Content strategy that doesn’t kill people By Eivind Skogen
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Transcript of Content strategy that doesn’t kill people By Eivind Skogen
Content strategy that doesn´t kill people
Eivind Skogen @eivindskogen 05.08.2014
Apply for kindergarten
What is a kindergarten? !
Kindergarten is an educational activity designed for children under school age.
!
Kindergartens are approved according to guidelines in the law relating to
kindergartens, Act of 1 January 2006
113 - Ambulance
22 93 22 93 ER
... the dark side of the web
Why do we fail?
Photo: Erik Johansson (erikjohanssonphoto.com)
Forgetting about our
users
We don´t ask why we have
a website
Decentralized publishing
No control!
The business don´t see the true benefits of the web channel
Hey! What´s happening on Yara.com today?
!Why?
All this matters because
Good content = Good business
What is good content?
Short sentences and paragraphs? !
Clear illustrations and charts?
Understandable menus and links?
Logical organization of content?
Familiar words that match what people search for?
Grammatically correct content?
!
!Yes, but..
Goals?
Target audience?
User tasks?
What is important to the users?
Business goals
User tasks
If the content doesn't support a business goal AND a user task, it is
USELESS!
Well written
Not well written
Irrelevant Relevant
Valuable
UselessVery useless
Useless
Continuously improve your content
• Maintain content on a regular basis
• Delete pages that don’t meet business goals
• Improve content that is important but with low quality
• Test and get feedback continuously
• Use statistics and employee feedback to improve
Designing paths - not structure
FrontpageInformation
architecture the old way
Googled «Chocolate cake»
Clicked a link on Facebook
Think different! Start with the core.
Forsiden
Start with user needs and
business goals to design the paths
Forsiden
Tailor the navigation and content to the
context of the user
Photo: Erik Johansson (erikjohanssonphoto.com)
✓Redesigned the frontpage for the most important user tasks ✓Deleted almost every piece of content that wasn’t
relevant product information ✓Loan applications online increased by 236 % ✓The traffic to important product and service
information increased by 520 %
The city of Oslo
Population: 634 000 !
Established: 1048 !
Area: 175 sq mi
- 70.000+ pages !
- 1050 web editors !
- 25.000 daily visitors !
!
40%
!
!@ !
$19
!
!
!
!
!
!
!
!
! $7
!
$40.820
!
$1.224.600
!
$14.695.200
How do we fix this?
We ask the users!
1. Apply for a job 2. When does my child have school vacation. 3. Apply for kindergarten 4. When is the svømmehall åpen 5. Maps of public ski slopes 6. When is my local library open 7. Apply to build something 8. Where can i recycle 9. Contact someone in the city offices 10. Maps over regulated areas
!
!
So we brought them
together!
1 on 1 time with the users
Mobile first!
Photo: Erik Johansson (erikjohanssonphoto.com)
