lavacon: what is content strategy?
DESCRIPTION
A presentation breaking down how Content Strategists and Technical Writers can get involved in the greater User Experience process.TRANSCRIPT
@Speaker #LavaCon
UX for Content Strategistsand Technical Writers
What is Content Strategy?
Patrick NeemanDirector of Product Design, Apptio
@usabilitycountswww.usabilitycounts.com
Troy ParkeAssociate UX Director, Disney
@uxhowwww.uxhow.com
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The Speakers
Troy Parke Associate Director of UX, Disney Parks and Resorts
Drinks Diet Coke
Patrick Neeman Director of Product Design,
Apptio Drinks Whiskey
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Mindy Messenger Content Strategist at University of Washington
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What is Content Strategy?
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A Definition
I define content strategy as planning for the creation, delivery, and governance of useful, usable content.” Kristina Halvorson
“
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A DefinitionGetting the right content to the right user at the right time.” Kevin P. Nichols, SapientNitro“
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Wikipedia DefinitionContent strategy is the practice of planning the content creation, delivery, and governance. A repeatable system that defines the entire editorial content development process.” http://en.wikipedia.org/wiki/Content_strategy
“
Municipality of Anchorage • 300k page website • Several different content
management systems • One webmaster that herded the
cats • No understanding of the users • No stated goals
Municipality of Anchorage • Talked to stakeholders • Extensive user research • Content Audit: Quantitative Inventory
of 30k of 300k pages • Distilled it to 17 page patterns • Consolidated ~30 departments on
one content management platform with governance rules
• Developed web parts that had fixed content structures and could be shared
Municipality of Anchorage: Definition
• Key themes and messages • Recommended topics • Content purpose • Content gap analysis • Metadata frameworks and
related content attributes • Search engine optimization • Implications of strategic
recommendations on content creation, publication, and governance
!http://alistapart.com/article/thedisciplineofcontentstrategyPublished December 16, 2008 | Work on site started January 2008
Right Content, Right User, Right Time
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Who’s doing it now?
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The Competencies of User Experience
User Researchand Analytics Understanding the
users through observations and
data
Content Strategy
Planning for the creation, delivery
and governance of usable content
Information Architecture
Organizing information in a
product or website in a usable way
InteractionDesign
Designing interactive behaviors with a specific focus on
their use
VisualDesign
Designing the visual qualities in an aesthetically pleasing way
Front End Development
Building the interactive behaviors
to be used by the end user
http://www.nickfinck.com/blog/entry/ux_career_progression_finding_a_niche_building_a_personal_brand/
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Information Architects
User Research and Analytics
Content Strategy
Information Architecture
InteractionDesign
VisualDesign
Front End Development
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Interaction Designer
User Researchand Analytics
Content Strategy
Information Architecture
InteractionDesign
VisualDesign
Front End Development
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Web or Visual Designers
User Research and Analytics
Content Strategy
Information Architecture
InteractionDesign
VisualDesign
Front End Development
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How to get involved in the process?
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Work with the designers
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Recommended Resources
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Content Strategists on Twitter• Kristina Halvorson — @halvorson • Jonathon Colman — @jcolman • Misty Weaver — @meaningmeasure • Factor — @factorfirm
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Content Strategy for the Web Kristina Halvorson and Melissa Rach
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Exercise
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Travel Website: Content Strategy• Who is the audience? • What are the content
priorities? • What’s the voice and
tone?
• How often is the content published?
• Who manages the process?
• Who writes the content?