Jared Ponchot // @jponch // RWD Summit 2014
for Designers
CONTENT STRATEGY
Slide 2
Slide 2 text
HI, MY NAME IS JARED PONCHOT,
AND I’M A DESIGNER
not a content strategist
Slide 3
Slide 3 text
Image from http://newyorksightseeingtours.wordpress.com/tag/double-decker-bus-tours/
Slide 4
Slide 4 text
WHAT IS CONTENT STRATEGY?
Slide 5
Slide 5 text
WHY IS CONTENT STRATEGY
AWESOME?
for designers, developers, everybody!
Slide 6
Slide 6 text
I CAN HAZ CONTENT STRATEGY?
Slide 7
Slide 7 text
WHAT IS CONTENT STRATEGY?
Slide 8
Slide 8 text
ROLE CLARITY
IS IMPORTANT
Slide 9
Slide 9 text
“
— Shelly Bowen
A CONTENT STRATEGIST "TAKES THE
BUSINESS OBJECTIVES AND THE AUDIENCE
OBJECTIVES AND ALIGNS THEM ACROSS
ALL PLATFORMS AND CHANNELS."
Slide 10
Slide 10 text
WAIT, SO WHAT DOES
A DESIGNER DO?
Slide 11
Slide 11 text
“
— Kristina Halvorson
CONTENT STRATEGY IS
PLANNING FOR THE CREATION,
DELIVERY, AND GOVERNANCE OF
USEFUL, USABLE CONTENT.
Slide 12
Slide 12 text
“
— Rachel Lovinger
CONTENT STRATEGY IS TO
COPYWRITING AS INFORMATION
ARCHITECTURE IS TO DESIGN.
Slide 13
Slide 13 text
“
— Kevin P. Nichols
WE DEFINE CONTENT STRATEGY AS:
GETTING THE RIGHT CONTENT TO THE
RIGHT USER AT THE RIGHT TIME.
Slide 14
Slide 14 text
WHAT DOES A CONTENT
STRATEGIST CARE ABOUT?
‣ Business Goals
‣ Audience Needs
‣ Message & Meaning
‣ Voice & Tone
‣ Relevance
‣ Delivery Channels
‣ Editorial Process
‣ Sustainability
Slide 15
Slide 15 text
PURPOSE, NOT PREFERENCE
PRIORITY, NOT PLACEMENT
SYSTEMS, NOT PAGES
Slide 16
Slide 16 text
“
— Victor Papanek
DESIGN IS THE CONSCIOUS EFFORT
TO IMPOSE A MEANINGFUL ORDER
Slide 17
Slide 17 text
A CONTENT STRATEGIST ISN’T
DISTRACTED WITH THE
PRESENTATION
Slide 18
Slide 18 text
WHY IS CONTENT STRATEGY
AWESOME?
for designers, developers, everybody!
Slide 19
Slide 19 text
FORCE MULTIPLIER
Slide 20
Slide 20 text
“
— Fred Brooks
9 WOMEN CAN’T MAKE
A BABY IN 1 MONTH!
Slide 21
Slide 21 text
GAP BRIDGER
SILO BUSTER
Slide 22
Slide 22 text
DETAILS
where the devil is
Slide 23
Slide 23 text
Plans are of little importance, but
planning is essential. — WINSTON CHURCHILL
Photo by Cecil Beaton, at 10 Downing Street, London, in 1940
Slide 24
Slide 24 text
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
Slide 25
Slide 25 text
But there are also unknown unknowns,
the ones we don’t know we don’t know.
— DONALD RUMSFELD
Photo by R. D. Ward
Slide 26
Slide 26 text
OFTEN, AT FIRST GLANCE, WE SEE
WHAT WE WANT TO SEE
Slide 27
Slide 27 text
GESTALT
Slide 28
Slide 28 text
No content
Slide 29
Slide 29 text
No content
Slide 30
Slide 30 text
via Wikemedia Commons
Slide 31
Slide 31 text
New York Times/Getty
Slide 32
Slide 32 text
Liberty Magazine photographer 1930s
Slide 33
Slide 33 text
THE CONTENT INVENTORY
Slide 34
Slide 34 text
No content
Slide 35
Slide 35 text
CONTENT INVENTORY
‣ Item ID
‣ Item Title
‣ URL
‣ Content Type
‣ Attributes / Meta Data
‣ Topics / Keywords
‣ Owner / Maintainer
‣ ROT
‣ Notes
Slide 36
Slide 36 text
“
— 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.
Slide 37
Slide 37 text
GO BEYOND THE WEBSITE
Slide 38
Slide 38 text
WHAT DOES IT GET YOU?
‣ Ready for a Content Audit
‣ Ready for Content Modeling
Slide 39
Slide 39 text
TREASURE!
findable in 1 out of every 100 projects
Slide 40
Slide 40 text
THE CONTENT AUDIT
Slide 41
Slide 41 text
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?
Slide 42
Slide 42 text
THE CONTENT MODEL
Slide 43
Slide 43 text
THE CONTENT MODEL
Documents ...
‣ the types of content your project needs
‣ the discrete attributes that make up each content type
‣ the relationships between them