The document outlines an 11-step Object-Oriented Content Strategy aimed at defining project and user goals to enhance digital projects. It emphasizes collaboration among project managers, designers, developers, and strategists while providing a hypothetical example to illustrate the process. Key steps include project discovery, user research, content auditing, and organizing content into a sitemap.

1. IN ABOUT 11 STEPS
Object-Oriented Content Strategy

2. What is it?
Object-oriented content strategy is a way of
identifying project and user goals, and then
defining features. It’s organized, mobile-
first, and it makes us strategists look cool.
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3. Why should I care?
UXers, information architects, copywriters, and digital
strategists set the pace for the project.
• For project managers: Documentation and Components
• For designers: Components
• For developers: Components!!
• For QA: Components
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4. Can you give us an example?
Of course! The rest of this presentation is an
example using a hypothetical redesign for
the PRPL website.
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5. OBJECT-ORIENTED CONTENT STRATEGY
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1. PROJECT DISCOVERY
Work with the client to define the problem(s) and create high-
level solution(s). Usually the RFP and SOW already contain
major user story clues.
Additionally, you’ll want to interview stakeholders to fill in the
holes.

6. OBJECT-ORIENTED CONTENT STRATEGY
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2. USER RESEARCH
There are two sides to every story. You’ve heard the client’s side,
but there’s no real substitute for user research.
• In terms of user research, ask users what
they’re trying to accomplish and find
ways to group tasks together.
• For e-commerce sites, ask what
information is needed to purchase.
• Plan out your research methods to
answer specific gaps in knowledge.
• Document top performing pages to ensure
they don’t get nixed in the redesign.
• Document bottom performing pages to
ensure they do get nixed in the redesign, or
the content is merged with other pages.
• Find common flows/paths to determine
pages that might contain the same
information or where users drop off in a
funnel.
USER INTERVIEWS & SURVEYS GOOGE ANALYTICS

7. /// Page 7
OBJECT-ORIENTED CONTENT STRATEGY
REF ID PAGE TITLE URL
CONTENT
TYPE
SOURCES OF
CONTENT
CONTENT
OWNER
FUNCTIONALITY
AND FORMS
FILES AND
MEDIA
Number /relative or Post type CMS, Data, etc. Dynamic?
PAGE
SESSIONS
KEY
MESSAGES
ACCURACY /
RELEVANCE
CONTENT
QUALITY
ARCHIVE /
MICGRATION
READINESS
RED FLAG NOTES
from GA or Page Goal Good/Bad? Good/Bad? Edit?
3. AUDIT ALL CONTENT

8. OBJECT-ORIENTED CONTENT STRATEGY
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4. IDENTIFY BUSINESS GOALS
Through discovery, extract key objectives that define
success for this product.
• Share ideas, struggles, opinions, epiphanies, and stories about PRPL employee internal /
project adventures.
• Attract clients with needs in key verticals that match our specialties and services with larger
budgets and potentially longer partnerships.
• Attract prospective employees with relevant skills and experience who fit our culture and
can develop our services.
• Gain the kind of clients with forward-thinking and holistic digital needs and more
innovative services by positioning a consultancy that can understand problems, needs,
business goals, and offer solutions.

9. OBJECT-ORIENTED CONTENT STRATEGY
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5. CONVERT BUSINESS GOALS TO USER STORIES
Think critically about each goal and rework some of the phrasing.
The main nouns from your goals will later become “content objects.”
• Employees want to share ideas, struggles, opinions, epiphanies, and stories about PRPL
internal and project adventures.
• Clients with needs in key verticals, with larger budgets, and with potentially longer
partnerships want to explore our specialties and services.
• Prospective employees with relevant skills and experience who fit our culture and can
develop our services want to learn about our company and process.
• Clients with forward-thinking and holistic digital needs require more innovative services
from a consultancy that can understand problems, business goals, and offer solutions.

10. OBJECT-ORIENTED CONTENT STRATEGY
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6. IDENTIFY USER GOALS; WRITE USER STORIES
After thorough research, extract key tasks that users are
trying to accomplish with this product. Go ahead and write
them as user stories from the beginning.
• Followers from multiple disciplines need to filter articles, tools, and resources on topics and
in formats that appeal to them.
• Prospective clients need to learn what a partnership with PRPL looks like for their company.
• Learn what it would be like to work for PRPL.
• Apply to work at PRPL.

11. OBJECT-ORIENTED CONTENT STRATEGY
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7. EXTRACT NOUNS FROM USER STORIES
• Employees want to share ideas, struggles, opinions, epiphanies, and stories about PRPL
internal and project adventures.
• Clients w/ needs in key verticals, w/ larger budgets, and with potentially longer partnerships
want to explore our specialties and services.
• Prospective employees w/ relevant skills and experience who fit our culture and can develop
our services want to learn about our company and process.
• Clients w/ forward-thinking and holistic digital needs require more innovative services from
a consultancy that can understand problems, business goals, and offer solutions.
• Followers from multiple disciplines need to filter articles, tools, and resources on topics
and in formats that appeal to them.
• Prospective clients need to learn what a partnership with PRPL looks like for their company.
• Prospective employees want to learn what it would be like to work for PRPL.
• Prospective employees want to apply to work at PRPL.

12. OBJECT-ORIENTED CONTENT STRATEGY
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8. DEFINE RELATIONAL
CONTENT AND METADATA
Think in terms of what information users
are trying to access and what purpose it
serves, rather than “body content.” Also
think in relevant terms of the CMS
structure, which will help you later.
Overview
content
Overview
content
Overview
content
Need
Case Study
Service
Need(s)
Client
Service(s)
Case Stud(ies)
Need(s)
Case Study
Service(s)
Client
Employee(s) Employee(s)
Client
Service
Case Stud(ies)
Need(s)
Overview
content
Client

13. OBJECT-ORIENTED CONTENT STRATEGY
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9. DEFINE
RELATIONSHIPS
WITH OBJECTS
Consider the ways
each object will later
talk to one another.
Overview
content
Overview
content
Overview
content
Need
Case Study
Service
Need(s)
Client
Service(s)
Case Stud(ies)
Need(s)
Case Study
Service(s)
Client
Employee(s) Employee(s)
Client
Service
Case Stud(ies)
Need(s)
Overview
content
Client

14. OBJECT-ORIENTED CONTENT STRATEGY
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10. PRIORITIZE
OBJECTS
This isn’t “order” on
the page, but rather
importance.
Considering we’re
not designing the
page yet, or have a
working layout, we
can determine what
is most important to
least important.
Overview
content
Overview
content
Overview
content
Need
Case Study
Service
Need(s)
Client
Service(s)
Case Stud(ies)
Need(s)
Case Study
Service(s)
Client
Employee(s) Employee(s)
Client
Service
Case Stud(ies)
Need(s)
Overview
content
Client

15. OBJECT-ORIENTED CONTENT STRATEGY
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11. ORGANIZE INTO SITEMAP
PAGE
NUMBER
PAGE TITLE PAGE GOAL
CONTENT
OUTLINE
KEY
INTERNAL/
EXTERNAL
LINS
TEMPLATE NOTES OLD PAGES

16. OBJECT-ORIENTED CONTENT STRATEGY
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SOURCES
• Object Oriented UX by Sophia Voychehovski
• Content Audit by GatherContent.com

17. Rad Kalaf (rad@prpl.rs) /// Tricia D’Antin (tricia@prpl.rs)
Thanks!
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