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Content Strategy
               You’re Soaking in It

Tim Frick | @timfrick          Russ Unger | @russu
    Mightybytes                     GE Capital
Tim                     Russ




Marketing vs. User Experience
Content Strategy & UX
    Where do we begin?
Content Strategy & UX
    Where do we begin?
Content Strategy & UX
    Where do we begin?
“
Don’t I already do Content Strategy?
             - UX Professionals, Everywhere




“
I do Content Strategy every day.
           - Content Marketers, Everywhere
UX   What is
User Experience?
UX
Image Source: adaptivepath.com
                              What is
                         User Experience?
                                 Image Source: zeldman.com   Image Source: Flickr.com ¦ LocalCelebrity   Image Source: .net Magazine
M
?
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Aliquam nulla lectus, posuere
in tempor sed, venenatis ut libero. Integer
                    Whatamet sagittis quis,
neque mi, gravida sit        is
consectetur et ligula. Strategy? dolor sit
          Content Lorem ipsum
amet, consectetur adipiscing elit. Morbi
scelerisque dolor vel odio lacinia accumsan.
Morbi lacinia aliquam dolor, quis tempor est
sollicitudin vel. Morbi pharetra risus nec dolor
porttitor placerat. Donec sodales vestibulum
arcu, sed porttitor tortor consequat id. Nulla
ultrices viverra augue at gravida.Ut neque erat,
condimentum eget accumsan non, rutrum et
sapien. Pellentesque sed leo ut mauris
?
                              “
                              Content strategy guides your
                              plans for the creation,
                              delivery, and governance of
                              content.”
Image Sourc
           e: .net Magaz
                        ine                 - Kristina Halvorson


                              useful, usable
Content Strategy is:
• Creation - Creating, identify the content
• Delivery - Making the contents live
• Governance - Ma...
?
   WTF
    is
Governance
Content Strategy: You're Soaking in it
Content Strategy: You're Soaking in it
Governance is:
• Defining style, tone, voice, clarity
• Creating the content
• Managing the workflow
• Planning when the content types happen

            Say It With Me:
            Spreadsheets!
Content Strategy is not:
      • Copywriting
      • Information Architecture

...but Content Strategists may do those
?
      Do
    We Need
Content Strategy
We Need
Content Strategy
cha
                                                             hood  ie srira vetica
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                                         rook  lyn, b      hey s old out ger bag
                         e chill wave b land before t                   ssen
                                                               nim me ack.
                     offe              port                 de
         origin c er wayfarers                     che raw DIY fanny p
Single- r butch                               usta
                                    torial m rson salvia                     itan
typew   rite            boa  rd sar         nde              tatto oed, se ter
      neste   r. Skate forage wes a Fixie hoodie                           Mas
                                                                 t level. msburg
 sce                    ub               bit.                nex
             gastrop l PBR lo-fi 8- eard of them                          illia
 a rtisan, appare                       n't h              stainable w itch post-
  Amer   ican             bab  ly have nch, squid su ey's shored                  kale
             rk  you pro t ethnic bru              mcs  ween         p yr  mlkshk n't
  pitchfo egan 8-bi                        f them           r pop-u obably have
                v                   ard o               bee
   cl eanse             hav en't he r lomo. Craft klyn you pr
    you p   robably rts sceneste              t PBR
                                                      broo
                     sho               uffau
    iron  ic jean post-ironic tr
                    rfa
     ch ips. Ma m.
                 f the
      heard o
cha
                                                             hood  ie srira vetica
                                                     anksy                  hel
                                         rook  lyn, b      hey s old out ger bag
                         e chill wave b land before t                   ssen
                                                               nim me ack.
                     offe              port                 de
         origin c er wayfarers                     che raw DIY fanny p
Single- r butch                               usta
                                    torial m rson salvia                     itan
typew   rite            boa  rd sar         nde              tatto oed, se ter
      neste   r. Skate forage wes a Fixie hoodie                           Mas
                                                                 t level. msburg
 sce                    ub               bit.                nex
             gastrop l PBR lo-fi 8- eard of them                          illia
 a rtisan, appare                       n't h              stainable w itch post-
  Amer   ican             bab  ly have nch, squid su ey's shored                  kale
             rk  you pro t ethnic bru              mcs  ween         p yr  mlkshk n't
  pitchfo egan 8-bi                        f them           r pop-u obably have
                v                   ard o               bee
   cl eanse             hav en't he r lomo. Craft klyn you pr
    you p   robably rts sceneste              t PBR
                                                      broo
                     sho               uffau
    iron  ic jean post-ironic tr
                    rfa
     ch ips. Ma m.
                 f the
      heard o
cha
                                                             hood  ie srira vetica
                                                     anksy                  hel
                                         rook  lyn, b      hey s old out ger bag
                         e chill wave b land before t                   ssen
                                                               nim me ack.
                     offe              port                 de
         origin c er wayfarers                     che raw DIY fanny p
Single- r butch                               usta
                                    torial m rson salvia                     itan
typew   rite            boa  rd sar         nde              tatto oed, se ter
      neste   r. Skate forage wes a Fixie hoodie                           Mas
                                                                 t level. msburg
 sce                    ub               bit.                nex
             gastrop l PBR lo-fi 8- eard of them                          illia
 a rtisan, appare                       n't h              stainable w itch post-
  Amer   ican             bab  ly have nch, squid su ey's shored                  kale
             rk  you pro t ethnic bru              mcs  ween         p yr  mlkshk n't
  pitchfo egan 8-bi                        f them           r pop-u obably have
                v                   ard o               bee
   cl eanse             hav en't he r lomo. Craft klyn you pr
    you p   robably rts sceneste              t PBR
                                                      broo
                     sho               uffau
    iron  ic jean post-ironic tr
                    rfa
     ch ips. Ma m.
                 f the
      heard o
UX
Keywords        Analytics
A Typical Content Strategy Scenario




Marketing                    Marketing

            UX & Web Teams
Who?
When?
What?
(Mostly Rhymes with “ShmeadSheets”)
Message Architecture



         Sort & Filter!




                          Image Source: Content Strategy at Work by Margot Bloomstein
Quantitative Audit
Qualitative Audit




           Image Source: Laura Creekmore / A Project Guide to UX Design 2nd Ed.
Content Matrix
Content Templates




      Image Source: http://www.contentmarketinginstitute.com/2011/07/template-for-killer-website-content/
Content Templates




      Image Source: http://www.contentmarketinginstitute.com/2011/07/template-for-killer-website-content/
Editorial Calendar
Site Maps & Wireframes




WTF?
“
     Site Maps & Wireframes
          While today content is often
                    conveyed in multiple channels,




WTF?
                    seeing the framework
                    concretely through a
                    wireframe or sitemap
Laura Creekm
Creek Conten
             t
              ore
                    enhances the clarity of the
                    communication while you still
                    have time to fix the problems
                    you see in the design.
“
Don’t I already do Content Strategy?
             - UX Professionals, Everywhere




“
I do Content Strategy every day.
           - Content Marketers, Everywhere
The Sad Truth




Marketing                   Marketing

            UX / Web Team
Content Marketing Lifecycle
Content Strategy in Process
Content Strategy in Process
Content Strategy: You're Soaking in it
Wouldn’t It Be Nice...




  UX & Content Strategy
Defining CS Success
Content Strategy: You're Soaking in it
Content Strategy: You're Soaking in it
Climate Ride Strategy
       Maintain content
       quality and accuracy


        Keep target users engaged
        where they are




  $     Increase donations
Extreme Content Strategy
User Research
Keyword Research
User Personas
        Mightyby
                 tes
        ClimateRid
                   e | Person
                              as

               USER TYP
                          E
                                    USER
    Prospectiv
                e Rider                                       QUOTE
                                                                                              DESCRIP         TION
                                                   “I ride my
                                                                bike to wor                                                          MOTIVAT
                                                  want to rid                 k and      PR is a 32                                                 ION
                                                                e it for a ca                          year old w                                                        KEY ATTR
                                                  care abou                   use I      educated                  ell                                                                 IBUTES
                                                               t. Finally,                           , sharp an              Looking to
                                                 a charity ev              I can do                              d savvy                   give back
                                                                 ent for an              profession                          way and m                  in big
                                                 organizatio                                          al male w                           eet like m                Wants to
                                                                n I am trul             loves trav               ho                                   inded                     participat
                                                                            y                       el and seek             individual                             something              e in
                                                passionate                              adventure.                s                     s and bene                               that has a
                                                                about.”                               He is intere          good caus                 fit a                                  hip
 Returning                                                                                                         sted                  e.                        young vibe
             Rider                                                                     in the envi                                                                               but also
                                                                                                    ronment an                                                     benefits a
                                                                                      very activ                  d                                                            good caus
                                                                                                   e.                                                             Wants to                 e.
                                               “I particip                                                                                                                    do somet
                                                            ated in th                                                                                            has impact             hing that
                                              Climate R                 e                                                                                                      .
                                                           ide and it                Business
                                              amazing ad                was an                   owner who
                                                              venture fil            the great                  loves N
                                             with inspira                 led                   outdoors.                   urturing pa
                                                             tion and                                                                    st relations
                                                                                                                          made in la                   hips Rel
                                             connectio                                                                                st year’s C                   iving the em
                                                          n.”                                                             Ride; dedi               limate                          otional an
Donor                                                                                                                                cation to                  inspirationa                  d
                                                                                                                         the enviro              helping                      l moments
                                                                                                                                     nment.                     past years                 of
                                                                                                                                                                             and helpin
                                                                                                                                                               motivate ne               g to
                                            “My co-w                                                                                                                         w particip
                                                         orkers are                                                                                                                      ants.
                                           riding in 20               all
                                                          10 and I’d              Married w
                                           show my                     like to a              ith kids bu
                                                        support.”                   responsibi              t feels To
                                                                                                 lity to give              support th
                                                                                 back.                                                 e cause an
                                                                                                                       riders’ jour                  d       Give first
                                                                                                                                    neys.                                time users
                                                                                                                                                             and easy                 a fast
                                                                                                                                                                         way to do
                                                                                                                                                             while crea              nate
                                                                                                                                                                         ting a bran
                                                                                                                                                            awarenes                  d
                                                                                                                                                                        s and mot
                                                                                                                                                            to return.              ivation
Wireframes
Content Management Tools
Social Content Strategy
Content Strategy: You're Soaking in it
Content Strategy: You're Soaking in it
#climateride
Content Strategy: You're Soaking in it
#
Content Strategy: You're Soaking in it
Content Strategy: You're Soaking in it
• Lists for each day.
• Custom locations.
• 84 tips (find bathrooms,
  water stops, etc.)
• Lost riders can search
  to get directions.
ACH        REPORT
                                           /OUTRE
                                 DC 2012                                                 al
                    RIDE NY
                            C-
                                                                       e      other soci
            CLIMATE                                         than all th
                                        Climate   Ride site
                             fic to the
                 more traf
        ok sends
• Facebo combined.
  networks




                                                                                                                   nt.
                                                                                          rs are a   bit differe
                                                                                 so numbe
                                                                       ts above,
                                                  r   than   the bulle
                                       rated late
                          e was gene
              This imag
        NOTE:

                                                                10
CH   REPORT
                                                     2/OUTREA
                                ID   E   N YC-DC 201
                      CLIMATE R


                                                      :
                                           past month
                            s from the
           some site metric
Here are




                                                                                                 hould be
                                                                                  e . Our goal s
                                                                   uring the rid           e as well.
                                          cre ase sig nificantly d       nd  after the rid
                             ee, visits in                   ns before a
      NOTE: A    s you can s                sit e interactio
                               ement and
                   user engag
      to increase
                                                                                                e, Sprout
                                                                               ch as Hootsuit
                                                                  via tools su
       SOCIAL      METRICS                        and mentions
                                    ed metrics                h, and so o
                                                                          n.
                possib le, we track          t s, TweetReac
       Where                     TweetChar
            al, Go ogle Alerts,
Content Strategy: You're Soaking in it
R-E-S-U-L-T-S
Content Strategy Results
• Over $1M raised to date for beneficiaries
• 70+% conversion rate on donations
• Increased sign-up for upcoming rides
• Rider numbers have doubled in past year
Content Strategy Results
• Significant expansion of online reach
• 50% increase in amount raised per
 ride over the last year
• Riders raise average of $85 more than last year
Content Strategy Results
• Riders reach almost 2000 more donors per ride
 (up 43% from last year)
• Ridership up 46% from last year
• 18 riders already registered for 2013!
• Earliest ride registration on record
When You Apply Content
 Strategy Throughout a
Project, You Get Results.
And Yes, You’ve Probably Been Doing It.

            Or Avoiding It.

            So, Soak In It.
When You Apply Content
 Strategy Throughout a
Project, You Get Results.
And Yes, You’ve Probably Been Doing It.

            Or Avoiding It.
                   Nishan  t’s Dog
           TSo, is
            his Soak In It.
Additional Resources
• Content Strategy for the Web by Kristina Halvorson & Melissa Rach
• The Elements of Content Strategy by Erin Kissane (A Book Apart,
 2011)
• Content Strategy at Work: Real-world Stories to Strengthen
 Every Interactive Project by Margot Bloomstein (Morgan Kaufmann,
 2012)
• Return on Engagement: Content, Strategy and Design
 Techniques for Digital Marketing by Tim Frick (Focal Press, 2010)
• Clout: The Art and Science of Influential Web Content by Colleen
 Jones (New Riders, 2010)
• Letting Go of the Words by Janice (Ginny) Redish (Morgan
 Kaufmann, 2012)
Thank You!
Tim Frick | @timfrick   Russ Unger | @russu
    Mightybytes              GE Capital
tim@mightybytes.com      russ@userglue.com

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Content Strategy: You're Soaking in it

  • 1. Content Strategy You’re Soaking in It Tim Frick | @timfrick Russ Unger | @russu Mightybytes GE Capital
  • 2. Tim Russ Marketing vs. User Experience
  • 3. Content Strategy & UX Where do we begin?
  • 4. Content Strategy & UX Where do we begin?
  • 5. Content Strategy & UX Where do we begin?
  • 6. “ Don’t I already do Content Strategy? - UX Professionals, Everywhere “ I do Content Strategy every day. - Content Marketers, Everywhere
  • 7. UX What is User Experience?
  • 8. UX Image Source: adaptivepath.com What is User Experience? Image Source: zeldman.com Image Source: Flickr.com ¦ LocalCelebrity Image Source: .net Magazine
  • 9. M
  • 10. ?
  • 11. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam nulla lectus, posuere in tempor sed, venenatis ut libero. Integer Whatamet sagittis quis, neque mi, gravida sit is consectetur et ligula. Strategy? dolor sit Content Lorem ipsum amet, consectetur adipiscing elit. Morbi scelerisque dolor vel odio lacinia accumsan. Morbi lacinia aliquam dolor, quis tempor est sollicitudin vel. Morbi pharetra risus nec dolor porttitor placerat. Donec sodales vestibulum arcu, sed porttitor tortor consequat id. Nulla ultrices viverra augue at gravida.Ut neque erat, condimentum eget accumsan non, rutrum et sapien. Pellentesque sed leo ut mauris
  • 12. ? “ Content strategy guides your plans for the creation, delivery, and governance of content.” Image Sourc e: .net Magaz ine - Kristina Halvorson useful, usable
  • 13. Content Strategy is: • Creation - Creating, identify the content • Delivery - Making the contents live • Governance - Ma...
  • 14. ? WTF is Governance
  • 17. Governance is: • Defining style, tone, voice, clarity • Creating the content • Managing the workflow • Planning when the content types happen Say It With Me: Spreadsheets!
  • 18. Content Strategy is not: • Copywriting • Information Architecture ...but Content Strategists may do those
  • 19. ? Do We Need Content Strategy
  • 21. cha hood ie srira vetica anksy hel rook lyn, b hey s old out ger bag e chill wave b land before t ssen nim me ack. offe port de origin c er wayfarers che raw DIY fanny p Single- r butch usta torial m rson salvia itan typew rite boa rd sar nde tatto oed, se ter neste r. Skate forage wes a Fixie hoodie Mas t level. msburg sce ub bit. nex gastrop l PBR lo-fi 8- eard of them illia a rtisan, appare n't h stainable w itch post- Amer ican bab ly have nch, squid su ey's shored kale rk you pro t ethnic bru mcs ween p yr mlkshk n't pitchfo egan 8-bi f them r pop-u obably have v ard o bee cl eanse hav en't he r lomo. Craft klyn you pr you p robably rts sceneste t PBR broo sho uffau iron ic jean post-ironic tr rfa ch ips. Ma m. f the heard o
  • 22. cha hood ie srira vetica anksy hel rook lyn, b hey s old out ger bag e chill wave b land before t ssen nim me ack. offe port de origin c er wayfarers che raw DIY fanny p Single- r butch usta torial m rson salvia itan typew rite boa rd sar nde tatto oed, se ter neste r. Skate forage wes a Fixie hoodie Mas t level. msburg sce ub bit. nex gastrop l PBR lo-fi 8- eard of them illia a rtisan, appare n't h stainable w itch post- Amer ican bab ly have nch, squid su ey's shored kale rk you pro t ethnic bru mcs ween p yr mlkshk n't pitchfo egan 8-bi f them r pop-u obably have v ard o bee cl eanse hav en't he r lomo. Craft klyn you pr you p robably rts sceneste t PBR broo sho uffau iron ic jean post-ironic tr rfa ch ips. Ma m. f the heard o
  • 23. cha hood ie srira vetica anksy hel rook lyn, b hey s old out ger bag e chill wave b land before t ssen nim me ack. offe port de origin c er wayfarers che raw DIY fanny p Single- r butch usta torial m rson salvia itan typew rite boa rd sar nde tatto oed, se ter neste r. Skate forage wes a Fixie hoodie Mas t level. msburg sce ub bit. nex gastrop l PBR lo-fi 8- eard of them illia a rtisan, appare n't h stainable w itch post- Amer ican bab ly have nch, squid su ey's shored kale rk you pro t ethnic bru mcs ween p yr mlkshk n't pitchfo egan 8-bi f them r pop-u obably have v ard o bee cl eanse hav en't he r lomo. Craft klyn you pr you p robably rts sceneste t PBR broo sho uffau iron ic jean post-ironic tr rfa ch ips. Ma m. f the heard o
  • 24. UX Keywords Analytics
  • 25. A Typical Content Strategy Scenario Marketing Marketing UX & Web Teams
  • 26. Who?
  • 27. When?
  • 28. What? (Mostly Rhymes with “ShmeadSheets”)
  • 29. Message Architecture Sort & Filter! Image Source: Content Strategy at Work by Margot Bloomstein
  • 31. Qualitative Audit Image Source: Laura Creekmore / A Project Guide to UX Design 2nd Ed.
  • 33. Content Templates Image Source: http://www.contentmarketinginstitute.com/2011/07/template-for-killer-website-content/
  • 34. Content Templates Image Source: http://www.contentmarketinginstitute.com/2011/07/template-for-killer-website-content/
  • 36. Site Maps & Wireframes WTF?
  • 37. Site Maps & Wireframes While today content is often conveyed in multiple channels, WTF? seeing the framework concretely through a wireframe or sitemap Laura Creekm Creek Conten t ore enhances the clarity of the communication while you still have time to fix the problems you see in the design.
  • 38. “ Don’t I already do Content Strategy? - UX Professionals, Everywhere “ I do Content Strategy every day. - Content Marketers, Everywhere
  • 39. The Sad Truth Marketing Marketing UX / Web Team
  • 44. Wouldn’t It Be Nice... UX & Content Strategy
  • 48. Climate Ride Strategy Maintain content quality and accuracy Keep target users engaged where they are $ Increase donations
  • 52. User Personas Mightyby tes ClimateRid e | Person as USER TYP E USER Prospectiv e Rider QUOTE DESCRIP TION “I ride my bike to wor MOTIVAT want to rid k and PR is a 32 ION e it for a ca year old w KEY ATTR care abou use I educated ell IBUTES t. Finally, , sharp an Looking to a charity ev I can do d savvy give back ent for an profession way and m in big organizatio al male w eet like m Wants to n I am trul loves trav ho inded participat y el and seek individual something e in passionate adventure. s s and bene that has a about.” He is intere good caus fit a hip Returning sted e. young vibe Rider in the envi but also ronment an benefits a very activ d good caus e. Wants to e. “I particip do somet ated in th has impact hing that Climate R e . ide and it Business amazing ad was an owner who venture fil the great loves N with inspira led outdoors. urturing pa tion and st relations made in la hips Rel connectio st year’s C iving the em n.” Ride; dedi limate otional an Donor cation to inspirationa d the enviro helping l moments nment. past years of and helpin motivate ne g to “My co-w w particip orkers are ants. riding in 20 all 10 and I’d Married w show my like to a ith kids bu support.” responsibi t feels To lity to give support th back. e cause an riders’ jour d Give first neys. time users and easy a fast way to do while crea nate ting a bran awarenes d s and mot to return. ivation
  • 60. #
  • 63. • Lists for each day. • Custom locations. • 84 tips (find bathrooms, water stops, etc.) • Lost riders can search to get directions.
  • 64. ACH REPORT /OUTRE DC 2012 al RIDE NY C- e other soci CLIMATE than all th Climate Ride site fic to the more traf ok sends • Facebo combined. networks nt. rs are a bit differe so numbe ts above, r than the bulle rated late e was gene This imag NOTE: 10
  • 65. CH REPORT 2/OUTREA ID E N YC-DC 201 CLIMATE R : past month s from the some site metric Here are hould be e . Our goal s uring the rid e as well. cre ase sig nificantly d nd after the rid ee, visits in ns before a NOTE: A s you can s sit e interactio ement and user engag to increase e, Sprout ch as Hootsuit via tools su SOCIAL METRICS and mentions ed metrics h, and so o n. possib le, we track t s, TweetReac Where TweetChar al, Go ogle Alerts,
  • 68. Content Strategy Results • Over $1M raised to date for beneficiaries • 70+% conversion rate on donations • Increased sign-up for upcoming rides • Rider numbers have doubled in past year
  • 69. Content Strategy Results • Significant expansion of online reach • 50% increase in amount raised per ride over the last year • Riders raise average of $85 more than last year
  • 70. Content Strategy Results • Riders reach almost 2000 more donors per ride (up 43% from last year) • Ridership up 46% from last year • 18 riders already registered for 2013! • Earliest ride registration on record
  • 71. When You Apply Content Strategy Throughout a Project, You Get Results. And Yes, You’ve Probably Been Doing It. Or Avoiding It. So, Soak In It.
  • 72. When You Apply Content Strategy Throughout a Project, You Get Results. And Yes, You’ve Probably Been Doing It. Or Avoiding It. Nishan t’s Dog TSo, is his Soak In It.
  • 73. Additional Resources • Content Strategy for the Web by Kristina Halvorson & Melissa Rach • The Elements of Content Strategy by Erin Kissane (A Book Apart, 2011) • Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project by Margot Bloomstein (Morgan Kaufmann, 2012) • Return on Engagement: Content, Strategy and Design Techniques for Digital Marketing by Tim Frick (Focal Press, 2010) • Clout: The Art and Science of Influential Web Content by Colleen Jones (New Riders, 2010) • Letting Go of the Words by Janice (Ginny) Redish (Morgan Kaufmann, 2012)
  • 74. Thank You! Tim Frick | @timfrick Russ Unger | @russu Mightybytes GE Capital tim@mightybytes.com russ@userglue.com