Less Content. More Strategy. (D2WC)

Less Content. More Strategy.

30 September 2013 @dgcooley #D2WC

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Danielle Gobert Cooley

[email protected]

@dgcooley

14 years as a UX Specialist BE, Biomedical and Electrical Engineering – Vanderbilt University MS, Human Factors in InformaMon Design – Bentley University

Selected Work

hOp://linkedin.com/in/dgcooley


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(Less) Content. (More) Strategy.


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Conten

t

Stress

Expe

nse

Value to End

User

Revenu

e

Expenses and stress increase with content. While end user value and revenue ulMmately suffer.

SO WHAT IS CONTENT STRATEGY?

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Uh-‐oh!


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You probably already do it!


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Aaaah. Clients.


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I need a wireframe. Uhhhhh… OK?

Which one?


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?

KrisMna Halvorson’s definiMon


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““Content Strategy is the pracMce of planning for content creaMon, delivery, and governance.”

-‐ KrisMna Halvorson

Rahel Bailie’s definiMon


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““Content Strategy is the development of a repeatable process that manages content throughout the enMre content lifecycle.”

And that means, from planning to creaMon to management within the CMS, to publishing, to post-‐publishing acMviMes, and back through the next iteraMon of planning, and so on.

What content are we talking about?


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Graphics

Audio

Video

Photos

PDFs

Blog Entries

Copy Tweets

hOp://www.site.com Links

spacer.gif

Content creaMon

•  Who’s going to create it? •  How omen? •  What kind of content will it be? •  Tone?


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Don’t forget about maintenance!

Content delivery

•  Is this going on the website? •  TwiOer? •  Facebook? •  Email? •  Annual Report?


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Technical consideraMons can be huge!

Content governance

•  Who reviews & approves new and updated content? •  Who determines and enforces removal and archival rules?


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Who gets to (has to?) say “No!” to the boss?

(LESS) CONTENT


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The long neck


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hOp://www.gerrymcgovern.com/

Content’s long neck


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Required quadrant map


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Bene

fit

Cost

Logo & Branding

FAQ

Culture Video

Contact

LeOer from the CEO

It Depends J

Content is expensive


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Intermediate Copywriter $51,358 Webmaster $66,169 Java Developer $80,858 Art Director (Web) $102,526

Salary.com (2011)

Signal to noise raMo


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www.jolyon.co.uk

The psychology of cluOer


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The psychology of cluOer


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At Your House On Your Website

Insecurity “I might need that someday!”

“A customer might need that someday!”

Keeping up with the Joneses

“The neighbor has new landscaping. I need new landscaping, too!”

“My compeMtor uses video. I need to use video, too!”

HecMc pace of life “I’ll just put this mail here for now and deal with it later.”

“I don’t have Mme to meet about that. Just check with legal before you put it up there.”

DusMn CurMs gets it


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hOp://www.dusMncurMs.com/dear_american_airlines.html

AA is even starMng to get it


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2011


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2013

This person got it.


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Everything Else

Enter your tracking number Track My Package

Reference unknown.

GoDaddy Didn’t Get it.


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hOp://www.heathbrothers.com/posts/2011/04/gone-‐godaddy-‐gone/

And it cost them a (high profile) customer.


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vs.

Lane Furniture.com doesn’t get it.


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(MORE) STRATEGY


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The most important thing


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Your content is the most important thing about your website.

Let me repeat that…


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Your content is the most important thing about your

website.

Take care of important things


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Treat your content with love.

Yell at anyone who doesn’t.

Lorem Ipsum must die!


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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec nunc enim, volutpat ut malesuada sit amet, aliquam eu orci. In quis mauris at enim fermentum vulputate et sed enim. Suspendisse tempor ligula et libero iaculis quis tempor erat imperdiet. Vivamus adipiscing nunc vel odio dictum tempor. Nulla mauris nibh, laoreet nec lacinia id, feugiat eu eros. Curabitur faucibus gravida lectus, sed faucibus felis mavs nec. Duis interdum placerat urna sit amet posuere. Aenean in ligula at enim convallis sagivs. Nam ac fermentum augue. Curabitur sollicitudin, lorem vel tempus malesuada, tellus quam loborMs risus, id dapibus odio leo eget orci. Morbi eu augue mi, eu porta arcu. Donec massa leo, blandit quis viverra vitae, fringilla in augue. Cras condimentum, nibh ut varius lacinia, metus quam faucibus tortor, sed posuere lacus risus in diam. Donec leo orci, fermentum vel suscipit eget, tempus in leo. Vivamus ante justo, posuere at sagivs at, consequat vel leo. VesMbulum rutrum commodo lorem, non varius nisi venenaMs nec.

Bacon Ipsum, however, is awesome.


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hOp://www.baconipsum.com

(No! Not really!)

See also:


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hOp://www.rikeripsum.com hOp://www.slipsum.com

(Stop it!)

SEO


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SEO is important and should be considered as part of your strategy.

<Mtle> tags

Link text & placement

Copy volume

Video


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Video is expensive, and its use should be considered very carefully.

“I’d rather just read.”

“Video takes too long.”

81% of users leave video if it buffers.

hOp://www.tubemogul.com/research/report/99-‐Online-‐Video-‐Delivery-‐SMll-‐Nowhere-‐Near-‐TV-‐Quality

InformaMon architecture


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Whatever content is included needs to be organized very well.

More content might be OK. Maybe. Some?mes.


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Further Reading


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Erin Kissane TwiOer.com/kissane

KrisMna Halvorson TwiOer.com/halvorson

Karen McGrane TwiOer.com/karenmcgrane

“Content Strategy “Group Content Strategy meetups in many ciMes

More from me?


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Code: DCSPECIAL

12 December: How to Design IntuiMve and Usable Products Through User Research 06 March: Don’t Guess: Test! The Why, What, and How of User TesMng

Recap

•  You are (probably) already a content strategist. •  Content is expensive. •  Let go of what no longer serves you. •  OpMmize what does.


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Less Content. More Strategy.

lesscontentmorestrategy.com


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Education

Less Content. More Strategy. (D2WC)