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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

Jared Ponchot

May 02, 2014
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Transcript

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

    ‣ Why is it awesome? ‣ How can I start using it?
  2. “ — Shelly Bowen A CONTENT STRATEGIST "TAKES THE BUSINESS

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

    THE CREATION, DELIVERY, AND GOVERNANCE OF USEFUL, USABLE CONTENT.
  4. “ — Kevin P. Nichols WE DEFINE CONTENT STRATEGY AS:

    GETTING THE RIGHT CONTENT TO THE RIGHT USER AT THE RIGHT TIME.
  5. DESIGN SHOULD CARE 
 ABOUT THESE TOO! ‣ Business Goals

    ‣ Audience Needs ‣ Message & Meaning ‣ Voice & Tone ‣ Relevance ‣ Delivery Channels ‣ Editorial Process ‣ Sustainability
  6. WHY CONTENT STRATEGY 
 IS AWESOME ‣ Force Multiplier ‣

    Silo Buster ‣ Assumption Validator / Destroyer
  7. Plans are of little importance, but planning is essential. —

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

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

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

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

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