1. (and context is kingdom)
What makes great content and why?
PrecEdinburgh | 93-95hanoverstr
Content is king
The
web
design
series
@precedentcomms #PrecSem @ryansackett

2. 08:45 Part 1
- Principles
- Lifecycle
- Tools of the trade
09:30
Coffee, cigarette, stretch etc.
09:45 Part 2
- Getting practical
- Looking ahead
- Wrap up, questions, other bits
10:30
Finish
The order of things
@precedentcomms #PrecSem @ryansackett

4. …plans for the creation, publication
and governance of useful, usable
content
Kristina Halvorson, CEO Brain Traffic
Content strategy…
@precedentcomms #PrecSem @ryansackett

5. 1. Appropriate
2. Useful
3. User centred
4. Clear, consistent, concise
5. Supported
Key principles
@precedentcomms #PrecSem @ryansackett

6. 1. Be appropriate
@precedentcomms #PrecSem @ryansackett
For the user…
“Personal behavioural context”: Andrew Hinman

7. 1. Be appropriate
@precedentcomms #PrecSem @ryansackett
Principles
- Think lean
- Design for glance
- Use content to navigate
- Grease connection points
- Enable easy pick up
Relationships
- Spatial
- Temporal
- Social

8. 1. Be appropriate
@precedentcomms #PrecSem @ryansackett
For the business…
- Goal focussed
- Sustainable
- But, ultimately, for the user
Icons: thisisservicedesignthinking.com

10. 2. Be useful
@precedentcomms #PrecSem @ryansackett
Bad
“Sell products”
Good
“Show how this
product helps
teachers”

11. 2. Be useful
@precedentcomms #PrecSem @ryansackett

12. Adopt the mental model of the user
3. Be user centered
@precedentcomms #PrecSem @ryansackett
I need to find a hammer.
That’s probably with tools
Hammers with heads
between 2” and 5” are in
the home use tools section
at the end of aisle 15.
Hammers with heads
between 5” and….

13. “The Brads, Windows 8”: Brad Colbow

15. http://blog.vinspired.com/

16. 4. Be clear, consistent and concise
@precedentcomms #PrecSem @ryansackett
OK, I get it It was called that
in their store and
in the brochure too
That’s all I need,
I’m all set
- Correct language
- Organised meaningfully
- Style guide
- Training and support
Only publishing what’s
useful and usable

17. 5. Be supported
@precedentcomms #PrecSem @ryansackett
Understand the effort
“Editorial workflow roles”: occupywallstreet.net

18. 5. Be supported
@precedentcomms #PrecSem @ryansackett
Different content types have
different requirements, especially
once they have been published
Factual
User generated
Time bound
Evergreen

19. Content lifecycle
@precedentcomms #PrecSem @ryansackett
“Content Lifecycle Management”: internationaldesign.ca

20. Evaluate
Tools of the trade
@precedentcomms #PrecSem @ryansackett
Design
Analytical
Creative
Content audit
Gap analysis
Workflow snapshot
User research
Editorial calendar
Channel strategy
Content style guide
Social guidelines
Project brief
Kick off meeting
Workflow recommendations
User proxies
Communication plan
Feature design recommendations
Content templates
Voice and tone guides

21. Time for a break
@precedentcomms #PrecSem @ryansackett
“Edinburgh skyline”: thelittleblackbook.org

22. Content effectiveness
@precedentcomms #PrecSem @ryansackett
Optimised
Riche.g.imagesandvideo
5
4
3
2
1
0
Plain English
Actionable
Web Mobile Social

23. Understanding tasks
@precedentcomms #PrecSem @ryansackett
Destination! Date / time! Price! Confirmation!
“I’m not necessarily after
the cheapest, it’s a
combination of things”
Departure
airport!
Specifics!
Book tickets!
“I must have an
aisle seat”
“There are a few airports I
could fly from”
“I can be flexible with
dates, but I’d prefer not to
get up too early. And I
need to Liaise with my
sister in New York”
“Normally I just want to
book the flights and none
of the shows or museum
trips, but I do like to see
what’s going on”
“I won’t look at the email
again until just before I
travel”
Goal: Book a cheap flight

24. 2013 2014 2015
Looking ahead
@precedentcomms #PrecSem @ryansackett
Branded
content
Synchronisation
Screen
sharing
Device
shifting
Decoupling
CMS
Complementary
Simultaneity

25. Thank you
@precedentcomms #PrecSem @ryansackett
“Edinburgh skyline”: thelittleblackbook.org

26. The
web
design
series
7 June, part 2
Creating a lasting impression
Our senior digital consultant Rob will share
his insights and discuss how creating strong
relationships with your customers can result
in them choosing to stick with you; how
understanding their behaviours can
encourage them to take the steps you strive
for; and how this bond helps you to manage
disappointment were it to occur.
14 June, part 3
What makes awesome design?
Our creative director Mark will take you
through the fundamental principles of
remarkable web design, exploring what it is
it that makes a website memorable? From
brand and visual heirarchy, to understanding
your audience and creating emotional and
relevant campaigns.