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A good content strategy revolves around the content lifecycle. A content strategist needs to be able to draw from multiple disciplines such as business analysis and user experience. By using all the resources at hand, we can create value from the content as well as a better user experience.
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Content Strategies for the Content Lifecycle
© 2010 Intentional Design Inc.www.intentionaldesign.ca
Rahel Anne Bailie@rahelab
Framework Content strategy:Repeatable system that
governs management of
content throughout the
entire content lifecycle
Content Strategy: convergence of disciplines and technologies
Content Strategy
Business Analysis
Technology
Content Development
User Experience
Content Strategist: convergence of skills and abilities
http://darmano.typepad.com/logic_emotion/2006/05/tshaped_creativ.html
• Content modeling• Configure/components• Structure /standards• Repository
• Aggregate• Transform• Present• Syndicate• Revise/sunset
• Acquire• Author• Edit• Metadata
• Design/planning• Requirements• Personas, scenarios• Governance• Budget
Analyze
CollectManage
Publish
Potential ROI:•Extend market reach•Better decision-making for sales•Better customer support•Better info for Industry analysts
•Potential IRR:Easier management of content•Reduce production time•Increase accuracy•Support risk management
Pushing content toits full potential
How to / training
Marketing
Support
How to
Social contentSupport
How to / training
How to / training
How to
h30413.www3.hp.com/SupportServices/country/us/en/support/T1100.html.htm
Or this
Training material
Marketing
Support
Support Technical manuals
Social network
You can deliver this
Training material
Technical manuals
Support articles
Now, broken experiences can damage brands faster than ever. “Nothing can
deter confidence quicker than
a broken experience.”*
* Christopher Cashdollar, Creative Director, Happy Cog Studios
Same content, two content strategies
“This Visa interface is great. I can download each
statement, by month, for the last year.”
1
2:00 PM
“Vancity is great. I can enter the dates
and download a whole year at a time, for the
last two years – in a single transaction.”
2
2:15 PM
“Visa’s monthly download is driving me bananas.
Why doesn’t Visa get it together?”
3
2:18 PM
Little credit union
BIG credit card company
Content drives the user experience.
Rather than designating content as something that is plugged into a decorated shell, why not endeavour to put it at the centre?
- Dorian Taylor
http://doriantaylor.com/the-web-doesnt-have-content-the-web-is-content
Universal user goal Get content:
1. Find it.2. Consume it.3. Act on it.
Content strategy: extension of the experience design
Specify context of use
Specify requirements
Produce design content solutions
Evaluate design content
Identify need for user-centered design content
System satisfies specified
requirements
Adapted from: http://www.upassoc.org/usability_resources/about_usability/what_is_ucd.html
• Content modeling• Configure/components• Structure /standards• Repository
• Aggregate• Transform• Present• Syndicate• Revise/sunset
• Acquire• Author• Edit• Metadata
• Design/planning• Requirements• Personas, scenarios• Governance• Budget
Analyze
CollectManage
Publish
We consume content like music: in context.
The move away from single-use, linear content is happening fast.
Portable content: reduce, re-use, recycle
Properties of portable contentQualitative:• Brand consistent• Minimalist• Audience-appropriate• Translation-ready
Technological:• Structured• Standards-based• Semantic• Interoperable
Portable content creates valueConvergence:
• Airline bookings
• Hotel bookings
• Car rental bookings
• Google maps
• Weather networks
Integration:
• Automatic integration
• Get instant, custom itinerary
Syndication:
• Share with trusted contacts
• Auto-notifications
Bottom line: Good Value
www.tripit.com
Move to experience design
Think beyond content; think experience
http://www.allmusic.com
Navigation
Editorial
Instructions
Music files
Ad
Cover art
Navigation
Previews
Mash-ups are also a form of content convergence.We can create more comprehensible ways to present content.
http://www.worldmapper.org
We can customize content being delivered.
Price range Bed/baths
Geography
View Alerts
Mash-ups are also a form of content convergence.We can create more interesting ways to present content.
http://pipes.yahoo.com
Consumers don’t care about your silos
Bonus: We can do more, better, faster.
When architected well, it happens seamlessly.
Information portal
TechComm
content
User-generated content
Engineering content
CRM content
Support center content
Marketing content
RSS feedsSubscriptions
Training content
• Content modeling• Configure/components• Structure /standards• Repository
• Aggregate• Transform• Present• Syndicate• Revise/sunset
• Acquire• Author• Edit• Metadata
• Design/planning• Requirements• Personas, scenarios• Governance• Budget
Analyze
CollectManage
Publish
Can you fill a user value gap?
Exploit the potential of your content– Is it structured?– Can it be re-used?– Can it be filtered?– Can it be searched (more
importantly, found)?– Can it be personalized?– Can it be integrated? – Can your content converge?– Can it be syndicated?– Can it interoperate with other
systems?
The first impression of a site is made within 50 milliseconds
Portable content: Converge, integrate, syndicate
Necessitates a move away from silos:• Integration: Inserting data variables into
content before delivery• Convergence: Displaying or delivering content
in a single place (screen or page)• Syndication: Automation of content delivery
Move assets up the value chain: increasing content value
Single-use assets• Cheap• Little value• Utilitarian
Multiple-use assets• More cost• More value• More care
How do you from here to here?
What is strategic content
Strategic content is:• Portable – can fit multiple contexts• Concise – shaped around a single concept• Findable – has good metadata• Standards-based – can be used across
platforms
XML http://www.w3.org/TR/REC-xml/ http://www.w3schools.com/xml/default.asp
DITA http://dita.xml.org/ http://dita.xml.org/5-minute-dita-tutorial
DocBook http://www.docbook.org/ http://wiki.docbook.org/topic/DocBookTutorials
S1000D http://www.s1000d.org/
And many other schemas:http://www.w3schools.com/schema/schema_intro.asp
XML, DITA, DocBook, S1000D
Wiki languages http://www.it.uu.se/internt/web/wikihelp/wikilang http://semanticweb.org/wiki/Structured_wiki http://talk.bmc.com/blogs/blog-gentle/anne-gentle/dita-wiki
Specialty XML, conversions http://www.stilo.com/ http://www.stylusstudio.com/xml_to_xml_mapper.html http://www.dclab.com
Wikis, Other XML
Think outside the site• What are the touch points? • What can be automated for users?• What are the preferences of your audiences?• Are you contributing to an engaging user experience?• How creative can you be?• What is the best you can hope to provide, logistically?
Shoot for the moon, to land amongst the stars.
Contact Info, Acknowledgements,Resources
Presentation © 2010 Intentional Design Inc.www.intentionaldesign.ca
Presenter:Rahel Anne Bailie, Content Strategist
http://www.google.com/profiles/rahel.bailieTwitter: @rahelab
Delicious: rahelabSlideshare: rahelab
Photography used under Creative Commons:http://www.flickr.com/photos/fdecomite/