Content strategy - Beyond the wireframe (UX Bristol 2014)

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    23-Aug-2014
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A workshop for UX designers and researchers. Have you ever experienced that sinking feeling at the end of a project when you realise the content that’s been loaded onto the site is nothing like what you were thinking of when you created the wireframes? Or revisited a site you built a while ago and found that additions and changes made over the years have altered it beyond recognition? Content strategy can help you plan for great content right from the start of a project. This workshop demystifies the content production workflow – how it’s commissioned, created, measured and maintained – talks a bit about governance, and provides some practical tips and tools to help plan and manage content, whether you’re from an agency or in-house. AUTHORS: Juliet Richardson Juliet is Principal UX Consultant at strategic UX design agency, Nomensa based in their Bristol office. She has been working in the field of UX for longer than she cares to remember and has worked on some great projects with some fabulous clients along the way, including a recent collaboration with Sophie to create a content strategy for a large national charity. Sophie Dennis Sophie is a freelance consultant. She is a freelance consultant specialising in UX and content strategy. She started her career in publishing before being enticed away by the bright lights of web design, where she has spent 15 years trying to get clients to take their content as seriously as they do design. She recently collaborated with Juliet on the content strategy for a major UK charity, and is currently working as a User Experience Director at cxpartners.

Transcript of Content strategy - Beyond the wireframe (UX Bristol 2014)

  • @we_are_Nomensa @sophiedennis SOPHIE DENNIS UX & Content Strategy Consultant Cayenne @sophiedennis Content Strategy: Beyond the Wireframe JULIET RICHARDSON Principal UX Consultant Nomensa @we_are_Nomensa
  • @we_are_Nomensa @sophiedennis Very funny picture goes here Why go beyond the wireframe? Hilarious slogan goes here
  • @we_are_Nomensa @sophiedennis What is content strategy The 8 essentials of great content How to plan for the time and effort needed to create great content The activities, people and roles involved Take away some practical tools and techniques What well cover
  • @we_are_Nomensa @sophiedennis What is content strategy? There are lots of definitions
  • @we_are_Nomensa @sophiedennis Planning for the creation, delivery, and governance of useful, usable content ! Kristina Halvorson
  • @we_are_Nomensa @sophiedennis Planning for the creation, delivery, and governance of useful, usable content ! Kristina Halvorson
  • @we_are_Nomensa @sophiedennis Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience ! Margot Bloomstein
  • @we_are_Nomensa @sophiedennis Content strategy is to copywriting as information architecture is to design ! Rachel Lovinger
  • @we_are_Nomensa @sophiedennis A plan for adding unique, expert, and indexable content to your site on a regular basis ! Mark OBrien
  • @we_are_Nomensa @sophiedennis Content marketing strategy [must come] first and this requires goals, different forms of content for different customer touchpoints, mapping the needs of people, the channels they prefer and the content or stories, etc ! Joe Pulizzi
  • @we_are_Nomensa @sophiedennis A broad church Different specialisms Different backgrounds Different perspectives Lets bring it all together
  • Adapted by Sophie Dennis sophiedennis.co.uk from original Brain Traffic 2011 blog.braintraffic.com/2011/03/brain_traffic_lands_quad People & Culture the how Content the what Creation, delivery and governance Useful, usable content Governance Workflow StructureSubstance The elements of Content Strategy What kind of content do we need (topics, types, sources, etc), and what messages does content need to communicate to our audience? How is content prioritized, organized, formatted, and displayed? IA, metadata, data modelling, distribution channel, linking strategies, etc How are key decisions about content and content strategy made? How are changes initiated and communicated? What processes, tools, and human resources are required for content initiatives to launch successfully and maintain ongoing quality?
  • @we_are_Nomensa @sophiedennis What is great content?
  • @we_are_Nomensa @sophiedennis Appropriate for the organisation and for its customers Contributes to both the organisations objectives, and the customers goal. On brand A consistent tone of voice communicates an organisations values through every piece of content. Necessary and needed Do not treat the web as a store cupboard with infinite stuffing space your users brains certainly arent. Useful, usable and user-centred Appropriate to the users goals and context, accessible, readable and understandable. Clear, consistent and concise Content that is clear and concise takes less time to read and understand. But it also takes time, effort and skill to create. Right for the distribution channel Websites, print, social media: different content works better on different channels. Adapt, remix and reuse. Discoverable There is no point going to the expense of commissioning, creating and publishing content if no one can find it. Sustainable Publishing is just the start. Make sure you have a plan to manage and monitor content throughout its lifecycle. The 8 qualities of great content 1 2 3 4 5 6 7 8
  • @we_are_Nomensa @sophiedennis Sustainable throughout its lifecycle
  • @we_are_Nomensa @sophiedennis The Content Lifecycle
  • @we_are_Nomensa @sophiedennis Activity: Content lifecycle Work in pairs Map the activities onto the broad plan, create, manage lifecycle
  • @we_are_Nomensa @sophiedennis activity activity activity activity activity activity activity activity activity activity
  • @we_are_Nomensa @sophiedennis
  • @we_are_Nomensa @sophiedennis Marketing Who does what? Copywriter Editor Subject Matter Expert
  • @we_are_Nomensa @sophiedennis Activity: Whos involved Work in groups of four Each take one of the four roles Put a yellow dot next to each stage you think you would be involved in
  • @we_are_Nomensa @sophiedennis Brainstorm ideas Create editorial calendar Cal Eddie Sam Mo Copywriter Editor Subject Expert Marketing Write first draft
  • @we_are_Nomensa @sophiedennis Activity: Whos in charge? As a group, discuss who should take the lead at each stage of the production process Put a red dot in the box under their name Only one red dot per row!
  • @we_are_Nomensa @sophiedennis Brainstorm ideas Create editorial calendar Cal Eddie Sam Mo Copywriter Editor Subject Expert Marketing Write first draft
  • @we_are_Nomensa @sophiedennis Activity: Who does what Pick one or two activities Discuss what each of you would be doing at that stage Write a short summary for each role on a post-it and stick it under their name
  • @we_are_Nomensa @sophiedennis Brainstorm ideas Create editorial calendar Cal Eddie Sam Mo Copywriter Editor Subject Expert Marketing Write first draft Bring doughnuts Be Interviewed nit pick Find cat pictures Interview Expert Write stuff
  • @we_are_Nomensa @sophiedennis Responsible The person who does the work: responsible for completing the action Accountable Oversees the work: accountable for its completion and quality Consulted Influences the work: consulted parties have input into the action Informed Knows whats happening: informed parties need to know action has been taken RACI Matrix R A C I
  • @we_are_Nomensa @sophiedennis Responsible Does the work Accountable Oversees the work Consulted Influences the work Informed Knows whats happening Brainstorm ideas Senior Editor Marketing Manager Subject Matter Experts Copywriter Create editorial calendar Senior Editor Marketing Manager Copywriter, Subject Matter Expert Write first draft Copywriter Senior Editor Subject Matter Expert Review, edit & proof- read 2nd Senior Editor Copywriter Find photos Designer Senior Editor Subject Matter Expert Copywriter Upload, approve & publish Senior Editor Marketing Manager Subject Matter Expert Copywriter Promote on social media Marketing Assistant Marketing Manager Senior Editor Monitor & report Marketing Assistant Marketing Manager Senior Editor Review: Update? Retire? Archive? Copywriter Senior Editor Marketing Manager Subject Matter Expert RACI MatrixMore examples at racichart.org
  • @we_are_Nomensa @sophiedennis The practicalities Create a process that fits Define and communicate roles clearly Be realistic! (Dont forget the multiplication sign)
  • @we_are_Nomensa @sophiedennis Useful Tools Automate your content audits Collate and review content from multiple contributors Manage your ongoing editorial calendar gathercontent.com content-insight.com divvyhq.com
  • @we_are_Nomensa @sophiedennis Recommended Books Content Production Planning for Agencies Gather Content ! FREE ebook download from gathercontent.com/content- production-planning-for-agencies/ Content Strategy for the Web Kristina Halvorson & Melissa Rach 2nd Edition, New Riders, 2013 contentstrategy.com amazon.co.uk/Content-Strategy-Voices- That-Matter/dp/0321808304 The Elements of Content Strategy Erin Kissane A Book Apart, 2011 abookapart.com/products/the- elements-of-content-strategy
  • SOPHIE DENNIS UX & Content Strategy Consultant Cayenne @sophiedennis ! GO BEYOND THE WIREFRAME! JULIET RICHARDSON Principal UX Consultant Nomensa @we_are_Nomensa