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Content Strategy for Designers

Content Strategy for Designers

Many designers don't have a full grasp of what Content Strategy is, and the benefits it can provide to the design process. In this talk we'll discuss what Content Strategy is and some very practical ways to integrate it into your design process.

Topics covered will include …
- Creating light-weight process updates and deliverables
- Inventorying interfaces and content
- Content and display modeling
- Intent mapping
- Working with clients and teams

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Jared Ponchot

April 03, 2014
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Transcript

  1. Jared Ponchot // @jponch // RWD Summit 2014 for Designers

    CONTENT STRATEGY
  2. HI, MY NAME IS JARED PONCHOT, AND I’M A DESIGNER

    not a content strategist
  3. Image from http://newyorksightseeingtours.wordpress.com/tag/double-decker-bus-tours/

  4. WHAT IS CONTENT STRATEGY?

  5. WHY IS CONTENT STRATEGY
 AWESOME? for designers, developers, everybody!

  6. I CAN HAZ CONTENT STRATEGY?

  7. WHAT IS CONTENT STRATEGY?

  8. ROLE CLARITY
 IS IMPORTANT

  9. “ — Shelly Bowen A CONTENT STRATEGIST "TAKES THE BUSINESS

    OBJECTIVES AND THE AUDIENCE OBJECTIVES AND ALIGNS THEM ACROSS ALL PLATFORMS AND CHANNELS."
  10. WAIT, SO WHAT DOES 
 A DESIGNER DO?

  11. “ — Kristina Halvorson CONTENT STRATEGY IS 
 PLANNING FOR

    THE CREATION, DELIVERY, AND GOVERNANCE OF USEFUL, USABLE CONTENT.
  12. “ — Rachel Lovinger CONTENT STRATEGY IS TO COPYWRITING AS

    INFORMATION ARCHITECTURE IS TO DESIGN.
  13. “ — Kevin P. Nichols WE DEFINE CONTENT STRATEGY AS:

    GETTING THE RIGHT CONTENT TO THE RIGHT USER AT THE RIGHT TIME.
  14. WHAT DOES A CONTENT STRATEGIST CARE ABOUT? ‣ Business Goals

    ‣ Audience Needs ‣ Message & Meaning ‣ Voice & Tone ‣ Relevance ‣ Delivery Channels ‣ Editorial Process ‣ Sustainability
  15. PURPOSE, NOT PREFERENCE PRIORITY, NOT PLACEMENT SYSTEMS, NOT PAGES

  16. “ — Victor Papanek DESIGN IS THE CONSCIOUS EFFORT TO

    IMPOSE A MEANINGFUL ORDER
  17. A CONTENT STRATEGIST ISN’T DISTRACTED WITH THE PRESENTATION

  18. WHY IS CONTENT STRATEGY
 AWESOME? for designers, developers, everybody!

  19. FORCE MULTIPLIER

  20. “ — Fred Brooks 9 WOMEN CAN’T MAKE  A

    BABY IN 1 MONTH!
  21. GAP BRIDGER
 SILO BUSTER

  22. DETAILS
 where the devil is

  23. Plans are of little importance, but planning is essential. —

    WINSTON CHURCHILL Photo by Cecil Beaton, at 10 Downing Street, London, in 1940
  24. As we know, There are known knowns. There are things

    we know we know. We also know there are known unknowns. That is to say, we know there are some things we do not know. — DONALD RUMSFELD Photo by R. D. Ward
  25. But there are also unknown unknowns, the ones we don’t

    know we don’t know. — DONALD RUMSFELD Photo by R. D. Ward
  26. OFTEN, AT FIRST GLANCE, WE SEE WHAT WE WANT TO

    SEE
  27. GESTALT

  28. None
  29. None
  30. via Wikemedia Commons

  31. New York Times/Getty

  32. Liberty Magazine photographer 1930s

  33. THE CONTENT INVENTORY

  34. None
  35. CONTENT INVENTORY ‣ Item ID ‣ Item Title ‣ URL

    ‣ Content Type ‣ Attributes / Meta Data ‣ Topics / Keywords ‣ Owner / Maintainer ‣ ROT ‣ Notes
  36. “ — Jeffrey Veen A CONTENT INVENTORY IS A DECIDEDLY

    HUMAN TASK. IN FACT, WE FIND THAT THE PROCESS CAN OFTEN BE AS VALUABLE AS THE FINAL SPREADSHEET.
  37. GO BEYOND THE WEBSITE

  38. WHAT DOES IT GET YOU? ‣ Ready for a Content

    Audit ‣ Ready for Content Modeling
  39. TREASURE! findable in 1 out of every 100 projects

  40. THE CONTENT AUDIT

  41. WHAT TO AUDIT FOR? ‣ Does it support a business

    goal? ‣ Does it aid a user need? ‣ Does it inspire action? ‣ Does it pose a technical challenge for a responsive redesign?
  42. THE CONTENT MODEL

  43. THE CONTENT MODEL Documents ... ‣ the types of content

    your project needs ‣ the discrete attributes that make up each content type ‣ the relationships between them
  44. THE TYPES OF TYPES

  45. None
  46. HIERARCHY
 HIERARCHY HIERARCHY

  47. http://quarterhotcakes.wordpress.com/2012/03/19/design-workshop-photos/

  48. COMPONENT

  49. INTENT MAPPING

  50. PERSONA CONTENT TYPE A CONTENT TYPE B CONTENT TYPE C

    SCENARIO A
  51. TA DA!

  52. THANKS! Jared Ponchot // @jponch // RWD Summit 2014