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Content strategy
for designers

Brought to you by Alaine Mackenzie
on January 14, 2014
Hey that’s me
Content strategist @yellowpencilweb
Occasional Twitter user @alainemack
Today you’ll learn
How to steal from content strategy
to make your designs better and
your projects more successful
You’ll also learn
what is content strategy
what happens without it
how do I fix it
What is content strategy?
“…the practice of planning
content creation, delivery,
and governance.”
Kristina Halvorson, 

“The Discipline of Content Strategy”, 

A List Apart, 2008

http://www.flickr.com/photos/wparsons/3502120483/
Okay but why do I care
Without content strategy
You’re just guessing
Without content strategy
You don’t know your priorities
Without content strategy
You don’t (really) know the brand
Halp, halp!
Your content arsenal
Content audit
Voice and tone guide
Content models
Governance plan
Content audit
Find the complexity
Find the meaning
Find the suck
Voice and tone guide
Expand on the brand
Resolve the gaps
Fun but not childish
Clever but not silly
Confident but not cocky
Smart but not stodgy
Cool but not alienating

!
!
Kate Kiefer Lee, content strategist at MailChimp: voiceandtone.com
uxmag.com/articles/the-elements-of-a-style-guide
Content models
Define the elements
Define their relationships
Eliminate ambiguity
Governance plan
Prevent future heartbreak
Who will request, create, edit, approve, publish, 

and maintain this stuff?
!
What resources will you need?
!
How much effort will it take?
Your content arsenal
Content audit
Voice and tone guide
Content models
Governance plan
In sum
Don’t design impaired
Be an undercover content ninja
You can do it
Thanks for comin’
alaine@yellowpencil.com
@alainemack

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Content Strategy for Designers