Kristina Halvorson - A Content Strategy Roadmap

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A Content Strategy Roadmap UX London 2012 • Kristina Halvorson

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Content

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This is copywriting.

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This is content.

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Content Strategy

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Content strategy plans for the creation, delivery and governance of useful, usable content.

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Not just … • What

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But … • What • Why • How • When • For whom • With what • Where • When • How often • What next

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Core Strategy (or, Purpose) What will your content do for your business and your users?

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Substance What content do you and your audiences need, and why?

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Structure How is content organized, prioritized, and accessed?

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Workﬂow How is content created and maintained?

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Governance How are decisions about content and content strategy made?

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The Story of Jasper and the Tree Frogs (and His Website)

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http://www.animalpicturesforkids.info/images/wmwallpapers/Blue-Poison-Dart-Frog-1.jpeg

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http://www.ﬂickr.com/photos/briangratwicke/4396412750/

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http://www.ﬂickr.com/photos/briangratwicke/4396252726/sizes/l/in/photostream/

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http://www.ﬂickr.com/photos/meneldur/128086667/sizes/z/in/photostream/

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http://www.ﬂickr.com/photos/striatic/1101476/sizes/z/in/photostream/

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http://www.ﬂickr.com/photos/fernando/36759033/

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http://www.ﬂickr.com/photos/bennybenso/1477405293/

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http://www.ﬂickr.com/photos/briangratwicke/4396412750/

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ANGIE PROJECT MANAGER BEN USER EXPERIENCE DAVE VISUAL DESIGNER CARI DEVELOPER TEAMWEB

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Discover Deﬁne Design Develop Deploy

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The Kickoﬀ

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How will your content serve your business and your users?

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Discover Deﬁne Design Develop Deploy Discover Deﬁne Design Develop Deploy

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• Business objectives • Current technology • Project objectives • Functional requirements • User research • Cross-platform initiatives • Stakeholder interviews • Industry trends • Usability testing • Competitors • Design research • Content audit Discover

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http://lsdev.biz/ﬁles/2010/08/Sample_Content_Audit.jpg high level tree frog audit

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high level tree frog audit

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high level tree frog audit

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ANGIE PROJECT MANAGER BEN USER EXPERIENCE DAVE VISUAL DESIGNER CARI DEVELOPER TEAMWEB

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JULIE COPYWRITER JULIE CONTENT WRANGLER

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• Business objectives • Current technology • Project objectives • Functional requirements • User research • Contextual considerations • Stakeholder interviews • Industry trends • Usability testing • Competitors • Design research • Content audit Discover CONTENT • Content ROT • Stakeholder agendas • Current style guide • Content owners • Content readability • Workﬂow and timelines • Search analytics • Metadata integrity • Legal requirements • Translation requirements • Channel requirements • Accessibility requirements

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• Substance: Who are you trying to reach? Why? What do they want to know? Is your current content accurate, relevant, up-to-date? • Structure: Where is your content? How is it organized? What does your metadata look like? How do people ﬁnd your content? Are you delivering content on multiple channels and platforms? • Workﬂow: How does content happen (from creation to deletion)? Who is involved? • Governance: What are your policies, guidelines, and standards? Who owns that?

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“Tell me more about that.”

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Discover Deﬁne Design Develop Deploy Discover Deﬁne Design Develop Deploy

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• Project plan • High level architecture • Website objectives • Content requirements • Success metrics • Features deﬁnition • Dependencies • Development plan • Branding elements • User testing/QA • Design mock-ups • Launch plan Deﬁne

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http://www.flickr.com/photos/foodclothingshelter/3697096198/sizes/l/in/photostream/

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Back it up. • What • Why • How • When • For whom • With what • Where • When • How often • What next

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• Project plan • High level architecture • Website objectives • Content requirements • Success metrics • Features definition • Branding elements • Development plan • Design concepts • QA requirements • Core messaging • Workflow design • Style guide • Role descriptions • Topics and transactions • Editorial calendar • Governance guidelines • Content migration plans • Core messaging Define CONTENT

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Messaging Mesaging is an internal tool used to… • Prioritize content types and choices • Keep content consistent (over media and time) • Guide design choices • Align content owners

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BEN USER EXPERIENCE JULIE CONTENT WRANGLER

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Junglebox makes it possible for everyone to experience the joy of owning, breeding and raising exotic frogs. CORE MESSAGE

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high level tree frog audit

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Deﬁne • Core messaging • Workﬂow design • Style guide • Role descriptions • Topics / Transactions • Editorial calendar • Governance guidelines • Content migration specs CONTENT

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Smart These tiny springtails float on the water’s surface, which makes it easier to remove them for feedings. Due to their tiny size, springtails float on the surface of water. This trait can be exploited when attempting to remove the springs from their culture for feedings. Helpful Have questions? I’m happy to help out however I can. Should you have questions or concerns regarding our live specimens, products, shipping or other subject, please contact us so we may be of assistance. Enthusiastic Our new vivariums have us hopping up and down with excitement. OMG! Check out our awesome new crop of Dendrobates Tinctorius!! Seriously, you’ll freak out over these. FREAK. OUT. Junglebox is… Like this. Not this. SHORT STYLE GUIDE:

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Deﬁne • Core messaging • Workﬂow design • Style guide • Role descriptions • Topics / Transactions • Editorial calendar • Governance guidelines • Content migration specs CONTENT

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ANGIE PROJECT MANAGER JULIE CONTENT WRANGLER

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EDITORIAL CALENDAR

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Discover Deﬁne Design Develop Deploy Discover Deﬁne Design Develop Deploy

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• Detailed site map • Visual treatment deﬁnition • Page types • Mockups • Wireframes • Style guide • Storyboards • Copywriting • Task design • Video/audio creation • Application structure • CMS templates Design

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high level tree frog audit

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FEATURED FROGS JUNGLEBOX Buy Dart Frogs Buy Supplies Our Gallery Watch & Learn Jasper’s Frog Blog Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur Contact Jasper Herpetology the way you like it. Flexible space #1 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur Flexible space #2 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur Flexible space #3 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur FROG 1 FROG 2 FROG 3 Our Story Login | Checkout

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. FEATURED FROGS JUNGLEBOX Buy Dart Frogs Buy Supplies Our Gallery Watch & Learn Our Story Jasper’s Frog Blog frog 2 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur frog 3 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur frog 1 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum non massa accumsan odio consectetur Contact Jasper Learn: (topic) Frog Blog ON SALE! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Herpetology the way you like it. Login | Checkout

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Design • Messaging hierarchy • Workﬂow design • Page tables • Role descriptions • Content attributes • Editorial calendar • Metadata schema • Content migration specs CONTENT

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BEN USER EXPERIENCE JULIE CONTENT WRANGLER

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Design • Messaging hierarchy • Workﬂow design • Page tables • Role descriptions • Content attributes • Editorial calendar • Metadata schema • Content migration specs CONTENT • Page tables

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Page: Products Objective: Help customers understand we are experts who sell the same high quality products we use ourselves, so they will have the confidence to buy. Source Material: Current site, product box copy, current campaign materials Maintenance: Monthly Key Messages: After 10+ years of raising frogs, these are the products we recommend. You don’t have to shop around, because everything you need is right here. Priority 1: Highlight product categories Only three bullet points (10-15 words each) for each category. - What is it? - What is it for? - Why will it help you? Priority 2: Intro text One sentence about how Junglebox only offers the products we use ourselves. Page Table

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DAVE VISUAL DESIGNER JULIE CONTENT WRANGLER

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Junglebox makes it possible for everyone to experience the joy of owning, breeding and raising exotic frogs. CORE MESSAGE

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EXCITING, EXOTIC DART FROGS JUNGLEBOX Buy Dart Frogs Buy Equipment Our Gallery Watch & Learn Our Story Jasper’s Frog Blog Dendrobates auratus The green-and-black poison arrow frog is the most-often sighted frog in the wild. Epipedobates tricolor Some of the smallest frogs around, ranging from 1 to 4 centimeters. Phyllobates terribilis The world’s most poisonous vertebrate. Vulnerable to disease and climate change. Contact Jasper Learn: Feeding Frog Blog ON SALE! Avoid these top 5 mistakes when feeding your growing frog. 04.17.12 — Jasper shares how climate change can affect your littlest friends We’re overstocked on a few of Jasper’s favorites. Check them out > Herpetology the way you like it.

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Discover Deﬁne Design Develop Deploy Discover Deﬁne Design Develop Deploy

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• HTML templates • Development environment • Back end components • Data model • QA • Content upload • Error log • Authoring conventions • System integration • SEO implementation Develop

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ANGIE PROJECT MANAGER JULIE CONTENT WRANGLER

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high level tree frog audit

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http://www.web-content-strategy.com/

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http://www.web-content-strategy.com/

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• ` http://www.web-content-strategy.com/

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http://www.web-content-strategy.com/

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http://www.web-content-strategy.com/

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http://www.web-content-strategy.com/

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• HTML templates • Development environment • Coding • Data model • QA • Content upload • Error log • Authoring conventions • System integration • SEO implementation • Content inventory • Per-page metadata • Content upload • Error messages • Full editorial style guide • Training materials • SEO guidelines • Content QA plan Develop CONTENT

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Discover Deﬁne Design Develop Deploy Discover Deﬁne Design Develop Deploy

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h"p://www.ﬂickr.com/photos/pinguino/4081421885/

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Care for • Ongoing QA plan • Rolling content inventory • Metrics analysis • Staﬀ coaching • Editorial oversight • Sourcing reviews • Metadata oversight • Governance board reviews CONTENT

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Content ﬁrst.

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Fragmenting our content across diﬀerent ‘device-optimized’ experiences is a losing proposition, or at least an unsustainable one. – Ethan Marcotte, Responsive Design “

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http://nimble.razorfish.com/publication/?m=11968&l=1

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• Empower your writers • Use real copy • Assign content owners • Editorial calendar • Content inventory • Collaborate on metadata • Short-form style guide • Content QA plan • Page tables • Don’t look back Start small. Start here. • Don’t look back

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Content always.

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Thanks. • kristina@braintraﬃc.com • http://blog.braintraﬃc.com All images used under CreaAve Commons licensing

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And thanks to our cast… ANGIE DOERR BEN BEUCHLER DAVE DOHMEIER CARI TUMA JULIE HORTON