Jonathon Colman shares advice for creating content that resonates and creates better user experiences in his Delight 2014 presentation. Originally presented at Delight 2014, Oct. 6-7, 2014. http://delight.us/conference

1. © Billy Rowlinson–flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Build BETTERContent

2. © Billy Rowlinson–flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ @jcolmanJonathon ColmanContent Strategy, Facebook

3. © Billy Rowlinson–flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Download these Slides

4. Inspired by…

5. Maria Giudice@mgiudice
Rise of the DEO
© Maria Giudicehttp://www.slideshare.net/hotstudio/the-rise-of-the-deo

6. Maria Giudice@mgiudice
Rise of the DEO
Content is a ProductIan Lurie@portentint
© Maria Giudicehttp://www.slideshare.net/hotstudio/the-rise-of-the-deo
© Ian McKenzie –flickr.com/photos/tubaism/6790098376Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

7. Maria Giudice@mgiudice
Rise of the DEO
Content is a ProductIan Lurie@portentint
Truth and DareJason Mesut@jasonmesut
© Jason Mesuthttp://www.slideshare.net/jasonmesut/truth-and-dare-04
© Maria Giudicehttp://www.slideshare.net/hotstudio/the-rise-of-the-deo
© Ian McKenzie –flickr.com/photos/tubaism/6790098376Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

8. Stand up if
You’re a writer

9. Stand up if
You’re a writer
You’re a builder

10. Stand up if
You’re a writer
You’re a builder
You’re a designer

11. © Thomas Hawk –flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
hey

12. © Thomas Hawk –flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
We should all be standing

13. How we identify ourselves

14. How we identify ourselvesMatters
© Brian Kingsley –flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

15. We work best when we’reOpen and bold
© Brian Kingsley –flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

16. Let’s be open

17. Let’s be open
I’m a content strategist
© Billy Rowlinson–flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

18. Kristina Halvorson
CEO/Founder, Brain trafficCo-author, Content Strategy 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/

19. Rachel Lovinger
Experience Director, 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/

20. Sara Wachter-Boettcher
Content Strategist
Author, Content Everywhere
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/

21. Sara Wachter-Boettcher
Content Strategist
Author, Content Everywhere
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/

22. But isn’t Facebook’s content all user-generated?

23. But isn’t Facebook’s content all user-generated? Nope.
© Jes(mugley) -flickr.com/photos/mugley/2594318333 Creative Commons license: https://creativecommons.org/licenses/by-sa/2.0/

24. © Facebook -http://newsroom.fb.com/news/2014/09/privacy-checkup-is-now-rolling-out/

25. © Facebook -http://newsroom.fb.com/news/2014/06/making-ads-better-and-giving-people-more-control-over-the-ads-they-see/

26. © Facebookhttp://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/

27. Let’s be bold

28. Let’s be bold
content strategy ≠ copywriting
© Simon Greigflickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/

29. Let’s be bold
© Simon Greigflickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/
content strategy ≠ managing writers

30. Let’s be bold
content strategy ≠ content marketing
© Simon Greigflickr.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’s be bold
content strategy = interaction design

32. Let’s be bold
content strategy = user experience
© K@_UX –flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

33. Let’s be bold
content strategy = design thinking
© K@_UX –flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

34. © Dan Saffer/Kicker Studio -kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio

35. © Dan Saffer/Kicker Studio -kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio
This is content

36. © Dan Saffer/Kicker Studio -kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio

37. © Dan Saffer/Kicker Studio -kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio
Content
This is design and
engineering without

38. © Dan Saffer/Kicker Studio -kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio

39. This is content
Strategy
© Dan Saffer/Kicker Studio -kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio

40. Let’s be boldDesign Content as a system
© Bruce Irving -flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
concept: Erin Kissane

41. Let’s be boldDesign Content as a product
© Bruce Irving -flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
concept: Ian Lurie

42. Let’s be boldDesign Content as an experience
© Bruce Irving -flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

43. Not as a campaign
© Enokson-flickr.com/photos/vblibrary/8530583956 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/

44. © Enokson-flickr.com/photos/vblibrary/8579567098 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
…even if you a/b test it

45. Listen:
“Page views aren’t your goal.”
Quote by Michael Powers -http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29
Source: Michael Powers

46. “Your goal isyour goal.”
Quote by Michael Powers -http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29 © BronskiBeat -flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Source: Michael Powers

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 meet our needs
Source: A.H. Maslow

48. 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 meet our needs
Source: A.H. Maslow

49. 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 meet our needs
Source: A.H. Maslow

50. 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 meet our needs
Source: A.H. Maslow

51. 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 meet our needs
Source: A.H. Maslow

52. 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
Great content experiences exceed them
Inspired by: A.H. Maslow, Sarah O’Keefe, Hilary Marsh, Wouter de Bres, and Matt Toback

53. © Skillset.org/Brain Traffic -blog.braintraffic.com/2010/01/behold-the-mighty-hive/ (used with permission)
Content needs collaborationacross teams
Source: Skillset.org/Brain Traffic

54. © 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: Erin Scime/Dopedata.com

55. “Build-Measure-Learn” © Eric Ries/The Lean Startup
measure
Build
Learn
Source: Eric Ries, The Lean Startup
Content is an Experience

56. measure
Build
Learn
Data
Products
Ideas
“Build-Measure-Learn” © Eric Ries/The Lean Startup
Source: Eric Ries, The Lean Startup
that improves with iteration

57. 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
Chart: Dr. Chun Wei Choo
But you can’t be leanwithout learning

58. Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey
But you can’t be leanwithout learning
Single-Loop Learning
Norms
Assumptions
Strategies
Organizational action
Outcomes
Double-Loop Learning
Chart: Dr. Chun Wei Choo

59. © 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

60. Start with the Why
why
“Start with Why” © Simon Sinek, www.startwithwhy.com
Make the world more open and connected
Chart: Simon Sinek

61. Continue with the How
“Start with Why” © Simon Sinek, www.startwithwhy.com
connect with friends, discover the world, share how you want
how
why
Chart: Simon Sinek

62. Then do the What
“Start with Why” © Simon Sinek, www.startwithwhy.com
Design, Engineering, Content, Research, marketing, product…
how
what
why
Chart: Simon Sinek

63. © Facebook –facebook.com/careers
Our core values
Focus on Impact
Be open
Be Bold
Build Social value
Move fast
See why core values matter for content strategy

64. © Facebook –facebook.com/careers
What we
Used to say

65. © Facebook/Analog Research Lab

66. © Facebook/Analog Research Lab

67. © Facebook/Analog Research Lab © Thomas Hawk-flickr.com/photos/thomashawk/9735430146 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/

68. What we’ve
learned

69. © Facebook/Analog Research Lab

70. © Facebook/Analog Research Lab

71. © Facebook/Analog Research Lab

72. © Facebook/Analog Research Lab

73. © Facebook/Analog Research Lab

74. 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-Loop Learning
Chart: Dr. Chun Wei Choo

75. What is
Minimum Viable Content?
Source: Libby Brittain/Sarah O’Keefe

76. Ease of
Use
Craft
Value
© Facebook/Analog Research Lab —Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Quality framework
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri

77. Ease of
Use
Craft
Value
Quality framework
© Facebook/Analog Research Lab —Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri

78. Ease of
Use
Craft
Value
Quality framework
© Facebook/Analog Research Lab —Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri

79. Quality framework
© Facebook/Analog Research Lab —Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Ease of
Use
Craft
Value
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri

80. Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission)
The five planes of user experience

81. where content is seen and used
Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission)

82. Where content is modeled and built
Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission)

83. Where content is proposed and planned
© Jesse James Garret, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission)
Chart: Jesse James Garrett

84. Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission)
WhereContent Strategy
Happens

85. The path from strategy to surface is

86. The path from strategy to surface isNon-Linear
© Daniel Olnes-flickr.com/photos/dno1967b/14785722509 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

87. © Facebook/Content Strategy
Our Content Principles
Use plain language and be concise.

88. Our Content Principles
Use plain language and be concise.
Clearly explain how things work and give people enough info to make good decisions.
© Facebook/Content Strategy

89. Our Content Principles
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

90. Our Voice
© Facebook

91. Does this sound like us?
Error 24601: NegFault Config^n2.1x

92. Does this sound like us?
Error 24601: NegFault Config^n2.1x
LOLz, 404 #YOLO

93. Does this sound like us?
Error 24601: NegFault Config^n2.1x
LOLz, 404 #YOLO
Sorry, there’s a temporary issue with your post. Please try again in a minute.

94. Sorry, there’s a temporary issue with your post. Please try again in a minute.

95. Sorry, there’s a temporary issue with your post. Please try again in a minute.
What happened?

96. Sorry, there’s a temporary issue with your post.Please try again in a minute.
Where did it happen?

97. Sorry, there’s a temporary issue with your post. Please try again in a minute.
What should
I do next?

98. Sorry, there’s a temporary issue with your post. Please try again in a minute.
When?

99. Sorry, there’s a temporary issue with your post. Please try again in a minute.
Oh No! Did I do something wrong?
Great! So it’s OKAY?
How long will all this take?
will I lose my work?

100. Sorry, there’s a temporary issue with your post. Please try again in a minute.
fear
Relief
Impatience
Anxiety

101. 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

102. What I’ve learnedfrom fourproducts
© Kevin O’Mara -flickr.com/photos/kevinomara/6980790993 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

103. Saved
less content ismore difficult
© Facebook -http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/

104. © Facebook -http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
Saved
Don’t get in the way

105. Saved
Make the mostof small spaces
© Facebook -http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/

106. Saved
Re-use patterns
© Facebook -http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/

107. Login
Great contentis invisible
© Facebook -http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/

108. Login
Optimize for clarity
And show examples
© Facebook -http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/

109. Login
Break Apartbig decisions
© Facebook -http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/

110. Anonymous Login
It’s hard to tellwhere design endsand content begins
© Facebook -http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/

111. Anonymous Login
Content leads design,
Design leads content,
Both lead experience
© Facebook -http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/

112. Anonymous Login
Use research toIterate rapidly
© Facebook -http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/

113. Nearby Friends
Empathy is the hardest thing we do every day
© Facebook

114. Nearby Friends
give people ways toopt-in and opt-out
© Facebook

115. Nearby Friends
give people the choice to share how they want
© Facebook

116. Nearby Friends
give more than you take
© Facebook

117. Optional and opt-in
Shows you value upfront
Offers you clear choices
Easy to opt-out
Content Strategy outcomes

118. We plannedforthese experiences
© Jesse James Garret, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission)
Chart: Jesse James Garrett

119. So we couldbuildthem
© Jesse James Garret, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission)
Chart: Jesse James Garrett

120. For peopleto use
© Jesse James Garret, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission)
Chart: Jesse James Garrett

121. Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission)
This is whereContent Strategy
Happens

122. Let’s Stand up for
Value
© Facebook/Analog Research Lab —Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri

123. Let’s Stand up for
Value
Ease of Use
© Facebook/Analog Research Lab —Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri

124. Let’s Stand up for
Value
Ease of Use
Craft
© Facebook/Analog Research Lab —Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri

125. © Facebook/Analog Research Lab
Let’s Stand up for

126. why
how
what
“Start with Why” © Simon Sinek, www.startwithwhy.com
Let’s Stand up for
Startingwith Why
Chart: Simon Sinek

127. © K@_UX –flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ Let’s Stand up forInteraction design

128. © K@_UX –flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ Let’s Stand up forInteraction designUser experience

129. © K@_UX –flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ Let’s Stand up forInteraction designUser experienceDesign thinking

130. Let’s Stand up for
Better content

131. Let’s Stand up for
Better content

132. Let’s Stand up for
Better content

133. Let’s Stand up for
Better content

134. Let’s Stand up for
Better content

135. Let’s Stand up for
Better content

136. Let’s Stand up for
Better content

137. Let’s Stand up for
Better content

138. © Thomas Hawk –flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
hey

139. © Thomas Hawk –flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
We should all be standing

140. © Billy Rowlinson–flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Build BETTERContent

141. © Billy Rowlinson–flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ @jcolmanJonathon ColmanContent Strategy, Facebook

142. © Billy Rowlinson–flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Download these Slides

143. © Billy Rowlinson–flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ 200+ free Content strategy resources

144. Oh, and don’t forget…

145. “Your goal isyour goal.”
Quote by Michael Powers -http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29 © BronskiBeat -flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Source: Michael Powers