Content as a Conversation: Collaborating with Content Strategists

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Ahava Leibtag

Ahava Leibtag presents how a content strategist can help you create valuable content.

Tecnologia Notícias e política

CONTENT AS A
CONVERSATION:
COLLABORATING WITH
CONTENT STRATEGISTS
AHAVA LEIBTAG
PRESIDENT
AHA MEDIA GROUP, LLC
@ahavaL

CONTENT IS A CONVERSATION.
@ahavaL #UXPA2013

TO WHOM ARE WE
TALKING?
@ahavaL #UXPA2013

WHY IS CONTENT SO SCARY?
• Intimate
• Politically sensitive
• Opaque
• Dangerous
• Requires definition
@ahavaL #UXPA2013

CONTENT REVEALS
TO THE WORLD WHO
WE ARE.
@ahavaL #UXPA2013

Content Strategy Basics
Content strategy is concerned with 2
issues:
1. Aligning your content with your
business goals
2. Helping your users accomplish their
goals
@ahavaL #UXPA2013

Content is a shared system of
assets within your organization.
@ahavaL #UXPA2013

CONTENT IS THE
CONVERSATION THAT FUELS
THE SALES PROCESS.
@ahavaL #UXPA2013

How can a content strategist
help you?
@ahavaL #UXPA2013

1. Shareable (Formats)
2. Findable (SEO)
3. Readable (Structure)
4. Understandable (Don’t let
content break design)
5. Actionable (Find the right
cues)
@ahavaL #UXPA2013

#1: Shareable
(Formats)
@ahavaL #UXPA2013

How do we create a better UX?
All Part of an IA Team
• Data architect
• Taxonomist
• SEO Expert
@ahavaL #UXPA2013

Load Times
Reduced the amount of
time Google needed to
crawl the site by 50%,
which resulted in 1.5
seconds per page view
@ahavaL #UXPA2013

Saved REI Users 22 Years
@ahavaL #UXPA2013

Content strategists need to know
the front end.
And the back end.
@ahavaL #UXPA2013

#3: Readable
(Structure)
@ahavaL #UXPA2013

We must unlearn what we have
learned.
@ahavaL #UXPA2013

Multi-Channel Publishing
@ahavaL #UXPA2013

#4: Understandable
(Don’t let content
break design)
@ahavaL #UXPA2013

Let us tell you.
With character counts and all.
@ahavaL #UXPA2013

Display content so people can
actually read it.
@ahavaL #UXPA2013

• People like to scan.
• But then they find something they want to
read.
• Then they read it.
• Then they share it.
• Isn’t that amazing?
• It’s kind of like how it’s always been, right?
(See cave painting, libraries, newspapers left
on train, articles clipped and sent to family
members through the MAIL….)
• It’s just speed and technology that have
changed.
@ahavaL #UXPA2013

Design Spec/Page Template
@ahavaL #UXPA2013

#5: Actionable
(Find the right
cues)
@ahavaL #UXPA2013

QUESTIONS?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
Twitter: ahavaL
301-452-5331
@ahavaL #UXPA2013

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Content as a Conversation: Collaborating with Content Strategists

1. CONTENT AS A CONVERSATION: COLLABORATING WITH CONTENT STRATEGISTS AHAVA LEIBTAG PRESIDENT AHA MEDIA GROUP, LLC @ahavaL

2. @ahavaL #UXPA2013 CONTENT STRATEGIST

7. CONTENT IS A CONVERSATION. @ahavaL #UXPA2013

8. TO WHOM ARE WE TALKING? @ahavaL #UXPA2013

9. WHO ARE WE? @ahavaL #UXPA2013

10. WHY IS CONTENT SO SCARY? • Intimate • Politically sensitive • Opaque • Dangerous • Requires definition @ahavaL #UXPA2013

11. CONTENT REVEALS TO THE WORLD WHO WE ARE. @ahavaL #UXPA2013

12. @ahavaL #UXPA2013

13. Content Strategy Basics Content strategy is concerned with 2 issues: 1. Aligning your content with your business goals 2. Helping your users accomplish their goals @ahavaL #UXPA2013

14. Content is a shared system of assets within your organization. @ahavaL #UXPA2013

15. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahavaL #UXPA2013

16. @ahavaL #UXPA2013

17. @ahavaL #UXPA2013

18. @ahavaL #UXPA2013

19. PEOPLE @ahavaL #UXPA2013

20. PROCESS @ahavaL #UXPA2013

21. TECHNOLOGY @ahavaL #UXPA2013

22. @ahavaL #UXPA2013

23. @ahavaL #UXPA2013

24. @ahavaL #UXPA2013

25. @ahavaL #UXPA2013

26. How can a content strategist help you? @ahavaL #UXPA2013

27. @ahavaL #UXPA2013

28. 1. Shareable (Formats) 2. Findable (SEO) 3. Readable (Structure) 4. Understandable (Don’t let content break design) 5. Actionable (Find the right cues) @ahavaL #UXPA2013

29. #1: Shareable (Formats) @ahavaL #UXPA2013

30. @ahavaL #UXPA2013

31. @ahavaL #UXPA2013

32. #2: Findable (SEO) @ahavaL #UXPA2013

33. @ahavaL #UXPA2013

34. How do we create a better UX? All Part of an IA Team • Data architect • Taxonomist • SEO Expert @ahavaL #UXPA2013

35. Load Times Reduced the amount of time Google needed to crawl the site by 50%, which resulted in 1.5 seconds per page view @ahavaL #UXPA2013

36. Saved REI Users 22 Years @ahavaL #UXPA2013

37. Content strategists need to know the front end. And the back end. @ahavaL #UXPA2013

38. #3: Readable (Structure) @ahavaL #UXPA2013

39. @ahavaL #UXPA2013

40. We must unlearn what we have learned. @ahavaL #UXPA2013

41. @ahavaL #UXPA2013

42. @ahavaL #UXPA2013

43. Multi-Channel Publishing @ahavaL #UXPA2013

44. @ahavaL #UXPA2013

45. @ahavaL #UXPA2013

46. Content Modeling @ahavaL #UXPA2013

47. #4: Understandable (Don’t let content break design) @ahavaL #UXPA2013

48. @ahavaL #UXPA2013

49. @ahavaL #UXPA2013

50. @ahavaL #UXPA2013

51. Let us tell you. With character counts and all. @ahavaL #UXPA2013

52. Display content so people can actually read it. @ahavaL #UXPA2013

53. • People like to scan. • But then they find something they want to read. • Then they read it. • Then they share it. • Isn’t that amazing? • It’s kind of like how it’s always been, right? (See cave painting, libraries, newspapers left on train, articles clipped and sent to family members through the MAIL….) • It’s just speed and technology that have changed. @ahavaL #UXPA2013

54. People Read. We Help. @ahavaL #UXPA2013

55. Design Spec/Page Template @ahavaL #UXPA2013

56. @ahavaL #UXPA2013

57. #5: Actionable (Find the right cues) @ahavaL #UXPA2013

58. @ahavaL #UXPA2013

59. @ahavaL #UXPA2013

60. @ahavaL #UXPA2013

61. @ahavaL #UXPA2013

62. @ahavaL #UXPA2013

63. @ahavaL #UXPA2013

64. @ahavaL #UXPA2013

65. @ahavaL #UXPA2013