Back to Basics: Getting the Content Essentials Right
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Getting the Content Essentials Right
Kerry-Anne GiloweyIndependent Content Strategy Consultant
Back to Basics
@kerry_anne
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Why has content strategy suddenly
become so important in the
last few years?
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Mostly because of this
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Image credit: www.flickr.com/photos/seantubridy/
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Organisations are feeling the pain.
Image credit: www.flickr.com/photos/seantubridy/
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Organisations are feeling the pain.
“Why hasn’t SEO fixed our problems?”
Image credit: www.flickr.com/photos/seantubridy/
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Organisations are feeling the pain.
“Why hasn’t SEO fixed our problems?”
“Why haven’t our users generated all our content for us?”
Image credit: www.flickr.com/photos/seantubridy/
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“We need a blog!”
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“We need a blog!” “We need a
Facebook page!”
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“We need a blog!” “We need a
Facebook page!”
“We need to write articles!”
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“We need a blog!” “We need a
Facebook page!”
“We need an iPad app!”
“We need to write articles!”
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But what are we
neglecting?
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1. Audience needs
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Hi! I’m Elizabeth.I use your product.
Uh... hi! Can anyone hear me?
IS THIS THING ON?
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?What information
do they need?
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What’s their context?
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How do you fit into their world?
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Crouching customer,
hidden needs.
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2. Findability
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Site search is broken
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I searched formacbook air ethernet adaptor.
On page 1:
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I searched formacbook air ethernet adaptor.
On page 5:
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Navigation is broken
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Navigation is broken
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3. Voice and tone
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Discover your voice
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What type of language does your audience relate to?
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What type of language does your audience relate to?
I like a really comfy, schnuggly-wuggly
blankie.
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I have a preference for deep pile
microfleece bedding material.
What type of language does your audience relate to?
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4. Basic user experience
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Confirmation screens
Oh please don’t make me choose!
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Error messages
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Cross-channel consistency
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File names
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URL structure
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Digital document design
Did they charge me twice?I (actually really) can’t tell.
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So what should we befocusing on first?
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GETTING CLEAR ABOUT YOUR CORE CONTENT STRATEGY
Focus area #1
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Sara Wachter-BoettcherContent Strategy Consultant
Editor in Chief at A List Apart
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How does this
feed into our
overall business
and content
strategy?
Image credit: www.flickr.com/photos/tambako
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Messaging
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THE WAY YOU THINK ABOUT AND POSITION CONTENT
Focus area #2
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Content used to belong exclusively to the Marketing
department.
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(Copywriting, like movies, used to be even worse.)
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CONTENT
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Marketing copy Forms Interface copy
Intranet content
Terms of
serviceCall centre
scripts
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But let’s move out a few paces.
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This is not your grandfather’s website.
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Point of saleOutdoor club
Legal contract
Customer care platform
Financial management
portal
Advice column
Travel agency
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Image credit: www.flickr.com/photos/padday/
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It’s no longer about the structure of your organisation.
It’s about your customer’s cross-channel journey.
Image credit: www.flickr.com/photos/padday/
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The end product isn’t great content; it’s a great THING.
Erika HallCo-founder of Mule Design
Author of “Just Enough Research”
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USER RESEARCH
Focus area #3
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I want a faster horse,
please.
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What words do they prefer?
blanket vs blankie
warm vs snug
mail vs post
shipping vs delivery
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Make use of...
One-on-one interviewsSite search logsCall centre logsWeb analyticsContent testing
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THE EFFICIENCY OF YOUR CONTENT WORKFLOWS
Focus area #4
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The content creation process
Someone&has&a&fabulous&crea0ve&idea,&right&on&cue&
Magic&dust&is&sprinkled&
Words&pop&out&and&form&themselves&into&orderly&sentences&
The&unicorns&dance&in&a&circle&
CONTENT!!!&
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Paging Trevor...
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Why I didn’t study in 2011
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?
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Workflow questions
What are your processes and tools?What’s working, and what’s not?What does your team look like?What other teams and departments do you work with?Where are the bottlenecks?What are your challenges?
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Authorship
Where should the authors sit?------
A central team?Within departments?Who oversees them?
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Collaboration
How can changes best be communicated across
departments?------
How should information be shared?
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MANAGING AND STRUCTURING YOUR CONTENT ASSETS
Focus area #5
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Content management is the systematic planning, development, organisation, distribution, evaluation, and preservation of all information within an organisation.
Erik M. Hartman@erikmhartman
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“Nimble content can travel freely, retain context and meaning, and create new products.”
– Rachel Lovinger
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A new model
COPE=
Create Once, Publish Everywhere
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Structured content
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Content models
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From guardiantruncationteam.tumblr.com
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PROPER CONTENT GOVERNANCE
Focus area #6
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Rick Allen@epublishmedia
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What’s it about?
Who?
Contentgovernance
What?
How?When?
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Who... ...has authoring and editing rights? ...owns this piece of content? ...has to review this document? ...has final sign-off? ...is responsible? ...needs to be notified of changes? ...else needs to be involved? ...measures effectiveness?
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What... ...content lives on the home page? ...types of content do we NOT publish? ...languages do we create content in? ...metadata needs to be captured? ...are our highest priorities? ...resources should authors consult? ...changes can be made without going through the full review cycle?
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When...
...should content be updated? ...should content be archived? ...should content be reviewed? ...should new content be created?
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How...
...do content items get named? ...do we store our content? ...do we speak to various audiences? ...do we talk about ourselves and our industry? ...should content additions or changes be requested?
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Politics
Who has the final say when a disagreement or conflict of
interests arises?
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Everyone ready for a recap?
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Don’t neglect...
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Don’t neglect...Your core content strategy
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Don’t neglect...Your core content strategyThe needs of your audience
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Don’t neglect...Your core content strategyThe needs of your audienceVoice and tone
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Don’t neglect...Your core content strategyThe needs of your audienceVoice and toneProper content structure, both visible and invisible
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Don’t neglect...Your core content strategyThe needs of your audienceVoice and toneProper content structure, both visible and invisibleAll the small things that make for a good user experience
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Don’t neglect...Your core content strategyThe needs of your audienceVoice and toneProper content structure, both visible and invisibleAll the small things that make for a good user experienceWorkflow and process
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Don’t neglect...Your core content strategyThe needs of your audienceVoice and toneProper content structure, both visible and invisibleAll the small things that make for a good user experienceWorkflow and processGovernance
![Page 97: Back to Basics: Getting the Content Essentials Right](https://reader030.fdocuments.net/reader030/viewer/2022012918/559b218e1a28abcf738b479b/html5/thumbnails/97.jpg)
Thanks for listening!
Kerry-Anne GiloweyIndependent Content Strategy Consultant
[email protected]://augustsun.co.za
http://about.me/kerryanne
@kerry_anne