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(less)Content(more)Strategy 1 23 June 2011                   @dgcooley                    #UPA2011
About me 12 years as user researcher/usability specialist BE, Biomedical & Electrical Engineering MS, Human Factors in Information Design Selected Employers & Clients 23 June 2011                   @dgcooley                    #UPA2011 2 danielle@dgcooley.com @dgcooley
Why I’m here 23 June 2011                   @dgcooley                    #UPA2011 3 I have a hypothesis.
(Less) Content. (More) Strategy. 23 June 2011                   @dgcooley                    #UPA2011 4 Content Stress Expense Value to End User Revenue Expenses and stress increase with content. While end user value and revenue ultimately suffer.
So What Is Content Strategy? 23 June 2011                   @dgcooley                    #UPA2011 5
Uh-oh! 23 June 2011                   @dgcooley                    #UPA2011 6 CS Basics
You probably already do it! 23 June 2011                   @dgcooley                    #UPA2011 7 CS Basics
Aaaah. Clients. 23 June 2011                   @dgcooley                    #UPA2011 8 (More) Strategy CS Basics I need a wireframe. Uhhhhh… OK?
Which one? 23 June 2011                   @dgcooley                    #UPA2011 9 (More) Strategy CS Basics ?
Kristina Halvorson’s definition 23 June 2011                   @dgcooley                    #UPA2011 10 “ CS Basics “Content Strategy is the practice of planning for content creation, delivery, and governance.” 	- Kristina Halvorson
RahelBailie’sdefinition 23 June 2011                   @dgcooley                    #UPA2011 11 “ CS Basics “Content Strategy is the development of a repeatable process that manages content throughout the entire content lifecycle.” And that means, from planning to creation to management within the CMS, to publishing, to post-publishing activities, and back through the next iteration of planning, and so on
What content are we talking about? 23 June 2011                   @dgcooley                    #UPA2011 12 CS Basics Video Audio  Graphics http://www.site.com PDFs Photos Tweets Blog Entries Links spacer.gif Copy
Content creation Who’s going to create it? How often? What kind of content will it be? Tone? 23 June 2011                   @dgcooley                    #UPA2011 13 CS Basics Don’t forget about maintenance!
Content delivery Is this going on the website? Twitter? Facebook? Email? Annual Report? 23 June 2011                   @dgcooley                    #UPA2011 14 CS Basics Technical considerations can be huge!
Content governance Who reviews & approves new and updated content? Who determines and enforces removal and archival rules? 23 June 2011                   @dgcooley                    #UPA2011 15 CS Basics Who gets to (has to?) say “No!” to the boss?
(Less) Content 23 June 2011                   @dgcooley                    #UPA2011 16
The long neck 23 June 2011                   @dgcooley                    #UPA2011 17 (Less) Content http://www.gerrymcgovern.com/
Content’slong neck 23 June 2011                   @dgcooley                    #UPA2011 18 (Less) Content (Less) Content (Less) Content  Benefit Cost
Required quadrant map 23 June 2011                   @dgcooley                    #UPA2011 19 (Less) Content (Less) Content Benefit Contact Logo & Branding Cost FAQ It Depends  Letter from the CEO Culture Video
Content is expensive 23 June 2011                   @dgcooley                    #UPA2011 20 (Less) Content Salary.com
Signal to noise ratio 23 June 2011                   @dgcooley                    #UPA2011 21 (Less) Content www.jolyon.co.uk
The psychology of clutter 23 June 2011                   @dgcooley                    #UPA2011 22 (Less) Content
The psychology of clutter 23 June 2011                   @dgcooley                    #UPA2011 23 (Less) Content
Dustin Curtis gets it 23 June 2011                   @dgcooley                    #UPA2011 24 (Less) Content http://www.dustincurtis.com/dear_american_airlines.html
AA is even starting to get it 23 June 2011                   @dgcooley                    #UPA2011 25 (Less) Content
This person got it. 23 June 2011                   @dgcooley                    #UPA2011 26 (Less) Content Enter your tracking number Track My Package Everything Else Reference unknown.
GoDaddy Didn’t Get it. 23 June 2011                   @dgcooley                    #UPA2011 27 (Less) Content And it cost them a (high profile) customer. http://www.heathbrothers.com/posts/2011/04/gone-godaddy-gone/
Ahem. 23 June 2011                   @dgcooley                    #UPA2011 28 (Less) Content vs.
Lane Furniture.com doesn’t get it. 23 June 2011                   @dgcooley                    #UPA2011 29 (Less) Content http://www.lanefurniture.com/Contact-Us/FAQ.aspx
(More) Strategy 23 June 2011                   @dgcooley                    #UPA2011 30
The most important thing 23 June 2011                   @dgcooley                    #UPA2011 31 (More) Strategy (More) Strategy Your content is the most important thing about your website.
Let me repeat that… 23 June 2011                   @dgcooley                    #UPA2011 32 (More) Strategy (More) Strategy Your content is the most important thing about your website.
Take care of important things 23 June 2011                   @dgcooley                    #UPA2011 33 (More) Strategy (More) Strategy   Yell at anyone who doesn’t. Treat your content with love.
LoremIpsum must die! 23 June 2011                   @dgcooley                    #UPA2011 34 (More) Strategy (More) Strategy Loremipsum dolor sit amet, consecteturadipiscingelit. Donecnuncenim, volutpatutmalesuada sit amet, aliquameuorci. In quismauris at enimfermentumvulputate et sedenim. Suspendissetemporligula et liberoiaculisquistemporeratimperdiet. Vivamusadipiscingnuncvelodio dictum tempor. Nullamaurisnibh, laoreetneclacinia id, feugiateueros. Curabiturfaucibusgravidalectus, sedfaucibusfelismattisnec. Duisinterdumplaceraturna sit ametposuere. Aenean in ligula at enimconvallissagittis. Nam ac fermentumaugue. Curabitursollicitudin, loremvel tempus malesuada, tellus quam lobortisrisus, id dapibusodioleoegetorci. Morbieuaugue mi, euportaarcu. Donecmassaleo, blanditquisviverra vitae, fringilla in augue. Crascondimentum, nibhutvariuslacinia, metus quam faucibustortor, sedposuere lacus risus in diam. Donecleoorci, fermentumvelsuscipiteget, tempus in leo. Vivamus ante justo, posuere at sagittis at, consequatvelleo. Vestibulumrutrumcommodolorem, non varius nisi venenatisnec.
Bacon Ipsum, however, is awesome. 23 June 2011                   @dgcooley                    #UPA2011 35 (More) Strategy (More) Strategy (No! Not really!) http://www.baconipsum.com
SEO 23 June 2011                   @dgcooley                    #UPA2011 36 (More) Strategy (More) Strategy SEO is important and should be considered as part of your strategy. <title> tags Link text & placement Copy volume
Video 23 June 2011                   @dgcooley                    #UPA2011 37 (More) Strategy (More) Strategy Video is expensive, and its use should be considered very carefully. “I’d rather just read.” “Video takes too long.” 81% of users leave video if it buffers. http://www.tubemogul.com/research/report/99-Online-Video-Delivery-Still-Nowhere-Near-TV-Quality
Information architecture 23 June 2011                   @dgcooley                    #UPA2011 38 (More) Strategy (More) Strategy Whatever content is included needs to be organized very well.
More content might be OK. Maybe. Sometimes. 23 June 2011                   @dgcooley                    #UPA2011 39 (More) Strategy
Recap & additional resources You are (probably) already a content strategist. Content is expensive. Let go of what no longer serves you. Optimize what does. 23 June 2011                   @dgcooley                    #UPA2011 40 Content Strategy meetups in many cities “Content Strategy “Group http://blog.braintraffic.com Erin Kissane Twitter.com/kissane Kristina Halvorson Twitter.com/halvorson

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(Less) Content. (More) Strategy

  • 1. (less)Content(more)Strategy 1 23 June 2011 @dgcooley #UPA2011
  • 2. About me 12 years as user researcher/usability specialist BE, Biomedical & Electrical Engineering MS, Human Factors in Information Design Selected Employers & Clients 23 June 2011 @dgcooley #UPA2011 2 danielle@dgcooley.com @dgcooley
  • 3. Why I’m here 23 June 2011 @dgcooley #UPA2011 3 I have a hypothesis.
  • 4. (Less) Content. (More) Strategy. 23 June 2011 @dgcooley #UPA2011 4 Content Stress Expense Value to End User Revenue Expenses and stress increase with content. While end user value and revenue ultimately suffer.
  • 5. So What Is Content Strategy? 23 June 2011 @dgcooley #UPA2011 5
  • 6. Uh-oh! 23 June 2011 @dgcooley #UPA2011 6 CS Basics
  • 7. You probably already do it! 23 June 2011 @dgcooley #UPA2011 7 CS Basics
  • 8. Aaaah. Clients. 23 June 2011 @dgcooley #UPA2011 8 (More) Strategy CS Basics I need a wireframe. Uhhhhh… OK?
  • 9. Which one? 23 June 2011 @dgcooley #UPA2011 9 (More) Strategy CS Basics ?
  • 10. Kristina Halvorson’s definition 23 June 2011 @dgcooley #UPA2011 10 “ CS Basics “Content Strategy is the practice of planning for content creation, delivery, and governance.” - Kristina Halvorson
  • 11. RahelBailie’sdefinition 23 June 2011 @dgcooley #UPA2011 11 “ CS Basics “Content Strategy is the development of a repeatable process that manages content throughout the entire content lifecycle.” And that means, from planning to creation to management within the CMS, to publishing, to post-publishing activities, and back through the next iteration of planning, and so on
  • 12. What content are we talking about? 23 June 2011 @dgcooley #UPA2011 12 CS Basics Video Audio Graphics http://www.site.com PDFs Photos Tweets Blog Entries Links spacer.gif Copy
  • 13. Content creation Who’s going to create it? How often? What kind of content will it be? Tone? 23 June 2011 @dgcooley #UPA2011 13 CS Basics Don’t forget about maintenance!
  • 14. Content delivery Is this going on the website? Twitter? Facebook? Email? Annual Report? 23 June 2011 @dgcooley #UPA2011 14 CS Basics Technical considerations can be huge!
  • 15. Content governance Who reviews & approves new and updated content? Who determines and enforces removal and archival rules? 23 June 2011 @dgcooley #UPA2011 15 CS Basics Who gets to (has to?) say “No!” to the boss?
  • 16. (Less) Content 23 June 2011 @dgcooley #UPA2011 16
  • 17. The long neck 23 June 2011 @dgcooley #UPA2011 17 (Less) Content http://www.gerrymcgovern.com/
  • 18. Content’slong neck 23 June 2011 @dgcooley #UPA2011 18 (Less) Content (Less) Content (Less) Content  Benefit Cost
  • 19. Required quadrant map 23 June 2011 @dgcooley #UPA2011 19 (Less) Content (Less) Content Benefit Contact Logo & Branding Cost FAQ It Depends  Letter from the CEO Culture Video
  • 20. Content is expensive 23 June 2011 @dgcooley #UPA2011 20 (Less) Content Salary.com
  • 21. Signal to noise ratio 23 June 2011 @dgcooley #UPA2011 21 (Less) Content www.jolyon.co.uk
  • 22. The psychology of clutter 23 June 2011 @dgcooley #UPA2011 22 (Less) Content
  • 23. The psychology of clutter 23 June 2011 @dgcooley #UPA2011 23 (Less) Content
  • 24. Dustin Curtis gets it 23 June 2011 @dgcooley #UPA2011 24 (Less) Content http://www.dustincurtis.com/dear_american_airlines.html
  • 25. AA is even starting to get it 23 June 2011 @dgcooley #UPA2011 25 (Less) Content
  • 26. This person got it. 23 June 2011 @dgcooley #UPA2011 26 (Less) Content Enter your tracking number Track My Package Everything Else Reference unknown.
  • 27. GoDaddy Didn’t Get it. 23 June 2011 @dgcooley #UPA2011 27 (Less) Content And it cost them a (high profile) customer. http://www.heathbrothers.com/posts/2011/04/gone-godaddy-gone/
  • 28. Ahem. 23 June 2011 @dgcooley #UPA2011 28 (Less) Content vs.
  • 29. Lane Furniture.com doesn’t get it. 23 June 2011 @dgcooley #UPA2011 29 (Less) Content http://www.lanefurniture.com/Contact-Us/FAQ.aspx
  • 30. (More) Strategy 23 June 2011 @dgcooley #UPA2011 30
  • 31. The most important thing 23 June 2011 @dgcooley #UPA2011 31 (More) Strategy (More) Strategy Your content is the most important thing about your website.
  • 32. Let me repeat that… 23 June 2011 @dgcooley #UPA2011 32 (More) Strategy (More) Strategy Your content is the most important thing about your website.
  • 33. Take care of important things 23 June 2011 @dgcooley #UPA2011 33 (More) Strategy (More) Strategy   Yell at anyone who doesn’t. Treat your content with love.
  • 34. LoremIpsum must die! 23 June 2011 @dgcooley #UPA2011 34 (More) Strategy (More) Strategy Loremipsum dolor sit amet, consecteturadipiscingelit. Donecnuncenim, volutpatutmalesuada sit amet, aliquameuorci. In quismauris at enimfermentumvulputate et sedenim. Suspendissetemporligula et liberoiaculisquistemporeratimperdiet. Vivamusadipiscingnuncvelodio dictum tempor. Nullamaurisnibh, laoreetneclacinia id, feugiateueros. Curabiturfaucibusgravidalectus, sedfaucibusfelismattisnec. Duisinterdumplaceraturna sit ametposuere. Aenean in ligula at enimconvallissagittis. Nam ac fermentumaugue. Curabitursollicitudin, loremvel tempus malesuada, tellus quam lobortisrisus, id dapibusodioleoegetorci. Morbieuaugue mi, euportaarcu. Donecmassaleo, blanditquisviverra vitae, fringilla in augue. Crascondimentum, nibhutvariuslacinia, metus quam faucibustortor, sedposuere lacus risus in diam. Donecleoorci, fermentumvelsuscipiteget, tempus in leo. Vivamus ante justo, posuere at sagittis at, consequatvelleo. Vestibulumrutrumcommodolorem, non varius nisi venenatisnec.
  • 35. Bacon Ipsum, however, is awesome. 23 June 2011 @dgcooley #UPA2011 35 (More) Strategy (More) Strategy (No! Not really!) http://www.baconipsum.com
  • 36. SEO 23 June 2011 @dgcooley #UPA2011 36 (More) Strategy (More) Strategy SEO is important and should be considered as part of your strategy. <title> tags Link text & placement Copy volume
  • 37. Video 23 June 2011 @dgcooley #UPA2011 37 (More) Strategy (More) Strategy Video is expensive, and its use should be considered very carefully. “I’d rather just read.” “Video takes too long.” 81% of users leave video if it buffers. http://www.tubemogul.com/research/report/99-Online-Video-Delivery-Still-Nowhere-Near-TV-Quality
  • 38. Information architecture 23 June 2011 @dgcooley #UPA2011 38 (More) Strategy (More) Strategy Whatever content is included needs to be organized very well.
  • 39. More content might be OK. Maybe. Sometimes. 23 June 2011 @dgcooley #UPA2011 39 (More) Strategy
  • 40. Recap & additional resources You are (probably) already a content strategist. Content is expensive. Let go of what no longer serves you. Optimize what does. 23 June 2011 @dgcooley #UPA2011 40 Content Strategy meetups in many cities “Content Strategy “Group http://blog.braintraffic.com Erin Kissane Twitter.com/kissane Kristina Halvorson Twitter.com/halvorson