IxDA Poznan #3 Bartosz Mozyrko: New UX trend content strategy


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IxDA Poznan #3 Bartosz Mozyrko: New UX trend content strategy

  1. 1. New UX Trend: Content StrategyBartosz MozyrkoUser Experience Researcherb.mozyrko@cogision.com
  2. 2. „A small percentage of Web contentreally makes a difference. It makes thesale, delivers the service, and builds thebrand. This is the killer Web content. Itprobably represents less than 10% ofcontent published on the Web, because –let’s face it – most content just gets inthe way.” Gerry McGovern2
  3. 3. „Less is more”3
  4. 4. More Filler = Less Killer4
  5. 5. What is content strategy?Content strategy is the practice ofplanning for the creation, delivery, and governance of useful, usable content.5
  6. 6. Content strategy elements http://www.slideshare.net/KMcGrane/how-to-do-content-strategy6
  7. 7. „Content-Delay Syndrome” http://www.slideshare.net/KMcGrane/how-to-do-content-strategy7
  8. 8. Know the content early8
  9. 9. Know the content early9
  10. 10. Know the content early10
  11. 11. Know the content earlyCompany XYZ is a world leading provider of shared, reseller, VPS and dedicated web hosting. Privately held and based inPoznan, Poland the company was founded in 2002 by current Founder and Chairman Mr XYZ, who started the company fromhis dorm room at Adam Mickiewicz University. Since then, Company XYZ has grown from a small hosting company with justthree servers into a world leading and industry recognized hosting provider with more than 7,000 servers undermanagement. The over four million domains hosted by Company XYZ make up approximately 10% of the polish Internettraffic.As a technology and product innovator, Company XYZ is able to provide its more than 225,000 customers with innovativeproducts and services designed to complement their existing businesses. Company XYZ serves customers ranging fromindividual freelancers to Fortune 500 companies in more than 20 countries.Because of the nature of reseller hosting, Company XYZ customers are frequently web designers and or developers whohave chosen to provide hosting services to their clients. Businesses of all sizes and shapes frequently make use of CompanyXYZs affordable, but still powerful shared, reseller, and dedicated hosting services. Customers range from complete novicesto computer and technology experts.In 2008, HostGator was recognized by ABC Magazine as one of the fastest growing private companies in Poland. According toABC Magazine, Company XYZ is the 21st fastest growing private company in Poland, the second fastest growing privatecompany in the "business services" sector, and the fastest growing private company in Greater Poland.In order to keep up with the companys rapid growth, Company XYZ moved from its original office in Wroclaw into a new20,000 square foot office building in Poznan, Greater Poland. Since moving to Houston in January 2007, the company hasadded more than 200 employees. The company is growing rapidly and expects to add roughly 200 employees within the nexttwo years.In a June 2008 customer satisfaction survey, approximately 90% of Company XYZ customers reported being satisfied withCompany XYZ and the services it provides. Industry-leading customer service and support is at the forefront of whatCompany XYZ does on a day-to-day basis. The company is constantly working to improve and refine that service andsupport and achieve its goal of becoming the world leader in the global web hosting market.11
  12. 12. Put someone in charge http://www.slideshare.net/KMcGrane/how-to-do-content-strategy12
  13. 13. Content analysis methods• Content Audit• Content Inventory• Content Maphttp://www.slideshare.net/cfox74/content-analysis-the-hows-and-whys-to-understanding-your-content-presentation13
  14. 14. What is content?• Text & Data• Graphics• Video & Animation• Audio14
  15. 15. Key questions http://www.slideshare.net/KMcGrane/how-to-do-content-strategy15
  16. 16. „We’ll keep trying to fit words, audio, graphics, and video into page templates that weren’t truly designed with our business’s real-world content requirements in mind. Our customers still won’t find what they’re looking for. And we’ll keep failing to publish useful, usable content that people actually care about.” Kristina Halvorson16
  17. 17. Thank you!17
  18. 18. Further reading18