This document provides an overview of digital content and the content creation process. It defines content as the substance or information within a digital product, including text, images, video, and more. It describes the different roles involved in content strategy, governance, production, and marketing. The document also outlines how content has become more important in the digital product development process, with an emphasis on strategy, concept, and delivery rather than just adding words after building pages.
Sure, you could do a lot of guesswork at the beginning of a website design project. Let’s build a template and throw in some placeholders, and see what becomes of it! Only to discover when the text and media come rolling in from your content creators that half the template needs to be rebuilt, and the menu structure you had in mind was way off-base.
This happens a lot, costing everyone involved valuable time and energy — especially you. Learn how to put content first in the sequence of design steps.
This talk will cover:
- Defining your audience and goals
- How to convince your client to provide content in a timely fashion
- Understanding, organizing, and prioritizing content
- Brainstorming ideas for optimal site and page structure
Are your words working? Creating and sustaining a content-focused research pr...UXDXConf
Your content team needs to be confident which specific words and phrases are resonating with your audience. And wouldn’t it be ideal to learn which words work before you launch your project or product? In this energizing, hands-on session, you’ll learn methods and tools for objectively evaluating how your customers are reacting to your writing—and most importantly, why they’re responding the way they are.
This is not “regular” UX research with prototypes of both content and visual design. It’s content-only research that helps you pinpoint the just-right words for successful, friction-free user experiences and stronger business results.
This presentation was delivered as part of incubation program training to the Digital Incubation Center (DIC), Ministry of Information & Communication in Qatar. The attendees learned to design an engaging presentation, create an effective pitch and prepare to answer Q & A from the competition judges.
It’s all too easy for organisations to get caught up in the shinier, glitzier realms of the content world – viral campaigns, social media outreach, custom publishing, slick video production, and more. So many ideas! So many opportunities!
But what about the basics? How about a strategic approach that focuses on getting the fundamentals right before embarking on complex creative campaigns?
Positioning content strategy and planning solely as a marketing function can lead to misplaced priorities, allowing certain fundamentals to slip through the cracks and cause trouble later on. The pressure on the customer support team keeps rising, and internal workflow breaks down… and no-one can quite figure out why.
In this session we consider what we might be neglecting in our rush to be exciting and trendy. We explore the content essentials, and look at how an organisation can manage and plan for them.
I presented this as a webinar for Data Conversion Laboratory on 10 December 2014 (http://www.dclab.com/webinars/back-to-basics-getting-the-content-essentials-right).
Please get in touch if you'd like me to give this or a similar talk in-house at your organisation.
Designing an Effective Content Measurement StrategyMichael Powers
You have access to more data than ever before, but is it making your content better? To make measurement work for you, you need an effective measurement strategy. This session will walk you through the creation of an effective measurement strategy that supports your existing content strategy.
Learn how to generate content ideas for your business and set an effective content marketing strategy from Darla Brown, TKG.com's content marketing strategist.
Sure, you could do a lot of guesswork at the beginning of a website design project. Let’s build a template and throw in some placeholders, and see what becomes of it! Only to discover when the text and media come rolling in from your content creators that half the template needs to be rebuilt, and the menu structure you had in mind was way off-base.
This happens a lot, costing everyone involved valuable time and energy — especially you. Learn how to put content first in the sequence of design steps.
This talk will cover:
- Defining your audience and goals
- How to convince your client to provide content in a timely fashion
- Understanding, organizing, and prioritizing content
- Brainstorming ideas for optimal site and page structure
Are your words working? Creating and sustaining a content-focused research pr...UXDXConf
Your content team needs to be confident which specific words and phrases are resonating with your audience. And wouldn’t it be ideal to learn which words work before you launch your project or product? In this energizing, hands-on session, you’ll learn methods and tools for objectively evaluating how your customers are reacting to your writing—and most importantly, why they’re responding the way they are.
This is not “regular” UX research with prototypes of both content and visual design. It’s content-only research that helps you pinpoint the just-right words for successful, friction-free user experiences and stronger business results.
This presentation was delivered as part of incubation program training to the Digital Incubation Center (DIC), Ministry of Information & Communication in Qatar. The attendees learned to design an engaging presentation, create an effective pitch and prepare to answer Q & A from the competition judges.
It’s all too easy for organisations to get caught up in the shinier, glitzier realms of the content world – viral campaigns, social media outreach, custom publishing, slick video production, and more. So many ideas! So many opportunities!
But what about the basics? How about a strategic approach that focuses on getting the fundamentals right before embarking on complex creative campaigns?
Positioning content strategy and planning solely as a marketing function can lead to misplaced priorities, allowing certain fundamentals to slip through the cracks and cause trouble later on. The pressure on the customer support team keeps rising, and internal workflow breaks down… and no-one can quite figure out why.
In this session we consider what we might be neglecting in our rush to be exciting and trendy. We explore the content essentials, and look at how an organisation can manage and plan for them.
I presented this as a webinar for Data Conversion Laboratory on 10 December 2014 (http://www.dclab.com/webinars/back-to-basics-getting-the-content-essentials-right).
Please get in touch if you'd like me to give this or a similar talk in-house at your organisation.
Designing an Effective Content Measurement StrategyMichael Powers
You have access to more data than ever before, but is it making your content better? To make measurement work for you, you need an effective measurement strategy. This session will walk you through the creation of an effective measurement strategy that supports your existing content strategy.
Learn how to generate content ideas for your business and set an effective content marketing strategy from Darla Brown, TKG.com's content marketing strategist.
ion's monthly webinar for February 2015: Get the real-world, behind-the-scenes insight you need to produce interactive content - the tools, the milestones, the skills, and the timelines.
As a culture, we love to see how things are created, whether that’s a movie or a snack or a song (think VH1’s Behind The Music or Food Network’s Unwrapped). It fascinates us to see what backstage secrets go into the final product. So have you ever wondered what it really takes to bring interactive content to life?
We go behind the scenes on two real interactive content launches—a “Static to Interactive” white paper and an “Interactive First” infographic—and give you insight into how you can produce interactive content of your own.
A content strategy...
is not a single solution or a single deliverable
It is a detailed process and an aggressive mindset
It is a continual process of improvement, focused on the use of content and content messaging and focus to achieve strategic organizational goals
If you're in tune with the realization that the content that you market for your business is constantly evolving - you're practicing Content Strategy
Digital Strategy and Online Marketing - How To Become The Ultimate Brand Auth...Doyle Buehler
How To Become The Ultimate Brand Authority Online - The Digital Leadership Training Series with Doyle Buehler
Want to build and create a compelling competitive online brand presence using your existing digital assets with a remarkable digital strategy? This webinar series is designed to help you understand what your audience is looking for, and how to improve and create the ultimate online brand experience to drive sales and leads.
Every business online is different, yet there are some key fundamentals and tools that will assist you in creating a digital ecosystem that keeps your audience educated and entertained and more importantly, interested in what you do and how you do it. If you can’t deliver a valuable brand experience, you’re only 1 click away from them leaving you, forever.
Based upon Doyle Buehler's award winning digital leadership and online strategy framework, this Online Brand Authority Webinar series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together - strategy, social media, branding, websites, sales funnel, landing pages, content, advertising, SEO etc. It will show you exactly how to overcome the clutter of online, get clarity on what is really important, and become the digital leader and brand authority in your industry.
Specifically designed to complement what you are already doing online to build your brand authority, you will get a step-by-step understanding over 2 webinars that kicks your complete online platform into high gear, with the tools and knowledge to really make things happen for your brand.
Here is the 2 part break down of the Building Brand Authority Webinars:
Webinar 1 - Rocking Your Digital Ecosystem
Learn the 7 Disciplines of digital leadership for a successful online presence
Create a digital strategy framework that connects your value with the needs of your online audience
How to master your content and develop your voice online to deliver your core value
Webinar 2 - Integrating and Escalating Your Kick-ass Online Platform
How to connect and re-align your website across your entire online platform
What you actually need for a working, qualifying, sales and leads funnel
Creating influence beyond your immediate reach through focussed advertising and analytics
The ultimate goal is that you will gain incredible clarity of what you need to be doing online to maximise your Brand Authority, and how to put all of your digital ecosystem pieces together, to work FOR you.
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Joe Pulizzi
A presentation from Joe Pulizzi (Junta42) and Kristina Halvorson (Brain Traffic) on February 6, 2009 Online Marketing Summit in San Diego.
The presentation goes into detail about why marketers have to develop a publishing mindset, why web content strategy is so difficult, and what you can do now to create an effective content strategy and plan within your own organization.
How to build a website - Coast & Country Housing's Digital JourneyEsme Trelease
This week, I was invited to speak at an event at which I described the monumental journey that I undertook during my time as Head of Communications at Coast & Country Housing. From recruiting a team and re-branding to fixing the intranet and website. My fabulous team and I did it all - in less than 12 months. Thanks to the support of Press Ahead and VerseOne, this presentation focusses on Coast & Country's digital journey.
If your organization is online, you need to have and use a content strategy. This presentation outlines what content strategy is and what content strategists do.
Is content marketing giving you a hard time? Follow these actionable tips to create, repurpose, and distribute engaging content for your website, blog, and social media channels.
Girl Develop It: Introduction to Content Strategy 2016David Dylan Thomas
An updated version of my Introduction to Content Strategy class for Girl Develop It Philly given over two nights (2/9 and 2/11) but combined into one deck here.
If you work with services, whether in technology, physical or human services, this talk will give you a high level understanding of the Service Design process and how you can use simple tools to find a problem worth solving, and solve it well.
Note: If you are an experienced service designer you may find the content fairly high level :)
The Content Conundrum 2 People: How to Structure Your Content Team 3 Process: How to Define A Process That Works What You’ll Learn Today 4 Tools: Find The Right
Limited Resources (mo’ time, mo’ money, mo’ people)
Conundrum Demand for More Content Blogs eBooks White Papers Video Case Studies Sales Enablement Webinars
How do you cut through the clutter? How do you get in front of your audience? How do you hold their attention?
What is a 10x Content Marketer? Someone who is productive and on target with your goals. To be a 10x content marketer you must create, manage and optimize ridiculously good content in a consistent and repeatable way.
This come down to three things. (In that order.) People Process Tools
Disclaimer: You Already Kinda Know What You’re Doing Before worrying about but process… Understand buyer personas Document strategy and goals Align w/ Buyer Journey Align with Lead Gen Offers Align with Corp. Calendar
People
How to Structure Your Content Team
Process
Establishing a Process Organizational Process (the big picture) Core Content Activities Evaluate Content/Business Goals
A Simple Process Plan Create Publish Promote Analyze Adapt
A Less Simple Process
The Content Cycle Creation Content Experience Publishing Promotion & Distribution Measure & Learn
The Functional Process Behind It Creation Content Experience Publishing Promotion & Distribution Measure & Learn Content Brainstorm Editorial Calendar / Timelines Drafts Submitted Edit & Format Design / Experience Schedule to Publish
Creation Content Experience Publishing Promotion & Distribution Measure & Learn How do we make this more efficient? Content Brainstorm Editorial Calendar / Timelines Drafts Submitted Edit & Format Design / Experience Schedule to Publish The Functional Process Behind It
Rapid Prototyping (Quickly and easily get feedback on a content idea.) Social Media Talk to your team Talk to a customer Start small (i.e. blog post, then eBook) Making Process Better
Parallel Processes Making Process Better Content Brainstorm Editorial Calendar / Timelines Drafts Submitted Edit & Format Design / Experience Schedule to Publish
Design / Experience Schedule to Publish
Make Meetings Better Define your purpose Set a time limit Stand up! Invite the right people Making Process Better
BREAKFAST The chicken was involved. The pig was committed. Invite committed people to your meetings. (h/t @ksgreen) Making Process Better
Consistent Drip of Ideas Editing / Proofreading Repurpose Content ! Video to Audio ! Roundups ! Slides / Infographics ! Articles to eBooks (vice versa) ! Update existing content (Moz example) More Tips for Faster Content Creation
Tips For Optimizing The Content Experience First thing is first.. What are your goals. Lead Generation Great content isn’t enough. You need room within the content process to optimize the experience for lead capture.
How to prepare for a more efficient content marketing 2014? Vendemore, the leader in targeted digital B2B marketing and Feverpitch, not an agency - but a lead factory. A pragmatic one stop-shop for content marketing, invited Vendemore customers to a workshop on Content Marketing. This is the presentation that kick-started the workshop.
Here I show a way to visualize the most important question "How shall we make money?" and communicate it within the company to align coworkers and products.
I use the "How" as a starting point for understanding what needs to be developed.
This way we reach a 2-way communication between CEO and value builders.
My keynote from the UX South Africa 2014 conference in Cape Town, South Africa
It's a look at the state of play including:
- It's still easy to find poor website UX in South Africa
- Informing digital strategy by making and launching things
- Problems that executives of traditionally non-digital companies face as software slowly eats the word - and some solutions: Proactive research, digital product management, agile...
- Some of the skills and talents that unicorn UX designers need to have
Content is Design, Design is Content – How To Design For User ExperienceRobert Weller
Do you sometimes wonder why your content doesn’t have the desired effect on your audience? Or why some content spreads virally when you wouldn’t expect it to? Do you know what the most important factors to success are?
I answered some of these questions in my "Content Design" Webinar.
What's inside:
✓ How to create content that is both useful to your audience and your business
✓ How the typical user experience design process works
✓ What Aristotle has to do with content marketing
I used this SlideDeck for my GoToWebinar session on February, 22nd 2018; available on-demand via https://bit.ly/Recording-Content-Design
Palestra ministrada em 01/2014 na cidade de Cusco no Perú, na Drupal Picchu 2014, pelo gerente de tecnologia da Just Digital, João Paulo Seregatte que substituiu o Rafael Cichini, que não pode comparecer no dia da palestra.
A palestra abordou a importância do planejamento em projetos de CMS (Content Management System / Gestão de Conteúdo).
Vídeo da palestra disponível em https://youtu.be/KBCxgsC258E
ion's monthly webinar for February 2015: Get the real-world, behind-the-scenes insight you need to produce interactive content - the tools, the milestones, the skills, and the timelines.
As a culture, we love to see how things are created, whether that’s a movie or a snack or a song (think VH1’s Behind The Music or Food Network’s Unwrapped). It fascinates us to see what backstage secrets go into the final product. So have you ever wondered what it really takes to bring interactive content to life?
We go behind the scenes on two real interactive content launches—a “Static to Interactive” white paper and an “Interactive First” infographic—and give you insight into how you can produce interactive content of your own.
A content strategy...
is not a single solution or a single deliverable
It is a detailed process and an aggressive mindset
It is a continual process of improvement, focused on the use of content and content messaging and focus to achieve strategic organizational goals
If you're in tune with the realization that the content that you market for your business is constantly evolving - you're practicing Content Strategy
Digital Strategy and Online Marketing - How To Become The Ultimate Brand Auth...Doyle Buehler
How To Become The Ultimate Brand Authority Online - The Digital Leadership Training Series with Doyle Buehler
Want to build and create a compelling competitive online brand presence using your existing digital assets with a remarkable digital strategy? This webinar series is designed to help you understand what your audience is looking for, and how to improve and create the ultimate online brand experience to drive sales and leads.
Every business online is different, yet there are some key fundamentals and tools that will assist you in creating a digital ecosystem that keeps your audience educated and entertained and more importantly, interested in what you do and how you do it. If you can’t deliver a valuable brand experience, you’re only 1 click away from them leaving you, forever.
Based upon Doyle Buehler's award winning digital leadership and online strategy framework, this Online Brand Authority Webinar series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together - strategy, social media, branding, websites, sales funnel, landing pages, content, advertising, SEO etc. It will show you exactly how to overcome the clutter of online, get clarity on what is really important, and become the digital leader and brand authority in your industry.
Specifically designed to complement what you are already doing online to build your brand authority, you will get a step-by-step understanding over 2 webinars that kicks your complete online platform into high gear, with the tools and knowledge to really make things happen for your brand.
Here is the 2 part break down of the Building Brand Authority Webinars:
Webinar 1 - Rocking Your Digital Ecosystem
Learn the 7 Disciplines of digital leadership for a successful online presence
Create a digital strategy framework that connects your value with the needs of your online audience
How to master your content and develop your voice online to deliver your core value
Webinar 2 - Integrating and Escalating Your Kick-ass Online Platform
How to connect and re-align your website across your entire online platform
What you actually need for a working, qualifying, sales and leads funnel
Creating influence beyond your immediate reach through focussed advertising and analytics
The ultimate goal is that you will gain incredible clarity of what you need to be doing online to maximise your Brand Authority, and how to put all of your digital ecosystem pieces together, to work FOR you.
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Joe Pulizzi
A presentation from Joe Pulizzi (Junta42) and Kristina Halvorson (Brain Traffic) on February 6, 2009 Online Marketing Summit in San Diego.
The presentation goes into detail about why marketers have to develop a publishing mindset, why web content strategy is so difficult, and what you can do now to create an effective content strategy and plan within your own organization.
How to build a website - Coast & Country Housing's Digital JourneyEsme Trelease
This week, I was invited to speak at an event at which I described the monumental journey that I undertook during my time as Head of Communications at Coast & Country Housing. From recruiting a team and re-branding to fixing the intranet and website. My fabulous team and I did it all - in less than 12 months. Thanks to the support of Press Ahead and VerseOne, this presentation focusses on Coast & Country's digital journey.
If your organization is online, you need to have and use a content strategy. This presentation outlines what content strategy is and what content strategists do.
Is content marketing giving you a hard time? Follow these actionable tips to create, repurpose, and distribute engaging content for your website, blog, and social media channels.
Girl Develop It: Introduction to Content Strategy 2016David Dylan Thomas
An updated version of my Introduction to Content Strategy class for Girl Develop It Philly given over two nights (2/9 and 2/11) but combined into one deck here.
If you work with services, whether in technology, physical or human services, this talk will give you a high level understanding of the Service Design process and how you can use simple tools to find a problem worth solving, and solve it well.
Note: If you are an experienced service designer you may find the content fairly high level :)
The Content Conundrum 2 People: How to Structure Your Content Team 3 Process: How to Define A Process That Works What You’ll Learn Today 4 Tools: Find The Right
Limited Resources (mo’ time, mo’ money, mo’ people)
Conundrum Demand for More Content Blogs eBooks White Papers Video Case Studies Sales Enablement Webinars
How do you cut through the clutter? How do you get in front of your audience? How do you hold their attention?
What is a 10x Content Marketer? Someone who is productive and on target with your goals. To be a 10x content marketer you must create, manage and optimize ridiculously good content in a consistent and repeatable way.
This come down to three things. (In that order.) People Process Tools
Disclaimer: You Already Kinda Know What You’re Doing Before worrying about but process… Understand buyer personas Document strategy and goals Align w/ Buyer Journey Align with Lead Gen Offers Align with Corp. Calendar
People
How to Structure Your Content Team
Process
Establishing a Process Organizational Process (the big picture) Core Content Activities Evaluate Content/Business Goals
A Simple Process Plan Create Publish Promote Analyze Adapt
A Less Simple Process
The Content Cycle Creation Content Experience Publishing Promotion & Distribution Measure & Learn
The Functional Process Behind It Creation Content Experience Publishing Promotion & Distribution Measure & Learn Content Brainstorm Editorial Calendar / Timelines Drafts Submitted Edit & Format Design / Experience Schedule to Publish
Creation Content Experience Publishing Promotion & Distribution Measure & Learn How do we make this more efficient? Content Brainstorm Editorial Calendar / Timelines Drafts Submitted Edit & Format Design / Experience Schedule to Publish The Functional Process Behind It
Rapid Prototyping (Quickly and easily get feedback on a content idea.) Social Media Talk to your team Talk to a customer Start small (i.e. blog post, then eBook) Making Process Better
Parallel Processes Making Process Better Content Brainstorm Editorial Calendar / Timelines Drafts Submitted Edit & Format Design / Experience Schedule to Publish
Design / Experience Schedule to Publish
Make Meetings Better Define your purpose Set a time limit Stand up! Invite the right people Making Process Better
BREAKFAST The chicken was involved. The pig was committed. Invite committed people to your meetings. (h/t @ksgreen) Making Process Better
Consistent Drip of Ideas Editing / Proofreading Repurpose Content ! Video to Audio ! Roundups ! Slides / Infographics ! Articles to eBooks (vice versa) ! Update existing content (Moz example) More Tips for Faster Content Creation
Tips For Optimizing The Content Experience First thing is first.. What are your goals. Lead Generation Great content isn’t enough. You need room within the content process to optimize the experience for lead capture.
How to prepare for a more efficient content marketing 2014? Vendemore, the leader in targeted digital B2B marketing and Feverpitch, not an agency - but a lead factory. A pragmatic one stop-shop for content marketing, invited Vendemore customers to a workshop on Content Marketing. This is the presentation that kick-started the workshop.
Here I show a way to visualize the most important question "How shall we make money?" and communicate it within the company to align coworkers and products.
I use the "How" as a starting point for understanding what needs to be developed.
This way we reach a 2-way communication between CEO and value builders.
My keynote from the UX South Africa 2014 conference in Cape Town, South Africa
It's a look at the state of play including:
- It's still easy to find poor website UX in South Africa
- Informing digital strategy by making and launching things
- Problems that executives of traditionally non-digital companies face as software slowly eats the word - and some solutions: Proactive research, digital product management, agile...
- Some of the skills and talents that unicorn UX designers need to have
Content is Design, Design is Content – How To Design For User ExperienceRobert Weller
Do you sometimes wonder why your content doesn’t have the desired effect on your audience? Or why some content spreads virally when you wouldn’t expect it to? Do you know what the most important factors to success are?
I answered some of these questions in my "Content Design" Webinar.
What's inside:
✓ How to create content that is both useful to your audience and your business
✓ How the typical user experience design process works
✓ What Aristotle has to do with content marketing
I used this SlideDeck for my GoToWebinar session on February, 22nd 2018; available on-demand via https://bit.ly/Recording-Content-Design
Palestra ministrada em 01/2014 na cidade de Cusco no Perú, na Drupal Picchu 2014, pelo gerente de tecnologia da Just Digital, João Paulo Seregatte que substituiu o Rafael Cichini, que não pode comparecer no dia da palestra.
A palestra abordou a importância do planejamento em projetos de CMS (Content Management System / Gestão de Conteúdo).
Vídeo da palestra disponível em https://youtu.be/KBCxgsC258E
New Explore Careers and College Majors 2024.pdfDr. Mary Askew
Explore Careers and College Majors is a new online, interactive, self-guided career, major and college planning system.
The career system works on all devices!
For more Information, go to https://bit.ly/3SW5w8W
NIDM (National Institute Of Digital Marketing) Bangalore Is One Of The Leading & best Digital Marketing Institute In Bangalore, India And We Have Brand Value For The Quality Of Education Which We Provide.
www.nidmindia.com
The Impact of Artificial Intelligence on Modern Society.pdfssuser3e63fc
Just a game Assignment 3
1. What has made Louis Vuitton's business model successful in the Japanese luxury market?
2. What are the opportunities and challenges for Louis Vuitton in Japan?
3. What are the specifics of the Japanese fashion luxury market?
4. How did Louis Vuitton enter into the Japanese market originally? What were the other entry strategies it adopted later to strengthen its presence?
5. Will Louis Vuitton have any new challenges arise due to the global financial crisis? How does it overcome the new challenges?Assignment 3
1. What has made Louis Vuitton's business model successful in the Japanese luxury market?
2. What are the opportunities and challenges for Louis Vuitton in Japan?
3. What are the specifics of the Japanese fashion luxury market?
4. How did Louis Vuitton enter into the Japanese market originally? What were the other entry strategies it adopted later to strengthen its presence?
5. Will Louis Vuitton have any new challenges arise due to the global financial crisis? How does it overcome the new challenges?Assignment 3
1. What has made Louis Vuitton's business model successful in the Japanese luxury market?
2. What are the opportunities and challenges for Louis Vuitton in Japan?
3. What are the specifics of the Japanese fashion luxury market?
4. How did Louis Vuitton enter into the Japanese market originally? What were the other entry strategies it adopted later to strengthen its presence?
5. Will Louis Vuitton have any new challenges arise due to the global financial crisis? How does it overcome the new challenges?
6. Someone who can answer questions like:
• Is there a better word for this?
• Can you write me a little blurb to fit
in this box?
• Does the full-stop go inside or
outside the quote mark?
16. Copywriting, video production
Video production
IB copy
Content strategy, copywriting,
video production
Content strategy, copywriting,
photography, wife replacement
Copywriting, social, audio
- Dedicated content project
- Speed & Service video production, copywriting
40. As a result, content now plays a key role in the strategic,
creative and delivery phases of a project
41. which means we now get to:
* help clients understand it
* think about it
* plan for it
* conceptualise it
* write it
* shoot it
* make it
* manage it
42. so if it isn’t new, why do we need a
content team?
43.
44. (But there are also some more specialised parts of the
discipline that we haven’t been doing...)
Plus, content roles are becoming the norm
47. Content and development collaboration is probably the least grey.
Opportunities to work together include :
• SEO
• CMS (selection, admin interface, governance)
• Responsive content
• Data modeling (which data)
• Content delivery
48. a famous man once said ‘design
is content is design’
49. Content is often expressed visually (photography, video), which is why
there’s a natural link to design
50. Design is predominantly focused on the style, and how it supports the
subject matter or brings it to life:
* What is the visual tone / mood?
* What is the aesthetic? How does it work with client V.I?
* What is appropriate stylistically?
* How might the content work with other visual elements
on the page, site, app, etc
51. Content is predominantly focused on substance and structure..
* What is the theme / message?
* Where is the substance / meaning?
* What is the narrative. Where does the story start, how
does it move?
* What is the tone, language of the content?
* How does it work with other content on the page, app,
site, etc ?
* How does it work with/complement strategy
(business/digital)?
52. the key is neither works without the other, which is
why :
Substance StyleAwesome
53. and access to and delivery of content is just as
important :
Design &
UX
Content
Dev
Win
60. We’ve chunked our content offering into 4 parts:
Strategy Governance Production Marketing
61. What is Content Strategy?
Content strategy plans for the creation, delivery, and
governance of useful, usable content.
62. What is Content Strategy?
it’s asking and answering these questions :
• what sort of content is appropriate?
• where do we get it from?
• how much do we need?
• how is it structured or prioritised?
• how is it displayed?
• how will we measure its success?
63. What is Content Strategy?
It’s the difference between :
‘we need some content’
and
‘what sort of content do we need’
64. What is Content Governance?
Content Governance is about planning. It’s about
establishing process, rules, tools, people and anything
else that helps the client manage content over time
It’s the piece of the content puzzle that often gets
neglected.....until after a digital property has been
launched and the content falls to pieces
It’s as much to do with the people as the process that
need to be completed...
71. in the “good” old days process looked like this:
Publish it to thePublish it to the
interwebsinterwebs
Draw a homepage,Draw a homepage,
with some boxeswith some boxes
Build the pages andBuild the pages and
some boxessome boxes
Slap some wordsSlap some words
into the boxesinto the boxes
Think aboutThink about
boxesboxes
Draw some otherDraw some other
pages, and somepages, and some
more boxesmore boxes
75. But these days our process has changed. And a
‘concept’ is a digital idea that is established on the back
of strategic insight, business intent and user needs.
76. So our process is starting to look a little more like this :
Strategy Concept Delivery
SMT
Produc
er
Concept
Team
Produc
er
Strateg
y
Guide
Full Project
Team
Produc
er
Critters
Made up of design, UX, development
and content peeps
Critters
Maddie
We can start by getting the obvious out of the way. It’s more than words!
The great thing about digital content is that it’s not limited to copy. And it’s not static. But, that distinction is still a little lost on some.....
Maddie
There’s a common misconception that as content people, we are also “wordsmiths”.
Maddie
Wordsmiths are people who can answer questions like this, without enlisting the help of Google. Skill that enhances our job rather than our ‘one true job’
Maddie
We don’t want you to get us wrong, we’re interested in words more than the average human, and...
sometimes we take ourselves way too seriously in this context...
Maddie
But the idea we want to get across is that thinking of words is only a part of what we do. but we realise that not everyone understands everything digital content is.
Maddie
So we thought we’d tell you. And we heard that this is a cool way to reach out to people.
Maddie
Some of these, like illustration and info-gfx, are both visual styles as well as content types. More conversation than b&w - or think of it in terms of Subject matter vs style, we’ll both have opinions.
Maddie
Some of these, like illustration and info-gfx, you’ll notice are visual styles. but before it’s styled, there’s a decision to create this type of content. More conversation than b&w - or think of it in terms of Substance vs style, we’ll both have opinions.
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Maddie
Most of you will recognise these projects, this breaks down the type of content we provided for each
Mike
we all think about content - whether consciously or subconsciously
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And on the agency side it was often described as a ‘design asset’ - something to plug in to replace the Lorem Ipsum at the last minute
Mike
* Content Delay Syndrome
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People keep creating content the same way they always have : big WYSIWYG blobs
Mike
Too much WYSIWYG means too much ‘what you see is what the fuck’
This probably stems from old publishing / print workflows. Where content is thought of as static chunks
Maddie
Thankfully, people have worked out it’s kinda important and it’s often the reason people are on your website, app, blog, video channel, Facebook page, whatever... and as more people started to think like this guy^
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slowly over time there was less of this content
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and more of this content
Mike
And with the number of well designed and well built sites out there. Content is now often the opportunity or the competitive advantage
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Cause the world is still plagued by shit content. This is an example of how content that is technically correct can still be sent through the wrong channel, with the wrong tone - it’s not human, it’s not meaningful - it’s LOLworthy.
Maddie
Content roles are becoming the norm. Facebook has 20 content strategists.
We keep busy plus there’s still areas of the content discipline we haven’t been able to fully dive into, which Mike will talk about later.
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Which CMS suits the client’s publishing workflow?
How do we structure the CMS to support their editorial process? How do we optimise performance to improve delivery of content?
How do we design an algorithm that surfaces the most appropriate content for a user?
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* but realistically.... Deliverables with the word ‘content’ in them - like content audits, content schedules etc can sit comfortably with either discipline and often benefit from collaboration between both
Mike
so there’s some overlap. But that’s almost the point. A content person’s work isn’t necessarily separate or apart from UX, design, technical etc. In most cases it should be within, between and/or inclusive of these disciplines
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Like any other discipline, there are specialties or areas of expertise within content...
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and more importantly appending ‘and why’ on the end of them to define how the content is going to satisfy user needs and meet business objectives
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Writing copy, video work, and sometimes preparing it for publishing, loading, viewing, sharing etc
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It’s growing an audience that will grow your audience
Mike
Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers
It’s probably the bit we’re least experienced in. And therefore the piece we may look to hire around.
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The other part of the content puzzle is campaign. The content we make is not just for properties. We’re also doing more and more digital campaigns - many of which are content led projects
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Content was not thought about as part of the creative process. It was often an afterthought. Or a project input. Like the company logo. It was given to the designer/developer at the last minute as a ‘replacement for the latin text’
Maddie
But if you stop and think for just a second. If content was thrown in at the bitter end to replace a bunch of latin, then what were we designing for? The best we could possibly have hoped for was an elegant wrapper
Maddie
well known designer Jeffrey Zeldman of Happy Cog said it well...
Mike
we think Jeff was on to something but not quite there. Content is not always king. Sometimes design can and should come first. Other times it makes sense for content to get the creative ball rolling.
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Content is a big part of that.
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the hard bit is introducing content to process and long established working relationships. And like every good third wheel knows, it’s much easier to work your way in if they feel comfy with you, and get what you’re all about...
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So you’re interested in content? Good, cos......
Maddie
We need you to think about the way our roles can work together. If you want to join in the crusade against bad content.
