Content Last: A Strategy for Success or Failure?
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Transcript of Content Last: A Strategy for Success or Failure?
Content Last: A Strategy for Success or Failure?
Brian McKeiver
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We’ve all heard
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The Fundamental Issue
Most organizations think the site can be built first, and then when ready, content can be slammed
in at the end.
It just can’t be that hard right?
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Expectations…
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…Magic happens…
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Award Winning
Virgin America: Best User
Experience
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RWE #1 Grids• Design looks
great right?
• Nice stacked columns
• Uniform / Symmetrical
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Real Content Happens• Too much / too
little text
• Missing icons
• Incorrect height
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RWE #2 - Articles• Reading Time
• Audio Summary
• Multiple Tags
• Nice long headline
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There’s a Bug!• Why wasn’t the design
followed?
• Way too much white space
• Too many tags
• Where is the Audio summary?
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What About Social?
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Fail
Open Graph doesn’t like a 302 redirect
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The Solution
• When matters
• How matters
• And of course Quality matters
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Have a Plan up Front
• Before the Design phase starts, your content work starts.
• Use real content always in all phases of your projects
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Schedule Content Creation
It helps to have real content from many perspectives:• Developers• Designers• PM, QA, Stakeholders
We tell our clients we need 3 real pieces of content
before a sprint starts
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EcommerceScenario
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0 2
Project Planning
Sprint 2 - Product Category Landing
3 Sample Categories3 Sample Products All Categories
All Products
Sample ScheduleSprint 1 - Product Detail
1
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Content Definition
“Does my project really need this?”
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Content Inventory
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Structured Data for Social
• Not an after thought
• Use Smart Defaults
• Make it smart not stupid
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Use a Content Inventory
Set due dates on content, otherwise it will not happen
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Who winsContent First• Scheduled• Helps entire project
team stay on the same page
• Avoids project delays• Thoughtful content
hierarchy / relationship
Content Last• Causes development re-work• Last minute• Work effort always under
estimated• Causes delays• Adds un-needed stress• Meta tags normally missed• Social is an after thought
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One last thing to think about
Content is part of the experience we deliver - It’s not separate. So why wait till the end?
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Questions?
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Brian McKeiverCo-Owner, BizStreamPhone: (616) 481-1631
Email: [email protected]
@mcbeev
www.linkedin.com/in/brianmckeiver
www.mcbeev.com