Content Strategy for Designers: ConvergeSE 2014

Transcript

1. Jared Ponchot // @jponch // ConvergeSE 2014
   for Designers
   CONTENT STRATEGY
   

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2. HI, MY NAME IS JARED PONCHOT,
   AND I’M A DESIGNER
   not a content strategist
   

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3. WHAT IS THIS

   CONTENT STRATEGY THING?
   

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4. LET’S TALK ABOUT 

   CONTENT STRATEGY
   ‣ What is it?
   ‣ Why is it awesome?
   ‣ How can I start using it?
   

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5. WHAT IS CONTENT STRATEGY?
   

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6. ROLE CLARITY
   

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7. from http://web.mit.edu/mtg/www/2005/FAL/Photos.html
   

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9. “
   — 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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10. WAIT, SO WHAT DOES 

    A DESIGNER DO?
    

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11. “
    — Kristina Halvorson
    CONTENT STRATEGY IS 

    PLANNING FOR THE CREATION,
    DELIVERY, AND GOVERNANCE OF
    USEFUL, USABLE CONTENT.
    

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12. “
    — Kevin P. Nichols
    WE DEFINE CONTENT STRATEGY AS:
    GETTING THE RIGHT CONTENT TO THE
    RIGHT USER AT THE RIGHT TIME.
    

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13. WHAT DOES CONTENT STRATEGY
    CARE ABOUT?
    

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14. BUSINESS GOALS
    

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15. AUDIENCE NEEDS
    

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16. MESSAGE & MEANING
    

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17. VOICE & TONE
    

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18. RELEVANCE
    

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19. DELIVERY CHANNELS
    

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20. EDITORIAL PROCESS
    

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21. SUSTAINABILITY
    

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22. DESIGN SHOULD CARE 

    ABOUT THESE TOO!
    ‣ Business Goals
    ‣ Audience Needs
    ‣ Message & Meaning
    ‣ Voice & Tone
    ‣ Relevance
    ‣ Delivery Channels
    ‣ Editorial Process
    ‣ Sustainability
    

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23. PURPOSE, NOT PREFERENCE
    PRIORITY, NOT PLACEMENT
    SYSTEMS, NOT PAGES
    

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24. “
    — Victor Papanek
    DESIGN IS THE CONSCIOUS EFFORT
    TO IMPOSE A MEANINGFUL ORDER
    

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26. A CONTENT STRATEGIST ISN’T
    DISTRACTED WITH THE
    PRESENTATION
    

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27. WHY IS CONTENT STRATEGY

    AWESOME?
    for designers, developers, everybody!
    

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28. WHY CONTENT STRATEGY 

    IS AWESOME
    ‣ Force Multiplier
    ‣ Silo Buster
    ‣ Assumption Validator / Destroyer
    

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29. FORCE MULTIPLIER
    

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30. “
    — Fred Brooks
    9 WOMEN CAN’T MAKE
    A BABY IN 1 MONTH!
    

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31. SILO BUSTER
    

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32. details are important!
    tiny de
    ASSUMPTION VALIDATOR
    

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33. 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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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
    

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35. 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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36. OFTEN, AT FIRST GLANCE, WE SEE
    WHAT WE WANT TO SEE
    

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37. GESTALT
    

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38. Photo from wikipedia by Ben Brooksbank
    

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39. Photo from bamfords-auctions.co.uk
    

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42. from http://lauriekendrick.wordpress.com
    

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43. HUMILITY
    

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44. via Wikemedia Commons
    

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45. via Wikemedia Commons
    

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46. New York Times/Getty
    

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47. Liberty Magazine photographer 1930s
    

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48. Photo via nydailynews.com
    

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49. AP Photo by Murray Becker
    

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50. Photo from smithsonianmag.com from the National Portrait Gallery
    

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

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54. CONTENT INVENTORY
    ‣ Item ID
    ‣ Item Title
    ‣ URL
    ‣ Content Type
    ‣ Attributes / Meta Data
    ‣ Topics / Keywords
    ‣ Owner / Maintainer
    ‣ ROT
    ‣ Notes
    

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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.
    

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56. GO BEYOND THE WEBSITE
    

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57. WHAT DOES IT GET YOU?
    ‣ Ready for a Content Audit
    ‣ Ready for Content Modeling
    

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58. TREASURE!
    findable in 1 out of every 100 projects
    

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59. THE CONTENT AUDIT
    

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60. WHAT TO AUDIT FOR?
    

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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?
    

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62. THE CONTENT MODEL
    

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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
    

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64. THE TYPES OF TYPES
    

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65. ASSETS
    

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66. STRUCTURE
    

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67. PRESENTATION
    

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68. WHY TYPES OF TYPES?
    

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70. HIERARCHY

    HIERARCHY
    HIERARCHY
    

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71. http://quarterhotcakes.wordpress.com/2012/03/19/design-workshop-photos/
    

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72. COMPONENT
    

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73. INTENT MAPPING
    

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74. PERSONA
    CONTENT TYPE A
    CONTENT TYPE B
    CONTENT TYPE C
    SCENARIO A
    

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75. TA DA!
    

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76. THANKS!
    Jared Ponchot // @jponch // ConvergeSE 2014
    

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