• © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Build BETTER Content
  • © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ @jcolman Jonathon Colman Content Strategy, Facebook http://twitter.com/jcolman
  • © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Get the full story bit.ly/fixourshit http://bit.ly/fixourshit
  • Stand up if You’re a writer
  • Stand up if You’re a writer You’re a builder
  • Stand up if You’re a writer You’re a builder You’re a researcher
  • Stand up if You’re a writer You’re a builder You’re a researcher You’re a designer
  • © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ hey
  • © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ We should all be standing
  • How we identify ourselves
  • How we identify ourselves Matters © Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
  • 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/
  • Let’s be open
  • 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/
  • We plan for the creation, publication, and governance of useful, usable content. Kristina Halvorson CEO/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/ “
  • We use words and data to create unambiguous content that supports meaningful, interactive experiences. Rachel Lovinger Experience 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/ “
  • Content Strategy is to copywriting as Information architecture is to design. Rachel Lovinger Experience 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/ “
  • We don’t need more content. Sara Wachter-Boettcher Content 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/ “
  • We don’t need more content. We need content that Sara Wachter-Boettcher Content 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/ Does more. “
  • But isn’t Facebook’s content all user-generated?
  • © Facebook - http://newsroom.fb.com/news/2014/11/coming-together-to-fight-ebola/
  • © Facebook - http://newsroom.fb.com/news/2014/11/updating-our-terms-and-policies-helping-you-understand-how-facebook-works-and-how-to-control-your-information/
  • © Facebook - http://newsroom.fb.com/news/2014/10/introducing-safety-check/
  • © Facebook http://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/
  • Language is An interface © Facebook http://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/
  • © Facebook http://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/ Language is Infrastructure concept: Andrew Hinton http://www.slideshare.net/andrewhinton/language-is-infrastructure-for-interactconf-london-2014
  • Let’s be bold
  • 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/
  • 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
  • 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/
  • © 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
  • Let’s be bold © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ content strategy = user experience
  • Let’s be bold © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ content strategy = Design thinking
  • © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ intertwingled
  • intertwingled
  • © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Source: Dan Saffer/Kicker Studio http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/
  • © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) This is content Source: Dan Saffer/Kicker Studio http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/
  • © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Source: Dan Saffer/Kicker Studio http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/
  • © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Content This is design and engineering without Source: Dan Saffer/Kicker Studio http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/
  • © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Source: Dan Saffer/Kicker Studio http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/
  • 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 http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/
  • Let’s be bold © Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Design content as a System concept: Erin Kissane https://vimeo.com/38458933
  • Let’s be bold © Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Design content as a Product concept: Ian Lurie http://www.slideshare.net/wrttnwrd/content-is-a-product-searchfest-2013
  • Let’s be bold © Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Design content as an Experience
  • Listen: “Page views aren’t your goal.” Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-use r-testing /29 Source: Michael Powers http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29
  • “Your goal is your goal.” Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-use r-testing /29 © Bronski Beat - flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ Source: Michael Powers http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29
  • 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 http://psychclassics.yorku.ca/Maslow/motivation.htm
  • 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, Matt Toback http://psychclassics.yorku.ca/Maslow/motivation.htm http://www.scriptorium.com/2014/03/a-hierarchy-of-content-needs/ http://blog.siteimprove.com/web-governance-blog/the-hierarchy-of-content-needs-a-new-model-for-creating-and-assessing-content http://blog.gibbon.co/posts/2014-03-10-ux-hierarchy.html http://www.internap.com/2012/11/14/ux-hierarchy-of-needs/
  • © Skillset.org/Brain Traffic - blog.braintraffic.com/2010/01/behold-the-mighty-hive/ (used with permission) Content needs collaboration across teams Source: Skillset.org/Brain Traffic http://blog.braintraffic.com/2010/01/behold-the-mighty-hive/
  • © 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 http://www.dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/
  • “Build-Measure-Learn” © Eric Ries/The Lean Startup measure Build Learn Source: Eric Ries, The Lean Startup Content is an Experience http://lean.st/principles/build-measure-learn
  • measure Build Learn Data ProductsIdeas “Build-Measure-Learn” © Eric Ries/The Lean Startup that improves with iteration Source: Eric Ries, The Lean Startup http://lean.st/principles/build-measure-learn
  • Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey Single-Loop Learning Organizational action Outcomes But you can’t be lean without learning Concept: Chris Argyris https://hbr.org/1977/09/double-loop-learning-in-organizations/ar/1
  • 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 Norms Assumptions Strategies Organizational action Outcomes Double-Loop Learning Concept: Chris Argyris https://hbr.org/1977/09/double-loop-learning-in-organizations/ar/1
  • © 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
  • Start with the Why why “Start with Why” © Simon Sinek, www.startwithwhy.com Chart: Simon Sinek Make the world more open and connected http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
  • 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 http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
  • Then do the What “Start with Why” © Simon Sinek, www.startwithwhy.com Design, Engineering, Content, Research, marketing, product… how what why Chart: Simon Sinek http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
  • © 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 your content strategy http://www.slideshare.net/jcolman/sine-qua-non-core-values-and-content-strategy
  • © Facebook – facebook.com/careers What we Used to say
  • © Facebook/Analog Research Lab
  • © Facebook/Analog Research Lab
  • © Facebook/Analog Research Lab © Thomas Hawk - flickr.com/photos/thomashawk/9735430146 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
  • What we’ve learned
  • © Facebook/Analog Research Lab
  • © Facebook/Analog Research Lab
  • © Facebook/Analog Research Lab
  • © Facebook/Analog Research Lab
  • © Facebook/Analog Research Lab
  • Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey Single-Loop Learning Norms Assumptions Strategies Organizational action Outcomes Double-Loop Learning Concept: Chris Argyris https://hbr.org/1977/09/double-loop-learning-in-organizations/ar/1
  • What is Minimum Viable Content? Source: Libby Brittain/Sarah O’Keefe https://medium.com/building-potluck/minimum-viable-content-9fa6b64b69d0 http://www.scriptorium.com/2013/12/minimum-viable-content/
  • Ease of Use CraftValue © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Quality framework Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri http://www.strangenative.com/about/ http://www.juliezhuo.com/ https://www.facebook.com/adam
  • Ease of Use CraftValue Quality framework © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri http://www.strangenative.com/about/ http://www.juliezhuo.com/ https://www.facebook.com/adam
  • Ease of Use CraftValue Quality framework © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri http://www.strangenative.com/about/ http://www.juliezhuo.com/ https://www.facebook.com/adam
  • Quality framework © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Ease of Use CraftValue Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri http://www.strangenative.com/about/ http://www.juliezhuo.com/ https://www.facebook.com/adam
  • Chart: Jesse James Garrett © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) The five planes of user experience http://www.jjg.net/elements/
  • where content is seen and used © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: Jesse James Garrett http://www.jjg.net/elements/
  • Where content is modeled and built © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: Jesse James Garrett http://www.jjg.net/elements/
  • Where content is proposed and planned © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: Jesse James Garrett http://www.jjg.net/elements/
  • © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Where Content Strategy Happens Chart: Jesse James Garrett http://www.jjg.net/elements/
  • The path from strategy to surface is
  • 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/
  • © Facebook/Content Strategy Our Content Principles Use plain language and be concise.
  • 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
  • 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
  • Does this sound like us? Error 24601: Neg Fault Config ^n2.1x
  • Does this sound like us? Error 24601: Neg Fault Config ^n2.1x LOLz, 404 #YOLO
  • 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.
  • Sorry, there’s a temporary issue with your post. Please try again in a minute.
  • Sorry, there’s a temporary issue with your post. Please try again in a minute. What happened?
  • Sorry, there’s a temporary issue with your post. Please try again in a minute. Where did it happen?
  • Sorry, there’s a temporary issue with your post. Please try again in a minute. What should I do next?
  • Sorry, there’s a temporary issue with your post. Please try again in a minute. When?
  • Sorry, there’s a temporary issue with your post. Please try again in a minute. Oh No! Did I do something wrong? Great! So it’s OKAY? How long will all this take? will I lose my work?
  • Sorry, there’s a temporary issue with your post. Please try again in a minute. fear Relief Impatience Anxiety
  • 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
  • What I’ve learned from THREE products © Allyde Winters – flickr.com/photos/allywin13/13568230105 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
  • Saved Less is more difficult © Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
  • © Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/ Saved Don’t get in the way
  • Saved Make the most of small spaces © Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
  • Login The best content is invisible © Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
  • Login show examples, not concepts © Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
  • Login Break Apart big decisions © Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
  • Nearby Friends Empathy is hard © Facebook
  • Nearby Friends Let people opt-in © Facebook
  • Nearby Friends give them control © Facebook
  • Optional and opt-in Shows you value upfront Offers you clear choices Easy to opt-out Content Strategy outcomes
  • We planned for these experiences © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: Jesse James Garrett http://www.jjg.net/elements/
  • So we could build them © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: Jesse James Garrett http://www.jjg.net/elements/
  • For people to use © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: Jesse James Garrett http://www.jjg.net/elements/
  • © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) This is where Content Strategy Happens Chart: Jesse James Garrett http://www.jjg.net/elements/
  • Let’s Stand up for Value © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri http://www.strangenative.com/about/ http://www.juliezhuo.com/ https://www.facebook.com/adam
  • Let’s Stand up for Value Ease of Use © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri http://www.strangenative.com/about/ http://www.juliezhuo.com/ https://www.facebook.com/adam
  • Let’s Stand up for Value Ease of Use Craft © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri http://www.strangenative.com/about/ http://www.juliezhuo.com/ https://www.facebook.com/adam
  • © Facebook/Analog Research Lab Let’s Stand up for
  • why how what “Start with Why” © Simon Sinek, www.startwithwhy.com Let’s Stand up for Starting with Why Chart: Simon Sinek http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
  • © 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 User experience Design thinking
  • © 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 Intertwingling
  • Let’s Stand up for Better content
  • Let’s Stand up for Better content
  • Let’s Stand up for Better content
  • Let’s Stand up for Better content
  • Let’s Stand up for Better content
  • Let’s Stand up for Better content
  • Let’s Stand up for Better content
  • Let’s Stand up for Better content
  • © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ hey
  • © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ We should all be standing
  • © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Build BETTER Content
  • © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ @jcolman Jonathon Colman Content Strategy, Facebook http://twitter.com/jcolman
  • © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Get the full story bit.ly/fixourshit http://bit.ly/fixourshit
  • © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ 200+ free Content strategy resources bit.ly/epic-cs http://bit.ly/epic-cs
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Build. Better. Content!

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  • © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Build BETTER Content
  • © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ @jcolman Jonathon Colman Content Strategy, Facebook http://twitter.com/jcolman
  • © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Get the full story bit.ly/fixourshit http://bit.ly/fixourshit
  • Stand up if You’re a writer
  • Stand up if You’re a writer You’re a builder
  • Stand up if You’re a writer You’re a builder You’re a researcher
  • Stand up if You’re a writer You’re a builder You’re a researcher You’re a designer
  • © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ hey
  • © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ We should all be standing
  • How we identify ourselves
  • How we identify ourselves Matters © Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
  • 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/
  • Let’s be open
  • 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/
  • We plan for the creation, publication, and governance of useful, usable content. Kristina Halvorson CEO/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/ “
  • We use words and data to create unambiguous content that supports meaningful, interactive experiences. Rachel Lovinger Experience 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/ “
  • Content Strategy is to copywriting as Information architecture is to design. Rachel Lovinger Experience 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/ “
  • We don’t need more content. Sara Wachter-Boettcher Content 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/ “
  • We don’t need more content. We need content that Sara Wachter-Boettcher Content 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/ Does more. “
  • But isn’t Facebook’s content all user-generated?
  • © Facebook - http://newsroom.fb.com/news/2014/11/coming-together-to-fight-ebola/
  • © Facebook - http://newsroom.fb.com/news/2014/11/updating-our-terms-and-policies-helping-you-understand-how-facebook-works-and-how-to-control-your-information/
  • © Facebook - http://newsroom.fb.com/news/2014/10/introducing-safety-check/
  • © Facebook http://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/
  • Language is An interface © Facebook http://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/
  • © Facebook http://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/ Language is Infrastructure concept: Andrew Hinton http://www.slideshare.net/andrewhinton/language-is-infrastructure-for-interactconf-london-2014
  • Let’s be bold
  • 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/
  • 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
  • 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/
  • © 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
  • Let’s be bold © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ content strategy = user experience
  • Let’s be bold © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ content strategy = Design thinking
  • © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ intertwingled
  • intertwingled
  • © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Source: Dan Saffer/Kicker Studio http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/
  • © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) This is content Source: Dan Saffer/Kicker Studio http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/
  • © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Source: Dan Saffer/Kicker Studio http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/
  • © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Content This is design and engineering without Source: Dan Saffer/Kicker Studio http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/
  • © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Source: Dan Saffer/Kicker Studio http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/
  • 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 http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/
  • Let’s be bold © Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Design content as a System concept: Erin Kissane https://vimeo.com/38458933
  • Let’s be bold © Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Design content as a Product concept: Ian Lurie http://www.slideshare.net/wrttnwrd/content-is-a-product-searchfest-2013
  • Let’s be bold © Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Design content as an Experience
  • Listen: “Page views aren’t your goal.” Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-use r-testing /29 Source: Michael Powers http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29
  • “Your goal is your goal.” Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-use r-testing /29 © Bronski Beat - flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ Source: Michael Powers http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing/29
  • 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 http://psychclassics.yorku.ca/Maslow/motivation.htm
  • 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, Matt Toback http://psychclassics.yorku.ca/Maslow/motivation.htm http://www.scriptorium.com/2014/03/a-hierarchy-of-content-needs/ http://blog.siteimprove.com/web-governance-blog/the-hierarchy-of-content-needs-a-new-model-for-creating-and-assessing-content http://blog.gibbon.co/posts/2014-03-10-ux-hierarchy.html http://www.internap.com/2012/11/14/ux-hierarchy-of-needs/
  • © Skillset.org/Brain Traffic - blog.braintraffic.com/2010/01/behold-the-mighty-hive/ (used with permission) Content needs collaboration across teams Source: Skillset.org/Brain Traffic http://blog.braintraffic.com/2010/01/behold-the-mighty-hive/
  • © 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 http://www.dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/
  • “Build-Measure-Learn” © Eric Ries/The Lean Startup measure Build Learn Source: Eric Ries, The Lean Startup Content is an Experience http://lean.st/principles/build-measure-learn
  • measure Build Learn Data ProductsIdeas “Build-Measure-Learn” © Eric Ries/The Lean Startup that improves with iteration Source: Eric Ries, The Lean Startup http://lean.st/principles/build-measure-learn
  • Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey Single-Loop Learning Organizational action Outcomes But you can’t be lean without learning Concept: Chris Argyris https://hbr.org/1977/09/double-loop-learning-in-organizations/ar/1
  • 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 Norms Assumptions Strategies Organizational action Outcomes Double-Loop Learning Concept: Chris Argyris https://hbr.org/1977/09/double-loop-learning-in-organizations/ar/1
  • © 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
  • Start with the Why why “Start with Why” © Simon Sinek, www.startwithwhy.com Chart: Simon Sinek Make the world more open and connected http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
  • 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 http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
  • Then do the What “Start with Why” © Simon Sinek, www.startwithwhy.com Design, Engineering, Content, Research, marketing, product… how what why Chart: Simon Sinek http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
  • © 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 your content strategy http://www.slideshare.net/jcolman/sine-qua-non-core-values-and-content-strategy
  • © Facebook – facebook.com/careers What we Used to say
  • © Facebook/Analog Research Lab
  • © Facebook/Analog Research Lab
  • © Facebook/Analog Research Lab © Thomas Hawk - flickr.com/photos/thomashawk/9735430146 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
  • What we’ve learned
  • © Facebook/Analog Research Lab
  • © Facebook/Analog Research Lab
  • © Facebook/Analog Research Lab
  • © Facebook/Analog Research Lab
  • © Facebook/Analog Research Lab
  • Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey Single-Loop Learning Norms Assumptions Strategies Organizational action Outcomes Double-Loop Learning Concept: Chris Argyris https://hbr.org/1977/09/double-loop-learning-in-organizations/ar/1
  • What is Minimum Viable Content? Source: Libby Brittain/Sarah O’Keefe https://medium.com/building-potluck/minimum-viable-content-9fa6b64b69d0 http://www.scriptorium.com/2013/12/minimum-viable-content/
  • Ease of Use CraftValue © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Quality framework Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri http://www.strangenative.com/about/ http://www.juliezhuo.com/ https://www.facebook.com/adam
  • Ease of Use CraftValue Quality framework © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri http://www.strangenative.com/about/ http://www.juliezhuo.com/ https://www.facebook.com/adam
  • Ease of Use CraftValue Quality framework © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri http://www.strangenative.com/about/ http://www.juliezhuo.com/ https://www.facebook.com/adam
  • Quality framework © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Ease of Use CraftValue Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri http://www.strangenative.com/about/ http://www.juliezhuo.com/ https://www.facebook.com/adam
  • Chart: Jesse James Garrett © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) The five planes of user experience http://www.jjg.net/elements/
  • where content is seen and used © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: Jesse James Garrett http://www.jjg.net/elements/
  • Where content is modeled and built © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: Jesse James Garrett http://www.jjg.net/elements/
  • Where content is proposed and planned © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: Jesse James Garrett http://www.jjg.net/elements/
  • © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Where Content Strategy Happens Chart: Jesse James Garrett http://www.jjg.net/elements/
  • The path from strategy to surface is
  • 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/
  • © Facebook/Content Strategy Our Content Principles Use plain language and be concise.
  • 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
  • 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
  • Does this sound like us? Error 24601: Neg Fault Config ^n2.1x
  • Does this sound like us? Error 24601: Neg Fault Config ^n2.1x LOLz, 404 #YOLO
  • 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.
  • Sorry, there’s a temporary issue with your post. Please try again in a minute.
  • Sorry, there’s a temporary issue with your post. Please try again in a minute. What happened?
  • Sorry, there’s a temporary issue with your post. Please try again in a minute. Where did it happen?
  • Sorry, there’s a temporary issue with your post. Please try again in a minute. What should I do next?
  • Sorry, there’s a temporary issue with your post. Please try again in a minute. When?
  • Sorry, there’s a temporary issue with your post. Please try again in a minute. Oh No! Did I do something wrong? Great! So it’s OKAY? How long will all this take? will I lose my work?
  • Sorry, there’s a temporary issue with your post. Please try again in a minute. fear Relief Impatience Anxiety
  • 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
  • What I’ve learned from THREE products © Allyde Winters – flickr.com/photos/allywin13/13568230105 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
  • Saved Less is more difficult © Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
  • © Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/ Saved Don’t get in the way
  • Saved Make the most of small spaces © Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
  • Login The best content is invisible © Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
  • Login show examples, not concepts © Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
  • Login Break Apart big decisions © Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
  • Nearby Friends Empathy is hard © Facebook
  • Nearby Friends Let people opt-in © Facebook
  • Nearby Friends give them control © Facebook
  • Optional and opt-in Shows you value upfront Offers you clear choices Easy to opt-out Content Strategy outcomes
  • We planned for these experiences © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: Jesse James Garrett http://www.jjg.net/elements/
  • So we could build them © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: Jesse James Garrett http://www.jjg.net/elements/
  • For people to use © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: Jesse James Garrett http://www.jjg.net/elements/
  • © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) This is where Content Strategy Happens Chart: Jesse James Garrett http://www.jjg.net/elements/
  • Let’s Stand up for Value © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri http://www.strangenative.com/about/ http://www.juliezhuo.com/ https://www.facebook.com/adam
  • Let’s Stand up for Value Ease of Use © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri http://www.strangenative.com/about/ http://www.juliezhuo.com/ https://www.facebook.com/adam
  • Let’s Stand up for Value Ease of Use Craft © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer, Julie Zhuo, Adam Mosseri http://www.strangenative.com/about/ http://www.juliezhuo.com/ https://www.facebook.com/adam
  • © Facebook/Analog Research Lab Let’s Stand up for
  • why how what “Start with Why” © Simon Sinek, www.startwithwhy.com Let’s Stand up for Starting with Why Chart: Simon Sinek http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
  • © 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 User experience Design thinking
  • © 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 Intertwingling
  • Let’s Stand up for Better content
  • Let’s Stand up for Better content
  • Let’s Stand up for Better content
  • Let’s Stand up for Better content
  • Let’s Stand up for Better content
  • Let’s Stand up for Better content
  • Let’s Stand up for Better content
  • Let’s Stand up for Better content
  • © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ hey
  • © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ We should all be standing
  • © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Build BETTER Content
  • © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ @jcolman Jonathon Colman Content Strategy, Facebook http://twitter.com/jcolman
  • © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Get the full story bit.ly/fixourshit http://bit.ly/fixourshit
  • © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ 200+ free Content strategy resources bit.ly/epic-cs http://bit.ly/epic-cs
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