(Less) Content. (More) Strategy
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The document discusses content strategy and reducing unnecessary content. It defines content strategy as planning, creating, delivering, and governing content throughout its lifecycle. Less content is preferable to more as excess content increases costs and user frustration while providing little benefit. The key aspects of content strategy are determining what content is needed, how it will be created and maintained, and how it will be delivered and governed. Strategic thinking around content is important to manage it effectively.
(Less) Content. (More) Strategy
- 1. (less)Content(more)Strategy123 June 2011 @dgcooley #UPA2011
- 2. About me12 years as user researcher/usability specialistBE, Biomedical & Electrical EngineeringMS, Human Factors in Information DesignSelected Employers & Clients23 June 2011 @dgcooley #UPA20112danielle@dgcooley.com@dgcooley
- 3. Why I’m here23 June 2011 @dgcooley #UPA20113I have a hypothesis.
- 4. (Less) Content. (More) Strategy.23 June 2011 @dgcooley #UPA20114ContentStressExpenseValue to End UserRevenueExpenses and stress increase with content.While end user value and revenue ultimately suffer.
- 5. So What Is Content Strategy?23 June 2011 @dgcooley #UPA20115
- 6. Uh-oh!23 June 2011 @dgcooley #UPA20116CS Basics
- 7. You probably already do it!23 June 2011 @dgcooley #UPA20117CS Basics
- 8. Aaaah. Clients.23 June 2011 @dgcooley #UPA20118(More) StrategyCS BasicsI need a wireframe.Uhhhhh… OK?
- 9. Which one?23 June 2011 @dgcooley #UPA20119(More) StrategyCS Basics?
- 10. Kristina Halvorson’s definition23 June 2011 @dgcooley #UPA201110“CS Basics“Content Strategy is the practice of planning for content creation, delivery, and governance.” - Kristina Halvorson
- 11. RahelBailie’sdefinition23 June 2011 @dgcooley #UPA201111“CS Basics“Content Strategy is the development of a repeatable process that manages content throughout the entire content lifecycle.”And that means, from planning to creation to management within the CMS, to publishing, to post-publishing activities, and back through the next iteration of planning, and so on
- 12. What content are we talking about?23 June 2011 @dgcooley #UPA201112CS BasicsVideoAudio Graphicshttp://www.site.comPDFsPhotosTweetsBlog EntriesLinksspacer.gifCopy
- 13. Content creationWho’s going to create it?How often?What kind of content will it be?Tone?23 June 2011 @dgcooley #UPA201113CS BasicsDon’t forget about maintenance!
- 14. Content deliveryIs this going on the website?Twitter?Facebook?Email?Annual Report?23 June 2011 @dgcooley #UPA201114CS BasicsTechnical considerations can be huge!
- 15. Content governanceWho reviews & approves new and updated content?Who determines and enforces removal and archival rules?23 June 2011 @dgcooley #UPA201115CS BasicsWho gets to (has to?) say “No!” to the boss?
- 16. (Less) Content23 June 2011 @dgcooley #UPA201116
- 17. The long neck23 June 2011 @dgcooley #UPA201117(Less) Contenthttp://www.gerrymcgovern.com/
- 18. Content’slong neck23 June 2011 @dgcooley #UPA201118(Less) Content(Less) Content(Less) Content BenefitCost
- 19. Required quadrant map23 June 2011 @dgcooley #UPA201119(Less) Content(Less) ContentBenefitContactLogo & BrandingCostFAQIt Depends Letter from the CEOCulture Video
- 20. Content is expensive23 June 2011 @dgcooley #UPA201120(Less) ContentSalary.com
- 21. Signal to noise ratio23 June 2011 @dgcooley #UPA201121(Less) Contentwww.jolyon.co.uk
- 22. The psychology of clutter23 June 2011 @dgcooley #UPA201122(Less) Content
- 23. The psychology of clutter23 June 2011 @dgcooley #UPA201123(Less) Content
- 24. Dustin Curtis gets it23 June 2011 @dgcooley #UPA201124(Less) Contenthttp://www.dustincurtis.com/dear_american_airlines.html
- 25. AA is even starting to get it23 June 2011 @dgcooley #UPA201125(Less) Content
- 26. This person got it.23 June 2011 @dgcooley #UPA201126(Less) ContentEnter your tracking numberTrack My PackageEverything ElseReference unknown.
- 27. GoDaddy Didn’t Get it.23 June 2011 @dgcooley #UPA201127(Less) ContentAnd it cost them a (high profile) customer.http://www.heathbrothers.com/posts/2011/04/gone-godaddy-gone/
- 28. Ahem.23 June 2011 @dgcooley #UPA201128(Less) Contentvs.
- 29. Lane Furniture.com doesn’t get it.23 June 2011 @dgcooley #UPA201129(Less) Contenthttp://www.lanefurniture.com/Contact-Us/FAQ.aspx
- 30. (More) Strategy23 June 2011 @dgcooley #UPA201130
- 31. The most important thing23 June 2011 @dgcooley #UPA201131(More) Strategy(More) StrategyYour content is the most important thing about your website.
- 32. Let me repeat that…23 June 2011 @dgcooley #UPA201132(More) Strategy(More) StrategyYour content is the most important thing about your website.
- 33. Take care of important things23 June 2011 @dgcooley #UPA201133(More) Strategy(More) StrategyYell at anyone who doesn’t.Treat your content with love.
- 34. LoremIpsum must die!23 June 2011 @dgcooley #UPA201134(More) Strategy(More) StrategyLoremipsum dolor sit amet, consecteturadipiscingelit. Donecnuncenim, volutpatutmalesuada sit amet, aliquameuorci. In quismauris at enimfermentumvulputate et sedenim. Suspendissetemporligula et liberoiaculisquistemporeratimperdiet. Vivamusadipiscingnuncvelodio dictum tempor. Nullamaurisnibh, laoreetneclacinia id, feugiateueros. Curabiturfaucibusgravidalectus, sedfaucibusfelismattisnec. Duisinterdumplaceraturna sit ametposuere. Aenean in ligula at enimconvallissagittis. Nam ac fermentumaugue. Curabitursollicitudin, loremvel tempus malesuada, tellus quam lobortisrisus, id dapibusodioleoegetorci. Morbieuaugue mi, euportaarcu. Donecmassaleo, blanditquisviverra vitae, fringilla in augue. Crascondimentum, nibhutvariuslacinia, metus quam faucibustortor, sedposuere lacus risus in diam. Donecleoorci, fermentumvelsuscipiteget, tempus in leo. Vivamus ante justo, posuere at sagittis at, consequatvelleo. Vestibulumrutrumcommodolorem, non varius nisi venenatisnec.
- 35. Bacon Ipsum, however, is awesome.23 June 2011 @dgcooley #UPA201135(More) Strategy(More) Strategy(No! Not really!)http://www.baconipsum.com
- 36. SEO23 June 2011 @dgcooley #UPA201136(More) Strategy(More) StrategySEO is important and should be considered as part of your strategy.<title> tagsLink text & placementCopy volume
- 37. Video23 June 2011 @dgcooley #UPA201137(More) Strategy(More) StrategyVideo is expensive, and its use should be considered very carefully.“I’d rather just read.”“Video takes too long.”81% of users leave video if it buffers.http://www.tubemogul.com/research/report/99-Online-Video-Delivery-Still-Nowhere-Near-TV-Quality
- 38. Information architecture23 June 2011 @dgcooley #UPA201138(More) Strategy(More) StrategyWhatever content is included needs to be organized very well.
- 39. More content might be OK. Maybe. Sometimes.23 June 2011 @dgcooley #UPA201139(More) Strategy
- 40. Recap & additional resourcesYou are (probably) already a content strategist.Content is expensive.Let go of what no longer serves you.Optimize what does.23 June 2011 @dgcooley #UPA201140Content Strategy meetupsin many cities“Content Strategy “Grouphttp://blog.braintraffic.comErin KissaneTwitter.com/kissaneKristina HalvorsonTwitter.com/halvorson