delight 2014 | build. better. content!

Build BETTER

Content

@jcolmanJonathon Colman

Content Strategy, Facebook

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Inspired by…

Maria Giudice@mgiudice

Rise of the DEO

Rise of the DEO Content is a Product

Ian Lurie@portentint

Rise of the DEO Content is a Product

Ian Lurie@portentint

Truth and Dare

Jason Mesut@jasonmesut

Stand up if

You’re a writer

Stand up if

You’re a writerYou’re a builder

Stand up if

You’re a writerYou’re a builderYou’re a designer

We should all be standing

How we identify ourselves

Matters

We work best when we’re

Open and bold

Let’s be open

I’m a content strategist

Kristina HalvorsonCEO/Founder, Brain traffic

Co-author, Content Strategy for the Web

Quote by Kristina Halvorson (@halvorson) - http://alistapart.com/article/thedisciplineofcontentstrategy © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Rachel LovingerExperience Director, Razorfish

Quote by Rachel Lovinger (@rlovinger) - http://boxesandarrows.com/content-strategy-the-philosophy-of-data/ © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Sara Wachter-BoettcherContent Strategist

Author, Content Everywhere

Quote by Sara Wachter-Boettcher (@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Sara Wachter-BoettcherContent Strategist

Author, Content Everywhere

Quote by Sara Wachter-Boettcher (@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

But isn’t Facebook’s content all user-generated?

Nope.© Jes (mugley) - flickr.com/photos/mugley/2594318333 Creative Commons license: https://creativecommons.org/licenses/by-sa/2.0/

© Facebookhttp://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/

Let’s be bold

content strategy ≠copywriting

Let’s be bold

content strategy ≠managing writers

Let’s be bold

content strategy ≠content marketing

Let’s be bold

content strategy = interaction design

Let’s be bold

content strategy = user experience

Let’s be bold

content strategy = design thinking

Source: Dan Saffer/Kicker Studio

This is content

Content

This is design andengineering without

This is content

Strategy

Let’s be bold

Design Content as a

system© Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

concept: Erin Kissane

Let’s be bold

Design Content as a

product© Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

concept: Ian Lurie

Let’s be bold

Design Content as an

experience© Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

Not as a

campaign© Enokson - flickr.com/photos/vblibrary/8530583956 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/

… even if you a/b test it

Listen:

“Page views aren’t your goal.”

Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29

Source: Michael Powers

“Your goal isyour goal.”

Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29 © Bronski Beat - flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

Self-actualization

Esteem

Love & Belonging

Safety

Physiological

A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm

Good content experiences meet our needs

Source: A.H. Maslow

Self-actualization

Esteem

Love & Belonging

Safety

Physiological

Source: A.H. Maslow

Self-actualization

Esteem

Love & Belonging

Safety

Physiological

Source: A.H. Maslow

Self-actualization

Esteem

Love & Belonging

Safety

Physiological

Source: A.H. Maslow

Self-actualization

Esteem

Love & Belonging

Safety

Physiological

Source: A.H. Maslow

Usability

Accessibility

Core Functionality

Purpose

Great content experiences exceed them

Inspired by: A.H. Maslow, Sarah O’Keefe, Hilary Marsh, Wouter de Bres, and Matt Toback

Content needs collaborationacross teams

Source: Skillset.org/Brain Traffic

Content needs a lifecycle

Source: Erin Scime/Dopedata.com

“Build-Measure-Learn” © Eric Ries/The Lean Startup

measure

Source: Eric Ries, The Lean Startup

Content is an Experience

measure

ProductsIdeas

“Build-Measure-Learn” © Eric Ries/The Lean Startup

Source: Eric Ries, The Lean Startup

that improves with iteration

Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey

Single-Loop Learning

NormsAssumptionsStrategies

Organizational action

Outcomes

Chart: Dr. Chun Wei Choo

But you can’t be lean without learning

Outcomes

Double-Loop Learning

How we design

Content experiences at Facebook

Start with the Why

“Start with Why” © Simon Sinek, www.startwithwhy.com

Make the world more open and connected

Chart: Simon Sinek

Continue with the How

connect with friends, discover the world, share how you want

Chart: Simon Sinek

Then do the What

Design, Engineering, Content, Research, marketing, product…

Chart: Simon Sinek

Our core values

Focus on Impact

Be open

Be Bold

Build Social value

Move fast

See why core values matter for content strategy

What we

Used to say

What we’ve

learned

Outcomes

Double-Loop Learning

What is

Minimum Viable Content?

Source: Libby Brittain/Sarah O’Keefe

Ease ofUse

CraftValue

Quality framework

Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri

Ease ofUse

CraftValue

Quality framework

Ease ofUse

CraftValue

Quality framework

Ease ofUse

CraftValue

Chart: Jesse James Garrett

The five planes of user experience

where content is seen and used

Where content is modeled and built

Where content is proposed and planned

WhereContent Strategy

Happens

The path from strategy to surface is

Non-Linear

Our Content Principles

Use plain language and be concise.

Clearly explain how things work and give people enough info to make good decisions.

Be friendly, conversational and respectful—like you’re

talking to a neighbor.

Our Voice

Does this sound like us?

Error 24601: Neg Fault Config ^n2.1x

LOLz, 404 #YOLO

Sorry, there’s a temporary issue with your post. Please try again in a minute.

What happened?

Where did it happen?

What shouldI do next?

Oh No! Did I do something wrong?

Great! So it’s OKAY?

How long will all this take?

will I lose my work?

Relief Impatience

Anxiety

Be friendly, conversational and respectful—like you’re

talking to a neighbor.

What I’ve learned

from fourproducts

Savedless content ismore difficult

SavedDon’t get in the way

SavedMake the mostof small spaces

SavedRe-use patterns

LoginGreat contentis invisible

LoginOptimize for clarityAnd show examples

LoginBreak Apartbig decisions

Anonymous LoginIt’s hard to tellwhere design endsand content begins

Anonymous LoginContent leads design,Design leads content,Both lead experience

Anonymous LoginUse research toIterate rapidly

Nearby FriendsEmpathy is the hardest thing we do every day

Nearby Friendsgive people ways toopt-in and opt-out

Nearby Friendsgive people the choice to share how they want

Nearby Friendsgive more than you take

Optional and opt-in

Shows you value upfront

Offers you clear choices

Easy to opt-out

Content Strategy outcomes

We planned forthese experiences

So we couldbuild them

For peopleto use

This is whereContent Strategy

Happens

Let’s Stand up for

ValueEase of Use

ValueEase of UseCraft

Startingwith Why

Chart: Simon Sinek

Interaction design

Interaction designUser experience

Interaction designUser experienceDesign thinking

Better content

We should all be standing

Build BETTER

Content

@jcolmanJonathon Colman

Content Strategy, Facebook

Download these Slides

200+ free Content strategy resources

Oh, and don’t forget…

“Your goal isyour goal.”

Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29 © Bronski Beat - flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

delight 2014 | build. better. content!

data billy rowlinson

ian mckenzie flickr

designer thomas hawk

bold brian kingsley

deo content

content everywherequote

deo maria giudicehttp

halvorson http

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