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EMERGING
A CONTENT
STRATEGY             Scott Bryant
                     @ScotTheLot
FROM USER RESEARCH   #ContentStrategy
User experience design
Users

User experience design
   Content   Context
“we’re really
just mediators”
        Melissa Cooper, USiT
user research
   project
LOTS
interviews                                     diary studies

       user research
proposed segmentation for content ...
Needs


                  A                 B                C
a                                                      cont...
“You cannot influence content
  from user research Alone”
#ContentStrategy
#ContentStrategy
CONTENT STRATEGY




revolution!
WEB
STRATEGY
  for Content
   (the old days)
“PUSH USER
EXPERIENCE
DESIGN OFF
THE PEDESTAL”
  Kristina Halvorson, Content Strategy for the Web, p. 164
“ux designers
don’t deal
with content”
  Kristina Halvorson, Content Strategy for the Web, p. 166
“if you take content
strategy out of the mix,
you marginalise one of the
key components of a
successful user experience:

...
Image source: http://blog.braintraffic.com/category/information-architecture/
“it’s too hard!”
         “there’s too many voices
                     to consider”

“there’s too many variables”

    “w...
“IS CONTENT
REALLY
KING?”
THE CONTENT CONTINUUM MODEL
                                CONTENT ISN’T ALWAYS KING



CONTENT                          ...
What then is
content Strategy?




    Kristina Halvorson, Content Strategy for the Web, p. 32
What then is
content Strategy?
    Planning for content:




    Kristina Halvorson, Content Strategy for the Web, p. 32
What then is
content Strategy?
      Planning for content:



 creation




      Kristina Halvorson, Content Strategy for...
What then is
content Strategy?
      Planning for content:



 creation




      Kristina Halvorson, Content Strategy for...
What then is
content Strategy?
      Planning for content:



 creation          delivery




      Kristina Halvorson, Co...
What then is
content Strategy?
      Planning for content:



 creation          delivery




      Kristina Halvorson, Co...
What then is
content Strategy?
      Planning for content:



 creation          delivery           governance




      K...
What then is
content Strategy?
      Planning for content:



 creation          delivery           governance




      K...
content-related
       disciplines
•   online messaging and   •   search engine
    branding                   optimisatio...
LISTENING TO
THE CONTENT
EXPERTS
LISTENING TO
THE CONTENT
EXPERTS
   TONNES OF CONTENT ABOUT CONTENT!
INTRODUCING THE CONTENT EXPERTS
Paul Colgan:   thepunch.com.au
Karla Pincott:   carsguide.com.au
Myles Wearring: truelocal.com.au
David Higgins:   news.com.au
What is the context of
content & strategy


       Measuring content/
       understanding audience,


  and Influence
the context of content & strategy




           (Video segment)
Some key points about
      content and strategy
     creation                  delivery              governance
 •   Edit...
measuring content/understanding audience




             (Video segment)
Some of the ways we’re
  trying to measure
 content consumption
   and understand
       audience
clicktale analytics
clicktale analytics
clicktale analytics
Facebook like & recommend
TYNT COPY & PASTE
TYNT COPY & PASTE
kampyle feedback analytics
influence




(Video segment)
Some tips about
        influence
• Treat your content experts as your users,
  listen to them - understand their context
...
Share Your
experience
Share Your
    experience
• What are some of your
 content strategy tips?
further reading
• A big ol’ list of content strategy resources
  http://blog.braintraffic.com/2010/06/a-big-ol’-list-of-con...
contact/feedback
Email:
Scott.Bryant@newsdigitalmedia.com.au

Twitter: @ScotTheLot   #ContentStrategy

my ux dogs




  Lo...
Emerging a Content Strategy from User Research
Emerging a Content Strategy from User Research
Emerging a Content Strategy from User Research
Emerging a Content Strategy from User Research
Emerging a Content Strategy from User Research
Emerging a Content Strategy from User Research
Emerging a Content Strategy from User Research
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Emerging a Content Strategy from User Research

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Presented at UX Australia 2010.
http://www.uxaustralia.com.au/conference-2010/

Emerging a Content Strategy from User Research
http://www.uxaustralia.com.au/conference-2010/emerging-a-content-strategy-from-user-research

For a long time we have been repeating the mantra “Content is King” but how much of our UX work actually has impact on content?

User research is excellent at identifying user needs and information seeking, sharing and consumption behaviour however clients, stakeholders and development teams (and even UX professionals) tend to concentrate on testing and recommending solutions to design, navigation, interaction, and technology problems. Even after user research has discovered content “opportunities” what is the transition or deliverable that needs to occur for the research to activate a content strategy. How many of us actually test “content prototypes” with users or have sophisticated content measurement tools? How influential can we be with our clients “the content experts”?

In this presentation Scott Bryant of News Digital Media (NDM) will explain how the NDM USiT team are trying to understand and test content consumption. He’ll share some insights gained from interviewing the people “who make content” happen in both news and product focused contexts and the practicalities they face when considering content strategy and using user research inputs. He’ll also discuss approaches to being influential with the content experts and ask you to share some of your content strategy tips.

Published in: Technology

Emerging a Content Strategy from User Research

  1. EMERGING A CONTENT STRATEGY Scott Bryant @ScotTheLot FROM USER RESEARCH #ContentStrategy
  2. User experience design
  3. Users User experience design Content Context
  4. “we’re really just mediators” Melissa Cooper, USiT
  5. user research project
  6. LOTS interviews diary studies user research proposed segmentation for content categories project Focus groups DATA attitudinal OF VALIDATION SURVEY segmentation
  7. Needs A B C a content t opportunities t Persona i t u Persona d e Persona Persona s Needs vs. Attitudinal Matrix Audience SegmentationTM, Patrick Kennedy
  8. “You cannot influence content from user research Alone”
  9. #ContentStrategy
  10. #ContentStrategy
  11. CONTENT STRATEGY revolution!
  12. WEB STRATEGY for Content (the old days)
  13. “PUSH USER EXPERIENCE DESIGN OFF THE PEDESTAL” Kristina Halvorson, Content Strategy for the Web, p. 164
  14. “ux designers don’t deal with content” Kristina Halvorson, Content Strategy for the Web, p. 166
  15. “if you take content strategy out of the mix, you marginalise one of the key components of a successful user experience: the content.” Kristina Halvorson, Content Strategy for the Web, p. 167
  16. Image source: http://blog.braintraffic.com/category/information-architecture/
  17. “it’s too hard!” “there’s too many voices to consider” “there’s too many variables” “what are we trying to achieve with this?” “how can we test every single piece of content?”
  18. “IS CONTENT REALLY KING?”
  19. THE CONTENT CONTINUUM MODEL CONTENT ISN’T ALWAYS KING CONTENT CONTENT CONSUMPTION CREATION source: http://blog.braintraffic.com/category/information-architecture/
  20. What then is content Strategy? Kristina Halvorson, Content Strategy for the Web, p. 32
  21. What then is content Strategy? Planning for content: Kristina Halvorson, Content Strategy for the Web, p. 32
  22. What then is content Strategy? Planning for content: creation Kristina Halvorson, Content Strategy for the Web, p. 32
  23. What then is content Strategy? Planning for content: creation Kristina Halvorson, Content Strategy for the Web, p. 32
  24. What then is content Strategy? Planning for content: creation delivery Kristina Halvorson, Content Strategy for the Web, p. 32
  25. What then is content Strategy? Planning for content: creation delivery Kristina Halvorson, Content Strategy for the Web, p. 32
  26. What then is content Strategy? Planning for content: creation delivery governance Kristina Halvorson, Content Strategy for the Web, p. 32
  27. What then is content Strategy? Planning for content: creation delivery governance Kristina Halvorson, Content Strategy for the Web, p. 32
  28. content-related disciplines • online messaging and • search engine branding optimisation • information • metadata strategy architecture • content management • editorial strategy strategy • web writing • content channel distribution strategy
  29. LISTENING TO THE CONTENT EXPERTS
  30. LISTENING TO THE CONTENT EXPERTS TONNES OF CONTENT ABOUT CONTENT!
  31. INTRODUCING THE CONTENT EXPERTS
  32. Paul Colgan: thepunch.com.au
  33. Karla Pincott: carsguide.com.au
  34. Myles Wearring: truelocal.com.au
  35. David Higgins: news.com.au
  36. What is the context of content & strategy Measuring content/ understanding audience, and Influence
  37. the context of content & strategy (Video segment)
  38. Some key points about content and strategy creation delivery governance • Editors are very • Don’t really think focused on creation of it as content • work independently (not so much from but rely on strategy delivery or product teams governance) • market is changing, • seem to value • Reactive to the and so are they user experience news landscape (concerned with being first, great • Adjust their ideas, innovation “Strategy” in & originality) realtime Tip: Adjust your content strategy to the context of where your business may have planning gaps
  39. measuring content/understanding audience (Video segment)
  40. Some of the ways we’re trying to measure content consumption and understand audience
  41. clicktale analytics
  42. clicktale analytics
  43. clicktale analytics
  44. Facebook like & recommend
  45. TYNT COPY & PASTE
  46. TYNT COPY & PASTE
  47. kampyle feedback analytics
  48. influence (Video segment)
  49. Some tips about influence • Treat your content experts as your users, listen to them - understand their context • User research isn’t going to be the major influence • To be influential you need to recommend balancing the three circles of users, content and context. • Collaboration is the key
  50. Share Your experience
  51. Share Your experience • What are some of your content strategy tips?
  52. further reading • A big ol’ list of content strategy resources http://blog.braintraffic.com/2010/06/a-big-ol’-list-of-content-strategy- resources-for-you/ • Complete Beginner’s Guide to Content Strategy http://www.uxbooth.com/blog/complete-beginners-guide-to- content-strategy/ • Content strategy resources on InfoDesign http://www.informationdesign.org/archives/content-strategy/ • #ContentStrategy on Twitter
  53. contact/feedback Email: Scott.Bryant@newsdigitalmedia.com.au Twitter: @ScotTheLot #ContentStrategy my ux dogs Louis Jane

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