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UX for Content Marketing

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It’s not just what you say; it’s how you say it ...

It’s not just what you say; it’s how you say it

We hear a lot of talk about user experience and how UX relates to content. But that conversation is typically focused on usability and website architecture. User experience is so much more!

In this session, we reviewed what user experience really is and how to best tailor marketing and other content to your target audiences. Then we looked at real examples of how user experience can be impacted based on how you deliver the message.

Originally presented to the Austin Content Marketing Meetup on September 27, 2013.

Learn more about Return On Now's Internet Marketing Services at http://ReturnOnNow.com.

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UX for Content Marketing UX for Content Marketing Presentation Transcript

  • UX for Content Marketing User Experience Beyond Usability “It’s not just what you say; it’s how you say it.” Tommy Landry, President For Austin Content Marketing Meetup September 27, 2013
  • About Tommy Landry 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 2 President, Return On Now Specialty: Internet Marketing SEO, SEM, Content, Social, Websites, Online Advertising, Web Analytics, Metrics 20+ Years Marketing 13 Years SEO 9 Years SEM Lifetime of Content & Social
  • Where to Find Me Twitter Me: @tommy_landry Business: @ReturnOnNow LinkedIn: www.linkedin.com/in/tommylandry/ Email: tommy@returnonnow.com Website: http://ReturnOnNow.com Facebook: https://www.facebook.com/ReturnOnNow Google+: Follow Our Page 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 3
  • Agenda 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 4 What is User Experience How to Create A User Experience Identifying the User Real Samples and Discussion
  • What is User Experience? 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 5 User Experience is NOT… Source: http://www.flickr.com/photos/goblinbox/ SOURCE: http://www.flickr.com/photos/mojosaurus/ Raw Information Website Design Well Written Code
  • What is User Experience? 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 6 Standard Definition: “A person's perceptions and responses that result from the use or anticipated use of a product, system or service” Source: ISO 9241-210 (About Ergonomics!) What I Think About That: SOURCE: http://www.flickr.com/photos/lorenkerns/
  • What is User Experience, REALLY? 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 7 It’s the Way We Make the User FEEL SOURCE: http://www.flickr.com/photos/ag2r/ SOURCE: http://www.flickr.com/photos/heydanielle/ SOURCE: http://www.flickr.com/photos/bethscupham/
  • Why Do Feelings Matter? 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 8 FEELINGS lead to ACTION SOURCE: http://www.flickr.com/photos/chubbychandru/
  • How Do We Create a User Experience? 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 9 Know Who The User Is Choose Topics & Messages For Them Familiarity Inspiration Overlay Engaging Visuals or Design Time, Place, Medium…Impact!
  • How to Optimize User Experience 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 10 Million Dollar Question: Who is the User?
  • Defining a Target Audience 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 11 Typical Methodologies Demographic Profiling / Segmentation and Targeting Age, Gender, Social Class / Income Ideal Customer / Common Problem Find Someone Most Suited To Your Offering Web Personas Create Personified Versions of Sub-audiences Also Consider Psychological / Psychographic Models See Next Slide
  • Leading Psychological Models 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 12 Myers Briggs DiSC Knower / Thinker / Feeler
  • Leading Psychological Models 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 13 Myers Briggs “The Myers-Briggs Type Indicator (MBTI) assessment is a psychometric questionnaire designed to measure psychological preferences in how people perceive the world and make decisions.” from Wikipedia Measures On Four Dimensions Intraversion / Extraversion Sensing / Intuition Thinking / Feeling Judgment / Perception Self-Assessment = Impractical for Marketing SOURCE: Wikipedia.org
  • Leading Psychological Models 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 14 DiSC DiSC is a personal assessment tool used to improve work productivity, teamwork and communication. DiSC is non- judgmental and helps people discuss their behavioral differences. - DiscProfile.com Better than Myers Briggs Still Focused On Self- Assessment SOURCE: http://www.discprofile.com/whatisdisc.htm
  • Leading Psychological Models 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 15 Best Option: Knower / Thinker / Feeler Easiest to Apply to Content Based on Typical Approach to Decisions Definitions Knower: Trusts Intuition Thinker: Leans Heavily on Analysis and Data Feeler: Needs to Be “Seduced” Which of These Describes YOUR Target Audience? SOURCE: http://www.flickr.com/photos/kengz/ SOURCE: http://www.flickr.com/photos/plugusin/ SOURCE: http://www.flickr.com/photos/26696788@N03/
  • Once you know the user… 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 16 Image Source: http://www.flickr.com/photos/ cambodia4kidsorg/
  • How Do We Create a User Experience? 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 17 Know Who The User Is Choose Topics & Messages For Them Familiarity Inspiration Overlay Engaging Visuals or Design Time, Place, Medium…Impact!
  • For the rest of these slides… 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 18 Describe the Target Audience. Broad Demographics Psychographic: Knower, Thinker, or Feeler? What is the Key Message? How does the Experience Hammer Home the Message for this Audience?
  • User Experience In Your Product 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 19 SOURCE: http://www.flickr.com/photos/krobison/3346410954/
  • User Experience In Brick & Mortar 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 20 SOURCE: http://moz.com/blog/why-local-business-dont- need-big-budgets-for-their-content-marketing
  • Social Media Branding: Virgin America 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 21 SOURCE: http://www.websitemagazine.com/content/blogs/posts/archiv e/2013/09/04/brand-examples-social-profile-designs-on-the- big-3-networks.aspx
  • Social Media Branding: Petco 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 22 SOURCE: http://www.websitemagazine.com/content/blogs/posts/archiv e/2013/09/04/brand-examples-social-profile-designs-on-the- big-3-networks.aspx
  • Even Old School Tactics Impact UX 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 23 SOURCE: http://econsultancy.com/us/blog/62319-six- examples-of-effective-multichannel-marketing-campaigns
  • UX Impacts Online Conversion 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 24 SOURCE: conversionsciences.com
  • Simulating A Catalog UX Online 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 25 SOURCE: http://www.jonathanadler.com/catalog/
  • Immersive Advertising 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 26 SOURCE: https://medium.com/early-stage/96cfa0449d66
  • Snark for a Cause: Anti-Bullying 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 27 SOURCE: http://econsultancy.com/us/blog/62680- content-marketing-best-practice-three-examples SOURCE: http://www.mobilemarketer.com/cms/n ews/advertising/10578.html SOURCE: http://www.sponsorship.com/About- IEG/Sponsorship-Blogs/Lesa-Ukman/October- 2011/Taking-Credit--P-G-Promotes-Cause- with-Social-and.aspx
  • UX: iPad Menu Ordering 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 28 SOURCE: http://www.flickr.com/photos/eyeliam/ SOURCE: http://www.flickr.com/photos/rusty_clark/ SOURCE: http://www.cultofmac.com
  • Easy Pay On The Go: Square 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 29 SOURCE: https://squareup.com/
  • Services to Online Integration 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 30 SOURCE: http://econsultancy.com/us/blog/62319-six- examples-of-effective-multichannel-marketing-campaigns
  • Immersive User Experience 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 31 SOURCE: http://kapsarovb.com/about-point-of-sale-pos- advertising-and-great-design-examples/
  • User Experience: POS & Product 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 32 SOURCE: http://kapsarovb.com/about-point-of-sale-pos- advertising-and-great-design-examples/
  • User Experience Across Touchpoints 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 33 SOURCE: http://kapsarovb.com/about-point-of-sale-pos- advertising-and-great-design-examples/
  • Web / Store Alignment 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 34 SOURCE: http://www.rudysbbq.com
  • The Ultimate UX: Las Vegas 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 35 SOURCES: http://www.flickr.com/photos/aigle_dore http://www.flickr.com/photos/smemon http://www.flickr.com/photos/kalooz
  • Summary 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 36 UX: Influencing Feelings Leads to Action It is Critical To Identify The Right User(s) User Experience For Each User is Driven by: Words – The Messages We Propose to Them Visuals – The Creative Overlay Sounds – Especially for Multimedia or “real world”
  • Thank You! Stay in touch… 9/30/2013 Copyright 2009-2013, Austin Return On Now Internet Marketing LLC. All Rights Reserved. 37 Twitter Me: @tommy_landry Business: @ReturnOnNow LinkedIn: www.linkedin.com/in/tommylandry/ Email: tommy@returnonnow.com Website: http://ReturnOnNow.com Facebook: https://www.facebook.com/ReturnOnNow Google+: Follow Our Page