(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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  • 1. (less)Content(more)Strategy
    1
    23 June 2011 @dgcooley #UPA2011
  • 2. 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
  • 3. Why I’m here
    23 June 2011 @dgcooley #UPA2011
    3
    I have a hypothesis.
  • 4. (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.
  • 5. So What Is Content Strategy?
    23 June 2011 @dgcooley #UPA2011
    5
  • 6. Uh-oh!
    23 June 2011 @dgcooley #UPA2011
    6
    CS Basics
  • 7. You probably already do it!
    23 June 2011 @dgcooley #UPA2011
    7
    CS Basics
  • 8. Aaaah. Clients.
    23 June 2011 @dgcooley #UPA2011
    8
    (More) Strategy
    CS Basics
    I need a wireframe.
    Uhhhhh… OK?
  • 9. Which one?
    23 June 2011 @dgcooley #UPA2011
    9
    (More) Strategy
    CS Basics
    ?
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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!
  • 14. 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!
  • 15. 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?
  • 16. (Less) Content
    23 June 2011 @dgcooley #UPA2011
    16
  • 17. The long neck
    23 June 2011 @dgcooley #UPA2011
    17
    (Less) Content
    http://www.gerrymcgovern.com/
  • 18. Content’slong neck
    23 June 2011 @dgcooley #UPA2011
    18
    (Less) Content
    (Less) Content
    (Less) Content
     Benefit
    Cost
  • 19. 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
  • 20. Content is expensive
    23 June 2011 @dgcooley #UPA2011
    20
    (Less) Content
    Salary.com
  • 21. Signal to noise ratio
    23 June 2011 @dgcooley #UPA2011
    21
    (Less) Content
    www.jolyon.co.uk
  • 22. The psychology of clutter
    23 June 2011 @dgcooley #UPA2011
    22
    (Less) Content
  • 23. The psychology of clutter
    23 June 2011 @dgcooley #UPA2011
    23
    (Less) Content
  • 24. Dustin Curtis gets it
    23 June 2011 @dgcooley #UPA2011
    24
    (Less) Content
    http://www.dustincurtis.com/dear_american_airlines.html
  • 25. AA is even starting to get it
    23 June 2011 @dgcooley #UPA2011
    25
    (Less) Content
  • 26. This person got it.
    23 June 2011 @dgcooley #UPA2011
    26
    (Less) Content
    Enter your tracking number
    Track My Package
    Everything Else
    Reference unknown.
  • 27. 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/
  • 28. Ahem.
    23 June 2011 @dgcooley #UPA2011
    28
    (Less) Content
    vs.
  • 29. Lane Furniture.com doesn’t get it.
    23 June 2011 @dgcooley #UPA2011
    29
    (Less) Content
    http://www.lanefurniture.com/Contact-Us/FAQ.aspx
  • 30. (More) Strategy
    23 June 2011 @dgcooley #UPA2011
    30
  • 31. The most important thing
    23 June 2011 @dgcooley #UPA2011
    31
    (More) Strategy
    (More) Strategy
    Your content is the most important thing about your website.
  • 32. Let me repeat that…
    23 June 2011 @dgcooley #UPA2011
    32
    (More) Strategy
    (More) Strategy
    Your content is the most important thing about your website.
  • 33. 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.
  • 34. 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.
  • 35. Bacon Ipsum, however, is awesome.
    23 June 2011 @dgcooley #UPA2011
    35
    (More) Strategy
    (More) Strategy
    (No! Not really!)
    http://www.baconipsum.com
  • 36. 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
  • 37. 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
  • 38. Information architecture
    23 June 2011 @dgcooley #UPA2011
    38
    (More) Strategy
    (More) Strategy
    Whatever content is included needs to be organized very well.
  • 39. More content might be OK. Maybe. Sometimes.
    23 June 2011 @dgcooley #UPA2011
    39
    (More) Strategy
  • 40. 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