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@we_are_Nomensa @sophiedennis SOPHIE DENNIS UX & Content Strategy Consultant Cayenne @sophiedennis Content Strategy: Beyond the Wireframe JULIET RICHARDSON Principal UX Consultant Nomensa @we_are_Nomensa

Content strategy - Beyond the wireframe (UX Bristol 2014)

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A workshop for UX designers and researchers. Have you ever experienced that sinking feeling at the end of a project when you realise the content that’s been loaded onto the site is nothing like what you were thinking of when you created the wireframes? Or revisited a site you built a while ago and found that additions and changes made over the years have altered it beyond recognition? Content strategy can help you plan for great content right from the start of a project. This workshop demystifies the content production workflow – how it’s commissioned, created, measured and maintained – talks a bit about governance, and provides some practical tips and tools to help plan and manage content, whether you’re from an agency or in-house. AUTHORS: Juliet Richardson Juliet is Principal UX Consultant at strategic UX design agency, Nomensa based in their Bristol office. She has been working in the field of UX for longer than she cares to remember and has worked on some great projects with some fabulous clients along the way, including a recent collaboration with Sophie to create a content strategy for a large national charity. Sophie Dennis Sophie is a freelance consultant. She is a freelance consultant specialising in UX and content strategy. She started her career in publishing before being enticed away by the bright lights of web design, where she has spent 15 years trying to get clients to take their content as seriously as they do design. She recently collaborated with Juliet on the content strategy for a major UK charity, and is currently working as a User Experience Director at cxpartners.

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Page 1: Content strategy - Beyond the wireframe (UX Bristol 2014)

@we_are_Nomensa@sophiedennis

SOPHIE DENNISUX & Content Strategy Consultant

Cayenne @sophiedennis

Content Strategy: Beyond the Wireframe

JULIET RICHARDSONPrincipal UX Consultant

Nomensa @we_are_Nomensa

Page 2: Content strategy - Beyond the wireframe (UX Bristol 2014)

@we_are_Nomensa@sophiedennis

Very funny picture goes here

Why go beyond the wireframe?

Hilarious slogan goes here

Page 3: Content strategy - Beyond the wireframe (UX Bristol 2014)

@we_are_Nomensa@sophiedennis

• What is content strategy

• The 8 essentials of great content

• How to plan for the time and effort needed to create great content

• The activities, people and roles involved

• Take away some practical tools and techniques

What we’ll cover

Page 4: Content strategy - Beyond the wireframe (UX Bristol 2014)

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What is content strategy?

There are lots of definitions…

Page 5: Content strategy - Beyond the wireframe (UX Bristol 2014)

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“Planning for the creation, delivery, and governance of useful, usable content” !

Kristina Halvorson

Page 6: Content strategy - Beyond the wireframe (UX Bristol 2014)

@we_are_Nomensa@sophiedennis

“Planning for the creation, delivery, and governance of useful, usable content” !

Kristina Halvorson

Page 7: Content strategy - Beyond the wireframe (UX Bristol 2014)

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“Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience” !

Margot Bloomstein

Page 8: Content strategy - Beyond the wireframe (UX Bristol 2014)

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“Content strategy is to copywriting as information architecture is to design” !

Rachel Lovinger

Page 9: Content strategy - Beyond the wireframe (UX Bristol 2014)

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“A plan for adding unique, expert, and indexable content to your site

on a regular basis” !Mark O’Brien

Page 10: Content strategy - Beyond the wireframe (UX Bristol 2014)

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“Content marketing strategy [must come] first and this requires goals, different forms of content for different customer touchpoints, mapping the needs of people, the channels they prefer and the

content or stories, etc” !Joe Pulizzi

Page 11: Content strategy - Beyond the wireframe (UX Bristol 2014)

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A broad church

Different specialisms

Different backgrounds

Different perspectives

Let’s bring it all together…

Page 12: Content strategy - Beyond the wireframe (UX Bristol 2014)

Adapted by Sophie Dennis sophiedennis.co.uk from original © Brain Traffic 2011 blog.braintraffic.com/2011/03/brain_traffic_lands_quad

People & Culture – the ‘how’

Content – the ‘what’

Creation, delivery

and governance

Useful, usable

content

Governance Workflow

StructureSubstance

The elements of

Content Strategy

What kind of content do we need (topics, types,

sources, etc…), and what messages does content

need to communicate to our audience? 

How is content prioritized, organized, formatted, and displayed? IA, metadata, data modelling, distribution channel, linking strategies, etc

How are key decisions about content and content

strategy made? How are changes initiated and

communicated?

What processes, tools, and human resources are required for content initiatives to launch successfully and maintain ongoing quality? 

Page 13: Content strategy - Beyond the wireframe (UX Bristol 2014)

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What is great content?

Page 14: Content strategy - Beyond the wireframe (UX Bristol 2014)

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Appropriate for the organisation – and for its customersContributes to both the organisation’s objectives, and the customer’s goal.

On brand A consistent tone of voice communicates an organisation’s values through every piece of content.

Necessary and neededDo not treat the web as a store cupboard with infinite stuffing space — your users’ brains certainly aren’t.

Useful, usable and user-centredAppropriate to the user’s goals and context, accessible, readable and understandable.

Clear, consistent and conciseContent that is clear and concise takes less time to read and understand. But it also takes time, effort and skill to create.

Right for the distribution channel Websites, print, social media: different content works better on different channels. Adapt, remix and reuse.

DiscoverableThere is no point going to the expense of commissioning, creating and publishing content if no one can find it.

SustainablePublishing is just the start. Make sure you have a plan to manage and monitor content throughout its lifecycle.

The 8 qualities of great content

1

2

3

4

5

6

7

8

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Sustainable throughout its lifecycle…

Page 16: Content strategy - Beyond the wireframe (UX Bristol 2014)

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The Content Lifecycle

Page 17: Content strategy - Beyond the wireframe (UX Bristol 2014)

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Activity: Content lifecycle

• Work in pairs

• Map the activities onto the broad “plan, create, manage” lifecycle

Page 18: Content strategy - Beyond the wireframe (UX Bristol 2014)

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activity

activityactivity

activity

activity

activity

activity

activity

activity

activity

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Marketing

Who does what?

Copywriter EditorSubject Matter Expert

Page 21: Content strategy - Beyond the wireframe (UX Bristol 2014)

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Activity: Who’s involved• Work in groups of four

• Each take one of the four roles

• Put a yellow dot next to each stage you think you would be involved in

Page 22: Content strategy - Beyond the wireframe (UX Bristol 2014)

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Brainstorm ideas

Create editorial calendar

Cal Eddie Sam Mo

Copywriter Editor Subject Expert Marketing

Write first draft

Page 23: Content strategy - Beyond the wireframe (UX Bristol 2014)

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Activity: Who’s in charge?• As a group, discuss who should take the

lead at each stage of the production process

• Put a red dot in the box under their name

• Only one red dot per row!

Page 24: Content strategy - Beyond the wireframe (UX Bristol 2014)

@we_are_Nomensa@sophiedennis

Brainstorm ideas

Create editorial calendar

Cal Eddie Sam Mo

Copywriter Editor Subject Expert Marketing

Write first draft

Page 25: Content strategy - Beyond the wireframe (UX Bristol 2014)

@we_are_Nomensa@sophiedennis

Activity: Who does what• Pick one or two activities

• Discuss what each of you would be doing at that stage

• Write a short summary for each role on a post-it and stick it under their name

Page 26: Content strategy - Beyond the wireframe (UX Bristol 2014)

@we_are_Nomensa@sophiedennis

Brainstorm ideas

Create editorial calendar

Cal Eddie Sam Mo

Copywriter Editor Subject Expert Marketing

Write first draft

Bring doughnuts

Be Interviewed

nit pick

Find cat pictures

Interview Expert

Write stuff

Page 27: Content strategy - Beyond the wireframe (UX Bristol 2014)

@we_are_Nomensa@sophiedennis

Responsible The person who does the work: responsible for completing the action

AccountableOversees the work: accountable for its completion and quality

Consulted Influences the work: consulted parties have input into the action

Informed Knows what’s happening: informed parties need to know action has been taken

RACI Matrix

R

A

C

I

Page 28: Content strategy - Beyond the wireframe (UX Bristol 2014)

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Responsible Does the work

AccountableOversees the work

Consulted Influences the work

Informed Knows what’s happening

Brainstorm ideas Senior Editor Marketing Manager Subject Matter Experts Copywriter

Create editorial calendar Senior Editor Marketing Manager Copywriter, Subject

Matter Expert

Write first draft Copywriter Senior Editor Subject Matter Expert

Review, edit & proof-read

2nd Senior Editor Copywriter

Find photos Designer Senior Editor Subject Matter Expert Copywriter

Upload, approve & publish

Senior Editor Marketing Manager Subject Matter Expert Copywriter

Promote on social media

Marketing Assistant Marketing Manager Senior Editor

Monitor & report Marketing Assistant Marketing Manager Senior Editor

Review: Update? Retire? Archive?

Copywriter Senior Editor Marketing Manager Subject Matter Expert

RACI MatrixMore examples at racichart.org

Page 29: Content strategy - Beyond the wireframe (UX Bristol 2014)

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The practicalities

• Create a process that fits

• Define and communicate roles clearly

• Be realistic! (Don’t forget the multiplication sign)

Page 30: Content strategy - Beyond the wireframe (UX Bristol 2014)

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Useful ToolsAutomate your content audits

Collate and review content from multiple contributors

Manage your ongoing editorial calendar

gathercontent.com

content-insight.com divvyhq.com

Page 31: Content strategy - Beyond the wireframe (UX Bristol 2014)

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Recommended Books

Content Production Planning for Agencies

Gather Content !

FREE ebook download from gathercontent.com/content-

production-planning-for-agencies/

Content Strategy for the Web

Kristina Halvorson & Melissa Rach

2nd Edition, New Riders, 2013 contentstrategy.com

amazon.co.uk/Content-Strategy-Voices-That-Matter/dp/0321808304

The Elements of Content Strategy

Erin Kissane

A Book Apart, 2011abookapart.com/products/the-elements-of-content-strategy

Page 32: Content strategy - Beyond the wireframe (UX Bristol 2014)

SOPHIE DENNISUX & Content Strategy Consultant

Cayenne @sophiedennis

!GO BEYOND THE WIREFRAME!

JULIET RICHARDSONPrincipal UX Consultant

Nomensa @we_are_Nomensa