The document discusses why content should be the top priority when redesigning a website. It argues that people come to websites for content, not technology or design, and that content drives these other elements. It provides examples of how valuable, well-researched content can inspire people to seek out products and services. The document offers tips on how to make content a priority, including assessing existing content, researching audiences, and developing a content production plan and schedule.
9. When we...
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We are sending and
receiving content.
C L I C K
S H A R E
F O L L O W
C O M M E N T
S U B S C R I B E
C L I C K
S H A R E
F O L L O W
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F O L L O W
C O M M E N T
S U B S C R I B E
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S H A R E
F O L L O W
C O M M E N T
S U B S C R I B E
C L I C K
S H A R E
S U B S C R I B E
10. When we...
click a headline
share an image
follow a friend
comment on a post
subscribe to a newsletter
We are sending and
receiving content.
C L I C K
S H A R E
F O L L O W
C O M M E N T
S U B S C R I B E
C L I C K
S H A R E
F O L L O W
C O M M E N T
S U B S C R I B E
C L I C K
S H A R E
F O L L O W
C O M M E N T
S U B S C R I B E
C L I C K
S H A R E
F O L L O W
C O M M E N T
S U B S C R I B E
C L I C K
S H A R E
S U B S C R I B E
11. Content is the biggest factor
to missed deadlines and
blown budgets.
It drives technology
It drives design
It drives functionality
12. All of which directly
contribute to a project’s cost
and time.
13. Those organizations that can
consistently provide valuable
content will have the greatest
influence over people’s decisions.
14. 82% of consumers feel
more positive about a
company after reading custom
content.
Demand Metric, 2014
Image Source: Origin / Hill Holliday , Telling Tales
15. 60% of people are inspired
to seek out a product after
reading content about it.
Demand Metric, 2014
Image Source: Origin / Hill Holliday , Telling Tales
16. 47% of buyers viewed 3-5
pieces of content before
engaging with a sales rep.
Demand Gen Report, 2016
Image Source: Origin / Hill Holliday , Telling Tales
22. What are people looking for?
I want to become good at something
I want to find a better solution
I want to choose the best option
I need to complete a task
25. Real Examples
Dollar Shave Club
Our Blades Are F***ing Great
Invision
Inside Design
Salesforce
The Marketing Cloudcast
Square
Business Resource Center
Litmus
Resources
26. What do people respond to?
Storytelling
Nobody buys your skills, product or company.
They buy an idea, a vision, a dream of how they
can reach their goals.
27. How do I turn project hell into
project awesome?
28. We pay money for a CMS
to hold our copy and a
design to make it look
pretty. But we won’t pay for
the copy itself! How
messed up is that.
Paul Boag
User Experience Strategist
29. 1. Make Content Your Number
One Priority
• Start with an assessment of your existing
content
• Find and assign subject matter experts
• Hire professional writers,
designers and video producers
30. 2. Research and Understand
Your Audiences
Interviewing people is always best option, but
there are some cheap ways to do research.
31. Ask These Questions
What are their pain points?
What are their goals?
What task are they trying to complete?
What questions might they have?
Where are they? What surrounds them?
What language do they use?
32. 3. Develop a plan and stick
to a schedule
• Prioritize the content needed for launch
and add additional content in later phases
• Set a timeline and batch process for
content production
• Establish a workflow and editorial calendar
Hinweis der Redaktion
Just as a quick background before we get started
My name is Chance Bliss. I am the VP of User Experience at iMedia, an interactive agency based in New Jersey
I’ve been working within the digital space for close to 20 years now both on the client and agency side
iMedia are a strategic interactive agency. We don’t focus on a particular vertical which we believe is to our advantage
Let’s get started…
So as you can guess from the opening slide, I believe content is the most important part of the success or failure of any website project
But before we get to that…here are a few things that aren’t…
First off, let me dispel you of a few things people point to as to why their website project isn’t working
At the beginning of many of our project, clients like to focus on the how – mainly out of fear from the last redesign
But content management system isn’t going to organize or write your content for you
I am over simplifying, but a content management system is there to store and publish content
Next our brand guidelines aren’t finished
I can’t count the number of projects that have been put on hold because the brand guidelines weren’t finished
Brand guidelines are just that…guidelines about logos, typography, color palettes,..
They are not content strategy
Brand guidelines are not going to the content, structure or deign
And my favorite, the design doesn’t pop
Is design important? Yes
But you need something that something to design with first
Without content, there is really nothing to architecture, design or develop
It’s because you didn’t start with content first
Content needs to lead the project
It should drive design and technology
From a user’s point of view
They don’t care about what CMS you are chose
They don’t care about your secondary color palette
They care about whether you are providing the content they need
At it’s most basic level, the internet was built as a content delivery system
All the actions we take on the web can be boiled down to sending and receiving content
When we first start talking with new clients they ask either
How much is this going to cost?
How long is this going to take?
Cost and time are primary dependent upon
Type and amount of content
Devices and platforms
Simple example
DIY videos about cooking versus cooking recipes
You can see you would be making very different choices in term of technology, design and functionality between those two projects
Budgets and timelines would be very different
Cost and time need to be calculated in the context of what and how content is being delivered
Not what technology you are using
Why does content matter?
Today’s most successful sites and see how their success is related to the content they provide
Example Amazon
Yes, amazon is successful because of their technology
But without all that product information and customer reviewers what is Amazon?
Customer reviewers are one of the primary drivers of traffic to Amazon
Content has a huge impact on whether you are going to click that link, add to cart and fill-out that form
So how valuable is content?
This was a study done across multiple sites to understand the influence of content on value
In this case, they compared the perceived value of a hotel room.
Left, they showed just the basic information about the room
Right, they added a picture and a story of someone who stayed in the room
Difference in value was $7.00 or about 5% which is huge for many industries that are working on 2% and 3% margins
Here is another example of a painting being sold where the artist’s image and personal story is added
The painting was perceived to be 11% more valuable
Even the slightest additions can add significant value in the eye’s of the customer
This example is even crazier
eBay listing of fish shaped spoons
Right, a basic description
Left, a poem from a famous poet
I assume the poem was about fish…but the spoons receive 64% higher bids
So I want to stop here and talk about what is content
We’ve seen some examples and their impact, but people often confused “text” with ”content”
I like to use the analogy of Atom, Molecules and Organisms to break down what content.
Atomic level, content is really made up of letters, numbers, symbols (think icons), image and sounds
Fundamental elements
From those atoms, we created molecules
Like a news article
Doesn’t have to be just text…it can be a video, an infographic or combine both
New York Times Article
Uses all of those atoms to tell a story
Ten Years After Katrina / https://www.nytimes.com/interactive/2015/08/26/us/ten-years-after-katrina.html
Litmus Blog Post
Here is something less dramatic…
Where People Read Their Emails / https://litmus.com/blog/we-analyzed-13-billion-opens-to-discover-where-subscribers-read-email-infographic
Finally those molecules, we make organisms both in and outside our digital properties
The website might be at the center distributing content (news, product details, etc.) to an app or a social platform like Facebook
Litmus, an email testing company
The blog is at the center
Pushing out through their site and to external site and platforms
OK. So what content are people looking for at a high-level?
Good at Something – I want to retire early. How can I save more money?
Better Solution – I keep missing payments. Where can I pay my bills in one place?
Best Option – I travel a lot. What credit card should I choose?
Complete a task – I need my account number so I can transfer some money
So how do we create effective content?
The effectiveness of content can be measured by the it takes form and function it provides
Two sides of the same coin
Form
Legibility - Can you easily distinguish the letters?
Fonts Styles
Cases (All-Caps vs.
Letter Spacing
Readability - Can you easily read the words?
Font Size
Line Length & Height
Contrast & Whitespace
Heirarchy & Structure
Comprehension - Is it easily to understand?
Language & Tone
First Person Singular & Plural
Images, Video, Infographics and Data Visualizations
Simplification
Function
The other side of the coin
Informative
Is the information useful?
Added test is whether a person can find this information anywhere else
Relevant
Is the information closely connected to a need?
Interesting
Does the information catch and hold attention?
Here are some examples for companies that have really hit all the marks in terms of form and function
Each focused on their audiences needs in very different ways
Dollar Shave Club - Our Blades Are F***ing Great
Lifestyle
How much is content worth? Acquired for $1 billion in cash by Unilever
Invision - Inside Design (Prototyping Software)
Designers as heroes by interviewing them in their workspace
Salesforce - The Marketing Cloudcast
Advise to marketing teams about communication and technology
Using Medium Platform
Square - Business Resource Center (Credit Card Processing Software)
Advise to small business owners
Litmus (Email Testing Software)
Advise to email marketers
Each company is focused on telling their story around a specific audience and their interests and needs
Not just talking about themselves and their products
Alright so let talk about how you can turn your project into awesome
Make content your number one priority
Create and inventory of all the content and review the analytics behind each piece.
Look at what is good, bad or out-of-date. Don’t throw out everything, salvage what you can. It often sparks bigger ideas.
Next is to identify who are the subject matter experts. Who in your company can talk about the subjects that your target audiences care about?
Remember this is often a part-time job for them so supporting them with professional writers, designers and producers is key
Research and understand your audiences
In person interviews are always the best option to understand what is important to your customers
Cheaper ways (1) listening to social media; (2) talking to internal sales and customer support teams; and (3) online surveys and interviewing
Baseball Hall of Fame and TripAdvisor
Ask these questions
When we are starting a project with any client, we send out a survey asking these questions to get a pulse on their customers
Pain points – where is the fiction in their lives?
Goals – what goals are they trying to accomplish? Find the best option, a better solution,
Tasks – what the the specific tasks they need to accomplish to meet their goal?
Questions – what are the top questions they would ask about your company, product, service, support,…?
Environment – are they at home, in a office, on the road…?
Language – what words do they use to talk about their goals, tasks, pain points,…?
Develop a plan and stick to a schedule
Don’t bit off more than you can chew. Start small, see what works and expand accordingly.
It doesn’t have to be done all at once. Set a timeline and batch process for creating content
Don’t let it go stale. Create an editorial calendar.
Questions
Are there any online tools you could suggest that help with your content strategy?
Gather content
Grammarly
Hemingway Editor
How can I use Kentico to improve my content management?
ERIC- Can you shed some light onto Kentico Draft? You have more knowledge on the details of the product and its capabilities.
How do you keep content on track for large website projects?
Big projects typically require a full content team
A specific owner for content and to manage the process & workflows
How should branding inform your content strategy?
Understand your target audience
The tone in which you write your content is very important
Use visual content- don’t forget about social and visual posts/ content
What makes your brand different?