Content Strategy for Designers

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Good content strategy work will have a big impact on your project's success. But not everyone gets to work with a dedicated content-y person – designers are often stuck making content decisions on …

Good content strategy work will have a big impact on your project's success. But not everyone gets to work with a dedicated content-y person – designers are often stuck making content decisions on their own.

But hey man, it's gonna be okay. There's lots that you can borrow from the world of content strategy to get what you need to make better design decisions.

In this presentation, you'll learn how content strategy directly impacts your visual designs, and some tools and techniques to make your work better informed and more efficient.

More in: Design , Technology , Business
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Transcript

  • 1. Content strategy for designers Brought to you by Alaine Mackenzie on January 14, 2014
  • 2. Hey that’s me Content strategist @yellowpencilweb Occasional Twitter user @alainemack
  • 3. Today you’ll learn
  • 4. How to steal from content strategy to make your designs better and your projects more successful
  • 5. You’ll also learn what is content strategy what happens without it how do I fix it
  • 6. What is content strategy?
  • 7. “…the practice of planning content creation, delivery, and governance.” Kristina Halvorson, 
 “The Discipline of Content Strategy”, 
 A List Apart, 2008 http://www.flickr.com/photos/wparsons/3502120483/
  • 8. Okay but why do I care
  • 9. Without content strategy You’re just guessing
  • 10. Without content strategy You don’t know your priorities
  • 11. Without content strategy You don’t (really) know the brand
  • 12. Halp, halp!
  • 13. Your content arsenal Content audit Voice and tone guide Content models Governance plan
  • 14. Content audit Find the complexity Find the meaning Find the suck
  • 15. Voice and tone guide Expand on the brand Resolve the gaps
  • 16. Fun but not childish Clever but not silly Confident but not cocky Smart but not stodgy Cool but not alienating ! ! Kate Kiefer Lee, content strategist at MailChimp: voiceandtone.com uxmag.com/articles/the-elements-of-a-style-guide
  • 17. Content models Define the elements Define their relationships Eliminate ambiguity
  • 18. Governance plan Prevent future heartbreak
  • 19. Who will request, create, edit, approve, publish, 
 and maintain this stuff? ! What resources will you need? ! How much effort will it take?
  • 20. Your content arsenal Content audit Voice and tone guide Content models Governance plan
  • 21. In sum Don’t design impaired Be an undercover content ninja You can do it
  • 22. Thanks for comin’ alaine@yellowpencil.com @alainemack