© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Build BETTER
Content
© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
@jcolmanJonathon Colman
Content Strategy, Facebook
© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Download these Slides
Inspired by…
Maria Giudice@mgiudice
Rise of the DEO
© Maria Giudicehttp://www.slideshare.net/hotstudio/the-rise-of-the-deo
Maria Giudice@mgiudice
Rise of the DEO Content is a Product
Ian Lurie@portentint
© Maria Giudicehttp://www.slideshare.net/hotstudio/the-rise-of-the-deo
© Ian McKenzie – flickr.com/photos/tubaism/6790098376Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Maria Giudice@mgiudice
Rise of the DEO Content is a Product
Ian Lurie@portentint
Truth and Dare
Jason Mesut@jasonmesut
© Jason Mesuthttp://www.slideshare.net/jasonmesut/truth-and-dare-04
© Maria Giudicehttp://www.slideshare.net/hotstudio/the-rise-of-the-deo
© Ian McKenzie – flickr.com/photos/tubaism/6790098376Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Stand up if
You’re a writer
Stand up if
You’re a writerYou’re a builder
Stand up if
You’re a writerYou’re a builderYou’re a designer
© Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
hey
© Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
We should all be standing
How we identify ourselves
How we identify ourselves
Matters
© Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
We work best when we’re
Open and bold
© Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’s be open
Let’s be open
I’m a content strategist
© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Kristina HalvorsonCEO/Founder, Brain traffic
Co-author, Content Strategy for the Web
Quote by Kristina Halvorson (@halvorson) - http://alistapart.com/article/thedisciplineofcontentstrategy © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Rachel LovingerExperience Director, Razorfish
Quote by Rachel Lovinger (@rlovinger) - http://boxesandarrows.com/content-strategy-the-philosophy-of-data/ © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Sara Wachter-BoettcherContent Strategist
Author, Content Everywhere
Quote by Sara Wachter-Boettcher (@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Sara Wachter-BoettcherContent Strategist
Author, Content Everywhere
Quote by Sara Wachter-Boettcher (@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
But isn’t Facebook’s content all user-generated?
But isn’t Facebook’s content all user-generated?
Nope.© Jes (mugley) - flickr.com/photos/mugley/2594318333 Creative Commons license: https://creativecommons.org/licenses/by-sa/2.0/
© Facebook - http://newsroom.fb.com/news/2014/09/privacy-checkup-is-now-rolling-out/
© Facebook - http://newsroom.fb.com/news/2014/06/making-ads-better-and-giving-people-more-control-over-the-ads-they-see/
© Facebookhttp://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/
Let’s be bold
Let’s be bold
content strategy ≠copywriting
© Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/
Let’s be bold
© Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/
content strategy ≠managing writers
Let’s be bold
content strategy ≠content marketing
© Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/
© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’s be bold
content strategy = interaction design
Let’s be bold
content strategy = user experience
© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’s be bold
content strategy = design thinking
© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
© Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio
© Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio
This is content
© Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio
© Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio
Content
This is design andengineering without
© Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio
This is content
Strategy
© Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio
Let’s be bold
Design Content as a
system© Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
concept: Erin Kissane
Let’s be bold
Design Content as a
product© Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
concept: Ian Lurie
Let’s be bold
Design Content as an
experience© Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Not as a
campaign© Enokson - flickr.com/photos/vblibrary/8530583956 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
© Enokson - flickr.com/photos/vblibrary/8579567098 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
… even if you a/b test it
Listen:
“Page views aren’t your goal.”
Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29
Source: Michael Powers
“Your goal isyour goal.”
Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29 © Bronski Beat - flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Source: Michael Powers
Self-actualization
Esteem
Love & Belonging
Safety
Physiological
A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm
Good content experiences meet our needs
Source: A.H. Maslow
Self-actualization
Esteem
Love & Belonging
Safety
Physiological
A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm
Good content experiences meet our needs
Source: A.H. Maslow
Self-actualization
Esteem
Love & Belonging
Safety
Physiological
A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm
Good content experiences meet our needs
Source: A.H. Maslow
Self-actualization
Esteem
Love & Belonging
Safety
Physiological
A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm
Good content experiences meet our needs
Source: A.H. Maslow
Self-actualization
Esteem
Love & Belonging
Safety
Physiological
A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm
Good content experiences meet our needs
Source: A.H. Maslow
Joy
Usability
Accessibility
Core Functionality
Purpose
A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm
Great content experiences exceed them
Inspired by: A.H. Maslow, Sarah O’Keefe, Hilary Marsh, Wouter de Bres, and Matt Toback
© Skillset.org/Brain Traffic - blog.braintraffic.com/2010/01/behold-the-mighty-hive/ (used with permission)
Content needs collaborationacross teams
Source: Skillset.org/Brain Traffic
© Erin Scime/DopeData.com - dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/ (used with permission)
Content needs a lifecycle
Source: Erin Scime/Dopedata.com
“Build-Measure-Learn” © Eric Ries/The Lean Startup
measure
Build
Learn
Source: Eric Ries, The Lean Startup
Content is an Experience
measure
Build
Learn
Data
ProductsIdeas
“Build-Measure-Learn” © Eric Ries/The Lean Startup
Source: Eric Ries, The Lean Startup
that improves with iteration
Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey
Single-Loop Learning
NormsAssumptionsStrategies
Organizational action
Outcomes
Chart: Dr. Chun Wei Choo
But you can’t be lean without learning
Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey
But you can’t be lean without learning
Single-Loop Learning
NormsAssumptionsStrategies
Organizational action
Outcomes
Double-Loop Learning
Chart: Dr. Chun Wei Choo
© Thomas Hawk - flickr.com/photos/thomashawk/14875780140/ Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
How we design
Content experiences at Facebook
Start with the Why
why
“Start with Why” © Simon Sinek, www.startwithwhy.com
Make the world more open and connected
Chart: Simon Sinek
Continue with the How
“Start with Why” © Simon Sinek, www.startwithwhy.com
connect with friends, discover the world, share how you want
how
why
Chart: Simon Sinek
Then do the What
“Start with Why” © Simon Sinek, www.startwithwhy.com
Design, Engineering, Content, Research, marketing, product…
how
what
why
Chart: Simon Sinek
© Facebook – facebook.com/careers
Our core values
Focus on Impact
Be open
Be Bold
Build Social value
Move fast
See why core values matter for content strategy
© Facebook – facebook.com/careers
What we
Used to say
© Facebook/Analog Research Lab
© Facebook/Analog Research Lab
© Facebook/Analog Research Lab © Thomas Hawk - flickr.com/photos/thomashawk/9735430146 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
What we’ve
learned
© Facebook/Analog Research Lab
© Facebook/Analog Research Lab
© Facebook/Analog Research Lab
© Facebook/Analog Research Lab
© Facebook/Analog Research Lab
Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey
Single-Loop Learning
NormsAssumptionsStrategies
Organizational action
Outcomes
Double-Loop Learning
Chart: Dr. Chun Wei Choo
What is
Minimum Viable Content?
Source: Libby Brittain/Sarah O’Keefe
Ease ofUse
CraftValue
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Quality framework
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
Ease ofUse
CraftValue
Quality framework
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
Ease ofUse
CraftValue
Quality framework
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
Quality framework
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Ease ofUse
CraftValue
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
The five planes of user experience
where content is seen and used
Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Where content is modeled and built
Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Where content is proposed and planned
© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Chart: Jesse James Garrett
Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
WhereContent Strategy
Happens
The path from strategy to surface is
The path from strategy to surface is
Non-Linear
© Daniel Olnes - flickr.com/photos/dno1967b/14785722509 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
© Facebook/Content Strategy
Our Content Principles
Use plain language and be concise.
Our Content Principles
Use plain language and be concise.
Clearly explain how things work and give people enough info to make good decisions.
© Facebook/Content Strategy
Our Content Principles
Use plain language and be concise.
Clearly explain how things work and give people enough info to make good decisions.
Be friendly, conversational and respectful—like you’re
talking to a neighbor.
© Facebook/Content Strategy
Our Voice
Does this sound like us?
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Does this sound like us?
Error 24601: Neg Fault Config ^n2.1x
LOLz, 404 #YOLO
Does this sound like us?
Error 24601: Neg Fault Config ^n2.1x
LOLz, 404 #YOLO
Sorry, there’s a temporary issue with your post. Please try again in a minute.
Sorry, there’s a temporary issue with your post. Please try again in a minute.
Sorry, there’s a temporary issue with your post. Please try again in a minute.
What happened?
Sorry, there’s a temporary issue with your post. Please try again in a minute.
Where did it happen?
Sorry, there’s a temporary issue with your post. Please try again in a minute.
What shouldI do next?
Sorry, there’s a temporary issue with your post. Please try again in a minute.
When?
Sorry, there’s a temporary issue with your post. Please try again in a minute.
Oh No! Did I do something wrong?
Great! So it’s OKAY?
How long will all this take?
will I lose my work?
Sorry, there’s a temporary issue with your post. Please try again in a minute.
fear
Relief Impatience
Anxiety
Use plain language and be concise.
Clearly explain how things work and give people enough info to make good decisions.
Be friendly, conversational and respectful—like you’re
talking to a neighbor.
© Facebook/Content Strategy
What I’ve learned
from fourproducts
© Kevin O’Mara - flickr.com/photos/kevinomara/6980790993 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Savedless content ismore difficult
© Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
© Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
SavedDon’t get in the way
SavedMake the mostof small spaces
© Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
SavedRe-use patterns
© Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
LoginGreat contentis invisible
© Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
LoginOptimize for clarityAnd show examples
© Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
LoginBreak Apartbig decisions
© Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
Anonymous LoginIt’s hard to tellwhere design endsand content begins
© Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
Anonymous LoginContent leads design,Design leads content,Both lead experience
© Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
Anonymous LoginUse research toIterate rapidly
© Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
Nearby FriendsEmpathy is the hardest thing we do every day
Nearby Friendsgive people ways toopt-in and opt-out
Nearby Friendsgive people the choice to share how they want
Nearby Friendsgive more than you take
Optional and opt-in
Shows you value upfront
Offers you clear choices
Easy to opt-out
Content Strategy outcomes
We planned forthese experiences
© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Chart: Jesse James Garrett
So we couldbuild them
© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Chart: Jesse James Garrett
For peopleto use
© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Chart: Jesse James Garrett
Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
This is whereContent Strategy
Happens
Let’s Stand up for
Value
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
Let’s Stand up for
ValueEase of Use
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
Let’s Stand up for
ValueEase of UseCraft
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
© Facebook/Analog Research Lab
Let’s Stand up for
why
how
what
“Start with Why” © Simon Sinek, www.startwithwhy.com
Let’s Stand up for
Startingwith Why
Chart: Simon Sinek
© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’s Stand up for
Interaction design
© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’s Stand up for
Interaction designUser experience
© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’s Stand up for
Interaction designUser experienceDesign thinking
Let’s Stand up for
Better content
Let’s Stand up for
Better content
Let’s Stand up for
Better content
Let’s Stand up for
Better content
Let’s Stand up for
Better content
Let’s Stand up for
Better content
Let’s Stand up for
Better content
Let’s Stand up for
Better content
© Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
hey
© Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
We should all be standing
© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Build BETTER
Content
© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
@jcolmanJonathon Colman
Content Strategy, Facebook
© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Download these Slides
© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
200+ free Content strategy resources
Oh, and don’t forget…
“Your goal isyour goal.”
Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29 © Bronski Beat - flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Source: Michael Powers