Content Strategy for the Real World

33 %
67 %
Information about Content Strategy for the Real World
Technology

Published on November 6, 2012

Author: effectiveui

Source: slideshare.net

Description

Presented at Boulder Digital Works - November 2012 by Dustin Chambers

Content Strategy in the Real World

Objectives

Objectives๏ Understand the meaning of content and the principles of good content๏ Understand the value of good web content๏ Comprehend the ‘content-out’ design paradigm

Introductions + Agency Overview

User Experience AgencyEffectiveUI is a Denver-based digital agency that designs and developscustom digital experiences informed by user insights.

Company Overview๏ Founded in April, 2005๏ 100 full-time employees๏ Voted in the top 10 places to work in Colorado three years running

What is content?

What is content?

What is content?๏ Data = raw data, no interpretation๏ Information = how to understand the data or what the data is saying๏ Content = digestible forms of information

“Content is substance. No matter theplatform, publication, or format, contentrefers to everything that conveys meaning...”- Google Knol

What makes content good?

Good content is...

Good content is...๏ appropriate๏ useful๏ user-centered๏ clear๏ consistent๏ concise๏ supported

Good content is...

Good content is...๏ appropriate๏ useful๏ user-centered๏ clear๏ consistent๏ concise๏ supported

Good content is... Gold, digital gold

$4 content

$4 content“Niche Writers India is the core when it comes to writing and this is whatour clients feel about our content writing services expanding to variousdomains and collaterals. We have bubbling, energetic and youthful warpand woof of writers!”Halvorson, Kristina (2009-09-25). Content Strategy for the Web (KindleLocations 498-499). Pearson Education (US). Kindle Edition.

Content is big business

Cash for gold

What about Web design?Sketching exercise

Lorem ipsum?

Lorem ipsum?๏ Lorem ipsum dolor sit amet๏ Consectetur adipiscing elite๏ Vivamus vel nucn quid leo fermentum

Is that wrong? What to do?

A common dialogue

A common dialogueClient - “Design me a web page for X”Designer - “What content do you have for X?”Client - “Show me a design and we’ll figure out thecontent.”

What comes first?Content or layout?

Design exercise results

Design exercise resultsLayout first?Content first?Why?

Layout first

Layout first๏ Start with a container or page width (960, 1160 pixel frameworks; DIV wrappers; responsive frameworks)๏ Carve out chunks of space based on a user centered content hierarchy๏ Design each chunk or content block

Content first or ‘content out’

Content first or ‘content out’๏ Start with the content and design each individual piece of content without regard for the larger composition๏ Create the key design patterns for the site๏ Arrange these patterns in an appropriate layout based on the hierarchy of content

“Instead of creating [Web layouts] from theedges in, create them from the content out.For example, dervie columns of a grid fromelements of your content: the type size, afixed image size or advertising unit.”- Mark Boulton

Pattern primers

What is more user-centered?

Real-world examples

American Library Association

American Library Association๏ 40,000+ members๏6 committees๏ 11 divisions๏ 24 chapters๏ 3,300+ pages

First step?

First step?

First step?๏ Content Inventory๏ Line-by-line audit and documentation of all available content assets๏ From there, card sorts and user interviews to determine the correct IA

The North Face

The North Face๏ Huge player in outdoor ecommerce๏ Fledgling brand awareness through storytelling๏ Design a dynamic storytelling engine to engage our users and promote our products.๏ “Tell me about your content...”

Aligning content and experience strategies

Aligning content and experience strategies๏ Need to understand user needs to design an appropriate Web experience as well as planning the appropriate use and cadence of content.

Content focus

Content rotation

Content example

Content example๏ ABM Focus - Outdoor๏ Activity Focus - Climbing๏ Supporting Technology - Goose Down๏ Supporting Benefit - Packable/Stowable

Wireframe template(content map)

Who are your users?

Who are your users?๏ Need to understand user needs to design an appropriate web experience as well as planning the appropriate use and cadence of content.

Thank you. Questions?

Add a comment

Related presentations

Related pages

Content Strategy at Work: Real-world Stories to Strengthen ...

Margot - Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project jetzt kaufen. ISBN: 9780123919229, Fremdsprachige Bücher ...
Read more

Content Strategy at Work: Real-world Stories to Strengthen ...

Content Strategy at Work is a book for designers, information architects, copywriters, project managers, SEO consultants, social media specialists, and ...
Read more

Content Strategy at Work: Real-world Stories to Strengthen ...

Content is king... and the new kingmaker... and your message needs to align with your model and metrics and other mumbo jumbo, right? Whether you're ...
Read more

Content Strategy | Training Course by Nielsen Norman Group

You can’t afford to ignore content strategy. Content ... "I liked the fact that the course was so practical — based on what happens in the real world ...
Read more

Complete Beginner's Guide to Content Strategy | UX Booth

... content strategy began to gain real traction around 2009. ... Content Marketing World. We know, content strategy is most definitely NOT content marketing!
Read more

The Discipline of Content Strategy · An A List Apart Article

If content strategy is all that stands between ... and video into page templates that weren’t truly designed with our business’s real-world content ...
Read more

Content Strategy for Professionals | Coursera

Content Strategy uses credible, ... Coursera provides ... the assignment you are asked to complete is similar to the work you would do in the real-world.
Read more

Content Strategy at Work: Real-world Stories to Strengthen ...

Margot Bloomstein - Content Strategy at Work: Real-world Stories to Strengthen Every jetzt kaufen. Kundrezensionen und 0.0 Sterne. …
Read more

Working Media – Content strategy in the real world

Content strategy in the real world ... The explosion of inbound content marketing has sparked endless hand wringing among B2B publishers who are already ...
Read more

The Content Strategist - Content Marketing News & Analysis

The industry-leading publication for content ... The Content Strategist. ... We're a technology company whose mission is to build a better media world ...
Read more