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(Less) Content. (More) Strategy
 

(Less) Content. (More) Strategy

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A content strategy philosophy to improve your product and save your sanity.

A content strategy philosophy to improve your product and save your sanity.

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    (Less) Content. (More) Strategy (Less) Content. (More) Strategy Presentation Transcript

    • (less)Content(more)Strategy
      1
      23 June 2011 @dgcooley #UPA2011
    • About me
      12 years as user researcher/usability specialist
      BE, Biomedical & Electrical Engineering
      MS, Human Factors in Information Design
      Selected Employers & Clients
      23 June 2011 @dgcooley #UPA2011
      2
      danielle@dgcooley.com
      @dgcooley
    • Why I’m here
      23 June 2011 @dgcooley #UPA2011
      3
      I have a hypothesis.
    • (Less) Content. (More) Strategy.
      23 June 2011 @dgcooley #UPA2011
      4
      Content
      Stress
      Expense
      Value to End User
      Revenue
      Expenses and stress increase with content.
      While end user value and revenue ultimately suffer.
    • So What Is Content Strategy?
      23 June 2011 @dgcooley #UPA2011
      5
    • Uh-oh!
      23 June 2011 @dgcooley #UPA2011
      6
      CS Basics
    • You probably already do it!
      23 June 2011 @dgcooley #UPA2011
      7
      CS Basics
    • Aaaah. Clients.
      23 June 2011 @dgcooley #UPA2011
      8
      (More) Strategy
      CS Basics
      I need a wireframe.
      Uhhhhh… OK?
    • Which one?
      23 June 2011 @dgcooley #UPA2011
      9
      (More) Strategy
      CS Basics
      ?
    • Kristina Halvorson’s definition
      23 June 2011 @dgcooley #UPA2011
      10

      CS Basics
      “Content Strategy is the practice of planning for content creation, delivery, and governance.”
      - Kristina Halvorson
    • RahelBailie’sdefinition
      23 June 2011 @dgcooley #UPA2011
      11

      CS Basics
      “Content Strategy is the development of a repeatable process that manages content throughout the entire content lifecycle.”
      And that means, from planning to creation to management within the CMS, to publishing, to post-publishing activities, and back through the next iteration of planning, and so on
    • What content are we talking about?
      23 June 2011 @dgcooley #UPA2011
      12
      CS Basics
      Video
      Audio
      Graphics
      http://www.site.com
      PDFs
      Photos
      Tweets
      Blog Entries
      Links
      spacer.gif
      Copy
    • Content creation
      Who’s going to create it?
      How often?
      What kind of content will it be?
      Tone?
      23 June 2011 @dgcooley #UPA2011
      13
      CS Basics
      Don’t forget about maintenance!
    • Content delivery
      Is this going on the website?
      Twitter?
      Facebook?
      Email?
      Annual Report?
      23 June 2011 @dgcooley #UPA2011
      14
      CS Basics
      Technical considerations can be huge!
    • Content governance
      Who reviews & approves new and updated content?
      Who determines and enforces removal and archival rules?
      23 June 2011 @dgcooley #UPA2011
      15
      CS Basics
      Who gets to (has to?) say “No!” to the boss?
    • (Less) Content
      23 June 2011 @dgcooley #UPA2011
      16
    • The long neck
      23 June 2011 @dgcooley #UPA2011
      17
      (Less) Content
      http://www.gerrymcgovern.com/
    • Content’slong neck
      23 June 2011 @dgcooley #UPA2011
      18
      (Less) Content
      (Less) Content
      (Less) Content
       Benefit
      Cost
    • Required quadrant map
      23 June 2011 @dgcooley #UPA2011
      19
      (Less) Content
      (Less) Content
      Benefit
      Contact
      Logo & Branding
      Cost
      FAQ
      It Depends 
      Letter from the CEO
      Culture Video
    • Content is expensive
      23 June 2011 @dgcooley #UPA2011
      20
      (Less) Content
      Salary.com
    • Signal to noise ratio
      23 June 2011 @dgcooley #UPA2011
      21
      (Less) Content
      www.jolyon.co.uk
    • The psychology of clutter
      23 June 2011 @dgcooley #UPA2011
      22
      (Less) Content
    • The psychology of clutter
      23 June 2011 @dgcooley #UPA2011
      23
      (Less) Content
    • Dustin Curtis gets it
      23 June 2011 @dgcooley #UPA2011
      24
      (Less) Content
      http://www.dustincurtis.com/dear_american_airlines.html
    • AA is even starting to get it
      23 June 2011 @dgcooley #UPA2011
      25
      (Less) Content
    • This person got it.
      23 June 2011 @dgcooley #UPA2011
      26
      (Less) Content
      Enter your tracking number
      Track My Package
      Everything Else
      Reference unknown.
    • GoDaddy Didn’t Get it.
      23 June 2011 @dgcooley #UPA2011
      27
      (Less) Content
      And it cost them a (high profile) customer.
      http://www.heathbrothers.com/posts/2011/04/gone-godaddy-gone/
    • Ahem.
      23 June 2011 @dgcooley #UPA2011
      28
      (Less) Content
      vs.
    • Lane Furniture.com doesn’t get it.
      23 June 2011 @dgcooley #UPA2011
      29
      (Less) Content
      http://www.lanefurniture.com/Contact-Us/FAQ.aspx
    • (More) Strategy
      23 June 2011 @dgcooley #UPA2011
      30
    • The most important thing
      23 June 2011 @dgcooley #UPA2011
      31
      (More) Strategy
      (More) Strategy
      Your content is the most important thing about your website.
    • Let me repeat that…
      23 June 2011 @dgcooley #UPA2011
      32
      (More) Strategy
      (More) Strategy
      Your content is the most important thing about your website.
    • Take care of important things
      23 June 2011 @dgcooley #UPA2011
      33
      (More) Strategy
      (More) Strategy


      Yell at anyone who doesn’t.
      Treat your content with love.
    • LoremIpsum must die!
      23 June 2011 @dgcooley #UPA2011
      34
      (More) Strategy
      (More) Strategy
      Loremipsum dolor sit amet, consecteturadipiscingelit. Donecnuncenim, volutpatutmalesuada sit amet, aliquameuorci. In quismauris at enimfermentumvulputate et sedenim. Suspendissetemporligula et liberoiaculisquistemporeratimperdiet. Vivamusadipiscingnuncvelodio dictum tempor. Nullamaurisnibh, laoreetneclacinia id, feugiateueros. Curabiturfaucibusgravidalectus, sedfaucibusfelismattisnec. Duisinterdumplaceraturna sit ametposuere. Aenean in ligula at enimconvallissagittis. Nam ac fermentumaugue. Curabitursollicitudin, loremvel tempus malesuada, tellus quam lobortisrisus, id dapibusodioleoegetorci. Morbieuaugue mi, euportaarcu. Donecmassaleo, blanditquisviverra vitae, fringilla in augue. Crascondimentum, nibhutvariuslacinia, metus quam faucibustortor, sedposuere lacus risus in diam. Donecleoorci, fermentumvelsuscipiteget, tempus in leo. Vivamus ante justo, posuere at sagittis at, consequatvelleo. Vestibulumrutrumcommodolorem, non varius nisi venenatisnec.
    • Bacon Ipsum, however, is awesome.
      23 June 2011 @dgcooley #UPA2011
      35
      (More) Strategy
      (More) Strategy
      (No! Not really!)
      http://www.baconipsum.com
    • SEO
      23 June 2011 @dgcooley #UPA2011
      36
      (More) Strategy
      (More) Strategy
      SEO is important and should be considered as part of your strategy.
      <title> tags
      Link text & placement
      Copy volume
    • Video
      23 June 2011 @dgcooley #UPA2011
      37
      (More) Strategy
      (More) Strategy
      Video is expensive, and its use should be considered very carefully.
      “I’d rather just read.”
      “Video takes too long.”
      81% of users leave video if it buffers.
      http://www.tubemogul.com/research/report/99-Online-Video-Delivery-Still-Nowhere-Near-TV-Quality
    • Information architecture
      23 June 2011 @dgcooley #UPA2011
      38
      (More) Strategy
      (More) Strategy
      Whatever content is included needs to be organized very well.
    • More content might be OK. Maybe. Sometimes.
      23 June 2011 @dgcooley #UPA2011
      39
      (More) Strategy
    • Recap & additional resources
      You are (probably) already a content strategist.
      Content is expensive.
      Let go of what no longer serves you.
      Optimize what does.
      23 June 2011 @dgcooley #UPA2011
      40
      Content Strategy meetups
      in many cities
      “Content Strategy “Group
      http://blog.braintraffic.com
      Erin Kissane
      Twitter.com/kissane
      Kristina Halvorson
      Twitter.com/halvorson