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Content Strategy for Designers: ConvergeSE 2014

Content Strategy for Designers: ConvergeSE 2014

This talk covers ...

- What is Content Strategy?
- Why is Content Strategy awesome for your design process?
- Practical ways to incorporate content strategy into the design process

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Jared Ponchot

May 02, 2014
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Transcript

  1. Jared Ponchot // @jponch // ConvergeSE 2014 for Designers CONTENT

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

    not a content strategist
  3. WHAT IS THIS
 CONTENT STRATEGY THING?

  4. LET’S TALK ABOUT 
 CONTENT STRATEGY ‣ What is it?

    ‣ Why is it awesome? ‣ How can I start using it?
  5. WHAT IS CONTENT STRATEGY?

  6. ROLE CLARITY

  7. from http://web.mit.edu/mtg/www/2005/FAL/Photos.html

  8. None
  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. “ — Kevin P. Nichols WE DEFINE CONTENT STRATEGY AS:

    GETTING THE RIGHT CONTENT TO THE RIGHT USER AT THE RIGHT TIME.
  13. WHAT DOES CONTENT STRATEGY CARE ABOUT?

  14. BUSINESS GOALS

  15. AUDIENCE NEEDS

  16. MESSAGE & MEANING

  17. VOICE & TONE

  18. RELEVANCE

  19. DELIVERY CHANNELS

  20. EDITORIAL PROCESS

  21. SUSTAINABILITY

  22. DESIGN SHOULD CARE 
 ABOUT THESE TOO! ‣ Business Goals

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

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

    IMPOSE A MEANINGFUL ORDER
  25. None
  26. A CONTENT STRATEGIST ISN’T DISTRACTED WITH THE PRESENTATION

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

  28. WHY CONTENT STRATEGY 
 IS AWESOME ‣ Force Multiplier ‣

    Silo Buster ‣ Assumption Validator / Destroyer
  29. FORCE MULTIPLIER

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

    BABY IN 1 MONTH!
  31. SILO BUSTER

  32. details are important! tiny de ASSUMPTION VALIDATOR

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

    WINSTON CHURCHILL Photo by Cecil Beaton, at 10 Downing Street, London, in 1940
  34. 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
  35. But there are also unknown unknowns, the ones we don’t

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

    SEE
  37. GESTALT

  38. Photo from wikipedia by Ben Brooksbank

  39. Photo from bamfords-auctions.co.uk

  40. None
  41. None
  42. from http://lauriekendrick.wordpress.com

  43. HUMILITY

  44. via Wikemedia Commons

  45. via Wikemedia Commons

  46. New York Times/Getty

  47. Liberty Magazine photographer 1930s

  48. Photo via nydailynews.com

  49. AP Photo by Murray Becker

  50. Photo from smithsonianmag.com from the National Portrait Gallery

  51. None
  52. LET’S GET PRACTICAL ‣ Content Inventory ‣ Content Audit ‣

    Content Model ‣ Intent Map
  53. None
  54. CONTENT INVENTORY ‣ Item ID ‣ Item Title ‣ URL

    ‣ Content Type ‣ Attributes / Meta Data ‣ Topics / Keywords ‣ Owner / Maintainer ‣ ROT ‣ Notes
  55. “ — 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.
  56. GO BEYOND THE WEBSITE

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

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

  59. THE CONTENT AUDIT

  60. WHAT TO AUDIT FOR?

  61. 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?
  62. THE CONTENT MODEL

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

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

  65. ASSETS

  66. STRUCTURE

  67. PRESENTATION

  68. WHY TYPES OF TYPES?

  69. None
  70. HIERARCHY
 HIERARCHY HIERARCHY

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

  72. COMPONENT

  73. INTENT MAPPING

  74. PERSONA CONTENT TYPE A CONTENT TYPE B CONTENT TYPE C

    SCENARIO A
  75. TA DA!

  76. THANKS! Jared Ponchot // @jponch // ConvergeSE 2014