"small cs: a shoestring approach to content strategy" by corey vilhauer at confab higher...
TRANSCRIPT
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SMALL CS
COREY VILHAUER@mrvilhauer
AAF North Dakota
A SHOESTRING APPROACH TO CONTENT STRATEGY
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COREY VILHAUERUser Experience Strategist, Blend Interactive
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NowWhatConference.com
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HOORAY!
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The Can-Am Connection vs. Bob Orton and The Magnificent Muraco
Billy Jack Haynes vs. Hercules
Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook
Harley Race vs. Junkyard Dog
The Dream Team vs. The Rougeau Brothers
Roddy Piper vs. Adrian Adonis
The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana
Butch Reed vs. Koko B. Ware
Ricky Steamboat vs. Randy Savage
The Honky Tonk Man vs. Jake Roberts
The Iron Sheik and Nikolai Volkoff vs. The Killer Bees
Hulk Hogan vs. Andrè the Giant
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The Can-Am Connection vs. Bob Orton and The Magnificent Muraco
Billy Jack Haynes vs. Hercules
Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook
Harley Race vs. Junkyard Dog
The Dream Team vs. The Rougeau Brothers
Roddy Piper vs. Adrian Adonis
The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana
Butch Reed vs. Koko B. Ware
Ricky Steamboat vs. Randy Savage
The Honky Tonk Man vs. Jake Roberts
The Iron Sheik and Nikolai Volkoff vs. The Killer Bees
Hulk Hogan vs. Andrè the Giant
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The Can-Am Connection vs. Bob Orton and The Magnificent Muraco
Billy Jack Haynes vs. Hercules
Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook
Harley Race vs. Junkyard Dog
The Dream Team vs. The Rougeau Brothers
Roddy Piper vs. Adrian Adonis
The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana
Butch Reed vs. Koko B. Ware
Ricky Steamboat vs. Randy Savage
The Honky Tonk Man vs. Jake Roberts
The Iron Sheik and Nikolai Volkoff vs. The Killer Bees
Hulk Hogan vs. Andrè the Giant
Ricky Steamboat vs. Randy Savage
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BEING SMALL DOESN’T HAVE TO BE
A DISADVANTAGE
the moral:
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CONTENT STRATEGYA Short History Of
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BIG BUDGETSBig Names
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A Content Strategy™
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CONTENT STRATEGY IS NOT A THING.
IT IS A PROCESS.
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So what’s stopping us?
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THE BUDGET
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TIME
So. How much…MONEY
…do we have budgeted?PRIORITY
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WORKING WITHIN RESTRICTIONSWorking Small Means
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PROJECT SCOPEHOW WE DETERMINE WHERE TO START
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“ALL THE THINGS” SLIDEObligatory
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Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar
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Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar
CREATING TESTIMONIALS
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Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar
IMPROVING SEARCH
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Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar
CREATING A NEW SITE
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FOREVERThe Timeframe is
ENDLESSThe Scope is
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“GOOD DESIGN TODAY IS BETTER THAN GREAT DESIGN TOMORROW.”
Cennydd Bowles and James Box Undercover User Experience Design
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MINIMUM VIABLE STRATEGY?What is our
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RESEARCHINTERVIEWS, RESEARCH, AND DISCOVERY
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IS NOT ROCKET SCIENCEResearch
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QUICK GUT CHECKS1.
Get Curious
Find an Audience
Ask Quality Questions
Choose a Direction
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QUICK GUT CHECKS1.
Given [A TASK], what is your first impression?
Is this clear enough?
What do you think is the intended action
What would your next step be?
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LEAD DIRECTIONGut Checks
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EXISTING RESEARCH2.
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GUESS WHAT?But…
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EXISTING AUDIENCES3.
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“Were you able to find everything easily on the site today?”
“No. I searched for Biology twice and it never showed up. I finally found it listed as Life Science.”“Why does clicking on the
map give me a PDF that I can barely see on my phone?”
“Yup! Everything is perfect! Carry on!”“Yup! Everything is perfect! Carry on!”
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LEARN WHEN TO STOP
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“… LISTEN FOR THE SATISFYING CLICK. THAT’S THE SOUND OF THE PIECES
FALLING INTO PLACE …”
Erika Hall Just Enough Research
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MAKING THINGSCREATING, EDITING, AND MAINTAINING CONTENT
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BREAK IT APART1.
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Dictate UpdatesPRIORITIES
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“We need to spread our budget over two years, so we’re going to do a basic mobile site now and go responsive next year.”
“We need to focus first and foremost on admissions content, because that’s where our money comes from.”
“We have a big fundraising campaign, and key source of our donors depend on our annual report.”
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“THERE’S NOTHING INHERENTLY WRONG WITH
TAKING A LITTLE DETOUR ON YOUR WAY TO THE END
GOAL.”Karen McGrane
Content Strategy for Mobile
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KEEP A WISH LIST2.
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FIND SOME HELP3.
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FIND AN INTERN
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FIND SITE USERS
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FIND OTHER DEPARTMENTS
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EFFECTIVE GOVERNANCE REQUIRES A DEMOCRACY,
NOT A DICTATORSHIP
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THE ROLLING AUDITEXAMPLE:
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AcademicsAdmissionsCampus LifeMajorsAlumni
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AcademicsAdmissionsCampus LifeMajorsAlumni
AprilJuneSeptember
November
2015
URLTitleUpdates
2016
Future
2017
InitiativesContent
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AcademicsAdmissionsCampus LifeMajorsAlumni
AprilJuneSeptember
November
2015
URLTitleUpdates
2016
Future
2017
InitiativesContent
Academics AprilAdmissions JuneCampus Life
Alumni
September
November
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THE PEP TALKEMBRACE RESTRAINTS. IGNORE YOUR WEIGHT CLASS.
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CHAMPIONSBECAME
SMALLER
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WEIGHT CLASSIgnore Your
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FOR BETTER RESULTSMake Smart Bets
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YOU CAN DO THISI AM VERY SERIOUS ABOUT THIS HEADLINE. YOU CAN.
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THANK YOU@mrvilhauer
www.eatingelephant.com/aafnd
ME? I’M STILL COREY VILHAUER.