible The person who does the work: responsible for completing the action

    AccountableOversees the work: accountable for its completion and quality

    Consulted Influences the work: consulted parties have input into the action

    Informed Knows whats happening: informed parties need to know action has been taken

    RACI Matrix

    R

    A

    C

    I

  • @we_are_Nomensa@sophiedennis

    Responsible Does the work

    AccountableOversees the work

    Consulted Influences the work

    Informed Knows whats happening

    Brainstorm ideas Senior Editor Marketing Manager Subject Matter Experts Copywriter

    Create editorial calendar Senior Editor Marketing Manager

    Copywriter, Subject Matter Expert

    Write first draft Copywriter Senior Editor Subject Matter Expert

    Review, edit & proof-read

    2nd Senior Editor Copywriter

    Find photos Designer Senior Editor Subject Matter Expert Copywriter

    Upload, approve & publish

    Senior Editor Marketing Manager Subject Matter Expert Copywriter

    Promote on social media

    Marketing Assistant Marketing Manager Senior Editor

    Monitor & report Marketing Assistant Marketing Manager Senior Editor

    Review: Update? Retire? Archive?

    Copywriter Senior Editor Marketing Manager Subject Matter Expert

    RACI MatrixMore examples at racichart.org

    http://racichart.org//

  • @we_are_Nomensa@sophiedennis

    The practicalities

    Create a process that fits

    Define and communicate roles clearly

    Be realistic! (Dont forget the multiplication sign)

  • @we_are_Nomensa@sophiedennis

    Useful ToolsAutomate your content audits

    Collate and review content from multiple contributors

    Manage your ongoing editorial calendar

    gathercontent.com

    content-insight.com divvyhq.com

    https://gathercontent.com/http://www.content-insight.com/http://divvyhq.com/

  • @we_are_Nomensa@sophiedennis

    Recommended Books

    Content Production Planning for Agencies

    Gather Content !

    FREE ebook download from gathercontent.com/content-

    production-planning-for-agencies/

    Content Strategy for the Web

    Kristina Halvorson & Melissa Rach

    2nd Edition, New Riders, 2013 contentstrategy.com

    amazon.co.uk/Content-Strategy-Voices-That-Matter/dp/0321808304

    The Elements of Content Strategy

    Erin Kissane

    A Book Apart, 2011abookapart.com/products/the-elements-of-content-strategy

    https://gathercontent.com/content-production-planning-for-agencies/http://contentstrategy.com/http://www.amazon.co.uk/Content-Strategy-Voices-That-Matter/dp/0321808304/http://www.abookapart.com/products/the-elements-of-content-strategy

  • SOPHIE DENNISUX & Content Strategy Consultant

    Cayenne @sophiedennis

    !GO BEYOND THE WIREFRAME!

    JULIET RICHARDSONPrincipal UX Consultant

    Nomensa @we_are_Nomensa