Content as a Conversation: Collaborating with Content Strategists

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This document discusses the role of content strategists in collaborating with organizations. It addresses that content strategy is concerned with aligning content with business goals and helping users achieve their goals. The document outlines five areas content strategists can help with: making content shareable in the right formats, making it findable through search engine optimization, making it readable through proper structuring, making it understandable by not letting content break design, and making it actionable by including the right cues. It provides examples of how strategists can help with these areas to improve user experience.

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CONTENT AS A
CONVERSATION:
COLLABORATING WITH
CONTENT STRATEGISTS
AHAVA LEIBTAG
PRESIDENT
AHA MEDIA GROUP, LLC
@ahavaL

CONTENT IS A CONVERSATION.
@ahavaL #UXPA2013

TO WHOM ARE WE
TALKING?
@ahavaL #UXPA2013

WHY IS CONTENT SO SCARY?
• Intimate
• Politically sensitive
• Opaque
• Dangerous
• Requires definition
@ahavaL #UXPA2013

CONTENT REVEALS
TO THE WORLD WHO
WE ARE.
@ahavaL #UXPA2013

Content Strategy Basics
Content strategy is concerned with 2
issues:
1. Aligning your content with your
business goals
2. Helping your users accomplish their
goals
@ahavaL #UXPA2013

Content is a shared system of
assets within your organization.
@ahavaL #UXPA2013

CONTENT IS THE
CONVERSATION THAT FUELS
THE SALES PROCESS.
@ahavaL #UXPA2013

How can a content strategist
help you?
@ahavaL #UXPA2013

1. Shareable (Formats)
2. Findable (SEO)
3. Readable (Structure)
4. Understandable (Don’t let
content break design)
5. Actionable (Find the right
cues)
@ahavaL #UXPA2013

#1: Shareable
(Formats)
@ahavaL #UXPA2013

How do we create a better UX?
All Part of an IA Team
• Data architect
• Taxonomist
• SEO Expert
@ahavaL #UXPA2013

Load Times
Reduced the amount of
time Google needed to
crawl the site by 50%,
which resulted in 1.5
seconds per page view
@ahavaL #UXPA2013

Saved REI Users 22 Years
@ahavaL #UXPA2013

Content strategists need to know
the front end.
And the back end.
@ahavaL #UXPA2013

#3: Readable
(Structure)
@ahavaL #UXPA2013

We must unlearn what we have
learned.
@ahavaL #UXPA2013

Multi-Channel Publishing
@ahavaL #UXPA2013

#4: Understandable
(Don’t let content
break design)
@ahavaL #UXPA2013

Let us tell you.
With character counts and all.
@ahavaL #UXPA2013

Display content so people can
actually read it.
@ahavaL #UXPA2013

• People like to scan.
• But then they find something they want to
read.
• Then they read it.
• Then they share it.
• Isn’t that amazing?
• It’s kind of like how it’s always been, right?
(See cave painting, libraries, newspapers left
on train, articles clipped and sent to family
members through the MAIL….)
• It’s just speed and technology that have
changed.
@ahavaL #UXPA2013

Design Spec/Page Template
@ahavaL #UXPA2013

#5: Actionable
(Find the right
cues)
@ahavaL #UXPA2013

QUESTIONS?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
Twitter: ahavaL
301-452-5331
@ahavaL #UXPA2013

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Content as a Conversation: Collaborating with Content Strategists

1. CONTENT AS A CONVERSATION: COLLABORATING WITH CONTENT STRATEGISTS AHAVA LEIBTAG PRESIDENT AHA MEDIA GROUP, LLC @ahavaL

2. @ahavaL #UXPA2013 CONTENT STRATEGIST

7. CONTENT IS A CONVERSATION. @ahavaL #UXPA2013

8. TO WHOM ARE WE TALKING? @ahavaL #UXPA2013

9. WHO ARE WE? @ahavaL #UXPA2013

10. WHY IS CONTENT SO SCARY? • Intimate • Politically sensitive • Opaque • Dangerous • Requires definition @ahavaL #UXPA2013

11. CONTENT REVEALS TO THE WORLD WHO WE ARE. @ahavaL #UXPA2013

12. @ahavaL #UXPA2013

13. Content Strategy Basics Content strategy is concerned with 2 issues: 1. Aligning your content with your business goals 2. Helping your users accomplish their goals @ahavaL #UXPA2013

14. Content is a shared system of assets within your organization. @ahavaL #UXPA2013

15. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahavaL #UXPA2013

16. @ahavaL #UXPA2013

17. @ahavaL #UXPA2013

18. @ahavaL #UXPA2013

19. PEOPLE @ahavaL #UXPA2013

20. PROCESS @ahavaL #UXPA2013

21. TECHNOLOGY @ahavaL #UXPA2013

22. @ahavaL #UXPA2013

23. @ahavaL #UXPA2013

24. @ahavaL #UXPA2013

25. @ahavaL #UXPA2013

26. How can a content strategist help you? @ahavaL #UXPA2013

27. @ahavaL #UXPA2013

28. 1. Shareable (Formats) 2. Findable (SEO) 3. Readable (Structure) 4. Understandable (Don’t let content break design) 5. Actionable (Find the right cues) @ahavaL #UXPA2013

29. #1: Shareable (Formats) @ahavaL #UXPA2013

30. @ahavaL #UXPA2013

31. @ahavaL #UXPA2013

32. #2: Findable (SEO) @ahavaL #UXPA2013

33. @ahavaL #UXPA2013

34. How do we create a better UX? All Part of an IA Team • Data architect • Taxonomist • SEO Expert @ahavaL #UXPA2013

35. Load Times Reduced the amount of time Google needed to crawl the site by 50%, which resulted in 1.5 seconds per page view @ahavaL #UXPA2013

36. Saved REI Users 22 Years @ahavaL #UXPA2013

37. Content strategists need to know the front end. And the back end. @ahavaL #UXPA2013

38. #3: Readable (Structure) @ahavaL #UXPA2013

39. @ahavaL #UXPA2013

40. We must unlearn what we have learned. @ahavaL #UXPA2013

41. @ahavaL #UXPA2013

42. @ahavaL #UXPA2013

43. Multi-Channel Publishing @ahavaL #UXPA2013

44. @ahavaL #UXPA2013

45. @ahavaL #UXPA2013

46. Content Modeling @ahavaL #UXPA2013

47. #4: Understandable (Don’t let content break design) @ahavaL #UXPA2013

48. @ahavaL #UXPA2013

49. @ahavaL #UXPA2013

50. @ahavaL #UXPA2013

51. Let us tell you. With character counts and all. @ahavaL #UXPA2013

52. Display content so people can actually read it. @ahavaL #UXPA2013

53. • People like to scan. • But then they find something they want to read. • Then they read it. • Then they share it. • Isn’t that amazing? • It’s kind of like how it’s always been, right? (See cave painting, libraries, newspapers left on train, articles clipped and sent to family members through the MAIL….) • It’s just speed and technology that have changed. @ahavaL #UXPA2013

54. People Read. We Help. @ahavaL #UXPA2013

55. Design Spec/Page Template @ahavaL #UXPA2013

56. @ahavaL #UXPA2013

57. #5: Actionable (Find the right cues) @ahavaL #UXPA2013

58. @ahavaL #UXPA2013

59. @ahavaL #UXPA2013

60. @ahavaL #UXPA2013

61. @ahavaL #UXPA2013

62. @ahavaL #UXPA2013

63. @ahavaL #UXPA2013

64. @ahavaL #UXPA2013

65. @ahavaL #UXPA2013