CONTENT STRATEGY,

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CONTENT STRATEGY, UX, and the Real
World Kristina Halvorson Voices That Matter
04.29.09
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WHO AM I?
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SKILLSET.ORG
Business Analyst
User Experience Architect
Project Manager
Production Assistant
Account Manager
Designer
Producer
New Business Developer
Information Architect
Web Analyst
Developer
Usability Specialist
Programmer
SEO Specialist
Technical Assistant
Server Administrator
Web Editor
Web Writer
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http//www.mollystevens.com/portfolio.html
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http//en.wikipedia.org/wiki/Concept_map
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SKILLSET.ORG
Business Analyst
User Experience Architect
Project Manager
Production Assistant
Account Manager
Designer
Producer
New Business Developer
Information Architect
Web Analyst
Developer
Programmer
Technical Assistant
Server Administrator
Web Writer
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• LIES WE TELL OURSELVES
• The copy shouldnt be that big of a deal.
• We already pretty much know what we want to
  say.
• Well fix it post-launch.

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THIS IS COPYWRITING.
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THIS IS CONTENT.

• Audit
• Analyze
• Strategize
• Categorize
• Structure
• Create
• Review
• Approve
• Publish
• Update
• Archive

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HOW DID WE GET HERE?
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• I thought the explosion of data needed an
  architecture, needed a series of systems, needed
  systemic design, a series of performance criteria
  to measure it.
• There are thousands of people using the term
  (information architecture), and they have no
  idea where the term came from, and 90 percent of
  them aren't doing what I think they should be
  doing anyway.
• Richard Saul Wurman

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• The single most important thing most Web sites
  can offer to their users is content that those
  users will find valuable.
• The Elements of User Experience
• Jesse James Garrett

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This picture is incomplete The model outlined
here does not account for secondary
considerations (such as those arising during
technical or content development) that may
influence decisions during user experience
development.
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• CONTENT IS NOT A FEATURE.

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COPYWRITER
... pause
... pause
NON-CONTENT OWNER
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• Late content is consistently one of the reasons
  for project delays.
• The task itself and resources needed to complete
  the task are seriously underestimated.
• Accept it. Plan for it. Charge for it.
• Web Redesign 2.0 Workflow That Works
• Kelly Goto Emily Cotler

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WHAT IS IT?
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• CONTENT STRATEGY
• Plans for the creation, publication, and
  governance of content.

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• TEXT DATA
• GRAPHICS
• VIDEO ANIMATION
• AUDIO

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STRATEGY A plan for obtaining a specific goal or
result.
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• NOT JUST
• A series of educational articles
• Blogs by our employees
• A sponsored channel on YouTube
• CEO Twitter account
• More cowbell

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• NOT JUST
• What

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• BUT
• What
• Why
• How
• For whom
• By whom

• With what
• When
• Where
• How often
• What next

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PLAN. CREATE. PUBLISH. GOVERN.
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HOW DOES IT HELP UX?
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USEFUL. USABLE. ENJOYABLE.
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NAV BAR
ROTATING PROMO AREA
sign in
PRODUCT HIGHLIGHTS
EDUCATIONAL CONTENT
PRODUCT 1
PRODUCT 2
PRODUCT 3
PRODUCT 4
CREDIT CARD
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PLAN. CREATE. PUBLISH. GOVERN.
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CONTENT STRATEGY
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HOW DOES IT WORK?
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SKILLSET.ORG
Business Analyst
User Experience Architect
Project Manager
Production Assistant
Account Manager
Designer
Producer
New Business Developer
Information Architect
Web Analyst
Developer
Usability Specialist
Programmer
SEO Specialist
Technical Assistant
Server Administrator
Web Editor
Web Writer
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• PROCESS
• Project Charter
• Strategic Foundation
• Content Strategy
• Content Requirements

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• STRATEGIC FOUNDATION
• Align on business objectives and user goals
• Identify success metrics
• Define risks and how to mitigate
• Describe content ecosystems (internal and
  external)

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• CONTENT STRATEGY
• Recommends content for your website
• Overall messaging
• Launch priorities
• Content hierarchy
• Page-level recommendations

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• CONTENT STRATEGY
• Provides all necessary information to
• Make smart decisions about your content
• Enroll other stakeholders
• Defines guidelines for future maintenance and
  governance

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SITE MAP
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PAGE TEMPLATE
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PAGE TABLES

• Structure of page templates used throughout the
  site.
• Detailed page-by-page content recommendations
• Content creation, publication, technology, and
  maintenance implications of the recommendations
  per page (if necessary)
• Outstanding questions about each page

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PAGE TABLES
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CONTENT INVENTORY
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ALL TOGETHER

• Page tables and site maps Provide
  recommendations for what content goes on the site
  and how it is structured.
• Content strategy Provides rationale behind
  recommendations, as well as benefits, risks, and
  impacts of recommendations.
• Content inventory Provides detailed content
  requirements in a spreadsheet format.

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WHAT DO YOU GET?
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• BIG RESULTS
• Better user experience
• Greater brand consistency
• New operational efficiencies
• Better risk management through better controls
• Improved SEO and analytics
• More effective personalization and targeting

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HOW CAN YOU START?
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SKILLSET.ORG
Business Analyst
User Experience Architect
Project Manager
Production Assistant
Account Manager
Designer
Producer
New Business Developer
Information Architect
Web Analyst
Developer
Usability Specialist
Programmer
SEO Specialist
Technical Assistant
Server Administrator
Web Editor
Web Writer
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Thanks. E kristina_at_braintraffic.com W braintraffi
c.com/blog T _at_halvorson
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• Resources
• CONTENT STRATEGY
• http//alistapart.com/issues/274
• http//tr.im/lovingercs
• http//www.cmsreview.com/Stages/
• http//tr.im/CSslideshare
• http//tr.im/PublishersandCS
• DELIVERABLES
• http//semanticstudios.com/publications/semantics
  /000228.php
• COMING SOON
• http//contentstrategy.org