This presentation attempts to begin to define how content strategists can evaluate and plan for content through a more specific contextual lens through examining how the brain processes, accesses and stores information and what factors content strategists can begin to consider when planning for supporting content and creating deeper, more meaningful content plans across multiple devices (iPad, Smart Phone, Laptop, Desktop, Etc.).
My presentation focusing on building your best design team, and providing a framework for framing your team. As prepared exclusively for the Leading Design Conference in London.
Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...Martin Jordan
Customers hire services and products to do a certain job. Once people spot a job in their life they start looking for a solution, an offering that helps them to get the job done. Which offering they eventually hire often depends on the circumstances in which the job occurs.
This workshop highlighted the importance of customers’ situations and contexts when creating new offerings. As circumstances are changing, people’s related needs and desired outcomes do too. Using the example of food-related services, the workshop at Service Experience Camp 2015 illustrated how all offerings fulfil the general need of feeding humans, but also which specific situations each service caters for.
The workshop was run by Andrej Balaz, Hannes Jentsch and Martin Jordan on November 14, 2015 at Service Experience Camp in Kalkscheune in Berlin-Mitte.
Customer-centric innovation enabled by cloudThoughtworks
Working Backwards - Leading organisations achieve growth by marrying customer-obsession with a modern technology strategy. In this upcoming webinar, we’ve partnered with AWS to bring you exclusive insights from one of the world’s most innovative companies, Amazon.
As organizations continue to establish and mature their in-house design teams, it turns out there’s very little common wisdom on what makes for a successful design organization. Books and presentations tend to focus on process, methods, tools, and outcomes, leaving a gap of knowledge when it comes to organizational and operational matters.
In this talk, Kristin Skinner discusses how to coordinate efforts and structure teams within large organizations. She covers:
- Realizing the Potential of Design
- Organizational Models / The Centralized Partnership
- The 5 Stages of Design Organizations
- The 12 Qualities of Effective Design Organizations
She also stresses the impact that design can have on business and highlights the importance of design managers in coordinating in-house efforts, advocating for quality, and enabling culture.
More information can be found in Kristin's book with Peter Merholz, Org Design for Design Orgs: Building and Managing In-House Design Teams, published by O'Reilly in August 2016.
http://orgdesignfordesignorgs.com/
My presentation focusing on building your best design team, and providing a framework for framing your team. As prepared exclusively for the Leading Design Conference in London.
Capturing Contexts: A workshop with jobs-to-be-done tools / Service Experienc...Martin Jordan
Customers hire services and products to do a certain job. Once people spot a job in their life they start looking for a solution, an offering that helps them to get the job done. Which offering they eventually hire often depends on the circumstances in which the job occurs.
This workshop highlighted the importance of customers’ situations and contexts when creating new offerings. As circumstances are changing, people’s related needs and desired outcomes do too. Using the example of food-related services, the workshop at Service Experience Camp 2015 illustrated how all offerings fulfil the general need of feeding humans, but also which specific situations each service caters for.
The workshop was run by Andrej Balaz, Hannes Jentsch and Martin Jordan on November 14, 2015 at Service Experience Camp in Kalkscheune in Berlin-Mitte.
Customer-centric innovation enabled by cloudThoughtworks
Working Backwards - Leading organisations achieve growth by marrying customer-obsession with a modern technology strategy. In this upcoming webinar, we’ve partnered with AWS to bring you exclusive insights from one of the world’s most innovative companies, Amazon.
As organizations continue to establish and mature their in-house design teams, it turns out there’s very little common wisdom on what makes for a successful design organization. Books and presentations tend to focus on process, methods, tools, and outcomes, leaving a gap of knowledge when it comes to organizational and operational matters.
In this talk, Kristin Skinner discusses how to coordinate efforts and structure teams within large organizations. She covers:
- Realizing the Potential of Design
- Organizational Models / The Centralized Partnership
- The 5 Stages of Design Organizations
- The 12 Qualities of Effective Design Organizations
She also stresses the impact that design can have on business and highlights the importance of design managers in coordinating in-house efforts, advocating for quality, and enabling culture.
More information can be found in Kristin's book with Peter Merholz, Org Design for Design Orgs: Building and Managing In-House Design Teams, published by O'Reilly in August 2016.
http://orgdesignfordesignorgs.com/
Today, it's quite probable that the two most important words for marketers are "content strategy." Content strategy identifies which content will best achieve your business objectives while fulfilling your customers' needs. Developing a content strategy also helps answer questions that often get left until the eleventh hour: Who is going to create the content, and how? How can you ensure your communications are consistent across all channels? What role will user-generated content play in helping meet your marketing goals?
This presentation discusses:
* the practice of content strategy
* useful, actionable details your organization can take advantage of immediately
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
Check out the most important presentation design trends in 2014. Check the Presentation Design Trends 2015 Here - http://www.slideshare.net/sketchbubble/presentation-design-trends-2015
Dispatches From The New Economy: The On-Demand Economy And The Future Of WorkIntuit Inc.
From delivery, transportation and household errands, to professional services and consulting, the on-demand economy is changing the way people consume goods and services. It is also changing the way people work. Intuit and Emergent Research forecast that the number of people working on-demand jobs will grow from 3.2 million Americans to 7.6 million by 2020. This is a once in a generation opportunity to empower the future of work and a new face of entrepreneurship.
Dispatches from the New Economy: The On-Demand Workforce provides a detailed analysis of the demographics, motivations and challenges of workers pursuing on-demand jobs. The data comes from a study from Intuit and Emergent Research that examined people working via eleven on-demand economy and online talent marketplace companies. Study participants included: Deliv, Field Nation, HourlyNerd, MBO Partners, OnForce, Uber, Upwork (formerly Elance-oDesk), Visually, Wonolo, and Work Market.
Methodology
A total of 4,622 workers who find work opportunities via the platforms provided by the participating partner companies completed an online survey between September 11 and October 1, 2015. The results were weighted to reflect the proportion of workers in each of the following segments: Drivers/Delivery, Online Talent Marketplaces and Field Service/Onsite Talent. The weights were developed using earlier survey work that sized the on-demand economy. The largest weighted share of on-demand worker respondents from any single company is 16%, with most partner companies providing less than 10% of the respondents.
Do-it-yourself toolkit to audit the user experience of your products and services.
We know that UX is too important for every business to be ignored.
But we recognize that not all businesses have a dedicated team or person in-house to do this, or have the budget to hire consultants.
This DIY toolkit provides a step-by-step guide for anyone to do a simple experience audit.
PDF, audio, and voiceover will be available on designintechreport.wordpress.com
Today’s most beloved technology products and services balance design and engineering in a way that perfectly blends form and function. Businesses started by designers have created billions of dollars of value, are raising billions in capital, and VC firms increasingly see the importance of design. The third annual Design in Tech Report examines how design trends are revolutionizing the entrepreneurial and corporate ecosystems in tech. This report covers related M&A activity, new patterns in creativity × business, and the rise of computational design.
Shaping and implementing a DesignOps functionMatt Gottschalk
Matt Gottschalk and Ben Franck, both UX & DesignOps Managers at Centrica, will share the journey they have been on since setting up their DesignOps function at the beginning of 2018. They will discuss the types of problems that come with managing and supporting a de-centralised design team of 40+ User Experience designers, how they defined the role and how having a design operations function enabled them to streamline processes and drive efficiency and consistency.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
This deck was presented at the "Content Strategy in Service Design" event, hosted by Fjord, a global design and innovation consultancy, and the Content Strategy Southern California group.
As content has become an ubiquitous part of our lives, content strategy has evolved from a modest practice into a global discipline that reaches across existing areas of digital expertise and shapes new opportunities for content specialists. Content design is one such opportunity.
Informed by content strategy, content design has emerged in recent years thanks to the brilliant work of pioneers like the GDS Team at GOV.UK. Where content strategy excels (pun intended) at the meticulous work of enterprise site redesigns and the like, content design is ideal for the iterative sprints often associated with product design.
At its core, content design empowers creative thinkers and systematic doers who understand the nature of interactive content to partner with designers and technologists in order to build amazing digital products that meet the needs of real people. Join Content Director Hawk Thompson to find out how the multidisciplinary design team at Chaotic Moon Studios has incorporated content design into its agile-informed process for product engagements and hear how this emergent discipline is shaping the future of digital content in bold new ways.
How to boost inbound marketing success with content marketing, SEO and social...Scoop.it
Google currently indexes close to 50 billion pages in its algorithm and every minute that goes by, nearly 70,000 blog posts are created and added to the internet. Content marketing has become an effective inbound marketing strategy for companies around the globe. Yet many businesses still don’t seem to have a strategic content marketing approach in place and sadly their content never reaches its target audience. Here is how to leverage content marketing, SEO and social media into your inbound marketing mix te become a more effective marketer.
This is the updated version of my successful Interaction 14 talk: http://www.slideshare.net/folletto/the-shift-ux-designers-as-business-consultants
UX is a broad field and designers are increasingly playing a strategic role in many companies. Be that designer.
Businesses are increasingly adopting user-centered approaches to create experiences, moving UX design to be one of the core activities driving the company strategy and operations.
This is an incredibly valuable opportunity that we designers can take to step up and contribute to create the great experiences and services they envision, taking our vision, tools and understanding to a different level. But we need to learn the new skills to play at this table, a table that's often speaking a different language with a lot of politics and different stakeholders.
Content Strategy 2015: Marketing, Mobile, and the EnterpriseKristina Halvorson
Content remains a fundamental challenge for all of our organizations. Instead of talking about "what's next," let's talk about what's needed. Find out what basic questions every company should ask in 2015 before committing budget to new content marketing and management programs.
Today, it's quite probable that the two most important words for marketers are "content strategy." Content strategy identifies which content will best achieve your business objectives while fulfilling your customers' needs. Developing a content strategy also helps answer questions that often get left until the eleventh hour: Who is going to create the content, and how? How can you ensure your communications are consistent across all channels? What role will user-generated content play in helping meet your marketing goals?
This presentation discusses:
* the practice of content strategy
* useful, actionable details your organization can take advantage of immediately
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
Check out the most important presentation design trends in 2014. Check the Presentation Design Trends 2015 Here - http://www.slideshare.net/sketchbubble/presentation-design-trends-2015
Dispatches From The New Economy: The On-Demand Economy And The Future Of WorkIntuit Inc.
From delivery, transportation and household errands, to professional services and consulting, the on-demand economy is changing the way people consume goods and services. It is also changing the way people work. Intuit and Emergent Research forecast that the number of people working on-demand jobs will grow from 3.2 million Americans to 7.6 million by 2020. This is a once in a generation opportunity to empower the future of work and a new face of entrepreneurship.
Dispatches from the New Economy: The On-Demand Workforce provides a detailed analysis of the demographics, motivations and challenges of workers pursuing on-demand jobs. The data comes from a study from Intuit and Emergent Research that examined people working via eleven on-demand economy and online talent marketplace companies. Study participants included: Deliv, Field Nation, HourlyNerd, MBO Partners, OnForce, Uber, Upwork (formerly Elance-oDesk), Visually, Wonolo, and Work Market.
Methodology
A total of 4,622 workers who find work opportunities via the platforms provided by the participating partner companies completed an online survey between September 11 and October 1, 2015. The results were weighted to reflect the proportion of workers in each of the following segments: Drivers/Delivery, Online Talent Marketplaces and Field Service/Onsite Talent. The weights were developed using earlier survey work that sized the on-demand economy. The largest weighted share of on-demand worker respondents from any single company is 16%, with most partner companies providing less than 10% of the respondents.
Do-it-yourself toolkit to audit the user experience of your products and services.
We know that UX is too important for every business to be ignored.
But we recognize that not all businesses have a dedicated team or person in-house to do this, or have the budget to hire consultants.
This DIY toolkit provides a step-by-step guide for anyone to do a simple experience audit.
PDF, audio, and voiceover will be available on designintechreport.wordpress.com
Today’s most beloved technology products and services balance design and engineering in a way that perfectly blends form and function. Businesses started by designers have created billions of dollars of value, are raising billions in capital, and VC firms increasingly see the importance of design. The third annual Design in Tech Report examines how design trends are revolutionizing the entrepreneurial and corporate ecosystems in tech. This report covers related M&A activity, new patterns in creativity × business, and the rise of computational design.
Shaping and implementing a DesignOps functionMatt Gottschalk
Matt Gottschalk and Ben Franck, both UX & DesignOps Managers at Centrica, will share the journey they have been on since setting up their DesignOps function at the beginning of 2018. They will discuss the types of problems that come with managing and supporting a de-centralised design team of 40+ User Experience designers, how they defined the role and how having a design operations function enabled them to streamline processes and drive efficiency and consistency.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
This deck was presented at the "Content Strategy in Service Design" event, hosted by Fjord, a global design and innovation consultancy, and the Content Strategy Southern California group.
As content has become an ubiquitous part of our lives, content strategy has evolved from a modest practice into a global discipline that reaches across existing areas of digital expertise and shapes new opportunities for content specialists. Content design is one such opportunity.
Informed by content strategy, content design has emerged in recent years thanks to the brilliant work of pioneers like the GDS Team at GOV.UK. Where content strategy excels (pun intended) at the meticulous work of enterprise site redesigns and the like, content design is ideal for the iterative sprints often associated with product design.
At its core, content design empowers creative thinkers and systematic doers who understand the nature of interactive content to partner with designers and technologists in order to build amazing digital products that meet the needs of real people. Join Content Director Hawk Thompson to find out how the multidisciplinary design team at Chaotic Moon Studios has incorporated content design into its agile-informed process for product engagements and hear how this emergent discipline is shaping the future of digital content in bold new ways.
How to boost inbound marketing success with content marketing, SEO and social...Scoop.it
Google currently indexes close to 50 billion pages in its algorithm and every minute that goes by, nearly 70,000 blog posts are created and added to the internet. Content marketing has become an effective inbound marketing strategy for companies around the globe. Yet many businesses still don’t seem to have a strategic content marketing approach in place and sadly their content never reaches its target audience. Here is how to leverage content marketing, SEO and social media into your inbound marketing mix te become a more effective marketer.
This is the updated version of my successful Interaction 14 talk: http://www.slideshare.net/folletto/the-shift-ux-designers-as-business-consultants
UX is a broad field and designers are increasingly playing a strategic role in many companies. Be that designer.
Businesses are increasingly adopting user-centered approaches to create experiences, moving UX design to be one of the core activities driving the company strategy and operations.
This is an incredibly valuable opportunity that we designers can take to step up and contribute to create the great experiences and services they envision, taking our vision, tools and understanding to a different level. But we need to learn the new skills to play at this table, a table that's often speaking a different language with a lot of politics and different stakeholders.
Content Strategy 2015: Marketing, Mobile, and the EnterpriseKristina Halvorson
Content remains a fundamental challenge for all of our organizations. Instead of talking about "what's next," let's talk about what's needed. Find out what basic questions every company should ask in 2015 before committing budget to new content marketing and management programs.
It's been six years since I wrote Content Strategy for the Web. Now, in 2015, the content strategy landscape is a much bigger, more complex place. How are companies keeping up with the crazy changes in content trends, technologies, and audience expectations? Here's what I'm seeing and how my own process has evolved.
Enterprise SEO & Content Strategy: STOP THE PAIN!Jonathon Colman
Why do SEOs and Content Strategists have such a hard time working together when they have so much in common? They don't have to suffer when they can both WIN!
Learn about tricks, tips, tools that content strategists can use to STOP THE PAIN when it comes to search engine optimization. This way, you can focus on the things that matter most: your users and customers!
Originally presented at the Intelligent Content Conference 2013 in San Francisco on February 7, 2013.
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/
Also see 200+ free Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/
Content Strategy Summit 2014: Polishing Your Content Publishing ProcessLisa Maria Martin
Presented at the Content Strategy Summit, August 19, 2014.
You're starting to incorporate content strategy into your organization, building up (or elbowing your way into) a process that shepherds content from concept to implementation.
And yet: there are bottlenecks and broken tools, slowdowns and workarounds. Despite the big ideas and deliverables, the process of producing and publishing content is still awfully messy.
Luckily, you've got the skills to improve it. The content strategy work you're already doing can help identify and untangle the knots in your team and workflow, and lead to a more sustainable content production process.
11th hour copy. Fix-it-later launches. Our users deserve more than the last-minute content we often get stuck with. And you have the power to change the game. Learn how to introduce (and sell) content strategy into your web design process.
Here's how to clean up your content strategy in 12 brutal yet sensible steps - inspired by #atomicdesign
Summary? The key to untie the content strategic knot and/or declutter your content strategy is to be found in its most fundamental component: your answers to the top of your (future) customer’s FAQ list.
An ‘atomic’ content strategy will answer FAQ #1 first, proceed to answer one question at a time, tag each answer systematically with their why, who, how, when, whereto and where… and scrum from there...
Executing a Flawless Content Strategy | Chris Bennett | SMX Advanced 201497th Floor
Execute a flawless content strategy by getting more mileage out of your existing efforts. Don't think harder, think smarter. Use what you are already doing and repurpose or upcycle to hit all social sites in their native content medium. Create interactive marketing apps to disrupt and engage with your audience. Pull them away from the day to day stream of nonsense with your well thought out interactive content.
I presented these slides at Sisältöstrategiaseminaari 2012 (Content Strategy Seminar 2012) in Helsinki. The event was a co-production of Vapa Media and the University of Helsinki.
The presentation addresses why Content Strategy is a practice of such particular interest right now. It looks at how we got to where we are today, why content strategy matters, and a few future trends to watch.
What is content strategy and what do content strategists do? Isn’t content strategy just copywriting? And why is content strategy so focused on people and systems?
In this presentation, we take a look at content strategy and learn how it can help you build and design better experiences and bring them to market. Content strategy, UX, and product design can work hand in hand to create delight while driving business growth. And when you’re doing it right, it’s hard to tell where content ends and design begins.
By focusing on the entire system and workflow from the beginning, you’ll create better content—which means a better experience for the people using your products or web site.
You’ll learn about:
● What content strategy is (and isn’t!)
● Why “content” means more than just words
● The 8 core components of content strategy
● The 5 key impacts of a strong content strategy
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/ and follow him on Twitter at http://twitter.com/jcolman
Also see 200+ free Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/
10 Content strategy visuals that changed the worldSue Davis
Lightning talk slides from London Content Strategy Meetup 26 February 2013. Accompanying video of me talking through it is here: https://togetherlondon.com/talks/meetup/2013-02-26/davis
Storymapping: A MacGyver Approach to Content StrategyDonna Lichaw
** Authored and presented with Lis Hubert **
Need an organized and prioritized content assessment? Sure you do! Unfortunately, it’s not always possible on a short timeline, with low funds… or is it? What if there was a way to create and facilitate an in-depth assessment of company content with organizations that are short on time and cash? Enter the storymapping approach.
Join Donna and Lis as they take you with them on their journey working with a New York City-based nonprofit to organize, prioritize, and manage program content in no time flat (and with little cash to boot). Instead of working with long research periods and deep-dive content approaches, they offer a creative method using storytelling to helping to map content needs to business and user goals.
In this session you will learn:
• How to do quality content strategy work even when constraints are many
• How to use content strategy to increase your understanding of content, even when you can’t afford fancy resources to help you
• How storymaps can be used across different touchpoints and content areas to improve the user experience.
How to Write a Content Marketing Plan Step-by-StepBuffer
A complete guide to building a comprehensive content strategy. Full post at http://blog.bufferapp.com/content-marketing-strategy (and a free template!)
If you want your content marketing to take your business closer to its goals, it helps to have a game plan – a strategic selection of plays you can rely on to help you beat the competition and score points with your target audience. Each year, our Benchmarks, Budgets, and Trends research reveals which tactics marketers are currently using. And while it’s clear that certain platforms and plays are likely to cycle in and out of popularity over time, we’ve noticed an alarmingly consistent trend that seems to impact nearly all of them: Content marketers are experiencing a large gap between using a tactic and getting effective results from it. Our newest Playbook aims to help all content marketers better understand the value proposition of content marketing tactics and achieve greater success with their efforts.
Responsive. Adaptive. Mobile first. Cross-channel. We all want a web that’s more flexible, future-friendly, and ready for unknowns. There’s only one little flaw: our content is stuck in the past. Locked into inflexible pages and documents, our content is far from ready for today’s world of apps, APIs, read-later services, and responsive sites—much less for the coming one, where the web is embedded in everything from autos to appliances.
We can’t keep creating more content for each of these new devices and channels. We’d go nuts trying to manage and maintain all of it. Instead, we need content that does more for us: Content that can travel and shift while keeping its meaning and message intact. Content that’s trim, focused, and clear—for mobile users and for everyone else, too. Content that matters, wherever it’s being consumed.
How to make a website: discover, define, design, develop, deploy. It’s a familiar framework for most of our project processes. Now along comes this content strategy thing. Sure, it sounds like a great idea, but how does it fit in with what we’re already doing? Walk through a a typical website project to find out how content strategy fits (and why it will make you so happy!)
Content strategy isn't just for big business, agencies and tech companies. The principles of content strategy can help anyone create meaningful, memorable content that works.
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
Part one of a three part workshop co taught with Dan Klyn and Christina Wodtke on Feb 7, 2013 at General Assembly in NYC.
ABOUT THIS WORKSHOP
Information architecture (IA) once was practiced as a sort of web-era librarianship. It was about organizing the information contained within websites to make things easier to find and use. But today an increasingly significant proportion of our daily business is conducted digitally. Using a variety of devices, people communicate with one another, search for information and entertainment, make retail purchases, initiate and negotiate business transactions, and more.
This class will explore well-architected digital experiences. What does it mean to architect information? How does the structure of information relate to understanding? How can information architects manage complex information across channels and contexts? What unique value can professional information architects bring to the creation and delivery of products and services? What is the interplay of information architecture and the other disciplines within user experience? This class will provide a broad introduction to a useful set of tools and ideas that provide a framework under which user and business insight can be harvested and used in pursuit of real business goals.
Getting started with Content Strategy / Michele-Ann JenkinsABQLA_presentations
L'Association des bibliothécaires du Québec - Quebec Library Association
2014: Bibliothèques et design / Libraries by Design
The table settings are perfect, décor impeccable, the guests are all invited – but where’s the meal? This is the scenario when you’ve harnessed the latest technology, crafted eye-catching visual design, and built great navigation but haven’t allocated the resources needed to craft consistent, useful content. Developing a content strategy can enable your organization to create better content, manage that content throughout its life cycle, and allow you to reuse it appropriately across the channels. We’ll look at how to know where you are with a content audit and gap analysis and plan where you’re going with a practical, effective content strategy.
Cutting through the Noise- Simplifying & Socializing Alison Engelsman
Cutting through the Noise- Simplifying & Socializing is about taking a step back and revealing that underneath all the “noise” of social media there is a solid communication tool that, if used correctly, can have a positive impact on an organization's recruiting efforts. Presented at the HR Tampa Expo, September 2009.
This is a short presentation I gave to the marketing communications committee of the France chapter of the European Professional Women's Network (EPWN) on Feb. 4, 2013. The goal was to introduce content strategy and to clarify its relationship to content marketing.
How To Kick Ass Online With Digital Leadership - Part 2: Social Media, Brandi...Doyle Buehler
Want to build and maintain a compelling competitive online presence with your business? Based upon Doyle Buehler's award winning digital strategy framework, this webinar series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together (strategy, social media, website, sales funnel, branding, content, advertising, SEO etc).
Webinar 2 - Squeezing Social Media Through Your Brand Story
Tuesday, 19 May 2015 9:00pm
How to utilise social media and sharing concepts across your online platform.
Learn how to measure social media ROI for more effective marketing.
How to enhance your brand story through videos and visuals.
This "brand 101" session is designed to help nonprofit leadership and board members understand the basic concepts around developing and maintaining a strong brand.
Content strategy for the content experience waveZoran Nikolovski
Puzzled about how to organise your content so that it's reusable, discoverable and with a greater reach? Let's look at a few things you can do to make sure your content strategy is future proof!
The goals of this session were to understand what content strategy is and how to get started, to learn how to make content strategy part of the organization's communications, and to prepare content to be found and used anywhere, on any device.
Organizations produce a lot of content and publishes it across multiple channels, but does it have a purpose? Does it help meet strategic goals, increase customer value, or help an audience achieve its goals? This session covered the steps involved in creating an effective content strategy, and how to incorporate content strategy tactics and processes into current work The workshop included hands-on exercises, providing participants with tools they could use right away at work.
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.
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Context As A Content Strategy: Creating More Meaningful Web Experiences Through Contextual Filtering
1. Context As A Content Strategy
Creating More Meaningful Web Experiences Through Contextual Filtering
Internet User Experience 2010 - 07.26.10
2. A Few Disclaimers:
1. I am not a neuroscientist by trade, but I enjoy trying like hell
to be one in my spare time.
2. I am constantly questioning the various definitions that have
been provided for content strategy
3. This is a high level version of a much deeper conversation
that needs to be explored. I NEED your help to start it.
4. We’re all from different backgrounds and smarter than one
another in many areas. I attempted to be cognizant of that fact
in this presentation.
3. So, you may have heard that content
strategy is the next big thing.
11. Content Strategy Plans For:
Governance Creation
• Guide (Tags /Meta Data / Best Practices / SEO) • Source (Where Does It Come From?)
• Measure (Success Metrics / Refining Measures) • Execute (Production Method / Medium / Tone)
• Maintain (Refresh Schedule / Removal Criteria) • Approval (Editing / Review)
Delivery
• Push (Where Does It Get Placed?)
• Pull (What Information Do We Bring In?)
• Exchange (What Partnerships Do We Leverage?)
12. Consumer Soc. Media Analytics/ Product
Insights Insight SEO Strategy
Content Strategy
Planning Sourcing Creation Governance
Content strategists combine consumer insights and product
strategy to yield messaging matrices. These matrices aid in the
oversight of new content creation and provide key insights into the
governance of all content living in the digital space.
13. Content Strategy and Planning
Planning
} Helps to define:
• Information
• Ownership
• Support
Content strategy will help answer:
• What messages should be communicated?
• What medium supports the message?
• What tone of voice should be used?
• How long will it take to produce the content?
• When should content be published?
• What kinds of content need to be created?
14. Content Strategy and Sourcing
Sourcing
} Helps to define:
• What we have
• Where the gaps are
Content strategy will help answer:
• Where is our content? (Content Inventories)
• What content is missing? (Gap Analysis)
• What content from our inventory exists to fill the gaps?
• How will the new content be sourced? Is it:
- Original
- Co-Created
- Curated
- Third Party
15. Content Strategy and Creation
Creation
} Helps to define:
• Who should produce
• What do they need to be successful
Content strategy will help answer:
• What best practices and templates can be created to aid writers
and content creators?
• Who assists in final editing and serves as quality control?
• What does the writer, editor or project management need to
create content that adheres to product strategy and consumer
insight to deliver against agreed upon metrics?
16. Content Strategy and Governance
Governance
} Helps to define:
• Guidelines for content management
• Creation or adjustment of metrics
Content strategy will help answer:
• When do we need to review, adjust or delete content?
• What metrics do we need to determine if our content is
successful?
• Can content perform better in a different channel/medium based
on current performance?
22. User Personas
Melanie Taylor - Potential Malibu Buyer
Personal Profile Background
Melanie is a hardworking, 31- • 31-year-old female
year-old mother of one. • Yoga three times per week
• Works as a radiology tech at her local
She has never owned a 'new' hospital
vehicle and is in market to • Married for 5 years
purchase or lease. She prides • Thinking about expanding her family in
herself on balancing home, work the next three years
and a busy personal life.
Attributes
She is a heavy user of social • Middle Class
networking and social sharing • White
Web sites. • Generation Y
• Influenced by peers and online reviews
In her quest for a new vehicle she • iPod and Smartphone user
has utilized a variety of review • Spends time in social media (blogs,
and research sites in addition to Facebook, Yelp!)
discussing her decision with a
variety of friends and family "I want a safe, reliable, family
members. friendly vehicle that reflects my
personal style."
Melanie's Needs From Asset Bank
• Information about safety and engineering features • Running Footage
• Photos and video that highlight vehicle's styling • DVPOD
• Guidance and education • Chevy.com Galleries
!"#$%&%'()#*+&(
• Nameplate validation from peers or others • Targeted Print
,-.*"/(
• Ability to gather and share information easily • BYO/Matte Art
0#'()"#&1(
• Catalog Images
2*'%-3!-4#5(
• Tours
• 'Other' Images
23. Publishing Plans / Governance Models
Chevy Social Publishing Process
PUBLISHER
(CLIENT)
SITE SOCIAL MEDIA EXECUTIVE CREATIVE
STRATEGY MODERATOR EDITOR DIRECTOR
(CE SITE) (CE-SOCIAL) (WS) (CE DIGITAL)
EXPERIENCE
WRITER WRITER
DESIGNER
(WS) (WS)
(SHERMAN)
Strategy Experience Planning Publisher
Responsible for developing best Responsible for the planning, design, The Publisher (Chevy/GM Executive
practices for content production, creation, editing and implementation of client) serves as Group director for
managing nameplate specific personas social content. Collaborates with governing the production of all content.
and providing editorial direction to Strategy and Publishing Executive to This role has final say over what
Experience Planning Teams. Also adhere to agreed upon content content is used where and serves as
serves as a review layer to ensure strategy plan and messaging matrix. keeper of editorial voice, style and
content produced is on strategy and Provides raw assets to Content tone. Serves as chief report for all
ready for governance. Management team for ingestion into a creation, management and experience
Content Management System. planning leads.
24. And Lots More ...
Chevy Content Plan - as of 2/5/10
Aveo Camaro Cobalt/Cruze Corvette Malibu Impala
Stories Stories Stories Stories Stories Stories
!•.Owner Testimonal • Owner Testimonal •!Interview with Jonell •!C6.R To Debut on •!Interview with Cargo •!Interview with GM
Smith, owner of iRacing System (w/ Experts on usable space Design about next
• Interview with Aveo • What went into the Cobaltss.net about photos from Corvette for Malibu, Equinox and generation Impala
Forums influencer Camaro Spring Edition expectations for Cruze Quarterly) Traverse.
(http:// SEMA Camaro and • History of the Impala
chevroletforum.com/ Tech Specs. • Interview with GM • ZR1 Technical Story • Safety testimonial from and its influence on
forum/ Performance Division from Corvette Quarterly OnStar/Malibu owner. automotive design
forumdisplay.php?f=11) about the Cruze Design (w/photos)
Photos Photos Photos Photos Photos Photos
•!GM Design Conceptual •!Gallery of C7 •!Ask users to submit •!Gallery of user
• User submitted •!Gallery of the evolution
Drawings Gallery Conceptual drawings photos of their modified Impalas and
photos of their modified of the Camaro.
customized Chevy gallery of race-reay
Aveos.
• Cruze around the world • Gallery of the history of Malibus. Impalas from NASCAR
• User submitted photos
• Gallery of Aveo RS of their modified gallery including WTCC Corvette
show car Camaros. car.
Video Video Video Video Video Video
• Interview with GM • Interview with GM •!ZR1 Testing at •!How To: Install a car •!How To: Install a car
•!Tour of thoughtful seat in a Impala
Design about the Design Team about Nurburgring seat in a Malibu
functionality (i.e. cell
design of the Aveo Rabid Fan Response to
phone space, sunglasses • Road Stories:
Extreme Concept initial vehicle success. • Video of performance • Road Stories: Interview
holder in grab bar) Interview with Impala
Vehicle testing of Corvette Grand with Malibu owners.
• Competition Vs. Sport at Milford Proving owners..
• Design videos of Cruze
• How to Pack Your Camaro comparison Grounds. • Competitive owners test
durability testing and • Look at Impala design
Dorm room into an video. drive Malibu and provide
quality testing from from past to modern
Aveo • Performance Features background on Chevy
around the world. day, with GM Design
series (Which perception and vehicle.
• Competitive owner's accessories, tweaks and
features boost • Google/YouTube
first look at Cruze and
performance and why) annotated videos (Photo
their vehicle and their
Hunt Style)
reaction.
33. And Continues Here
Melanie Taylor - Potential Malibu Buyer
Personal Profile Background
Melanie is a hardworking, 31- • 31-year-old female
year-old mother of one. • Yoga three times per week
• Works as a radiology tech at her local
She has never owned a 'new' hospital
vehicle and is in market to • Married for 5 years
purchase or lease. She prides • Thinking about expanding her family in
herself on balancing home, work the next three years
and a busy personal life.
Attributes
She is a heavy user of social • Middle Class
networking and social sharing • White
Web sites. • Generation Y
• Influenced by peers and online reviews
In her quest for a new vehicle she • iPod and Smartphone user
has utilized a variety of review • Spends time in social media (blogs,
and research sites in addition to Facebook, Yelp!)
discussing her decision with a
variety of friends and family "I want a safe, reliable, family
members. friendly vehicle that reflects my
personal style."
Melanie's Needs From Asset Bank
• Information about safety and engineering features • Running Footage
• Photos and video that highlight vehicle's styling • DVPOD
• Guidance and education • Chevy.com Galleries
!"#$%&%'()#*+&(
• Nameplate validation from peers or others • Targeted Print
,-.*"/(
• Ability to gather and share information easily • BYO/Matte Art
0#'()"#&1(
• Catalog Images
2*'%-3!-4#5(
• Tours
• 'Other' Images
40. Content Planning For Physical Factors
• Segmentation Potential (Age,
Need vs. Task, etc.)
• Disability
• Device Type (mobile, laptop,
tablet, outdoor, etc.)
• Gender
• Geolocation
• Time
• And Many, Many More
41. Content Planning For Emotional Factors
• Marital Status
• Personalization Tools
• Recommendations
• User Feedback
• Utilization of social and
contextual networking
data
42. Content Planning For Learning Factors
• Familiarity With Content
• Education Attained
• Learning Disabilities
• Reading Level
44. The Era Of Sameness Is Over
• Traditional SEO will suffer
• Context based networks will
rise
• Media opportunities will
multiply based on behavioral
and situational needs
• Increasingly scientific data will
become more important to
designers and marketers
• Our jobs get harder but more
fun
45. How We Learn Becomes A HUGE Factor
• Different content can be served
to target different brain areas
• Targeting the brain’s learning
centers provides for relevant
contextual connections
• Content will vary based on
sociological, age and emotional
factors
47. How We Create Meaning: #1 Primary Visual Cortex
Sight / Visual based center of learning
Activates and delivers information to the Ventral Stream, Dorsal Stream and
Cerebral Cortex to create meaning and context.
48. How We Create Meaning: #2 Ventral Stream
The Recognition Center
The Ventral Stream (left side, Temporal Lobe) figures out what something is
visually, like an Apple, or a Computer, etc. It connects images and ideas to
words and language.
49. How We Create Meaning: #3 Dorsal Stream
The Locator (Physical Space)
The Dorsal Stream (Top and rear, Parietal Lobe) figures out what something
is spatially. This part of the brain is crucial in mental mapping.
50. How We Create Meaning: #4 Limbic System
Center for Emotional Reaction (Feeling)
The Limbic System (Inside the Cortical areas) processes emotions and
controls our body’s endocrine and automatic nervous systems.
55. But We Can Start With Basics
• Content Filtering Via CMS
• Creating new taxonomies to
organize related items and think
beyond the link
• Develop content for the
consumer need not for the
marketing need
• Begin looking at Personas from
a behavioral and situational
standpoint to plan content
• Think about device in content
planning
56. And Maybe Soon We Can Be Here
Functional MRI
With Functional MRI we can record brain stimulation and
reaction while a person is totally awake, learning how our
designs, web sites and content affect individual operations in
the brain.
61. Photo Sources:
(Slide 26) Woman on Laptop - photographer: Ed Yourdon
(Slide 28) Sleeping Woman - photographer: Subtle Mistakes
(Slide 29) Man Thinking - photographer: Panther1619
(Slide 29) Woman Thinking - photographer: Vishiro
(Slide 30) Pair of cell phone users - photographer: ebjSP
(Slide 30) Man on Laptop - photographer: Ed Yourdon
(Slide 30) Man on iPad - Apple PR
(Slides 36-38) Personal Behavioral Context and Situational Context Graphics: Modified from original
concept created by Andrew Hinton
(Slide 45) Brain Chart - Courtesy, Society for Neuroscience ‘Brain Facts’
(Slides 47-49) Brain Diagram - WikiCommons
(Slide 50) Limbic System Diagram - How Stuff Works
Note: All Photos Used were used with permission via a Creative Commons License or with expressed written permission of owner.