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Everything You Always Wanted to Know About Content Strategy* ... but were afraid to ask
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“Everything you always wanted to know about content strategy*
*But were afraid to ask”
“Are content strategists glori!ed peeping toms?”
• A clinical approach to content
• Understand the desires of users
• Understand the desires of the brand
• Understand the desires of experience designers, creatives, and developers
Masters of Content
• Organization • Empathy • Rhetoric
Masters of Content e art and science of
• Contextual inquiry (social listening & search behavior)
• Conceptual models (dashboards, in!nite feeds, dynamic tiles, immersive worlds, wizards) • Personas • User testing • User journeys • Competitive analysis • Perceived affordances
A discipline within User Experience Masters of Content
Content Audit
Gap Analysis
Workflow snapshot
User research
Project brief
Kickoff meeting
Workflow recommendations
User proxies
Editorial calendar
Delivery channel strategy
Content style guide
Community and social guidelines
Communication plan
Feature design recommendations
Content templates
Voice and tone guidelines
EVALUATE
DESIGN
ANALYTICAL
CREATIVE
BUSINESS NEED
ALIGN ON REVIEW STANDARDS
INVENTORY SITE
CONDUCT AUDIT
SYNTHESIZE & VISUALIZE
SUMMARIZE KEY RECOMMENDATIONS
Masters of Content: e Dreaded Audit
Masters of Content: Review Standards
• Voice and style • Useful, relevant, clear, persuasive • Findable, shareable • Readability, accessibility
GUIDELINES TARGET CONSIDERATIONS
Voice and tone Brand Does the content consistently re$ect the brand voice and attributes? Does the content reinforce the brand positioning?
Useful, relevant, clear, persuasive
Customers Is the content timely and up-to-date? Is the content consistent throughout the experience? Does the content improve user understanding of product or brand?
Usable, !ndable, shareable, optimized
Customers & Robots
Can customers !nd the content when searching using relevant keywords? Is the content easy to navigate to and through?
Readability, accessibility
Customers & Compliance
Is the content written at the appropriate grade level? Is the content accessible by those with visual or auditory impairments?
“Will you whisper sweet nothings into my ear?”
Masters of Content: Content Narrative Translate brand meaning into content
• Pillars/themes • Channels • Roadmap
Masters of Content: Content Narrative Translate brand meaning into content
“Does size matter to a content strategist?”
Size Matters
• Less is best • Too much unkempt
content hurts usability
• More to manage, more resources, higher costs
• Focus on what matters
“e food here is terrible, and
the portions are too small.”
lesscontentmorestrategy.com
“How would a sadomasochist interpret
content strategy?”
Less Content, Better Results
• Identify top tasks • Prioritize content • Remove long-tail content • Reduce cognitive overload • Write shorter, more succinct copy • Improve usability
• 22% decrease in online complaints • 48% increase in inbound links • 80% increase in visitors • 70% increase in new registrations
Focus on Results Business-critical content solves business-critical goals
Customer Satisfaction = Better ROI
Customer Experience = Better ROI
Customer Experience = Better ROI
Customer Satisfaction = Better ROI
“Should content strategists and designers ‘go native’?”
BUSINESS STRATEGY
BRAND STRATEGY
CONTENT STRATEGY(owned)
SOCIAL STRATEGY
MEDIA STRATEGY(paid)
CONTENT MARKETING
SEARCH STRATEGY
And now a sponsored post from e School for Digital
Crasmanship
http://www.admci.org
“Are content strategists monogamous?”
Should content strategists by monogamous?
CS XD/UX Creative Dev
CONFORMINFORM DESIGN
MessagingVoice & ToneContent ModelsNavigationMetadataContent Matrix
GovernanceNew ContentUpdatesArchival
Wireframe AnnotaAons Template Type DefiniAons Page Element DefiniAons Content InteracAvity
“Design thinking is the search for the magical balance between business and art, structure and chaos, intuition and logic, concept and execution...”
Clients
“Are there any deviant content strategy practices I
should know about?”
Content for
Website
TYPICAL HUB MODEL for CONTENT STRATEGY
Content for
Website
NEW MODEL for CONTENT STRATEGY?
300,000 sites since 2012
e Robots Are Now Your Writers
Wear My Content
Wear My Content
Brand Newsrooms, Brand Content, RTM
Licensed per term
Outsource & owned
Exploit the death spiral
Big Data, Binge Viewing & Cadence
Big Data & Binge Viewing
Final oughts for CS Success
• Adopt the same curious approach to content as you had to sex as a teenager
• Bring a clinician’s mindset to your work with content
• Use the UX toolbox to help inform your content strategy, which in turn can be used to inform design strategy
• Don’t hate, collaborate – a brand’s content strategy is bigger than me or you. Guide the ship when you need to.
• in or play to win with your content
• A.B.E. – Always Be Evolving
“anks!
Any questions?”
“Are content strategists into cross-dressing?”
Information Architect SEO
Brand Editor
Copywriter Database modeler
Business Analyst
Front-end Developer
Salesman
Technology & Content
Central Governed
XML Content Repository
SOCIAL
TRAINING
WEB
UNIFIED ENTERPRISE CONTENT STRATEGY
MOBILE INTRANET
Home Page
home 0.0.0.0
Business Platforms
landing 1.0.0.0
Innovation
landing 2.0.0.0
Investors
landing 3.0.0.0
Careers
landing 4.0.0.0
Privacy Policy
Terms of Use
News
landing 5.0.0.0
Search
Select Language
Site Map
Process Management
category 1.1.0.0
Industrial Automation
category 1.2.0.0
Climate Technologies
category 1.3.0.0
Network Power
category 1.4.0.0
Commercial & Residential
category 1.5.0.0
By Brand (Faceted Search)
category 1.6.0.0
Featured Innovations
category 2.1.0.0
It's Never Been Done
Before
category 2.2.0.0
Apps & Tools
category 2.3.0.0
Video Gallery
category 2.4.0.0
Community Exchange
(Social Innovation)
category 2.5.0.0
Annual Reports
category 3.1.0.0
Investor Relations
category 3.2.0.0
Corporate Governance
category 3.3.0.0
Career Search
category 4.1.0.0
MBA Graduates
category 4.2.0.0
Discover Emerson
category 4.3.0.0
Culture & Diversity
category 4.4.0.0
Meet Our People
category 4.5.0.0
Corporate News
category 5.1.0.0
Business News
category 5.2.0.0
Financial News
category 5.3.0.0
Events
category 5.4.0.0
Media Kit
category 5.5.0.0
Utility
Footer
About Us
Business Platforms
Contact Us
New Page
category 0.0.0.0
Existing Page
category 0.0.0.0
Key
Multiple links
Proposed Website Sitemap
“Is it OK to learn ‘content strategies’ from older
women?”
• Use natural language • ink of your site as a conversation with
your customer • Exhibit domain mastery • Stay “on theme” in your headlines and copy • Use semantic linking • Maintain strong information scent
Redish ahead of her time
“Does food act as an aphrodisiac for content
strategists?”
GREAT ADS, CAMPAIGNS, CONTENT MARKETING, DESTINATION MICROSITES, BRANDED UTILITY APPS, SOCIAL ENGAGEMENT
PRODUCT INFORMATION, PRICING, CONTRACT INFORMATION, DISCLAIMER, LEGALESE
NEWSLETTERS, HOW-‐TO’s, TIPS and TRICKS, PERSONALIZATION, SOCIAL ENGAGEMENT, SWEEPSTAKES
