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Content Designed for Your Audience - Big Design 2013

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This presentation shares ideas about how to know your audience, create appropriate content for them, and analyze the content to make sure it's doing what you wanted. In all these activities, we focus …

This presentation shares ideas about how to know your audience, create appropriate content for them, and analyze the content to make sure it's doing what you wanted. In all these activities, we focus on knowing our customers as real people.

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  • 1. Content Designed for Your Audience Laura Creekmore @lauracreekmore http://slideshare.net/lauracreekmore Thursday, October 17, 13
  • 2. NO MORE JUST KNOWING Thursday, October 17, 13
  • 3. http://www.flickr.com/photos/ell-r-brown/ Thursday, October 17, 13
  • 4. http://www.flickr.com/photos/sa_steve/ Thursday, October 17, 13
  • 5. http://www.flickr.com/photos/markgregory/ Thursday, October 17, 13
  • 6. http://www.flickr.com/photos/toolstop/ Thursday, October 17, 13
  • 7. http://www.flickr.com/photos/dougtone/ Thursday, October 17, 13
  • 8. Thursday, October 17, 13
  • 9. http://www.flickr.com/photos/dougtone/ Thursday, October 17, 13
  • 10. Cheap Quick Good Thursday, October 17, 13
  • 11. Cheap Quick Good Thursday, October 17, 13 NOT REAL
  • 12. 0 Thursday, October 17, 13
  • 13. http://www.flickr.com/photos/scottfeldstein/ Thursday, October 17, 13
  • 14. http://www.flickr.com/photos/pamelav/ Thursday, October 17, 13
  • 15. Photo by http://www.flickr.com/photos/aussiegall/ Thursday, October 17, 13
  • 16. Photo by http://www.flickr.com/photos/epsos/ Thursday, October 17, 13
  • 17. Photo by http://www.flickr.com/photos/mdpettitt/ Thursday, October 17, 13
  • 18. Thursday, October 17, 13
  • 19. I need directions to the restaurant. Thursday, October 17, 13
  • 20. I want to know if people like me liked this product. Thursday, October 17, 13 I need directions to the restaurant.
  • 21. I want to know if people like me liked this product. I want to find out what my shipping options are. Thursday, October 17, 13 I need directions to the restaurant.
  • 22. With thanks to Daniel Eizans Thursday, October 17, 13 http://www.flickr.com/photos/deizan
  • 23. Thursday, October 17, 13
  • 24. Thursday, October 17, 13
  • 25. http://www.flickr.com/photos/rosenfeldmedia/ Thursday, October 17, 13
  • 26. Thursday, October 17, 13
  • 27. http://www.flickr.com/photos/crystiancruz/ Thursday, October 17, 13
  • 28. Thursday, October 17, 13
  • 29. http://www.flickr.com/photos/krcla/ Thursday, October 17, 13
  • 30. http://www.flickr.com/photos/shine3/ Thursday, October 17, 13
  • 31. Thursday, October 17, 13
  • 32. Thursday, October 17, 13
  • 33. Usability Testing Surveys Thursday, October 17, 13 Web Analytics
  • 34. http://www.flickr.com/photos/bayasaa/ Thursday, October 17, 13
  • 35. With thanks to Daniel Eizans Thursday, October 17, 13
  • 36. Audience Needs + Business Goals CONTENT Thursday, October 17, 13
  • 37. Channels Messages Edit Calendar Content Templates CMS Decisions Thursday, October 17, 13
  • 38. SEO Accessibility Readability Suitability Thursday, October 17, 13
  • 39. How Will I Know? http://www.flickr.com/photos/tm_10001/ Thursday, October 17, 13
  • 40. Reading Level Tests http://www.readability-score.com/ Thursday, October 17, 13
  • 41. I am going to the store today. Thursday, October 17, 13
  • 42. I am going to the store today. Store the going today I am to. Thursday, October 17, 13
  • 43. When you feel chest pains, you need urgent medical attention. Please don't wait to see if you feel better, or postpone going to the physician because you don't want to be a bother. Your physician would much rather check you out and send you home with a diagnosis of heartburn than have you sit at home and die of a heart attack. Thursday, October 17, 13
  • 44. What to do if you feel chest pains: Get urgent medical attention. Don't wait to see if you feel better, or put off going to the doctor. Your health is important to your doctor. Your doctor is the best person to see what is wrong. Your life could be at stake! Thursday, October 17, 13
  • 45. What to do if you feel chest pains: Get urgent medical attention. Don't wait to see if you feel better, or put off going to the hospital. Your health is important to your physician. Your physician is the best person to see what is wrong. Your life could be at stake! Thursday, October 17, 13
  • 46. http://contentsmagazine.com/articles/ the-audience-you-didn%E2%80%99t-know-you-had/ Thursday, October 17, 13
  • 47. http://plainlanguage.gov http://centerforplainlanguage.org Thursday, October 17, 13
  • 48. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. Thursday, October 17, 13
  • 49. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen canyon Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. Thursday, October 17, 13
  • 50. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen canyon Enclosed by bright red __________ walls and situated amidst the __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. Thursday, October 17, 13
  • 51. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen canyon Enclosed by bright red __________ walls and situated amidst the National __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. Thursday, October 17, 13
  • 52. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen canyon Enclosed by bright red __________ walls and situated amidst the National __________ rolling hills of Ashley __________ Forest lies Flaming Lake Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. Thursday, October 17, 13
  • 53. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen canyon Enclosed by bright red __________ walls and situated amidst the National __________ rolling hills of Ashley __________ Forest lies Flaming Lake trout Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. Thursday, October 17, 13
  • 54. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen canyon Enclosed by bright red __________ walls and situated amidst the National __________ rolling hills of Ashley __________ Forest lies Flaming Lake trout Gorge __________ —one of the best __________ fishing destinations country in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. Thursday, October 17, 13
  • 55. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen canyon Enclosed by bright red __________ walls and situated amidst the National __________ rolling hills of Ashley __________ Forest lies Flaming Lake trout Gorge __________ —one of the best __________ fishing destinations country is in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. Thursday, October 17, 13
  • 56. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen canyon Enclosed by bright red __________ walls and situated amidst the National __________ rolling hills of Ashley __________ Forest lies Flaming Lake trout Gorge __________ —one of the best __________ fishing destinations country is in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in Flaming vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. Thursday, October 17, 13
  • 57. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen canyon Enclosed by bright red __________ walls and situated amidst the National __________ rolling hills of Ashley __________ Forest lies Flaming Lake trout Gorge __________ —one of the best __________ fishing destinations country is in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in Flaming which vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. Thursday, October 17, 13
  • 58. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen canyon Enclosed by bright red __________ walls and situated amidst the National __________ rolling hills of Ashley __________ Forest lies Flaming Lake trout Gorge __________ —one of the best __________ fishing destinations country is in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in Flaming which take vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. Thursday, October 17, 13
  • 59. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen canyon Enclosed by bright red __________ walls and situated amidst the National __________ rolling hills of Ashley __________ Forest lies Flaming Lake trout Gorge __________ —one of the best __________ fishing destinations country is in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in Flaming which take trophy vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. Thursday, October 17, 13
  • 60. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen canyon Enclosed by bright red __________ walls and situated amidst the National __________ rolling hills of Ashley __________ Forest lies Flaming Lake trout Gorge __________ —one of the best __________ fishing destinations country is in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in Flaming which take trophy vacationers who __________ advantage of the lake’s __________ -sized space trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. Thursday, October 17, 13
  • 61. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen canyon Enclosed by bright red __________ walls and situated amidst the National __________ rolling hills of Ashley __________ Forest lies Flaming Lake trout Gorge __________ —one of the best __________ fishing destinations country is in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in Flaming which take trophy vacationers who __________ advantage of the lake’s __________ -sized space skiing trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. Thursday, October 17, 13
  • 62. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen canyon Enclosed by bright red __________ walls and situated amidst the National __________ rolling hills of Ashley __________ Forest lies Flaming Lake trout Gorge __________ —one of the best __________ fishing destinations country is in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in Flaming which take trophy vacationers who __________ advantage of the lake’s __________ -sized space skiing trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to water get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. Thursday, October 17, 13
  • 63. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen canyon Enclosed by bright red __________ walls and situated amidst the National __________ rolling hills of Ashley __________ Forest lies Flaming Lake trout Gorge __________ —one of the best __________ fishing destinations country is in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in Flaming which take trophy vacationers who __________ advantage of the lake’s __________ -sized space skiing trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to water want get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. Thursday, October 17, 13
  • 64. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen canyon Enclosed by bright red __________ walls and situated amidst the National __________ rolling hills of Ashley __________ Forest lies Flaming Lake trout Gorge __________ —one of the best __________ fishing destinations country is in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in Flaming which take trophy vacationers who __________ advantage of the lake’s __________ -sized space skiing trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to water want grid get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. Thursday, October 17, 13
  • 65. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen canyon Enclosed by bright red __________ walls and situated amidst the National __________ rolling hills of Ashley __________ Forest lies Flaming Lake trout Gorge __________ —one of the best __________ fishing destinations country is in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in Flaming which take trophy vacationers who __________ advantage of the lake’s __________ -sized space skiing trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to water want grid Flaming get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. Thursday, October 17, 13
  • 66. A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen canyon Enclosed by bright red __________ walls and situated amidst the National __________ rolling hills of Ashley __________ Forest lies Flaming Lake trout Gorge __________ —one of the best __________ fishing destinations country is in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in Flaming which take trophy vacationers who __________ advantage of the lake’s __________ -sized space skiing trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to water want grid Flaming get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. the Thursday, October 17, 13
  • 67. USABILITY AND A/B TESTING Thursday, October 17, 13
  • 68. http://alistapart.com/ article/testing-content Thursday, October 17, 13
  • 69. http://www.flickr.com/photos/ben_grey/ Thursday, October 17, 13
  • 70. Everyone talks to customers Thursday, October 17, 13
  • 71. Personas are part of the team Thursday, October 17, 13
  • 72. Thursday, October 17, 13
  • 73. Selling it Thursday, October 17, 13
  • 74. http://www.flickr.com/photos/8906966@N02/ Thursday, October 17, 13
  • 75. http://www.flickr.com/photos/ell-r-brown/ Thursday, October 17, 13
  • 76. @lauracreekmore http://slideshare.net/lauracreekmore Thursday, October 17, 13

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