This presentation attempts to begin to define how content strategists can evaluate and plan for content through a more specific contextual lens through examining how the brain processes, accesses and ...
This presentation attempts to begin to define how content strategists can evaluate and plan for content through a more specific contextual lens through examining how the brain processes, accesses and stores information and what factors content strategists can begin to consider when planning for supporting content and creating deeper, more meaningful content plans across multiple devices (iPad, Smart Phone, Laptop, Desktop, Etc.).
Context As A Content Strategy: Creating More Meaningful Web Experiences Through Contextual FilteringPresentation Transcript
Context As A Content Strategy
Creating More Meaningful Web Experiences Through Contextual Filtering
Internet User Experience 2010 - 07.26.10
A Few Disclaimers:
1. I am not a neuroscientist by trade, but I enjoy trying like hell
to be one in my spare time.
2. I am constantly questioning the various definitions that have
been provided for content strategy
3. This is a high level version of a much deeper conversation
that needs to be explored. I NEED your help to start it.
4. We’re all from different backgrounds and smarter than one
another in many areas. I attempted to be cognizant of that fact
in this presentation.
So, you may have heard that content
strategy is the next big thing.
You may have also heard that ...
“
Content is King.
”
- Just About Every Content Strategist or Content Marketer You’ll Meet
I disagree.
“ Content is something we
connect to emotionally,
converse about or learn
from ... but content without
context is useless.
Content strategy and information architecture are
more than a means to achieve ‘findability.’
“
We owe visitors and our site
owners more than content,
we owe them context
”
Content Strategy In 13 Slides
Content Strategy Plans For:
Governance Creation
• Guide (Tags /Meta Data / Best Practices / SEO) • Source (Where Does It Come From?)
• Measure (Success Metrics / Refining Measures) • Execute (Production Method / Medium / Tone)
• Maintain (Refresh Schedule / Removal Criteria) • Approval (Editing / Review)
Delivery
• Push (Where Does It Get Placed?)
• Pull (What Information Do We Bring In?)
• Exchange (What Partnerships Do We Leverage?)
Consumer Soc. Media Analytics/ Product
Insights Insight SEO Strategy
Content Strategy
Planning Sourcing Creation Governance
Content strategists combine consumer insights and product
strategy to yield messaging matrices. These matrices aid in the
oversight of new content creation and provide key insights into the
governance of all content living in the digital space.
Content Strategy and Planning
Planning
} Helps to define:
• Information
• Ownership
• Support
Content strategy will help answer:
• What messages should be communicated?
• What medium supports the message?
• What tone of voice should be used?
• How long will it take to produce the content?
• When should content be published?
• What kinds of content need to be created?
Content Strategy and Sourcing
Sourcing
} Helps to define:
• What we have
• Where the gaps are
Content strategy will help answer:
• Where is our content? (Content Inventories)
• What content is missing? (Gap Analysis)
• What content from our inventory exists to fill the gaps?
• How will the new content be sourced? Is it:
- Original
- Co-Created
- Curated
- Third Party
Content Strategy and Creation
Creation
} Helps to define:
• Who should produce
• What do they need to be successful
Content strategy will help answer:
• What best practices and templates can be created to aid writers
and content creators?
• Who assists in final editing and serves as quality control?
• What does the writer, editor or project management need to
create content that adheres to product strategy and consumer
insight to deliver against agreed upon metrics?
Content Strategy and Governance
Governance
} Helps to define:
• Guidelines for content management
• Creation or adjustment of metrics
Content strategy will help answer:
• When do we need to review, adjust or delete content?
• What metrics do we need to determine if our content is
successful?
• Can content perform better in a different channel/medium based
on current performance?
Deliverables?
Content Audits
Heuristic Reviews
Messaging Strategies
Content Strategy Roadmaps
User Personas
Melanie Taylor - Potential Malibu Buyer
Personal Profile Background
Melanie is a hardworking, 31- • 31-year-old female
year-old mother of one. • Yoga three times per week
• Works as a radiology tech at her local
She has never owned a 'new' hospital
vehicle and is in market to • Married for 5 years
purchase or lease. She prides • Thinking about expanding her family in
herself on balancing home, work the next three years
and a busy personal life.
Attributes
She is a heavy user of social • Middle Class
networking and social sharing • White
Web sites. • Generation Y
• Influenced by peers and online reviews
In her quest for a new vehicle she • iPod and Smartphone user
has utilized a variety of review • Spends time in social media (blogs,
and research sites in addition to Facebook, Yelp!)
discussing her decision with a
variety of friends and family "I want a safe, reliable, family
members. friendly vehicle that reflects my
personal style."
Melanie's Needs From Asset Bank
• Information about safety and engineering features • Running Footage
• Photos and video that highlight vehicle's styling • DVPOD
• Guidance and education • Chevy.com Galleries
!"#$%&%'()#*+&(
• Nameplate validation from peers or others • Targeted Print
,-.*"/(
• Ability to gather and share information easily • BYO/Matte Art
0#'()"#&1(
• Catalog Images
2*'%-3!-4#5(
• Tours
• 'Other' Images
Publishing Plans / Governance Models
Chevy Social Publishing Process
PUBLISHER
(CLIENT)
SITE SOCIAL MEDIA EXECUTIVE CREATIVE
STRATEGY MODERATOR EDITOR DIRECTOR
(CE SITE) (CE-SOCIAL) (WS) (CE DIGITAL)
EXPERIENCE
WRITER WRITER
DESIGNER
(WS) (WS)
(SHERMAN)
Strategy Experience Planning Publisher
Responsible for developing best Responsible for the planning, design, The Publisher (Chevy/GM Executive
practices for content production, creation, editing and implementation of client) serves as Group director for
managing nameplate specific personas social content. Collaborates with governing the production of all content.
and providing editorial direction to Strategy and Publishing Executive to This role has final say over what
Experience Planning Teams. Also adhere to agreed upon content content is used where and serves as
serves as a review layer to ensure strategy plan and messaging matrix. keeper of editorial voice, style and
content produced is on strategy and Provides raw assets to Content tone. Serves as chief report for all
ready for governance. Management team for ingestion into a creation, management and experience
Content Management System. planning leads.
And Lots More ...
Chevy Content Plan - as of 2/5/10
Aveo Camaro Cobalt/Cruze Corvette Malibu Impala
Stories Stories Stories Stories Stories Stories
!•.Owner Testimonal • Owner Testimonal •!Interview with Jonell •!C6.R To Debut on •!Interview with Cargo •!Interview with GM
Smith, owner of iRacing System (w/ Experts on usable space Design about next
• Interview with Aveo • What went into the Cobaltss.net about photos from Corvette for Malibu, Equinox and generation Impala
Forums influencer Camaro Spring Edition expectations for Cruze Quarterly) Traverse.
(http:// SEMA Camaro and • History of the Impala
chevroletforum.com/ Tech Specs. • Interview with GM • ZR1 Technical Story • Safety testimonial from and its influence on
forum/ Performance Division from Corvette Quarterly OnStar/Malibu owner. automotive design
forumdisplay.php?f=11) about the Cruze Design (w/photos)
Photos Photos Photos Photos Photos Photos
•!GM Design Conceptual •!Gallery of C7 •!Ask users to submit •!Gallery of user
• User submitted •!Gallery of the evolution
Drawings Gallery Conceptual drawings photos of their modified Impalas and
photos of their modified of the Camaro.
customized Chevy gallery of race-reay
Aveos.
• Cruze around the world • Gallery of the history of Malibus. Impalas from NASCAR
• User submitted photos
• Gallery of Aveo RS of their modified gallery including WTCC Corvette
show car Camaros. car.
Video Video Video Video Video Video
• Interview with GM • Interview with GM •!ZR1 Testing at •!How To: Install a car •!How To: Install a car
•!Tour of thoughtful seat in a Impala
Design about the Design Team about Nurburgring seat in a Malibu
functionality (i.e. cell
design of the Aveo Rabid Fan Response to
phone space, sunglasses • Road Stories:
Extreme Concept initial vehicle success. • Video of performance • Road Stories: Interview
holder in grab bar) Interview with Impala
Vehicle testing of Corvette Grand with Malibu owners.
• Competition Vs. Sport at Milford Proving owners..
• Design videos of Cruze
• How to Pack Your Camaro comparison Grounds. • Competitive owners test
durability testing and • Look at Impala design
Dorm room into an video. drive Malibu and provide
quality testing from from past to modern
Aveo • Performance Features background on Chevy
around the world. day, with GM Design
series (Which perception and vehicle.
• Competitive owner's accessories, tweaks and
features boost • Google/YouTube
first look at Cruze and
performance and why) annotated videos (Photo
their vehicle and their
Hunt Style)
reaction.
But Where Hell Is The Context!?
People and search engines do not consume content in
the same way ...
=
Search engines consume via tags, data, code, etc.
Conversely, our brains are affected by
everything — from the amount of sleep we
get to the temperature in the room.
FACT: These strange creatures think and learn differently.
Thinking and learning differs by device.
And just having content, or a content strategy isn’t
going to necessarily get our message across.
WHERE IS THE CONTEXT?!
Context Starts Here
And Continues Here
Melanie Taylor - Potential Malibu Buyer
Personal Profile Background
Melanie is a hardworking, 31- • 31-year-old female
year-old mother of one. • Yoga three times per week
• Works as a radiology tech at her local
She has never owned a 'new' hospital
vehicle and is in market to • Married for 5 years
purchase or lease. She prides • Thinking about expanding her family in
herself on balancing home, work the next three years
and a busy personal life.
Attributes
She is a heavy user of social • Middle Class
networking and social sharing • White
Web sites. • Generation Y
• Influenced by peers and online reviews
In her quest for a new vehicle she • iPod and Smartphone user
has utilized a variety of review • Spends time in social media (blogs,
and research sites in addition to Facebook, Yelp!)
discussing her decision with a
variety of friends and family "I want a safe, reliable, family
members. friendly vehicle that reflects my
personal style."
Melanie's Needs From Asset Bank
• Information about safety and engineering features • Running Footage
• Photos and video that highlight vehicle's styling • DVPOD
• Guidance and education • Chevy.com Galleries
!"#$%&%'()#*+&(
• Nameplate validation from peers or others • Targeted Print
,-.*"/(
• Ability to gather and share information easily • BYO/Matte Art
0#'()"#&1(
• Catalog Images
2*'%-3!-4#5(
• Tours
• 'Other' Images
Personal-Situational Context
Task Need Task
Task
Situation Task
Need Need
Task
Task Task
Task
Scenario Requiring Content
Situational/Behavioral Context
Task Need Task
Physical Emotional
Task Situation Task
Need
Need Cognitive Task
Task Task
Task
CONTEXTUAL CONTENT STRATEGY
What Factors Should We Focus On?
Content Planning For Physical Factors
• Segmentation Potential (Age,
Need vs. Task, etc.)
• Disability
• Device Type (mobile, laptop,
tablet, outdoor, etc.)
• Gender
• Geolocation
• Time
• And Many, Many More
Content Planning For Emotional Factors
• Marital Status
• Personalization Tools
• Recommendations
• User Feedback
• Utilization of social and
contextual networking
data
Content Planning For Learning Factors
• Familiarity With Content
• Education Attained
• Learning Disabilities
• Reading Level
So What Does This All Mean?
The Era Of Sameness Is Over
• Traditional SEO will suffer
• Context based networks will
rise
• Media opportunities will
multiply based on behavioral
and situational needs
• Increasingly scientific data will
become more important to
designers and marketers
• Our jobs get harder but more
fun
How We Learn Becomes A HUGE Factor
• Different content can be served
to target different brain areas
• Targeting the brain’s learning
centers provides for relevant
contextual connections
• Content will vary based on
sociological, age and emotional
factors
How We Learn Visually
How We Create Meaning: #1 Primary Visual Cortex
Sight / Visual based center of learning
Activates and delivers information to the Ventral Stream, Dorsal Stream and
Cerebral Cortex to create meaning and context.
How We Create Meaning: #2 Ventral Stream
The Recognition Center
The Ventral Stream (left side, Temporal Lobe) figures out what something is
visually, like an Apple, or a Computer, etc. It connects images and ideas to
words and language.
How We Create Meaning: #3 Dorsal Stream
The Locator (Physical Space)
The Dorsal Stream (Top and rear, Parietal Lobe) figures out what something
is spatially. This part of the brain is crucial in mental mapping.
How We Create Meaning: #4 Limbic System
Center for Emotional Reaction (Feeling)
The Limbic System (Inside the Cortical areas) processes emotions and
controls our body’s endocrine and automatic nervous systems.
Anyone Starting To Feel Like This?
Leveraging The Mental Map
Shape?
Who?
What?
State? Color?
When?
Where?
Size? Location?
Mental Map
Visual Data In
Getting To This Won’t Be Easy
But We Can Start With Basics
• Content Filtering Via CMS
• Creating new taxonomies to
organize related items and think
beyond the link
• Develop content for the
consumer need not for the
marketing need
• Begin looking at Personas from
a behavioral and situational
standpoint to plan content
• Think about device in content
planning
And Maybe Soon We Can Be Here
Functional MRI
With Functional MRI we can record brain stimulation and
reaction while a person is totally awake, learning how our
designs, web sites and content affect individual operations in
the brain.
So in reality ...
“
CONTEXT is the true King.
It’s simply powered by
content.
”
Photo Sources:
(Slide 26) Woman on Laptop - photographer: Ed Yourdon
(Slide 28) Sleeping Woman - photographer: Subtle Mistakes
(Slide 29) Man Thinking - photographer: Panther1619
(Slide 29) Woman Thinking - photographer: Vishiro
(Slide 30) Pair of cell phone users - photographer: ebjSP
(Slide 30) Man on Laptop - photographer: Ed Yourdon
(Slide 30) Man on iPad - Apple PR
(Slides 36-38) Personal Behavioral Context and Situational Context Graphics: Modified from original
concept created by Andrew Hinton
(Slide 45) Brain Chart - Courtesy, Society for Neuroscience ‘Brain Facts’
(Slides 47-49) Brain Diagram - WikiCommons
(Slide 50) Limbic System Diagram - How Stuff Works
Note: All Photos Used were used with permission via a Creative Commons License or with expressed written permission of owner.
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Matt Roberts
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