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Object-Oriented Content Strategy

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PRPL UX Architects, Tricia D'Antin and Rad Kalaf, share their collective knowledge on how to implement an Object-Oriented Content Strategy, from project discovery to organizing into sitemaps.

Topics discussed:
-What is an Object-Oriented Content Strategy?
-Why use one?
-Detailed step-by-step instructions to make your own
-Examples!

Published in: Business
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Object-Oriented Content Strategy

  1. 1. IN ABOUT 11 STEPS Object-Oriented Content Strategy
  2. 2. What is it? Object-oriented content strategy is a way of identifying project and user goals, and then defining features. It’s organized, mobile- first, and it makes us strategists look cool. /// Page 2
  3. 3. Why should I care? UXers, information architects, copywriters, and digital strategists set the pace for the project. 
 • For project managers: Documentation and Components • For designers: Components • For developers: Components!! • For QA: Components /// Page 3
  4. 4. Can you give us an example? Of course! The rest of this presentation is an example using a hypothetical redesign for the PRPL website. /// Page 4
  5. 5. OBJECT-ORIENTED CONTENT STRATEGY /// Page 5 1. PROJECT DISCOVERY Work with the client to define the problem(s) and create high- level solution(s). Usually the RFP and SOW already contain major user story clues. Additionally, you’ll want to interview stakeholders to fill in the holes.
  6. 6. OBJECT-ORIENTED CONTENT STRATEGY /// Page 6 2. USER RESEARCH There are two sides to every story. You’ve heard the client’s side, but there’s no real substitute for user research. • In terms of user research, ask users what they’re trying to accomplish and find ways to group tasks together. • For e-commerce sites, ask what information is needed to purchase. • Plan out your research methods to answer specific gaps in knowledge. • Document top performing pages to ensure they don’t get nixed in the redesign. • Document bottom performing pages to ensure they do get nixed in the redesign, or the content is merged with other pages. • Find common flows/paths to determine pages that might contain the same information or where users drop off in a funnel. USER INTERVIEWS & SURVEYS GOOGE ANALYTICS
  7. 7. /// Page 7 OBJECT-ORIENTED CONTENT STRATEGY REF ID PAGE TITLE URL CONTENT TYPE SOURCES OF CONTENT CONTENT OWNER FUNCTIONALITY AND FORMS FILES AND MEDIA Number /relative or Post type CMS, Data, etc. Dynamic? PAGE SESSIONS KEY MESSAGES ACCURACY / RELEVANCE CONTENT QUALITY ARCHIVE / MICGRATION READINESS RED FLAG NOTES from GA or Page Goal Good/Bad? Good/Bad? Edit? 3. AUDIT ALL CONTENT
  8. 8. OBJECT-ORIENTED CONTENT STRATEGY /// Page 8 4. IDENTIFY BUSINESS GOALS Through discovery, extract key objectives that define success for this product. • Share ideas, struggles, opinions, epiphanies, and stories about PRPL employee internal / project adventures. • Attract clients with needs in key verticals that match our specialties and services with larger budgets and potentially longer partnerships. • Attract prospective employees with relevant skills and experience who fit our culture and can develop our services. • Gain the kind of clients with forward-thinking and holistic digital needs and more innovative services by positioning a consultancy that can understand problems, needs, business goals, and offer solutions.
  9. 9. OBJECT-ORIENTED CONTENT STRATEGY /// Page 9 5. CONVERT BUSINESS GOALS TO USER STORIES Think critically about each goal and rework some of the phrasing. The main nouns from your goals will later become “content objects.” • Employees want to share ideas, struggles, opinions, epiphanies, and stories about PRPL internal and project adventures. • Clients with needs in key verticals, with larger budgets, and with potentially longer partnerships want to explore our specialties and services. • Prospective employees with relevant skills and experience who fit our culture and can develop our services want to learn about our company and process. • Clients with forward-thinking and holistic digital needs require more innovative services from a consultancy that can understand problems, business goals, and offer solutions.
  10. 10. OBJECT-ORIENTED CONTENT STRATEGY /// Page 10 6. IDENTIFY USER GOALS; WRITE USER STORIES After thorough research, extract key tasks that users are trying to accomplish with this product. Go ahead and write them as user stories from the beginning. • Followers from multiple disciplines need to filter articles, tools, and resources on topics and in formats that appeal to them. • Prospective clients need to learn what a partnership with PRPL looks like for their company. • Learn what it would be like to work for PRPL. • Apply to work at PRPL.
  11. 11. OBJECT-ORIENTED CONTENT STRATEGY /// Page 11 7. EXTRACT NOUNS FROM USER STORIES • Employees want to share ideas, struggles, opinions, epiphanies, and stories about PRPL internal and project adventures. • Clients w/ needs in key verticals, w/ larger budgets, and with potentially longer partnerships want to explore our specialties and services. • Prospective employees w/ relevant skills and experience who fit our culture and can develop our services want to learn about our company and process. • Clients w/ forward-thinking and holistic digital needs require more innovative services from a consultancy that can understand problems, business goals, and offer solutions. • Followers from multiple disciplines need to filter articles, tools, and resources on topics and in formats that appeal to them. • Prospective clients need to learn what a partnership with PRPL looks like for their company. • Prospective employees want to learn what it would be like to work for PRPL. • Prospective employees want to apply to work at PRPL.
  12. 12. OBJECT-ORIENTED CONTENT STRATEGY /// Page 12 8. DEFINE RELATIONAL CONTENT AND METADATA Think in terms of what information users are trying to access and what purpose it serves, rather than “body content.” Also think in relevant terms of the CMS structure, which will help you later. Overview content Overview content Overview content Need Case Study Service Need(s) Client Service(s) Case Stud(ies) Need(s) Case Study Service(s) Client Employee(s) Employee(s) Client Service Case Stud(ies) Need(s) Overview content Client
  13. 13. OBJECT-ORIENTED CONTENT STRATEGY /// Page 13 9. DEFINE RELATIONSHIPS WITH OBJECTS Consider the ways each object will later talk to one another. Overview content Overview content Overview content Need Case Study Service Need(s) Client Service(s) Case Stud(ies) Need(s) Case Study Service(s) Client Employee(s) Employee(s) Client Service Case Stud(ies) Need(s) Overview content Client
  14. 14. OBJECT-ORIENTED CONTENT STRATEGY /// Page 14 10. PRIORITIZE OBJECTS This isn’t “order” on the page, but rather importance. Considering we’re not designing the page yet, or have a working layout, we can determine what is most important to least important. Overview content Overview content Overview content Need Case Study Service Need(s) Client Service(s) Case Stud(ies) Need(s) Case Study Service(s) Client Employee(s) Employee(s) Client Service Case Stud(ies) Need(s) Overview content Client
  15. 15. OBJECT-ORIENTED CONTENT STRATEGY /// Page 15 11. ORGANIZE INTO SITEMAP PAGE 
 NUMBER PAGE TITLE PAGE GOAL CONTENT OUTLINE KEY INTERNAL/ EXTERNAL LINS TEMPLATE NOTES OLD PAGES
  16. 16. OBJECT-ORIENTED CONTENT STRATEGY /// Page 16 SOURCES • Object Oriented UX by Sophia Voychehovski
 • Content Audit by GatherContent.com
  17. 17. Rad Kalaf (rad@prpl.rs) /// Tricia D’Antin (tricia@prpl.rs)
 Thanks! PRPL HQ 189 S. Orange Ave., Suite 2020 Orlando, FL 32801 @prplrckscssrs fb.com/prplrckscssrs www.prpl.rs Follow PRPL

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