CONTENT’S Forgotten Corners Kerry-Anne Gilowey
UX Craft Meetup, Cape Town, 21 August 2014 @kerry_anne 1

Lorem Oopsum™ Credit for the
term Lorem Oopsum™ belongs to Lisa Maria Martin, a.k.a. @redsesame. Visit http://loremoopsum.tumblr.com/ for more blank-page goodness. 2

Paging Trevor...
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Here! Right here!(!!!)
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Also here!(!!!)
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Why I didn’t study in
2011. 6

Truncation is not a stra
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?
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From
guardiantruncationteam.tumblr.com
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“But your site said...”
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Hmmmm.
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Timing is everything
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This email was sent on
23 July. 14

The article it links to
was published on the website on 14 July. 15

Seek, and ye shall...
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... be confused and frustrated.
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I searched for macbook air
ethernet adaptor. On page 1: 18

I searched for macbook air
ethernet adaptor. On page 5: 19

Content Mauling System
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CMS dangers
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– Karen McGrane The Way
Forward, CS Forum 2011 http://slideshare.net/KMcGrane/the-way-forward-whats-next-for-content-strategy 22

OMGWTFBBQ?
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LOLWUT ?
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Unsubscribe. Get a fright.
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More corners
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Confirmation screens Oh please don’t
make me choose! 29

File names
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URL structure
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Digital document design Did they
charge me twice? I (actually really) can’t tell. 32

Let’s recap...
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A partial list of forgotten
corners 34

A partial list of forgotten
corners Missing content 34

A partial list of forgotten
corners Missing content Layout and fit 34

A partial list of forgotten
corners Missing content Layout and fit Cross-channel consistency 34

A partial list of forgotten
corners Missing content Layout and fit Cross-channel consistency Editorial timing 34

A partial list of forgotten
corners Missing content Layout and fit Cross-channel consistency Editorial timing Modelling and metadata 34

A partial list of forgotten
corners Missing content Layout and fit Cross-channel consistency Editorial timing Modelling and metadata Author experience 34

A partial list of forgotten
corners Missing content Layout and fit Cross-channel consistency Editorial timing Modelling and metadata Author experience Error messages 34

A partial list of forgotten
corners Missing content Layout and fit Cross-channel consistency Editorial timing Modelling and metadata Author experience Error messages Alerts and notifications 34

A partial list of forgotten
corners Missing content Layout and fit Cross-channel consistency Editorial timing Modelling and metadata Author experience Error messages Alerts and notifications Confirmation screens 34

A partial list of forgotten
corners Missing content Layout and fit Cross-channel consistency Editorial timing Modelling and metadata Author experience Error messages Alerts and notifications Confirmation screens URL structure 34

A partial list of forgotten
corners Missing content Layout and fit Cross-channel consistency Editorial timing Modelling and metadata Author experience Error messages Alerts and notifications Confirmation screens URL structure Document design 34

How do we fix this?
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Move on from the past
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Channels, channels everywhere Twitter Blog
Facebook SMS Email Face to face Snail mail Call centre Print 37

Content
≠
Marketing
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( )
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Use the customer journey
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Structured content
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Content models
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Structured writing briefs
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Rick Allen
@epublishmedia
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Who? ...has authoring and editing
rights? ...owns this piece of content? ...has to review this document? ...needs to be notified of changes? ...content lives on the home page? ...types of content do we NOT publish? ...metadata needs to be captured? What? ...should content be updated? ...should content be archived? ...should content be reviewed? When? 49

“But I’m n-n-not a c-c-content
strategist. What can I d-d-do?” 50

Be a content champion! Put
content first Plan for the creation of content Understand your audience Be consistent Keep control in a single place 51

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@kerry_anne Thanks for listening! Kerry-Anne
Gilowey kerryanne@augustsun.co.za http://augustsun.co.za http://about.me/kerryanne 53