Jared Ponchot // @jponch // ConvergeSE 2014
for Designers
CONTENT STRATEGY
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HI, MY NAME IS JARED PONCHOT,
AND I’M A DESIGNER
not a content strategist
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WHAT IS THIS
CONTENT STRATEGY THING?
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LET’S TALK ABOUT
CONTENT STRATEGY
‣ What is it?
‣ Why is it awesome?
‣ How can I start using it?
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WHAT IS CONTENT STRATEGY?
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ROLE CLARITY
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from http://web.mit.edu/mtg/www/2005/FAL/Photos.html
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“
— 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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WAIT, SO WHAT DOES
A DESIGNER DO?
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“
— Kristina Halvorson
CONTENT STRATEGY IS
PLANNING FOR THE CREATION,
DELIVERY, AND GOVERNANCE OF
USEFUL, USABLE CONTENT.
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“
— Kevin P. Nichols
WE DEFINE CONTENT STRATEGY AS:
GETTING THE RIGHT CONTENT TO THE
RIGHT USER AT THE RIGHT TIME.
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WHAT DOES CONTENT STRATEGY
CARE ABOUT?
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BUSINESS GOALS
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AUDIENCE NEEDS
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MESSAGE & MEANING
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VOICE & TONE
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RELEVANCE
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DELIVERY CHANNELS
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EDITORIAL PROCESS
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SUSTAINABILITY
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DESIGN SHOULD CARE
ABOUT THESE TOO!
‣ Business Goals
‣ Audience Needs
‣ Message & Meaning
‣ Voice & Tone
‣ Relevance
‣ Delivery Channels
‣ Editorial Process
‣ Sustainability
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PURPOSE, NOT PREFERENCE
PRIORITY, NOT PLACEMENT
SYSTEMS, NOT PAGES
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“
— Victor Papanek
DESIGN IS THE CONSCIOUS EFFORT
TO IMPOSE A MEANINGFUL ORDER
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A CONTENT STRATEGIST ISN’T
DISTRACTED WITH THE
PRESENTATION
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WHY IS CONTENT STRATEGY
AWESOME?
for designers, developers, everybody!
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WHY CONTENT STRATEGY
IS AWESOME
‣ Force Multiplier
‣ Silo Buster
‣ Assumption Validator / Destroyer
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FORCE MULTIPLIER
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“
— Fred Brooks
9 WOMEN CAN’T MAKE
A BABY IN 1 MONTH!
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SILO BUSTER
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details are important!
tiny de
ASSUMPTION VALIDATOR
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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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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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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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OFTEN, AT FIRST GLANCE, WE SEE
WHAT WE WANT TO SEE
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GESTALT
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Photo from wikipedia by Ben Brooksbank
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Photo from bamfords-auctions.co.uk
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from http://lauriekendrick.wordpress.com
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HUMILITY
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via Wikemedia Commons
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via Wikemedia Commons
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New York Times/Getty
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Liberty Magazine photographer 1930s
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Photo via nydailynews.com
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AP Photo by Murray Becker
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Photo from smithsonianmag.com from the National Portrait Gallery
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LET’S GET PRACTICAL
‣ Content Inventory
‣ Content Audit
‣ Content Model
‣ Intent Map
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CONTENT INVENTORY
‣ Item ID
‣ Item Title
‣ URL
‣ Content Type
‣ Attributes / Meta Data
‣ Topics / Keywords
‣ Owner / Maintainer
‣ ROT
‣ Notes
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“
— 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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GO BEYOND THE WEBSITE
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WHAT DOES IT GET YOU?
‣ Ready for a Content Audit
‣ Ready for Content Modeling
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TREASURE!
findable in 1 out of every 100 projects
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THE CONTENT AUDIT
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WHAT TO AUDIT FOR?
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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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THE CONTENT MODEL
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THE CONTENT MODEL
Documents ...
‣ the types of content your project needs
‣ the discrete attributes that make up each content type
‣ the relationships between them