How UX and Content Strategy: The 5 things you can bring to a project when a Content Strategist isn't available.

1. ​UX and Content: The Power of Process
@meaningmeasure
Misty
Weaver
Portent
Content
Strategy
Lead

2. ​Agenda
​Disclaimer
Ask
​Definitions
​The Main Event
Scope
@meaningmeasure

3. ALL the things

4. 3E6699
Your mileage might vary

5. @meaningmeasure

6. Do SOME of the things!

7. Some of the things
Audits
Workflows
Handoffs
Interface Copywriting
Inverted Pyramid

8. Definitions

9. is a distributed activity
not just a job title
Content Strategy
@meaningmeasure

10. ​is a plan for the creation, publication,
and governance of useful, usable
content
Content Strategy
@meaningmeasure

11. “Useful, usable content is a
process, not a product. It needs
people who are responsible for
ongoing, editorial oversight. Set
standards to inform changes
and inspire growth.”
– From Content Strategy for the Web by Kristina Halvorsonhttp://contentstrategy.com

12. “Useful, usable content is a
process, not a product. It needs
people who are responsible for
ongoing, editorial oversight. Set
standards to inform changes
and inspire growth.”
– From Content Strategy for the Web by Kristina Halvorsonhttp://contentstrategy.com

13. http://www.uxpassion.com/wp/wp-content/uploads/2012/01/Services_Content-Development_Content-Strategy.png

14. Make Sensehttp://abbytheia.com/makesense/

15. Karen
McGrane
We
Are
All
Content
Strategists
Now
http://karenmcgrane.com/2010/11/03/we-­‐are-­‐all-­‐content-­‐strategists-­‐now/

16. drives collaboration

17. http://www.richardingram.co.uk/2010/08/app
roaches-­‐to-­‐web-­‐content-­‐strategy/
http://www.richardingram.co.uk/downloads/content_strategy_app_2038.png
http://www.smashingmagazine.com/2011/06/03/content-strategy-optimizing-your-efforts-for-success
How we
come to
content
strategy

20. 3E6699
Confessions of a
website manager

21. Requirements
Plan
Production
Promotion

22. https://www.allyde.com/blog/marketer-­‐corner/calling-­‐all-­‐agencies

23. Requirements
Plan
Production
Promotion
Listening
Analyzing
Executing
Cheerleading

24. @meaningmeasure#UXContent

25. Business + Audience
Resources
= Plan

26. Resources

27. What are our assets?
Resources

28. Richard
Kirk
http://bit.ly/1LIvDHO

30. #1: You can’t skip it

31. THAN DO A CONTENT
AUDIT
http://bit.ly/1e84opR

32. 3E6699
The internet is full.
Please stop.
@meaningmeasure

33. why ARE we doing a content audit?

34. Know where you are and
plan where you’re going.

35. What
does
it
look
like?

36. s://www.smashingmagazine.com/2014/10/improving-­‐information-­‐architecture-­‐card-­‐sorting-­‐beginners-­‐guide/

37. Quantitative Inventory
Qualitative Audit
Selective Assessment
There are types

38. Main motivations
Refresh
Redesign
Migration
Care & Feeding

39. Content Inventory
Find quick fixes Orphans Duplicates
URL structures Basic hierarchy
Missing
metadata

40. 1. Quantitative Inventory
http://content-insight.com/

41. ​Business goals
​Audience needs & tasks
Define quality

42. Can you audit TOO MUCH?

43. Content inventory: map your assets
https://uxmag.com/articles/from-­‐content-­‐audit-­‐to-­‐design-­‐insight

44. Can you do just a little?

45. Is the content
accurate and functional?

46. http://bit.ly/1JwQwm2

47. #2 The work must flow

48. ​Pandemic
@meaningmeasure#UXContent
http://www.amazon.com/Z-­‐Man-­‐Games-­‐7021ZMG-­‐Pandemic/dp/B0013OBXG2

51. Roles and tasks
Create
Creators
Edit
Editors
Approve
Approvers
Publish
Publishers
Distribute
Distributors
Update,
Archive
Managers

52. http://intentionaldesign.ca/2011/03/29/content-­‐workflow-­‐diagram/
Workflow at AdoptUsKids
Featured
in
Margot
Bloomstein
Content
Strategy
at
Work
http://appropriateinc.com/book/
Vanessa
Casavant
@casavant

53. http://www.britopian.com/2012/08/12/operationalize-­‐your-­‐content-­‐marketing-­‐strategy/

54. http://www.contentstrategyinc.com/how-­‐to-­‐use-­‐a-­‐raci-­‐chart-­‐to-­‐define-­‐content-­‐roles-­‐and-­‐
responsibilities/
@team_CS_inc

57. What do we get out of it?

58. #3 Plan the handoffs

59. @meaningmeasure
Because
there will be
trade-offs

60. CEO

61. Tasks… it gets complicated
Approve
Approve
Approve
Approve

62. Legal

63. Set standards for handoffs

64. I’ll know it when I see it.

65. 3E6699
Priority, purpose, and
importance

66. http://factorfirm.com/
Collaborative Research

67. Critique
http://www.uxforthemasses.com/design-­‐critiques/

68. Briefs
https://www.smashingmagazine.com/2013/01/effectively-­‐planning-­‐ux-­‐design-­‐projects/

69. Page Description Diagrams
https://uxmag.com/articles/re-­‐introducing-­‐page-­‐description-­‐diagrams

70. Interface copywriting

72. ​Calls to
Action
​Not just for
buttons!
​Describe next
steps!

73. ​Listen to
Nicole Fenton
http://nicolefenton.com/interface-­‐writing/
“From
navigation
links
and
buttons
to
product
tours,
forms,
and
error
messages—every
string
in
your
database
is
an
instruction.
These
are
your
signposts,
and
they
grab
your
reader’s
attention.”

74. Listen to Nicole Fentonhttp://nicolefenton.com/interface-writing/

75. http://mailchimp.com/about/style-guide/

76. ​Patterns vs.
Lorem
Ipsum
http://www.slideshare.net/dmolsenwvu/death-­‐of-­‐lorem-­‐ipsum-­‐and-­‐pixelperfect-­‐content-­‐minnewebcon-­‐version

77. http://www.uxbooth.com/articles/using-­‐proto-­‐content-­‐for-­‐a-­‐better-­‐user-­‐experience/
@RobertMills

78. Inverted pyramid

79. People
don’t
scroll
People
don’t
read
Above
the
Fold

80. ​Edward Baldwin http://www.wearerecurve.com/blog/the-­‐inverted-­‐pyramid-­‐a-­‐content-­‐framework/

81. Help your creators
understand:

82. Relevancy

83. Priority

84. Next steps

85. Some of the things.

86. @eaton @halvorson

88. Design and Content
​http://designcontentconf.com/win-2016/
​“misty” gets 15% off through end of April

89. Books
​Content Audits and Inventories, Paula Land
http://xmlpress.net/content-strategy/audits-and-inventories/
​Content Strategy at Work, Margot Bloomstein
​http://appropriateinc.com/book/
​Nicely Said, Nicole Fenton and Kate Kiefer Lee
http://www.nicelysaid.co/
​Pandemic, Board Game
http://www.zmangames.com/pandemic-universe.html

90. All the links! Will one day be here
http://www.slideshare.net/mdawnweaver​http://contentstrategy.com
​http://abbytheia.com/makesense/
​http://karenmcgrane.com/2010/11/03/we-are-all-content-strategists-now/
​http://www.richardingram.co.uk/2010/08/approaches-to-web-content-strategy/
​https://searchenginewatch.com/sew/how-to/2269352/designing-a-content-strategy-to-destroy-your-seo-nemesis
​http://content-insight.com/
​https://uxmag.com/articles/from-content-audit-to-design-insight
​https://muyiwaokeola.wordpress.com/2012/04/10/how-to-experience-positive-transformation-3/
​http://appropriateinc.com/book/
​http://www.britopian.com/2012/08/12/operationalize-your-content-marketing-strategy/
​http://www.contentstrategyinc.com/how-to-use-a-raci-chart-to-define-content-roles-and-responsibilities/
​http://www.uxforthemasses.com/design-critiques/
​https://www.smashingmagazine.com/2013/01/effectively-planning-ux-design-projects/
​https://uxmag.com/articles/re-introducing-page-description-diagrams
​http://nicolefenton.com/interface-writing/
​http://mailchimp.com/about/style-guide/
​http://www.slideshare.net/dmolsenwvu/death-of-lorem-ipsum-and-pixelperfect-content-minnewebcon-version
​http://www.uxbooth.com/articles/using-proto-content-for-a-better-user-experience/
​http://www.wearerecurve.com/blog/the-inverted-pyramid-a-content-framework/

91. Thank you!
​Misty Weaver
​@meaningmeasure
Melissa Soeung
@melissasanerd