Everything You Ever Wanted to Know About Content Strategy, But Afraid to Ask

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Everything You Ever Wanted to Know About Content Stategy, But Afraid to Ask
By Ethan Machado, Content Strategist - Experience Design, DigitasLBi

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Everything You Ever Wanted to Know About Content Strategy, But Afraid to Ask

  1. 1. “Everything you always wanted to know about content strategy* *But were afraid to ask”
  2. 2. “Are content strategists glorified peeping toms?”
  3. 3. Masters of Content • A clinical approach to content • Understand the desires of users • Understand the desires of the brand • Understand the desires of experience designers,
  4. 4. Masters of Content The art and science of • Organization • Empathy • Rhetoric
  5. 5. Masters of Content A discipline within User Experience • Contextual inquiry (social listening & search behavior) • Conceptual models (dashboards, infinite feeds, dynamic tiles, immersive worlds, wizards) • • • • • Personas User testing User journeys Competitive analysis Perceived affordances
  6. 6. Masters of Content: The Dreaded Audit BUSINESS NEED ALIGN ON REVIEW STANDARDS INVENTORY SITE CONDUCT AUDIT SYNTHESIZE & VISUALIZE SUMMARIZE KEY RECOMMENDATIONS
  7. 7. Masters of Content: Review Standards GUIDELINES TARGET CONSIDERATIONS Voice and tone Brand Does the content consistently reflect the brand voice and attributes? Does the content reinforce the brand positioning? • Voice and style • Useful, relevant, Is the content timely and up-to-date? clear, persuasive Useful, relevant, Customers clear, Is the content consistent throughout the • Findable, shareable persuasive experience? Does the content improve user understanding of product or brand? • Readability, accessibility Usable, findable, Customers & Robots shareable, optimized Can customers find the content when searching using relevant keywords? Is the content easy to navigate to and through? Readability, accessibility Is the content written at the appropriate grade level? Is the content accessible by those with visual or auditory impairments? Customers & Compliance
  8. 8. “Will you whisper sweet nothings into my ear?”
  9. 9. Masters of Content: Content Narrative Translate brand meaning into content • Pillars/themes • Channels • Roadmap
  10. 10. Masters of Content: Content Narrative Translate brand meaning into content
  11. 11. “Does size matter to a content strategist?”
  12. 12. Size Matters • Less is best • Too much unkempt content hurts usability • More to manage, more resources, higher costs • Focus on what matters
  13. 13. “The food here is terrible, and the portions are too small.”
  14. 14. lesscontentmorestrategy.c om
  15. 15. “How would a sadomasochist interpret content strategy?”
  16. 16. Less Content, Better Results • • • • • Identify top tasks Prioritize content Remove long-tail content Reduce cognitive overload Write shorter, more succinct copy • Improve usability
  17. 17. Focus on Results Business-critical content solves business-critical goals • 22% decrease in online complaints • 48% increase in inbound links • 80% increase in visitors • 70% increase in new registrations
  18. 18. Customer Satisfaction = Better ROI
  19. 19. Customer Experience = Better ROI
  20. 20. Customer Satisfaction = Better ROI Customer Experience = Better ROI
  21. 21. “Should content strategists and designers ‘go native’?”
  22. 22. BUSINESS STRATEGY BRAND STRATEGY MEDIA STRATEGY (paid) SEARCH STRATEGY CONTENT STRATEGY (owned) SOCIAL STRATEGY CONTENT MARKETING
  23. 23. And now a sponsored post from The School for Digital Craftsmanship
  24. 24. http://www.admci.org
  25. 25. “Are content strategists monogamous?”
  26. 26. Should content strategists by monogamous? CS Creativ Dev e XD/UX
  27. 27. Wireframe Annotations Template Type Definitions Page Element Definitions Content Interactivity
  28. 28. “Design thinking is the search for the magical balance between business and art, structure and chaos, intuition and logic, concept and execution...”
  29. 29. Clients
  30. 30. “Are there any deviant content strategy practices I should know about?”
  31. 31. TYPICAL HUB MODEL for CONTENT STRATEGY Content for Website
  32. 32. NEW MODEL for CONTENT STRATEGY? Content for Website
  33. 33. 300,000 sites since 2012
  34. 34. The Robots Are Now Your Writers
  35. 35. Wear My Content
  36. 36. Wear My Content
  37. 37. Brand Newsrooms, Brand Content, RTM
  38. 38. Licensed per term Outsource & owned Exploit the death spiral
  39. 39. Big Data, Binge Viewing & Cadence
  40. 40. Big Data & Binge Viewing
  41. 41. Final Thoughts for CS Success • Adopt the same curious approach to content as you had to sex as a teenager • Bring a clinician’s mindset to your work with content • Use the UX toolbox to help inform your content strategy, which in turn can be used to inform design strategy • Don’t hate, collaborate – a brand’s content strategy is bigger than me or you. Guide the ship when you need to. • Thin or play to win with your content
  42. 42. “Thanks! Any questions?”
  43. 43. “Are content strategists into cross-dressing?”
  44. 44. Technology & Content
  45. 45. UNIFIED ENTERPRISE CONTENT STRATEGY PRINT TRAINING Central Governed XML Content Repository WEB MOBILE SOCIAL INTRANET
  46. 46. “Is it OK to learn ‘content strategies’ from older women?”
  47. 47. Redish ahead of her time • Use natural language • Think of your site as a conversation with your customer • Exhibit domain mastery • Stay “on theme” in your headlines and copy • Use semantic linking • Maintain strong information scent
  48. 48. “Does food act as an aphrodisiac for content strategists?”
  49. 49. GREAT ADS, CAMPAIGNS, CONTENT MARKETING, DESTINATION MICROSITES, BRANDED UTILITY APPS, SOCIAL ENGAGEMENT PRODUCT INFORMATION, PRICING, CONTRACT INFORMATION, DISCLAIMER, LEGALESE NEWSLETTERS, HOW-TO’s, TIPS and TRICKS, PERSONALIZATION, SOCIAL ENGAGEMENT, SWEEPSTAKES

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