publish - measure - learn - build: using content experiments to drive the digital design process

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Publish-measure-learn-build: using content experiments to drive the digital design process Angela Stengel Australian Broadcas2ng Corpora2on @angelastengel

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What can content strategists learn from the long-established areas of online: UX, design and development? A look at my tumblr content experiment for ABC Classic 2 - a new online radio station of classical music. Presented at Content Strategy Forum 2014 in Frankfurt. 1: This is a story about bad things that happen when content strategists try to take on too much. 2: Classic 2 is the sister station to a long established classical music station, ABC Classic FM. 3: As a content maker I get pulled in a lot of different directions – wearing a lot of hats. I spend a lot of time and energy trying to make a perfect world for my content to be born into. This experiment is about I took off all those hats to wear just my content hat, and how in doing so I was influenced by designers/developers around me who work “lean” everyday. 4. Wanted to concentrate 100% on crafting the perfect content offer in lead up to launch - not the bells and whistles, not the brand pack, but the actual content - words, images, video, sound. 5: ABC Classic 2 not a new idea - plenty of competitors in the online classical music listening space - the difference needed to be in the packaging. 6: In retrospect, saying that I needed a website to make Classic 2 stand out from the crowd was a dumb idea. I had no development team to build me a site. I think from their perspective, I had no clear content goals – not that they’d seen anyway. I had great ideas in my head but nothing documented. 7: There was one redeeming feature I was grasping onto and that was an editorial hunch: that different packaging and a unique tone of voice for this product was key. There is value in an editorial hunch, or knowing your audience. It’s knowledge in your head that isn’t documented. 8: What I wanted was digital content, not a website. It felt like an arbitrary decision to go with Tumblr – my main motivation was to kill off side-issues the need for a designer, developer, the need for a site map and user testing. 9: The tumblr interface is naturally stripped back and let’s content shine and it’s responsive to all devices. We took control of de-scoping. 10: It’s not about hierarchy, the new content just piles in at the top, yet it continues to seep out sideways as it gets shared socially. 11-16: Tumblr inspiration. 17: Effectively at the publish stage pre-launch. 18: Months from launch, we were moving into editorial workflows to test the production process. 19: Testing the content ideas by pitching ideas, creating the posts and sharing them in team. 20-24: Content examples of differing levels of effort. No “buckets to fill” problem – when you have a site needing constant "feeding". 25: Retrospective content experiment. 26: Key goal of the tumblr is to convert consumers of the content into listeners of stream. 27-28: If we had traditional website, we wouldn’t be making memes. Learning from community.

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Page 1: Publish - Measure - Learn - Build: Using content experiments to drive the digital design process

Publish-measure-learn-build: using content experiments to

drive the digital design process

Angela  Stengel  Australian  Broadcas2ng  Corpora2on  

@angelastengel  

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The rookie mistake

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An editorial hunch How can we

document subject expertise and efficiently assess its value

alongside other research methods?

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Do you really need a website? WEBSITE   TUMBLR  

Designer   Content  maker  

Developer   Theme  

UX   Follow  and  like  

Scoping  phase  

Site  map  

Build  2me  

Tes2ng  

Content  maker  

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We de-scoped until we really started enjoying it.

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composersdoingnormalshit.tumblr.com

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composersdoingnormalshit.tumblr.com  

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composersdoingnormalshit.tumblr.com  

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composersdoingnormalshit.tumblr.com  

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fuckyeahclassical.tumblr.com

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nprmusic.tumblr.com

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Publish

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What is the content equivalent

of wireframes?

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Make editorial “lean” in order to test the ideas.

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Measure

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Hypothesis  • Content  will  draw  audience  to  stream  

Goal    • Convert  tumblr  audience  to  stream  listeners  

Measurement    • Clicks  from  social  >  tumblr  >  stream  

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Learn

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Have  you  ever  clapped  at  the  wrong  2me?  

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Build

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How to setup a content experiment

1.  Work on an unpopular project. 2.  Salvage the good ideas. 3.  Find a precedent, however tenuous. 4.  Win over your boss. 5.  Lay low, work quickly.

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Questions?

Angela Stengel @angelastengel

abc.net.au/classic2 @abcclassic2