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Hi!   I’m Karen McGranefrom Bond Art + Science    @karenmcgrane                          1
Concept ruthlessly stolen from Heather Champ @hchampVia Flickr User swirlspice under a Creative Commons License   2
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CONTENT?INFORMATIONARCHITECTURE                   VISUAL                               DESIGN               INTERACTION   ...
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WHY CONTENT STRATEGY?WHY NOW?                        6
FROM          TOStatic        DynamicCentralized   DecentralizedWalled        SocialCostly        CheapGeeky         Mains...
USER EXPERIENCE                       Information                       Architecture                       CONTENT        ...
NAMING A PAIN POINT.                       10
DEFINING A PROCESS.                      11
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Current Site AuditStakeholder &                                                      Competitive &User Interviews         ...
User Experience Design Process: Critical Path                                                                             ...
An Example                                                                                                                ...
PHASE              1                                                                                      PHASE           ...
THE CONTENT STRATEGY PROCESS                          18
1. THINK BEYOND THE TEMPLATE.                           19
Ron represents a flavorings manufacturer. One                                of his big customers is in Burlington, VT, an...
Travel booking      Boutique sitesengines             deliver on styleaggressively        preferences forpromote          ...
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We opted to go livewith the existing content.                             25
Buy-in for that decision stretchedto the highest levels of the organization.                                             26
We knew the content sucked. We just believed there wasnothing we could do about it.                                27
Within an hour, the angry calls started. Client receivedhundreds of angry calls from franchisees the first day.Complaint c...
7000 pages.      The upside is that the second45 people.        launch was very successful.Six weeks.     Still, I cant sa...
HOW TO THINK PAST TEMPLATES_Talk about why it’s important to provide great content. Even when people don’t want to listen....
1. THINK BEYOND THE TEMPLATE.2. EVALUATE CONTENT QUALITY.                           31
http://www.flickr.com/photos/carlaarena/3188139819/   32
DON’T LET THIS BE THE FATEOF YOUR WEB CONTENT    http://www.getittogetherinc.net/images/storage%20before.JPG   33
From Flickr User 2493™   34
Mythbusters, Polishing a Turd   37
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HOW TO EVALUATE QUALITY_Don’t just inventory: analyze your content. Don’t just look at what you have, assess whether it’s ...
1. THINK BEYOND THE TEMPLATE.2. EVALUATE CONTENT QUALITY.3. PLAN FOR THE FUTURE.                           40
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TRUNCATION IS NOT ACONTENT STRATEGY                      44
BLOBS vs. CHUNKS                   47
MOBILE                       WEB       MOBILE           WEBSITE                                  APPS  SOCIAL             ...
MOBILE                      WEB       MOBILE           WEBSITE                                 APPS  SOCIAL               ...
MOBILE                      WEB       MOBILE           WEBSITE                                 APPS  SOCIAL               ...
MOBILE                      WEB       MOBILE           WEBSITE                                 APPS  SOCIAL               ...
MOBILE                       WEB       MOBILE           WEBSITE                                  APPS  SOCIAL             ...
Metadata is the new art direction.                  Ethan Resnick, @studip101   53
MAKE IT FUTURE-FRIENDLY_We can’t afford to think about writing content for any one platform._If we’re going to be able to ...
FIRST:YOU WILL ADVOCATEFOR CONTENT.
SECOND:YOU WILL PARTNER WITHA CONTENT STRATEGIST.
THIRD:YOU WILL PLAN FOR THEFUTURE OF CONTENT.
THANKS!@karenmcgranekaren@bondartscience.comwww.bondartscience.com+1 (917) 887-8149
Ron represents a flavorings manufacturer.
Ron represents a flavorings manufacturer.
Ron represents a flavorings manufacturer.
Ron represents a flavorings manufacturer.
Ron represents a flavorings manufacturer.
Ron represents a flavorings manufacturer.
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Ron represents a flavorings manufacturer. Developing Successful Content Management Solutions

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Ron represents a flavorings manufacturer. One of his big customers is in Burlington, VT, and he visits their plant at least once every month or two. Being a clever sort, Ron has emailed to himself the hotel detail page for each of the hotels he regularly visits. Prior to his trip, he opens the email with “Burlington – Colchester” as the subject, and clicks on the link to take him immediately to the hotel detail page. He then selects a non-smoking room with a king bedName: Ron Buckley from the list of room types, and is prompted toAge: 47 enter his stay dates, which he does. From theFamily: Married, 2 children room detail page, he clicks “Reserve” to book aJob:   ManufacturingHome: Port Washington, NY room, enters his guest information and rewardsIncome: $55,000/year number. When he prints out his confirmation toTravel: 2-3 times per month conclude his transaction, he notes it took him less than five minutes to complete. 20

Publicada em: Tecnologia, Design

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