Presented 7/11/2013 at the Content Strategy Workshops. Lots of great book and website recommendations!

1. Content Designed
for Your Audience
Laura Creekmore
@lauracreekmore
http://slideshare.net/lauracreekmore
1Thursday, July 11, 13

2. 2Thursday, July 11, 13

3. http://www.flickr.com/photos/sa_steve/
3Thursday, July 11, 13

4. http://www.flickr.com/photos/jurvetson/
4Thursday, July 11, 13

5. 0 5Thursday, July 11, 13

6. http://www.flickr.com/photos/scottfeldstein/
6Thursday, July 11, 13

7. 7Thursday, July 11, 13

8. http://www.flickr.com/photos/pamelav/
8Thursday, July 11, 13

9. Photo by http://www.flickr.com/photos/rhysasplundh/
9Thursday, July 11, 13

10. http://www.flickr.com/photos/joeshlabotnik/
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11. 11Thursday, July 11, 13

12. Photo by http://www.flickr.com/photos/aussiegall/
12Thursday, July 11, 13

13. Photo by http://www.flickr.com/photos/epsos/
13Thursday, July 11, 13

14. Photo by http://www.flickr.com/photos/mdpettitt/
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15. Photo by http://www.flickr.com/photos/gwp57//
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16. 16Thursday, July 11, 13

17. I want to know if people
like me liked this product.
16Thursday, July 11, 13

18. I want to know if people
like me liked this product.
I want to find out what
my shipping options are.
16Thursday, July 11, 13

19. I want to know if people
like me liked this product.
I want to find out what
my shipping options are.
I need directions
16Thursday, July 11, 13

20. I want to know if people
like me liked this product.
I want to find out what
my shipping options are.
I need directions
to the restaurant.
16Thursday, July 11, 13

21. http://www.flickr.com/photos/deizans/With thanks to Daniel Eizans
17Thursday, July 11, 13

22. http://www.flickr.com/photos/deizans/
18Thursday, July 11, 13

23. http://www.flickr.com/photos/deizans/
18Thursday, July 11, 13

24. http://www.flickr.com/photos/deizans/
18Thursday, July 11, 13

25. http://www.flickr.com/photos/deizans/
18Thursday, July 11, 13

26. http://www.flickr.com/photos/deizans/
19Thursday, July 11, 13

27. http://www.flickr.com/photos/deizans/
19Thursday, July 11, 13

28. http://www.flickr.com/photos/deizans/
19Thursday, July 11, 13

29. http://www.flickr.com/photos/deizans/
19Thursday, July 11, 13

30. 20Thursday, July 11, 13

31. 21Thursday, July 11, 13

32. http://www.flickr.com/photos/rosenfeldmedia/
22Thursday, July 11, 13

33. 23Thursday, July 11, 13

34. http://www.flickr.com/photos/crystiancruz/
24Thursday, July 11, 13

35. 25Thursday, July 11, 13

36. http://www.flickr.com/photos/krcla/
26Thursday, July 11, 13

37. http://www.flickr.com/photos/shine3/
27Thursday, July 11, 13

38. 28Thursday, July 11, 13

39. 29Thursday, July 11, 13

40. Surveys
Usability Testing
Web Analytics
30Thursday, July 11, 13

41. 31Thursday, July 11, 13

42. With thanks to Daniel Eizans
32Thursday, July 11, 13

43. http://www.flickr.com/photos/inquiettudes/
33Thursday, July 11, 13

44. http://www.flickr.com/photos/nnova/
34Thursday, July 11, 13

45. http://www.flickr.com/photos/bayasaa/
35Thursday, July 11, 13

46. With thanks to Daniel Eizans
36Thursday, July 11, 13

47. 37Thursday, July 11, 13

48. Audience Needs
+ Business Goals
Content
38Thursday, July 11, 13

49. •Channels
•Messages
•Edit Calendar
•Content Templates
•CMS Decisions
39Thursday, July 11, 13

50. •SEO
•Accessibility
•Readability
•Suitability
40Thursday, July 11, 13

51. http://www.flickr.com/photos/tm_10001/
41Thursday, July 11, 13

52. How Will
I Know?
http://www.flickr.com/photos/tm_10001/
41Thursday, July 11, 13

53. http://www.readability-score.com/
Reading
Level Tests
42Thursday, July 11, 13

54. 43Thursday, July 11, 13

55. I am going to the store today.
43Thursday, July 11, 13

56. I am going to the store today.
Store the going today I am to.
43Thursday, July 11, 13

57. When you feel chest pains, you need
urgent medical attention. Please don't
wait to see if you feel better, or
postpone going to the physician
because you don't want to be a bother.
Your physician would much rather
check you out and send you home with
a diagnosis of heartburn than have you
sit at home and die of a heart attack.
44Thursday, July 11, 13

58. What to do if you feel chest pains:
Get urgent medical attention. Don't
wait to see if you feel better, or put off
going to the doctor. Your health is
important to your doctor. Your doctor
is the best person to see what is wrong.
Your life could be at stake!
45Thursday, July 11, 13

59. What to do if you feel chest pains:
Get urgent medical attention. Don't
wait to see if you feel better, or put off
going to the hospital. Your health is
important to your physician. Your
physician is the best person to see what
is wrong. Your life could be at stake!
46Thursday, July 11, 13

60. http://contentsmagazine.com/articles/
the-audience-you-didn%E2%80%99t-know-you-had/
47Thursday, July 11, 13

61. http://plainlanguage.gov
http://centerforplainlanguage.org
48Thursday, July 11, 13

62. 49Thursday, July 11, 13

63. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
50Thursday, July 11, 13

64. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
50Thursday, July 11, 13

65. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the
50Thursday, July 11, 13

66. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
50Thursday, July 11, 13

67. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake
50Thursday, July 11, 13

68. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
50Thursday, July 11, 13

69. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country
50Thursday, July 11, 13

70. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
50Thursday, July 11, 13

71. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming
50Thursday, July 11, 13

72. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
50Thursday, July 11, 13

73. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take
50Thursday, July 11, 13

74. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
50Thursday, July 11, 13

75. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space
50Thursday, July 11, 13

76. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space skiing
50Thursday, July 11, 13

77. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space skiing
water
50Thursday, July 11, 13

78. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space skiing
water want
50Thursday, July 11, 13

79. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space skiing
water want
grid
50Thursday, July 11, 13

80. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space skiing
water want
grid Flaming
50Thursday, July 11, 13

81. A Fisherman’s Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationers—especially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ —one of the best __________ fishing destinations
in the __________ . e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lake’s __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get off the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space skiing
water want
grid Flaming
the
50Thursday, July 11, 13

82. Usability and
A/B Testing
51Thursday, July 11, 13

83. http://alistapart.com/
article/testing-content
52Thursday, July 11, 13

84. http://www.flickr.com/photos/ben_grey/
53Thursday, July 11, 13

85. Everyone talks
to customers
54Thursday, July 11, 13

86. Personas are
part of the team
55Thursday, July 11, 13

87. 56Thursday, July 11, 13

88. Selling it
57Thursday, July 11, 13

89. http://www.flickr.com/photos/8906966@N02/
58Thursday, July 11, 13

90. http://workshop.creekcontent.com
/july-2013
59Thursday, July 11, 13

91. @lauracreekmore
http://slideshare.net/lauracreekmore
60Thursday, July 11, 13