content strategy – integrating content in user experience design by neha singh and arunima saboo,...

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ContentStrategy–AnintegralpartofUserExperienceDesign

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,TheWebStrategist’sBible

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,wecouldnotfindanyresultsmatching“Dixit”.

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:

•Why‐Whyisthecontentrequired

•How‐Howisthecontenttobeproduced

•Forwhom‐Whoistoreadthecontent

•Bywhom‐Whoistocreatethecontent

•Withwhat‐whatisthecontenttobecreatedwith

•When‐Timingofcontentcrea6on

•Where‐Whereisthecontenttobeplaced

•Howo1en‐HowoXenwillthecontentneedtobeproduced

•Whatnext‐Whatistobedoneoncethecontentis"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 Thisisusuallythefileformat‐HTML,PDF,Flash,video(mp4),etc

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

Contentvolume Approximatelyhowmanypagesofthiscontenttypeareonthesite

Keywords It’sagoodideatostartalistofkeywordsortopicsassociatedwitheachpieceofcontentfound.Thishelpsindefiningofficiallistofkeywordsandtaxonomyinfuture.

User Experience - Research

Contentauditofexis6ngcontent

* The web content strategist’s 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.Fakedatacanensureanicelookinglayoutbutitdoesn’treflectwhataliving,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

• Ensurescontentaccountability–Engageallstakeholders• Assessesusergoals–Determinewhatistobeaccomplishedwithcontent.

• Alignswithbusinessgoals• Collaborateswithdesign–Toderivethelanguagefornewfeatures• Setsstandards–Createthemes,toneandvoiceguidelines

• Ensurescontentusability–Createguidelinesforreadablecontent• Analyzescontent–Reviewcontentandsubmitrecommenda6onsforimprovement

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:

• TheWebContentStrategist’sBible–RichardSheffild• ContentStrategyfortheWeb–KrisBnaHalovorson• Le\ngGooftheWords‐GinnyRedish

Contactus

Neha Singh – nehas1@yahoo-inc.com

ArunimaSaboo–arunimas@yahoo-inc.com