4. Becoming a Content Strategist
Customer support for authoring tools
Presales support
Content solutions services and training
Consultant for content strategies
“Did you know you‟re called a „content strategist’
now?”
13. BUT WHAT ABOUT THE
CONTENT?
The stuff that the people are actually looking for?
14. Content is the lens through which
users perceive the brand
http://commons.wikimedia.org/wiki/File:
Oakley_sunglasses.jpg
15. Lens and Frames Must Work
Together
Personal
Preference
Functional
Imperative
All images
http://commons.wikimedia.org
16. Content and User Experience
• Great design can‟t
save inappropriate
content
• The more diverse the
interaction contexts,
the more stretched
content will become
• Square peg, round
hole, bad experience
17. Adaptive Content
• Content designed to
adapt to multi-channel
multi-format and
progressive
enhancement /
disclosure situations
• Can be:
– Transformed
– Filtered
• Because it‟s got:
– No presentation
information!
– Structure
– Rich metadata
– Built-in, in-line
semantics
19. Why Now?
• Multi-channel scenarios and
responsive and adaptive design are
raising the profile of Content
Strategy and Adaptive Content
• It forces people to confront real
optimisation of the content‟s role in
UX
20. Q&A
...and surprise book give-away!
noz.urbina@mekon.com
@nozurbina
http://lessworkmoreflow.blogspot.com
Please reach under your chairs
and look for a winning sticker!