Presented at UX Australia 2010.
http://www.uxaustralia.com.au/conference-2010/
Emerging a Content Strategy from User Research
http://www.uxaustralia.com.au/conference-2010/emerging-a-content-strategy-from-user-research
For a long time we have been repeating the mantra “Content is King” but how much of our UX work actually has impact on content?
User research is excellent at identifying user needs and information seeking, sharing and consumption behaviour however clients, stakeholders and development teams (and even UX professionals) tend to concentrate on testing and recommending solutions to design, navigation, interaction, and technology problems. Even after user research has discovered content “opportunities” what is the transition or deliverable that needs to occur for the research to activate a content strategy. How many of us actually test “content prototypes” with users or have sophisticated content measurement tools? How influential can we be with our clients “the content experts”?
In this presentation Scott Bryant of News Digital Media (NDM) will explain how the NDM USiT team are trying to understand and test content consumption. He’ll share some insights gained from interviewing the people “who make content” happen in both news and product focused contexts and the practicalities they face when considering content strategy and using user research inputs. He’ll also discuss approaches to being influential with the content experts and ask you to share some of your content strategy tips.
Steal This UX: Improving Your Collection With Content Strategy and User Researchbookavore
Presented by Annabelle Mortensen and Stephanie Anderson at the PLA 2016 Conference.
Content strategy and user testing are buzzwords from the online realm, but these principles can be just as useful for practitioners of old-school collection development. Tear out some pages from the digital librarian’s playbook and learn how user interviews, evaluative research, A/B testing, and other fast, inexpensive UX techniques can revolutionize your approach to collection management.
At the end of this session, participants will:
1: Understand the basic principles of content strategy and user research.
2: Be able to identify myriad ways to put these methods into practice at your library.
3: Learn how to apply specific, scalable UX techniques to collection management.
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive. NOTE: This is an updated version of https://www.slideshare.net/hilarymarsh/content-strategy-for-associations
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive.
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...Kim Marques
You made it! You finally got “content strategy” added to your job description. You’ve convinced your organization it’s important and you’re ready to get started. Bring on the content audits, page templates, and copy decks.
Except: What does a content template look like? And how do you create a gap analysis? When Kim Marques joined Liberty Mutual five years ago, she asked herself the same questions—so she started making stuff up. In this session, Kim shared the lessons she learned about documenting and presenting content strategy recommendations, and creating deliverables that help other people do their jobs more effectively.
This session covered:
What some of the most common types of content strategy deliverables are, what they look like, and the purpose each of them serve
How to determine which deliverables are appropriate for your project or organization
How to create documents that help other people complete their parts of the project more effectively
Web content: it’s the meat in the sandwich, not the icing on the cake. Too often, organizations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be somebody else’s problem.
Ever wonder why so many websites feature dense, unreadable prose? Force you to navigate through pages of brochure copy and legalese? Look like they backed up a truck full of PDFs and dumped them in the content management system?
No content strategy, that’s why.
When done the wrong way, creating new content and managing the approval process takes longer and is more painful than anyone expects. But planning for useful, usable content is possible-and necessary. It’s time to do it right.
Steal This UX: Improving Your Collection With Content Strategy and User Researchbookavore
Presented by Annabelle Mortensen and Stephanie Anderson at the PLA 2016 Conference.
Content strategy and user testing are buzzwords from the online realm, but these principles can be just as useful for practitioners of old-school collection development. Tear out some pages from the digital librarian’s playbook and learn how user interviews, evaluative research, A/B testing, and other fast, inexpensive UX techniques can revolutionize your approach to collection management.
At the end of this session, participants will:
1: Understand the basic principles of content strategy and user research.
2: Be able to identify myriad ways to put these methods into practice at your library.
3: Learn how to apply specific, scalable UX techniques to collection management.
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive. NOTE: This is an updated version of https://www.slideshare.net/hilarymarsh/content-strategy-for-associations
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive.
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...Kim Marques
You made it! You finally got “content strategy” added to your job description. You’ve convinced your organization it’s important and you’re ready to get started. Bring on the content audits, page templates, and copy decks.
Except: What does a content template look like? And how do you create a gap analysis? When Kim Marques joined Liberty Mutual five years ago, she asked herself the same questions—so she started making stuff up. In this session, Kim shared the lessons she learned about documenting and presenting content strategy recommendations, and creating deliverables that help other people do their jobs more effectively.
This session covered:
What some of the most common types of content strategy deliverables are, what they look like, and the purpose each of them serve
How to determine which deliverables are appropriate for your project or organization
How to create documents that help other people complete their parts of the project more effectively
Web content: it’s the meat in the sandwich, not the icing on the cake. Too often, organizations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be somebody else’s problem.
Ever wonder why so many websites feature dense, unreadable prose? Force you to navigate through pages of brochure copy and legalese? Look like they backed up a truck full of PDFs and dumped them in the content management system?
No content strategy, that’s why.
When done the wrong way, creating new content and managing the approval process takes longer and is more painful than anyone expects. But planning for useful, usable content is possible-and necessary. It’s time to do it right.
Presentation as part of the New Media Symposium at Pratt Institute: April 25, 2009.
Presentation includes content strategy role description, common deliverables and how to get into the business.
There are many definitions for content strategy, and all of them help shed light on what is a critical and important discipline within the greater field of user experience design, often abbreviated as UX. Here are a few definitions for content strategy.
The Truth About Content: Broken Dreams and the Big FixKristina Halvorson
AUDIO RECORDING: https://schedule.sxsw.com/2018/events/PP97098
The marketing pundits made you a promise: create the content, promote it everywhere, and watch the money roll in. Now you’re stuck with a vast wasteland of unread, unwatched content. What’s the next right move? More promotion? Different content? Can AI help? Fact is, content is a complex beast, and we need to treat it as such. Come learn about a smart strategic framework that will finally help you manage content with confidence, now and in the future.
Six Steps for Building a Government Content StrategyErin Norvell
Do you work in a large government agency and wonder if your content is effective? Are you struggling to coordinate content across various levels of the organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information.
Adapted from an earlier cross-industry version, this edition was specifically created for government agencies. The steps are divided into work to be completed by the global brand (leadership level), by the subunits (topic-specific groups), or through a collaborative effort between both groups.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Why do users visit a website? Most likely it's for the content. Then why is content strategy the most neglected aspect of user experience design? Delivering the right content to meet user needs requires attention throughout the process -- it must be planned, analyzed, produced, edited, managed, and maintained. Even though content is the centerpiece of the user's experience, it rarely gets the attention it deserves during site design and development. This workshop addressed how to integrate content strategy into the website design process, ensuring that the content that gets created is what users need.
Content Strategy is Not Content MarketingRich Schwerin
While content strategy and content marketing are two different practices, both are integral for success. In this short deck, prepared for the San Mateo B2B Bloggers Meetup, I outline some of the differences and similarities between content strategy and content marketing, shine a spotlight on mavens Kristina Halvorson and Joe Pulizzi, and recommend next steps.
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
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.
The frameworks in this document are probably most helpful for those who are already familiar with or practice content strategy. They also represent the ones we particularly like and use the most here at KBS. We hope you find them useful.
Content Strategy: The Key to Effective Web ContentRick Allen
Content is why people visit your website. Period. So why is quality content so easily discounted? Why do we neglect this critical website element that we rely on to attract, inform, engage, and retain site visitors? Answer: content is massive, political and time-consuming. A college website contains thousands of pages with limited content contributors, editors, and managers, all with different perspectives and priorities. In this session, learn how to implement and maintain effective content that drives marketing, engages users and increases website conversions. - http://www.epublishmedia.com
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.
Presentation as part of the New Media Symposium at Pratt Institute: April 25, 2009.
Presentation includes content strategy role description, common deliverables and how to get into the business.
There are many definitions for content strategy, and all of them help shed light on what is a critical and important discipline within the greater field of user experience design, often abbreviated as UX. Here are a few definitions for content strategy.
The Truth About Content: Broken Dreams and the Big FixKristina Halvorson
AUDIO RECORDING: https://schedule.sxsw.com/2018/events/PP97098
The marketing pundits made you a promise: create the content, promote it everywhere, and watch the money roll in. Now you’re stuck with a vast wasteland of unread, unwatched content. What’s the next right move? More promotion? Different content? Can AI help? Fact is, content is a complex beast, and we need to treat it as such. Come learn about a smart strategic framework that will finally help you manage content with confidence, now and in the future.
Six Steps for Building a Government Content StrategyErin Norvell
Do you work in a large government agency and wonder if your content is effective? Are you struggling to coordinate content across various levels of the organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information.
Adapted from an earlier cross-industry version, this edition was specifically created for government agencies. The steps are divided into work to be completed by the global brand (leadership level), by the subunits (topic-specific groups), or through a collaborative effort between both groups.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Why do users visit a website? Most likely it's for the content. Then why is content strategy the most neglected aspect of user experience design? Delivering the right content to meet user needs requires attention throughout the process -- it must be planned, analyzed, produced, edited, managed, and maintained. Even though content is the centerpiece of the user's experience, it rarely gets the attention it deserves during site design and development. This workshop addressed how to integrate content strategy into the website design process, ensuring that the content that gets created is what users need.
Content Strategy is Not Content MarketingRich Schwerin
While content strategy and content marketing are two different practices, both are integral for success. In this short deck, prepared for the San Mateo B2B Bloggers Meetup, I outline some of the differences and similarities between content strategy and content marketing, shine a spotlight on mavens Kristina Halvorson and Joe Pulizzi, and recommend next steps.
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
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.
The frameworks in this document are probably most helpful for those who are already familiar with or practice content strategy. They also represent the ones we particularly like and use the most here at KBS. We hope you find them useful.
Content Strategy: The Key to Effective Web ContentRick Allen
Content is why people visit your website. Period. So why is quality content so easily discounted? Why do we neglect this critical website element that we rely on to attract, inform, engage, and retain site visitors? Answer: content is massive, political and time-consuming. A college website contains thousands of pages with limited content contributors, editors, and managers, all with different perspectives and priorities. In this session, learn how to implement and maintain effective content that drives marketing, engages users and increases website conversions. - http://www.epublishmedia.com
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.
Masterclass on the integration of service design and content strategy given at the Service Design Global Conference 2016 in Amsterdam.
Learn how to apply content strategy to customer journeys, enriching one of the best-known service design deliverables with critically important new layers.
What Content Marketing Is All About And Why It MattersBuiltvisible
An introduction to content marketing, with everything you need to get started. Learn how to research your audience, find out what they need, and then execute a campaign to maximise your brand exposure.
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.
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.
Content Strategy Spectrum - Cait Vlastakis Smith - Centerline DigitalCenterline Digital
The Content Marketing Institute describes two types of content strategists:
- Front-end content strategists are more focused on marketing goals, the customer-facing experience, and content messaging.
- Back-end content strategists are more focused on content structure, scalability and platform.
However, these types of content strategists should be seen as a dichotomy of roles. They’re intimately connected and ultimately working toward the same goal: bringing clarity to information, delivering value to users and creating cognitive ease.
In this presentation, we break down the roles and then show how they only exist in combination.
Learn more: http://www.centerline.net
Overlappings and Underpinnings - Content Strategy and Information ArchitectureChris Moritz
Are content strategy and information architecture (IA) the same thing? Utterly different? Should practitioners see each other as partners, or rivals? In this talk, presented to the Michigan Usability Professionals Association, Chris Moritz (Digital Content Strategy Manager at Campbell Ewald) runs through the arguments and sets out one idea for bringing the two together.
Over the past five years, we’ve seen the rise of social media, the advent of mobile, the (constant) evolution of SEO, the invention of responsive design, and now the industry mandate of content marketing. And yet—despite the fact that everything requires it—content remains a fundamental challenge for all of our organizations. Too much content, or not enough. Producing content in silos, but no backing from leadership to break down the barriers. No central governance in place, but too many internal politics to make it a reality. Seriously—how are we supposed to deal with “digital transformation” if we still can’t agree on what content should go on the homepage of our website? With her typical pragmatism and humor, Kristina shares insights on what’s next (and what’s needed) for content strategy in 2015.
www.mima.org
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7. LOTS
interviews diary studies
user research
proposed segmentation for content categories
project
Focus groups
DATA
attitudinal OF VALIDATION SURVEY
segmentation
8. Needs
A B C
a content
t opportunities
t Persona
i
t
u Persona
d
e Persona Persona
s
Needs vs. Attitudinal Matrix Audience SegmentationTM, Patrick Kennedy
19. “if you take content
strategy out of the mix,
you marginalise one of the
key components of a
successful user experience:
the content.”
Kristina Halvorson, Content Strategy for the Web, p. 167
23. “it’s too hard!”
“there’s too many voices
to consider”
“there’s too many variables”
“what are we trying to achieve
with this?”
“how can we test every single
piece of content?”
25. THE CONTENT CONTINUUM MODEL
CONTENT ISN’T ALWAYS KING
CONTENT CONTENT
CONSUMPTION CREATION
source: http://blog.braintraffic.com/category/information-architecture/
26. What then is
content Strategy?
Kristina Halvorson, Content Strategy for the Web, p. 32
27. What then is
content Strategy?
Planning for content:
Kristina Halvorson, Content Strategy for the Web, p. 32
28. What then is
content Strategy?
Planning for content:
creation
Kristina Halvorson, Content Strategy for the Web, p. 32
29. What then is
content Strategy?
Planning for content:
creation
Kristina Halvorson, Content Strategy for the Web, p. 32
30. What then is
content Strategy?
Planning for content:
creation delivery
Kristina Halvorson, Content Strategy for the Web, p. 32
31. What then is
content Strategy?
Planning for content:
creation delivery
Kristina Halvorson, Content Strategy for the Web, p. 32
32. What then is
content Strategy?
Planning for content:
creation delivery governance
Kristina Halvorson, Content Strategy for the Web, p. 32
33. What then is
content Strategy?
Planning for content:
creation delivery governance
Kristina Halvorson, Content Strategy for the Web, p. 32
34. content-related
disciplines
• online messaging and • search engine
branding optimisation
• information • metadata strategy
architecture
• content management
• editorial strategy strategy
• web writing • content channel
distribution strategy
45. Some key points about
content and strategy
creation delivery governance
• Editors are very
• Don’t really think
focused on creation
of it as content
• work independently
(not so much from but rely on
strategy
delivery or product teams
governance)
• market is changing, • seem to value
• Reactive to the and so are they user experience
news landscape
(concerned with
being first, great • Adjust their
ideas, innovation “Strategy” in
& originality) realtime
Tip: Adjust your content strategy to the context of
where your business may have planning gaps
56. Some tips about
influence
• Treat your content experts as your users,
listen to them - understand their context
• User research isn’t going to be the major
influence
• To be influential you need to recommend
balancing the three circles of users, content
and context.
• Collaboration is the key
58. Share Your
experience
• What are some of your
content strategy tips?
59. further reading
• A big ol’ list of content strategy resources
http://blog.braintraffic.com/2010/06/a-big-ol’-list-of-content-strategy-
resources-for-you/
• Complete Beginner’s Guide to Content Strategy
http://www.uxbooth.com/blog/complete-beginners-guide-to-
content-strategy/
• Content strategy resources on InfoDesign
http://www.informationdesign.org/archives/content-strategy/
• #ContentStrategy on Twitter
Emerging a content strategy from user research.
So first a little disclaimer… I’m not a “Content Strategy expert…but I’m a working as a Senior Experience Architect for News Digital Media and we are predominately a company in the business of content.
So in this presentation I’m not going to really cover the nuts and bolts and detail of “developing a content strategy” (there’s lots of presentations, articles online and books that can help you do that). This talk is more about that shift toward a strategy in the context of my experience “with user experience design”).
So a little background on what got me thinking about Emerging a Content strategy from user research...
There’s a presumption that the work we should be doing is entirely user centred...but remember the 3 circles diagram of IA. Trying to get the balance right for the business and it’s context, user needs & behaviour and “with the right mix of content”. and Jarod touched on this in his keynote yesterday...
But we tend to focus a lot of our efforts at the user end of the spectrum.
I however like what one of my colleague’s Melissa Cooper said about what we do...
There’s a presumption that the work we should be doing is entirely user centred...but remember the 3 circles diagram of IA. Trying to get the balance right for the business and it’s context, user needs & behaviour and “with the right mix of content”. and Jarod touched on this in his keynote yesterday...
But we tend to focus a lot of our efforts at the user end of the spectrum.
I however like what one of my colleague’s Melissa Cooper said about what we do...
There’s a presumption that the work we should be doing is entirely user centred...but remember the 3 circles diagram of IA. Trying to get the balance right for the business and it’s context, user needs & behaviour and “with the right mix of content”. and Jarod touched on this in his keynote yesterday...
But we tend to focus a lot of our efforts at the user end of the spectrum.
I however like what one of my colleague’s Melissa Cooper said about what we do...
We are really just mediators between all these things...and our work shouldn’t be predominately “user centred”
We are really just mediators between all these things...and our work shouldn’t be predominately “user centred”
so a little story... a year ago I was working on a user research project for a product at NDM with a colleague of mine, Patrick Kennedy (he’s the design research lead in our team, USiT). It was quite a large piece of work commissioned originally by marketing to validate a proposed segmentation for content categories and it was to be done from a design research perspective. 
So this project involved over 10 in-depth interviews, diary studies, two sets of focus groups and a large survey at the end to validate what was coming out of the qualitative research. Along the way we talked to some of people from News Limited’s Intelligence area and they also ran some attitudinal segmentation for us to add to the mix. It was really interesting, and lots of data was collected. In the end Patrick developed what he cleverly called a “Needs vs. Attitudinal Matrix Audience SegmentationTM.
so a little story... a year ago I was working on a user research project for a product at NDM with a colleague of mine, Patrick Kennedy (he’s the design research lead in our team, USiT). It was quite a large piece of work commissioned originally by marketing to validate a proposed segmentation for content categories and it was to be done from a design research perspective. 
So this project involved over 10 in-depth interviews, diary studies, two sets of focus groups and a large survey at the end to validate what was coming out of the qualitative research. Along the way we talked to some of people from News Limited’s Intelligence area and they also ran some attitudinal segmentation for us to add to the mix. It was really interesting, and lots of data was collected. In the end Patrick developed what he cleverly called a “Needs vs. Attitudinal Matrix Audience SegmentationTM.
so a little story... a year ago I was working on a user research project for a product at NDM with a colleague of mine, Patrick Kennedy (he’s the design research lead in our team, USiT). It was quite a large piece of work commissioned originally by marketing to validate a proposed segmentation for content categories and it was to be done from a design research perspective. 
So this project involved over 10 in-depth interviews, diary studies, two sets of focus groups and a large survey at the end to validate what was coming out of the qualitative research. Along the way we talked to some of people from News Limited’s Intelligence area and they also ran some attitudinal segmentation for us to add to the mix. It was really interesting, and lots of data was collected. In the end Patrick developed what he cleverly called a “Needs vs. Attitudinal Matrix Audience SegmentationTM.
so a little story... a year ago I was working on a user research project for a product at NDM with a colleague of mine, Patrick Kennedy (he’s the design research lead in our team, USiT). It was quite a large piece of work commissioned originally by marketing to validate a proposed segmentation for content categories and it was to be done from a design research perspective. 
So this project involved over 10 in-depth interviews, diary studies, two sets of focus groups and a large survey at the end to validate what was coming out of the qualitative research. Along the way we talked to some of people from News Limited’s Intelligence area and they also ran some attitudinal segmentation for us to add to the mix. It was really interesting, and lots of data was collected. In the end Patrick developed what he cleverly called a “Needs vs. Attitudinal Matrix Audience SegmentationTM.
so a little story... a year ago I was working on a user research project for a product at NDM with a colleague of mine, Patrick Kennedy (he’s the design research lead in our team, USiT). It was quite a large piece of work commissioned originally by marketing to validate a proposed segmentation for content categories and it was to be done from a design research perspective. 
So this project involved over 10 in-depth interviews, diary studies, two sets of focus groups and a large survey at the end to validate what was coming out of the qualitative research. Along the way we talked to some of people from News Limited’s Intelligence area and they also ran some attitudinal segmentation for us to add to the mix. It was really interesting, and lots of data was collected. In the end Patrick developed what he cleverly called a “Needs vs. Attitudinal Matrix Audience SegmentationTM.
so a little story... a year ago I was working on a user research project for a product at NDM with a colleague of mine, Patrick Kennedy (he’s the design research lead in our team, USiT). It was quite a large piece of work commissioned originally by marketing to validate a proposed segmentation for content categories and it was to be done from a design research perspective. 
So this project involved over 10 in-depth interviews, diary studies, two sets of focus groups and a large survey at the end to validate what was coming out of the qualitative research. Along the way we talked to some of people from News Limited’s Intelligence area and they also ran some attitudinal segmentation for us to add to the mix. It was really interesting, and lots of data was collected. In the end Patrick developed what he cleverly called a “Needs vs. Attitudinal Matrix Audience SegmentationTM.
so a little story... a year ago I was working on a user research project for a product at NDM with a colleague of mine, Patrick Kennedy (he’s the design research lead in our team, USiT). It was quite a large piece of work commissioned originally by marketing to validate a proposed segmentation for content categories and it was to be done from a design research perspective. 
So this project involved over 10 in-depth interviews, diary studies, two sets of focus groups and a large survey at the end to validate what was coming out of the qualitative research. Along the way we talked to some of people from News Limited’s Intelligence area and they also ran some attitudinal segmentation for us to add to the mix. It was really interesting, and lots of data was collected. In the end Patrick developed what he cleverly called a “Needs vs. Attitudinal Matrix Audience SegmentationTM.
so a little story... a year ago I was working on a user research project for a product at NDM with a colleague of mine, Patrick Kennedy (he’s the design research lead in our team, USiT). It was quite a large piece of work commissioned originally by marketing to validate a proposed segmentation for content categories and it was to be done from a design research perspective. 
So this project involved over 10 in-depth interviews, diary studies, two sets of focus groups and a large survey at the end to validate what was coming out of the qualitative research. Along the way we talked to some of people from News Limited’s Intelligence area and they also ran some attitudinal segmentation for us to add to the mix. It was really interesting, and lots of data was collected. In the end Patrick developed what he cleverly called a “Needs vs. Attitudinal Matrix Audience SegmentationTM.
so a little story... a year ago I was working on a user research project for a product at NDM with a colleague of mine, Patrick Kennedy (he’s the design research lead in our team, USiT). It was quite a large piece of work commissioned originally by marketing to validate a proposed segmentation for content categories and it was to be done from a design research perspective. 
So this project involved over 10 in-depth interviews, diary studies, two sets of focus groups and a large survey at the end to validate what was coming out of the qualitative research. Along the way we talked to some of people from News Limited’s Intelligence area and they also ran some attitudinal segmentation for us to add to the mix. It was really interesting, and lots of data was collected. In the end Patrick developed what he cleverly called a “Needs vs. Attitudinal Matrix Audience SegmentationTM.
In the end Patrick developed what he cleverly called a “Needs vs. Attitudinal Matrix Audience SegmentationTM. So in the end there was a proposed model that some personas could be extracted from and a big slidedeck full of research findings and data.
A workshop was run with stakeholders to brainstorm what this model might mean for the business going forward. After that I couldn’t help thinking our handover of findings to the business missed something even though we’d outlined some content opportunities. I wondered how much impact the findings from the user research had on the direction for content of the product?
I became paranoid, was I failing as an EA to keep the findings of the user research alive? Was I not influential enough?
I wondered what we could do to activate a change and who’s role was it to make it happen now?
How can the findings from user research really make an impact on content as opposed to design, navigation and labelling (the stuff we are really good at).
(click)
I think the biggest realisation I had was that you cannot influence content from user research alone…
That’s not going to emerge the content strategy! I realised I didn’t really know enough about what was in those business and context circles. For example what is the content workflow? What are the current motivations for content creation…I realised you’ve got to talk to the people working with content
It wasn’t long after that I started to really notice the term “Content Strategy” gaining momentum in the web community, on twitter, facebook and linkedin, in conference programmes like SXSW, articles by “CONTENT STRATEGISTS”, debates on the definition content and strategy and their own Content Strategy Summit!
It wasn’t long after that I started to really notice the term “Content Strategy” gaining momentum in the web community, on twitter, facebook and linkedin, in conference programmes like SXSW, articles by “CONTENT STRATEGISTS”, debates on the definition content and strategy and their own Content Strategy Summit!
It wasn’t long after that I started to really notice the term “Content Strategy” gaining momentum in the web community, on twitter, facebook and linkedin, in conference programmes like SXSW, articles by “CONTENT STRATEGISTS”, debates on the definition content and strategy and their own Content Strategy Summit!
It wasn’t long after that I started to really notice the term “Content Strategy” gaining momentum in the web community, on twitter, facebook and linkedin, in conference programmes like SXSW, articles by “CONTENT STRATEGISTS”, debates on the definition content and strategy and their own Content Strategy Summit!
It wasn’t long after that I started to really notice the term “Content Strategy” gaining momentum in the web community, on twitter, facebook and linkedin, in conference programmes like SXSW, articles by “CONTENT STRATEGISTS”, debates on the definition content and strategy and their own Content Strategy Summit!
It wasn’t long after that I started to really notice the term “Content Strategy” gaining momentum in the web community, on twitter, facebook and linkedin, in conference programmes like SXSW, articles by “CONTENT STRATEGISTS”, debates on the definition content and strategy and their own Content Strategy Summit!
It wasn’t long after that I started to really notice the term “Content Strategy” gaining momentum in the web community, on twitter, facebook and linkedin, in conference programmes like SXSW, articles by “CONTENT STRATEGISTS”, debates on the definition content and strategy and their own Content Strategy Summit!
Yes UX people there seems to be a CONTENT STRATEGY REVOLUTION happening!
around this time also came across this book by Kristina Halvorson…
Content Strategy for the Web…(and it’s also Revolutionary Red!
Anyhow the title itself is kind of radical because for a long time I think we’ve been trying to do “Web Strategy for Content”
Who’s read it?
It’s the type of book that’s really quite easy to read and there’s fundamental stuff in there that you just go…”wow…why aren’t we thinking of that stuff…” It’s also the type of book that gets shared around…I’ve been passing it over my pod to the business analyst I work closely with… and now he’s read it and shares my enthusiasm.. it’s starting to creep further down our row…
anyhow there is revolutionary stuff in this book for a start…be scared people because Kristina says....
Content Strategy for the Web…(and it’s also Revolutionary Red!
Anyhow the title itself is kind of radical because for a long time I think we’ve been trying to do “Web Strategy for Content”
Who’s read it?
It’s the type of book that’s really quite easy to read and there’s fundamental stuff in there that you just go…”wow…why aren’t we thinking of that stuff…” It’s also the type of book that gets shared around…I’ve been passing it over my pod to the business analyst I work closely with… and now he’s read it and shares my enthusiasm.. it’s starting to creep further down our row…
anyhow there is revolutionary stuff in this book for a start…be scared people because Kristina says....
Content Strategy for the Web…(and it’s also Revolutionary Red!
Anyhow the title itself is kind of radical because for a long time I think we’ve been trying to do “Web Strategy for Content”
Who’s read it?
It’s the type of book that’s really quite easy to read and there’s fundamental stuff in there that you just go…”wow…why aren’t we thinking of that stuff…” It’s also the type of book that gets shared around…I’ve been passing it over my pod to the business analyst I work closely with… and now he’s read it and shares my enthusiasm.. it’s starting to creep further down our row…
anyhow there is revolutionary stuff in this book for a start…be scared people because Kristina says....
some radical things...like
PUSH “USER EXPERIENCE DESIGN” OFF THE PEDASTOOL” p. 164
and
CONTENT IS NOT A FEATURE
http://3.bp.blogspot.com/_4UtOUhm_0LM/ShOMBmWPymI/AAAAAAAAATY/Qu8UfNFlNzA/s1600-h/image_of_Kristina_Halvorson_byWarrenParsons.jpg
And goes on to say…
”UX designers don’t tend to deal with content”
And collaboration is the answer “
So what she means is…
“if you take content strategy out of the mix, you marginalise one of the key components of a successful user experience: the content.
So all of this really resonated with me…
for years I’ve been Lorem ipsum-ing in place of real Content features into boxes on wireframes
and plonking page stacks on wireframes..... thinking content was someone else’s problem…
And dilemma-ing on how to really test content in a usability testing session…other than skirt around it testing how people get to it via navigation and labelling
Even when you suggest testing content with teams it makes people nervous…
the say
“it’s too hard”
“theres’ too many voices to consider”
“there’s too many variables”
“what are we trying to achieve with this”
“how can we test every single piece of content”
the say
“it’s too hard”
“theres’ too many voices to consider”
“there’s too many variables”
“what are we trying to achieve with this”
“how can we test every single piece of content”
the say
“it’s too hard”
“theres’ too many voices to consider”
“there’s too many variables”
“what are we trying to achieve with this”
“how can we test every single piece of content”
the say
“it’s too hard”
“theres’ too many voices to consider”
“there’s too many variables”
“what are we trying to achieve with this”
“how can we test every single piece of content”
the say
“it’s too hard”
“theres’ too many voices to consider”
“there’s too many variables”
“what are we trying to achieve with this”
“how can we test every single piece of content”
So is then content really King?
Something else I came across in relation to all the content strategy hype recently really struck a cord with me also…
Dan Saffer from kicker studio blog suggested Content isn’t always king! He looks at it from a real interaction design point of view putting forward the “content continuum” model…
http://www.kickerstudio.com/blog/2010/03/content-not-always-king/
Content consumption – Content Creation
For example many of the products we use online fall somewhere on this continuum…
Even in our own company there are varying degrees of where are products fall in NDM on the content continuum…and we are in the Content business = News digital media. Is this “Content strategy stuff” something we should be thinking about more even though we are in the content business.
You could argue though that even with products that are content creation focused, content plays an integral role to interaction. i.e. instructional text, labelling, distribution and sharing strategy.
So probably by now you are probably wondering what exactly “content strategy is. How do we define it? And since I’ve now introduced you to the revolutionary “Content Strategy for the Web” by Kristina Halvorson...Lets just review her definition...
She’s says in essence it’s a strategy that is carefully considered, a well articulated plan of action,
click
achievable and executable...Content strategy plans for...
(Click for points...)
Creation: (what and why? how will it be structured and found? from where? who’s in charge of it?
click
Delivery: How does it get online? who will Review, edit approve and load it. What are the Phases? User requirements, tools and data to find it by users
click
Governance: What happens once it goes live? plan for adding, updating and archiving? Policies, standards, guidelines and evaluation.
So probably by now you are probably wondering what exactly “content strategy is. How do we define it? And since I’ve now introduced you to the revolutionary “Content Strategy for the Web” by Kristina Halvorson...Lets just review her definition...
She’s says in essence it’s a strategy that is carefully considered, a well articulated plan of action,
click
achievable and executable...Content strategy plans for...
(Click for points...)
Creation: (what and why? how will it be structured and found? from where? who’s in charge of it?
click
Delivery: How does it get online? who will Review, edit approve and load it. What are the Phases? User requirements, tools and data to find it by users
click
Governance: What happens once it goes live? plan for adding, updating and archiving? Policies, standards, guidelines and evaluation.
So probably by now you are probably wondering what exactly “content strategy is. How do we define it? And since I’ve now introduced you to the revolutionary “Content Strategy for the Web” by Kristina Halvorson...Lets just review her definition...
She’s says in essence it’s a strategy that is carefully considered, a well articulated plan of action,
click
achievable and executable...Content strategy plans for...
(Click for points...)
Creation: (what and why? how will it be structured and found? from where? who’s in charge of it?
click
Delivery: How does it get online? who will Review, edit approve and load it. What are the Phases? User requirements, tools and data to find it by users
click
Governance: What happens once it goes live? plan for adding, updating and archiving? Policies, standards, guidelines and evaluation.
So probably by now you are probably wondering what exactly “content strategy is. How do we define it? And since I’ve now introduced you to the revolutionary “Content Strategy for the Web” by Kristina Halvorson...Lets just review her definition...
She’s says in essence it’s a strategy that is carefully considered, a well articulated plan of action,
click
achievable and executable...Content strategy plans for...
(Click for points...)
Creation: (what and why? how will it be structured and found? from where? who’s in charge of it?
click
Delivery: How does it get online? who will Review, edit approve and load it. What are the Phases? User requirements, tools and data to find it by users
click
Governance: What happens once it goes live? plan for adding, updating and archiving? Policies, standards, guidelines and evaluation.
So probably by now you are probably wondering what exactly “content strategy is. How do we define it? And since I’ve now introduced you to the revolutionary “Content Strategy for the Web” by Kristina Halvorson...Lets just review her definition...
She’s says in essence it’s a strategy that is carefully considered, a well articulated plan of action,
click
achievable and executable...Content strategy plans for...
(Click for points...)
Creation: (what and why? how will it be structured and found? from where? who’s in charge of it?
click
Delivery: How does it get online? who will Review, edit approve and load it. What are the Phases? User requirements, tools and data to find it by users
click
Governance: What happens once it goes live? plan for adding, updating and archiving? Policies, standards, guidelines and evaluation.
So probably by now you are probably wondering what exactly “content strategy is. How do we define it? And since I’ve now introduced you to the revolutionary “Content Strategy for the Web” by Kristina Halvorson...Lets just review her definition...
She’s says in essence it’s a strategy that is carefully considered, a well articulated plan of action,
click
achievable and executable...Content strategy plans for...
(Click for points...)
Creation: (what and why? how will it be structured and found? from where? who’s in charge of it?
click
Delivery: How does it get online? who will Review, edit approve and load it. What are the Phases? User requirements, tools and data to find it by users
click
Governance: What happens once it goes live? plan for adding, updating and archiving? Policies, standards, guidelines and evaluation.
So probably by now you are probably wondering what exactly “content strategy is. How do we define it? And since I’ve now introduced you to the revolutionary “Content Strategy for the Web” by Kristina Halvorson...Lets just review her definition...
She’s says in essence it’s a strategy that is carefully considered, a well articulated plan of action,
click
achievable and executable...Content strategy plans for...
(Click for points...)
Creation: (what and why? how will it be structured and found? from where? who’s in charge of it?
click
Delivery: How does it get online? who will Review, edit approve and load it. What are the Phases? User requirements, tools and data to find it by users
click
Governance: What happens once it goes live? plan for adding, updating and archiving? Policies, standards, guidelines and evaluation.
So I thought it would be useful to collect some more stories from a range of people who really knew content other than the users and talk to them about content strategy and this really forms the basis for the rest of my presentation.
So I did some internal research. I interviewed four people who were in key positions at the coal-face of content, I thought these people would be the closest I would come to content strategy. They were suggested to me by my USiT colleagues, each of us has worked with at least one of them.
My aim was to also interview them from a range of products in the media spectrum. Somewhere on the content continuum…I also now have again lots of material..Tonnes of Content about content, four hours worth that I’ve had to somehow distil down into some relevant snippets for this presentation so the whole thing has been somewhat of a mini content strategy deployment on my part.
One of the things that might be unique to us in comparison to your organisations is we have no lack of resources in terms of people dealing with content.
So here are my four content experts
I really wanted to focus on three core themes with the questions I asked them:
-What is the context of content for your business
-Measuring content/understanding audience, and
-Influence
So I’ll play some segments on these themes, we’ll stop along the way so I can share a bit of a summary on the takeouts I got out of each section…
I really wanted to focus on three core themes with the questions I asked them:
-What is the context of content for your business
-Measuring content/understanding audience, and
-Influence
So I’ll play some segments on these themes, we’ll stop along the way so I can share a bit of a summary on the takeouts I got out of each section…
I really wanted to focus on three core themes with the questions I asked them:
-What is the context of content for your business
-Measuring content/understanding audience, and
-Influence
So I’ll play some segments on these themes, we’ll stop along the way so I can share a bit of a summary on the takeouts I got out of each section…
Some key points about content and strategy from the editors i spoke to....
It’s clear these content experts are very focussed on the “creation” end of content strategy…they don’t really emphasise governance
There’s a clear difference between the more news focussed vs. classifieds' approach to content strategy and user research
They are pre-occupied by telling the story and breaking the news fast.
They don’t really think of content strategy in the same way Halvorson describes they are focussed on editorial.
The market is changing and so they are having to adapt to that.
They value experience of others i.e. user experience but work fairly independently from product teams.
I think things like originality is something UX professionals can help with as well as the market changes that effect editorial value and original ideas
Tip: Adjust your content strategy to the context of where your business may have planning gaps
I’d imagine in government you’d expect their to be heaps of governance but maybe not great expertise in copyrighting or creation?
Playback recordings of what users mouse over, scrolling behaviour, tracing text.
Engagement time is stop start, doesn’t include dormant time.
Playback recordings of what users mouse over, scrolling behaviour, tracing text.
Engagement time is stop start, doesn’t include dormant time.
Some of the editors mentioned facebook like and recommend in terms of measuring engagement. There’s lots of issues here. Just take a look at this story. I don’t really know if I feel comfortable “liking” that. It’s kind of disturbing. But 580 people have recommended it, why?
Sensitivity can be the issue, we don’t know why they like it or what about it they like or recommend. Supposedly you can use facebook insights to gain more demographic info about people who have liked or recommended.
Tynt copy and paste is interesting, what can we get out of that. this has been implemented on news.com.au. you can see in this example it places an attribution link back to the story after any past action.
copy referrers to search engines
copy and pastes from documents
Kampyle feedback analytics.
You can set it up to gather feedback on anything from content to design.
very flexible to set up.
Be wary of highly engaged minority!
OK so just a final clip now on influence...
Some key points about content and strategy from the editors i spoke to....
Treat your content experts as your users, listen to them - understand their context
User research isn’t going to be the major influence
To be influential you need to recommend balancing the three circles of users, content and context. Demonstrate you understand
Collaboration is the key