less content. more strategy. (iue 2013)

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Less Content. More Strategy. 02 April 2013 @dgcooley #IUE2013

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In the world of digital content, less is more. Here's why. Presentation given to the 2013 Internet User Experience conference in Phoenix, AZ, USA, 02 April 2013.

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Page 1: Less Content. More Strategy. (IUE 2013)

Less Content. More Strategy.

02  April  2013                                      @dgcooley                                        #IUE2013    

Page 2: Less Content. More Strategy. (IUE 2013)

About  me  

•  14  years  as  user  researcher/usability  specialist  •  BE,  Biomedical  &  Electrical  Engineering  •  MS,  Human  Factors  in  InformaHon  Design  •  Selected  Employers  &  Clients  

02  April  2013                                      @dgcooley                                        #IUE2013    

2  

[email protected]  

@dgcooley  

Page 3: Less Content. More Strategy. (IUE 2013)

02  April  2013                                      @dgcooley                                        #IUE2013    

3  

Page 4: Less Content. More Strategy. (IUE 2013)

(Less)  Content.  (More)  Strategy.  

02  April  2013                                      @dgcooley                                        #IUE2013    

4  

Conten

t  

Stress

 

Expe

nse  

Value  to  End

 User  

Revenu

e  

Expenses  and  stress  increase  with  content.   While  end  user  value  and  revenue  ulHmately  suffer.  

Page 5: Less Content. More Strategy. (IUE 2013)

SO  WHAT  IS  CONTENT  STRATEGY?  

5  

Page 6: Less Content. More Strategy. (IUE 2013)

Uh-­‐oh!  

02  April  2013                                      @dgcooley                                        #IUE2013    

6  

Page 7: Less Content. More Strategy. (IUE 2013)

You  probably  already  do  it!  

02  April  2013                                      @dgcooley                                        #IUE2013    

7  

Page 8: Less Content. More Strategy. (IUE 2013)

Aaaah.  Clients.  

02  April  2013                                      @dgcooley                                        #IUE2013    

8  

I  need  a  wireframe.   Uhhhhh…  OK?  

Page 9: Less Content. More Strategy. (IUE 2013)

Which  one?  

02  April  2013                                      @dgcooley                                        #IUE2013    

9  

?

Page 10: Less Content. More Strategy. (IUE 2013)

KrisHna  Halvorson’s  definiHon  

02  April  2013                                      @dgcooley                                        #IUE2013    

10  

““Content  Strategy  is  the  pracHce  of  planning  for  content  creaHon,  delivery,  and  governance.”  

 -­‐  KrisHna  Halvorson  

Page 11: Less Content. More Strategy. (IUE 2013)

Rahel  Bailie’s  definiHon  

02  April  2013                                      @dgcooley                                        #IUE2013    

11  

““Content  Strategy  is  the  development  of  a  repeatable  process  that  manages  content  throughout  the  enHre  content  lifecycle.”  

And  that  means,  from  planning  to  creaHon  to  management  within  the  CMS,  to  publishing,  to  post-­‐publishing  acHviHes,  and  back  through  the  next  iteraHon  of  planning,  and  so  on  

Page 12: Less Content. More Strategy. (IUE 2013)

What  content  are  we  talking  about?  

02  April  2013                                      @dgcooley                                        #IUE2013    

12  

Graphics  

Audio    

Video  

Photos  

PDFs  

Blog  Entries  

Copy  Tweets  

hjp://www.site.com  Links  

spacer.gif  

Page 13: Less Content. More Strategy. (IUE 2013)

Content  creaHon  

•  Who’s  going  to  create  it?  •  How  olen?  •  What  kind  of  content  will  it  be?  •  Tone?  

02  April  2013                                      @dgcooley                                        #IUE2013    

13  

Don’t  forget  about  maintenance!  

Page 14: Less Content. More Strategy. (IUE 2013)

Content  delivery  

•  Is  this  going  on  the  website?  •  Twijer?  •  Facebook?  •  Email?  •  Annual  Report?  

02  April  2013                                      @dgcooley                                        #IUE2013    

14  

Technical  consideraHons  can  be  huge!  

Page 15: Less Content. More Strategy. (IUE 2013)

Content  governance  

•  Who  reviews  &  approves  new  and  updated  content?  •  Who  determines  and  enforces  removal  and  archival  rules?  

02  April  2013                                      @dgcooley                                        #IUE2013    

15  

Who  gets  to  (has  to?)  say  “No!”  to  the  boss?  

Page 16: Less Content. More Strategy. (IUE 2013)

(LESS)  CONTENT  

02  April  2013                                      @dgcooley                                        #IUE2013    

16  

Page 17: Less Content. More Strategy. (IUE 2013)

The  long  neck  

02  April  2013                                      @dgcooley                                        #IUE2013    

17  

hjp://www.gerrymcgovern.com/  

Page 18: Less Content. More Strategy. (IUE 2013)

Content’s  long  neck  

02  April  2013                                      @dgcooley                                        #IUE2013    

18  

´  Benefit  ´  Cost  

Page 19: Less Content. More Strategy. (IUE 2013)

Required  quadrant  map  

02  April  2013                                      @dgcooley                                        #IUE2013    

19  

Bene

fit  

Cost  

Logo  &  Branding  

FAQ  

Culture  Video  

Contact  

Lejer  from  the  CEO  

It  Depends  J  

Page 20: Less Content. More Strategy. (IUE 2013)

Content  is  expensive  

02  April  2013                                      @dgcooley                                        #IUE2013    

20  

Intermediate  Copywriter   $51,358  Webmaster   $66,169  Java  Developer   $80,858  Art  Director  (Web)   $102,526  

Salary.com  (2011)  

Page 21: Less Content. More Strategy. (IUE 2013)

Signal  to  noise  raHo  

02  April  2013                                      @dgcooley                                        #IUE2013    

21  

www.jolyon.co.uk  

Page 22: Less Content. More Strategy. (IUE 2013)

The  psychology  of  clujer  

02  April  2013                                      @dgcooley                                        #IUE2013    

22  

Page 23: Less Content. More Strategy. (IUE 2013)

The  psychology  of  clujer  

02  April  2013                                      @dgcooley                                        #IUE2013    

23  

At  Your  House   On  Your  Website  

Insecurity   “I  might  need  that  someday!”  

“A  customer  might  need  that  someday!”  

Keeping  up  with  the  Joneses  

“The  neighbor  has  new  landscaping.  I  need  new  landscaping,  too!”  

“My  compeHtor  uses  video.  I  need  to  use  video,  too!”  

HecHc  pace  of  life   “I’ll  just  put  this  mail  here  for  now  and  deal  with  it  later.”  

“I  don’t  have  Hme  to  meet  about  that.  Just  check  with  legal  before  you  put  it  up  there.”  

Page 24: Less Content. More Strategy. (IUE 2013)

DusHn  CurHs  gets  it  

02  April  2013                                      @dgcooley                                        #IUE2013    

24  

hjp://www.dusHncurHs.com/dear_american_airlines.html  

Page 25: Less Content. More Strategy. (IUE 2013)

AA  is  even  starHng  to  get  it  

02  April  2013                                      @dgcooley                                        #IUE2013    

25  

2011  

Page 26: Less Content. More Strategy. (IUE 2013)

02  April  2013                                      @dgcooley                                        #IUE2013    

26  

2013  

Page 27: Less Content. More Strategy. (IUE 2013)

This  person  got  it.  

02  April  2013                                      @dgcooley                                        #IUE2013    

27  

Everything  Else  

Enter  your  tracking  number   Track  My  Package  

Reference  unknown.  

Page 28: Less Content. More Strategy. (IUE 2013)

GoDaddy  Didn’t  Get  it.  

02  April  2013                                      @dgcooley                                        #IUE2013    

28  

hjp://www.heathbrothers.com/posts/2011/04/gone-­‐godaddy-­‐gone/  

And  it  cost  them  a  (high  profile)  customer.  

Page 29: Less Content. More Strategy. (IUE 2013)

Ahem.  

02  April  2013                                      @dgcooley                                        #IUE2013    

29  

vs.  

Page 30: Less Content. More Strategy. (IUE 2013)

Lane  Furniture.com  doesn’t  get  it.  

02  April  2013                                      @dgcooley                                        #IUE2013    

30  hjp://www.lanefurniture.com/Contact-­‐Us/FAQ.aspx  

Page 31: Less Content. More Strategy. (IUE 2013)

(MORE)  STRATEGY  

02  April  2013                                      @dgcooley                                        #IUE2013    

31  

Page 32: Less Content. More Strategy. (IUE 2013)

The  most  important  thing  

02  April  2013                                      @dgcooley                                        #IUE2013    

32  

Your  content  is  the  most  important  thing  about  your  website.  

Page 33: Less Content. More Strategy. (IUE 2013)

Let  me  repeat  that…  

02  April  2013                                      @dgcooley                                        #IUE2013    

33  

Your  content  is  the  most  important  thing  about  your  

website.  

Page 34: Less Content. More Strategy. (IUE 2013)

Take  care  of  important  things  

02  April  2013                                      @dgcooley                                        #IUE2013    

34  

Treat  your  content  with  love.    

Yell  at  anyone  who  doesn’t.  

Page 35: Less Content. More Strategy. (IUE 2013)

Lorem  Ipsum  must  die!  

02  April  2013                                      @dgcooley                                        #IUE2013    

35  

Lorem  ipsum  dolor  sit  amet,  consectetur  adipiscing  elit.  Donec  nunc  enim,  volutpat  ut  malesuada  sit  amet,  aliquam  eu  orci.  In  quis  mauris  at  enim  fermentum  vulputate  et  sed  enim.  Suspendisse  tempor  ligula  et  libero  iaculis  quis  tempor  erat  imperdiet.  Vivamus  adipiscing  nunc  vel  odio  dictum  tempor.  Nulla  mauris  nibh,  laoreet  nec  lacinia  id,  feugiat  eu  eros.  Curabitur  faucibus  gravida  lectus,  sed  faucibus  felis  mats  nec.  Duis  interdum  placerat  urna  sit  amet  posuere.  Aenean  in  ligula  at  enim  convallis  sagits.  Nam  ac  fermentum  augue.  Curabitur  sollicitudin,  lorem  vel  tempus  malesuada,  tellus  quam  loborHs  risus,  id  dapibus  odio  leo  eget  orci.  Morbi  eu  augue  mi,  eu  porta  arcu.  Donec  massa  leo,  blandit  quis  viverra  vitae,  fringilla  in  augue.  Cras  condimentum,  nibh  ut  varius  lacinia,  metus  quam  faucibus  tortor,  sed  posuere  lacus  risus  in  diam.  Donec  leo  orci,  fermentum  vel  suscipit  eget,  tempus  in  leo.  Vivamus  ante  justo,  posuere  at  sagits  at,  consequat  vel  leo.  VesHbulum  rutrum  commodo  lorem,  non  varius  nisi  venenaHs  nec.    

Page 36: Less Content. More Strategy. (IUE 2013)

02  April  2013                                      @dgcooley                                        #IUE2013    

36  

Usability testing

Rapid prototyping

Interface design

Ethnography

Mobile applicationsPrimary research

Information is experienced factually and emotionally.

The web offers multiple touchpoints to health information.

“Yes doctor…” has become “Yes doctor, but…”

There are many individual styles of interaction.

Patient calls for appointment

Patient makes appt. online

Scheduler refers patient to online screening tool

Confirmation email sent with link to screening tool

Link to additional information related to survey question

Patient email reminder with link to screening tool

Patient initiates screener by answering survey questions

Data is aggregated and fed into EMR system

Doctor checks EMR system at outset of patient visit

EMR system indicates that targeted conditions may warrant discussion

Link to tracker or assessment application or tool

Patient interacts with mobile tracking tool to collect data

Dashboard includes patient data, treatment protocols, discussion guidelines, and educational material

Physician examines patient informed by screener output

Physician detects frequently undiagnosed condition

Detailed dashboard for specific condition

Practice medical librarian curates patient education material by condition

Education material added to personal patient microsite

EMR triggers send of patient education material via email

Patient education material added to patient history and discharge packet

Physician selects patient education material from EMR

Women’s Health Screener welcome page

The Women’s Health Screener can only succeed if it demonstrates tangible positive impact on patient outcomes and satisfaction.

By fostering effective dialogue about targeted, under-diagnosed conditions, the system will enable accurate and early detection, a key component of treatment.

Michael AlvarezDinnerLia- I made our reservations at Café

Sonoma for 7:00. See you there.

Choice HotelsSummer Specials

Get two free nights when you stay

three at any of our participating...

Medical Group Practice

Appointment Reminder

Please remember to take the

Women’s Health Screener prior to…

Ingrid NowetnyFW: why cats are better than men

Lia- I thought of you when I saw #7.

Ingrid

Michael Alvarez

Women’s Health Screener:Anxiety and DepressionPfizer Inc.***** 253 ratings

Nam lobortis lacus ac quam iaculis porta facilisis quam adipiscing. Phasellus diam augue, rhoncus quis placerat sed, laoreet nec urna. In ultricies, leo vel tempus molestie, erat sem posuere neque, non lobortis tellus nulla sed magna.

MedicalGroupPractice.com

Brandulon (generibrand sulfate)

Patient Education Material

Nam lobortis lacus ac quam iaculis porta facilisis quam adipiscing. Phasellus diam augue, rhoncus quis placerat sed, laoreet nec urna. In ultricies, leo vel tempus molestie, erat sem posuere neque, non lobortis tellus nulla sed magna.

Pellentesque ultrices vestibulum arcu vel ornare. Donec eget diam purus, eu lobortis augue. Duis imperdiet pulvinar molestie.

Personal Health Resource Center logout

Fibromyalgia

Nam lobortis lacus ac quam iaculis porta facilisis quam adipiscing. Phasellus diam augue, rhoncus quis placerat sed, laoreet nec urna. In ultricies, leo vel tempus molestie, erat sem posuere neque, non lobortis tellus nulla sed magna.

Overactive Bladder

Pellentesque ultrices vestibulum arcu vel ornare. Donec eget diam purus, eu lobortis augue. Duis imperdiet pulvinar molestie.

12. How would you rate your daily levels of stress or anxiety?

[ ] High

[ x ] Medium

[ ] Low

Staff AppointmentsServices Resources Contact

M Tu W Th F Sa Su1 2 3 4 5

6 7 8 9 10 11 1213 14 15 16 17 18 1920 21 22 23 24 25 2627 28 29 30 31

“Hello. This is Lia Alvarez. I’d like to

make an appointment with Dr. Hansen.”

“It’s on our website, under ‘Resources’. I’ll send you a link.”

“Fibromyalgia? Is that serious? What do I do next?”

“Lia, it looks like you have some concerns about pain and fatigue.”

From: Medical Group PracticeTo: Lia Alvarez

Subject:Your Upcoming Appointment

This message confirms your upcoming appointment with Dr. Natalie Hansen on October 17th at 8:15 a.m.

To help in identifying any specific areas of concern, Dr. Hansen requests that you fill out a brief health questionnaire prior to your appointment. Your answers will only be seen by the medical staff at Medical Group Practice.

Go to the Women’s Health Screener >>

Thank you,Jane HoodScheduling Coordinator

Daily Stress and Anxiety

Nam lobortis lacus ac quam iaculis porta facilisis quam adipiscing. Phasellus diam augue, rhoncus quis placerat sed, laoreet nec urna. In ultricies, leo vel tempus molestie, erat sem posuere neque, non lobortis tellus nulla sed magna.

Depression

Pellentesque ultrices vestibulum arcu vel ornare. Donec eget diam purus, eu lobortis augue. Duis imperdiet pulvinar molestie.

Medical Group PracticeWomen’s Health Screener

12. How would you rate your daily

levels of stress or anxiety?[ ] High

[ ] Medium[ ] Low

Learn more about this question >>

Download a free daily mood

tracker >>

Medical Group Practice

Women’s Health Screener

This short survey was designed by medical professionals to help your doctor better understand your health issues and concerns.

Information collected will only be seen by our medical staff.

The survey should take between 5 and 10 minutes to complete.

Start Now >>

Staff AppointmentsServices Resources Contact

From: Medical Group PracticeTo: Lia Alvarez

Subject:Information from Dr. Hansen

Attached are electronic copies of the information discussed during your recent appointment.

Your doctor has also created a secure website with links to tools and resources that may be helpful to you. To access this secure website, click on the link below. Your password is your date of birth in MMDDYYYY format (no spaces or dashes).

Your Personal Health Resource Center >>

Alvarez

, Lia

Nam lobortis lacus ac quam iaculis porta facilisis quam adipiscing. Phasellus diam augue, rhoncus quis placerat sed, laoreet nec urna.

In ultricies, leo vel tempus molestie, erat sem posuere neque, non lobortis tellus nulla sed magna.

Pellentesque ultrices vestibulum arcu vel ornare. Donec eget diam purus, eu lobortis augue. Duis imperdiet pulvinar molestie.

User Experience Flow DiagramWomen’s Health Screener

WHS

FREE

Johnson, JayneAlvarez, LiaMcPhee, EmmaXiang, WuGohlsen, GinaBossert, Mary

NotesAlerts

MessagesAppointmentsWomen’s Health Screener Results:Fibromyalgia

Guidelines Patient EducationOveractive Bladder

Guidelines Patient Education

Appointment Notes

Patient History Discussion Guidelines

Treatment Protocols

Educational Material

Patient Data

WHS: Fibromyalgia

Pellentesque ultrices vestibulum arcu vel ornare. Donec eget diam purus, eu lobortis augue. Duis imperdiet pulvinar molestie.

Medical Group Practice

Women’s Health Screener

This short survey was designed by medical professionals to help your doctor better understand your health issues and concerns.

Information collected will only be seen by our medical staff.

The survey should take between 5 and 10 minutes to complete.

Start Now >>

Patient fills out screener on iPad in waiting room

Page 37: Less Content. More Strategy. (IUE 2013)

Bacon  Ipsum,  however,  is  awesome.  

02  April  2013                                      @dgcooley                                        #IUE2013    

37  

hjp://www.baconipsum.com  

(No!  Not  really!)  

Page 38: Less Content. More Strategy. (IUE 2013)

See  also:  

02  April  2013                                      @dgcooley                                        #IUE2013    

38  

hjp://www.rikeripsum.com  hjp://www.slipsum.com  

(Stop  it!)  

Page 39: Less Content. More Strategy. (IUE 2013)

SEO  

02  April  2013                                      @dgcooley                                        #IUE2013    

39  

SEO  is  important  and  should  be  considered  as  part  of  your  strategy.  

<Htle>  tags  

Link  text  &  placement  

Copy  volume  

Page 40: Less Content. More Strategy. (IUE 2013)

Video  

02  April  2013                                      @dgcooley                                        #IUE2013    

40  

Video  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.  

hjp://www.tubemogul.com/research/report/99-­‐Online-­‐Video-­‐Delivery-­‐SHll-­‐Nowhere-­‐Near-­‐TV-­‐Quality  

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InformaHon  architecture  

02  April  2013                                      @dgcooley                                        #IUE2013    

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Whatever  content  is  included  needs  to  be  organized  very  well.  

Page 42: Less Content. More Strategy. (IUE 2013)

More  content  might  be  OK.    Maybe.  Some=mes.  

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Page 43: Less Content. More Strategy. (IUE 2013)

Further  Reading  

02  April  2013                                      @dgcooley                                        #IUE2013    

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Erin  Kissane  Twijer.com/kissane  

KrisHna  Halvorson  Twijer.com/halvorson  

Karen  McGrane  Twijer.com/karenmcgrane  

“Content  Strategy  “Group  Content  Strategy  meetups  in  many  ciHes  

Page 44: Less Content. More Strategy. (IUE 2013)

Recap  

•  You  are  (probably)  already  a  content  strategist.  •  Content  is  expensive.  •  Let  go  of  what  no  longer  serves  you.  •  OpHmize  what  does.  

02  April  2013                                      @dgcooley                                        #IUE2013    

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Less Content. More Strategy.

lesscontentmorestrategy.com