8. Masters of Content
• A clinical approach
to content
• Understand the
desires of users
• Understand the
desires of the brand
• Understand the
desires of
experience
designers, creatives,
and developers
10. Masters of Content
A discipline within User Experience
• Contextual inquiry (social listening & search
behavior)
• Conceptual models
• Personas
• User testing
• User journeys
• Competitive analysis
• Perceived affordances
(dashboards, infinite feeds, dynamic tiles, immersive worlds, wizards)
11. EVALUATE
Project brief
Gap Analysis
Kickoff meeting
Workflow snapshot
Workflow recommendations
User research
User proxies
Editorial calendar
Communication plan
Delivery channel strategy
Feature design recommendations
Content style guide
Content templates
Community and social guidelines
Voice and tone guidelines
CREATIVE
ANALYTICAL
Content Audit
DESIGN
12. Masters of Content: e Dreaded Audit
BUSINESS
NEED
ALIGN
ON
REVIEW
STANDARDS
INVENTORY
SITE
CONDUCT
AUDIT
SYNTHESIZE
&
VISUALIZE
SUMMARIZE
KEY
RECOMMENDATIONS
13. Masters of Content: Review Standards
GUIDELINES
TARGET
CONSIDERATIONS
Voice and tone
Brand
Does the content consistently reflect the brand voice
and attributes?
Does the content reinforce the brand positioning?
Usable, findable,
shareable,
optimized
Customers &
Robots
Can customers find the content when searching using
relevant keywords?
Is the content easy to navigate to and through?
Readability,
accessibility
Customers &
Compliance
Is the content written at the appropriate grade level?
Is the content accessible by those with visual or
auditory impairments?
• Voice and style
Useful,• Useful, relevant, clear,content timely and up-to-date?
relevant,
Customers
Is the persuasive
clear, persuasive
Is the content consistent throughout the experience?
• Findable, shareable the content improve user understanding of
Does
product or brand?
• Readability, accessibility
44. INFORM
Messaging
Voice & Tone
Content Models
Navigation
Metadata
Content Matrix
Wireframe
AnnotaAons
Template
Type
DefiniAons
Page
Element
DefiniAons
Content
InteracAvity
DESIGN
CONFORM
Governance
New Content
Updates
Archival
46. “Design thinking is the search for the
magical balance between business and art,
structure and chaos, intuition and logic,
concept and execution...”
63. Final oughts for CS Success
• Adopt the same curious approach to content as you had to
sex as a teenager
• Bring a clinician’s mindset to your work with content
• Use the UX toolbox to help inform your content strategy,
which in turn can be used to inform design strategy
• Don’t hate, collaborate – a brand’s content strategy is
bigger than me or you. Guide the ship when you need to.
• in or play to win with your content
• A.B.E. – Always Be Evolving
68. UNIFIED ENTERPRISE CONTENT STRATEGY
PRINT
TRAINING
Central
Governed
XML Content
Repository
WEB
MOBILE
SOCIAL
INTRANET
69. Key
home 0.0.0.0
Proposed Website Sitemap
category 0.0.0.0
Existing
Page
Home Page
landing 1.0.0.0
landing 2.0.0.0
landing 3.0.0.0
landing 4.0.0.0
category 0.0.0.0
New
Page
Multiple
links
landing 5.0.0.0
Utility
Business
Platforms
category 1.1.0.0
Process
Management
category 1.2.0.0
Industrial
Automation
category 1.3.0.0
Climate
Technologies
category 1.4.0.0
Network
Power
category 1.5.0.0
Commercial &
Residential
Innovation
category 2.1.0.0
Featured
Innovations
Investors
category 3.1.0.0
Annual
Reports
Careers
category 4.1.0.0
Career Search
News
category 5.1.0.0
Search
Select
Language
Corporate
News
category 2.2.0.0
category 3.2.0.0
category 4.2.0.0
category 5.2.0.0
It's Never
Been Done
Before
Investor
Relations
MBA
Graduates
Footer
Business
News
category 2.3.0.0
Apps & Tools
category 2.4.0.0
Video Gallery
category 2.5.0.0
Community
Exchange
(Social
Innovation)
About Us
category 3.3.0.0
Corporate
Governance
category 4.3.0.0
category 5.3.0.0
Discover
Emerson
Financial
News
category 4.4.0.0
category 5.4.0.0
Culture &
Diversity
category 4.5.0.0
Meet Our
People
Contact Us
Business
Platforms
Events
category 5.5.0.0
Site Map
Media Kit
Privacy
Policy
category 1.6.0.0
By Brand
(Faceted
Search)
Terms of
Use
71. “Is it OK to learn ‘content
strategies’ from older
women?”
73. Redish ahead of her time
• Use natural language
• ink of your site as a conversation with
your customer
• Exhibit domain mastery
• Stay “on theme” in your headlines and copy
• Use semantic linking
• Maintain strong information scent
74. “Does food act as an
aphrodisiac for content
strategists?”
76. GREAT
ADS,
CAMPAIGNS,
CONTENT
MARKETING,
DESTINATION
MICROSITES,
BRANDED
UTILITY
APPS,
SOCIAL
ENGAGEMENT
PRODUCT
INFORMATION,
PRICING,
CONTRACT
INFORMATION,
DISCLAIMER,
LEGALESE
NEWSLETTERS,
HOW-‐TO’s,
TIPS
and
TRICKS,
PERSONALIZATION,
SOCIAL
ENGAGEMENT,
SWEEPSTAKES