small cs: a shoestring approach to content strategy by corey vilhauer (now what? conference 2015)
TRANSCRIPT
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SMALL CS
COREY VILHAUER@mrvilhauer
Now What? Conference 2015
A SHOESTRING APPROACH TO CONTENT STRATEGY
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COREY VILHAUERUser Experience Strategist, Blend Interactive
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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
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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
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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BIG BUDGETSBig Names
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BIG BUDGETSBig Names
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BIG BUDGETSBig Names
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BIG BUDGETSBig Names
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A Content Strategy™
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A Content Strategy™
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A Content Strategy™
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A Content Strategy™
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A Content Strategy™
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A Content Strategy™
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A Content Strategy™
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A Content Strategy™
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A Content Strategy™
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A Content Strategy™
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A Content Strategy™
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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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So. How much…MONEY
…do we have budgeted?
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TIME
So. How much…MONEY
…do we have budgeted?
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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
UNIVERSITY
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Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar
FARM EQUIPMENT
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Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar
NON-PROFIT
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FOREVERThe Timeframe is
ENDLESSThe Scope is
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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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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
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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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RESEARCHINTERVIEWS, RESEARCH, AND DISCOVERY
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IS NOT ROCKET SCIENCEResearch
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QUICK GUT CHECKS1.
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QUICK GUT CHECKS1.
Get Curious
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QUICK GUT CHECKS1.
Get Curious
Find an Audience
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QUICK GUT CHECKS1.
Get Curious
Find an Audience
Ask Quality Questions
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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.
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QUICK GUT CHECKS1.
Given [A TASK], what is your first impression?
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QUICK GUT CHECKS1.
Given [A TASK], what is your first impression?
Is this clear enough?
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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
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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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CUSTOMER FEEDBACK3.
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“Were you able to find everything easily on the site today?”
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“Were you able to find everything easily on the site today?”
“No. I searched for a Keulavator twice and it never showed up. I finally found it listed as a hiller.”
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“Were you able to find everything easily on the site today?”
“No. I searched for a Keulavator twice and it never showed up. I finally found it listed as a hiller.”“Why does adding an item to
the shopping cart take me to the shopping cart? I want to keep shopping!”
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“Were you able to find everything easily on the site today?”
“No. I searched for a Keulavator twice and it never showed up. I finally found it listed as a hiller.”“Why does adding an item to
the shopping cart take me to the shopping cart? I want to keep shopping!”
“Yup! Everything is perfect! Carry on!”
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“Were you able to find everything easily on the site today?”
“No. I searched for a Keulavator twice and it never showed up. I finally found it listed as a hiller.”“Why does adding an item to
the shopping cart take me to the shopping cart? I want to keep shopping!”
“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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WRITINGSUUUUUCKS
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BREAK IT APART1.
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Dictate UpdatesPRIORITIES
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“We need to focus first and foremost on admissions content, because that’s where our money comes from.”
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“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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“With this big sale coming up, we need to make sure the checkout process is clearly labelled.”
“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 SOMEONE ELSE3.
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FIND AN INTERN
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FIND AN INTERN
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FIND SITE USERS
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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 AUDIT4.
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AcademicsAdmissionsCampus LifeMajorsAlumni
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AcademicsAdmissionsCampus LifeMajorsAlumni
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AcademicsAdmissionsCampus LifeMajorsAlumni
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URLTitleUpdates
Content
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AcademicsAdmissionsCampus LifeMajorsAlumni
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AcademicsAdmissionsCampus LifeMajorsAlumni
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AcademicsAdmissionsCampus LifeMajorsAlumni
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AcademicsAdmissionsCampus LifeMajorsAlumni
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Academics April
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AcademicsAdmissionsCampus LifeMajorsAlumni
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Academics AprilAdmissions June
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Academics AprilAdmissions JuneCampus Life
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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/nowwhat15
ME? I’M STILL COREY VILHAUER