The Care and Feeding of Content Strategists (Or, How to Find Your Inner Content Strategist)
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Transcript of The Care and Feeding of Content Strategists (Or, How to Find Your Inner Content Strategist)
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
The Care and Feeding of Content
Strategists(Or, Finding Your Inner Content Strategist)
Teresa LaneDirector, Digital Content StrategyWashington University in St. Louis@teresaalane
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Objectives• What content strategy is• Content strategy tools• How UX and content strategy
complement each other• Takeaways:• How to work most effectively with a content
strategist• How to flip the content switch in your brain if
you don’t have a content strategistImage: icanhas.cheezburger.com/
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
What is content strategy?• Long term planning• Address and serve target audience(s)• Organize and structure content• Prioritize messages• Groundwork for creating and managing
content• Information architecture (sometimes)• SEO (sometimes)
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
What is content strategy?“It plots an achievable roadmap for individuals and organizations to create and maintain content that audiences will actually care about.”
-Kristina Halvorson
Source: Content Strategy for the Web (Halvorson and Rach)Image: @tomcrabtree
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Why content strategy at UXPA?• Budget constraints• Near-universal needs• Anyone can write, right?• Copywriters aren’t necessarily content
strategists• Clients are expected to provide content
• Lots of crossover!Image: 3milliondogs.com
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Where’s the crossover?• We wind up with mushy leftovers.• Our perspectives complement each
other.• We’re both trying to put the user first.
Image: tomstockton.us
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
We play well with others• Fundamentally team players: we
work closely with developers, maybe visual designers
• When the digital project gets really complex, UX + content strategy partnership really shines
Image: mamietitine.centerblog.net
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Tools of the Trade• Content audit and analysis• Target audience prioritization• Card sorting• Content modeling• Content and messaging prioritization
Image: animals.desktopnexus.com/wallpaper/247181/
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Content Audit & Analysis• Early step• Finding out what we have• Informative of past priorities, client
resource allocation• How much work is ahead of us?
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Sample Audit Information• URL• Content format (e.g., HTML, PDF)• Content type (e.g., informational text,
event, post)• Target audience• Action requested of user• Category• Assessment of content for future use;
edits or action required
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Card Sorting• Relationships between content• Hierarchies• Information architecture and site maps
Image: shutterstock.com%2Fvideo%2Fclip-689344-stock-footage-cat-covered-in-post-it-notes
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Information Architecture & Navigation• Organization of content• Prominence of ideas and
categories• User navigation• Auxiliary navigation• Related content: presented to the user at
the moment of a contextual relationship
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Content Modeling• Representing content types and
the pieces that comprise them• Relationships between content pieces• Can also use this technique to
develop/communicate a site model
• Content design and engineering
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Content comes in many types• Informational “stuff”
• Big text pieces• Articles/Blog Posts• Mission Statement• Descriptions
• Specialized, often smaller, pieces• Groups• Programs• Products
• People information• Bios• Contact• Role descriptions
• Forms• Events and calendars• Recipes• Music/artist information
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Avoiding assumptions with specificity• You know about what I mean by each sort
of content on that list
• When we’re conscious of specifics, our content’s more effective
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Content “Chunks”• Content “chunks”: in part a clear
definition of the pieces of content• Eschewing “blobs”• Attach purpose and meaning to content
pieces• Future-friendly content
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
A straightforward example: events• Typical content model• Title• Date• Time• Location
• Address• Map• Link to map and/or directions
• Description• Call to action: register, contact, etc.
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Defining each piece• What’s its format?• What’s its size/length?• Is it required?• What’s its structure?
• e.g., field vs. tag• Example, sort by date:
• Standardize format • mm/dd/yyyy
• 10 characters• Required• Field
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Message Architecture & Content Hierarchy• Prioritization of “chunks”• Prioritization of pages within site• Calls-to-action, conversion points• Brand messaging
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Put the pieces back together.• Prioritize• Describe connections• Customize details
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Content Entry “Style” Guides• Message requirements and objectives• Title formats• Character limits• Styles (e.g., date format)
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Resources• Content Strategy for the Web by
Kristina Halvorson and Melissa Rach: http://contentstrategy.com/• Margot Bloomstein, Content Strategy at
Work: http://appropriateinc.com/book/ • Karen McGrane: https://karenmcgrane.com/ • Marli Mesibov: http://marli.us/news/• Jonathon Colman:
http://www.jonathoncolman.org/ • Confab: http://confabevents.com/blog
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Resources• http://alistapart.com/article/content-mod
elling-a-master-skill• https://gathercontent.com/blog/from-blob
s-to-chunks-a-real-life-example• http://alistapart.com/column/wysiwtf• http://responsivewebdesign.com/toast/co
ntentmodel/ • http://rosenfeldmedia.com/books/content
-everywhere/
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey/93Conference Survey: http://www.uxpa2016.org/survey
Thank you!Teresa Lane
@teresaalane