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Chance Bliss
iMedia, VP, User Experience
Content is
Everything
Why is My Website Redesign Going to Hell?
It’s not because you pick
the wrong content
management system.
CMS
It’s not because your brand
guidelines aren’t finish.
And it’s definitely not
because the design doesn’t
pop!
It’s because you didn’t
start with content first.
People don’t come for
technology, design or an
experience, they come
for content.
The internet is a
content delivery system.
When we...
click a headline
share an image
follow a friend
comment on a post
subscribe to a newsletter
We are sending and
receiving content.
C L I C K
S H A R E
F O L L O W
C O M M E N T
S U B S C R I B E
C L I C K
S H A R E
F O L L O W
C O M M E N T
S U B S C R I B E
C L I C K
S H A R E
F O L L O W
C O M M E N T
S U B S C R I B E
C L I C K
S H A R E
F O L L O W
C O M M E N T
S U B S C R I B E
C L I C K
S H A R E
S U B S C R I B E
When we...
click a headline
share an image
follow a friend
comment on a post
subscribe to a newsletter
We are sending and
receiving content.
C L I C K
S H A R E
F O L L O W
C O M M E N T
S U B S C R I B E
C L I C K
S H A R E
F O L L O W
C O M M E N T
S U B S C R I B E
C L I C K
S H A R E
F O L L O W
C O M M E N T
S U B S C R I B E
C L I C K
S H A R E
F O L L O W
C O M M E N T
S U B S C R I B E
C L I C K
S H A R E
S U B S C R I B E
Content is the biggest factor
to missed deadlines and
blown budgets.
It drives technology
It drives design
It drives functionality
All of which directly
contribute to a project’s cost
and time.
Those organizations that can
consistently provide valuable
content will have the greatest
influence over people’s decisions.
82% of consumers feel
more positive about a
company after reading custom
content.
Demand Metric, 2014
Image Source: Origin / Hill Holliday , Telling Tales
60% of people are inspired
to seek out a product after
reading content about it.
Demand Metric, 2014
Image Source: Origin / Hill Holliday , Telling Tales
47% of buyers viewed 3-5
pieces of content before
engaging with a sales rep.
Demand Gen Report, 2016
Image Source: Origin / Hill Holliday , Telling Tales
OK, so what is content?
CONTENT
ATOMS
Letters, numbers, symbols, images and sounds …
MOLECULES
An article, video, infographic, email, podcast …
ORGANISMS
A website, blog, forum, app, social platform …
Social
App
Website
Forum
Blog
ORGANISMS
A website, blog, forum, app, social platform …
Social
App
Website
Forum
Blog
What are people looking for?
I want to become good at something
I want to find a better solution
I want to choose the best option
I need to complete a task
What makes good content?
What makes good content?
Real Examples
Dollar Shave Club
Our Blades Are F***ing Great
Invision
Inside Design
Salesforce
The Marketing Cloudcast
Square
Business Resource Center
Litmus
Resources
What do people respond to?
Storytelling
Nobody buys your skills, product or company.
They buy an idea, a vision, a dream of how they
can reach their goals.
How do I turn project hell into
project awesome?
We pay money for a CMS
to hold our copy and a
design to make it look
pretty. But we won’t pay for
the copy itself! How
messed up is that.
Paul Boag
User Experience Strategist
1. Make Content Your Number
One Priority
• Start with an assessment of your existing
content
• Find and assign subject matter experts
• Hire professional writers,
designers and video producers
2. Research and Understand
Your Audiences
Interviewing people is always best option, but
there are some cheap ways to do research.
Ask These Questions
What are their pain points?
What are their goals?
What task are they trying to complete?
What questions might they have?
Where are they? What surrounds them?
What language do they use?
3. Develop a plan and stick
to a schedule
• Prioritize the content needed for launch
and add additional content in later phases
• Set a timeline and batch process for
content production
• Establish a workflow and editorial calendar
Content is Everything. Why is My Website Redesign Going to Hell?

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Content is Everything. Why is My Website Redesign Going to Hell?

  • 1. Chance Bliss iMedia, VP, User Experience
  • 2. Content is Everything Why is My Website Redesign Going to Hell?
  • 3. It’s not because you pick the wrong content management system. CMS
  • 4. It’s not because your brand guidelines aren’t finish.
  • 5. And it’s definitely not because the design doesn’t pop!
  • 6. It’s because you didn’t start with content first.
  • 7. People don’t come for technology, design or an experience, they come for content.
  • 8. The internet is a content delivery system.
  • 9. When we... click a headline share an image follow a friend comment on a post subscribe to a newsletter We are sending and receiving content. C L I C K S H A R E F O L L O W C O M M E N T S U B S C R I B E C L I C K S H A R E F O L L O W C O M M E N T S U B S C R I B E C L I C K S H A R E F O L L O W C O M M E N T S U B S C R I B E C L I C K S H A R E F O L L O W C O M M E N T S U B S C R I B E C L I C K S H A R E S U B S C R I B E
  • 10. When we... click a headline share an image follow a friend comment on a post subscribe to a newsletter We are sending and receiving content. C L I C K S H A R E F O L L O W C O M M E N T S U B S C R I B E C L I C K S H A R E F O L L O W C O M M E N T S U B S C R I B E C L I C K S H A R E F O L L O W C O M M E N T S U B S C R I B E C L I C K S H A R E F O L L O W C O M M E N T S U B S C R I B E C L I C K S H A R E S U B S C R I B E
  • 11. Content is the biggest factor to missed deadlines and blown budgets. It drives technology It drives design It drives functionality
  • 12. All of which directly contribute to a project’s cost and time.
  • 13. Those organizations that can consistently provide valuable content will have the greatest influence over people’s decisions.
  • 14. 82% of consumers feel more positive about a company after reading custom content. Demand Metric, 2014 Image Source: Origin / Hill Holliday , Telling Tales
  • 15. 60% of people are inspired to seek out a product after reading content about it. Demand Metric, 2014 Image Source: Origin / Hill Holliday , Telling Tales
  • 16. 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. Demand Gen Report, 2016 Image Source: Origin / Hill Holliday , Telling Tales
  • 17. OK, so what is content? CONTENT
  • 18. ATOMS Letters, numbers, symbols, images and sounds …
  • 19. MOLECULES An article, video, infographic, email, podcast …
  • 20. ORGANISMS A website, blog, forum, app, social platform … Social App Website Forum Blog
  • 21. ORGANISMS A website, blog, forum, app, social platform … Social App Website Forum Blog
  • 22. What are people looking for? I want to become good at something I want to find a better solution I want to choose the best option I need to complete a task
  • 23. What makes good content?
  • 24. What makes good content?
  • 25. Real Examples Dollar Shave Club Our Blades Are F***ing Great Invision Inside Design Salesforce The Marketing Cloudcast Square Business Resource Center Litmus Resources
  • 26. What do people respond to? Storytelling Nobody buys your skills, product or company. They buy an idea, a vision, a dream of how they can reach their goals.
  • 27. How do I turn project hell into project awesome?
  • 28. We pay money for a CMS to hold our copy and a design to make it look pretty. But we won’t pay for the copy itself! How messed up is that. Paul Boag User Experience Strategist
  • 29. 1. Make Content Your Number One Priority • Start with an assessment of your existing content • Find and assign subject matter experts • Hire professional writers, designers and video producers
  • 30. 2. Research and Understand Your Audiences Interviewing people is always best option, but there are some cheap ways to do research.
  • 31. Ask These Questions What are their pain points? What are their goals? What task are they trying to complete? What questions might they have? Where are they? What surrounds them? What language do they use?
  • 32. 3. Develop a plan and stick to a schedule • Prioritize the content needed for launch and add additional content in later phases • Set a timeline and batch process for content production • Establish a workflow and editorial calendar

Editor's Notes

  1. Just as a quick background before we get started My name is Chance Bliss. I am the VP of User Experience at iMedia, an interactive agency based in New Jersey I’ve been working within the digital space for close to 20 years now both on the client and agency side iMedia are a strategic interactive agency. We don’t focus on a particular vertical which we believe is to our advantage
  2. Let’s get started… So as you can guess from the opening slide, I believe content is the most important part of the success or failure of any website project But before we get to that…here are a few things that aren’t…
  3. First off, let me dispel you of a few things people point to as to why their website project isn’t working At the beginning of many of our project, clients like to focus on the how – mainly out of fear from the last redesign But content management system isn’t going to organize or write your content for you I am over simplifying, but a content management system is there to store and publish content
  4. Next our brand guidelines aren’t finished I can’t count the number of projects that have been put on hold because the brand guidelines weren’t finished Brand guidelines are just that…guidelines about logos, typography, color palettes,.. They are not content strategy Brand guidelines are not going to the content, structure or deign
  5. And my favorite, the design doesn’t pop Is design important? Yes But you need something that something to design with first Without content, there is really nothing to architecture, design or develop
  6. It’s because you didn’t start with content first Content needs to lead the project It should drive design and technology
  7. From a user’s point of view They don’t care about what CMS you are chose They don’t care about your secondary color palette They care about whether you are providing the content they need
  8. At it’s most basic level, the internet was built as a content delivery system
  9. All the actions we take on the web can be boiled down to sending and receiving content
  10. When we first start talking with new clients they ask either How much is this going to cost? How long is this going to take? Cost and time are primary dependent upon Type and amount of content Devices and platforms Simple example DIY videos about cooking versus cooking recipes You can see you would be making very different choices in term of technology, design and functionality between those two projects Budgets and timelines would be very different
  11. Cost and time need to be calculated in the context of what and how content is being delivered Not what technology you are using
  12. Why does content matter? Today’s most successful sites and see how their success is related to the content they provide Example Amazon Yes, amazon is successful because of their technology But without all that product information and customer reviewers what is Amazon? Customer reviewers are one of the primary drivers of traffic to Amazon Content has a huge impact on whether you are going to click that link, add to cart and fill-out that form
  13. So how valuable is content? This was a study done across multiple sites to understand the influence of content on value In this case, they compared the perceived value of a hotel room. Left, they showed just the basic information about the room Right, they added a picture and a story of someone who stayed in the room Difference in value was $7.00 or about 5% which is huge for many industries that are working on 2% and 3% margins
  14. Here is another example of a painting being sold where the artist’s image and personal story is added The painting was perceived to be 11% more valuable Even the slightest additions can add significant value in the eye’s of the customer
  15. This example is even crazier eBay listing of fish shaped spoons Right, a basic description Left, a poem from a famous poet I assume the poem was about fish…but the spoons receive 64% higher bids
  16. So I want to stop here and talk about what is content We’ve seen some examples and their impact, but people often confused “text” with ”content”
  17. I like to use the analogy of Atom, Molecules and Organisms to break down what content. Atomic level, content is really made up of letters, numbers, symbols (think icons), image and sounds Fundamental elements
  18. From those atoms, we created molecules Like a news article Doesn’t have to be just text…it can be a video, an infographic or combine both New York Times Article Uses all of those atoms to tell a story Ten Years After Katrina / https://www.nytimes.com/interactive/2015/08/26/us/ten-years-after-katrina.html Litmus Blog Post Here is something less dramatic… Where People Read Their Emails / https://litmus.com/blog/we-analyzed-13-billion-opens-to-discover-where-subscribers-read-email-infographic
  19. Finally those molecules, we make organisms both in and outside our digital properties The website might be at the center distributing content (news, product details, etc.) to an app or a social platform like Facebook Litmus, an email testing company The blog is at the center Pushing out through their site and to external site and platforms
  20. OK. So what content are people looking for at a high-level? Good at Something – I want to retire early. How can I save more money? Better Solution – I keep missing payments. Where can I pay my bills in one place? Best Option – I travel a lot. What credit card should I choose? Complete a task – I need my account number so I can transfer some money
  21. So how do we create effective content? The effectiveness of content can be measured by the it takes form and function it provides Two sides of the same coin Form Legibility - Can you easily distinguish the letters? Fonts Styles Cases (All-Caps vs. Letter Spacing Readability - Can you easily read the words? Font Size Line Length & Height Contrast & Whitespace Heirarchy & Structure Comprehension - Is it easily to understand? Language & Tone First Person Singular & Plural Images, Video, Infographics and Data Visualizations Simplification
  22. Function The other side of the coin Informative Is the information useful? Added test is whether a person can find this information anywhere else Relevant Is the information closely connected to a need? Interesting Does the information catch and hold attention?
  23. Here are some examples for companies that have really hit all the marks in terms of form and function Each focused on their audiences needs in very different ways Dollar Shave Club - Our Blades Are F***ing Great Lifestyle How much is content worth? Acquired for $1 billion in cash by Unilever Invision - Inside Design (Prototyping Software) Designers as heroes by interviewing them in their workspace Salesforce - The Marketing Cloudcast Advise to marketing teams about communication and technology Using Medium Platform Square - Business Resource Center (Credit Card Processing Software) Advise to small business owners Litmus (Email Testing Software) Advise to email marketers
  24. Each company is focused on telling their story around a specific audience and their interests and needs Not just talking about themselves and their products
  25. Alright so let talk about how you can turn your project into awesome
  26. Make content your number one priority Create and inventory of all the content and review the analytics behind each piece. Look at what is good, bad or out-of-date. Don’t throw out everything, salvage what you can. It often sparks bigger ideas. Next is to identify who are the subject matter experts. Who in your company can talk about the subjects that your target audiences care about? Remember this is often a part-time job for them so supporting them with professional writers, designers and producers is key
  27. Research and understand your audiences In person interviews are always the best option to understand what is important to your customers Cheaper ways (1) listening to social media; (2) talking to internal sales and customer support teams; and (3) online surveys and interviewing Baseball Hall of Fame and TripAdvisor
  28. Ask these questions When we are starting a project with any client, we send out a survey asking these questions to get a pulse on their customers Pain points – where is the fiction in their lives? Goals – what goals are they trying to accomplish? Find the best option, a better solution, Tasks – what the the specific tasks they need to accomplish to meet their goal? Questions – what are the top questions they would ask about your company, product, service, support,…? Environment – are they at home, in a office, on the road…? Language – what words do they use to talk about their goals, tasks, pain points,…?
  29. Develop a plan and stick to a schedule Don’t bit off more than you can chew. Start small, see what works and expand accordingly. It doesn’t have to be done all at once. Set a timeline and batch process for creating content Don’t let it go stale. Create an editorial calendar.
  30. Questions Are there any online tools you could suggest that help with your content strategy? Gather content Grammarly Hemingway Editor    How can I use Kentico to improve my content management? ERIC- Can you shed some light onto Kentico Draft? You have more knowledge on the details of the product and its capabilities.   How do you keep content on track for large website projects? Big projects typically require a full content team A specific owner for content and to manage the process & workflows   How should branding inform your content strategy? Understand your target audience The tone in which you write your content is very important Use visual content- don’t forget about social and visual posts/ content What makes your brand different?