It's All ContentContent strategy and user

interaction in the digital world

Presentation by Sandi WassmerThe Digital Pond

Farringdon, London, UK September 26, 2013

WELCOME

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What is Content?

Everything. That is, anything that conveys information.

• Text• Images • Graphics• Illustrations• Icons• Logos

• Buttons• Audio• Video• Metadata• File downloads• Etc

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Same Content. Many Channels. Different Devices.

• Websites• Mobile Apps• Social Media• Web Apps• Blogs • News Feeds

• Aggregators• Media Sharing• Email Marketing• Online Advertising• iPTV• Gaming

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The Characteristics of Content

Findable, Findable, Findable.

• Meaningful• Useful• On Brand • Memorable• Usable• Discoverable• On Message

• Timely• Accessible• Accurate• Relevant• Responsive• Adaptable

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It Takes Discipline

• UX• Information Architecture• Graphic Design• Front End Development• Front End Design• Back End Development• UI Design• Marketing• Copywriting

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Knowledge and Insight

Understand Your

Audience

Befriend Your

Brand

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The Content Lifecycle

• Learn• Analyse• Report• Think• Plan• Create• Distribute• Manage• Monitor• Measure• Evaluate

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Data. Data. Data.

Impeccably Organised

Appropriately Categorised

Well Structured

Safely Stored

Carefully Managed

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Process and Systems

Content Management is one thing

Content Management Systems are another

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Classification, Taxonomies & Metadata

ClassificationNaming and arranging content in categories

Taxonomy Hierarchical, semantic and relational system of

classifying content

Metadata Data about other data

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The Purpose of Interaction

Aligning brand,product and users

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Compete and Compare

What's Out There?Finding the right resources

Balancing time, energy and productivity

What's the Competition Doing? Keeping up with the Jones'

What's In Here? Making sure you've got what you need

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Implementation

Editorial StrategyPlanning and implementing content strategy

Editorial Calendar What, how, why, where & when

Scheduling ....and when

WorkflowWho does what.....

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Information Architecture Matters

Solid information architecture is the foundation for happy interactions

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Get Creative

Be deep,relevant and meaningful

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And Finally

Monitor. Measure. Evaluate. Improve.

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2013 Sandi Wassmer

www.SandiWassmer.co.uk

@SandiWassmer

Photo via Flickr. Creator: Jonathan Youngblood

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