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Berlin mai 2010

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Slides from presentation given by Ove Dalen and myself in UXCamp 2010 in Berlin

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Berlin mai 2010

  1. 1. Why content strategy is essential to the user experience<br />Berlin, 28th May 2010 <br />
  2. 2. Long neck - long tail<br />
  3. 3. 1 % of the content represents 99 % of the page views<br />10 million pages<br />3 million pages have never been visited<br />
  4. 4. Don’t hide the important stuff in crap<br />
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  11. 11. Statistics from Mars 2010<br />
  12. 12. What is a kindergarten?<br />Kindergarten is an educational activity designed for children under school age.Kindergartens are approved according to guidelines in the Act relating to kindergartens, Act of 1 January 2006<br />
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  14. 14. The web editor<br />web secretary<br />publish stuff when they are told to<br />they publish a lot<br />
  15. 15. Norwegianclient<br />Knewtheircontentwasn’tgoodenough<br />Needed an analysis/auditoftheircontent<br />Important to do somethingthatwasmanagement-friendly to finance an increasedactivity in content<br />Turned to Netlife Research: canyouhelpus??<br />
  16. 16. Contentanalysis<br />The roots: theclassicalcontentinventory<br />An opportunity to weedout bad content<br />Combinesquantative and qualitativemethods<br />A method to prioritizewhichcontent to improve<br />And at last: givesyou a status ofyourcurrentwebsite(s)<br />
  17. 17. Howwedid it<br />Two persons evaluating 4 bigsites i 2 weeks<br />First twodays: workingtogether side by side<br />Readingexistingdocumentationonwebstrategy and guidelines for web content<br />Establishing a commonplatform for theanalysis<br />Evaluatingcontenttogether<br />
  18. 18. Simple: just a spreadsheet<br />
  19. 19. Quality<br />
  20. 20. Reasons for low/mediumquality<br />
  21. 21. Explanationwhen medium/bad contentquality<br />The text is not understandable<br />No uniquesellingpoints<br />Bad prioritized<br />No obvioususer goals<br />Bad call to action<br />I don’t understand theproduct or sloppyexplanation<br />I do understand theproductbutthesellingpointsarenogood<br />Severalgoodpointsburied in thebottomofthetext<br />Is thispagereallyneeded for theuser?<br />”Clickhere” What??!!<br />
  22. 22. Examplifythe bad<br />
  23. 23. Key findings in theanalysis<br />The design template is a straitjacket for thecontent<br />Difficult to findthe ”right” product – toomanypages<br />Addon-serviceswhogettheirownpagearefilling up thewebsite<br />Manyoftheproductsaredifficult to understand<br />Lackofpricescreatesuncertainty<br />
  24. 24. Pitfalls<br />The method for evaluatingcontent is not in anywayrealistic<br />It’seasy to get lost in thewebsite<br />No commonplatformonwhat’sgoodcontent<br />It scaresthe hell outofthewebwriters (at leastwhentheanalysis is done by someoneoutside!!)<br />Don’tevaluateyourowncontent<br />
  25. 25. Don’t just evaluatethe bad<br />Make a top 10 list ofthe best contentonthesite<br />Examplifywhat’sgood<br />
  26. 26. So, did it help?<br />They’vegotthemoney to improvetheircontent<br />They’vegot a mandate to heavilydeleteproductpages – Yiha!!!<br />Soon to develop more content-friendlytemplates<br />The templateswill be developed by designers and webwriters – together<br />The webwritersneed to be stalled in wait for bettertemplates<br />Theyaresoon to arrangewritingsessions – withthewhole webteam<br />
  27. 27. Our new approach <br />Approx 10 positive statements about quality<br />Approx 10 positive statements about relevance<br />Answer: <br />Yes<br />No<br />Partly<br />
  28. 28. Statements about quality<br />Text is organized for web reading<br />Text is understandable for the target group<br />Page has relevant and clear calls to actions<br />Page is visible in search engines SERPs<br />… and so on<br />
  29. 29. Statements about relevance<br />Text support 1 of the 3 most important user goals<br />Text support 1 of the 3 most important strategic goals<br />… and so on<br />
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  33. 33. Thnx<br />Ove Dalen<br />ove@netliferesearch.com<br />00 47 918 59 180<br />www.netliferesearch.no<br />www.iallenkelhet.no<br />www.twitter.com/ovedalen<br />Eirik Hafver Rønjum<br />eirik@netliferesearch.com<br />00 47 92 40 31 65<br />www.netliferesearch.no<br />www.iallenkelhet.no<br />www.twitter.com/eirikhafver<br />
  34. 34. Appendix: importantsources<br />Killer web content – Gerry McGovern<br />The Long Tail – Chris Andreson<br />The Elements of User Experience - Jesse James Garrett<br />Content strategy for the web – Kristina Halvorson<br />Information is a task – Gerry McGovern<br />Don’t trust your gut instinct – Gerry McGovern<br />The real difference between Google and Yahoo– Gerry McGovern <br />Building Respect for Usability Expertise – Jakob Nielsen<br />The Discipline of Content Strategy– Kristina Halvorson<br />I’m not an idiot, but I play one online – Jeff Sexton<br />You’re so not welcome- Erin Anderson<br />Where’s the beef?– Kristina Halvorson<br />
  35. 35. Examples - quality<br />Good title - NO<br />Clear CTA – YES/Partly<br />Sufficient content - NOOOOO<br />Text design – YES<br />Understandable – NO<br />Human voice - Partly<br />
  36. 36. Relevance<br />Does it inspire users to contribute – partly<br />Easy to get a clear overview over the WS – NO<br />Easy to plan your day – NO<br />Does it inspire people to join the conference – partly<br />Easy to contribute - partly<br />

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