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CONTENT-FIRST DESIGN: WHAT DOES IT REALLY MEAN AND HOW CAN IT ENHANCE THE AUDIENCE EXPERIENCE?

CONTENT-FIRST DESIGN: WHAT DOES IT REALLY MEAN AND HOW CAN IT ENHANCE THE AUDIENCE EXPERIENCE?

The great communicators and designers of the world start their projects in the proper place: content first, always. This thinking tends to make content strategists happy, but rarely are they included in the design process. Content-first design demands the inclusion of those content strategists and creators from the start. Imagine a university website rebuilt with narrative as its guiding light. Consider the new audience engagement opportunities created when content strategist are considered as creative partners. But how do those responsible for content and story-telling ensure that they’re not just relegated to filling in boxes that a designer has determined for them?

In this session, we will examine a content-first approach in other high-engagement business sectors and look at how focusing on content before any technical or design considerations are made can help improve our digital communications in higher education. You will leave this session with new ideas and a solid path forward to making content strategy crucial to design projects at your institutions.

Key takeaways

1. A working definition of content-first design and its benefits to higher education marketing and communications.
2. A mental framework for considering content strategy work as central and crucial to the entire design process.
3. Practical ways to include their content work in the design process.

Joel G Goodman

June 14, 2018
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Transcript

  1. CONTENT-FIRST DESIGN
    BRAVERY.CO
    #contented18
    WHAT DOES IT REALLY MEAN AND HOW CAN IT ENHANCE
    THE AUDIENCE EXPERIENCE?

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  2. JOEL G GOODMAN
    PRINCIPAL, BRAVERY MEDIA

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  3. View Slide

  4. Bravery is a service design and product
    development studio planted squarely in the
    higher education sector. We create daring
    solutions to the core challenges facing
    institutions of higher learning.

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  5. @JOELGOODMAN
    BRAVERY.CO | @BRAVERYMEDIA

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  6. CONTENT-FIRST DESIGN
    BRAVERY.CO
    #contented18
    WHAT DOES IT REALLY MEAN AND HOW CAN IT ENHANCE
    THE AUDIENCE EXPERIENCE?

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  7. WHAT IS 

    CONTENT-FIRST DESIGN?
    BRAVERY.CO
    #contented18

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  8. Content-first design is the practice of putting
    users first by addressing their content needs
    before assuming their visual wants.
    BRAVERY.CO
    #contented18

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  9. THE TYPICAL APPROACH
    TO WEB REDESIGNS IN HIGHER EDUCATION
    BRAVERY.CO
    #contented18

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  10. THE TYPICAL APPROACH
    TO WEB REDESIGNS IN HIGHER EDUCATION
    BRAVERY.CO
    #contented18
    oversimplified

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  11. Leadership Mandate
    Get Bids orAssign In-house
    Design!
    Content Migration
    Fill-in the content gaps!
    Option 1
    Option 2

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  12. Leaving content till last guarantees this
    web project launches in a suboptimal state.
    BRAVERY.CO
    #contented18

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  13. THE PROBLEM HERE…
    BRAVERY.CO
    #contented18

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  14. User Experience / UX
    Images
    VIDEO
    Microcopy
    Information Architecture
    CONVERSION RATE OPTIMIZATION / CRO
    Visual Design
    User Journey Maps
    Competitor Audits
    Usability Studies
    Interaction Design
    User Personae
    BRAND VOICE
    CONTENT PORTABILITY
    Accessibility
    Search Engine Optimization / SEO
    Content Engineering
    Content Gap Analysis
    Governance
    CHANNEL DISTRIBUTION
    Metadata Strategy
    User Acceptance
    Macro Copy

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  15. WHY CONTENT-FIRST?
    BRAVERY.CO
    #contented18

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  16. 1.
    Our content is the actual product.
    BRAVERY.CO
    #contented18

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  17. BRAVERY.CO
    #contented18
    Student Services Campus Accommodation Campus Life
    Alumni Outreach Library Facilities
    Business Services Accessibility Online Study

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  18. BRAVERY.CO
    #contented18
    Student Services Campus Accommodation Campus Life
    Alumni Outreach Library Facilities
    Business Services Accessibility Online Study

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  19. BRAVERY.CO
    #contented18
    Student Services Campus Accommodation Campus Life
    Alumni Outreach Library Facilities
    Business Services Accessibility Online Study
    SERVICES ARE A
    FUNCTION OF OUR CONTENT

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  20. AND WHAT ABOUT OUR
    WEBSITES?
    BRAVERY.CO
    #contented18

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  21. Design is a function of the content it is
    meant to convey.
    BRAVERY.CO
    #contented18

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  22. “Content precedes design. Design in the absence
    of content is not design, it's decoration.”
    BRAVERY.CO
    #contented18
    Jeffrey Zeldman

    5 May 2008, Twitter

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  23. 2.
    Content can lend clarity to our goals.
    BRAVERY.CO
    #contented18

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  24. GOALS GET YOU
    STARTED
    BRAVERY.CO
    #contented18

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  25. GOALS KEEP YOU
    FOCUSED
    BRAVERY.CO
    #contented18

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  26. When you know that your new website, email, or
    microsite is meant to increase applicants, enquiries, or
    fundraising amounts your copy can be written with
    purpose and your media chosen for maximum impact.
    BRAVERY.CO
    #contented18

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  27. GOALS REVEAL YOUR
    AUDIENCES
    BRAVERY.CO
    #contented18

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  28. 3.
    Content helps designers do their jobs better.
    BRAVERY.CO
    #contented18

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  29. Lorem ipsum dolor amet poutine everyday carry
    dreamcatcher, bespoke yr jianbing small batch tumeric
    heirloom affogato. Master cleanse chillwave viral
    succulents hoodie kickstarter tacos lyft. Man bun small
    batch PBR&B tilde yr everyday carry vexillologist
    cornhole intelligentsia tousled swag cardigan readymade
    messenger bag. Slow-carb austin direct trade biodiesel
    butcher. Ramps small batch food truck gastropub. Copper
    mug tote bag pitchfork kickstarter pabst kogi.
    Pug helvetica tacos authentic shoreditch food truck
    mustache. Skateboard shabby chic quinoa, keffiyeh
    bicycle rights chambray distillery keytar master
    cleanse hashtag freegan banh mi tattooed meh. VHS
    biodiesel whatever austin, salvia yuccie banh mi
    hammock food truck cloud bread cred. Letterpress
    actually sartorial literally four dollar toast air
    plant mlkshk you probably haven't heard of them green
    juice hell of williamsburg hoodie venmo. Fam kombucha
    salvia ugh green juice retro chicharrones palo santo
    HIPSTER IPSUM

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  30. I'm speaking with myself, number one, because I have a
    very good brain and I've said a lot of things. You’re
    disgusting.
    The concept of Lorem Ipsum was created by and for the
    Chinese in order to make U.S. design jobs non-
    competitive. I’m the best thing that ever happened to
    placeholder text. Look at that text! Would anyone use
    that? Can you imagine that, the text of your next
    webpage?! Trump Ipsum is calling for a total and
    complete shutdown of Muslim text entering your website.
    Be careful, or I will spill the beans on your
    placeholder text. I know words. I have the best words.
    Does everybody know that pig named Lorem Ipsum? She's a
    disgusting pig, right? I'm speaking with myself, number
    one, because I have a very good brain and I've said a
    lot of things. You're telling the enemy exactly what
    you're going to do. No wonder you've been fighting
    Lorem Ipsum your entire adult life.
    TRUMP IPSUM

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  31. Hodor hodor. HODOR hodor, hodor. Hodor, hodor, hodor
    hodor. HODOR hodor, hodor. Hodor hodor! Hodor! Hodor
    hodor. Hodor hodor HODOR! Hodor. Hodor hodor.
    Hodor? HODOR HODOR! HODOR HODOR! Hodor hodor! Hodor,
    hodor. Hodor. Hodor... Hodor hodor.
    Hodor hodor. Hodor hodor. HODOR HODOR! Hodor hodor.
    Hodor, hodor. Hodor. Hodor. Hodor? Hodor hodor. HODOR
    hodor, hodor.
    Hodor hodor! Hodor hodor HODOR! Hodor. Hodor, hodor,
    hodor hodor. HODOR? Hodor! Hodor hodor. Hodor? Hodor,
    hodor. Hodor. HODOR hodor, hodor. HODOR? Hodor, hodor.
    Hodor. Hodor! Hodor hodor.
    Hodor, hodor, hodor hodor. Hodor hodor! Hodor... Hodor
    hodor. Hodor! Hodor hodor. Hodor hodor! Hodor! Hodor
    hodor. Hodor hodor! Hodor? HODOR HODOR! Hodor hodor!
    Hodor, hodor, hodor hodor. Hodor hodor. Hodor, hodor.
    HODOR IPSUM

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  32. (LOADS MORE GENERATORS
    AT LOREMIPSUM.IO)
    BRAVERY.CO
    #contented18

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  33. SERIOUSLY, THOUGH.
    BRAVERY.CO
    #contented18

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  34. DESIGNERS NEED
    PARAMETERS
    BRAVERY.CO
    #contented18

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  35. DESIGNERS NEED
    PARAMETERS
    BRAVERY.CO
    #contented18
    (I can say this because I am one)

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  36. LET’S LOOK AT THE
    GAMING SECTOR
    BRAVERY.CO
    #contented18

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  37. “Game designers start with the story. What they add
    to the experience complements and builds on the core
    story; it doesn’t distract from the priority of
    ‘accomplish goal,’ even when that takes a year longer
    than expected…”
    BRAVERY.CO
    #contented18
    Steph Hay

    29 April 2015, A List Apart

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  38. WHAT STORY DO YOU
    NEED TO TELL?
    BRAVERY.CO
    #contented18

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  39. WHAT CONVERSATION DO YOU
    WANT TO HAVE WITH YOUR
    AUDIENCE?
    BRAVERY.CO
    #contented18

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  40. WHAT CAN YOUR VISITORS
    LEARN THROUGH ACTIONS?
    BRAVERY.CO
    #contented18

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  41. MAPPING ACTIONS TO YOUR
    NARRATIVE IS KEY
    BRAVERY.CO
    #contented18

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  42. HOW TO START
    DOING THIS NOW!
    BRAVERY.CO
    #contented18

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  43. 1.
    Talk to your designers at the project start.
    BRAVERY.CO
    #contented18

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  44. APPROACH IT 

    AS A PARTNERSHIP
    BRAVERY.CO
    #contented18

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  45. YOU’RE ALL 

    IN THIS TOGETHER.
    BRAVERY.CO
    #contented18

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  46. 2.
    Include your stakeholders, but not too much.
    BRAVERY.CO
    #contented18

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  47. YOU’LL BE RESEARCHING
    WHILE BUILDING BRIDGES
    BRAVERY.CO
    #contented18

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  48. CONTENT INSIGHTS COME
    FROM INSIDER KNOWLEDGE
    BRAVERY.CO
    #contented18

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  49. DON’T LET OUTSIDERS
    TAKE OVER.
    BRAVERY.CO
    #contented18

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  50. 3.
    Start writing as soon as possible.
    BRAVERY.CO
    #contented18

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  51. YOUR STAKEHOLDERS CAN
    HELP YOU IDENTIFY
    CONTENT GAPS
    BRAVERY.CO
    #contented18

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  52. REFERENCE CONTENT EXPERTS
    IN-FLOW RATHER THAN 

    DURING FINAL REVISIONS
    BRAVERY.CO
    #contented18

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  53. USE TEMPLATES AND
    PROTOTYPES TO HELP
    IDENTIFY DESIGN NEEDS
    BRAVERY.CO
    #contented18

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  54. bonus.
    These practices can actually cause an IA to
    naturally reveal itself.
    BRAVERY.CO
    #contented18

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  55. Content-first design is the practice of putting
    users first by addressing their content needs
    before assuming their visual wants.
    BRAVERY.CO
    #contented18

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  56. QUESTIONS?
    BRAVERY.CO
    #contented18

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