CONTENT AS A
CONVERSATION:
COLLABORATING WITH
CONTENT STRATEGISTS
AHAVA LEIBTAG
PRESIDENT
AHA MEDIA GROUP, LLC
@ahavaL
@ahavaL #UXPA2013
CONTENT STRATEGIST
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
CONTENT IS A CONVERSATION.
@ahavaL #UXPA2013
TO WHOM ARE WE
TALKING?
@ahavaL #UXPA2013
WHO ARE WE?
@ahavaL #UXPA2013
WHY IS CONTENT SO SCARY?
• Intimate
• Politically sensitive
• Opaque
• Dangerous
• Requires definition
@ahavaL #UXPA2013
CONTENT REVEALS
TO THE WORLD WHO
WE ARE.
@ahavaL #UXPA2013
@ahavaL #UXPA2013
Content Strategy Basics
Content strategy is concerned with 2
issues:
1. Aligning your content with your
business goals
2. ...
Content is a shared system of
assets within your organization.
@ahavaL #UXPA2013
CONTENT IS THE
CONVERSATION THAT FUELS
THE SALES PROCESS.
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
PEOPLE
@ahavaL #UXPA2013
PROCESS
@ahavaL #UXPA2013
TECHNOLOGY
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
How can a content strategist
help you?
@ahavaL #UXPA2013
@ahavaL #UXPA2013
1. Shareable (Formats)
2. Findable (SEO)
3. Readable (Structure)
4. Understandable (Don’t let
content break design)
5. Act...
#1: Shareable
(Formats)
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
#2: Findable
(SEO)
@ahavaL #UXPA2013
@ahavaL #UXPA2013
How do we create a better UX?
All Part of an IA Team
• Data architect
• Taxonomist
• SEO Expert
@ahavaL #UXPA2013
Load Times
Reduced the amount of
time Google needed to
crawl the site by 50%,
which resulted in 1.5
seconds per page view
...
Saved REI Users 22 Years
@ahavaL #UXPA2013
Content strategists need to know
the front end.
And the back end.
@ahavaL #UXPA2013
#3: Readable
(Structure)
@ahavaL #UXPA2013
@ahavaL #UXPA2013
We must unlearn what we have
learned.
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
Multi-Channel Publishing
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
Content Modeling
@ahavaL #UXPA2013
#4: Understandable
(Don’t let content
break design)
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
Let us tell you.
With character counts and all.
@ahavaL #UXPA2013
Display content so people can
actually read it.
@ahavaL #UXPA2013
• People like to scan.
• But then they find something they want to
read.
• Then they read it.
• Then they share it.
• Isn’...
People Read.
We Help.
@ahavaL #UXPA2013
Design Spec/Page Template
@ahavaL #UXPA2013
@ahavaL #UXPA2013
#5: Actionable
(Find the right
cues)
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
QUESTIONS?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
Twitter: ahavaL
301-452-5331
@ahavaL #UXPA2013
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Content as a Conversation: Collaborating with Content Strategists

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Ahava Leibtag presents how a content strategist can help you create valuable content.

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Content as a Conversation: Collaborating with Content Strategists

  1. 1. CONTENT AS A CONVERSATION: COLLABORATING WITH CONTENT STRATEGISTS AHAVA LEIBTAG PRESIDENT AHA MEDIA GROUP, LLC @ahavaL
  2. 2. @ahavaL #UXPA2013 CONTENT STRATEGIST
  3. 3. @ahavaL #UXPA2013
  4. 4. @ahavaL #UXPA2013
  5. 5. @ahavaL #UXPA2013
  6. 6. @ahavaL #UXPA2013
  7. 7. CONTENT IS A CONVERSATION. @ahavaL #UXPA2013
  8. 8. TO WHOM ARE WE TALKING? @ahavaL #UXPA2013
  9. 9. WHO ARE WE? @ahavaL #UXPA2013
  10. 10. WHY IS CONTENT SO SCARY? • Intimate • Politically sensitive • Opaque • Dangerous • Requires definition @ahavaL #UXPA2013
  11. 11. CONTENT REVEALS TO THE WORLD WHO WE ARE. @ahavaL #UXPA2013
  12. 12. @ahavaL #UXPA2013
  13. 13. Content Strategy Basics Content strategy is concerned with 2 issues: 1. Aligning your content with your business goals 2. Helping your users accomplish their goals @ahavaL #UXPA2013
  14. 14. Content is a shared system of assets within your organization. @ahavaL #UXPA2013
  15. 15. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahavaL #UXPA2013
  16. 16. @ahavaL #UXPA2013
  17. 17. @ahavaL #UXPA2013
  18. 18. @ahavaL #UXPA2013
  19. 19. PEOPLE @ahavaL #UXPA2013
  20. 20. PROCESS @ahavaL #UXPA2013
  21. 21. TECHNOLOGY @ahavaL #UXPA2013
  22. 22. @ahavaL #UXPA2013
  23. 23. @ahavaL #UXPA2013
  24. 24. @ahavaL #UXPA2013
  25. 25. @ahavaL #UXPA2013
  26. 26. How can a content strategist help you? @ahavaL #UXPA2013
  27. 27. @ahavaL #UXPA2013
  28. 28. 1. Shareable (Formats) 2. Findable (SEO) 3. Readable (Structure) 4. Understandable (Don’t let content break design) 5. Actionable (Find the right cues) @ahavaL #UXPA2013
  29. 29. #1: Shareable (Formats) @ahavaL #UXPA2013
  30. 30. @ahavaL #UXPA2013
  31. 31. @ahavaL #UXPA2013
  32. 32. #2: Findable (SEO) @ahavaL #UXPA2013
  33. 33. @ahavaL #UXPA2013
  34. 34. How do we create a better UX? All Part of an IA Team • Data architect • Taxonomist • SEO Expert @ahavaL #UXPA2013
  35. 35. Load Times Reduced the amount of time Google needed to crawl the site by 50%, which resulted in 1.5 seconds per page view @ahavaL #UXPA2013
  36. 36. Saved REI Users 22 Years @ahavaL #UXPA2013
  37. 37. Content strategists need to know the front end. And the back end. @ahavaL #UXPA2013
  38. 38. #3: Readable (Structure) @ahavaL #UXPA2013
  39. 39. @ahavaL #UXPA2013
  40. 40. We must unlearn what we have learned. @ahavaL #UXPA2013
  41. 41. @ahavaL #UXPA2013
  42. 42. @ahavaL #UXPA2013
  43. 43. Multi-Channel Publishing @ahavaL #UXPA2013
  44. 44. @ahavaL #UXPA2013
  45. 45. @ahavaL #UXPA2013
  46. 46. Content Modeling @ahavaL #UXPA2013
  47. 47. #4: Understandable (Don’t let content break design) @ahavaL #UXPA2013
  48. 48. @ahavaL #UXPA2013
  49. 49. @ahavaL #UXPA2013
  50. 50. @ahavaL #UXPA2013
  51. 51. Let us tell you. With character counts and all. @ahavaL #UXPA2013
  52. 52. Display content so people can actually read it. @ahavaL #UXPA2013
  53. 53. • People like to scan. • But then they find something they want to read. • Then they read it. • Then they share it. • Isn’t that amazing? • It’s kind of like how it’s always been, right? (See cave painting, libraries, newspapers left on train, articles clipped and sent to family members through the MAIL….) • It’s just speed and technology that have changed. @ahavaL #UXPA2013
  54. 54. People Read. We Help. @ahavaL #UXPA2013
  55. 55. Design Spec/Page Template @ahavaL #UXPA2013
  56. 56. @ahavaL #UXPA2013
  57. 57. #5: Actionable (Find the right cues) @ahavaL #UXPA2013
  58. 58. @ahavaL #UXPA2013
  59. 59. @ahavaL #UXPA2013
  60. 60. @ahavaL #UXPA2013
  61. 61. @ahavaL #UXPA2013
  62. 62. @ahavaL #UXPA2013
  63. 63. @ahavaL #UXPA2013
  64. 64. @ahavaL #UXPA2013
  65. 65. @ahavaL #UXPA2013
  66. 66. QUESTIONS? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com Twitter: ahavaL 301-452-5331 @ahavaL #UXPA2013

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