User-Focused Content Strategy That Fits (Carrie Hane Dennison, Lorelei Brown)


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Given at UXPA-DC's User Focus Conference, Oct. 19, 2012

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User-Focused Content Strategy That Fits (Carrie Hane Dennison, Lorelei Brown)

  1. 1. Content Strategy That Fits SMALL MEDIUM AND LARGE Carrie Hane Dennison @carriehd Lorelei Brown @beezy #userfocus
  2. 2. Self-testDo you have Do you know A list of search terms?  When you need to update your site? Analytics?  Who is responsible for the A list of site content? content? A standards/editorial style  What words everyone is using to guide? describe your company/product/offering? Target audiences?
  3. 3. Content StrategyAUDITS, STRATEGY, GOVERNANCE Audits – LISTING  A list of content on your site.  What wordseveryone is using to describe your company/product/offering?  Search terms? Strategy – PLANNING  When you need to update content.  Defined audience.  How content builds a relationship with your audience. Governance – MAINTAINING  Define who is responsible for the content.  Standards/editorial style guide?  Know who’s the sheriff?
  4. 4. Why Bother? Reasons WHY you’re doing this – a plan that everyone can agree on (more or less) Ways to measure if the plan is working Guidelines to prioritize work Less overhead time figuring out what you need to do More time spent engaging your audience
  5. 5. Audit – You Are Here You can’t know how to get where you’re going until you know where you are.  SMALL  Start with top level pages and key ‘strategic content’image of map with  Note seasonal/response content"you are here"  MEDIUM  Add audiences, purposes, start evaluation  LARGE  List every page
  6. 6. INSERT EXAMPLE OFAUDIT screen shot of NGAUS content inventory
  7. 7. Audit Outcomes Catalog of what’s there Condition of the content – good, editable, redundant, terrible What’s missing
  8. 8. Strategy – We Are GoingThereWhat’s the route you’re going to take to get there? SMALL  Define who we’re trying to reach and what they want to know. MEDIUM  Map pages and paths to user tasks  Find pain points LARGE  Group content to pages  Consider IA/functionality revisions
  9. 9. Strategy Input
  10. 10. Strategy Input
  11. 11. Strategy Outcomes Strong guidelines for producing content. Hit the ground running – we’re already ramped up. Common understanding for designers, developers, marketers….everyone.
  12. 12. Ggovernance – We’re Here! SMALL  Define how something gets on the site  Write a basic site calendar  Assign content ownership  Create an archive policy MEDIUM  Write a visual and editorial style guide  Include voice, vocabulary, etc.  Create workflows LARGE  Form a governance board that meets quarterly  Coordinate website and other communication channels  Get a place at the table
  13. 13. GOVERNANCE EXAMPLES Screen shot of giant spreadsheet of terror
  14. 14. Governance Outcomes Standards and process Unified voice Content is audience-focused
  15. 15. Getting Started Activities Assess the situation  Audit  Get baseline metrics to measure changes Find Partnerships  Coordinate editorial calendars  Record decisions  Build buy-in
  16. 16. Keep Going Altruism: Build credibility by being helpful  Communicate bite-sized, what’s-in-it-for- me numbers and facts  Make it easier to produce and post content Self-Interest: Show value by being helpful  Track saved manhours from your team and other teams  Save happy emails