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Content ist kein Feature
 

Content ist kein Feature

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    Content ist kein Feature Content ist kein Feature Presentation Transcript

    • Content ist kein Feature Jennifer Timrott Online-Konzeption · Text · Content-Strategie
    • Foto: Daniela Hartmann http://www.flickr.com/photos/29487767@N02/4255026872/in/photostream/
    • Content ist politisch... Foto: Kathleen Conklin http://www.flickr.com/photos/ktylerconk/3045268759/
    • "It's the wild west of content development, the place where all the bad content is born, the place we all want to run screaming from, except launch is in two weeks and we just need to get the damn thing live, no matter what." Kristina Halvorson (2010): Content Stategy for the Web Foto: http://www.flickr.com/photos/canolais/3328563217/in/photostream/
    • http://www.flickr.com/photos/openpad/3718789722/in/photostream/
    • Content wird unterschätzt Foto: Sharyn Morrow http://www.flickr.com/photos/sharynmorrow/510411669
    • Content Strategy
    • Text Audio Grafik Video ... ...
    • Strategy: „A holistic, well-considered plan for obtaining a specific goal or result“ Kristina Halvorson
    • "Content Strategy ist the practice of planning for the creation, delivery and governance of useful, usable Content" Kristina Halvorson http://www.flickr.com/photos/myblackrainbow/58038866
    • Wer ist mein Nutzer und was braucht er? Foto: Stathis Stavrianos http://www.flickr.com/photos/stathis1980/4770663547/in/photostream/
    • "To organization man, the customer is an outsider, a stranger" Gerry McGovern (2006): Killer Web Content Foto: Teymur Madjderey http://www.flickr.com/photos/icedsoul/2349959115
    • Web content is useless unless it does one or both of the following: • Supports a key business objective • Supports a user (or customer) in completing a task Kristina Halvorson
    • http://thenextweb.com/shareables/2010/08/30/the-music-album-template/
    • Gerry McGovern (2006): Killer Web Content
    • Warum... … brauchen wir … muss das einen auf die YouTube- Startseite Channel ? ? … soll die Firmen- … sollten wir Philosophie auf Facebook auf die sein Website ? ?
    • Content-Erstellung
    • Web-User sind aufgaben-fokussiert und ungeduldig Foto: Leo Reynolds http://www.flickr.com/photos/lwr/360366766/
    • Was ist die Für wen Aufgabe ist der Text? dieses Textes? Welches ist Was bringt die beste Art, der Text darüber dem Nutzer? zu schreiben?
    • CARE WORDS http://www.flickr.com/photos/freeloosedirt/4344700163 http://www.flickr.com/photos/dyanna/3193815814
    • Personas Ginny Redish (2007): Letting Go of the Words
    • Ginny Redish (2007): Letting Go of the Words
    • Ein Name Ein Gesicht Eine kleine State- Ein Ort ments Geschichte Werte Emotionen Haupt- motivation
    • Danke schön. Zum Weiterlesen: http://blog.braintraffic.com Kristina Halvorson: Gerry McGovern: Ginny Redish: Joe Pulizzi/Newt Barrett: Content Strategy Killer Web Content Letting Go of the Get Content, for the Web Words Get Customers