What Are Words For?

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What Are Words For?

  1. 1. What Are Words For?A HOLISTIC APPROACH TO CONTENT & LANGUAGE ONLINE
  2. 2. Erika Hall @mulegirl
  3. 3. #wordsfor
  4. 4. Introduction
  5. 5. What I’m Why ItWho I am Talking Matters About
  6. 6. Intentional Critical Effective
  7. 7. The Old Days
  8. 8. 1998
  9. 9. “Delightfully Hostile” —The New Yorker
  10. 10. WorkLet Go Take Charge Together
  11. 11. Letting Go
  12. 12. Baggage
  13. 13. BaggageContent istext.
  14. 14. BaggageContent isn’t text.
  15. 15. BaggageContent isn’t text. Anyone can write.
  16. 16. Baggage The Web is aContent isn’t publication. text. Anyone can write.
  17. 17. Baggage The * is aContent isn’t publication. text. Anyone can write.
  18. 18. “Content Creation”
  19. 19. WritingComposingIllustrating FilmingCommenting Curating
  20. 20. “Content Consumption”
  21. 21. ReadingViewingWatchingListeningExploring
  22. 22. “Be specific.” —William Strunk
  23. 23. Upgrade Account
  24. 24. Mark as Read
  25. 25. Delete
  26. 26. Add to Cart
  27. 27. Register
  28. 28. I’m Feeling Lucky
  29. 29. Submit
  30. 30. Anyone can write
  31. 31. The Writer’s Tool The Designer’s Tool $399 $1,29995
  32. 32. “People rarely read Webpages word by word;instead, they scan thepage.” —Jakob Nielson, 1997
  33. 33. “People don’t readon the web.”
  34. 34. Idiocracy (2006)
  35. 35. I hate orange.
  36. 36. Publishing?
  37. 37. Interconnected and complex.
  38. 38. “Murder your darlings.” —Sir Arthur Quiller-Couch Cambridge Lecturer (among other things)
  39. 39. The Result
  40. 40. Content Strategists Alone in the Wasteland
  41. 41. “No other part of a UX project necessarily involves the implementation of long-term organizational practices.” - Erin Kissane
  42. 42. Tending the Content
  43. 43. Thinking of Content Over Context
  44. 44. Business problem?Pour some content on it.
  45. 45. Taking Charge
  46. 46. Content Strategy Brand StrategyBusiness Goals Product Quality
  47. 47. “The great enemy of clear language isinsincerity. When there is a gap between one’sreal and one’s declared aims, one turns, as itwere, instinctively to long words and exhaustedidioms, like a cuttlefish squirting out ink.” — George Orwell
  48. 48. Working Together
  49. 49. — Jason FriedGetting Real, 37 Signals
  50. 50. Mind Your Ps & Qs
  51. 51. Purpose ProcessProblemsPracticeQuestions Quality
  52. 52. Purpose What is the goal Process How is that done Practice What do you bring to itProblems What is getting in your wayQuestions What to ask Quality What to fight for
  53. 53. Purpose Informing An informational website Enabling A tool/applicationPursuading A marketing website Vending An online store
  54. 54. Research Strategy DesignImplementation
  55. 55. Requirements Gathering Strategy DefinitionVoice,Tone, & Structure Copywriting Governance
  56. 56. Business Process Workflow Research RecommendationsCompetitive Analysis Personas Brand Attributes Content Map Style Guidelines Nomenclature Sample Content Stakeholder Research Usability Testing & Wireframes Results
  57. 57. User Experience Design Roles Design Visual Information InteractionStrategist Designer Architect Designer Writer Will neglecting design confuse your users?
  58. 58. Discovery Concept Design Maintenance Business Process Research Design Strategist Competitive Analysis PersonasInformation Architect Workflow Recommendations Wireframes Visual Brand Attributes Nomenclature Style Guidelines Designer Writer Voice & Tone Content Map Style Guidelines Stakeholder Usability Testing Research & Results
  59. 59. Meet the Meerkat
  60. 60. Meet the MeerkatSuricata suricatta
  61. 61. Be the Meerkat
  62. 62. Be the MeerkatA group of meerkats is called a“mob”,“gang” or “clan”.
  63. 63. SCOPECREEP!
  64. 64. WAFFLING!
  65. 65. STRATEGY SHIFT!
  66. 66. Common Pitfalls1. Poorly Defined Goals 2. Lack of Process 3. Subjectivity
  67. 67. In Conclusion
  68. 68. Strategy is Leadership
  69. 69. It doesn’t matter how good the wine is.
  70. 70. What “content” means, how to handleit, and who should be doing whatfollows from the WHY.It is very different in all of thesecontexts.
  71. 71. Start from the big whyBe specific about the what Clarify goals and roles Stick to your story Be open to change
  72. 72. Thank You! Erika Hall@mulegirl | erika@muledesign.com

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