Content Strategy               You’re Soaking in ItTim Frick | @timfrick          Russ Unger | @russu    Mightybytes      ...
Tim                     RussMarketing vs. User Experience
Content Strategy & UX    Where do we begin?
Content Strategy & UX    Where do we begin?
Content Strategy & UX    Where do we begin?
“Don’t I already do Content Strategy?             - UX Professionals, Everywhere“I do Content Strategy every day.         ...
UX   What isUser Experience?
UXImage Source: adaptivepath.com                              What is                         User Experience?            ...
M
?
Lorem ipsum dolor sit amet, consecteturadipiscing elit. Aliquam nulla lectus, posuerein tempor sed, venenatis ut libero. I...
?                              “                              Content strategy guides your                              pl...
Content Strategy is:• Creation - Creating, identify the content• Delivery - Making the contents live• Governance - Ma...
?   WTF    isGovernance
Governance is:• Defining style, tone, voice, clarity• Creating the content• Managing the workflow• Planning when the content...
Content Strategy is not:      • Copywriting      • Information Architecture...but Content Strategists may do those
?      Do    We NeedContent Strategy
We NeedContent Strategy
cha                                                             hood  ie srira vetica                                     ...
cha                                                             hood  ie srira vetica                                     ...
cha                                                             hood  ie srira vetica                                     ...
UXKeywords        Analytics
A Typical Content Strategy ScenarioMarketing                    Marketing            UX & Web Teams
Who?
When?
What?(Mostly Rhymes with “ShmeadSheets”)
Message Architecture         Sort & Filter!                          Image Source: Content Strategy at Work by Margot Bloo...
Quantitative Audit
Qualitative Audit           Image Source: Laura Creekmore / A Project Guide to UX Design 2nd Ed.
Content Matrix
Content Templates      Image Source: http://www.contentmarketinginstitute.com/2011/07/template-for-killer-website-content/
Content Templates      Image Source: http://www.contentmarketinginstitute.com/2011/07/template-for-killer-website-content/
Editorial Calendar
Site Maps & WireframesWTF?
“     Site Maps & Wireframes          While today content is often                    conveyed in multiple channels,WTF?  ...
“Don’t I already do Content Strategy?             - UX Professionals, Everywhere“I do Content Strategy every day.         ...
The Sad TruthMarketing                   Marketing            UX / Web Team
Content Marketing Lifecycle
Content Strategy in Process
Content Strategy in Process
Wouldn’t It Be Nice...  UX & Content Strategy
Defining CS Success
Climate Ride Strategy       Maintain content       quality and accuracy        Keep target users engaged        where they...
Extreme Content Strategy
User Research
Keyword Research
User Personas        Mightyby                 tes        ClimateRid                   e | Person                          ...
Wireframes
Content Management Tools
Social Content Strategy
#climateride
#
• Lists for each day.• Custom locations.• 84 tips (find bathrooms,  water stops, etc.)• Lost riders can search  to get dire...
ACH        REPORT                                           /OUTRE                                 DC 2012                ...
CH   REPORT                                                     2/OUTREA                                ID   E   N YC-DC 2...
R-E-S-U-L-T-S
Content Strategy Results• Over $1M raised to date for beneficiaries• 70+% conversion rate on donations• Increased sign-up f...
Content Strategy Results• Significant expansion of online reach• 50% increase in amount raised per ride over the last year•...
Content Strategy Results• Riders reach almost 2000 more donors per ride (up 43% from last year)• Ridership up 46% from las...
When You Apply Content Strategy Throughout aProject, You Get Results.And Yes, You’ve Probably Been Doing It.            Or...
When You Apply Content Strategy Throughout aProject, You Get Results.And Yes, You’ve Probably Been Doing It.            Or...
Additional Resources• Content Strategy for the Web by Kristina Halvorson & Melissa Rach• The Elements of Content Strategy ...
Thank You!Tim Frick | @timfrick   Russ Unger | @russu    Mightybytes              GE Capitaltim@mightybytes.com      russ@...
Content Strategy: You're Soaking in it
Content Strategy: You're Soaking in it
Content Strategy: You're Soaking in it
Content Strategy: You're Soaking in it
Content Strategy: You're Soaking in it
Content Strategy: You're Soaking in it
Content Strategy: You're Soaking in it
Content Strategy: You're Soaking in it
Content Strategy: You're Soaking in it
Content Strategy: You're Soaking in it
Content Strategy: You're Soaking in it
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Content Strategy: You're Soaking in it

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Presentation by Russ Unger & Tim Frick at WebVisions Chicago - September 27, 2012.

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Content Strategy: You're Soaking in it

  1. 1. Content Strategy You’re Soaking in ItTim Frick | @timfrick Russ Unger | @russu Mightybytes GE Capital
  2. 2. Tim RussMarketing vs. User Experience
  3. 3. Content Strategy & UX Where do we begin?
  4. 4. Content Strategy & UX Where do we begin?
  5. 5. Content Strategy & UX Where do we begin?
  6. 6. “Don’t I already do Content Strategy? - UX Professionals, Everywhere“I do Content Strategy every day. - Content Marketers, Everywhere
  7. 7. UX What isUser Experience?
  8. 8. UXImage Source: adaptivepath.com What is User Experience? Image Source: zeldman.com Image Source: Flickr.com ¦ LocalCelebrity Image Source: .net Magazine
  9. 9. M
  10. 10. ?
  11. 11. Lorem ipsum dolor sit amet, consecteturadipiscing elit. Aliquam nulla lectus, posuerein tempor sed, venenatis ut libero. Integer Whatamet sagittis quis,neque mi, gravida sit isconsectetur et ligula. Strategy? dolor sit Content Lorem ipsumamet, consectetur adipiscing elit. Morbiscelerisque dolor vel odio lacinia accumsan.Morbi lacinia aliquam dolor, quis tempor estsollicitudin vel. Morbi pharetra risus nec dolorporttitor placerat. Donec sodales vestibulumarcu, sed porttitor tortor consequat id. Nullaultrices viverra augue at gravida.Ut neque erat,condimentum eget accumsan non, rutrum etsapien. Pellentesque sed leo ut mauris
  12. 12. ? “ Content strategy guides your plans for the creation, delivery, and governance of content.”Image Sourc e: .net Magaz ine - Kristina Halvorson useful, usable
  13. 13. Content Strategy is:• Creation - Creating, identify the content• Delivery - Making the contents live• Governance - Ma...
  14. 14. ? WTF isGovernance
  15. 15. Governance is:• Defining style, tone, voice, clarity• Creating the content• Managing the workflow• Planning when the content types happen Say It With Me: Spreadsheets!
  16. 16. Content Strategy is not: • Copywriting • Information Architecture...but Content Strategists may do those
  17. 17. ? Do We NeedContent Strategy
  18. 18. We NeedContent Strategy
  19. 19. cha hood ie srira vetica anksy hel rook lyn, b hey s old out ger bag e chill wave b land before t ssen nim me ack. offe port de origin c er wayfarers che raw DIY fanny pSingle- r butch usta torial m rson salvia itantypew rite boa rd sar nde tatto oed, se ter neste r. Skate forage wes a Fixie hoodie Mas t level. msburg sce ub bit. nex gastrop l PBR lo-fi 8- eard of them illia a rtisan, appare nt h stainable w itch post- Amer ican bab ly have nch, squid su eys shored kale rk you pro t ethnic bru mcs ween p yr mlkshk nt pitchfo egan 8-bi f them r pop-u obably have v ard o bee cl eanse hav ent he r lomo. Craft klyn you pr you p robably rts sceneste t PBR broo sho uffau iron ic jean post-ironic tr rfa ch ips. Ma m. f the heard o
  20. 20. cha hood ie srira vetica anksy hel rook lyn, b hey s old out ger bag e chill wave b land before t ssen nim me ack. offe port de origin c er wayfarers che raw DIY fanny pSingle- r butch usta torial m rson salvia itantypew rite boa rd sar nde tatto oed, se ter neste r. Skate forage wes a Fixie hoodie Mas t level. msburg sce ub bit. nex gastrop l PBR lo-fi 8- eard of them illia a rtisan, appare nt h stainable w itch post- Amer ican bab ly have nch, squid su eys shored kale rk you pro t ethnic bru mcs ween p yr mlkshk nt pitchfo egan 8-bi f them r pop-u obably have v ard o bee cl eanse hav ent he r lomo. Craft klyn you pr you p robably rts sceneste t PBR broo sho uffau iron ic jean post-ironic tr rfa ch ips. Ma m. f the heard o
  21. 21. cha hood ie srira vetica anksy hel rook lyn, b hey s old out ger bag e chill wave b land before t ssen nim me ack. offe port de origin c er wayfarers che raw DIY fanny pSingle- r butch usta torial m rson salvia itantypew rite boa rd sar nde tatto oed, se ter neste r. Skate forage wes a Fixie hoodie Mas t level. msburg sce ub bit. nex gastrop l PBR lo-fi 8- eard of them illia a rtisan, appare nt h stainable w itch post- Amer ican bab ly have nch, squid su eys shored kale rk you pro t ethnic bru mcs ween p yr mlkshk nt pitchfo egan 8-bi f them r pop-u obably have v ard o bee cl eanse hav ent he r lomo. Craft klyn you pr you p robably rts sceneste t PBR broo sho uffau iron ic jean post-ironic tr rfa ch ips. Ma m. f the heard o
  22. 22. UXKeywords Analytics
  23. 23. A Typical Content Strategy ScenarioMarketing Marketing UX & Web Teams
  24. 24. Who?
  25. 25. When?
  26. 26. What?(Mostly Rhymes with “ShmeadSheets”)
  27. 27. Message Architecture Sort & Filter! Image Source: Content Strategy at Work by Margot Bloomstein
  28. 28. Quantitative Audit
  29. 29. Qualitative Audit Image Source: Laura Creekmore / A Project Guide to UX Design 2nd Ed.
  30. 30. Content Matrix
  31. 31. Content Templates Image Source: http://www.contentmarketinginstitute.com/2011/07/template-for-killer-website-content/
  32. 32. Content Templates Image Source: http://www.contentmarketinginstitute.com/2011/07/template-for-killer-website-content/
  33. 33. Editorial Calendar
  34. 34. Site Maps & WireframesWTF?
  35. 35. “ Site Maps & Wireframes While today content is often conveyed in multiple channels,WTF? seeing the framework concretely through a wireframe or sitemapLaura CreekmCreek Conten t ore enhances the clarity of the communication while you still have time to fix the problems you see in the design.
  36. 36. “Don’t I already do Content Strategy? - UX Professionals, Everywhere“I do Content Strategy every day. - Content Marketers, Everywhere
  37. 37. The Sad TruthMarketing Marketing UX / Web Team
  38. 38. Content Marketing Lifecycle
  39. 39. Content Strategy in Process
  40. 40. Content Strategy in Process
  41. 41. Wouldn’t It Be Nice... UX & Content Strategy
  42. 42. Defining CS Success
  43. 43. Climate Ride Strategy Maintain content quality and accuracy Keep target users engaged where they are $ Increase donations
  44. 44. Extreme Content Strategy
  45. 45. User Research
  46. 46. Keyword Research
  47. 47. User Personas Mightyby tes ClimateRid e | Person as USER TYP E USER Prospectiv e Rider QUOTE DESCRIP TION “I ride my bike to wor MOTIVAT want to rid k and PR is a 32 ION e it for a ca year old w KEY ATTR care abou use I educated ell IBUTES t. Finally, , sharp an Looking to a charity ev I can do d savvy give back ent for an profession way and m in big organizatio al male w eet like m Wants to n I am trul loves trav ho inded participat y el and seek individual something e in passionate adventure. s s and bene that has a about.” He is intere good caus fit a hip Returning sted e. young vibe Rider in the envi but also ronment an benefits a very activ d good caus e. Wants to e. “I particip do somet ated in th has impact hing that Climate R e . ide and it Business amazing ad was an owner who venture fil the great loves N with inspira led outdoors. urturing pa tion and st relations made in la hips Rel connectio st year’s C iving the em n.” Ride; dedi limate otional anDonor cation to inspirationa d the enviro helping l moments nment. past years of and helpin motivate ne g to “My co-w w particip orkers are ants. riding in 20 all 10 and I’d Married w show my like to a ith kids bu support.” responsibi t feels To lity to give support th back. e cause an riders’ jour d Give first neys. time users and easy a fast way to do while crea nate ting a bran awarenes d s and mot to return. ivation
  48. 48. Wireframes
  49. 49. Content Management Tools
  50. 50. Social Content Strategy
  51. 51. #climateride
  52. 52. #
  53. 53. • Lists for each day.• Custom locations.• 84 tips (find bathrooms, water stops, etc.)• Lost riders can search to get directions.
  54. 54. ACH REPORT /OUTRE DC 2012 al RIDE NY C- e other soci CLIMATE than all th Climate Ride site fic to the more traf ok sends• Facebo combined. networks nt. rs are a bit differe so numbe ts above, r than the bulle rated late e was gene This imag NOTE: 10
  55. 55. CH REPORT 2/OUTREA ID E N YC-DC 201 CLIMATE R : past month s from the some site metricHere are hould be e . Our goal s uring the rid e as well. cre ase sig nificantly d nd after the rid ee, visits in ns before a NOTE: A s you can s sit e interactio ement and user engag to increase e, Sprout ch as Hootsuit via tools su SOCIAL METRICS and mentions ed metrics h, and so o n. possib le, we track t s, TweetReac Where TweetChar al, Go ogle Alerts,
  56. 56. R-E-S-U-L-T-S
  57. 57. Content Strategy Results• Over $1M raised to date for beneficiaries• 70+% conversion rate on donations• Increased sign-up for upcoming rides• Rider numbers have doubled in past year
  58. 58. Content Strategy Results• Significant expansion of online reach• 50% increase in amount raised per ride over the last year• Riders raise average of $85 more than last year
  59. 59. Content Strategy Results• Riders reach almost 2000 more donors per ride (up 43% from last year)• Ridership up 46% from last year• 18 riders already registered for 2013!• Earliest ride registration on record
  60. 60. When You Apply Content Strategy Throughout aProject, You Get Results.And Yes, You’ve Probably Been Doing It. Or Avoiding It. So, Soak In It.
  61. 61. When You Apply Content Strategy Throughout aProject, You Get Results.And Yes, You’ve Probably Been Doing It. Or Avoiding It. Nishan t’s Dog TSo, is his Soak In It.
  62. 62. Additional Resources• Content Strategy for the Web by Kristina Halvorson & Melissa Rach• The Elements of Content Strategy by Erin Kissane (A Book Apart, 2011)• Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project by Margot Bloomstein (Morgan Kaufmann, 2012)• Return on Engagement: Content, Strategy and Design Techniques for Digital Marketing by Tim Frick (Focal Press, 2010)• Clout: The Art and Science of Influential Web Content by Colleen Jones (New Riders, 2010)• Letting Go of the Words by Janice (Ginny) Redish (Morgan Kaufmann, 2012)
  63. 63. Thank You!Tim Frick | @timfrick Russ Unger | @russu Mightybytes GE Capitaltim@mightybytes.com russ@userglue.com

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