Content Strategy for the Web

CONTENT STRATEGY
FOR THE WEB
IceWeb 2010

Hi!
I’m Karen McGrane
from Bond Art + Science

@karenmcgrane

2

Concept ruthlessly stolen from Heather Champ @hchamp
Via Flickr User swirlspice under a Creative Commons License 3

CONTENT?

INFORMATION
ARCHITECTURE VISUAL
DESIGN
INTERACTION
DESIGN
5

WHY CONTENT STRATEGY?
WHY NOW?

6

1. EVERYONE’S A PUBLISHER
3. ACTION, NOT AWARENESS

7

“
All companies, no matter what the size, must
start to think more like publishers than ever
before. Consumer behavior has changed
drastically over the past few years.
Customers are more accepting of content

”
from “non-media” sites and the barriers to
publishing are now non-existent.

— Joe Pulizzi
8

Is Nike a sneaker
company, or is it a media
company? If you go on
their site,
you may opt for the latter.

Harris Millard, President and COO at MediaLink

9

Our content is our advertising.

Michael Davis, Chief Creative Officer at TabletHotels

10

“
One of the greatest challenges I encounter today
is not the willingness of a brand to engage, but its
ability to create.
When blueprinting a social media strategy,
enthusiasm and support typically derails when
examining the resources and commitment
required to produce regular content.

—Brian Solis

11

We already have
most of the content. Copywriting just isn’t
that big of a deal.

We can figure the
content out later.
We pretty much know
what we want to say.
Our marketing intern is
handling the content.

Kristina Halvorson, Brain Traffic 12

CONSIDER THE MASTHEAD
Writers
Copy editors
Art directors
Production staff
Publishing is complex.
Various editors
Managing editor
Editor in chief
Ad sales
The Publisher
Publishers and Content Strategy from Jeffrey MacIntyre 13

topics are we going to cover?
What formats are we going to use? (Blogs, video, charts…)
does anyone care?
Why does this provide business value?

are we doing to deliver the message?
How should we say it? (Tone of voice…)
will we get the content?
Where can we syndicate the content? (Feeds, social media…)
will this be published?
When will it need to be updated?
is responsible for this content?
Who will maintain it over time?
14

2. CONTENT (MIS)MANAGEMENT

15

http://www.flickr.com/photos/carlaarena/3188139819/ 16

DON’T LET THIS BE THE FATE
OF YOUR WEB CONTENT

http://www.getittogetherinc.net/images/storage%20before.JPG 17

2. CONTENT (MIS)MANAGEMENT

18

“
The essence of the Web is action. We go to
the Web because we have a task; there is
something we need to do; there is a problem
we need to solve.

”
What helps us do? What helps us act?

— GERRY MCGOVERN

19

THE ANSWER TO “WHY?”
IS AN ACTION

20

We should have
a blog.
Our goal is to be seen
as a resource.
It would be cool if we
posted some videos
on YouTube.
We plan to create
a series of
educational articles.
Twitter!

21

JUST BECAUSE YOU CAN
DOESN’T MEAN YOU SHOULD

22

Here I told a little story about clients figuring
out that the name of their problem is
“information architecture.”
I didn’t think it needed a funny picture.

NAMING A PAIN POINT.

24

DEFINING A PROCESS.

25

Current Site Audit
Stakeholder & Competitive &
User Interviews Market Research

Vision
Insight

Design
Development
QA
Requirements IA Design Creative
Design

Usability Testing Post Launch
Paper Prototype & Creative Comps Analytics Report

Test, Measure, and Optimize

User Experience Design Process: Critical Path
Kickoff
Project Initiation Initial Design Cyc l e Design Iteration / Testing / Itera
Meeting

Project is
Product Marketing

Prod. Marketing does P&L, content evaluation, Product Team meets -
inititated by Product creates materials that describe needs, goals,
Marketing with Prod. Mktg. feeds team Design presents functional
objectives, dependencies, partnerships, user flow, potential user
Program business issues and any other relev a n t any results from Marke t
Management scenarios and high level
content or functionality issues, pulls together Resear c h
screens need e d
cross-functional tea m Approval cycle h e r e

Feasability Studies / Field
Resear c h Expert advice on
Usability

What do Users w a n t previous research a n d feedback cyc l e
How do they want to do it Meeting new research need e d
(Usability Conceptual Phase) (Usability 2nd Phase)
coordinated by
Program
feedback cy
Management

UE Team member
Create D e s i g n
assigned to
Spec/Creative Rapid prototype for
Experience Design

project
Brie f proof of concept
attends meeting UE Team
Material is from and early testing w /
brainstorm with
Initial concept MRP/PRD and Early functionality usability
brainstorms wit h Takes input from Usability - led by
brainstorming notes designs and
all members as project team
Product Marketing to and other definitions of Could be paper
UE Team member assigned related to UI member
collect and gather requirements, distills pages needed for prototype, functional
to project design
requirements and info, looks at developed static HTML, Flash
what's the best
understand competitive functionality interaction,
Receives Requirements scenario fo r
competitive landscape landscape, rev i e w s Mockups/
Document use r s
scope in context of Wireframes as
Needs:
network and sit e image maps
List of team
precedenc e
members,
contact info, initial
schedule,
approval process
Initial exposure to
(people)
scope of design and
functionality
HTML

Assess techn i c a l
limitations and
alternatives
Engineering

Engineering might
begin coding
work from initial
functionality
spe c s

Credits: Erin Malone: Designed for AltaVista November 10, 2000

29

An Example LEGEND MILESTONE
DELIVERABLE IDEA REVIEW CHECKPOINT

Product / Software / Web Design Process Guide KEY MEETING INFORM

PHASES concept discover definition refinement developmen
conceptual
MILESTONES start concept
approval
proposal approval and scheduling design
review
PRD
approval
UI design
approval
committed
schedule

Communicate business needs Communicate business needs Brand Positioning Review Promotional & Marketing Needs Business developm
& brand identity & brand identity

{
Mockups to marke
Note: In some companies these roles are

business
owners
encompassed by one person

Collect team input Product Roadmap Promotion plan
Describe problem or needs, Develop strategic rationale, business case,
proposed solution, and benefits. financial analysis, policy considerations,
implementation plans. Research: Solicit input from Business owners/ Point release plan
product Gather information for and
brands - contact other associated stakeholders
(legal, customer support, international)
manager create the Concept Document Gather supporting market research, etc.

Write Draft PRD and Review
Gather information for and create the Deliverables:
ROLES

Proposal Document
Project kickoff Product
Requirements
Document
Review user feedback on previous product Refine design concepts
(PRD) Wireframes and navigation maps
UI's and analyze competitive products. (authored by a

{
ui/id/ia Develop navigation model and Product Manager) Product prototype, e.g. paper, HTML, director, or flash
refine scenarios
design Provide input for level of effort
UI Design Approval
or two people. i.e. ui may do user research or visual designers may do ia, etc.

and
Idea Deliverable: Deliverable: Deliverable:
Define personas, usage scenarios, user Proposal Templates
Concept goals, and perform task analysis I T E R AT I O N S I T E R AT I O
Document Document Concept Design Review
&
Develop usage scenarios this step Navigation
and/or design concepts Concept
and / or may be (authored by
Note: In some companies these roles are blended into one

optional Design UI / ID / IA Design)
Provide input for level of effort Visual design explorations Refined Visual design explorations Art direction
Materials
Leads brainstorming Concept
(authored by
visual Prototype
blended design
design team)

Provide input for level of effort UCD research cont'd. (i.e. paper prototyping, Competitive usability testing Prototype usability test Prototype testing
participatory design, field studies, surveys,
etc.
Define personas, usage scenarios, user
user goals, and perform task analysis.
research

production Provide input for level of effort

credits Design based on earlier maps created by various UI design teams at America Online Incorporated. Revised and edited by Erin Malone, September 2003 for the AIfIA.

30

PHASE 1 PHASE 2
Design Analysis Design Solutions

TSDesign User Experience Audit SM
Product Strategy and Product Design Strategy Blueprint* Technology Audit
description:
• an expert design analysis from the user’s perspective
description:
• define ‘what the product should be’ and ‘how it
1 understand 2 investigate 3 define users 4 qualify features
should work’
benefits: corporate mission persona user profiles user, feature, objective matrix
• benchmarks the effectiveness of your site based upon stated benefits: core competencies
• the achievement of clearly articulated, agreed- user profiles
business objectives for the site and your users corporate goals
• analyzes the design of the site to find out if the benefits of use
upon and aligned mission, core competencies,
culture and values User Personae &
corporate goals, and objectives for the site
are actually being delivered
Proﬁling Module speculate &

+ interviews
SM
skills and methodologies
• the articulation and understanding of your users,
• recommends methods for substantially improving your users
experiences and meeting future business objectives
their needs and and your business objectives for
knowledge capital and experience (UP&P) innovate
people, processes & technology
establishing and extending relationships
with each one stakeholders and initiatives
Intentional User Experience table •
TSDesign Analysis FrameworkSM
• the definition of the organizational resources enterprise-wide challenges competitive and comparative analysis experience brief:
1 Delivery of User Benefits The intended value the organization
required to build and maintain the site Internet objectives strategy story
and positioning
delivers to users and customers through its site.
• the creation of a detailed blueprint for design or customers and users
redesign:
The sequence of questions, prompts, and results - site organization (footprint) competitive landscape
2 Transaction Flow that make up a task. - useful and usable features and functions
for the users * workbooks not shown
The degree to which a site affords the user to easily - descriptions of intended functionality scope or
3 Navigation & Hierarchy navigate the environment and efficiently locate rele-
- messaging strategy rescope
relationship
5 7
vant content.

The representation and support of the identity,
• the receipt of a phased implementation plan with
associated costs innovate 6 refine describe
4 Visual Language brand and information architecture through
visual elements and overall style.
new ideas new footprint and reclustered content Product Strategy Blueprint/Functional Description
existing
Audit comments: and new
• Users arriving at the front page of the
site may not understand what information
is there for them.
technology
• The names of the sections do not give
users a path to follow to find the informa-
tion they need.
• No specific path has been established for
each user type. Users must use their best
judgement to find the information they’re
looking for and often may not be successful.

Identity and Visual Language Audit Visual Identity Systems visual language research

description: description:
• By collecting and reviewing print, other tangible artifacts and • establish, with the client, a shared
Web sites your company creates and disseminates, and understanding and common language for
corporate standards (if they exist) we can then distill the basis visual design and how it effectively
for the visual language to be developed that is consistent with communicates the brand
the company's identity and product brands. This work is • define a visual language for the site
continued in the Visual Systems Design phase. - logo, logotype systems
- typography
- grid system
- color palette
- imagery style and usage

beneﬁts:
• provides the visual language components
with which to build the interface

31

THE CONTENT STRATEGY PROCESS

32

1. THINK BEYOND THE TEMPLATE.

33

This page was redacted so I don’t get yelled at
by lawyers. Honestly, doesn’t that sound awful?
You wouldn’t want that to happen to me, right?
If you’re really curious this was a persona. It
looks pretty much like every other persona
you’ve ever seen. So just imagine one of those.

This page showed a competitive audit. If you
want to recreate the experience for yourself, go
click around to some other websites and write
down a few comments about whether they’re
any good or not.

This here is a series of moodboards that show
an approach to creating a design system,
including photography, color palettes, and
typography.

Sigh. Okay, this page shows some sketching
exercises we did.
Except apparently no one on the team could
figure out how to operate a pen, so somehow
“sketches” wound up meaning “wireframes
made with wavy lines and handwritten fonts.”
I’m embarrassed just admitting that. Can we go
back to talking about how your content sucks?

This page showed a wireframe.
The lines were all straight and the font was
Arial.
Master of my craft, here.

We opted to go live
with the existing content.

39

Buy-in for that decision stretched
to the highest levels of the organization.

40

We knew the content sucked.
We just believed there was
nothing we could do about it.

41

Within an hour, the angry calls started. Client received
hundreds of angry calls from hotels the first day.
Complaint call volume held steady over the next week
as people called back to check on status.
The client team was unprepared to make quick
changes to the content, and their slow response just
added fuel to the fire.
Site had to be rolled back to the previous version while
they came up with a plan to update the content.
http://www.flickr.com/photos/schoppa/3148751414 42

7000 pages. The upside is that the second
45 people. launch was very successful.
Six weeks. Still, I can't say that I'd choose to
5400+ hours. do it that way again.

43

HOW TO THINK PAST TEMPLATES
_Talk about why it’s important to provide great
content. Even when people don’t want to listen.
_Get content in the project plan, even if you’re not
responsible for it.
_Scare people with the “giant spreadsheet of terror.”
_Prototype and test wireframes and designs with best
and worst case example content.
_Start content migration early: first step, not the last.

45

1. THINK BEYOND THE
TEMPLATE.
2. EVALUATE CONTENT QUALITY.

46

I’m better at thinking about abstract
relationships between content types,
classification frameworks, metadata elements,
than I am at looking at the specifics of
content.

Dan Brown, Letter to a Content Strategist 48

This page showed a video. You’re not going to
be able to see it on Slideshare, so I took it out.
It contained the phrase “fecal matter,” which to
me is more offensive than saying “sh*tstorm.”

Mythbusters, Polishing a Turd 51

HOW TO EVALUATE QUALITY
_Don’t just inventory: analyze your content. Don’t just
look at what you have, assess whether it’s any good.
_Have a strategy for how to persuade stakeholders
that your approach is valid.
_Conduct a gap analysis to compare what you have to
what you need.
_You can usability test content too.

55

3. PLAN FOR CONTENT
CREATION.

56

WRITERS ARE LIKE DEVELOPERS.
THEY WORK BETTER WITH
DIRECTION.

57

Logo Features Browse Our Sites About Us Sign Up Login Support

Feature Name
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euismod tincidunt ut laoreet dolore magna



Find out more about:
Feature Name | Feature Name | Feature Name | Feature Name | Feature Name | Feature Name 58

Logo Features Browse Our Sites About Us Sign Up Login Support

Feature Name
PUT PRODUCT DESCRIPTION HERE esse molestie
consequat, vel illum dolore eu feugiat nulla facilisis at vero eros
et accumsan et iusto odio dignissim qui blandit praesent
luptatum zzril delenit augue duis dolore.

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Find out more about:
Feature Name | Feature Name | Feature Name | Feature Name | Feature Name | Feature Name 59

HOW TO SPEC CONTENT
_Connect back to the overall brand and messaging
architecture.
_Direct the writer to appropriate source materials,
both online and offline.
_Guide selection of images, videos, and data
visualizations, if needed.
_Indicate how often each content element should be
reviewed, edited, or deleted.
_Provide direction across channels: web, email, social.
62

3. PLAN FOR CONTENT
CREATION.
4. DON’T FEAR NEW ROLES.
Extra super bonus
fourth thing!
63

We don't need a Any backend
project manager. The developer should be
developers should be able able to crank out some
to manage themselves. HTML. HTML is easy.

Why do we even I don’t get why we
need different roles need a content strategist.
for interaction and Writers can make
visual design? spreadsheets.

67

Here I went off on a little rant about roles on
projects.

FIRST:
YOU WILL ADVOCATE
FOR CONTENT.

SECOND:
YOU WILL USE YOUR NEW
CONTENT STRATEGY TOOLS.

THIRD:
YOU WILL PARTNER WITH
A CONTENT STRATEGIST.

THANKS!

@karenmcgrane
karen@bondartscience.com
www.bondartscience.com
+1 (917) 887-8149

Content Strategy for the Web

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