Content strategy
that doesn´t
kill people
Eivind Skogen @eivindskogen
05.08.2014
Apply for
kindergarten
What is a kindergarten?
!
Kindergarten is an educational activity
designed for children under school age.
!
Kindergartens ...
113 - Ambulance
22 93 22 93
ER
... the dark 

side of the 

web
Why do we fail?
Photo:	
  Erik	
  Johansson	
  (erikjohanssonphoto.com)	
  	
  
Forgetting
about our
users
We don´t ask
why we have
a website
Decentralized
publishing
No
control!
The business don´t
see the true benefits
of the web channel
Hey! What´s happening
on Yara.com today?
!
Why?
All this matters because
Good content = Good business
What is good content?
Short sentences and
paragraphs?
!
Clear illustrations and
charts?
Understandable menus
and links?
Logical organization of
content?
Familiar words that match
what people search for?
Grammatically correct
content?
!
!
Yes, but..
Goals?
Target
audience?
User
tasks?
What is important to the
users?
Business
goals
User tasks
If the content doesn't
support a business goal
AND a user task, it is
USELESS!
Well written
Not well written
Irrelevant Relevant
Valuable
UselessVery useless
Useless
Continuously
improve your
content
• Maintain content on a
regular basis
• Delete pages that don’t meet
business goals
• Im...
Designing paths - not
structure
Frontpage
Information
architecture the
old way
Googled «Chocolate cake»
Clicked a link on Facebook
Think different!
Start with the core.
Forsiden
Start with user
needs and
business goals to
design the paths
Forsiden
Tailor the
navigation and
content to the
context of the user
Photo:	
  Erik	
  Johansson	
  (erikjohanssonphoto.com)	
  	
  
✓Redesigned the frontpage for the most important
user tasks
✓Deleted almost every piece of content that wasn’t
relevant pr...
The city of Oslo
Population: 634 000
!
Established: 1048
!
Area: 175 sq mi
- 70.000+ pages
!
- 1050 web editors
!
- 25.000 daily visitors
!
!
40%
!
!
@!
$19
!
!
!
!
!
!
!
!
!
$7
!
$40.820
!
$1.224.600
!
$14.695.200
How do we fix
this?
We ask the users!
1. Apply for a job
2. When does my child have school vacation.
3. Apply for kindergarten
4. When is the svømmehall åpen
5....
So we
brought them
together!
1 on 1 time
with the users
Mobile first!
Photo:	
  Erik	
  Johansson	
  (erikjohanssonphoto.com)	
  	
  
Thank you!
!
eivinds@netliferesearch.com
@eivindskogen
Content strategy that doesn’t kill people By Eivind Skogen
Content strategy that doesn’t kill people By Eivind Skogen
Content strategy that doesn’t kill people By Eivind Skogen
Content strategy that doesn’t kill people By Eivind Skogen
Content strategy that doesn’t kill people By Eivind Skogen
Content strategy that doesn’t kill people By Eivind Skogen
Content strategy that doesn’t kill people By Eivind Skogen
Content strategy that doesn’t kill people By Eivind Skogen
Content strategy that doesn’t kill people By Eivind Skogen
Content strategy that doesn’t kill people By Eivind Skogen
Content strategy that doesn’t kill people By Eivind Skogen
Content strategy that doesn’t kill people By Eivind Skogen
Content strategy that doesn’t kill people By Eivind Skogen
Content strategy that doesn’t kill people By Eivind Skogen
Content strategy that doesn’t kill people By Eivind Skogen
Content strategy that doesn’t kill people By Eivind Skogen
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Content strategy that doesn’t kill people By Eivind Skogen

  1. 1. Content strategy that doesn´t kill people Eivind Skogen @eivindskogen 05.08.2014
  2. 2. Apply for kindergarten
  3. 3. What is a kindergarten? ! Kindergarten is an educational activity designed for children under school age. ! Kindergartens are approved according to guidelines in the law relating to kindergartens, Act of 1 January 2006
  4. 4. 113 - Ambulance 22 93 22 93 ER
  5. 5. ... the dark 
 side of the 
 web
  6. 6. Why do we fail?
  7. 7. Photo:  Erik  Johansson  (erikjohanssonphoto.com)     Forgetting about our users
  8. 8. We don´t ask why we have a website
  9. 9. Decentralized publishing
  10. 10. No control!
  11. 11. The business don´t see the true benefits of the web channel Hey! What´s happening on Yara.com today?
  12. 12. ! Why?
  13. 13. All this matters because Good content = Good business
  14. 14. What is good content?
  15. 15. Short sentences and paragraphs? !
  16. 16. Clear illustrations and charts?
  17. 17. Understandable menus and links?
  18. 18. Logical organization of content?
  19. 19. Familiar words that match what people search for?
  20. 20. Grammatically correct content?
  21. 21. ! ! Yes, but..
  22. 22. Goals? Target audience? User tasks?
  23. 23. What is important to the users?
  24. 24. Business goals User tasks
  25. 25. If the content doesn't support a business goal AND a user task, it is USELESS!
  26. 26. Well written Not well written Irrelevant Relevant Valuable UselessVery useless Useless
  27. 27. Continuously improve your content • Maintain content on a regular basis • Delete pages that don’t meet business goals • Improve content that is important but with low quality • Test and get feedback continuously • Use statistics and employee feedback to improve
  28. 28. Designing paths - not structure
  29. 29. Frontpage Information architecture the old way
  30. 30. Googled «Chocolate cake» Clicked a link on Facebook Think different! Start with the core.
  31. 31. Forsiden Start with user needs and business goals to design the paths
  32. 32. Forsiden Tailor the navigation and content to the context of the user
  33. 33. Photo:  Erik  Johansson  (erikjohanssonphoto.com)    
  34. 34. ✓Redesigned the frontpage for the most important user tasks ✓Deleted almost every piece of content that wasn’t relevant product information ✓Loan applications online increased by 236 % ✓The traffic to important product and service information increased by 520 %
  35. 35. The city of Oslo
  36. 36. Population: 634 000 ! Established: 1048 ! Area: 175 sq mi
  37. 37. - 70.000+ pages ! - 1050 web editors ! - 25.000 daily visitors ! !
  38. 38. 40%
  39. 39. ! ! @! $19 ! ! ! ! ! ! ! ! ! $7
  40. 40. ! $40.820
  41. 41. ! $1.224.600
  42. 42. ! $14.695.200
  43. 43. How do we fix this?
  44. 44. We ask the users!
  45. 45. 1. Apply for a job 2. When does my child have school vacation. 3. Apply for kindergarten 4. When is the svømmehall åpen 5. Maps of public ski slopes 6. When is my local library open 7. Apply to build something 8. Where can i recycle 9. Contact someone in the city offices 10. Maps over regulated areas ! !
  46. 46. So we brought them together!
  47. 47. 1 on 1 time with the users
  48. 48. Mobile first!
  49. 49. Photo:  Erik  Johansson  (erikjohanssonphoto.com)    
  50. 50. Thank you! ! eivinds@netliferesearch.com @eivindskogen
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