Ch 8: Content
- 1. Content Presented by: Marianne Romero & Gregory Benedict
- 2. Substance What content do you need and why?
- 3. Factors of content • Audience • Messaging • Topics • Purpose • Voice & Tone • Sources
- 4. Audience: Who Are you trying to reach • Users: Be Specific • Prospective or Existing Customers • Define your purpose and goals • Priorities: Rank & File • Listing your priority groups • NO combinations • Identifying gaps
- 5. Messaging: What you want your users to remember • Defining a message hierarchy • Primary message • Secondary message • Details • Mens Warehouse • Do not mistake messages for content
- 6. Topics: The subjects that matter • Audience + Messaging = Topics • Topic Maps
- 7. Purpose: Every piece of content needs a job • Persuade • Inform • Validate • Instruct • Entertain
- 8. Voice & Tone: Watch your Language • Defining voice • Defining tone • Cultural Differences • Coors • Kean University
- 9. Source: Where your content comes from • Original Content • Co-created Content • Aggregated Content • Curated Content • Licensed Content • User- Generated Content
- 10. Structure How will your content be prioritized, organized, formatted, and displayed?
- 11. Who is Responsible for Content Structure? Can be done by an information architect (IA) or a user experience designer (UX) But … EVERYONE is in charge of content structure!
- 12. What Do You Need To Do? • Channels, platforms, and formats • Navigation & nomenclature • Links • Microcopy • Metadata & tagging
- 13. What Tools Can Help? • Sitemaps • Wireframes • Page Tables Regardless of website size, all content needs to be documented for future reference