© Weave Web Communications 2014 www.weaveweb.com.au
What does Content First
really mean?
!
!
Angus Gordon
Content strategi...
© Weave Web Communications 2014 www.weaveweb.com.au
“Content First”
“Content is King”
“Content before design”
“Content str...
© Weave Web Communications 2014 www.weaveweb.com.au
What should I do about it?
How would a focus on content change
the way...
© Weave Web Communications 2014 www.weaveweb.com.au
In this talk I’m going to…
• Use a hypothetical web project to
show so...
© Weave Web Communications 2014 www.weaveweb.com.au
Some assumptions about you
• You’re a designer, front end developer,
o...
© Weave Web Communications 2014 www.weaveweb.com.au
A hypothetical web
project
© Weave Web Communications 2014 www.weaveweb.com.au
The brief
• KidFund, a crowdfunding site for
talented children
• Raise...
© Weave Web Communications 2014 www.weaveweb.com.au
A typical design process
• Meetings
• User research
• Requirements gat...
© Weave Web Communications 2014 www.weaveweb.com.au
A typical design process
Culminating in a series of
page mockups:
KidFund
Headline!
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam
varius imperdiet porta. Aenean quis accu...
© Weave Web Communications 2014 www.weaveweb.com.au
As a content strategist,
I immediately want to
ask questions like…
KidFund
Headline!
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam
varius imperdiet porta. Aenean quis accu...
KidFund
Headline!
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam
varius imperdiet porta. Aenean quis accu...
KidFund
Headline!
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam
varius imperdiet porta. Aenean quis accu...
KidFund
Headline!
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam
varius imperdiet porta. Aenean quis accu...
© Weave Web Communications 2014 www.weaveweb.com.au
Designing with real
content gives you a
voice to work with.
KidFund
Headline!
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam
varius imperdiet porta. Aenean quis accu...
Just because it works for their
content, doesn’t mean it’s going
to work for our content
KidFund
Headline!
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam
varius imperdiet porta. Aenean quis accu...
KidFund
An iPad for Sarah!
Sarah has been accepted into a school for gifted children. She
needs money for an iPad so she c...
KidFund
An iPad for Sarah!
$xxxx of $xxxx raised
Brief positioning
statement explaining what
KidFund is about
Donate now
M...
© Weave Web Communications 2014 www.weaveweb.com.au
Designing with real
content helps you spot
unintended consequences.
KidFund
Headline!
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam
varius imperdiet porta. Aenean quis accu...
KidFund
Headline!
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam
varius imperdiet porta. Aenean quis accu...
KidFund
Headline!
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam
varius imperdiet porta. Aenean quis accu...
KidFund
Headline!
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam
varius imperdiet porta. Aenean quis accu...
© Weave Web Communications 2014 www.weaveweb.com.au
Designing with real, imperfect
content helps you think through
conting...
© Weave Web Communications 2014 www.weaveweb.com.au
Even more questions
• Who writes the content?
• What content gets prom...
© Weave Web Communications 2014 www.weaveweb.com.au
If you find yourself asking 

the same questions, then congratulations:...
© Weave Web Communications 2014 www.weaveweb.com.au
Content strategy can and should be part of
every project that involves...
© Weave Web Communications 2014 www.weaveweb.com.au
3 ways to start adding
content strategy to your
design process
© Weave Web Communications 2014 www.weaveweb.com.au
1
Design with real content
© Weave Web Communications 2014 www.weaveweb.com.au
Design with real content
• Draft content is OK; any content is better ...
© Weave Web Communications 2014 www.weaveweb.com.au
2
Talk about who’s going to
write the content, and when
© Weave Web Communications 2014 www.weaveweb.com.au
Talk about who’s going to
write the content, and when
• The “11th hour...
© Weave Web Communications 2014 www.weaveweb.com.au
3
Your job doesn’t end on
launch day
© Weave Web Communications 2014 www.weaveweb.com.au
Your job doesn’t end on
launch day
• The “Day 2” problem
• Magical thi...
© Weave Web Communications 2014 www.weaveweb.com.au
3 ways to start adding content
strategy to your design process
1. Desi...
© Weave Web Communications 2014 www.weaveweb.com.au
If you’d like to know
more…
© Weave Web Communications 2014 www.weaveweb.com.au
Karen McGrane
Content Strategy
for Mobile
(A Book Apart)
Content Strat...
© Weave Web Communications 2014 www.weaveweb.com.au
Thank you!
@WeAreWeave
What does Content First really mean?
What does Content First really mean?
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What does Content First really mean?

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Presentation given at Be Responsive meetup, Melbourne, 8 July 2014.

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What does Content First really mean?

  1. 1. © Weave Web Communications 2014 www.weaveweb.com.au What does Content First really mean? ! ! Angus Gordon Content strategist ! Weave Web Communications, Melbourne @WeAreWeave !
  2. 2. © Weave Web Communications 2014 www.weaveweb.com.au “Content First” “Content is King” “Content before design” “Content strategy”
  3. 3. © Weave Web Communications 2014 www.weaveweb.com.au What should I do about it? How would a focus on content change the way I work?
  4. 4. © Weave Web Communications 2014 www.weaveweb.com.au In this talk I’m going to… • Use a hypothetical web project to show some specific ways content can influence design • Give you 3 ways to start adding content strategy to your design process
  5. 5. © Weave Web Communications 2014 www.weaveweb.com.au Some assumptions about you • You’re a designer, front end developer, or someone whose work directly affects user experience • You work on content-managed websites • You do client work (if you’re in-house, substitute “stakeholders” for “clients”)
  6. 6. © Weave Web Communications 2014 www.weaveweb.com.au A hypothetical web project
  7. 7. © Weave Web Communications 2014 www.weaveweb.com.au The brief • KidFund, a crowdfunding site for talented children • Raises money to pay for music lessons, science equipment, computers, etc. • Aimed at economically disadvantaged parents
  8. 8. © Weave Web Communications 2014 www.weaveweb.com.au A typical design process • Meetings • User research • Requirements gathering • Mood boards/style tiles • Wireframes
  9. 9. © Weave Web Communications 2014 www.weaveweb.com.au A typical design process Culminating in a series of page mockups:
  10. 10. KidFund Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Brief blurb explaining! what KidFund is about Explore Create Sign up Log in Donate now Donate now Donate now Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised
  11. 11. © Weave Web Communications 2014 www.weaveweb.com.au As a content strategist, I immediately want to ask questions like…
  12. 12. KidFund Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Brief blurb explaining! what KidFund is about Explore Create Sign up Log in Donate now Donate now Donate now Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised What will this bit actually say?
  13. 13. KidFund Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Crowdfunding to help talented kids! develop their skills Explore Create Sign up Log in Donate now Donate now Donate now Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised
  14. 14. KidFund Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised So your kid is some kind of genius?! Get funding to help your little Einstein thrive Explore Create Sign up Log in Donate now Donate now Donate now Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised
  15. 15. KidFund Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Make these INCREDIBLE kids’ dreams come true!!!! KidFund gives talented youngsters a helping hand Explore Create Sign up Log in Donate now Donate now Donate now Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised
  16. 16. © Weave Web Communications 2014 www.weaveweb.com.au Designing with real content gives you a voice to work with.
  17. 17. KidFund Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Brief blurb explaining! what KidFund is about Explore Create Sign up Log in Donate now Donate now Donate now Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised How well can these elements tell the kids’ stories?
  18. 18. Just because it works for their content, doesn’t mean it’s going to work for our content
  19. 19. KidFund Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Brief blurb explaining! what KidFund is about Explore Create Sign up Log in Donate now Donate now Donate now Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised
  20. 20. KidFund An iPad for Sarah! Sarah has been accepted into a school for gifted children. She needs money for an iPad so she can take part in lessons.! $200 of $500 raised Brief blurb explaining! what KidFund is about Explore Create Sign up Log in Donate now Donate now Donate now Violin lessons for May! May was playing the Beethoven Violin Concerto at age 5. Now her refugee parents need help to continue her violin lessons. $1230 of $1500 raised A telescope for Ahmed! Ahmed has always loved science, especially astronomy. Now he needs money for a new telescope.! $350 of $2000 raised
  21. 21. KidFund An iPad for Sarah! $xxxx of $xxxx raised Brief positioning statement explaining what KidFund is about Donate now Menu Violin lessons for May! $xxxx of $xxxx raised Donate now A telescope for Ahmed! $xxxx of $xxxx raised Donate now
  22. 22. © Weave Web Communications 2014 www.weaveweb.com.au Designing with real content helps you spot unintended consequences.
  23. 23. KidFund Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Brief blurb explaining! what KidFund is about Explore Create Sign up Log in Donate now Donate now Donate now Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised What kinds of photos will we actually get? (If photos support content, they are content)
  24. 24. KidFund Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Brief blurb explaining! what KidFund is about Explore Create Sign up Log in Donate now Donate now Donate now Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised
  25. 25. KidFund Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Brief blurb explaining! what KidFund is about Explore Create Sign up Log in Donate now Donate now Donate now Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised
  26. 26. KidFund Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Brief blurb explaining! what KidFund is about Explore Create Sign up Log in Donate now Donate now Donate now Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised Headline! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised
  27. 27. © Weave Web Communications 2014 www.weaveweb.com.au Designing with real, imperfect content helps you think through contingencies and edge cases.
  28. 28. © Weave Web Communications 2014 www.weaveweb.com.au Even more questions • Who writes the content? • What content gets promoted? • What happens to old content? • How will people get to the website? • How does our content look on Facebook?
  29. 29. © Weave Web Communications 2014 www.weaveweb.com.au If you find yourself asking 
 the same questions, then congratulations: You’re already doing content strategy
  30. 30. © Weave Web Communications 2014 www.weaveweb.com.au Content strategy can and should be part of every project that involves content. Content strategists are good to have on a project with lots of content, or complex content needs.
  31. 31. © Weave Web Communications 2014 www.weaveweb.com.au 3 ways to start adding content strategy to your design process
  32. 32. © Weave Web Communications 2014 www.weaveweb.com.au 1 Design with real content
  33. 33. © Weave Web Communications 2014 www.weaveweb.com.au Design with real content • Draft content is OK; any content is better than none • Design with best case, worst case and “zero case” content • Be prepared for content to come up in design discussions • This is what “Content First” really means
  34. 34. © Weave Web Communications 2014 www.weaveweb.com.au 2 Talk about who’s going to write the content, and when
  35. 35. © Weave Web Communications 2014 www.weaveweb.com.au Talk about who’s going to write the content, and when • The “11th hour shitstorm” problem • Don’t assume — even if the RFQ says “All content will be provided” • Use back of envelope calculations as reality checks • Build relationships with copywriters (or become one yourself)
  36. 36. © Weave Web Communications 2014 www.weaveweb.com.au 3 Your job doesn’t end on launch day
  37. 37. © Weave Web Communications 2014 www.weaveweb.com.au Your job doesn’t end on launch day • The “Day 2” problem • Magical thinking: content management system means content is managed • How many websites you built 2 years ago are you still happy to show off? • Work with the client on an achievable post- launch plan, and pester them about it
  38. 38. © Weave Web Communications 2014 www.weaveweb.com.au 3 ways to start adding content strategy to your design process 1. Design with real content 2. Talk about who’s going to write the content, and when 3. Your job doesn’t end on launch day
  39. 39. © Weave Web Communications 2014 www.weaveweb.com.au If you’d like to know more…
  40. 40. © Weave Web Communications 2014 www.weaveweb.com.au Karen McGrane Content Strategy for Mobile (A Book Apart) Content Strategy Melbourne meetup meetup.com/Content-Strategy-Melbourne
  41. 41. © Weave Web Communications 2014 www.weaveweb.com.au Thank you! @WeAreWeave
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