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Why Content is Essential to UX
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Why Content is Essential to UX


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Just like great wine, great content enhances the user experience (UX) and keeps website visitors coming back for more.

Just like great wine, great content enhances the user experience (UX) and keeps website visitors coming back for more.

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  • Many Brands doing it well but offers such different experience depending on their audience: for example
  • Transcript

    • 1. WINE IS NOT JUST GRAPE JUICE How Content is Essential to UX September 21, 2010
    • 2. I Like to Drink Wine  
    • 3. Great Content is Like Great Wine
      • It sends a message to taste buds
      • It’s consistent
      • It’s memorable
      • It causes a reaction
      • You can feel it
      • It creates a connection
      • It creates an experience
      • It’s the finished product that goes into a package
    • 4. An Online Search is Like a Wine Tasting
      • You barely see the labels
      • The user is distracted by choices
      • The results have to match the user’s taste
      • It’s what’s inside that keeps people coming back for more.
    • 5. New Site Content is Like a Vintage
      • Would you use sediment from last year’s vineyard to fill a brand new wine bottle?
      • Why try to shovel old content into a shiny, new site?
    • 6. Through Online Content People Decide:
      •  If they can trust you.
      •   If they like you.
      •   If you understand their needs.
      •   If you offer what they want.
      •   If you’re a company they want to do business with.
    • 7.  
    • 8.  
    • 9. Content is not...
      • TEXT
      • VERBIAGE
      • COPY
      • FILLER
      • FLUFF
    • 10. Content is...
      • Articles that connect to users
      • Links that keep users engaged
      • A voice that users remember
      • Trends, techniques and technologies (information) that users experience and share
    • 11. Content is...
      • Clickable
      • Scrollable
      • Scanable
      • Sharable
      • Ownable
    • 12. Quantitative Impacts: Links Subscribers Rankings Qualitative Impacts: Word of Mouth Engagement Comments Content Affects UX : Facebook Blog Twitter YouTube Website Value Input: Monthly Content / Conversation Calendar Post Post Post Post Post Post Post Post
    • 13. Content is…
      • Valuable to
        • Users
        • Designers
        • Information Architects
        • Search Engine Marketers
        • Project Managers
        • Brands
    • 14.
      • Guiding Principles
      • of Content Creation
      • Enable human interaction with a healthy dialog
      • Stay true to the brand personality
      • Contribute valuable information and offers
      • Allow for co-creation
      • Stick to common themes
      • Ask questions
      • Be service-oriented
      • Maintain consistent engagement
      • Use multimedia
      • Encourage consumers to share personal stories
    • 15.
      • “ The single most important thing most websites can offer to their users is content that those users will find valuable.”
      • – The Elements of User Experience, Jesse James Garrrett