Content Strategy ===== Disampaikan pada materi kelas UX/UI batch 1 event Talent Bandung 2017 Sabtu, 4 November 2017 ===== by Daeng Muhammad Feisal (@daengdoang) UXiD chapter Bandung

1. Content
Strategy
UXCLASS
@daengdoangDaeng Muhammad Feisal

3. Review
Pertemuan Tanggal Pertemuan
Materi
Sesi I Sesi II
1 30 September 2017 Pengenalan UI/UX design dan tools pengerjaan
2 7 October 2017 UX Research Low Fidelity Prototyping
3 14 October 2017 Information Architecture Persona
4 21 October 2017 Interaction Design User Journey
5 28 October 2017 Presentasi progress mini-project
6 4 November 2017 Content Strategy
7 11 November 2017
8 18 November 2017 Presentasi tugas mini project

4. Content
Strategy
UXCLASS
@daengdoangDaeng Muhammad Feisal

5. • Creating an effective content for a website
• Basic Information Architecture and Card Sorting
• Designing User Flows
• Creating Sitemaps and User Flows
• Content Strategy for Mobile
ContentStrategy

6. Card sorting is a user-centered
design method for increasing a
system’s findability. The process
involves sorting a series of cards,
each labeled with a piece of content
or functionality, into groups that
make sense to users or participants.
CARD SORTING

7. Open Card Sorting
Close Card Sorting
CARDSORTINGMethods

9. Pick a Team
Saling kenalan dulu ;D

10. 1. Cari dan Pilih
1 Web “terjelek” yang pernah kalian kunjungi

11. 2. Cari dan Pilih
1 Aplikasi mobile “terjelek” yang pernah kalian install

13. Content
Strategy?

15. Content Strategy?
Content strategy plans for the creation,
curation, and maintenance of text, images,
audio, and video. It also defines the tone and
character of a business, in order to engage
specific user groups and achieve business
objectives.
www.uxbooth.com/categories/content-strategy/

16. BASICPRINCIPLES
• GOOD CONTENT IS APPROPRIATE
• Right for the User
• Right for the Business
• GOOD CONTENT IS USEFUL
• GOOD CONTENT IS USER-CENTERED
• GOOD CONTENT IS CLEAR
• GOOD CONTENT IS CONSISTENT
• GOOD CONTENT IS CONCISE
• GOOD CONTENT IS SUPPORTIVE

21. Core strategy:
This defines where you
will focus your efforts
to improve content
substance, structure,
workflow, and/or
governance.
It must provide clear
boundaries for what
you will do … and what
you won’t.
© Brain Traffic 2015

22. Substance:
Story, topic, brand elements,
voice and tone
Structure:
Organization, categorization,
component elements
CONTENT

23. Substance…
…fulfills business objectives
by meeting audience needs.
Structure…
…makes content findable and
usable for users, and
manageable for technology.
CONTENT

24. PEOPLE
Workflow:
Roles, processes, tools
Governance:
Policies, standards,
guidelines

25. Workflow...
...creates efficiencies
across content
properties.
Governance…
...empowers, facilitates,
and aligns.
PEOPLE

26. http://blog.braintraffic.com/wp-content/uploads/2012/03/structured-content.png
Adaptive Content Strategy

27. Enterprise Content Strategy
Adapted from http://www.gollner.ca/2015/03/defining-intelligent-content.html
Workflow and
Governance

29. Point of View: Content Strategy
by Kevin Nichols

30. Content Lifecycle
Producing compelling and sustainable content means that you need to
understand and follow the content lifecycle. Erin Scime identifies that
there are five stages in the lifecycle. In general, content lifecycles include
the following:
• Audit and Analysis: Content stakeholder interviews, competitive
analysis, objective analysis and evaluation of the content environment
(site, partner content, sister, parent sites)
• Strategy: Determine topical ownership areas, taxonomy, process/
workflow for content production, sourcing plan, voice and brand
definition
• Plan: Staffing recommendations, content management system
customization, metadata plan, communications plan, migration plan
• Create: Writing content, asset production, governance model, search
engine optimization, quality assurance
• Maintain: Plan for periodic auditing, advise the client, determine targets
for success measures.

32. sumber: amped-ux.com

33. Pick a Team
Saling kenalan dulu ;D

34. 3. Cari dan Pilih
Web “terbaiks” yang pernah kalian kunjungi

35. 4. Cari dan Pilih
Aplikasi mobile “terjuara” yang pernah kalian install

36. UX & Content
Strategy

37. Sumber:
IBM Customer Facing Solutions

38. GreatUSEREXPERIENCE
needs
greatcontent

40. HOW?

41. #1
Define Content
• User Stories
• Competitor Analysis
• Mapping User
Flows

42. #2
Design
(Content Model)
• Concept Sketching
• 6up brainstorming
• 1up brainstorming
• Start Defining your content
model

43. • Don’t use Lorem Ipsum
• Start using Proto-Content
#3
PROTOTYPING
WITH PROTO-CONTENT

44. #4
Validating Content
• Usability Testing
• Hypotheses, Iteration, (Re)validation

45. LET’SACTION!

46. DELIVERABLES
• Accessibility guidelines
• Benchmarks
• Channel strategy
• CMS requirements
• Communication plans
• Community and social
strategy
• Community moderation
policies
• Competitive analyses
• Content production
workshops
• Content sourcing plans
• Content style guides
• Content templates
• Editorial calendars
• Example content
• Feature descriptions
• Gap analyses
• Metadata
recommendations
• Project proposals
• Publishing work ow
• Qualitative content audit
and findings
• Quantitative content
audit and findings
• Resource review (people,
tools, time)
• Search-engine
optimization reviews
• Success metrics
• Taxonomies
• Traffic analysis
• Usability tests
• User personas
• User research findings
• User research plans
• User scenarios
• Visual presentation
recommendations
• Wireframes
• Workflow
recommendations

47. Content Audit

48. https://www.youtube.com/watch?v=ALU-1M_-jbg

49. Content
Marketing

50. At exactly this
time, there was
another trend on
the rise.

51. Content marketing is the approach of
creating and distributing valuable and
consistent content to a targeted audience,
with the objective of driving some
profitable action…
– “The Evolution of Content Marketing
Will Include Intelligent Content”
Joe Pulizzi, 1/12/2015
“

53. Content
Strategy
UXCLASS
@daengdoangDaeng Muhammad Feisal

54. hatur nuhuns ;D
@daengdoang