As a content strategist, the more skills you have in areas like analytics, interaction design, communications, product design, and research, the more you become an asset. Let’s face it though, you’re working enough and advocating for your role, so how do you do this effectively with limited time? You don’t have to be an expert in these areas. Let’s focus on a few skills that can elevate your discipline. Knowledge is most definitely power as a content strategist.
4. A LITTLE BIT
ABOUT THIS WORKSHOP
W H Y I A M D O I N G T H I S ?
W H A T M I G H T Y O U G E T O U T O F I T ?
L E A R N M O R E
4
Alittle about this workshop
6. 6
Your turn.
T E L L S O M E O N E A T A D I F F E R E N T
P A R T O F T H E R O O M :
Y O U R N A M E
W H A T D O Y O U D O I N C O N T E N T
F A V O R I T E T V S H O W
7. A LITTLE BIT
ABOUT CONTENT STRATEGY
W H A T W E D O
W H O W E W O R K W I T H
L E A R N M O R E
7
Alittle bit about Content Strategy
8. D I S C O V E R D E F I N E D E S I G N P U B L I S H R E V I S E
STAGES OF A PROJECT
9. STAGES OF A PROJECT
D I S C O V E R D E F I N E D E S I G N P U B L I S H R E V I S E
• Needs
• Objective
• Audience
• User flow
• Larger experience
• Goals
• Holistic view of content
• Content design
• Governance strategy
• Information architecture
• Micro and macro copy
• Consider all types of
content
• Tagging structure
• Technological
considerations
• Content ecosystem –
other channels
• Review
• Test
• Analyze metrics
• Optimize
• Inventory
• Audit
• Competitive Analysis
• User Personas
• Content Bucketing
• Inventory
• Audit
• Competitive Analysis
• Content Brief
• Content Matrix
• Set metrics
• Content Map
• Content
Recommendations
• Workshops
• Content flow
• Pressure test
• SEO strategy
• Testing and research
plans
• Check compliance with
brand
• Testing framework
• Share reports and
findings
• Make recommendations
10. Content strategy is taking your
business goals, your user needs
and your systems of content
production in consideration to
plan for a content experience.
10
Definition of Content Strategy
11. A LITTLE BIT (MORE)
ABOUT THIS WORKSHOP
G E T T I N G S T A R T E D O N A P R O J E C T
A N A L Y T I C S A N D H O W Y O U U S E I T
R E S E A R C H M E T H O D S
U X S T U F F
C O N T E N T O R G A N I Z A T I O N
L E A R N M O R E
11
Alittle more about this workshop
12. C O N T E N T
S T R A T E G Y
S T A T E M E N T
Q U E S T I O N S
C H E C K L I S T
12
STARTING ON A
PROJECT
13. “Your content strategy def ines
how an organization (or
project) will use content to
achieve its objectives and
meets its user needs.”
“ C o n t e n t S t r a t e g y f o r t h e We b ” ,
K r i s t i n a H a l v o r s o n & M e l i s s a R a c h
13
Content Strategy definition by BrainTraffic
14. WHAT IS THE CONTENT WHO IS THE AUDIENCE WHAT IS THE PURPOSE
Should tell us what your goal is. It's like the mission statement of your content
+ +
14
CONTENT STRATEGY STATEMENT
15. - B r a i n T r a f f i c ( h t t p s : / / w w w . b r a i n t r a f f i c . c o m )
15
An example of content strategy statement
16. - M a s a Z o k a e i f o r C a p i t a l G r o u p
Publish articles and white papers that
communicate a perspective to help our
Consultants stay informed.
16
An example of content strategy statement
18. Exercise #1
Brainstorm a CS statement using
the worksheet provided.
Get into groups of 4-5 people.
Exercise #1
19. - L A C I T Y . O R G
- I N V E S T O R . V A N G U A R D . C O M
- E S P N . C O M / W O M E N S - B A S K E T B A L L
- P O W E L L S . C O M
- A I R B N B . C O M
USE ONE OF THESE SITES:
19
Exercise #1
24. “Analytics is the discovery,
interpretation, and
communication of meaningful
patterns in data. It also entails
applying data patterns towards
effective decision making.”
W i k i p e d i a 2 0 1 9
24
Analytics definition
26. “What marketers, developers
and designers all have in
common is the same business
goal of helping users convert.”
D a n i e l S c h w a r z , “ F i v e M y t h s a b o u t D a t a - d r i v e n D e s i g n ”
26
Quote about conversions
27. 27
What are conversions?
When a site user completes a desired action, such as
signing up for updates, sharing content, filling out a
form or making a purchase.
IN UX, it can simply mean that take a desired action.
28. TYPES OF METRICS
U N I Q U E V I S I T S
U N I Q U E V I S I T O R S
B O U N C E R A T E
T I M E O N P A G E
P A T H
28
Types of Metrics
29. IN-APP ANALYTICS HEAT MAPS SOCIAL
WEB METRICS CONTACT SEARCH AND KEYWORD
Types
29
Types ofAnalytics
31. - L A C I T Y . O R G
- I N V E S T O R . V A N G U A R D . C O M
- E S P N . C O M / W O M E N S - B A S K E T B A L L
- P O W E L L S . C O M
- A I R B N B . C O M
USE ONE OF THESE SITES:
31
Exercise # 3
36. WHERE ARE WE?
G E T T I N G S T A R T E D O N A P R O J E C T
A N A L Y T I C S A N D H O W Y O U U S E I T
R E S E A R C H M E T H O D S
U X S T U F F
C O N T E N T O R G A N I Z A T I O N
L E A R N M O R E
36
Where are we in the presentation
46. - U B E R
- A I R B N B
- I N S T A G R A M
USE ONE OF THESE APPS:
46
Exercise #4
47. TIPS
- W R I T E N O W , R E P O R T L A T E R
- O P E N E N D E D Q U E S T I O N S
- S H O W Y O U C A R E
- U S E P R O M P T S
- B E C U R I O U S
- D O N ’ T L E A D
47
52. CTA INSTRUCTIONS ERRORS HELP CONTENT CONFIRMATION
Types of UX Writing
52
Types of UX writing
53. Exercise #5
Part 1 Fix the UX Writing
Part 2 Write the UX based on
prompt
(get into pairs for this exercise)
53
54. Resources & Tools
“Letting Go of the Words” Janice Redish
“Don’t Make Me Think” Steve Krug
“Strategic Writing for UX” Torrey Podmajersky
https://designshack.net/articles/ux-design/ux-writing-tips/
54
57. WHERE ARE WE?
G E T T I N G S T A R T E D O N A P R O J E C T
A N A L Y T I C S A N D H O W Y O U U S E I T
R E S E A R C H M E T H O D S
U X S T U F F
C O N T E N T O R G A N I Z A T I O N
L E A R N M O R E
57
Where are we in the presentation