Download - Small CS: A Shoestring Approach to Content Strategy by Corey Vilhauer (Now What? Conference 2015)
SMALL CS
COREY VILHAUER@mrvilhauer
Now What? Conference 2015
A SHOESTRING APPROACH TO CONTENT STRATEGY
COREY VILHAUERUser Experience Strategist, Blend Interactive
HOORAY!
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
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
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
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
BEING SMALL DOESN’T HAVE TO BE
A DISADVANTAGE
the moral:
CONTENT STRATEGYA Short History Of
BIG BUDGETSBig Names
BIG BUDGETSBig Names
BIG BUDGETSBig Names
BIG BUDGETSBig Names
BIG BUDGETSBig Names
A Content Strategy™
A Content Strategy™
A Content Strategy™
A Content Strategy™
A Content Strategy™
A Content Strategy™
A Content Strategy™
A Content Strategy™
A Content Strategy™
A Content Strategy™
A Content Strategy™
A Content Strategy™
CONTENT STRATEGY IS NOT A THING.
IT IS A PROCESS.
So what’s stopping us?
THE BUDGET
So. How much…MONEY
…do we have budgeted?
TIME
So. How much…MONEY
…do we have budgeted?
TIME
So. How much…MONEY
…do we have budgeted?PRIORITY
WORKING WITHIN RESTRICTIONSWorking Small Means
PROJECT SCOPEHOW WE DETERMINE WHERE TO START
“ALL THE THINGS” SLIDEObligatory
Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar
Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar
UNIVERSITY
Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar
FARM EQUIPMENT
Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar
NON-PROFIT
FOREVERThe Timeframe is
ENDLESSThe Scope is
FOREVERThe Timeframe is
ENDLESSThe Scope is
“GOOD DESIGN TODAY IS BETTER THAN GREAT DESIGN TOMORROW.”
Cennydd Bowles and James Box Undercover User Experience Design
MINIMUM VIABLE STRATEGY?What is our
Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar
Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar
Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar
RESEARCHINTERVIEWS, RESEARCH, AND DISCOVERY
IS NOT ROCKET SCIENCEResearch
QUICK GUT CHECKS1.
QUICK GUT CHECKS1.
Get Curious
QUICK GUT CHECKS1.
Get Curious
Find an Audience
QUICK GUT CHECKS1.
Get Curious
Find an Audience
Ask Quality Questions
QUICK GUT CHECKS1.
Get Curious
Find an Audience
Ask Quality Questions
Choose a Direction
QUICK GUT CHECKS1.
QUICK GUT CHECKS1.
Given [A TASK], what is your first impression?
QUICK GUT CHECKS1.
Given [A TASK], what is your first impression?
Is this clear enough?
QUICK GUT CHECKS1.
Given [A TASK], what is your first impression?
Is this clear enough?
What do you think is the intended action
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?
LEAD DIRECTIONGut Checks
EXISTING RESEARCH2.
GUESS WHAT?But…
CUSTOMER FEEDBACK3.
“Were you able to find everything easily on the site today?”
“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.”
“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!”
“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!”
“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!”
LEARN WHEN TO STOP
“… LISTEN FOR THE SATISFYING CLICK. THAT’S THE SOUND OF THE PIECES
FALLING INTO PLACE …”
Erika Hall Just Enough Research
MAKING THINGSCREATING, EDITING, AND MAINTAINING CONTENT
WRITINGSUUUUUCKS
BREAK IT APART1.
Dictate UpdatesPRIORITIES
“We need to focus first and foremost on admissions content, because that’s where our money comes from.”
“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.”
“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.”
“THERE’S NOTHING INHERENTLY WRONG WITH
TAKING A LITTLE DETOUR ON YOUR WAY TO THE END
GOAL.”Karen McGrane
Content Strategy for Mobile
KEEP A WISH LIST2.
FIND SOMEONE ELSE3.
FIND AN INTERN
FIND AN INTERN
FIND SITE USERS
FIND SITE USERS
FIND OTHER DEPARTMENTS
EFFECTIVE GOVERNANCE REQUIRES A DEMOCRACY,
NOT A DICTATORSHIP
THE ROLLING AUDIT4.
AcademicsAdmissionsCampus LifeMajorsAlumni
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November
2015
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2015
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November
2015
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AcademicsAdmissionsCampus LifeMajorsAlumni
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November
2015
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Academics AprilAdmissions June
AcademicsAdmissionsCampus LifeMajorsAlumni
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2015
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Academics AprilAdmissions JuneCampus Life
Alumni
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November
THE PEP TALKEMBRACE RESTRAINTS. IGNORE YOUR WEIGHT CLASS.
CHAMPIONSBECAME
SMALLER
WEIGHT CLASSIgnore Your
FOR BETTER RESULTSMake Smart Bets
YOU CAN DO THISI AM VERY SERIOUS ABOUT THIS HEADLINE. YOU CAN.
THANK YOU@mrvilhauer
www.eatingelephant.com/nowwhat15
ME? I’M STILL COREY VILHAUER