Wine is Not Just Grape Juice: How Content is Essential to UX
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Wine is Not Just Grape Juice: How Content is Essential to UX

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Sept 21, 2010 presentation by Dechay Watts, Sprout Content

Sept 21, 2010 presentation by Dechay Watts, Sprout Content

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  • 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  reac9on   •  You  can  feel  it   •  It  creates  a  connec9on   •  It  creates  an  experience   •  It’s  the  finished  product  that  goes  into  a  package  
  • 4. An  Online  Search  is  Like  a  Wine  Tas9ng   •     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  boIle?   •  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. Content  is  not...   •  TEXT     •  VERBIAGE   •  COPY   •  FILLER   •  FLUFF  
  • 8. Content  is...   •  Ar9cles  that  connect  to  users   •  Links  that  keep  users  engaged   •  A  voice  that  users  remember   •  Trends,  techniques  and  technologies  (informa9on)   that  users  experience  and  share  
  • 9. Content  is...   •  Clickable   •  Scrollable   •  Scanable   •  Sharable   •  Ownable  
  • 10. Post Post Post Post Post Post Post Post Input: Monthly Content / Conversation Calendar Content Affects UX: V Quantitative Qualitative a Facebook Impacts: Impacts: l Blog Twitter Links Word of Mouth u YouTube Subscribers Engagement e Rankings Comments Website
  • 11. Content  is…   Valuable  to   –  Users   –  Designers   –  Informa9on  Architects   –  Search  Engine  Marketers   –  Project  Managers   –  Brands  
  • 12. Guiding Principles of Content Creation 1.  Enable human interaction with a healthy dialog 2.  Stay true to the brand personality 3.  Contribute valuable information and offers 4.  Allow for co-creation 5.  Stick to common themes 6.  Ask questions 7.  Be service-oriented 8.  Maintain consistent engagement 9.  Use multimedia 10.  Encourage consumers to share personal stories
  • 13.      “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  Garrre?