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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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Transcript

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

    OBJECTIVES AND THE AUDIENCE OBJECTIVES AND ALIGNS THEM ACROSS ALL PLATFORMS AND CHANNELS."
  2. “ — Kristina Halvorson CONTENT STRATEGY IS 
 PLANNING FOR

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

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

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

    ‣ Audience Needs ‣ Message & Meaning ‣ Voice & Tone ‣ Relevance ‣ Delivery Channels ‣ Editorial Process ‣ Sustainability
  6. Plans are of little importance, but planning is essential. —

    WINSTON CHURCHILL Photo by Cecil Beaton, at 10 Downing Street, London, in 1940
  7. 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
  8. But there are also unknown unknowns, the ones we don’t

    know we don’t know. — DONALD RUMSFELD Photo by R. D. Ward
  9. CONTENT INVENTORY ‣ Item ID ‣ Item Title ‣ URL

    ‣ Content Type ‣ Attributes / Meta Data ‣ Topics / Keywords ‣ Owner / Maintainer ‣ ROT ‣ Notes
  10. “ — 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.
  11. WHAT DOES IT GET YOU? ‣ Ready for a Content

    Audit ‣ Ready for Content Modeling
  12. 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?
  13. THE CONTENT MODEL Documents ... ‣ the types of content

    your project needs ‣ the discrete attributes that make up each content type ‣ the relationships between them