Content Strategy

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    06-Apr-2017

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  • Loremipsumdolorsitamet,consectetueradipiscingelit,seddiamnonummynibheuismod6nciduntutlaoreetdoloremagnaaliquameratvolutpat.Utwisienimadminimveniam,quisnostrudexercita6onullamcorpersuscipitlobor6snislutaliquipexeacommodoconsequat.Duisautemveleumiriuredolorinhendreritinvulputatevelitessemoles6econsequat,velillumdoloreeufeugiatnullafacilisisatveroerosetaccumsanetiustoodiodignissimquiblanditpraesentluptatumzzrildelenitaugueduisdoloretefeugaitnullafacilisi.

    Loremipsumdolorsitamet,consectetueradipiscingelit,seddiamnonummynibheuismod6nciduntutlaoreetdoloremagnaaliquameratvolutpat.Utwisienimadminimveniam,quisnostrudexercita6onullamcorpersuscipitlobor6snislutaliquipexeacommodoconsequat.Duisautemveleumiriuredolorinhendreritinvulputatevelitessemoles6econsequat,velillumdoloreeufeugiatnullafacilisisatveroerosetaccumsanetiustoodiodignissimquiblanditpraesentluptatumzzrildelenitaugueduisdoloretefeugaitnullafacilisi.

    Loremipsumdolorsitamet,consectetueradipiscingelit,seddiamnonummynibheuismod6nciduntutlaoreetdoloremagnaaliquameratvolutpat.Utwisienimadminimveniam,quisnostrudexercita6onullamcorpersuscipitlobor6snislutaliquipexeacommodoconsequat.Duisautemveleumiriuredolorinhendreritinvulputatevelitessemoles6econsequat,velillumdoloreeufeugiatnullafacilisisatveroerosetaccumsanetiustoodiodignissimquiblanditpraesentluptatumzzrildelenitaugueduisdoloretefeugaitnullafacilisi.

    Loremipsumdolorsitamet,consectetueradipiscingelit,seddiamnonummynibheuismod6nciduntutlaoreetdoloremagnaaliquameratvolutpat.Utwisienimadminimveniam,quisnostrudexercita6onullamcorpersuscipitlobor6snislutaliquipexeacommodoconsequat.Duisautemveleumiriuredolorinhendreritinvulputatevelitessemoles6econsequat,velillumdoloreeufeugiatnullafacilisisatveroerosetaccumsanetiustoodiodignissimquiblanditpraesentluptatumzzrildelenitaugueduisdoloretefeugaitnullafacilisi.

    Loremipsumdolorsitamet,consectetueradipiscingelit,seddiamnonummynibheuismod6nciduntutlaoreetdoloremagnaaliquameratvolutpat.Utwisienimadminimveniam,quisnostrudexercita6onullamcorpersuscipitlobor6snislutaliquipexeacommodoconsequat.Duisautemveleumiriuredolorinhendreritinvulputatevelitessemoles6econsequat,velillumdoloreeufeugiatnullafacilisisatveroerosetaccumsanetiustoodiodignissimquiblanditpraesentluptatumzzrildelenitaugueduisdoloretefeugaitnullafacilisi.

    ContentStrategyAnintegralpartofUserExperienceDesign

  • What is content

    Agenda

    Why it is tough

    What is content

    Examples of good content

    What is content strategy

    User Experience + Content Strategy

    Want to be a Content Strategist

  • Text Data

    Images

    Videos

    Audios

    Forms

    Content

    Error Messages Metadata

    What is content

  • Technically,Webcontentcanbeanythingthatappearsonawebsite,includingwords,pictures,video,sounds,downloadablefiles(PDF),buHons,icons,andlogos.

    RichardSheffield,TheWebStrategistsBible

  • Because content

    Why it is tough

    is too vast

    takes time

    is considered simple

    is left to last minute

    needs regular updates

    needs many collaborations

    gets immediate feedback

    requires constant monitoring

  • Because content

    Why it is tough

    is too vast

    takes time

    is considered simple

    is left to last minute

    needs regular updates

    needs many collaborations

    gets immediate feedback

    requires constant monitoring

    isthereasonusersvisitwebsites!

  • Userdislikesthetoneortypeofcontent

    Userenterswebsite

    Userleavesthewebsite

    Why it is tough

  • Userlikesthetoneandtypeofcontent

    Userenterswebsite

    Userstaysonthewebsite

    Hetriesoutnewfeatures

    Helikesthefeatures

    Hesuggestsittocontacts/savesthewebsiteforrepeatvisit

    Why it is tough

  • Userlikesthetoneandtypeofcontent

    Userenterswebsite

    Userstaysonthewebsite

    Hetriesoutnewfeatures

    Helikesthefeatures

    Hesuggestsittocontacts/savesthewebsiteforrepeatvisit

    Why it is tough

  • SoContentisacriBcalbusinessasset!

  • Updated

    Feelgood

    Enjoyable

    Framed

    Usercentric

    Engaging

    Persuasive

    Usable

    Useful

    Findable

    Examples of good content

  • Feel good

  • User centric

  • Persuasive

  • Engaging

  • Framed

  • Sorry,wecouldnotfindanyresultsmatchingDixit.

    Usable

  • Updated

  • How to make content work?

    Develop a content strategy!

  • What is Content Strategy?

    Contentstrategyistheprac6ceofplanningforthecrea6on,delivery,andgovernanceofuseful,usablecontent.Kris6naHalvorson,BrainTraffic

  • Useful !

    Content Strategy makes Content !

    Informative!

    Targeted!

    What is Content Strategy?

  • Usable !

    Content Strategy makes Content !

    Findable!

    Readable!

    Accessible!

    What is Content Strategy?

  • Inordertofacilitatetheirworkcontentstrategistsaskques6onslike:

    WhyWhyisthecontentrequired

    HowHowisthecontenttobeproduced

    ForwhomWhoistoreadthecontent

    BywhomWhoistocreatethecontent

    Withwhatwhatisthecontenttobecreatedwith

    WhenTimingofcontentcrea6on

    WhereWhereisthecontenttobeplaced

    Howo1enHowoXenwillthecontentneedtobeproduced

    WhatnextWhatistobedoneoncethecontentis"outthere

    *Kris6naHalvorson

    What is Content Strategy?

  • Just a thought

    ThesinglemostimportantthingmostWebsitescanoffertotheirusersiscontentthatthoseuserswillfindvaluable.

    TheElementsofUserExperience,JesseJamesGarreH

  • Research

    Requirements

    IdeaBonDesign

    ValidaBonUser

    Experience Lifecycle

    User Experience

  • User Researcher Market Researcher

    Content Strategist

    Contentneedsofuser|Contentaudit|ContentInventory

    Research

    Requirements

    IdeaBon

    Design

    ValidaBon

    User Experience - Research

  • Iden6fyingcontentpreferencesoftheuser

    User Experience - Research

  • Spreadsheetcolumnheading DescripBon/Notes

    ExamplelinkURL Recordapageurlthatservesasagoodexampleofthistypeofcontent

    Contentfiletype ThisisusuallythefileformatHTML,PDF,Flash,video(mp4),etc

    Contentfunc6on Whatkindofcontentisit?Productdescrip6on/indexpage/pressrelease/applica6onhelp/etc

    Contentvolume Approximatelyhowmanypagesofthiscontenttypeareonthesite

    Keywords Itsagoodideatostartalistofkeywordsortopicsassociatedwitheachpieceofcontentfound.Thishelpsindefiningofficiallistofkeywordsandtaxonomyinfuture.

    User Experience - Research

    Contentauditofexis6ngcontent

    * The web content strategists bible- Richard Sheffield

  • Research

    Requirements

    IdeaBon

    Design

    ValidaBon

    Product manager Marketing manager Designers Editorial

    Content Strategist

    Contenteffortsizeandscope|EditorialProcessanalysis

    User Experience - Requirements

    Compe66vecontentanalysis|Contentgapanalysis

  • Research

    Requirements

    IdeaBon

    Design

    ValidaBon

    Information Architect Designers ( IxD/ VisD ) Product Manager

    Content Strategist

    Personas|Taxonomyandcontentgroups|Voiceandtoneofcontent

    User Experience - Ideation

    Contentflows|Contenttemplate

  • Research

    Requirements

    Idea6on

    Design

    ValidaBon

    Interaction Designer Visual Designer SEO Accessibility Specialist

    Content Strategist

    Contentscenarios|Editorialguidelines|EditorialCalendar

    Websitemessaging|Metadadefini6on|Searchkeywords

    User Experience - Design

  • Messaging value adding content.!

    * http://www.artinstitutes.edu/

    User Experience - Design

  • Usingdummycontentorfakeinforma0onintheWebdesignprocesscanresultinproductswithunrealis0cassump0onsandpoten0allyseriousdesignflaws.Fakedatacanensureanicelookinglayoutbutitdoesntreflectwhataliving,breathingapplica6onmustendure.Realdatadoes.LukeWroblewski

    User Experience - Design

  • Research

    Requirements

    IdeaBon

    Design

    ValidaBonDesigners Prototyper/Engineer Usability specialist Product manager Marketing manager

    Content Strategist

    Overallcontentreview

    User Experience - Validation

  • EnsurescontentaccountabilityEngageallstakeholdersAssessesusergoalsDeterminewhatistobeaccomplishedwithcontent.AlignswithbusinessgoalsCollaborateswithdesignToderivethelanguagefornewfeaturesSetsstandardsCreatethemes,toneandvoiceguidelinesEnsurescontentusabilityCreateguidelinesforreadablecontentAnalyzescontentReviewcontentandsubmitrecommenda6onsforimprovement

    What Content Strategist does in short

  • Want to be a Content Strategist?

    EducaBonandProfessionalBackground

    *LibraryandinformaBonsciences

    *Computersciences

    *CreaBveandperformingarts

    *AdverBsingandmarkeBng

    *RhetoricandcomposiBon

    *TechnicalwriBngandcommunicaBon

    *Journalism

    *Professionaleditorsandwriters

    *CommunicaBons

    *Liberalarts

    *ManagementconsulBng

    http://knol.google.com/k/content-strategy

  • Afewgoodreads:

    TheWebContentStrategistsBibleRichardSheffildContentStrategyfortheWebKrisBnaHalovorsonLe\ngGooftheWordsGinnyRedish

  • Contactus

    Neha Singh nehas1@yahoo-inc.com

    ArunimaSabooarunimas@yahoo-inc.com