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Build. Better. Content!

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Content strategists at Facebook plan, structure, and create content for more than a billion people. But they’re not writers or content marketers—they’re interaction designers, information architects, and UX practitioners. They design and build product experiences that are simple, straightforward and human.

And so can you. Content strategy isn't just for big organizations. It's for anyone who's building an experience. And by using our approach, you can start building better content.

In this presentation, you'll learn:
- How content strategy works in a context of product design and development
- A framework for minimum viable content that provides quality and consistency
- How to build and iterate on product content experiences to meet people's needs
- How to stand up and become a better advocate for the people using your products

Stand up for putting The Why before The How.
Stand up for value, ease of use, and craft.
Stand up for meeting (and exceeding) people's needs.
Stand up for BETTER CONTENT!

Inspired by Maria Giudice of Facebook, Ian Lurie of Portent, and Jason Mesut of Plan. Based on the works of Jesse James Garrett, Simon Sinek, A.H. Maslow, Kristina Halvorson, Rachel Lovinger, Dan Saffer/Kicker Studio, Erin Kissane, Michael Powers, Sarah O'Keefe, Hilary Marsh, Wouter De Bres, Matt Toback, Eric Ries/The Lean Startup, Dr. Chun Wei Choo, Libby Brittain, and more. Featuring the design work of the Facebook Analog Research Lab, including concepts by Julie Zhuo, Russ Maschmeyer, and Adam Mosseri of Facebook along with content standards from Facebook's Content Strategy team.

Originally presented at Content Marketing World on September 10, 2014 in Cleveland, Ohio.

You can learn more about Jonathon Colman at http://www.jonathoncolman.org/ and follow him on Twitter at http://twitter.com/jcolman

Also see 200+ free, curated Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/

Published in: Marketing, Design

Build. Better. Content!

  1. © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Build BETTER Content
  2. © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ @jcolman Jonathon Colman Content Strategy,Facebook
  3. © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Get the full story bit.ly/fixourshit
  4. Stand up if You’re a writer
  5. Stand up if You’re a writer You’re a builder
  6. Stand up if You’re a writer You’re a builder You’re a researcher
  7. Stand up if You’re a writer You’re a builder You’re a researcher You’re a designer
  8. © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ hey
  9. © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ We should all be standing
  10. How we identifyourselves
  11. How we identifyourselves Matters © Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
  12. We work best when we’re Open andbold © Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
  13. Let’sbe open
  14. Let’sbe open I’m a content strategist © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
  15. We planfor the creation, publication, andgovernance of useful, usable content. Kristina Halvorson CEO/Founder,Brain traffic Co-author, ContentStrategy for the Web Quote by Kristina Halvorson (@halvorson) - http://alistapart.com/article/thedisciplineofcontentstrategy © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ “
  16. We use wordsand data tocreate unambiguouscontentthatsupports meaningful,interactive experiences. Rachel Lovinger ExperienceDirector, Razorfish Quote by Rachel Lovinger (@rlovinger) - http://boxesandarrows.com/content-strategy-the-philosophy-of-data/ © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ “
  17. ContentStrategy is tocopywritingas Information architectureis todesign. Rachel Lovinger ExperienceDirector, Razorfish Quote by Rachel Lovinger (@rlovinger) - http://boxesandarrows.com/content-strategy-the-philosophy-of-data/ © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ “
  18. We don’t need more content. Sara Wachter-Boettcher ContentStrategist Author, ContentEverywhere Quote by Sara Wachter-Boettcher (@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ “
  19. We don’t need more content. We need contentthat Sara Wachter-Boettcher ContentStrategist Author, ContentEverywhere Quote by Sara Wachter-Boettcher (@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Does more. “
  20. But isn’t Facebook’scontent all user-generated?
  21. © Facebook - http://newsroom.fb.com/news/2014/11/coming-together-to-fight-ebola/
  22. © Facebook - http://newsroom.fb.com/news/2014/11/updating-our-terms-and-policies-helping-you-understand-how-facebook-works-and-how-to-control-your-information/
  23. © Facebook - http://newsroom.fb.com/news/2014/10/introducing-safety-check/
  24. © Facebook http://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/
  25. Language is An interface © Facebook http://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/
  26. © Facebook http://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/ Language is Infrastructure concept: AndrewHinton
  27. Let’sbe bold
  28. Let’sbe bold content strategy ≠ copywriting © Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/
  29. Let’sbe bold © Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/ content strategy ≠ managingwriters
  30. Let’sbe bold content strategy ≠ content marketing © Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/
  31. © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ Let’sbe bold content strategy = interaction design
  32. Let’sbe bold © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ content strategy = user experience
  33. Let’sbe bold © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ content strategy = Design thinking
  34. © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ intertwingled
  35. intertwingled
  36. © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Source: DanSaffer/KickerStudio
  37. © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) This is content Source: DanSaffer/KickerStudio
  38. © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Source: DanSaffer/KickerStudio
  39. © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Content This is designand engineering without Source: DanSaffer/KickerStudio
  40. © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Source: DanSaffer/KickerStudio
  41. This is content Strategy © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Source: DanSaffer/KickerStudio
  42. Let’sbe bold © Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Design contentas a System concept: Erin Kissane
  43. Let’sbe bold © Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Design contentas a Product concept: IanLurie
  44. Let’sbe bold © Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Design contentas an Experience
  45. Listen: “Page viewsaren’t yourgoal.” Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-use r-testing /29 Source: MichaelPowers
  46. “Yourgoal is yourgoal.” Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-use r-testing /29 © Bronski Beat - flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ Source: MichaelPowers
  47. Self- actualization Esteem Love &Belonging Safety Physiological A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm Good content experiences meetour needs Source: A.H.Maslow
  48. Joy Usability Accessibility Core Functionality Purpose A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm Greatcontent experiences exceedthem Inspired by: A.H.Maslow, SarahO’Keefe, Hilary Marsh,Wouter deBres, MattToback
  49. © Skillset.org/Brain Traffic - blog.braintraffic.com/2010/01/behold-the-mighty-hive/ (used with permission) Content needs collaboration acrossteams Source: Skillset.org/Brain Traffic
  50. © Erin Scime/DopeData.com - dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/ (used with permission) Content needs a lifecycle Source: erinScime/Dopedata.com
  51. “Build-Measure-Learn” © Eric Ries/The Lean Startup measure Build Learn Source: Eric Ries,TheLeanStartup Content is an Experience
  52. measure Build Learn Data ProductsIdeas “Build-Measure-Learn” © Eric Ries/The Lean Startup that improves with iteration Source: Eric Ries,TheLeanStartup
  53. Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey Single-Loop Learning Organizational action Outcomes But you can’tbe leanwithout learning Concept: Chris Argyris
  54. Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey But you can’tbe leanwithout learning Single-Loop Learning Norms Assumptions Strategies Organizational action Outcomes Double-LoopLearning Concept: Chris Argyris
  55. © Thomas Hawk - flickr.com/photos/thomashawk/14875780140/ Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ How we design Content experiences at Facebook
  56. Start with theWhy why “Start with Why” © Simon Sinek, www.startwithwhy.com Chart: SimonSinek Make the world more openand connected
  57. Continuewith theHow “Start with Why” © Simon Sinek, www.startwithwhy.com connectwith friends, discover theworld, sharehow youwant how why Chart: SimonSinek
  58. Then do theWhat “Start with Why” © Simon Sinek, www.startwithwhy.com Design, Engineering, Content, Research, marketing, product… how what why Chart: SimonSinek
  59. © Facebook – facebook.com/careers Ourcorevalues Focuson Impact Be open Be Bold Build Social value Move fast Seewhy core values matter for your contentstrategy
  60. © Facebook – facebook.com/careers Whatwe Used to say
  61. © Facebook/Analog Research Lab
  62. © Facebook/Analog Research Lab
  63. © Facebook/Analog Research Lab © Thomas Hawk - flickr.com/photos/thomashawk/9735430146 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
  64. Whatwe’ve learned
  65. © Facebook/Analog Research Lab
  66. © Facebook/Analog Research Lab
  67. © Facebook/Analog Research Lab
  68. © Facebook/Analog Research Lab
  69. © Facebook/Analog Research Lab
  70. Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey Single-Loop Learning Norms Assumptions Strategies Organizational action Outcomes Double-LoopLearning Concept: Chris Argyris
  71. What is MinimumViable Content? Source: Libby Brittain/SarahO’Keefe
  72. Ease of Use CraftValue © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Quality framework Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
  73. Ease of Use CraftValue Quality framework © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
  74. Ease of Use CraftValue Quality framework © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
  75. Quality framework © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Ease of Use CraftValue Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
  76. Chart: JesseJamesGarrett © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) The five planes of userexperience
  77. where content is seenand used © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: JesseJamesGarrett
  78. Where content is modeledand built © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: JesseJamesGarrett
  79. Where content is proposed and planned © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: JesseJamesGarrett
  80. © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Where Content Strategy Happens Chart: JesseJamesGarrett
  81. The path fromstrategy tosurface is
  82. The path fromstrategy tosurface is Non-Linear © Daniel Olnes - flickr.com/photos/dno1967b/14785722509 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
  83. © Facebook/Content Strategy OurContentPrinciples Use plain language and be concise.
  84. OurContentPrinciples Use plain language and be concise. Clearly explain how things work and give people enough info to make good decisions. © Facebook/Content Strategy
  85. OurContentPrinciples Use plain language and be concise. Clearly explain how things work and give people enough info to make good decisions. Be friendly, conversational and respectful—like you’re talking to a neighbor. © Facebook/Content Strategy
  86. Does this sound like us? Error24601:Neg FaultConfig ^n2.1x
  87. Does this sound like us? Error24601:Neg FaultConfig ^n2.1x LOLz,404 #YOLO
  88. Does this sound like us? Error24601:Neg FaultConfig ^n2.1x LOLz,404 #YOLO Sorry,there’s atemporary issue withyour post. Pleasetry again inaminute.
  89. Sorry,there’s atemporary issue withyour post. Pleasetry again inaminute.
  90. Sorry,there’s atemporary issue withyour post. Pleasetry again inaminute. Whathappened?
  91. Sorry,there’s atemporary issue withyour post. Pleasetry again inaminute. Where did it happen?
  92. Sorry,there’s atemporary issue withyour post. Pleasetry again inaminute. Whatshould I do next?
  93. Sorry,there’s atemporary issue withyour post. Pleasetry again inaminute. When?
  94. Sorry,there’s atemporary issue withyour post. Pleasetry again inaminute. Oh No!Did I do something wrong? Great! So it’s OKAY? How long will all this take? will Ilose my work?
  95. Sorry,there’s atemporary issue withyour post. Pleasetry again inaminute. fear Relief Impatience Anxiety
  96. Use plain language and be concise. Clearly explain how things work and give people enough info to make good decisions. Be friendly, conversational and respectful—like you’re talking to a neighbor. © Facebook/Content Strategy
  97. What I’ve learned from THREE products © Allyde Winters – flickr.com/photos/allywin13/13568230105 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
  98. Saved Less is more difficult © Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
  99. © Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/ Saved Don’t getin the way
  100. Saved Make the most of small spaces © Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
  101. Login The best content is invisible © Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
  102. Login show examples, not concepts © Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
  103. Login Break Apart bigdecisions © Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
  104. Nearby Friends Empathyis hard © Facebook
  105. Nearby Friends Let people opt-in © Facebook
  106. Nearby Friends give them control © Facebook
  107. Optional and opt-in Shows you value upfront Offers you clearchoices Easy to opt-out ContentStrategy outcomes
  108. We plannedfor these experiences © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: JesseJamesGarrett
  109. So we could buildthem © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: JesseJamesGarrett
  110. Forpeople to use © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: JesseJamesGarrett
  111. © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) This is where Content Strategy Happens Chart: JesseJamesGarrett
  112. Let’sStand upfor Value © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
  113. Let’sStand upfor Value Easeof Use © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
  114. Let’sStand upfor Value Easeof Use Craft © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
  115. © Facebook/Analog Research Lab Let’sStand upfor
  116. why how what “Start with Why” © Simon Sinek, www.startwithwhy.com Let’sStand upfor Starting with Why Chart: SimonSinek
  117. © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ Let’sStand upfor Interaction design User experience Designthinking
  118. © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ Let’sStand upfor Intertwingling
  119. Let’sStand upfor Better content
  120. Let’sStand upfor Better content
  121. Let’sStand upfor Better content
  122. Let’sStand upfor Better content
  123. Let’sStand upfor Better content
  124. Let’sStand upfor Better content
  125. Let’sStand upfor Better content
  126. Let’sStand upfor Better content
  127. © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ hey
  128. © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ We should all be standing
  129. © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Build BETTER Content
  130. © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ @jcolman Jonathon Colman Content Strategy,Facebook
  131. © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Get the full story bit.ly/fixourshit
  132. © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ 200+ free Content strategy resources bit.ly/epic-cs

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