SlideShare a Scribd company logo
©	Billy	 Rowlinson – flickr.com/photos/billyrowlinson/3193773937	 				Creative	Commons	license:	https://creativecommons.org/licenses/by/2.0/
Build BETTER
Content
©	Billy	 Rowlinson – flickr.com/photos/billyrowlinson/3193773937	 				Creative	Commons	license:	https://creativecommons.org/licenses/by/2.0/
@jcolman
Jonathon Colman
Content Strategy,Facebook
©	Billy	 Rowlinson – flickr.com/photos/billyrowlinson/3193773937	 				Creative	Commons	license:	https://creativecommons.org/licenses/by/2.0/
Get the full story
bit.ly/fixourshit
Stand up if
You’re a writer
Stand up if
You’re a writer
You’re a builder
Stand up if
You’re a writer
You’re a builder
You’re a researcher
Stand up if
You’re a writer
You’re a builder
You’re a researcher
You’re a designer
©	Thomas	Hawk	– flickr.com/photos/thomashawk/11100543796	 Creative	Commons	license:	https://creativecommons.org/licenses/by-nc/2.0/
hey
©	Thomas	Hawk	– flickr.com/photos/thomashawk/11100543796	 	 Creative	Commons	license:	https://creativecommons.org/licenses/by-nc/2.0/
We should all be standing
How we identifyourselves
How we identifyourselves
Matters
©	Brian	 Kingsley	– flickr.com/photos/canihazit/7924965536	 				Creative	Commons	license:	https://creativecommons.org/licenses/by-nc-nd/2.0/
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/
Let’sbe open
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/
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/
“
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/
“
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/
“
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/
“
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.
“
But isn’t Facebook’scontent
all user-generated?
©	Facebook	- http://newsroom.fb.com/news/2014/11/coming-together-to-fight-ebola/
©	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/
©	Facebook	- http://newsroom.fb.com/news/2014/10/introducing-safety-check/
©	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
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/
©	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
Let’sbe bold
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/
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
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/
©	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
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
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
©	K@_UX	– flickr.com/photos/k2_ux/8447614776					Creative	Commons	license:	https://creativecommons.org/licenses/by-nc-nd/2.0/
intertwingled
intertwingled
©	Dan	Saffer/Kicker	Studio	- kickerstudio.com/2008/12/the-disciplines-of-user-experience/	 (used	with	permission)
Source: DanSaffer/KickerStudio
©	Dan	Saffer/Kicker	Studio	- kickerstudio.com/2008/12/the-disciplines-of-user-experience/	 (used	with	permission)
This is content
Source: DanSaffer/KickerStudio
©	Dan	Saffer/Kicker	Studio	- kickerstudio.com/2008/12/the-disciplines-of-user-experience/	 (used	with	permission)
Source: DanSaffer/KickerStudio
©	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
©	Dan	Saffer/Kicker	Studio	- kickerstudio.com/2008/12/the-disciplines-of-user-experience/	 (used	with	permission)
Source: DanSaffer/KickerStudio
This is content
Strategy
©	Dan	Saffer/Kicker	Studio	- kickerstudio.com/2008/12/the-disciplines-of-user-experience/	 (used	with	permission)
Source: DanSaffer/KickerStudio
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
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
Let’sbe bold
©	Bruce	Irving	- flickr.com/photos/flyingsinger/86898565	 				Creative	Commons	license:	https://creativecommons.org/licenses/by/2.0/
Design contentas an
Experience
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
“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
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
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
©	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
©	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
“Build-Measure-Learn”	©	Eric	Ries/The	 Lean	Startup
measure
Build
Learn
Source: Eric Ries,TheLeanStartup
Content is an
Experience
measure
Build
Learn
Data
ProductsIdeas
“Build-Measure-Learn”	©	Eric	Ries/The	 Lean	Startup
that improves
with iteration
Source: Eric Ries,TheLeanStartup
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
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
©	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
Start with theWhy
why
“Start	with	Why”	©	Simon	Sinek,	www.startwithwhy.com
Chart: SimonSinek
Make the world
more openand
connected
Continuewith theHow
“Start	with	Why”	©	Simon	Sinek,	www.startwithwhy.com
connectwith friends,
discover theworld,
sharehow youwant
how
why
Chart: SimonSinek
Then do theWhat
“Start	with	Why”	©	Simon	Sinek,	www.startwithwhy.com
Design, Engineering,
Content, Research,
marketing, product…
how
what
why
Chart: SimonSinek
©	Facebook	– facebook.com/careers
Ourcorevalues
Focuson Impact
Be open
Be Bold
Build Social value
Move fast
Seewhy core values matter
for your contentstrategy
©	Facebook	– facebook.com/careers
Whatwe
Used to say
©	Facebook/Analog	Research	Lab
©	Facebook/Analog	Research	Lab
©	Facebook/Analog	Research	Lab																																																		©	Thomas	Hawk - flickr.com/photos/thomashawk/9735430146	 				Creative	Commons	license:	https://creativecommons.org/licenses/by-nc/2.0/
Whatwe’ve
learned
©	Facebook/Analog	Research	Lab
©	Facebook/Analog	Research	Lab
©	Facebook/Analog	Research	Lab
©	Facebook/Analog	Research	Lab
©	Facebook/Analog	Research	Lab
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
What is
MinimumViable
Content?
Source: Libby Brittain/SarahO’Keefe
Ease of
Use
CraftValue
©	Facebook/Analog	Research	Lab	— Russ	Maschmeyer,	Julie	Zhuo,	and	Adam	Mosseri
Quality framework
Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
Ease of
Use
CraftValue
Quality framework
©	Facebook/Analog	Research	Lab	— Russ	Maschmeyer,	Julie	Zhuo,	and	Adam	Mosseri
Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
Ease of
Use
CraftValue
Quality framework
©	Facebook/Analog	Research	Lab	— Russ	Maschmeyer,	Julie	Zhuo,	and	Adam	Mosseri
Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
Quality framework
©	Facebook/Analog	Research	Lab	— Russ	Maschmeyer,	Julie	Zhuo,	and	Adam	Mosseri
Ease of
Use
CraftValue
Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
Chart: JesseJamesGarrett
©	Jesse	James	Garrett,	The	Elements	of	User	Experience	- http://www.jjg.net/elements/	 (used	with	permission)
The five planes of
userexperience
where content is
seenand used
©	Jesse	James	Garrett,	The	Elements	of	User	Experience	- http://www.jjg.net/elements/	 (used	with	permission)
Chart: JesseJamesGarrett
Where content is
modeledand built
©	Jesse	James	Garrett,	The	Elements	of	User	Experience	- http://www.jjg.net/elements/	 (used	with	permission)
Chart: JesseJamesGarrett
Where content is
proposed and planned
©	Jesse	James	Garrett,	The	Elements	of	User	Experience	- http://www.jjg.net/elements/	 (used	with	permission)
Chart: JesseJamesGarrett
©	Jesse	James	Garrett,	The	Elements	of	User	Experience	- http://www.jjg.net/elements/	 (used	with	permission)
Where
Content Strategy
Happens
Chart: JesseJamesGarrett
The path fromstrategy tosurface is
The path fromstrategy tosurface is
Non-Linear
©	Daniel	Olnes - flickr.com/photos/dno1967b/14785722509	 				Creative	Commons	license:	https://creativecommons.org/licenses/by/2.0/
©	Facebook/Content	Strategy
OurContentPrinciples
Use	plain	language	and	be	
concise.
OurContentPrinciples
Use	plain	language	and	be	
concise.
Clearly	explain	how	things	
work	and	give	people	enough	
info	to	make	good	decisions.
©	Facebook/Content	Strategy
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
Does this sound like us?
Error24601:Neg FaultConfig ^n2.1x
Does this sound like us?
Error24601:Neg FaultConfig ^n2.1x
LOLz,404 #YOLO
Does this sound like us?
Error24601:Neg FaultConfig ^n2.1x
LOLz,404 #YOLO
Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
Whathappened?
Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
Where did it happen?
Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
Whatshould
I do next?
Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
When?
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?
Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
fear
Relief Impatience
Anxiety
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
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/
Saved
Less is more difficult
©	Facebook	- http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
©	Facebook	- http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
Saved
Don’t getin the way
Saved
Make the most
of small spaces
©	Facebook	- http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
Login
The best content
is invisible
©	Facebook	- http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
Login
show examples,
not concepts
©	Facebook	- http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
Login
Break Apart
bigdecisions
©	Facebook	- http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
Nearby Friends
Empathyis hard
©	Facebook
Nearby Friends
Let people opt-in
©	Facebook
Nearby Friends
give them control
©	Facebook
Optional and opt-in
Shows you value upfront
Offers you clearchoices
Easy to opt-out
ContentStrategy outcomes
We plannedfor
these experiences
©	Jesse	James	Garrett,	The	Elements	of	User	Experience	- http://www.jjg.net/elements/	 (used	with	permission)
Chart: JesseJamesGarrett
So we could
buildthem
©	Jesse	James	Garrett,	The	Elements	of	User	Experience	- http://www.jjg.net/elements/	 (used	with	permission)
Chart: JesseJamesGarrett
Forpeople
to use
©	Jesse	James	Garrett,	The	Elements	of	User	Experience	- http://www.jjg.net/elements/	 (used	with	permission)
Chart: JesseJamesGarrett
©	Jesse	James	Garrett,	The	Elements	of	User	Experience	- http://www.jjg.net/elements/	 (used	with	permission)
This is where
Content Strategy
Happens
Chart: JesseJamesGarrett
Let’sStand upfor
Value
©	Facebook/Analog	Research	Lab	— Russ	Maschmeyer,	Julie	Zhuo,	and	Adam	Mosseri
Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
Let’sStand upfor
Value
Easeof Use
©	Facebook/Analog	Research	Lab	— Russ	Maschmeyer,	Julie	Zhuo,	and	Adam	Mosseri
Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
Let’sStand upfor
Value
Easeof Use
Craft
©	Facebook/Analog	Research	Lab	— Russ	Maschmeyer,	Julie	Zhuo,	and	Adam	Mosseri
Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
©	Facebook/Analog	Research	Lab
Let’sStand upfor
why
how
what
“Start	with	Why”	©	Simon	Sinek,	www.startwithwhy.com
Let’sStand upfor
Starting
with Why
Chart: SimonSinek
©	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
©	K@_UX	– flickr.com/photos/k2_ux/8447614776					Creative	Commons	license:	https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’sStand upfor
Intertwingling
Let’sStand upfor
Better content
Let’sStand upfor
Better content
Let’sStand upfor
Better content
Let’sStand upfor
Better content
Let’sStand upfor
Better content
Let’sStand upfor
Better content
Let’sStand upfor
Better content
Let’sStand upfor
Better content
©	Thomas	Hawk	– flickr.com/photos/thomashawk/11100543796	 Creative	Commons	license:	https://creativecommons.org/licenses/by-nc/2.0/
hey
©	Thomas	Hawk	– flickr.com/photos/thomashawk/11100543796	 	 Creative	Commons	license:	https://creativecommons.org/licenses/by-nc/2.0/
We should all be standing
©	Billy	 Rowlinson – flickr.com/photos/billyrowlinson/3193773937	 				Creative	Commons	license:	https://creativecommons.org/licenses/by/2.0/
Build BETTER
Content
©	Billy	 Rowlinson – flickr.com/photos/billyrowlinson/3193773937	 				Creative	Commons	license:	https://creativecommons.org/licenses/by/2.0/
@jcolman
Jonathon Colman
Content Strategy,Facebook
©	Billy	 Rowlinson – flickr.com/photos/billyrowlinson/3193773937	 				Creative	Commons	license:	https://creativecommons.org/licenses/by/2.0/
Get the full story
bit.ly/fixourshit
©	Billy	 Rowlinson – flickr.com/photos/billyrowlinson/3193773937	 				Creative	Commons	license:	https://creativecommons.org/licenses/by/2.0/
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