Findable, Usable, Meaningful: Content for User Experience
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Findability Day, Stockholm, Sweden, 2016 Structuring content and using content strategy to create experiences for people that are findable, usable, and meaningful.
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Findable, Usable, Meaningful: Content for User Experience
- 1. Findable Usable Meaningful Structuring Content for User Experience Findability Day 2016 @meaningmeasure Misty Weaver
- 5. Information is no good if it can’t be found. @meaningmeasure
- 6. Information must be worth finding. John Tenniel
- 7. What makes you meaningful? John Tenniel
- 8. The content isn’t missing, the value is. @meaningmeasure
- 10. Why are we creating content? alejandroescamilla.com
- 11. C-suite Marketing SEM / SEO Creative UX How do we find alignment?
- 16. Prioritizing informative content helps visibility Relevant answers build trust Meaning is differential
- 18. FINDABLE • Languages • Terms • Jargon • Channels • Formats • Size How your audience seeks information
- 19. Make information visible where your audiences are looking for it
- 20. • Information Architecture • Search/SEO • Structured Content • Structured Data • Metadata • Social Media Build for Findability
- 21. Findable content leads to answers @meaningmeasure
- 23. Always be relevant to your audience
- 24. • UX • Content Strategy • Market Research • Audience Research • SEO Build for Use
- 25. Answering our audiences questions boosts credibility @meaningmeasure
- 27. Add value by sharing knowledge
- 28. • Psychology • Mental and cognitive models • Storytelling • Teaching & Learning • Gamification Build for Meaning
- 29. How can you help them? MEANINGFUL
- 30. How do they want to help others? MEANINGFUL
- 31. FINDABLE USABLE
- 32. http://www.slideshare.net/rlovinger/metadata-is-a-love-note-to-the-future/ Rachel Lovinger Jason Scott, @textfiles
- 33. You can’t optimize what you don’t have
- 34. Provide coverage and connection
- 35. Have their answers ready
- 36. Uncover the Mirrors Busangane The road to meaningful content is paved with empathy Busangane
- 37. Give generously of your knowledge
Hinweis der Redaktion
- My background Higher Ed, Nonprofit, Small business/start up, Marketing for anybody Accelerated learning: Experience the same amount of people, workload, and opportunities in 2 years that I had in the previous 12 I also teach and live by the principles of my school: Teaching, Service, and Research
- My real job knowing audiences and their needs, wrangling content producers and technology. Herding cats. I help get the right content done on time, where it belongs.
- Murray Thompson’s graphic
- More words won’t fix this problem. A more relevant image won’t fix it. Video won’t fix it. The Internet is full, please stop. We need to provide more value and spend less time optimizing what isn’t worth customers’ time. We just have to care about our customers time as much as their potential value to us.
- Time, Money, Resources, People.
- What is the purpose?
- Good content is not enough. You will structure. You will promote it by providing connected informative content. You will provide answers and accurate timely information in a priority order (Inverted Pyramid, Nut graph). You will meet highest editorial standards in accuracy and creation. You will be useable and findable.
- But AIDA is outdated. Our relationship with customers does not end with purchase. We want more from them. As this model shows, we’re looking for relationships with customers. We want their support and advocacy. We want not just a one-time transaction but for them to come back and tell others about us. People are skeptical about advertising, they rely on people they trust for recommendations. WOM, referrals have real value.
- How do we update AIDA to focus on value to customer instead of acquisition?
- Adjectives to verbs
- Inform. I’m here. I’m useful. Visibility Answer. I’m relevant! I have the actual thing you’re looking for! Educate. Know your audience. Go deep. Be generous. You need a content strategy to do this
- In order to make content strategy, seo, or content marketing work for you it will have to be researched X3. Research thrice, cut once.
- Cover the field with it. Doesn’t mean make more, make it available. Make it connected and connectable. Make it for them. Product descriptions, Blog posts, social media, F2F, print, promotion anywhere. What do your customers need to know? All the details matter as well as their priority. Start here if you already have content because maybe this is all you can do. It’s a good foundation.
- Cover the field with it. Doesn’t mean make more, make it available. Make it connected and connectable. Make it for them. Product descriptions, Blog posts, social media, F2F, print, promotion anywhere. What do your customers need to know? All the details matter as well as their priority. Start here because maybe this is all you can do. It’s a good foundation.
- Know your users. SEO research as well as analytics can provide insight. What are people searching for? Goes back to information. They have questions. Your answers can help them make a decision.
- Customer words – in site search, user research, survey, interview Users words – in site search, user research, surveys Audience Words – SEO tools, competitors, online research Plan for how their words, syntax can be translated into your site.
- Customer words – in site search, user research, survey, interview Users words – in site search, user research, surveys Audience Words – SEO tools, competitors, online research Plan for how their words, syntax can be translated into your site.
- Customer words – in site search, user research, survey, interview Users words – in site search, user research, surveys Audience Words – SEO tools, competitors, online research Plan for how their words, syntax can be translated into your site.
- Know your users. SEO research as well as analytics can provide insight. What are people searching for? Goes back to information. They have questions. Your answers can help them make a decision.
- Use what informs and answers to educate.
- Use what informs and answers to educate.
- Use what informs and answers to educate.
- Use what informs and answers to educate.
- Metadata may make you findable, alone it is not enough and always, it’s about long-term preservation over immediate traffic and sales. Title tags Strength in accuracy. “SEO can’t just be putting title tags on pages”
- People come from anywhere and everywhere and take their own paths, you just have to make sure you have enough coverage and connection.
- This is how you help your audiences see themselves in your content. This occurs when you really understand the customer or you know what they like on that channel and that’s what you give them. The problem is you can be so opaque, you turned your window into a mirror. They don’t know what YOU to offer and they don’t know how to get it. They might vaguely know they like you, but they don’t think of you when it’s decision time.
- Then you’ll be ready to add slices and scale your work.