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Misty Weaver's talk at Content Strategy Seattle Content Critique June 17, 2013
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Misty Weaver
Content Experience at ModCloth June 17, 2013
Community Manager, Content Insight @meaningmeasure
Evaluating Content Experience
• Comparison with direct competitors• Customer Loyalty Programs• Clear knowledge of customer base • Product display
Content Strategy Basics
• Consistent • Credible • Contextual
They said it better:
Comparison Home page – 40% off
• Ann Taylor• J Crew Factory• Modcloth
30% off
A lovely photo story
Loyalty in my inbox
• Email– AnnTaylor,
Loft, J Crew Factory tell me about Discounts
– Modcloth tells me a story or a trend - Curation
Who is• Founded in 2002• 3 employees, 375 and 3 offices in 2011.• 112,000 followers on Twitter • 882,150 fans on Facebook
Do you curate with your?
• Blog• Social Media• Feature Stories• Home page • Taxonomy
Modcloth taxonomy allows for
How browsable is your content?
Do you give reasons to return EVERY DAY?
How good does your product look?
Do you show the vital info up front?
Who writes your copy?
Did someone give up on this story?
What’s your commitment to community?
The real contenders: Differentiation
• Curation• Content Flow • Community
• COMMITMENT
E-commerce Evaluations: Ask yourself
• Do you understand your customer, market and opportunity? Is that clear in your copy and display?
• What is the curation policy, workflow and experience?• Have you invested in faceted navigation and taxonomy?• Do you give people a reason to return everyday?• What is your product display flow from results to detail?• Consider each page without its sisters, is it still
understandable and attractive outside of the nav flow?• Are professionals writing your copy and photographing your
product with customers in mind? • What’s your commitment to community?
You can audit for content experience: inventory
• All these words support search, internally and externally
Content Analysis Tool View• http://content-insight.com• Human Reader View Metadata View
Misty Weaver• Have Coffee with a Community Manager• @meaningmeasure• [email protected]
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