CONTENT FIRST. Web 2.0 Expo NYC

Transcription

1 CONTENT FIRST Web 2.0 Expo NYC

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4 @halvorson

5 PREAMBLE

6 A brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality. Walter Landor

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8 Brands are now used more than they are preferred. Functional benefits and relevance now outweigh the intangible and emotional allure of a brand. The Brand Bubble by John Gerzema and Ed Lebar

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10 OFFLINE

11 ONLINE

12 ONLINE, WE DON T JUST SEE OR READ ABOUT YOUR BRAND. WE USE IT.

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16 CONTENT MATTERS.

17 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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19 BACKSTORY

20 SKILLSET.ORG New! Business! Developer Account! Manager Project! Manager Web!Analyst Business! Analyst Producer Content! Strategist Web!Editor User! Experience! Architect Information! Architect SEO! Specialist Designer Usability! Specialist Production! Assistant Developer Programmer Server! Admin Technical! Assistant Web!Writer

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28 SKILLSET.ORG New! Business! Developer Account! Manager Project! Manager Web!Analyst Business! Analyst Producer User! Experience! Architect Information! Architect Designer Production! Assistant Developer Programmer Technical! Assistant Server! Admin Web!Writer

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30 LIES WE TELL OURSELVES.

31 THIS IS COPYWRITING.

32 THIS IS CONTENT. Audit Analyze Strategize Categorize Structure Create Review Approve Publish Update Archive

33 HOW DID WE GET HERE?

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35 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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38 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.

39 CONTENT IS NOT A FEATURE.

40 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

41 WHAT IS IT?

42 CONTENT STRATEGY plans for the creation, publication, and governance of useful, usable content.

43 TEXT & DATA GRAPHICS VIDEO & ANIMATION AUDIO

44 CONTENT IS! Text! Page copy! Articles! Links! Labels! Flash elements! Alt tags! Error messages! Task instructions! Forms! Search results! Metadata! EVERYTHING

45 STRATEGY is a plan for obtaining a specific goal or result.

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47 NOT JUST! What

48 BUT! What! Why! How! For whom! By whom! With what! When! Where! How often! What next

49 PLAN. CREATE. DELIVER. GOVERN.

50 HOW DOES IT HELP?

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53 BUSINESS OBJECTIVES + USER GOALS AWESOMENESS

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55 REI employees are called upon to evaluate gear in an outdoor setting, allowing staff members to offer feedback on gear performance and remain experts in the gear they sell. And although not all employees have summited Mount Everest, they all can help customers find the right outdoor gear and clothing for any outdoor adventure. REI employees are recognized throughout the outdoor industry for their product knowledge and expertise.

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58 At Room & Board, we partner with small, family-owned businesses that use a combination of time-honored techniques and innovative technology to build furniture that stands the test of time. This approach gives you the best of both worlds handcrafted quality with precision and attention to detail. We're committed to helping these artisans preserve the American tradition of handcraftsmanship.

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62 PLAN. CREATE. DELIVER. GOVERN.

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64 HOW DOES IT WORK?

65 PLAN. CREATE. DELIVER. GOVERN.

66 PROCESS! Quantitative audit! Project charter! Current-state ecosystems and channel supply analysis! Strategy foundation! Brilliant content strategy

67 PROCESS! What do we have?! What are we trying to do?! What do our content ecosystems look like?! What are our opportunities, risks, and success metrics?! The Plan

68 PROCESS! What do we have?! What are we trying to do?! What do our content ecosystems look like?! What are our opportunities, risks, and success metrics?! The Plan

69 WHERE S THE CONTENT?

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71 PROCESS! What do we have?! What are we trying to do?! What do our content ecosystems look like?! What are our opportunities, risks, and success metrics?! The Plan

72 MEASURABLE PROJECT OUTCOMES

73 PROCESS! What do we have?! What are we trying to do?! What do our content ecosystems look like?! What are our opportunities, risks, and success metrics?! The Plan

74 CONSIDER! External factors! Internal factors

75 PROCESS! What do we have?! What are we trying to do?! What do our content ecosystems look like?! What are our opportunities, risks, and success metrics?! The Plan

76 PROCESS! What do we have?! What are we trying to do?! What do our content ecosystems look like?! What are our opportunities, risks, and success metrics?! The Plan

77 THE PLAN! Content recommendations for your project: Overall messaging Launch priorities Content hierarchy Content structure Page-level recommendations Editorial guidelines Calendar Workflow Delivery Maintenance

78 Govern 1. Guide 2. Measure 3. Maintain THE PLAN Create 1. Source 2. Execute 3. Approve Deliver 1. Push 2. Pull 3. Exchange

79 WHAT DO YOU GET?

80 HAPPINESS! Better user experience! Greater brand consistency! New operational efficiencies! Better risk management through better controls! Improved SEO and analytics! More effective personalization and targeting

81 HOW CAN YOU START?

82 SKILLSET.ORG Business! Analyst Project! Manager Designer Production! Assistant New! Business! Developer Account! Manager Web!Analyst Producer Content! Strategist Web! Editor User! Experience! Architect ` Information! Architect Interaction! Designer Usability! Specialist Developer Programmer Server! Administrator Technical! Assistant SEO! Specialist Web!Writer

83 THE WORLD OF MARKETING

84 THIS IS ALL (web) CONTENT.

85 YOU ARE A PUBLISHER.

86 TREAT YOUR CONTENT LIKE A CRITICAL BUSINESS ASSET.

87 Thanks. e info@braintraffic.com w braintraffic.com contentstrategy.com b braintraffic.com/blog