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UX for Content Strategistsand Technical Writers

What is Content Strategy?

Patrick NeemanDirector of Product Design, Apptio

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Troy ParkeAssociate UX Director, Disney

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The Speakers

Troy Parke Associate Director of UX, Disney Parks and Resorts

Drinks Diet Coke

Patrick Neeman Director of Product Design,

Apptio Drinks Whiskey

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Mindy Messenger Content Strategist at University of Washington

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What is Content Strategy?

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A Definition

I define content strategy as planning for the creation, delivery, and governance of useful, usable content.” Kristina Halvorson

“

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A DefinitionGetting the right content to the right user at the right time.” Kevin P. Nichols, SapientNitro“

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Wikipedia DefinitionContent strategy is the practice of planning the content creation, delivery, and governance. A repeatable system that defines the entire editorial content development process.” http://en.wikipedia.org/wiki/Content_strategy

“

Municipality of Anchorage • 300k page website • Several different content

management systems • One webmaster that herded the

cats • No understanding of the users • No stated goals

Municipality of Anchorage • Talked to stakeholders • Extensive user research • Content Audit: Quantitative Inventory

of 30k of 300k pages • Distilled it to 17 page patterns • Consolidated ~30 departments on

one content management platform with governance rules

• Developed web parts that had fixed content structures and could be shared

Municipality of Anchorage: Definition

• Key themes and messages • Recommended topics • Content purpose • Content gap analysis • Metadata frameworks and

related content attributes • Search engine optimization • Implications of strategic

recommendations on content creation, publication, and governance

!http://alistapart.com/article/thedisciplineofcontentstrategyPublished December 16, 2008 | Work on site started January 2008

Right Content, Right User, Right Time

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Who’s doing it now?

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The Competencies of User Experience

User Researchand Analytics Understanding the

users through observations and

data

Content Strategy

Planning for the creation, delivery

and governance of usable content

Information Architecture

Organizing information in a

product or website in a usable way

InteractionDesign

Designing interactive behaviors with a specific focus on

their use

VisualDesign

Designing the visual qualities in an aesthetically pleasing way

Front End Development

Building the interactive behaviors

to be used by the end user

http://www.nickfinck.com/blog/entry/ux_career_progression_finding_a_niche_building_a_personal_brand/

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Information Architects

User Research and Analytics

Content Strategy

Information Architecture

InteractionDesign

VisualDesign

Front End Development

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Interaction Designer

User Researchand Analytics

Content Strategy

Information Architecture

InteractionDesign

VisualDesign

Front End Development

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Web or Visual Designers

User Research and Analytics

Content Strategy

Information Architecture

InteractionDesign

VisualDesign

Front End Development

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How to get involved in the process?

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Work with the designers

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Recommended Resources

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Content Strategists on Twitter• Kristina Halvorson — @halvorson • Jonathon Colman — @jcolman • Misty Weaver — @meaningmeasure • Factor — @factorfirm

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Content Strategy for the Web Kristina Halvorson and Melissa Rach

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Exercise

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Travel Website: Content Strategy• Who is the audience? • What are the content

priorities? • What’s the voice and

tone?

• How often is the content published?

• Who manages the process?

• Who writes the content?