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Content Designed for Your Audience - Big Design 2013
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Your AudienceLaura Creekmore@lauracreekmore
http://slideshare.net/lauracreekmore
Designed forContent
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NO MORE JUST KNOWING
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http://www.flickr.com/photos/ell-r-brown/
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http://www.flickr.com/photos/sa_steve/
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http://www.flickr.com/photos/markgregory/
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http://www.flickr.com/photos/toolstop/
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http://www.flickr.com/photos/dougtone/
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http://www.flickr.com/photos/dougtone/
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CheapQuick
Good
Thursday, October 17, 13
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CheapQuick
Good NOTREAL
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0Thursday, October 17, 13
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http://www.flickr.com/photos/scottfeldstein/
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http://www.flickr.com/photos/pamelav/
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Photo by http://www.flickr.com/photos/aussiegall/
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Photo by http://www.flickr.com/photos/epsos/
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Photo by http://www.flickr.com/photos/mdpettitt/
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I need directions
to the restaurant.
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I want to know if people
like me liked this product.
I need directions
to the restaurant.
Thursday, October 17, 13
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I want to know if people
like me liked this product.
I want to find out what
my shipping options are.
I need directions
to the restaurant.
Thursday, October 17, 13
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http://www.flickr.com/photos/deizans/With thanks to Daniel EizansThursday, October 17, 13
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http://www.flickr.com/photos/rosenfeldmedia/Thursday, October 17, 13
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http://www.flickr.com/photos/crystiancruz/Thursday, October 17, 13
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http://www.flickr.com/photos/krcla/
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http://www.flickr.com/photos/shine3/
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Surveys
Usability Testing
Web Analytics
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http://www.flickr.com/photos/bayasaa/
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With thanks to Daniel EizansThursday, October 17, 13
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Audience Needs + Business GoalsCONTENT
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ChannelsMessagesEdit CalendarContent TemplatesCMS Decisions
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SEOAccessibilityReadabilitySuitability
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How Will I Know?
http://www.flickr.com/photos/tm_10001/
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Reading Level Testshttp://www.readability-score.com/
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I am going to the store today.
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I am going to the store today.
Store the going today I am to.
Thursday, October 17, 13
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When you feel chest pains, you need urgent medical attention. Please don't
wait to see if you feel better, or postpone going to the physician because
you don't want to be a bother. Your physician would much rather check you out and send you home with a diagnosis of heartburn than have you sit at home
and die of a heart attack.
Thursday, October 17, 13
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What to do if you feel chest pains:Get urgent medical attention.
Don't wait to see if you feel better, or put off going to the doctor. Your health is important to your doctor. Your doctor is the best person to
see what is wrong. Your life could be at stake!
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What to do if you feel chest pains:Get urgent medical attention. Don't wait to see if you feel better, or put off going to the hospital. Your health is important to your physician. Your physician is the best
person to see what is wrong. Your life could be at stake!
Thursday, October 17, 13
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http://contentsmagazine.com/articles/the-audience-you-didn%E2%80%99t-know-you-had/
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http://plainlanguage.gov
http://centerforplainlanguage.org
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A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
Thursday, October 17, 13
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A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
canyon
Thursday, October 17, 13
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A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
canyonthe
Thursday, October 17, 13
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A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
canyonthe National
Thursday, October 17, 13
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A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
canyonthe National
Lake
Thursday, October 17, 13
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A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
canyonthe National
Lake trout
Thursday, October 17, 13
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A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
canyonthe National
Lake troutcountry
Thursday, October 17, 13
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A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
canyonthe National
Lake troutcountry is
Thursday, October 17, 13
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A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
canyonthe National
Lake troutcountry is
Flaming
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A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
canyonthe National
Lake troutcountry is
Flaming which
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A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
canyonthe National
Lake troutcountry is
Flaming whichtake
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A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
canyonthe National
Lake troutcountry is
Flaming whichtake trophy
Thursday, October 17, 13
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A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
canyonthe National
Lake troutcountry is
Flaming whichtake trophy
space
Thursday, October 17, 13
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A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
canyonthe National
Lake troutcountry is
Flaming whichtake trophy
space skiing
Thursday, October 17, 13
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A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
canyonthe National
Lake troutcountry is
Flaming whichtake trophy
space skiingwater
Thursday, October 17, 13
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A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
canyonthe National
Lake troutcountry is
Flaming whichtake trophy
space skiingwater want
Thursday, October 17, 13
![Page 64: Content Designed for Your Audience - Big Design 2013](https://reader035.fdocuments.net/reader035/viewer/2022062703/5555d572d8b42a711f8b4c31/html5/thumbnails/64.jpg)
A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
canyonthe National
Lake troutcountry is
Flaming whichtake trophy
space skiingwater want
grid
Thursday, October 17, 13
![Page 65: Content Designed for Your Audience - Big Design 2013](https://reader035.fdocuments.net/reader035/viewer/2022062703/5555d572d8b42a711f8b4c31/html5/thumbnails/65.jpg)
A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
canyonthe National
Lake troutcountry is
Flaming whichtake trophy
space skiingwater want
grid Flaming
Thursday, October 17, 13
![Page 66: Content Designed for Your Audience - Big Design 2013](https://reader035.fdocuments.net/reader035/viewer/2022062703/5555d572d8b42a711f8b4c31/html5/thumbnails/66.jpg)
A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen
Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.
canyonthe National
Lake troutcountry is
Flaming whichtake trophy
space skiingwater want
grid Flamingthe
Thursday, October 17, 13
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USABILITY AND A/B TESTING
Thursday, October 17, 13
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http://alistapart.com/article/testing-content
Thursday, October 17, 13
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http://www.flickr.com/photos/ben_grey/
Thursday, October 17, 13
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Everyone talks to customers
Thursday, October 17, 13
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Personas are part of the team
Thursday, October 17, 13
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Thursday, October 17, 13
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Selling it
Thursday, October 17, 13
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http://www.flickr.com/photos/8906966@N02/
Thursday, October 17, 13
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http://www.flickr.com/photos/ell-r-brown/
Thursday, October 17, 13
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@lauracreekmorehttp://slideshare.net/lauracreekmore
Thursday, October 17, 13