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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

Jared Ponchot

April 03, 2014
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  1. Jared Ponchot // @jponch // RWD Summit 2014
    for Designers
    CONTENT STRATEGY

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  2. HI, MY NAME IS JARED PONCHOT,
    AND I’M A DESIGNER
    not a content strategist

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  3. Image from http://newyorksightseeingtours.wordpress.com/tag/double-decker-bus-tours/

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  4. WHAT IS CONTENT STRATEGY?

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  5. WHY IS CONTENT STRATEGY

    AWESOME?
    for designers, developers, everybody!

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  6. I CAN HAZ CONTENT STRATEGY?

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  7. WHAT IS CONTENT STRATEGY?

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  8. ROLE CLARITY

    IS IMPORTANT

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  9. — Shelly Bowen
    A CONTENT STRATEGIST "TAKES THE
    BUSINESS OBJECTIVES AND THE AUDIENCE
    OBJECTIVES AND ALIGNS THEM ACROSS
    ALL PLATFORMS AND CHANNELS."

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  10. WAIT, SO WHAT DOES 

    A DESIGNER DO?

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  11. — Kristina Halvorson
    CONTENT STRATEGY IS 

    PLANNING FOR THE CREATION,
    DELIVERY, AND GOVERNANCE OF
    USEFUL, USABLE CONTENT.

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  12. — Rachel Lovinger
    CONTENT STRATEGY IS TO
    COPYWRITING AS INFORMATION
    ARCHITECTURE IS TO DESIGN.

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  13. — Kevin P. Nichols
    WE DEFINE CONTENT STRATEGY AS:
    GETTING THE RIGHT CONTENT TO THE
    RIGHT USER AT THE RIGHT TIME.

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  14. WHAT DOES A CONTENT
    STRATEGIST CARE ABOUT?
    ‣ Business Goals
    ‣ Audience Needs
    ‣ Message & Meaning
    ‣ Voice & Tone
    ‣ Relevance
    ‣ Delivery Channels
    ‣ Editorial Process
    ‣ Sustainability

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  15. PURPOSE, NOT PREFERENCE
    PRIORITY, NOT PLACEMENT
    SYSTEMS, NOT PAGES

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  16. — Victor Papanek
    DESIGN IS THE CONSCIOUS EFFORT
    TO IMPOSE A MEANINGFUL ORDER

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

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  18. WHY IS CONTENT STRATEGY

    AWESOME?
    for designers, developers, everybody!

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  19. FORCE MULTIPLIER

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  20. — Fred Brooks
    9 WOMEN CAN’T MAKE
    A BABY IN 1 MONTH!

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  21. GAP BRIDGER

    SILO BUSTER

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  22. DETAILS

    where the devil is

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  23. Plans are of little importance, but
    planning is essential. — WINSTON CHURCHILL
    Photo by Cecil Beaton, at 10 Downing Street, London, in 1940

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  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

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  25. But there are also unknown unknowns,
    the ones we don’t know we don’t know.
    — DONALD RUMSFELD
    Photo by R. D. Ward

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  26. OFTEN, AT FIRST GLANCE, WE SEE
    WHAT WE WANT TO SEE

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  27. via Wikemedia Commons

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  28. New York Times/Getty

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  29. Liberty Magazine photographer 1930s

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  30. THE CONTENT INVENTORY

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  31. CONTENT INVENTORY
    ‣ Item ID
    ‣ Item Title
    ‣ URL
    ‣ Content Type
    ‣ Attributes / Meta Data
    ‣ Topics / Keywords
    ‣ Owner / Maintainer
    ‣ ROT
    ‣ Notes

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  32. — 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.

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  33. GO BEYOND THE WEBSITE

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  34. WHAT DOES IT GET YOU?
    ‣ Ready for a Content Audit
    ‣ Ready for Content Modeling

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  35. TREASURE!
    findable in 1 out of every 100 projects

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  36. THE CONTENT AUDIT

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  37. 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?

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  38. THE CONTENT MODEL

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  39. THE CONTENT MODEL
    Documents ...
    ‣ the types of content your project needs
    ‣ the discrete attributes that make up each content type
    ‣ the relationships between them

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  40. THE TYPES OF TYPES

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  41. HIERARCHY

    HIERARCHY
    HIERARCHY

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

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  43. INTENT MAPPING

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  44. PERSONA
    CONTENT TYPE A
    CONTENT TYPE B
    CONTENT TYPE C
    SCENARIO A

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

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