build. better. content!
Post on 22-Oct-2014
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DESCRIPTION
Content strategists at Facebook plan, structure, and create content for more than a billion people. But they’re not writers or content marketers—they’re interaction designers, information architects, and UX practitioners. They design and build product experiences that are simple, straightforward and human. In this presentation, you'll learn: - How content strategy works in a context of product design and development - A framework for minimum viable content that provides quality and consistency - How to build and iterate on product content experiences to meet people's needs - How to stand up and become a better advocate for the people using your products Stand up for putting The Why before The How. Stand up for value, ease of use, and craft. Stand up for meeting (and exceeding) people's needs. Stand up for BETTER CONTENT! Inspired by Maria Giudice of Facebook, Ian Lurie of Portent, and Jason Mesut of Plan. Based on the works of Jesse James Garrett, Simon Sinek, A.H. Maslow, Kristina Halvorson, Rachel Lovinger, Dan Saffer/Kicker Studio, Erin Kissane, Michael Powers, Sarah O'Keefe, Hilary Marsh, Wouter De Bres, Matt Toback, Eric Ries/The Lean Startup, Dr. Chun Wei Choo, Libby Brittain, and more. Featuring the design work of the Facebook Analog Research Lab, including concepts by Julie Zhuo, Russ Maschmeyer, and Adam Mosseri of Facebook along with content standards from Facebook's Content Strategy team. Originally presented at Content Marketing World on September 10, 2014 in Cleveland, Ohio. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/ and follow him on Twitter at http://twitter.com/jcolman Also see 200+ free, curated Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/TRANSCRIPT
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© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Build BETTER
Content
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© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
@jcolmanJonathon Colman
Content Strategy, Facebook
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© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Download these Slides
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Inspired by…
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Maria Giudice@mgiudice
Rise of the DEO
© Maria Giudicehttp://www.slideshare.net/hotstudio/the-rise-of-the-deo
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Maria Giudice@mgiudice
Rise of the DEO Content is a Product
Ian Lurie@portentint
© Maria Giudicehttp://www.slideshare.net/hotstudio/the-rise-of-the-deo
© Ian McKenzie – flickr.com/photos/tubaism/6790098376Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
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Maria Giudice@mgiudice
Rise of the DEO Content is a Product
Ian Lurie@portentint
Truth and Dare
Jason Mesut@jasonmesut
© Jason Mesuthttp://www.slideshare.net/jasonmesut/truth-and-dare-04
© Maria Giudicehttp://www.slideshare.net/hotstudio/the-rise-of-the-deo
© Ian McKenzie – flickr.com/photos/tubaism/6790098376Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
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Stand up if
You’re a writer
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Stand up if
You’re a writerYou’re a builder
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Stand up if
You’re a writerYou’re a builderYou’re a designer
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© Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
hey
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© Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
We should all be standing
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How we identify ourselves
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How we identify ourselves
Matters
© Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
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We work best when we’re
Open and bold
© Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
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Let’s be open
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Let’s be open
I’m a content strategist
© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
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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/
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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/
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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/
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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/
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But isn’t Facebook’s content all user-generated?
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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/
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© Facebook - http://newsroom.fb.com/news/2014/09/privacy-checkup-is-now-rolling-out/
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© Facebook - http://newsroom.fb.com/news/2014/06/making-ads-better-and-giving-people-more-control-over-the-ads-they-see/
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© 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/
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Let’s be bold
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Let’s be bold
content strategy ≠copywriting
© Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/
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Let’s be bold
© Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/
content strategy ≠managing writers
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Let’s be bold
content strategy ≠content marketing
© Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/
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© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’s be bold
content strategy = interaction design
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Let’s be bold
content strategy = user experience
© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
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Let’s be bold
content strategy = design thinking
© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
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© Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio
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© Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio
This is content
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© Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio
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© Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio
Content
This is design andengineering without
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© Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio
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This is content
Strategy
© Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: Dan Saffer/Kicker Studio
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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
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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
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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/
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Not as a
campaign© Enokson - flickr.com/photos/vblibrary/8530583956 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
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© Enokson - flickr.com/photos/vblibrary/8579567098 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
… even if you a/b test it
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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
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“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/
Source: Michael Powers
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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
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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
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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
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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
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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
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Joy
Usability
Accessibility
Core Functionality
Purpose
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
Great content experiences exceed them
Inspired by: A.H. Maslow, Sarah O’Keefe, Hilary Marsh, Wouter de Bres, and Matt Toback
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© Skillset.org/Brain Traffic - blog.braintraffic.com/2010/01/behold-the-mighty-hive/ (used with permission)
Content needs collaborationacross teams
Source: Skillset.org/Brain Traffic
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© Erin Scime/DopeData.com - dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/ (used with permission)
Content needs a lifecycle
Source: Erin Scime/Dopedata.com
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“Build-Measure-Learn” © Eric Ries/The Lean Startup
measure
Build
Learn
Source: Eric Ries, The Lean Startup
Content is an Experience
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measure
Build
Learn
Data
ProductsIdeas
“Build-Measure-Learn” © Eric Ries/The Lean Startup
Source: Eric Ries, The Lean Startup
that improves with iteration
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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
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Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey
But you can’t be lean without learning
Single-Loop Learning
NormsAssumptionsStrategies
Organizational action
Outcomes
Double-Loop Learning
Chart: Dr. Chun Wei Choo
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© Thomas Hawk - flickr.com/photos/thomashawk/14875780140/ Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
How we design
Content experiences at Facebook
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Start with the Why
why
“Start with Why” © Simon Sinek, www.startwithwhy.com
Make the world more open and connected
Chart: Simon Sinek
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Continue with the How
“Start with Why” © Simon Sinek, www.startwithwhy.com
connect with friends, discover the world, share how you want
how
why
Chart: Simon Sinek
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Then do the What
“Start with Why” © Simon Sinek, www.startwithwhy.com
Design, Engineering, Content, Research, marketing, product…
how
what
why
Chart: Simon Sinek
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© Facebook – facebook.com/careers
Our core values
Focus on Impact
Be open
Be Bold
Build Social value
Move fast
See why core values matter for content strategy
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© Facebook – facebook.com/careers
What we
Used to say
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© Facebook/Analog Research Lab
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© Facebook/Analog Research Lab
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© Facebook/Analog Research Lab © Thomas Hawk - flickr.com/photos/thomashawk/9735430146 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
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What we’ve
learned
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© Facebook/Analog Research Lab
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© Facebook/Analog Research Lab
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© Facebook/Analog Research Lab
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© Facebook/Analog Research Lab
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© Facebook/Analog Research Lab
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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
Double-Loop Learning
Chart: Dr. Chun Wei Choo
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What is
Minimum Viable Content?
Source: Libby Brittain/Sarah O’Keefe
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Ease ofUse
CraftValue
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Quality framework
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
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Ease ofUse
CraftValue
Quality framework
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
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Ease ofUse
CraftValue
Quality framework
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
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Quality framework
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Ease ofUse
CraftValue
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
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Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
The five planes of user experience
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where content is seen and used
Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
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Where content is modeled and built
Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
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Where content is proposed and planned
© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Chart: Jesse James Garrett
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Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
WhereContent Strategy
Happens
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The path from strategy to surface is
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The path from strategy to surface is
Non-Linear
© Daniel Olnes - flickr.com/photos/dno1967b/14785722509 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
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© Facebook/Content Strategy
Our Content Principles
Use plain language and be concise.
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Our Content Principles
Use plain language and be concise.
Clearly explain how things work and give people enough info to make good decisions.
© Facebook/Content Strategy
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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.
© Facebook/Content Strategy
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Our Voice
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Does this sound like us?
Error 24601: Neg Fault Config ^n2.1x
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Does this sound like us?
Error 24601: Neg Fault Config ^n2.1x
LOLz, 404 #YOLO
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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.
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Sorry, there’s a temporary issue with your post. Please try again in a minute.
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What happened?
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Sorry, there’s a temporary issue with your post. Please try again in a minute.
Where did it happen?
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Sorry, there’s a temporary issue with your post. Please try again in a minute.
What shouldI do next?
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When?
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Oh No! Did I do something wrong?
Great! So it’s OKAY?
How long will all this take?
will I lose my work?
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fear
Relief Impatience
Anxiety
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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.
© Facebook/Content Strategy
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What I’ve learned
from fourproducts
© Kevin O’Mara - flickr.com/photos/kevinomara/6980790993 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
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Savedless content ismore difficult
© Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
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© Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
SavedDon’t get in the way
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SavedMake the mostof small spaces
© Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
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SavedRe-use patterns
© Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
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LoginGreat contentis invisible
© Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
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LoginOptimize for clarityAnd show examples
© Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
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LoginBreak Apartbig decisions
© Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
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Anonymous LoginIt’s hard to tellwhere design endsand content begins
© Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
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Anonymous LoginContent leads design,Design leads content,Both lead experience
© Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
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Anonymous LoginUse research toIterate rapidly
© Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
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Nearby FriendsEmpathy is the hardest thing we do every day
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Nearby Friendsgive people ways toopt-in and opt-out
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Nearby Friendsgive people the choice to share how they want
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Nearby Friendsgive more than you take
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Optional and opt-in
Shows you value upfront
Offers you clear choices
Easy to opt-out
Content Strategy outcomes
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We planned forthese experiences
© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Chart: Jesse James Garrett
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So we couldbuild them
© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Chart: Jesse James Garrett
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For peopleto use
© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Chart: Jesse James Garrett
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Chart: Jesse James Garrett
© Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
This is whereContent Strategy
Happens
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Let’s Stand up for
Value
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
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Let’s Stand up for
ValueEase of Use
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
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Let’s Stand up for
ValueEase of UseCraft
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri
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© Facebook/Analog Research Lab
Let’s Stand up for
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why
how
what
“Start with Why” © Simon Sinek, www.startwithwhy.com
Let’s Stand up for
Startingwith Why
Chart: Simon Sinek
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© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’s Stand up for
Interaction design
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© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’s Stand up for
Interaction designUser experience
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© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’s Stand up for
Interaction designUser experienceDesign thinking
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Let’s Stand up for
Better content
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Let’s Stand up for
Better content
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Let’s Stand up for
Better content
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Let’s Stand up for
Better content
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Let’s Stand up for
Better content
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Let’s Stand up for
Better content
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Let’s Stand up for
Better content
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Let’s Stand up for
Better content
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© Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
hey
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© Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
We should all be standing
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© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Build BETTER
Content
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© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
@jcolmanJonathon Colman
Content Strategy, Facebook
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© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Download these Slides
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© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
200+ free Content strategy resources
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Oh, and don’t forget…
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“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/
Source: Michael Powers