Content Strategy – Integrating Content in User Experience Design by Neha Singh and Arunima Saboo, Yahoo!

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Session conducted on Saturday, October 23, 2010, at Red Chilli Solutions, Bangalore.

Session conducted on Saturday, October 23, 2010, at Red Chilli Solutions, Bangalore.

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  • 1. 






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 Content
Strategy
–
An
integral
part
of
 






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in User
Experience
Design
 
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  • 2. Agenda What is What is content content Why it is tough Examples of good content What is content strategy User Experience + Content Strategy Want to be a Content Strategist
  • 3. What is content Text Data Error Messages MetadataContent Images Videos Audios Forms
  • 4. “Technically,
Web
content
can
be
anything
that
appears
on
a
website,
including
words,
pictures,
 video,
sounds,
downloadable
files
(PDF),
buHons,
icons,
and
logos.”



















—
Richard
Sheffield,
The
Web
Strategist’s
Bible

  • 5. Why it is tough is too vast takes time is considered simple is left to last minuteBecause content needs regular updates needs many collaborations gets immediate feedback requires constant monitoring
  • 6. Why it is tough is too vast takes time is considered simple is left to last minuteBecause content needs regular updates needs many collaborations gets immediate feedback requires constant monitoring is
the
reason
users
visit
websites!

  • 7. Why it is tough User
dislikes
the
tone
 or
type
of
content
 User
enters
website

 User
leaves
the
 website

  • 8. Why it is tough User
enters
website

 User
likes
the
tone
and
 type
of
content
 He
suggests
it
to
 contacts/saves
the
 website
for
repeat
visit
 User
stays
on
the
 website
 He
likes
the
 features

 He
tries
out
new
 features

  • 9. Why it is tough User
enters
website

 User
likes
the
tone
and
 type
of
content
 He
suggests
it
to
 contacts/saves
the
 website
for
repeat
visit
 User
stays
on
the
 website
 He
likes
the
 features

 He
tries
out
new
 features

  • 10. So
Content
is
a
criBcal
business
 asset!

  • 11. Examples of good content Updated
 
Usable

 
User
centric
 Framed


 
Engaging

 
Useful
 
Feel
good
 Findable
 
Enjoyable
 
Persuasive

  • 12. Feel good
  • 13. User centric
  • 14. Persuasive
  • 15. Engaging
  • 16. Framed
  • 17. UsableSorry,
we
could
not
find
any
results
matching
“Dixit”.

  • 18. Updated
  • 19. How to make content work?Develop a content strategy!
  • 20. What is Content Strategy?
“Content
strategy
is
the
prac6ce
of
planning
for
the
crea6on,
delivery,
and
governance
of
useful,
usable
content.”



















‐
Kris6na
Halvorson,
Brain
Traffic

  • 21. What is Content Strategy? Informative! Useful ! Targeted! Content Strategy makes Content !
  • 22. What is Content Strategy? Findable! Accessible! Usable ! Readable! Content Strategy makes Content !
  • 23. What is Content Strategy? In
order
to
facilitate
their
work
content
strategists
ask
ques6ons
like:

 •
Why
‐
Why
is
the
content
required

 •
How
‐
How
is
the
content
to
be
produced

 •
For
whom
‐
Who
is
to
read
the
content

 •
By
whom
‐
Who
is
to
create
the
content

 •
With
what
‐
what
is
the
content
to
be
created
with

 •
When
‐
Timing
of
content
crea6on

 •
Where
‐
Where
is
the
content
to
be
placed

 •
How
o1en
‐
How
oXen
will
the
content
need
to
be
produced

 •
What
next
‐
What
is
to
be
done
once
the
content
is
"out
there”
 
 
 
 
 
 
 
 
 
 
 
 
 
*Kris6na
Halvorson

  • 24. Just a thought“The
single
most
important
thing
most
Web
sites
can
offer
to
 their
users
is
content
that
those
users
will
find
valuable.”

 —The
Elements
of
User
Experience,
Jesse
James
GarreH

  • 25. User Experience Research
 ValidaBon
 Requirements
 User Experience Lifecycle Design
 IdeaBon

  • 26. User Experience - Research Content Strategist Research
 User Researcher Market Researcher Requirements
 ValidaBon
 IdeaBon
 Design
 Content
needs
of
user
|
Content
audit
|
Content
Inventory

  • 27. User Experience - Research Iden6fying
content
preferences
of
the
user

  • 28. User Experience - ResearchSpreadsheet
column
heading
 DescripBon/
Notes
Example
link
URL
 Record
a
page
url
that
serves
as
a
good
 example
of
this
type
of
content
Content
file
type
 This
is
usually
the
file
format‐
HTML,
PDF,
 Flash,
video
(
mp4
),
etc
Content
func6on
 What
kind
of
content
is
it
?
Product
 descrip6on
/
index
page/
press
release
/
 applica6on
help/
etc
Content
volume
 
Approximately
how
many
pages
of
this
 content
type
are
on
the
site
Keywords
 It’s
a
good
idea
to
start
a
list
of
keywords
or
 topics
associated
with
each
piece
of
content
 found.
This
helps
in
defining
official
list
of
 keywords
and
taxonomy
in
future.

 Content
audit
of
exis6ng
content

* The web content strategist’s bible- Richard Sheffield
  • 29. User Experience - Requirements Research
 Content Strategist Requirements
 Product manager ValidaBon
 Marketing manager Designers IdeaBon
 Editorial Design
Content
effort
size
and
scope
|
Editorial
Process
analysis



 Compe66ve
content
analysis
|
Content
gap
analysis


  • 30. User Experience - Ideation Research
 Requirements
 ValidaBon
 Content Strategist IdeaBon
 Information Architect Designers ( IxD/ VisD ) Design
 Product ManagerPersonas
|
Taxonomy
and
content
groups
|

Voice
and
tone
of
content
 Content
flows
|
Content
template



  • 31. User Experience - Design Research
 Requirements
 ValidaBon
 Idea6on
 Content Strategist Design
 Interaction Designer Visual Designer SEO Accessibility SpecialistContent
scenarios
|
Editorial
guidelines
|
Editorial
Calendar


 Website
messaging
|
Metada
defini6on
|
Search
keywords

  • 32. User Experience - Design Messaging – value adding content.!* http://www.artinstitutes.edu/
  • 33. User Experience - Design “
Using
dummy
content
or
fake
informa0on
in
 the
Web
design
process
can
result
in
products
 with
unrealis0c
assump0ons
and
poten0ally
 serious
design
flaws.
Fake
data
can
ensure
a
 nice
looking
layout
but
it
doesn’t
reflect
what
a
 living,
breathing
applica6on
must
endure.
Real
 data
does.
”




 —Luke
Wroblewski

  • 34. User Experience - Validation Research
 Requirements
 Content Strategist ValidaBon
 Designers IdeaBon
 Prototyper/Engineer Usability specialist Design
 Product manager Marketing managerOverall
content
review


  • 35. What Content Strategist does – in short • 
Ensures
content
accountability
–
Engage
all
stakeholders
 • 
Assesses
user
goals
–
Determine
what
is
to
be
accomplished
with
content.
 • 
Aligns
with
business
goals

 • 
Collaborates
with
design
–
To
derive
the
language
for
new
features
 • 
Sets
standards
–
Create
themes,
tone
and
voice
guidelines
 • 
Ensures
content
usability
–
Create
guidelines
for
readable
content

 • 
Analyzes
content
–
Review
content
and
submit
recommenda6ons
for
 improvement


  • 36. Want to be a Content Strategist? EducaBon
and
Professional
Background
 



*
Library
and
informaBon
sciences
 



*
Computer
sciences
 



*
CreaBve
and
performing
arts
 



*
AdverBsing
and
markeBng
 



*
Rhetoric
and
composiBon
 



*
Technical
wriBng
and
communicaBon
 



*
Journalism
 



*
Professional
editors
and
writers
 



*
CommunicaBons
 



*
Liberal
arts
 



*
Management
consulBng
http://knol.google.com/k/content-strategy
  • 37. 
A
few
good
reads:

• 
The
Web
Content
Strategist’s
Bible
–
Richard
Sheffild
• 
Content
Strategy
for
the
Web
–
KrisBna
Halovorson
• 
Leng
Go
of
the
Words
‐
Ginny
Redish

  • 38. Contact
us
 Neha Singh – nehas1@yahoo-inc.com Arunima
Saboo
–
arunimas@yahoo-inc.com