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

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
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
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
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
52. LET’S GET PRACTICAL ‣ Content Inventory ‣ Content Audit ‣ Content Model ‣ Intent Map
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?
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