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©	Billy	 Rowlinson – flickr.com/photos/billyrowlinson/3193773937	 				Creative	Commons	license:	https://creativecommons.or...
©	Billy	 Rowlinson – flickr.com/photos/billyrowlinson/3193773937	 				Creative	Commons	license:	https://creativecommons.or...
©	Billy	 Rowlinson – flickr.com/photos/billyrowlinson/3193773937	 				Creative	Commons	license:	https://creativecommons.or...
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/b...
©	Thomas	Hawk	– flickr.com/photos/thomashawk/11100543796	 	 Creative	Commons	license:	https://creativecommons.org/licenses...
How we identifyourselves
How we identifyourselves
Matters
©	Brian	 Kingsley	– flickr.com/photos/canihazit/7924965536	 				Creative	Commons	license:...
We work best when we’re
Open andbold
©	Brian	 Kingsley	– flickr.com/photos/canihazit/7924965536	 				Creative	Commons	lice...
Let’sbe open
Let’sbe open
I’m a content
strategist
©	Billy	 Rowlinson – flickr.com/photos/billyrowlinson/3193773937	 				Creative	Commo...
We planfor the creation,
publication, andgovernance
of useful, usable content.
Kristina Halvorson
CEO/Founder,Brain traffi...
We use wordsand data tocreate
unambiguouscontentthatsupports
meaningful,interactive experiences.
Rachel Lovinger
Experienc...
ContentStrategy is tocopywritingas
Information architectureis todesign.
Rachel Lovinger
ExperienceDirector, Razorfish
Quot...
We don’t need more content.
Sara Wachter-Boettcher
ContentStrategist
Author, ContentEverywhere
Quote	by	Sara	Wachter-Boett...
We don’t need more content.
We need contentthat
Sara Wachter-Boettcher
ContentStrategist
Author, ContentEverywhere
Quote	b...
But isn’t Facebook’scontent
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...
©	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...
Language is
An interface
©	Facebook
http://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/	 			 ht...
©	Facebook
http://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/	 			 http://newsroom.fb.com/news...
Let’sbe bold
Let’sbe bold
content strategy ≠
copywriting
©	Simon	Greig flickr.com/photos/xrrr/2349212841	 				Creative	Commons	license:...
Let’sbe bold
©	Simon	Greig flickr.com/photos/xrrr/2349212841	 				Creative	Commons	license:	https://creativecommons.org/li...
Let’sbe bold
content strategy ≠
content marketing
©	Simon	Greig flickr.com/photos/xrrr/2349212841	 				Creative	Commons	li...
©	K@_UX	– flickr.com/photos/k2_ux/8447614776					Creative	Commons	license:	https://creativecommons.org/licenses/by-nc-nd/2...
Let’sbe bold
©	K@_UX	– flickr.com/photos/k2_ux/8447614776					Creative	Commons	license:	https://creativecommons.org/licens...
Let’sbe bold
©	K@_UX	– flickr.com/photos/k2_ux/8447614776					Creative	Commons	license:	https://creativecommons.org/licens...
©	K@_UX	– flickr.com/photos/k2_ux/8447614776					Creative	Commons	license:	https://creativecommons.org/licenses/by-nc-nd/2...
intertwingled
©	Dan	Saffer/Kicker	Studio	- kickerstudio.com/2008/12/the-disciplines-of-user-experience/	 (used	with	permission)
Source: ...
©	Dan	Saffer/Kicker	Studio	- kickerstudio.com/2008/12/the-disciplines-of-user-experience/	 (used	with	permission)
This is ...
©	Dan	Saffer/Kicker	Studio	- kickerstudio.com/2008/12/the-disciplines-of-user-experience/	 (used	with	permission)
Source: ...
©	Dan	Saffer/Kicker	Studio	- kickerstudio.com/2008/12/the-disciplines-of-user-experience/	 (used	with	permission)
Content
...
©	Dan	Saffer/Kicker	Studio	- kickerstudio.com/2008/12/the-disciplines-of-user-experience/	 (used	with	permission)
Source: ...
This is content
Strategy
©	Dan	Saffer/Kicker	Studio	- kickerstudio.com/2008/12/the-disciplines-of-user-experience/	 (used	...
Let’sbe bold
©	Bruce	Irving	- flickr.com/photos/flyingsinger/86898565	 				Creative	Commons	license:	https://creativecommo...
Let’sbe bold
©	Bruce	Irving	- flickr.com/photos/flyingsinger/86898565	 				Creative	Commons	license:	https://creativecommo...
Let’sbe bold
©	Bruce	Irving	- flickr.com/photos/flyingsinger/86898565	 				Creative	Commons	license:	https://creativecommo...
Listen:
“Page viewsaren’t
yourgoal.”
Quote	by	Michael	Powers	- http://www.slideshare.net/michaelpowers/better-content-with...
“Yourgoal is
yourgoal.”
Quote	by	Michael	Powers	- http://www.slideshare.net/michaelpowers/better-content-with-analytics-an...
Self-
actualization
Esteem
Love &Belonging
Safety
Physiological
A.H.	Maslow	(1943).	“A	Theory	of	Human	Motivation”.	Psycho...
Joy
Usability
Accessibility
Core Functionality
Purpose
A.H.	Maslow	(1943).	“A	Theory	of	Human	Motivation”.	Psychological	R...
©	Skillset.org/Brain	 Traffic	- blog.braintraffic.com/2010/01/behold-the-mighty-hive/	(used	with	permission)
Content needs...
©	Erin	Scime/DopeData.com	- dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/	(used	with	permission)
C...
“Build-Measure-Learn”	©	Eric	Ries/The	 Lean	Startup
measure
Build
Learn
Source: Eric Ries,TheLeanStartup
Content is an
Exp...
measure
Build
Learn
Data
ProductsIdeas
“Build-Measure-Learn”	©	Eric	Ries/The	 Lean	Startup
that improves
with iteration
So...
Choo,	 C.W.	(1998).	Information	Management	for	the	Intelligent	Organization	(2nd	ed.).	Information	Today,	Inc.:	Medford,	N...
Choo,	 C.W.	(1998).	Information	Management	for	the	Intelligent	Organization	(2nd	ed.).	Information	Today,	Inc.:	Medford,	N...
©	Thomas	Hawk	- flickr.com/photos/thomashawk/14875780140/	 				Creative	Commons	license:	https://creativecommons.org/licen...
Start with theWhy
why
“Start	with	Why”	©	Simon	Sinek,	www.startwithwhy.com
Chart: SimonSinek
Make the world
more openand
c...
Continuewith theHow
“Start	with	Why”	©	Simon	Sinek,	www.startwithwhy.com
connectwith friends,
discover theworld,
sharehow ...
Then do theWhat
“Start	with	Why”	©	Simon	Sinek,	www.startwithwhy.com
Design, Engineering,
Content, Research,
marketing, pr...
©	Facebook	– facebook.com/careers
Ourcorevalues
Focuson Impact
Be open
Be Bold
Build Social value
Move fast
Seewhy core va...
©	Facebook	– facebook.com/careers
Whatwe
Used to say
©	Facebook/Analog	Research	Lab
©	Facebook/Analog	Research	Lab
©	Facebook/Analog	Research	Lab																																																		©	Thomas	Hawk - flickr.com/photos/thomasha...
Whatwe’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,	N...
What is
MinimumViable
Content?
Source: Libby Brittain/SarahO’Keefe
Ease of
Use
CraftValue
©	Facebook/Analog	Research	Lab	— Russ	Maschmeyer,	Julie	Zhuo,	and	Adam	Mosseri
Quality framework
So...
Ease of
Use
CraftValue
Quality framework
©	Facebook/Analog	Research	Lab	— Russ	Maschmeyer,	Julie	Zhuo,	and	Adam	Mosseri
So...
Ease of
Use
CraftValue
Quality framework
©	Facebook/Analog	Research	Lab	— Russ	Maschmeyer,	Julie	Zhuo,	and	Adam	Mosseri
So...
Quality framework
©	Facebook/Analog	Research	Lab	— Russ	Maschmeyer,	Julie	Zhuo,	and	Adam	Mosseri
Ease of
Use
CraftValue
So...
Chart: JesseJamesGarrett
©	Jesse	James	Garrett,	The	Elements	of	User	Experience	- http://www.jjg.net/elements/	 (used	with...
where content is
seenand used
©	Jesse	James	Garrett,	The	Elements	of	User	Experience	- http://www.jjg.net/elements/	 (used...
Where content is
modeledand built
©	Jesse	James	Garrett,	The	Elements	of	User	Experience	- http://www.jjg.net/elements/	 (...
Where content is
proposed and planned
©	Jesse	James	Garrett,	The	Elements	of	User	Experience	- http://www.jjg.net/elements...
©	Jesse	James	Garrett,	The	Elements	of	User	Experience	- http://www.jjg.net/elements/	 (used	with	permission)
Where
Conten...
The path fromstrategy tosurface is
The path fromstrategy tosurface is
Non-Linear
©	Daniel	Olnes - flickr.com/photos/dno1967b/14785722509	 				Creative	Common...
©	Facebook/Content	Strategy
OurContentPrinciples
Use	plain	language	and	be	
concise.
OurContentPrinciples
Use	plain	language	and	be	
concise.
Clearly	explain	how	things	
work	and	give	people	enough	
info	to	...
OurContentPrinciples
Use	plain	language	and	be	
concise.
Clearly	explain	how	things	
work	and	give	people	enough	
info	to	...
Does this sound like us?
Error24601:Neg FaultConfig ^n2.1x
Does this sound like us?
Error24601:Neg FaultConfig ^n2.1x
LOLz,404 #YOLO
Does this sound like us?
Error24601:Neg FaultConfig ^n2.1x
LOLz,404 #YOLO
Sorry,there’s atemporary issue withyour
post. Pl...
Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
Whathappened?
Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
Where did it happen?
Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
Whatshould
I do next?
Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
When?
Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
Oh No!Did I do
something wrong?
Great! So
it’s OK...
Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
fear
Relief Impatience
Anxiety
Use	plain	language	and	be	
concise.
Clearly	explain	how	things	
work	and	give	people	enough	
info	to	make	good	decisions.
...
What I’ve learned
from THREE
products
©	Allyde Winters	 – flickr.com/photos/allywin13/13568230105	 				Creative	Commons	li...
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 getin 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...
Login
show examples,
not concepts
©	Facebook	- http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-u...
Login
Break Apart
bigdecisions
©	Facebook	- http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-upda...
Nearby Friends
Empathyis 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 clearchoices
Easy to opt-out
ContentStrategy outcomes
We plannedfor
these experiences
©	Jesse	James	Garrett,	The	Elements	of	User	Experience	- http://www.jjg.net/elements/	 (us...
So we could
buildthem
©	Jesse	James	Garrett,	The	Elements	of	User	Experience	- http://www.jjg.net/elements/	 (used	with	pe...
Forpeople
to use
©	Jesse	James	Garrett,	The	Elements	of	User	Experience	- http://www.jjg.net/elements/	 (used	with	permiss...
©	Jesse	James	Garrett,	The	Elements	of	User	Experience	- http://www.jjg.net/elements/	 (used	with	permission)
This is wher...
Let’sStand upfor
Value
©	Facebook/Analog	Research	Lab	— Russ	Maschmeyer,	Julie	Zhuo,	and	Adam	Mosseri
Source: Russ Maschme...
Let’sStand upfor
Value
Easeof Use
©	Facebook/Analog	Research	Lab	— Russ	Maschmeyer,	Julie	Zhuo,	and	Adam	Mosseri
Source: R...
Let’sStand upfor
Value
Easeof Use
Craft
©	Facebook/Analog	Research	Lab	— Russ	Maschmeyer,	Julie	Zhuo,	and	Adam	Mosseri
Sou...
©	Facebook/Analog	Research	Lab
Let’sStand upfor
why
how
what
“Start	with	Why”	©	Simon	Sinek,	www.startwithwhy.com
Let’sStand upfor
Starting
with Why
Chart: SimonSinek
©	K@_UX	– flickr.com/photos/k2_ux/8447614776					Creative	Commons	license:	https://creativecommons.org/licenses/by-nc-nd/2...
©	K@_UX	– flickr.com/photos/k2_ux/8447614776					Creative	Commons	license:	https://creativecommons.org/licenses/by-nc-nd/2...
Let’sStand upfor
Better content
Let’sStand upfor
Better content
Let’sStand upfor
Better content
Let’sStand upfor
Better content
Let’sStand upfor
Better content
Let’sStand upfor
Better content
Let’sStand upfor
Better content
Let’sStand upfor
Better content
©	Thomas	Hawk	– flickr.com/photos/thomashawk/11100543796	 Creative	Commons	license:	https://creativecommons.org/licenses/b...
©	Thomas	Hawk	– flickr.com/photos/thomashawk/11100543796	 	 Creative	Commons	license:	https://creativecommons.org/licenses...
©	Billy	 Rowlinson – flickr.com/photos/billyrowlinson/3193773937	 				Creative	Commons	license:	https://creativecommons.or...
©	Billy	 Rowlinson – flickr.com/photos/billyrowlinson/3193773937	 				Creative	Commons	license:	https://creativecommons.or...
©	Billy	 Rowlinson – flickr.com/photos/billyrowlinson/3193773937	 				Creative	Commons	license:	https://creativecommons.or...
©	Billy	 Rowlinson – flickr.com/photos/billyrowlinson/3193773937	 				Creative	Commons	license:	https://creativecommons.or...
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