This was a presentation given with my colleague Neha Singh from Yahoo in STC chapter of India.

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Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod 6ncidunt ut laoreet
dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci ta6on ullamcorper
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vulputate velit esse moles6e consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et
iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod 6ncidunt ut laoreet
dolore magna aliquamerat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci ta6on ullamcorper
suscipit lobor6s nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in
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Content Strategy – An integral part of
User Experience Design

2. 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

3. Text
Data
Images
Videos
Audios
Forms
Content
Error Messages
Metadata
What is content

4. “Technically, Web content can be anything that appears on a website, including words, pictures,
video, sounds, downloadable files (PDF), buHons, icons, and logos.”
— Richard Sheffield, The Web Strategist’s Bible

5. 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

6. 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
is the reason users visit websites!

7. User dislikes the tone
or type of content
User enters website
User leaves the
website
Why it is tough

8. User likes the tone and
type of content
User enters website
User stays on the
website
He tries out new
features
He likes the
features
He suggests it to
contacts/saves the
website for repeat visit
Why it is tough

9. User likes the tone and
type of content
User enters website
User stays on the
website
He tries out new
features
He likes the
features
He suggests it to
contacts/saves the
website for repeat visit
Why it is tough

10. So Content is a criBcal business
asset!

11. Updated
Feel good
Enjoyable
Framed
User centric
Engaging
Persuasive
Usable
Useful
Findable
Examples of good content

12. Feel good

13. User centric

14. Persuasive

15. Engaging

16. Framed

17. Sorry, we could not find any results matching “Dixit”.
Usable

18. Updated

19. How to make content work?
Develop a content strategy!

20. What is Content Strategy?
“Content strategy is the prac6ce of planning for the crea6on, delivery, and governance
of useful, usable content.”
‐ Kris6na Halvorson, Brain Traffic

21. Useful !
Content Strategy makes Content !
Informative!
Targeted!
What is Content Strategy?

22. Usable !
Content Strategy makes Content !
Findable!
Readable!
Accessible!
What is Content Strategy?

23. In order to facilitate their work content strategists ask ques6ons like:
• Why ‐ Why is the content required
• How ‐ How is the content to be produced
• For whom ‐ Who is to read the content
• By whom ‐ Who is to create the content
• With what ‐ what is the content to be created with
• When ‐ Timing of content crea6on
• Where ‐ Where is the content to be placed
• How o1en ‐ How oXen will the content need to be produced
• What next ‐ What is to be done once the content is "out there”
*Kris6na Halvorson
What is Content Strategy?

24. Just a thought
“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 GarreH

25. Research
Requirements
IdeaBon Design
ValidaBon
User
Experience
Lifecycle
User Experience

26. User Researcher
Market Researcher
Content Strategist
Content needs of user | Content audit | Content Inventory
Research
Requirements
IdeaBon
Design
ValidaBon
User Experience - Research

27. Iden6fying content preferences of the user
User Experience - Research

28. Spreadsheet column heading DescripBon/ Notes
Example link URL Record a page url that serves as a good
example of this type of content
Content file type This is usually the file format‐ HTML, PDF,
Flash, video ( mp4 ), etc
Content func6on What kind of content is it ? Product
descrip6on / index page/ press release /
applica6on help/ etc
Content volume Approximately how many pages of this
content type are on the site
Keywords It’s a good idea to start a list of keywords or
topics associated with each piece of content
found. This helps in defining official list of
keywords and taxonomy in future.
User Experience - Research
Content audit of exis6ng content
* The web content strategist’s bible- Richard Sheffield

29. Research
Requirements
IdeaBon
Design
ValidaBon
Product manager
Marketing manager
Designers
Editorial
Content Strategist
Content effort size and scope | Editorial Process analysis
User Experience - Requirements
Compe66ve content analysis | Content gap analysis

30. Research
Requirements
IdeaBon
Design
ValidaBon
Information Architect
Designers ( IxD/ VisD )
Product Manager
Content Strategist
Personas | Taxonomy and content groups | Voice and tone of content
User Experience - Ideation
Content flows | Content template

31. Research
Requirements
Idea6on
Design
ValidaBon
Interaction Designer
Visual Designer
SEO
Accessibility Specialist
Content Strategist
Content scenarios | Editorial guidelines | Editorial Calendar
Website messaging | Metada defini6on | Search keywords
User Experience - Design

32. Messaging – value
adding content.!
* http://www.artinstitutes.edu/
User Experience - Design

33. “ Using dummy content or fake informa0on in
the Web design process can result in products
with unrealis0c assump0ons and poten0ally
serious design flaws. Fake data can ensure a
nice looking layout but it doesn’t reflect what a
living, breathing applica6on must endure. Real
data does. ”
—Luke Wroblewski
User Experience - Design

34. Research
Requirements
IdeaBon
Design
ValidaBon
Designers
Prototyper/Engineer
Usability specialist
Product manager
Marketing manager
Content Strategist
Overall content review
User Experience - Validation

35. • Ensures content accountability – Engage all stakeholders
• Assesses user goals – Determine what is to be accomplished with content.
• Aligns with business goals
• Collaborates with design – To derive the language for new features
• Sets standards – Create themes, tone and voice guidelines
• Ensures content usability – Create guidelines for readable content
• Analyzes content – Review content and submit recommenda6ons for
improvement
What Content Strategist does – in short

36. Want to be a Content Strategist?
EducaBon and Professional Background
* Library and informaBon sciences
* Computer sciences
* CreaBve and performing arts
* AdverBsing and markeBng
* Rhetoric and composiBon
* Technical wriBng and communicaBon
* Journalism
* Professional editors and writers
* CommunicaBons
* Liberal arts
* Management consulBng
http://knol.google.com/k/content-strategy

38. A few good reads:
• The Web Content Strategist’s Bible – Richard Sheffild
• Content Strategy for the Web – KrisBna Halovorson
• Leng Go of the Words ‐ Ginny Redish

39. Contact us
Neha Singh – nehas1@yahoo-inc.com
Arunima Saboo – arunimas@yahoo-inc.com