The document provides guidance on content strategy and conducting content audits. It discusses developing a content strategy to create great user experiences. Key aspects include understanding user and business needs through discovery, creating a content framework and governance plan, and defining simple objectives and metrics. It also covers conducting competitive audits to learn best practices, differentiate content, and identify weaknesses. Content audits examine aspects like navigation, messaging, calls to action, and content types to evaluate performance and provide recommendations for improvement. The homework is to conduct a competitive audit or content audit for an organization and summarize findings and recommendations.
This Week in Design: What is User Experiencethegroop
Presentation from Episode 2 of This Week in Web Design: What is User Experience?
To watch the episode visit: http://bit.ly/gRf25E
Follow us at:
http://www.twitter.com/josecaballer
This Week in Web Design
LIVE Every Tuesday
3pm PST 6pm EST
http://www.thisweekin.com
Product Marketing strategy - with product roadmap, timelines and GTM strategy for Engazify - an employee engagement tool.
I worked on this as an external consultant. If you want a product marketing strategy for your company/product, get in touch.
Brightcove - Video Marketing Trend Across Customer LifecycleJames Yoon
This deck was presented at IDG Digital Marketing Conference 2013 which was held @ Conrad Seoul on Feb. 6, 2013. It includes best practices of video marketing across customer lifecycle. Local examples are also showcased as well.
Facebook Timeline for Brands -- Getting Your Page Ready for March 30th and Be...David Jones
At the inaugural Facebook marketing conference in New York City on Feb. 29,
Facebook announced the most fundamental reimaginings of the way brands participate with
the Facebook community since Brand Pages were first introduced.
From the new Timeline design, to new content considerations, to apps, to community management
to how media can be used as an amplifier—everything has been given a new veneer.
These changes not only affect the look of a brand’s page, but also how a brand’s fans interact
with and experience the content on that page.
With all brand pages automatically being switched to the Timeline design on March 30, Proximity’s
SocialWork team has created the following list of immediate considerations to ensure
your page is ready for the Timeline Era.
This Week in Design: What is User Experiencethegroop
Presentation from Episode 2 of This Week in Web Design: What is User Experience?
To watch the episode visit: http://bit.ly/gRf25E
Follow us at:
http://www.twitter.com/josecaballer
This Week in Web Design
LIVE Every Tuesday
3pm PST 6pm EST
http://www.thisweekin.com
Product Marketing strategy - with product roadmap, timelines and GTM strategy for Engazify - an employee engagement tool.
I worked on this as an external consultant. If you want a product marketing strategy for your company/product, get in touch.
Brightcove - Video Marketing Trend Across Customer LifecycleJames Yoon
This deck was presented at IDG Digital Marketing Conference 2013 which was held @ Conrad Seoul on Feb. 6, 2013. It includes best practices of video marketing across customer lifecycle. Local examples are also showcased as well.
Facebook Timeline for Brands -- Getting Your Page Ready for March 30th and Be...David Jones
At the inaugural Facebook marketing conference in New York City on Feb. 29,
Facebook announced the most fundamental reimaginings of the way brands participate with
the Facebook community since Brand Pages were first introduced.
From the new Timeline design, to new content considerations, to apps, to community management
to how media can be used as an amplifier—everything has been given a new veneer.
These changes not only affect the look of a brand’s page, but also how a brand’s fans interact
with and experience the content on that page.
With all brand pages automatically being switched to the Timeline design on March 30, Proximity’s
SocialWork team has created the following list of immediate considerations to ensure
your page is ready for the Timeline Era.
This is a brief excerpt from a daylong comprehensive multimedia seminar on social media for business. Sections covered in the daylong event include:
Section #1: Fundamentals
An overview of the growth of Social Media in Malaysia, Asia and around the world, plus an in-depth examination of how a major German chemical company uses social media internally and externally.
Section #2: “Facebook Nation”
Facebook, with more than 900 million users, is the undisputed heavyweight of the social media world. This section discusses the new Timeline changes, and how they can be used for business.
Section #3: Everybody else
Everyone else include Google+, Twitter, YouTube and the up-and-coming Chinese microblog Weibo. The section covers the capabilities of each social tool, with special emphasis on business applications.
Section #4: Blogging, Pinterest, etc.
Blogging can establish your business as a thought-leader and support lead generation. Pinterest is the fastest-growing social media, and is perfect for visually oriented business such as fashion, tools, travel, jewelry, design, hobbies, etc.
Section #5: Social business tools
The primary social business tools can be used for community branding, career branding and personal branding. This section looks at the various platforms for each type of branding, plus examines various ways to measure your online brand.
Section #6: Management & measurement
The heart of a brand is community engagement, including building brand ambassadors. This section looks at the dos and don’ts of community engagement, as well as the options for building communities. Monitoring is required to learn what customers are saying behind your back, while measurement looks at the various returns on your investments in social tools.
Section #7: Planning, strategy & budgeting
Many social tools are free, but social media management is not. This section discusses how to create a comprehensive social media strategy, and take a look at costs for various types of social media efforts.
Section #8: Advice & tips
Social media success starts with senior management buy-in and support and continues through employee training and education. Other tips addressed in this section include establishing a social media policy.
Section #9: Social Business & the road ahead
Social media optimizes your brand, but Social Business optimizes your business. Learn more about this emerging area, and how it can make your human resources, strategic planning and R&D more effective.
Section #10: More case studies
A look at social media success stories from Cisco, Best Buy, Sprint, Fiskars, Sephora, Jimmy Choo and other well-known brands.
Marketer's guide to Facebook timeline: Tips for brands and marketers for the ...Jack Morton Worldwide
On 29 Feb 2012, Facebook launched its Timeline layout for brand Pages and several new advertising products. The new layout will have an impact on what brands have built on Facebook in the past and how brands can best use Facebook in the future.
What's your timeline for making the most of the new layout? How about starting now?
Jack’s guide to Facebook Timeline suggests new best practices and addresses how the changes put brands over communities, could distract marketers from the News Feed, necessitate visualization and encourage storytelling through brand heritage.
Web Usability, Consistency, and Content Development 2015 Code(Her)-Hou-TobolskyWeimin Hou
Usability definitions
How users read Web content
How users’ reading behavior affects Web content development
The importance of Web and link consistency
How to ensure link consistency
Additional Web usability resources
Ladies, We Can Do So Much More Than Manage Bill Pay!
Studies have shown that while women are increasingly in charge of online bill pay, they rarely make big decisions about investing and wealth building. This is so patronizing! It is as if women are no more than personal secretaries in their own homes, managing bills and checking accounts but not investments or investment accounts. Why!? Is it because the finance industry largely ignores us? Is it because we have not been empowered to do more? Marketers have a term for the financial decision-maker in the home: the Chief Home Officer. Increasingly that person is a woman! So how do we empower ourselves when it comes to family wealth-building and get in the driver's seat? Women can learn to step up in ways that empower everyone in the family, meanwhile giving their children a solid financial education by example. Natali talks about mobilizing women to understand the entire financial picture for their family and learn to make empowered decisions.
Consumer Financial Literacy
Financial literacy is becoming essential to the future of the auto industry. We have seen the beginnings of a transformation in the customer?s buying behavior and expectations. It is very important for the entire industry to become more transparent with the customer to improve the customer experience; from shopping; to in store, to financing; to servicing. Financial literacy means demystifying the auto buying, financing, and ownership process for our customers. Demystifying the process can improve customer engagement/retention and reduce complaints. Learn some practical ways to help improve your customer?s financial literacy.
Tricks to Automate Recruiting & Hiring Processes
We all reach forks in the road; we make choices then wonder "what if?" What we often overlook is that all our choices create a ripple effect.
During my talk, I highlight a series of examples that illustrate this point.
I will start by briefly sharing a very personal, attention grabbing story that demonstrates how a choice made before I was born ongoingly impacts me and my family today.
With humor, I will highlight examples of choice from big decisions like selecting a job or switching careers, what drives us to hire/fire certain employees, and why there's a tendency to stay quiet when we should be speaking up. I will contrast how these significant actions (or inactions) are driven by the same force that ultimately dictates what we select to hoard in our closets at home and in our desks at the office.
I will tie this story into our human tendency to make choices that prevent us from avoiding looking bad at all costs and how woman are responsible for holding each other accountable for our words and our actions.
At then end, listeners will be left with what you have to overcome to be a leader and how the integrity of our choices is going to make our organizations and the world a better place.
Keeping up with technology and new media. 101Justin Medved
Keeping up with technology and new media. 101
The rapid development of digital information over the past decade is changing more than just the equipment in our hands but it is also shifting the way we look at learning, communicating and collaborating. Stay current can be challenging. One of the goals of York's "21st Century Literacy for Parents" workshop series is to help our parent community stay up to date with the world their children already know.
This month, the York Schools welcomes parents to this new workshop series where they have the opportunity to ask questions, discuss and think about the changing face of technology and the world.
We hope you join us.
Thursday - Oct 1st - 7pm - New media and technology 101: An overview of recent changes and a look into the future.
Wednesday Oct 7th - 7pm - Digital housekeeping: staying organized in a digital age.
Tuesday Oct 13th - 7pm - The power of social networks: How sites like Facebook, LinkedIn and Ning are changing the world
Tuesday Oct 20th - 7pm - The web has moved on, but have your search skills?
See you in Room 342
Cloud, mobile and big data have, together, changed the very texture of traditional IT services and programming development.
A great many old IT and tech occupations around the globe confront imminent extinction, thus, rest guaranteed, birthing numerous new ones.
History has many examples of powerful companies that seem to be unbeatable. Then in a short time they become irrelevant due to new companies with new ideas. One of the factors in such transformation is technology. Never in history has technological change been so important in building and destroying companies.
We look at few examples of successful companies that fail to address the changing times and become disrupted. We also look at why technology emerges when it does and why some ideas can only be realised when certain conditions are met.
In this first lecture we set the tone for the course and define the themes that we will be looking at.
This is a brief excerpt from a daylong comprehensive multimedia seminar on social media for business. Sections covered in the daylong event include:
Section #1: Fundamentals
An overview of the growth of Social Media in Malaysia, Asia and around the world, plus an in-depth examination of how a major German chemical company uses social media internally and externally.
Section #2: “Facebook Nation”
Facebook, with more than 900 million users, is the undisputed heavyweight of the social media world. This section discusses the new Timeline changes, and how they can be used for business.
Section #3: Everybody else
Everyone else include Google+, Twitter, YouTube and the up-and-coming Chinese microblog Weibo. The section covers the capabilities of each social tool, with special emphasis on business applications.
Section #4: Blogging, Pinterest, etc.
Blogging can establish your business as a thought-leader and support lead generation. Pinterest is the fastest-growing social media, and is perfect for visually oriented business such as fashion, tools, travel, jewelry, design, hobbies, etc.
Section #5: Social business tools
The primary social business tools can be used for community branding, career branding and personal branding. This section looks at the various platforms for each type of branding, plus examines various ways to measure your online brand.
Section #6: Management & measurement
The heart of a brand is community engagement, including building brand ambassadors. This section looks at the dos and don’ts of community engagement, as well as the options for building communities. Monitoring is required to learn what customers are saying behind your back, while measurement looks at the various returns on your investments in social tools.
Section #7: Planning, strategy & budgeting
Many social tools are free, but social media management is not. This section discusses how to create a comprehensive social media strategy, and take a look at costs for various types of social media efforts.
Section #8: Advice & tips
Social media success starts with senior management buy-in and support and continues through employee training and education. Other tips addressed in this section include establishing a social media policy.
Section #9: Social Business & the road ahead
Social media optimizes your brand, but Social Business optimizes your business. Learn more about this emerging area, and how it can make your human resources, strategic planning and R&D more effective.
Section #10: More case studies
A look at social media success stories from Cisco, Best Buy, Sprint, Fiskars, Sephora, Jimmy Choo and other well-known brands.
Marketer's guide to Facebook timeline: Tips for brands and marketers for the ...Jack Morton Worldwide
On 29 Feb 2012, Facebook launched its Timeline layout for brand Pages and several new advertising products. The new layout will have an impact on what brands have built on Facebook in the past and how brands can best use Facebook in the future.
What's your timeline for making the most of the new layout? How about starting now?
Jack’s guide to Facebook Timeline suggests new best practices and addresses how the changes put brands over communities, could distract marketers from the News Feed, necessitate visualization and encourage storytelling through brand heritage.
Web Usability, Consistency, and Content Development 2015 Code(Her)-Hou-TobolskyWeimin Hou
Usability definitions
How users read Web content
How users’ reading behavior affects Web content development
The importance of Web and link consistency
How to ensure link consistency
Additional Web usability resources
Ladies, We Can Do So Much More Than Manage Bill Pay!
Studies have shown that while women are increasingly in charge of online bill pay, they rarely make big decisions about investing and wealth building. This is so patronizing! It is as if women are no more than personal secretaries in their own homes, managing bills and checking accounts but not investments or investment accounts. Why!? Is it because the finance industry largely ignores us? Is it because we have not been empowered to do more? Marketers have a term for the financial decision-maker in the home: the Chief Home Officer. Increasingly that person is a woman! So how do we empower ourselves when it comes to family wealth-building and get in the driver's seat? Women can learn to step up in ways that empower everyone in the family, meanwhile giving their children a solid financial education by example. Natali talks about mobilizing women to understand the entire financial picture for their family and learn to make empowered decisions.
Consumer Financial Literacy
Financial literacy is becoming essential to the future of the auto industry. We have seen the beginnings of a transformation in the customer?s buying behavior and expectations. It is very important for the entire industry to become more transparent with the customer to improve the customer experience; from shopping; to in store, to financing; to servicing. Financial literacy means demystifying the auto buying, financing, and ownership process for our customers. Demystifying the process can improve customer engagement/retention and reduce complaints. Learn some practical ways to help improve your customer?s financial literacy.
Tricks to Automate Recruiting & Hiring Processes
We all reach forks in the road; we make choices then wonder "what if?" What we often overlook is that all our choices create a ripple effect.
During my talk, I highlight a series of examples that illustrate this point.
I will start by briefly sharing a very personal, attention grabbing story that demonstrates how a choice made before I was born ongoingly impacts me and my family today.
With humor, I will highlight examples of choice from big decisions like selecting a job or switching careers, what drives us to hire/fire certain employees, and why there's a tendency to stay quiet when we should be speaking up. I will contrast how these significant actions (or inactions) are driven by the same force that ultimately dictates what we select to hoard in our closets at home and in our desks at the office.
I will tie this story into our human tendency to make choices that prevent us from avoiding looking bad at all costs and how woman are responsible for holding each other accountable for our words and our actions.
At then end, listeners will be left with what you have to overcome to be a leader and how the integrity of our choices is going to make our organizations and the world a better place.
Keeping up with technology and new media. 101Justin Medved
Keeping up with technology and new media. 101
The rapid development of digital information over the past decade is changing more than just the equipment in our hands but it is also shifting the way we look at learning, communicating and collaborating. Stay current can be challenging. One of the goals of York's "21st Century Literacy for Parents" workshop series is to help our parent community stay up to date with the world their children already know.
This month, the York Schools welcomes parents to this new workshop series where they have the opportunity to ask questions, discuss and think about the changing face of technology and the world.
We hope you join us.
Thursday - Oct 1st - 7pm - New media and technology 101: An overview of recent changes and a look into the future.
Wednesday Oct 7th - 7pm - Digital housekeeping: staying organized in a digital age.
Tuesday Oct 13th - 7pm - The power of social networks: How sites like Facebook, LinkedIn and Ning are changing the world
Tuesday Oct 20th - 7pm - The web has moved on, but have your search skills?
See you in Room 342
Cloud, mobile and big data have, together, changed the very texture of traditional IT services and programming development.
A great many old IT and tech occupations around the globe confront imminent extinction, thus, rest guaranteed, birthing numerous new ones.
History has many examples of powerful companies that seem to be unbeatable. Then in a short time they become irrelevant due to new companies with new ideas. One of the factors in such transformation is technology. Never in history has technological change been so important in building and destroying companies.
We look at few examples of successful companies that fail to address the changing times and become disrupted. We also look at why technology emerges when it does and why some ideas can only be realised when certain conditions are met.
In this first lecture we set the tone for the course and define the themes that we will be looking at.
In August 2014, Rosetta’s User Research Team completed a competitive assessment, ranking well-known tech brands’ websites against each other. This presentation contains key observations, highlights best practices and identifies opportunities for B2B brands to build a leading web presence to meet the needs of today’s enterprise technology buyers.
Companies whose website we evaluated include:
Brocade
Cisco
EMC
Intel
Juniper
Oracle
Qualcomm
Salesforce
SAP
View our findings in this summary presentation.
Digital Media Makeover Marketing Profs B2B Forum July 2011Leigh Durst
Leigh Durst does a makeover of the digital media footprints of two B2B brands, Ritchie Brothers Auctions (3.3 Billion Dollar Global Auctioneer) and Package Machinery Corp (Mid-sized Machine Manufacturer for CPG companies) including notes on how to improve execution within various properties (web, blog) before/after wire frames and tips and tricks for creating a more usable web presence.
SEO: Creating and Converting Lead Opportunities
In this presentation you will learn how to leverage search engine optimization. Learn from the experts ways you can get your company more visible on the web and how to turn your website into a lead generation tool for you. WIth over 1 billion searches daily on Google alone, optimization is a must for businesses and organizations. Without SEO for your company's website, you are missing out on big opportunities.
Cirrus ABS, in partnership with Element Three, presented it's Search Engine Optimization (SEO) seminar in Indianapolis. This is the second in a four part series to show businesses how to leverage the investment you have made in your website and how to integrate your offline marketing efforts with your website. Integrated into these slides are specific search engine optimization action items to help you enhance the effectiveness of your website.
What Every CMO Needs to Know About Content StrategyMark Fidelman
A must read for all CMO's - What is Content Strategy and how do I build content that drives leads and revenue? How do I make it social and why does it matter?
The 10 Step Framework for Social Content
Video Content Marketing - Capture, Interact & ShareFaizan M. Syed
Video isn’t just a nice afterthought. It’s a chance to take your marketing strategy into the stratosphere. Video Will Help You Dominate Your Marketing Objectives and create a Long tail effect for your brand
Trying to scale your SEO strategies but having trouble keeping up?
Is the rapid change in customer needs, churn rates, and product portfolios challenging your marketing team?
Discover how you can overcome growing pains in our upcoming educational webinar specifically designed for enterprise marketers.
In this presentation, you’ll learn:
-How to use Edge SEO to automate and improve processes in product management (from an SEO perspective).
-The best way to use entities scalably for better support of content creation.
-How to deal with out-of-stock products to maintain brand visibility and avoid negatively impacting the user experience.
-Often, enterprise ecommerce sites and websites that offer SaaS subscription models are challenged with automation and require technical assistance as they scale.
Dan Taylor, Head Of Research And Development at SALT.agency – and a Search Engine Journal VIP Contributor – will discuss SEO strategies you should know to scale your efforts and grow your business.
Presented by Adrian Tennant March 2008 to the Economic Development Corporation of Sarasota (EDC) and Florida Public Relations Association, Central West Chapter (FPRA).
Digitz: Digital Trends Report -October 2015Azam J. Khan
The purpose of this report is to give readers an overview of Pakistan’s digital industry landscape. The report shows how social media is evolving and how brands locally and globally are effectively using the medium to reach out to an ever growing social audience. The report also includes research on trends, topics and innovations that are being talked about worldwide.
Unlocking Success A Comprehensive Guide to Optimize Your Landing Page Strateg...kubalesniak93
Creating a landing page is easy, right? Well, not exactly. You might have a visually appealing page, but if it's not optimized, you could be losing valuable leads. Let's explore the common conversion killers that might be haunting your landing page.
7. Course Objectives
Know what you’re doing with content, good and bad
Know what your competitors are doing with content
Identify opportunities to improve your content by auditing
it and by auditing your competitors
11. What’s the business
objective?
Examples
Improve usability of checkout process
Benchmark articles against professional publications
Review and improve CTAs
Identify 5 quick wins through improving content
Assess cross-promotional opportunities across site
Assess effectiveness of content in meeting user needs
Redesign a site to make it responsive
12. What does the user need?
Content that’s useful
Content that’s understandable
Content that’s credible, informative, unique
Sharable content
Clear communication about what you do, why you do it,
why it matters, what they can do
Simple, easy ways to accomplish their goals
14. Lots of uses
Learn about the landscape
Identify best practices
Identify common patterns and approaches
Differentiate your execution
Assess against a set of criteria
Identify weaknesses and strengths
Validate recommendations
15. Learn about the landscape
Clad’s magazine-style
content on Clad lives
in the Damn Good
Advice section.
JCrew’s editorial
features—Jack Knows
Best, The Always List,
and Spotlight—offer
tips, how-tos, and
products for amping
up your style.
16. Identify best practices
Navigation is ambiguous.
The term “Natural Learning” has no tangible correlation to specific types of information.
17. Identify best practices
Navigation labels in category tend to be
direct and obvious.
Implication: Kashi’s navigation labels risk
confusing users.
20. Zoom Hot Spots Video
Not available or very limited Not available or very limited Not available or very
use use limited use
Hot spots on small/medium Tutorial videos or 3rd-
Limited or hard-to-use zoom image, no icons, or static party (e.g. Sell point) info
overview pop-ups
Zoom with some controls and Hero image w/expandable hot High-quality videos for
satisfactory detail spots, detail info on hover flagship products
Hero image w/expandable hot
Full-screen, two-stage zoom, Quality (720p) videos for
spots, detail w/visuals, info on
with hover “loupe” wide product range
hover
World-class execution World-class execution World-class execution
21. Site Zoom Hot Spots Video
LG
Blackberry
Motorola
Apple
‣ Category insight: Best in-category sites deliver robust product detailing and in-situ visuals, including
strong videos, that highlight smart phones’ social capabilities.
22. Motorola uses product
photography and zoom to
highlight the design and
show off the details.
Blackberry offers an extensive list of
videos to help existing or new users
understand exactly how things work.
LG uses video to highlight, the
fun, social experiences the
product makes possible.
Opportunities: Use video content to highlight emotional product qualities that make phones
fun & social. Extend video content to detail how to do everyday activities.
25. Many things to audit
Navigation
Product copy
Messaging
Articles
Consistency in language
Calls to action (CTAs)
SEO-optimization
Homepage
Content types
26. Navigation
What does the Cereal Finder, Recyclebank, Tasty Fiber, the REAL Project or any of the other
sections here have to do with “Events”?
Risk: Navigation that doesn’t appropriately reflect the content can prevent users from finding
it.
Opportunity: Renaming the “Events” section so that it the label reflects the content with in it
will let users know what they’re getting and why to click.
27. Messaging
The primary block of text on the page tells what the
organization does, but the message is passive.
Risks: Bureaucratic-level impactzzzzzzzzzzzzzzzzzzzzzzzz.
Opportunities: Show impact through a startling infographic,
provide a pathway for citizens looking to solve a problem, or
use an active headline to encourage engagement.
Objective: Drive engagement
User Goal: Make info useful
28. CTAs
Clear, single use of CTA delivers a defined,
primary action for users come to the
homepage promo.
Multiple CTAs and lots of copy risks confusing users
about what the site wants them to do. What is the
Objective: Increase sign ups or donations
primary communication objective? User Goal: Effective calls to action
29. Homepage
What is priority of donation? Would integrating it as
navigation increase conversion?
Could a CTA like “See how we make a difference” to
learn more help users navigate?
HTML title tags lack metadata and keywords that
could help drive SEO.
Stronger titles that use keywords could increase
clarity for intended audience and SEO on news
items.
Objective: Optimize the home page
User Goal: Accomplish key tasks easily
30. Content types
Sometimes the audit needs to identify how much of
what type of content you have to inform future
planning.
33. Homework
Do a competitive audit and/or content audit for your
organization. Define a set of criteria and objectives for
your work up front. Look at how competitor sites do
things. Look at how your site does it. Summarize findings
and identify recommendations.
We’ll talk about your work next week!
Meanwhile, see you online.