integrating content strategy & ux

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  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    thology

    Integrating User Experience Design & Content StrategyE

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    thology

    All Rights Reserved ethology, Inc.

    Todays Speakers

    Anna Hrach Director of Content, Ethology

    Tony QuirozUX Design Strategist, Ethology

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    thology

    All Rights Reserved ethology, Inc.

    Founded in 2010, Ethology has offices in Scottsdale (HQ), Chicago, Los Angeles, and Portland.

    Ranked #75 in the Inc. 5000.

    Our goal is to optimize every part of the digital experience to drive measurable results.

    Paid Media& Search

    Customer Experience

    Planning & Analytics

    ConsumerEngagement

    Introduction to Ethology

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    thology

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    AgendaUX & Content Strategy 101

    So Whats the Problem?

    Methods & Madness

    Process & Collaboration

    E

    Q&A

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    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    thology

    User Experience 101E

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    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    www.uxisnotui.com

    helloerik.com/ui-is-not-ux

    @Erik_UX

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    1. https://www.experiencedynamics.com/blog/2015/03/30-ux-statistics-you-should-not-ignore-infographic 2. https://www.thinkwithgoogle.com/articles/how-micromoments-are-changing-rules.html

    1

    1

    2

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    When creating great experiences, its not so much about doing what users expect. Instead, its about creating a design that clearly meets their needs at the instant they need it.

    - Jared Spool Writer, Speaker, Founder, User Interface Engineering

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    thology

    Content Strategy 101E

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    thology

    Purposeful Content: Crafting the User Experience

    BRAND USERSSupports Business

    Objectives

    FulfillsAudience

    Needs

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    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    thology

    Its the same as content marketing, right?

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    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    HEADER: Use Title Case

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    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    Content strategy guides planning for the creation, delivery and governance of content.

    - Kristina HalvorsonAuthor, Content Strategy for the Web

    https://twitter.com/halvorson

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    ...the marketing and business process for creating and distributing relevant and valuable content

    https://twitter.com/brennermichael

    - Joe PulizziAuthor, Epic Content Marketing

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    Content Strategy

    Supports holistic experiences

    More than just words, experiences

    Business goals vs. user needs

    Defines and oversees all content

    development processes

    Content Marketing

    Attract customers through content

    Branded content

    Owned vs. paid

    Defines and oversees publishing

    efforts, creation needs

    &

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    Content marketing typically looks at:

    What

    When

    How

    Where

    In Other Words

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    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    Content strategy also looks at:

    What

    When

    How

    Where

    In Other Words

    Why

    For Whom

    By Whom

    With What

    How Often

    What Next

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    Content Strategy Content Marketing

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    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    thology

    CS / UX Common GroundE

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    CS & UX Skill Sets

    New Business

    Dev.

    AccountManager

    ProjectManager

    WebAnalyst

    Producer

    BusinessAnalyst

    UX

    ContentStrategist

    InfoArchitect

    SEO

    Designer

    Production Assistant

    Front-EndDev

    Back-EndDev

    ServerAdmin

    ITWeb

    Writer

    WebEditor

    UsabilitySpecialist

    Skillset.org

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    UX Skill Sets

    New Business

    Dev.

    AccountManager

    ProjectManager

    WebAnalyst

    Producer

    UX

    ContentStrategist

    InfoArchitect

    SEO

    Designer

    Production Assistant

    Front-EndDev

    Back-EndDev

    ServerAdmin

    IT

    UsabilitySpecialist

    WebWriter

    WebEditor

    BusinessAnalyst

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    CS Skill Sets

    New Business

    Dev.

    AccountManager

    ProjectManager

    WebAnalyst

    Producer

    UX

    ContentStrategist

    InfoArchitect

    SEO

    Designer

    Production Assistant

    Front-EndDev

    Back-EndDev

    ServerAdmin

    IT

    UsabilitySpecialist

    Web Editor

    Web Writer

    BusinessAnalyst

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    CS & UX Overlapping Skillsets

    New Business

    Dev.

    AccountManager

    ProjectManager

    WebAnalyst

    Producer

    Business Analyst

    UX

    ContentStrategist

    InfoArchitect

    SEO

    Designer

    Production Assistant

    Front-EndDev

    Back-EndDev

    ServerAdmin

    IT

    UsabilitySpecialist

    Web Editor

    WebWriter

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    UX & CS Overlapping Deliverables

    PersonasJourney Mapping

    NavigationWireframes

    TestingBrand GuidesVoice & Tone

    UI Kits

    Content AuditsContent TemplatesContent WorkshopsEditorial Planning

    Content GovernanceContent AnalyticsContent Writing

    Heuristic EvaluationsMental ModelsDesign StudiosUser Research

    Usability TestingInformation Architecture

    Visual Design

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    thology

    Whats The Problem?E

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    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    thology

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    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    Great Work Seamlessly Integrates Content + Design

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    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    And Without Content

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    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    Great Work Seamlessly Integrates Content + Design

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    And Without Content

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    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    So, Why Separate the Two?

    Image courtesey of http://www.shutterstock.com

  • All Rights Reserved ethology, Inc.

    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

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    Ethology

    @ethology @AnnaBananaHrach @TQ_AZ #UXCS

    Ethology

    Lorem ipsum Content

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