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Everything You Ever Wanted to Know About Content Strategy, But Afraid to Ask
The document explores the various aspects of content strategy, emphasizing the balance between user desires, brand objectives, and design considerations. It highlights the need for effective content audits, establishing clear voice and tone, and the importance of prioritizing high-impact content for improved usability and user experience. Additionally, it addresses the integration of business strategies and the necessity of collaboration in achieving an optimal content strategy.
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Everything You Ever Wanted to Know About Content Strategy, But Afraid to Ask
- 1. “Everything you always wantedto know about content strategy* *But were afraid to ask”
- 7. “Are content strategists glorifiedpeeping toms?”
- 8. Masters of Content •A clinical approach to content • Understand the desires of users • Understand the desires of the brand • Understand the desires of experience designers,
- 9. Masters of Content Theart and science of • Organization • Empathy • Rhetoric
- 10. Masters of Content Adiscipline within User Experience • Contextual inquiry (social listening & search behavior) • Conceptual models (dashboards, infinite feeds, dynamic tiles, immersive worlds, wizards) • • • • • Personas User testing User journeys Competitive analysis Perceived affordances
- 12. Masters of Content:The Dreaded Audit BUSINESS NEED ALIGN ON REVIEW STANDARDS INVENTORY SITE CONDUCT AUDIT SYNTHESIZE & VISUALIZE SUMMARIZE KEY RECOMMENDATIONS
- 13. Masters of Content:Review Standards GUIDELINES TARGET CONSIDERATIONS Voice and tone Brand Does the content consistently reflect the brand voice and attributes? Does the content reinforce the brand positioning? • Voice and style • Useful, relevant, Is the content timely and up-to-date? clear, persuasive Useful, relevant, Customers clear, Is the content consistent throughout the • Findable, shareable persuasive experience? Does the content improve user understanding of product or brand? • Readability, accessibility Usable, findable, Customers & Robots shareable, optimized Can customers find the content when searching using relevant keywords? Is the content easy to navigate to and through? Readability, accessibility Is the content written at the appropriate grade level? Is the content accessible by those with visual or auditory impairments? Customers & Compliance
- 14. “Will you whispersweet nothings into my ear?”
- 15. Masters of Content:Content Narrative Translate brand meaning into content • Pillars/themes • Channels • Roadmap
- 16. Masters of Content:Content Narrative Translate brand meaning into content
- 18. “Does size matterto a content strategist?”
- 19. Size Matters • Lessis best • Too much unkempt content hurts usability • More to manage, more resources, higher costs • Focus on what matters
- 20. “The food here isterrible, and the portions are too small.”
- 21.
- 22. “How would a sadomasochistinterpret content strategy?”
- 23. Less Content, Better Results • • • • • Identifytop tasks Prioritize content Remove long-tail content Reduce cognitive overload Write shorter, more succinct copy • Improve usability
- 24. Focus on Results Business-criticalcontent solves business-critical goals • 22% decrease in online complaints • 48% increase in inbound links • 80% increase in visitors • 70% increase in new registrations
- 25. Customer Satisfaction =Better ROI
- 32. Customer Experience =Better ROI
- 33. Customer Satisfaction =Better ROI Customer Experience = Better ROI
- 35. “Should content strategists and designers‘go native’?”
- 36. BUSINESS STRATEGY BRAND STRATEGY MEDIASTRATEGY (paid) SEARCH STRATEGY CONTENT STRATEGY (owned) SOCIAL STRATEGY CONTENT MARKETING
- 38. And now a sponsoredpost from The School for Digital Craftsmanship
- 39.
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- 42. Should content strategistsby monogamous? CS Creativ Dev e XD/UX
- 44. Wireframe Annotations Template TypeDefinitions Page Element Definitions Content Interactivity
- 46. “Design thinking isthe search for the magical balance between business and art, structure and chaos, intuition and logic, concept and execution...”
- 47.
- 48. “Are there anydeviant content strategy practices I should know about?”
- 49. TYPICAL HUB MODELfor CONTENT STRATEGY Content for Website
- 50. NEW MODEL forCONTENT STRATEGY? Content for Website
- 51.
- 56. The Robots AreNow Your Writers
- 57.
- 58.
- 59. Brand Newsrooms, BrandContent, RTM
- 60. Licensed per term Outsource& owned Exploit the death spiral
- 61. Big Data, BingeViewing & Cadence
- 62. Big Data &Binge Viewing
- 63. Final Thoughts forCS Success • Adopt the same curious approach to content as you had to sex as a teenager • Bring a clinician’s mindset to your work with content • Use the UX toolbox to help inform your content strategy, which in turn can be used to inform design strategy • Don’t hate, collaborate – a brand’s content strategy is bigger than me or you. Guide the ship when you need to. • Thin or play to win with your content
- 64.
- 65. “Are content strategists intocross-dressing?”
- 67.
- 68. UNIFIED ENTERPRISE CONTENTSTRATEGY PRINT TRAINING Central Governed XML Content Repository WEB MOBILE SOCIAL INTRANET
- 71. “Is it OKto learn ‘content strategies’ from older women?”
- 73. Redish ahead ofher time • Use natural language • Think of your site as a conversation with your customer • Exhibit domain mastery • Stay “on theme” in your headlines and copy • Use semantic linking • Maintain strong information scent
- 74. “Does food actas an aphrodisiac for content strategists?”
- 76. GREAT ADS, CAMPAIGNS,CONTENT MARKETING, DESTINATION MICROSITES, BRANDED UTILITY APPS, SOCIAL ENGAGEMENT PRODUCT INFORMATION, PRICING, CONTRACT INFORMATION, DISCLAIMER, LEGALESE NEWSLETTERS, HOW-TO’s, TIPS and TRICKS, PERSONALIZATION, SOCIAL ENGAGEMENT, SWEEPSTAKES