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(less)Content(more)Strategy<br />1<br />23 June 2011                   @dgcooley                    #UPA2011<br />
About me<br />12 years as user researcher/usability specialist<br />BE, Biomedical & Electrical Engineering<br />MS, Human...
Why I’m here<br />23 June 2011                   @dgcooley                    #UPA2011<br />3<br />I have a hypothesis.<br />
(Less) Content. (More) Strategy.<br />23 June 2011                   @dgcooley                    #UPA2011<br />4<br />Con...
So What Is Content Strategy?<br />23 June 2011                   @dgcooley                    #UPA2011<br />5<br />
Uh-oh!<br />23 June 2011                   @dgcooley                    #UPA2011<br />6<br />CS Basics<br />
You probably already do it!<br />23 June 2011                   @dgcooley                    #UPA2011<br />7<br />CS Basic...
Aaaah. Clients.<br />23 June 2011                   @dgcooley                    #UPA2011<br />8<br />(More) Strategy<br /...
Which one?<br />23 June 2011                   @dgcooley                    #UPA2011<br />9<br />(More) Strategy<br />CS B...
Kristina Halvorson’s definition<br />23 June 2011                   @dgcooley                    #UPA2011<br />10<br />“<b...
RahelBailie’sdefinition<br />23 June 2011                   @dgcooley                    #UPA2011<br />11<br />“<br />CS B...
What content are we talking about?<br />23 June 2011                   @dgcooley                    #UPA2011<br />12<br />...
Content creation<br />Who’s going to create it?<br />How often?<br />What kind of content will it be?<br />Tone?<br />23 J...
Content delivery<br />Is this going on the website?<br />Twitter?<br />Facebook?<br />Email?<br />Annual Report?<br />23 J...
Content governance<br />Who reviews & approves new and updated content?<br />Who determines and enforces removal and archi...
(Less) Content<br />23 June 2011                   @dgcooley                    #UPA2011<br />16<br />
The long neck<br />23 June 2011                   @dgcooley                    #UPA2011<br />17<br />(Less) Content<br />h...
Content’slong neck<br />23 June 2011                   @dgcooley                    #UPA2011<br />18<br />(Less) Content<b...
Required quadrant map<br />23 June 2011                   @dgcooley                    #UPA2011<br />19<br />(Less) Conten...
Content is expensive<br />23 June 2011                   @dgcooley                    #UPA2011<br />20<br />(Less) Content...
Signal to noise ratio<br />23 June 2011                   @dgcooley                    #UPA2011<br />21<br />(Less) Conten...
The psychology of clutter<br />23 June 2011                   @dgcooley                    #UPA2011<br />22<br />(Less) Co...
The psychology of clutter<br />23 June 2011                   @dgcooley                    #UPA2011<br />23<br />(Less) Co...
Dustin Curtis gets it<br />23 June 2011                   @dgcooley                    #UPA2011<br />24<br />(Less) Conten...
AA is even starting to get it<br />23 June 2011                   @dgcooley                    #UPA2011<br />25<br />(Less...
This person got it.<br />23 June 2011                   @dgcooley                    #UPA2011<br />26<br />(Less) Content<...
GoDaddy Didn’t Get it.<br />23 June 2011                   @dgcooley                    #UPA2011<br />27<br />(Less) Conte...
Ahem.<br />23 June 2011                   @dgcooley                    #UPA2011<br />28<br />(Less) Content<br />vs.<br />
Lane Furniture.com doesn’t get it.<br />23 June 2011                   @dgcooley                    #UPA2011<br />29<br />...
(More) Strategy<br />23 June 2011                   @dgcooley                    #UPA2011<br />30<br />
The most important thing<br />23 June 2011                   @dgcooley                    #UPA2011<br />31<br />(More) Str...
Let me repeat that…<br />23 June 2011                   @dgcooley                    #UPA2011<br />32<br />(More) Strategy...
Take care of important things<br />23 June 2011                   @dgcooley                    #UPA2011<br />33<br />(More...
LoremIpsum must die!<br />23 June 2011                   @dgcooley                    #UPA2011<br />34<br />(More) Strateg...
Bacon Ipsum, however, is awesome.<br />23 June 2011                   @dgcooley                    #UPA2011<br />35<br />(...
SEO<br />23 June 2011                   @dgcooley                    #UPA2011<br />36<br />(More) Strategy<br />(More) Str...
Video<br />23 June 2011                   @dgcooley                    #UPA2011<br />37<br />(More) Strategy<br />(More) S...
Information architecture<br />23 June 2011                   @dgcooley                    #UPA2011<br />38<br />(More) Str...
More content might be OK. Maybe. Sometimes.<br />23 June 2011                   @dgcooley                    #UPA2011<br /...
Recap & additional resources<br />You are (probably) already a content strategist.<br />Content is expensive.<br />Let go ...
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(Less) Content. (More) Strategy

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

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Transcript of "(Less) Content. (More) Strategy"

  1. 1. (less)Content(more)Strategy<br />1<br />23 June 2011 @dgcooley #UPA2011<br />
  2. 2. About me<br />12 years as user researcher/usability specialist<br />BE, Biomedical & Electrical Engineering<br />MS, Human Factors in Information Design<br />Selected Employers & Clients<br />23 June 2011 @dgcooley #UPA2011<br />2<br />danielle@dgcooley.com<br />@dgcooley<br />
  3. 3. Why I’m here<br />23 June 2011 @dgcooley #UPA2011<br />3<br />I have a hypothesis.<br />
  4. 4. (Less) Content. (More) Strategy.<br />23 June 2011 @dgcooley #UPA2011<br />4<br />Content<br />Stress<br />Expense<br />Value to End User<br />Revenue<br />Expenses and stress increase with content.<br />While end user value and revenue ultimately suffer.<br />
  5. 5. So What Is Content Strategy?<br />23 June 2011 @dgcooley #UPA2011<br />5<br />
  6. 6. Uh-oh!<br />23 June 2011 @dgcooley #UPA2011<br />6<br />CS Basics<br />
  7. 7. You probably already do it!<br />23 June 2011 @dgcooley #UPA2011<br />7<br />CS Basics<br />
  8. 8. Aaaah. Clients.<br />23 June 2011 @dgcooley #UPA2011<br />8<br />(More) Strategy<br />CS Basics<br />I need a wireframe.<br />Uhhhhh… OK?<br />
  9. 9. Which one?<br />23 June 2011 @dgcooley #UPA2011<br />9<br />(More) Strategy<br />CS Basics<br />?<br />
  10. 10. Kristina Halvorson’s definition<br />23 June 2011 @dgcooley #UPA2011<br />10<br />“<br />CS Basics<br />“Content Strategy is the practice of planning for content creation, delivery, and governance.”<br /> - Kristina Halvorson<br />
  11. 11. RahelBailie’sdefinition<br />23 June 2011 @dgcooley #UPA2011<br />11<br />“<br />CS Basics<br />“Content Strategy is the development of a repeatable process that manages content throughout the entire content lifecycle.”<br />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<br />
  12. 12. What content are we talking about?<br />23 June 2011 @dgcooley #UPA2011<br />12<br />CS Basics<br />Video<br />Audio <br />Graphics<br />http://www.site.com<br />PDFs<br />Photos<br />Tweets<br />Blog Entries<br />Links<br />spacer.gif<br />Copy<br />
  13. 13. Content creation<br />Who’s going to create it?<br />How often?<br />What kind of content will it be?<br />Tone?<br />23 June 2011 @dgcooley #UPA2011<br />13<br />CS Basics<br />Don’t forget about maintenance!<br />
  14. 14. Content delivery<br />Is this going on the website?<br />Twitter?<br />Facebook?<br />Email?<br />Annual Report?<br />23 June 2011 @dgcooley #UPA2011<br />14<br />CS Basics<br />Technical considerations can be huge!<br />
  15. 15. Content governance<br />Who reviews & approves new and updated content?<br />Who determines and enforces removal and archival rules?<br />23 June 2011 @dgcooley #UPA2011<br />15<br />CS Basics<br />Who gets to (has to?) say “No!” to the boss?<br />
  16. 16. (Less) Content<br />23 June 2011 @dgcooley #UPA2011<br />16<br />
  17. 17. The long neck<br />23 June 2011 @dgcooley #UPA2011<br />17<br />(Less) Content<br />http://www.gerrymcgovern.com/<br />
  18. 18. Content’slong neck<br />23 June 2011 @dgcooley #UPA2011<br />18<br />(Less) Content<br />(Less) Content<br />(Less) Content<br /> Benefit<br />Cost<br />
  19. 19. Required quadrant map<br />23 June 2011 @dgcooley #UPA2011<br />19<br />(Less) Content<br />(Less) Content<br />Benefit<br />Contact<br />Logo & Branding<br />Cost<br />FAQ<br />It Depends <br />Letter from the CEO<br />Culture Video<br />
  20. 20. Content is expensive<br />23 June 2011 @dgcooley #UPA2011<br />20<br />(Less) Content<br />Salary.com<br />
  21. 21. Signal to noise ratio<br />23 June 2011 @dgcooley #UPA2011<br />21<br />(Less) Content<br />www.jolyon.co.uk<br />
  22. 22. The psychology of clutter<br />23 June 2011 @dgcooley #UPA2011<br />22<br />(Less) Content<br />
  23. 23. The psychology of clutter<br />23 June 2011 @dgcooley #UPA2011<br />23<br />(Less) Content<br />
  24. 24. Dustin Curtis gets it<br />23 June 2011 @dgcooley #UPA2011<br />24<br />(Less) Content<br />http://www.dustincurtis.com/dear_american_airlines.html<br />
  25. 25. AA is even starting to get it<br />23 June 2011 @dgcooley #UPA2011<br />25<br />(Less) Content<br />
  26. 26. This person got it.<br />23 June 2011 @dgcooley #UPA2011<br />26<br />(Less) Content<br />Enter your tracking number<br />Track My Package<br />Everything Else<br />Reference unknown.<br />
  27. 27. GoDaddy Didn’t Get it.<br />23 June 2011 @dgcooley #UPA2011<br />27<br />(Less) Content<br />And it cost them a (high profile) customer.<br />http://www.heathbrothers.com/posts/2011/04/gone-godaddy-gone/<br />
  28. 28. Ahem.<br />23 June 2011 @dgcooley #UPA2011<br />28<br />(Less) Content<br />vs.<br />
  29. 29. Lane Furniture.com doesn’t get it.<br />23 June 2011 @dgcooley #UPA2011<br />29<br />(Less) Content<br />http://www.lanefurniture.com/Contact-Us/FAQ.aspx<br />
  30. 30. (More) Strategy<br />23 June 2011 @dgcooley #UPA2011<br />30<br />
  31. 31. The most important thing<br />23 June 2011 @dgcooley #UPA2011<br />31<br />(More) Strategy<br />(More) Strategy<br />Your content is the most important thing about your website.<br />
  32. 32. Let me repeat that…<br />23 June 2011 @dgcooley #UPA2011<br />32<br />(More) Strategy<br />(More) Strategy<br />Your content is the most important thing about your website.<br />
  33. 33. Take care of important things<br />23 June 2011 @dgcooley #UPA2011<br />33<br />(More) Strategy<br />(More) Strategy<br /><br /><br />Yell at anyone who doesn’t.<br />Treat your content with love.<br />
  34. 34. LoremIpsum must die!<br />23 June 2011 @dgcooley #UPA2011<br />34<br />(More) Strategy<br />(More) Strategy<br />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. <br />
  35. 35. Bacon Ipsum, however, is awesome.<br />23 June 2011 @dgcooley #UPA2011<br />35<br />(More) Strategy<br />(More) Strategy<br />(No! Not really!)<br />http://www.baconipsum.com<br />
  36. 36. SEO<br />23 June 2011 @dgcooley #UPA2011<br />36<br />(More) Strategy<br />(More) Strategy<br />SEO is important and should be considered as part of your strategy.<br /><title> tags<br />Link text & placement<br />Copy volume<br />
  37. 37. Video<br />23 June 2011 @dgcooley #UPA2011<br />37<br />(More) Strategy<br />(More) Strategy<br />Video is expensive, and its use should be considered very carefully.<br />“I’d rather just read.”<br />“Video takes too long.”<br />81% of users leave video if it buffers.<br />http://www.tubemogul.com/research/report/99-Online-Video-Delivery-Still-Nowhere-Near-TV-Quality<br />
  38. 38. Information architecture<br />23 June 2011 @dgcooley #UPA2011<br />38<br />(More) Strategy<br />(More) Strategy<br />Whatever content is included needs to be organized very well.<br />
  39. 39. More content might be OK. Maybe. Sometimes.<br />23 June 2011 @dgcooley #UPA2011<br />39<br />(More) Strategy<br />
  40. 40. Recap & additional resources<br />You are (probably) already a content strategist.<br />Content is expensive.<br />Let go of what no longer serves you.<br />Optimize what does.<br />23 June 2011 @dgcooley #UPA2011<br />40<br />Content Strategy meetups<br />in many cities<br />“Content Strategy “Group<br />http://blog.braintraffic.com<br />Erin Kissane<br />Twitter.com/kissane<br />Kristina Halvorson<br />Twitter.com/halvorson<br />
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