less content. more strategy. (kcdc 2014)

Download Less Content. More Strategy. (KCDC 2014)

Post on 23-Aug-2014

380 views

Category:

Internet

0 download

Embed Size (px)

DESCRIPTION

This presentation will briefly describe the concept of content strategy, then explore how an abundance of content increases stress and costs money, and how LESS content is a much better approach. Attendees will gain an appreciation of content strategy as a discipline, consider a new approach to product content, and assess the wisdom of their own company's content strategy (if they have one).

TRANSCRIPT

  • Less Content. More Strategy.
  • 17 May 2014 @dgcooley #KCDC2014 Danielle Gobert Cooley danielle@dgcooley.com @dgcooley 15 years as a UX Specialist BE, Biomedical and Electrical Engineering Vanderbilt University MS, Human Factors in InformaNon Design Bentley University hPp://linkedin.com/in/dgcooley Selected Work
  • 17 May 2014 @dgcooley #KCDC2014
  • (Less) Content. (More) Strategy. 17 May 2014 @dgcooley #KCDC2014 Content Stress Expense Value to End User Revenue Expenses and stress increase with content. While end user value and revenue ulNmately suer.
  • SO WHAT IS CONTENT STRATEGY? 17 May 2014 @dgcooley #KCDC2014
  • Uh-oh! 17 May 2014 @dgcooley #KCDC2014
  • You probably already do it! 17 May 2014 @dgcooley #KCDC2014
  • Aaaah. Clients. 17 May 2014 @dgcooley #KCDC2014 I need a wireframe. Uhhhhh OK?
  • Which one? 17 May 2014 @dgcooley #KCDC2014 ?
  • KrisNna Halvorsons deniNon 17 May 2014 @dgcooley #KCDC2014 Content Strategy is the pracNce of planning for content creaNon, delivery, and governance. - KrisNna Halvorson
  • Rahel Bailies deniNon 17 May 2014 @dgcooley #KCDC2014 Content Strategy is the development of a repeatable process that manages content throughout the enNre content lifecycle. And that means, from planning to creaNon to management within the CMS, to publishing, to post-publishing acNviNes, and back through the next iteraNon of planning, and so on.
  • What content are we talking about? 17 May 2014 @dgcooley #KCDC2014 Graphics Audio Video Photos PDFs Blog Entries Copy Tweets hPp://www.site.com Links spacer.gif
  • Content creaNon Whos going to create it? How oien? What kind of content will it be? Tone? 17 May 2014 @dgcooley #KCDC2014 Dont forget about maintenance!
  • Content delivery Is this going on the website? TwiPer? Facebook? Email? Annual Report? 17 May 2014 @dgcooley #KCDC2014 Technical consideraNons can be huge!
  • Content governance Who reviews & approves new and updated content? Who determines and enforces removal and archival rules? 17 May 2014 @dgcooley #KCDC2014 Who gets to (has to?) say No! to the boss?
  • (LESS) CONTENT 17 May 2014 @dgcooley #KCDC2014
  • The long neck 17 May 2014 @dgcooley #KCDC2014 hPp://www.gerrymcgovern.com/ 80%
  • The Pareto Principle 17 May 2014 @dgcooley #KCDC2014 E-commerce site: 714,716 pages and 12,125,733 pageviews 36% 71 pages (0.01%) 677,848 pages (94.8%) were viewed fewer than 25 Nmes each
  • The Pareto Principle 17 May 2014 @dgcooley #KCDC2014 B2B IT Soiware Company: 211,318 pages and 9,025,793 pageviews 68% 21 pages (0.01%) 205,775 pages (97.4%) were viewed fewer than 25 Nmes each
  • Contents long neck 17 May 2014 @dgcooley #KCDC2014
  • Required quadrant map 17 May 2014 @dgcooley #KCDC2014 Benet Cost Logo & Branding FAQ Culture Video Contact LePer from the CEO It Depends J
  • Content is expensive 17 May 2014 @dgcooley #KCDC2014 Intermediate Copywriter $51,358 Webmaster $66,169 Java Developer $80,858 Art Director (Web) $102,526 Salary.com (2011)
  • Signal to noise raNo 17 May 2014 @dgcooley #KCDC2014 www.jolyon.co.uk
  • Signal to noise raNo 17 May 2014 @dgcooley #KCDC2014 hPp://www.electronicink.com/a-bePer-system/Embracing-Brevity-Pays-O
  • The psychology of cluPer 17 May 2014 @dgcooley #KCDC2014
  • The psychology of cluPer 17 May 2014 @dgcooley #KCDC2014 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 compeNtor uses video. I need to use video, too! HecNc pace of life Ill just put this mail here for now and deal with it later. I dont have Nme to meet about that. Just check with legal before you put it up there.
  • DusNn CurNs gets it 17 May 2014 @dgcooley #KCDC2014 hPp://www.dusNncurNs.com/dear_american_airlines.html
  • AA is even starNng to get it 17 May 2014 @dgcooley #KCDC2014 2011
  • 17 May 2014 @dgcooley #KCDC2014 2013
  • This person got it. 17 May 2014 @dgcooley #KCDC2014 Everything Else Enter your tracking number Track My Package Reference unknown.
  • GoDaddy Didnt Get it. 17 May 2014 @dgcooley #KCDC2014 hPp://www.heathbrothers.com/posts/2011/04/gone-godaddy-gone/ And it cost them a (high prole) customer.
  • 17 May 2014 @dgcooley #KCDC2014 vs.
  • Lane Furniture.com doesnt get it. 17 May 2014 @dgcooley #KCDC2014 hPp://www.lanefurniture.com/Contact-Us/FAQ.aspx
  • (MORE) STRATEGY 17 May 2014 @dgcooley #KCDC2014
  • The mos