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Content Strategy for Designers: DrupalCon Austin 2014

Jared Ponchot
June 03, 2014
Design
5
240

Content Strategy for Designers: DrupalCon Austin 2014

https://austin2014.drupal.org/session/content-strategy-designers

Have you ever been asked to design or redesign a site with large amounts of content that doesn’t yet exist? This can be one of the biggest challenges in a responsive web design project. Whether you’re designing or redesigning a CMS-powered site, design and content strategy have to work together to create something great.

However, designers often don’t have the luxury of working along-side a content strategist (sometimes there’s no content strategist on the project), so in this talk we’ll cover some practical steps you can take in your design process to uncover the parts you should be designing with and for and ensure your designs are sustainable and successful.

Jared Ponchot

June 03, 2014
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Transcript

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

    View Slide

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

    View Slide

  3. WHAT IS THIS

    CONTENT STRATEGY THING?

    View Slide

  4. LET’S TALK ABOUT 

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

    View Slide

  5. WHAT IS CONTENT STRATEGY?

    View Slide

  6. ROLE CLARITY

    View Slide

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

    View Slide

  8. View Slide

  9. “
    — Shelly Bowen
    A CONTENT STRATEGIST "TAKES THE
    BUSINESS OBJECTIVES AND THE AUDIENCE
    OBJECTIVES AND ALIGNS THEM ACROSS
    ALL PLATFORMS AND CHANNELS."

    View Slide

  10. WAIT, SO WHAT DOES 

    A DESIGNER DO?

    View Slide

  11. “
    — Kristina Halvorson
    CONTENT STRATEGY IS 

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

    View Slide

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

    View Slide

  13. WHAT DOES CONTENT STRATEGY
    CARE ABOUT?

    View Slide

  14. BUSINESS GOALS

    View Slide

  15. AUDIENCE NEEDS

    View Slide

  16. MESSAGE & MEANING

    View Slide

  17. VOICE & TONE

    View Slide

  18. RELEVANCE

    View Slide

  19. DELIVERY CHANNELS

    View Slide

  20. EDITORIAL PROCESS

    View Slide

  21. SUSTAINABILITY

    View Slide

  22. DESIGN SHOULD CARE 

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

    View Slide

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

    View Slide

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

    View Slide

  25. View Slide

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

    View Slide

  27. WHY IS CONTENT STRATEGY

    AWESOME?
    for designers, developers, everybody!

    View Slide

  28. WHY CONTENT STRATEGY 

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

    View Slide

  29. FORCE MULTIPLIER

    View Slide

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

    View Slide

  31. SILO BUSTER

    View Slide

  32. details are important!
    tiny de
    ASSUMPTION VALIDATOR

    View Slide

  33. Plans are of little importance, but
    planning is essential. — WINSTON CHURCHILL
    Photo by Cecil Beaton, at 10 Downing Street, London, in 1940

    View Slide

  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

    View Slide

  35. But there are also unknown unknowns,
    the ones we don’t know we don’t know.
    — DONALD RUMSFELD
    Photo by R. D. Ward

    View Slide

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

    View Slide

  37. GESTALT

    View Slide

  38. Photo from wikipedia by Ben Brooksbank

    View Slide

  39. Photo from bamfords-auctions.co.uk

    View Slide

  40. View Slide

  41. View Slide

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

    View Slide

  43. HUMILITY

    View Slide

  44. via Wikemedia Commons

    View Slide

  45. via Wikemedia Commons

    View Slide

  46. New York Times/Getty

    View Slide

  47. Liberty Magazine photographer 1930s

    View Slide

  48. Photo via nydailynews.com

    View Slide

  49. AP Photo by Murray Becker

    View Slide

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

    View Slide

  51. View Slide

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

    View Slide

  53. View Slide

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

    View Slide

  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.

    View Slide

  56. GO BEYOND THE WEBSITE

    View Slide

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

    View Slide

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

    View Slide

  59. THE CONTENT AUDIT

    View Slide

  60. WHAT TO AUDIT FOR?

    View Slide

  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?

    View Slide

  62. THE CONTENT MODEL

    View Slide

  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

    View Slide

  64. THE TYPES OF TYPES

    View Slide

  65. ASSETS

    View Slide

  66. STRUCTURE

    View Slide

  67. PRESENTATION

    View Slide

  68. WHY TYPES OF TYPES?

    View Slide

  69. View Slide

  70. HIERARCHY

    HIERARCHY
    HIERARCHY

    View Slide

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

    View Slide

  72. COMPONENT

    View Slide

  73. INTENT MAPPING

    View Slide

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

    View Slide

  75. PRESENTATION MODEL

    View Slide

  76. View Slide

  77. TA DA!

    View Slide

  78. THANKS!
    SESSION EVALUATION AT

    

    HTTP://AUSTIN2014.DRUPAL.ORG/SESSION/CONTENT-STRATEGY-DESIGNERS
    Jared Ponchot // @jponch // DrupalCon Austin 2014

    View Slide