Content First!
Building a great site takes expert design, development, QA, project management and many other skills. But without content, a site has no reason to exist in the first place. So it's surprising that content often takes a backseat to wireframing, design comps, site building, and theming. If you've ever demo'd a site that had your beautiful responsive theme wrapped around dozens of pages of "lorem ipsum" then you've experienced this problem first-hand. Building a site "content first" means investing the effort up front to develop key messaging, positioning, and value propositions ... to craft the story of the brand and use this as the basis for creating your wireframes, information architecture, and designs. It puts the site's "reason for being" at the forefront, ensuring that all the effort from the design and development teams is as effective as possible. Presentation Includes: What is Content First design and how will it benefit your organization or client? What are the key steps to take BEFORE you make the first wireframe or comp? Defining "content" - from messaging to multimedia, it's more than just "words"! How does content drive design and development and make them more effective? How should agencies bill (and clients budget) for these efforts, and why should they?
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Content First!
- 1. L7 CREATIVE content first! *planning your site from the inside out
- 2. what is a content strategy, and why do you need one?
- 3. because you don’t want to launch this site
- 4. let’s grab some sushi
- 5. where would you rather eat: a beautiful restaurant with mediocre food? or... the unknown “hole-in-thewall” spot that serves the best sushi in town?
- 6. in other words: presentation is important, but it means nothing without great content
- 8. what makes up a content strategy?
- 9. strategy execution audience message positioning differentiation gather / audit organize establish IA / hierarchy create
- 10. who do you want to bring to your site? what are they interested in? who else do they follow? what keywords do they search on? the audience
- 11. how does your product/service relate to the marketplace? who do you compete with? what existing products are you like? what existing products are you not like? the positioning
- 12. what is special about you? what is your “style” of communication? formal? informal? hip? conservative? the message
- 13. what is remarkable about you? what do you have to say that is interesting and share-able? differentiation
- 14. steps in creating your content strategy
- 15. example conversion events: a sale a newsletter signup a lead time on site page views start from a goal
- 16. what gets measured, gets managed start from a goal
- 17. what do we have? is it good? does it match the strategy? will people share it? gather / audit
- 18. by content category by content type by user story or audience organize
- 19. site map content types taxonomy context views url paths keywords breadcrumbs establish IA / hierarchy
- 20. industry articles expert content / positioning solve problems for your target audience create
- 21. get out the whiteboard – what will we be sharing on this site? news blogs images video structured content create
- 22. who do you need?
- 23. writers and/or editors seo site builder / administrator social media your content team
- 24. define clear metrics benchmark a/b test content and navigation iterate just as you would with code! metrics for success
- 25. thank you! Harley Orion Exec Producer + Principal L7 Creative www.l7creative.com @l7creative L7 CREATIVE