Content strategy - Beyond the wireframe (UX Bristol 2014)

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<ul><li><p>@we_are_Nomensa@sophiedennis</p><p>SOPHIE DENNISUX &amp; Content Strategy Consultant </p><p>Cayenne @sophiedennis</p><p>Content Strategy: Beyond the Wireframe</p><p>JULIET RICHARDSONPrincipal UX Consultant</p><p>Nomensa @we_are_Nomensa </p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Very funny picture goes here</p><p>Why go beyond the wireframe?</p><p>Hilarious slogan goes here</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p> What is content strategy </p><p> The 8 essentials of great content </p><p> How to plan for the time and effort needed to create great content </p><p> The activities, people and roles involved </p><p> Take away some practical tools and techniques</p><p>What well cover</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>What is content strategy?</p><p>There are lots of definitions</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Planning for the creation, delivery, and governance of useful, usable content !</p><p>Kristina Halvorson</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Planning for the creation, delivery, and governance of useful, usable content !</p><p>Kristina Halvorson</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience !</p><p>Margot Bloomstein</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Content strategy is to copywriting as information architecture is to design !</p><p>Rachel Lovinger</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>A plan for adding unique, expert, and indexable content to your site </p><p>on a regular basis !Mark OBrien</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>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 </p><p>content or stories, etc !Joe Pulizzi</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>A broad church </p><p>Different specialisms </p><p>Different backgrounds </p><p>Different perspectives </p><p>Lets bring it all together</p></li><li><p>Adapted by Sophie Dennis sophiedennis.co.uk from original Brain Traffic 2011 blog.braintraffic.com/2011/03/brain_traffic_lands_quad</p><p>People &amp; Culture the how</p><p> Content the what</p><p>Creation, delivery </p><p>and governance</p><p>Useful, usable </p><p>content</p><p>Governance Workflow</p><p>StructureSubstance</p><p>The elements of </p><p>Content Strategy</p><p>What kind of content do we need (topics, types, </p><p>sources, etc), and what messages does content </p><p>need to communicate to our audience?</p><p>How is content prioritized, organized, formatted, and displayed? IA, metadata, data modelling, distribution channel, linking strategies, etc</p><p>How are key decisions about content and content </p><p>strategy made? How are changes initiated and </p><p>communicated?</p><p>What processes, tools, and human resources are required for content initiatives to launch successfully and maintain ongoing quality?</p><p>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/</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>What is great content?</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Appropriate for the organisation and for its customersContributes to both the organisations objectives, and the customers goal.</p><p>On brand A consistent tone of voice communicates an organisations values through every piece of content.</p><p>Necessary and neededDo not treat the web as a store cupboard with infinite stuffing space your users brains certainly arent.</p><p>Useful, usable and user-centredAppropriate to the users goals and context, accessible, readable and understandable.</p><p>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.</p><p>Right for the distribution channel Websites, print, social media: different content works better on different channels. Adapt, remix and reuse.</p><p>DiscoverableThere is no point going to the expense of commissioning, creating and publishing content if no one can find it.</p><p>SustainablePublishing is just the start. Make sure you have a plan to manage and monitor content throughout its lifecycle.</p><p>The 8 qualities of great content</p><p>1</p><p>2</p><p>3</p><p>4</p><p>5</p><p>6</p><p>7</p><p>8</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Sustainable throughout its lifecycle</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>The Content Lifecycle</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Activity: Content lifecycle</p><p> Work in pairs </p><p> Map the activities onto the broad plan, create, manage lifecycle</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>activity</p><p>activityactivity</p><p>activity</p><p>activity</p><p>activity</p><p>activity</p><p>activity</p><p>activity</p><p>activity</p></li><li><p>@we_are_Nomensa@sophiedennis</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Marketing</p><p>Who does what?</p><p>Copywriter EditorSubject Matter Expert</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Activity: Whos involved Work in groups of four </p><p> Each take one of the four roles </p><p> Put a yellow dot next to each stage you think you would be involved in</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Brainstorm ideas</p><p>Create editorial calendar</p><p>Cal Eddie Sam Mo</p><p>Copywriter Editor Subject Expert Marketing</p><p>Write first draft</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Activity: Whos in charge? As a group, discuss who should take the </p><p>lead at each stage of the production process </p><p> Put a red dot in the box under their name </p><p> Only one red dot per row!</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Brainstorm ideas</p><p>Create editorial calendar</p><p>Cal Eddie Sam Mo</p><p>Copywriter Editor Subject Expert Marketing</p><p>Write first draft</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Activity: Who does what Pick one or two activities </p><p> Discuss what each of you would be doing at that stage </p><p> Write a short summary for each role on a post-it and stick it under their name </p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Brainstorm ideas</p><p>Create editorial calendar</p><p>Cal Eddie Sam Mo</p><p>Copywriter Editor Subject Expert Marketing</p><p>Write first draft</p><p>Bring doughnuts</p><p>Be Interviewed</p><p>nit pick</p><p>Find cat pictures</p><p>Interview Expert</p><p>Write stuff</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Responsible The person who does the work: responsible for completing the action</p><p>AccountableOversees the work: accountable for its completion and quality </p><p>Consulted Influences the work: consulted parties have input into the action </p><p>Informed Knows whats happening: informed parties need to know action has been taken</p><p>RACI Matrix</p><p>R</p><p>A</p><p>C</p><p>I</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Responsible Does the work</p><p>AccountableOversees the work</p><p>Consulted Influences the work</p><p>Informed Knows whats happening</p><p>Brainstorm ideas Senior Editor Marketing Manager Subject Matter Experts Copywriter</p><p>Create editorial calendar Senior Editor Marketing Manager</p><p>Copywriter, Subject Matter Expert</p><p>Write first draft Copywriter Senior Editor Subject Matter Expert</p><p>Review, edit &amp; proof-read</p><p>2nd Senior Editor Copywriter</p><p>Find photos Designer Senior Editor Subject Matter Expert Copywriter</p><p>Upload, approve &amp; publish</p><p>Senior Editor Marketing Manager Subject Matter Expert Copywriter</p><p>Promote on social media</p><p>Marketing Assistant Marketing Manager Senior Editor</p><p>Monitor &amp; report Marketing Assistant Marketing Manager Senior Editor</p><p>Review: Update? Retire? Archive?</p><p>Copywriter Senior Editor Marketing Manager Subject Matter Expert</p><p>RACI MatrixMore examples at racichart.org</p><p>http://racichart.org//</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>The practicalities</p><p> Create a process that fits </p><p> Define and communicate roles clearly </p><p> Be realistic! (Dont forget the multiplication sign)</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Useful ToolsAutomate your content audits</p><p>Collate and review content from multiple contributors</p><p>Manage your ongoing editorial calendar</p><p>gathercontent.com </p><p>content-insight.com divvyhq.com </p><p>https://gathercontent.com/http://www.content-insight.com/http://divvyhq.com/</p></li><li><p>@we_are_Nomensa@sophiedennis</p><p>Recommended Books</p><p>Content Production Planning for Agencies </p><p> Gather Content !</p><p>FREE ebook download from gathercontent.com/content-</p><p>production-planning-for-agencies/ </p><p>Content Strategy for the Web </p><p>Kristina Halvorson &amp; Melissa Rach </p><p>2nd Edition, New Riders, 2013 contentstrategy.com </p><p>amazon.co.uk/Content-Strategy-Voices-That-Matter/dp/0321808304 </p><p>The Elements of Content Strategy </p><p>Erin Kissane</p><p>A Book Apart, 2011abookapart.com/products/the-elements-of-content-strategy </p><p>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</p></li><li><p>SOPHIE DENNISUX &amp; Content Strategy Consultant </p><p>Cayenne @sophiedennis</p><p>!GO BEYOND THE WIREFRAME!</p><p>JULIET RICHARDSONPrincipal UX Consultant</p><p>Nomensa @we_are_Nomensa </p></li></ul>