ABNY11 Week2 - Content
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  • 1. A Brand New You:Content & Character‘Content is King’- Bill Gates © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 2. “Content is King”- Bill Gates--Content is King by Bill Gates (1/3/1996)http://www.craigbailey.net/content-is-king-by-bill-gates/ © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 3. “Steve Jobs Tim Cook”- King of Content--The Coronation of Steve Jobs, King of Content (26/1/2010)http://theappleblog.com/2010/01/26/the-coronation-of-steve-jobs-king-of-content/ © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 4. On the Internetcontent is kingand always will be.This is because the Internet is the information superhighway... © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 5. Content is King:How can you help your readers know whether your site can really help them?Do you need a web designer/developer to make it happen?Why is writing content for the web different?• Web Design: Scannability• Practical Application• Self-Directed Design• Writing for the Web © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 6. Content is King:• Web Design: ScannabilityWould it interest you to know that most web users don’t come to your site toappreciate the attractiveness of the design? That’s not to say that an attractiveweb design isn’t important... It is.However, the majority of site visits happens because the consumer was motivatedto look at your site. The web is based on small resolution sizes. The words readonline aren’t even as clear as newsprint. The pictures are often low resolution anda computer screen can often try the best of vision... Even with a Mac. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 7. Content is King:• Practical ApplicationOne of the most cost effective applications this information can produce isthat you may not need a website filled with all the toys such as Java Scriptor Flash design. These tools add spice to your website, but can often detractor even annoy visitors who are simply looking for information they expectto find on your website.A well ordered website can reap incredible rewards. Effective bullet points,keywords or phrases accented in bold type and an easy to navigate page mayhave a greater impact. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 8. Content is King:• Self-Directed DesignIf you know what will help make your site better you can self-direct thedevelopment of the site through template rich designs that allow you total controlover the text in an easy to use environment that does not require the use ofcomplicated code or extended training seminars to use.If you can utilise the tools available to make your site user friendly and highlyscannable you will likely find you can achieve your own success in web design. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 9. Content is King:• Writing for the WebContent writing for web pages is not the same as writing for any other type ofcontent. Thoughts must be compact and content must be scannable.This means when you write for the web you must help your reader find the subjectthey are most interested in using a sub-heading or indexing system that allows aquick scan to determine if your web page contains the information they need. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 10. If content is King,then what is Design?[Brainstorm] © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 11. Design isQueen. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 12. “If content is King, design is Queen”• Quality content should be the focus of any website.• It is necessary for search engines but more especially end users.• A solid design isn’t complete without content of equal quality.However, design remains an essential part for any website, which is why:content is King, design is Queen. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 13. The Perfect Royal MarriageIt’s always great to have good content or design grace your website.When they’re married, however, they become much more powerfulthan the sum of their parts. - Content is King - Design is Queen http://www.papertastebuds.com/?p=1125 © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 14. The Perfect Royal Marriage• Design, a loving queen and wife, does what she can for her husband. In the perfect web kingdom she takes care of many things that most of the villagers (visitors) never even think about, from the infrastructure to general beautifying. The kingdom (site) looks great, certainly, but there’s a purpose behind her decorating. The roads (navigation) are orderly and well-marked. Nobody ever has to stop to think twice about which road to take to arrive at their destination. She even uses a grid* system for the kingdom’s infrastructure! Design knows that visitors from afar will want to speak to her husband and facilitates this process. On occasion a visitor will specifically thank her for her work, but she is satisfied knowing that foreigners have an easy and safe time in her kingdom.--*http://960.gs/ © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 15. The Perfect Royal Marriage• Content, for his part, takes care of most of the grunt work. He is well-groomed and dressed, but not extravagant. When visitors come, he does his best to keep them engaged and informed. He is formal and professional. Sometimes, however, he is forced to shout at them to get their attention. Other times, a whisper is just as effective. He is grateful for everything his wife does.When they’re both happy, so are the visitors. They can easily reachtheir King and the kingdom’s appearance is oddly comforting. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 16. Design separated from ContentUnfortunately, however, the marriage weakens. Maybe the king has been flirtingwith a new Design, instead of just realigning with his current Design. Where does this metaphor put services like 99designs? http://99designs.com/ © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 17. Design separated from ContentDesign without Content finds herself without purpose, tries to make everything look beautiful, but ends up having to resort to placing“Kingdom in Construction” signs about the entrance.She is distressed to find that no foreigners care how beautiful her signs arewithout having Content around. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 18. Content without designContent sometimes tries to find a Design that is not so high-maintenance(expensive), and finds himself disappointed at every turn.Without a quality Design, foreigners struggle to even find Content. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 19. “If content is king, then designhas to be the shiny robe andcrown that the king wears.”It’s what makes the king look good and it helps the king portray thepositive image that he is after. If he came out to hold court in houseslippers, a dirty, stained tank top and old shorts, who would reallytake him serious? Your website design is the same way and shouldbe treated like it was the icing on the cake for your king content.--If Content is Really King, Then What is Design?http://designbump.com/originals/if-content-really-king-then-what-design © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 20. Never judge a book by its coverPeople don’t follow that rule - ever. So, what are people thinking whenthey come to your website for the first time? Are they impressed withthe design like people who visit Tutorial91 or Web Designer Wall2 or arethey looking at it like just another run of the mill site?Remember the “make money online” sites?1 Tutorial9: http://www.tutorial9.net/2 Web Designer Wall: http://www.webdesignerwall.com/ © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 21. Never judge a book by its coverJohn Chow1 and Shoemoney2 had their sites duplicated so many timespeople thought that is what it was supposed to look like.Standing out, taking your time and getting a design that is worthwhileand high quality will go a lot longer when you’re making that firstimpression with your visitors. Attract their attention and then get themto read your king content.1 http://www.johnchow.com.2 http://www.shoemoney.com. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 22. A Brand New You:Content & Character[ Examples ] © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 23. Examples:Googlehttp://www.google.com/ © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 24. Examples:Googlehttp://www.google.com/ © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 25. Examples:Wikipediahttp://www.wikipedia.org/ © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 26. Examples:Wikipediahttp://en.wikipedia.org/ © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 27. Examples:A List Apart An Event Aparthttp://www.alistapart.com/ http://aneventapart.com/ © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 28. Examples:Jason Santa Maria:http://jasonsantamaria.com/Jeffrey Zeldman:http://www.zeldman.com/Happy Cog:http://happycog.com/ © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 29. Examples:Content Heavy WebsitesWith Beautiful Layouthttp://www.thedesigncubicle.com/2009/10/content-heavy-websites-with-beautiful-structure-layout-and-hierarchy/ © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 30. A Brand New You:Content & Character[ Exercises ] © Jade Tang | Term Two, Semester Two | Week 2: 5th October 2010 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://groups.google.co.nz/group/abrandnewyou2010
  • 31. Exercises:1. Brand Statement2. Brand ID/Avatar3. Content Portfolio projects (3 minimum) Introduction post © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 32. 1. Brand StatementYour bio, elevator pitch and any other descriptive text about you willinvariably start out with your personal brand statement.So, before you write blog posts for the masses, before you apply forthose positions, before you even set up your LinkedIn profile there isone thing you should do– craft your very own personal brand statement. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 33. What is a personalBrand Statement?Your statement is 1-2 sentences answering:• What you are the best at (value),• Who you serve (audience) and• How you do it uniquely (USP).It sums up your unique promise of value. Your personal brandstatement is distinctive to you and you alone. You could liken it with atagline, strapline or even a catchphrase that product brands will have. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 34. ... It’s not a Job TitleThe personal brand statement is not a job title. A job title is whatothers will try to classify you with, what employers and others want youto be to fit you into a corporate setting. You deserve better than that.Job Title vs Personal Brand Statement:Job Title = What corporations want you to be, to fill their organisational hierarchy.Personal Brand Statement = What you want to be in a single sentence thatanswers two questions: what are you the best at and who do you serve (audience) © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 35. ... It’s not yourMission StatementIt’s also not your personal mission statement, career objectivesor even life purpose.These are much more long-term concepts intended to guideyou through life and not aimed at marketing you to anybody. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 36. A personalBrand Statement is...A personal brand statement is memorable,punchy and solution oriented.As opposed to simply saying “Bob is a boiler man”, why not “Bobkeeps families warm through bespoke heating installations”? © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 37. Why do you need aBrand Statement?How many times have you been asked what you do? Do you feel like peoplereally understand what you do or is it merely pleasantries? I bet you can tweakwhat you say and leave a lasting impression with that person, an impression thatmight just lead to business one day. When you don’t stand out, you will have tocompete against everyone else on price which isn’t a great situation to be in. Tobe successful in today’s economy you have to specialise; you have to choose atopic and master it.Your statement will clarify exactly what you do, how you do it and forwhom. By communicating this, you and your target audience will knowexactly what you are capable of. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 38. How do you write aBrand Statement?Look at your unique values and key attributes and you shouldbe able to develop a 1-2 sentence brand statement,answering these questions: • What value you provide (what problem do you solve) • How you do it uniquely (your USPs) • Whom you do it for (your target audience)Remember to be clear on the value, don’t confuse anyone with any fluffy terms that don’tmean anything. Furthermore, what makes you unique in one place may not be unique inanother, e.g. big cities will have lots of specialists and experts in certain fields, small townsonly one and that makes him or her unique to that location. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 39. How do you write aBrand Statement?Remember: • Target your audience • Stay authentic • Make it punchy and memorable • Keep it reasonably short • It is not cast in iron © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 40. How do you write aBrand Statement?• Target your audience Whom are you aiming your services at? A particular industry, geography, age demographic? Try to stay somewhat focused on a sector of the market and don’t spread yourself too thin. The reason personal branding has become critical for business and career success is that nobody wants to buy from the person that does everything for everyone. Look at what target audience would benefit the most from your services and zero in on this. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 41. How do you write aBrand Statement?• Stay authentic When writing a personal brand statement it’s easy to get carried away and putting down what you’d like to be one day. The old “fake it until you make it” approach does carry some merit but don’t overdo it. Never call yourself a guru, ninja, samurai, expert or even thought leader unless you truly are one. Only your audience can determine whether you are an expert and you will know if that is the case. The aim of your statement is to inform and inspire the reader, not to scare them off with fancy titles. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 42. How do you write aBrand Statement?• Make it punchy and memorable Using technical or big words could alienate your target audience. You want a seven year-old to understand and be able to repeat what you do. Whenever you introduce yourself at a networking event, stay punchy and memorable. Ideally you will want that person you were talking with to tell other prospective customers what you do – this will cover a lot of ground, trust me. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 43. How do you write aBrand Statement?• Keep it reasonably short As they say, less is more. Your ability to describe exactly what you do in one sentence says a lot about your introspection and professional focus. In some cases you have to take up two sentence but always aim for one. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 44. How do you write aBrand Statement?• It is not cast in iron You will soon find that you are going to tinker with your statement after it’s written up. It’s easy to change it but just don’t get carried away and change it every week. On the flipside, some people will never look at it again. Even though it’s time consuming, your personal brand statement should be revised at least once a year to reflect changes and advancements in your professional career. In order to be effective, it needs to stay current. © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 45. 2. Brand ID/Avatar[ VIDEO ] Gravatar: http://en.gravatar.com/ © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 46. 3. ContentPreparing quality content for your personal blog (online visual diary)• Brand Statement• Brand ID/Avatar• Portfolio projects (3 minimum)• Introduction post © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/
  • 47. A Brand New You:Content & Character[ Questions ] © Jade Tang | Term Two, Semester Two | Week 2 A Brand New You: The importance of Content/Character Bachelor of Design | Year Two Elective http://abny2011.tumblr.com/