1. Content
Presented by:
Marianne Romero
&
Gregory Benedict

2. Substance
What content do you need and why?

3. Factors of content
• Audience
• Messaging
• Topics
• Purpose
• Voice & Tone
• Sources

4. Audience: Who Are you
trying to reach
• Users: Be Specific
• Prospective or Existing Customers
• Define your purpose and goals
• Priorities: Rank & File
• Listing your priority groups
• NO combinations
• Identifying gaps

5. Messaging: What you want your
users to remember
• Defining a message hierarchy
• Primary message
• Secondary message
• Details
• Mens Warehouse
• Do not mistake messages for content

6. Topics: The subjects that
matter
• Audience + Messaging = Topics
• Topic Maps

7. Purpose: Every piece of content
needs a job
• Persuade
• Inform
• Validate
• Instruct
• Entertain

8. Voice & Tone: Watch your
Language
• Defining voice
• Defining tone
• Cultural Differences
• Coors
• Kean University

9. Source: Where your
content comes from
• Original Content
• Co-created Content
• Aggregated Content
• Curated Content
• Licensed Content
• User- Generated Content

10. Structure
How will your content be prioritized,
organized, formatted, and displayed?

11. Who is Responsible for
Content Structure?
Can be done by an information architect (IA)
or a user experience designer (UX)
But …
EVERYONE is in charge of content structure!

12. What Do You Need To Do?
• Channels, platforms, and formats
• Navigation & nomenclature
• Links
• Microcopy
• Metadata & tagging

13. What Tools Can Help?
• Sitemaps
• Wireframes
• Page Tables
Regardless of website size, all content needs to be
documented for future reference