The document compares great content to great wine, emphasizing that both must resonate and create a memorable experience for users. It argues against using outdated content for new websites and highlights the essential role of valuable content in building trust and engagement with users. Key principles of content creation include maintaining brand personality, encouraging user interaction, and ensuring consistency across various platforms.

1. WINE IS NOT JUST GRAPE JUICE How Content is Essential to UX September 21, 2010

2. I Like to Drink Wine

3. Great Content is Like Great Wine It sends a message to taste buds It’s consistent It’s memorable It causes a reaction You can feel it It creates a connection It creates an experience It’s the finished product that goes into a package

4. An Online Search is Like a Wine Tasting You barely see the labels The user is distracted by choices The results have to match the user’s taste It’s what’s inside that keeps people coming back for more.

5. New Site Content is Like a Vintage Would you use sediment from last year’s vineyard to fill a brand new wine bottle? Why try to shovel old content into a shiny, new site?

6. Through Online Content People Decide:  If they can trust you.   If they like you.   If you understand their needs.   If you offer what they want.   If you’re a company they want to do business with.

9. Content is not... TEXT VERBIAGE COPY FILLER FLUFF

10. Content is... Articles that connect to users Links that keep users engaged A voice that users remember Trends, techniques and technologies (information) that users experience and share

11. Content is... Clickable Scrollable Scanable Sharable Ownable

12. Quantitative Impacts: Links Subscribers Rankings Qualitative Impacts: Word of Mouth Engagement Comments Content Affects UX : Facebook Blog Twitter YouTube Website Value Input: Monthly Content / Conversation Calendar Post Post Post Post Post Post Post Post

13. Content is… Valuable to Users Designers Information Architects Search Engine Marketers Project Managers Brands

14. Guiding Principles of Content Creation Enable human interaction with a healthy dialog Stay true to the brand personality Contribute valuable information and offers Allow for co-creation Stick to common themes Ask questions Be service-oriented Maintain consistent engagement Use multimedia Encourage consumers to share personal stories

15. “ The single most important thing most websites can offer to their users is content that those users will find valuable.” – The Elements of User Experience, Jesse James Garrrett