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What's Next: Content Strategy in Experience Design

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Content strategy has been a formal discipline for almost two decades, but many teams still struggle to integrate high-quality content into their digital experiences. In this webinar, we discuss the role of user-centered content planing and creation in experience design and digital transformation.

Publié dans : Marketing

What's Next: Content Strategy in Experience Design

  1. 1. Powered by What’s Next: Content Strategy in Experience Design
  2. 2. Welcome Melissa Sepe Principal Experience Designer Ogilvy José Arteaga Creative Digital Strategist Ogilvy Consulting
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com
  5. 5. Hello! 
 Thanks for joining.
  6. 6. July 20, 2018 6 WHAT TO EXPECT • How content fits into experience design • Our approach to user-centered content • Tips for content specialists, designers, and other team members who want to work better and faster together
  7. 7. This session is not about 
 content marketing. DISCLAIMER
  9. 9. July 20, 2018 9 CONTENT STRATEGY ISN’T NEW, EITHER!
  10. 10. July 20, 2018 10 AND YET WE’RE STILL STRUGGLING WITH 
 OUR CONTENT. • “The content didn’t fit into our designs, so then we had to rework them.” • “Our subject matter expert gave us a pile of jargon and wanted it to go directly onto the site.” • “We wrote rounds and rounds of copy but kept getting conflicting feedback.” • “The site launched late…really, really late.”
  11. 11. July 20, 2018 11 IT CAN FEEL BETTER TO 
 START WITH DESIGN. • It’s exciting, beautiful, and tangible • Everyone can provide feedback at once • It feels like progress
  12. 12. July 20, 2018 12 BUT WE OFTEN
 FORGET TO ASK: • What information lives in this design? • Are we sure that’s the right content? • Who’s going to own it? • How will we know it’s working? • Does anyone even care about this?
  13. 13. July 20, 2018 “Content is the entire reason why people come to the design in the first place. 13 - Steph Hay, VP of Design, Capital One
  14. 14. July 20, 2018 14 ON CONTENT STRATEGY IN DIGITAL TRANSFORMATION • No matter the goal, someone’s content is going to be affected • We’re asking more of our content than ever before, but that takes readiness, planning, and the right technology • Content strategy drives cross-team conversations, asking: 
 “Why this?” 
 “Where are we today?” 
 “Where are the gaps?” 
 “What are the alternatives?”
  15. 15. July 20, 2018 We discovered the secret to super-easy, super- fast, amazing content…and you’ll never believe what happened next! 15
  16. 16. “ July 20, 2018 Good content isn’t magic. It takes planning and time. - Karen McGrane @ UX Melbourne, 2010 16
  17. 17. …start working on content after design is well underway? …focus mainly on the content that satisfies our own business goals? …assume we know what information our users are looking for? …organize our content based on how our business works? …don’t test content with users because there’s no budget/time/buy-in? What happens when we… July 20, 2018
  18. 18. July 20, 2018 https://xkcd.com/773/
  19. 19. • High bounce/exit rate • Low conversion or engagement rate • Low % of qualified leads • High call center volume • Frequent user errors • Negative reviews and social posts • Poor CSAT and NPS scores Signs your content isn’t working: July 20, 2018
  20. 20. “ July 20, 2018 If you think good design is expensive, you should look at the cost of bad design. - Dr. Ralf Speth, CEO, Jaguar 20 content content
  21. 21. Got it. Content is important. Now what?
  22. 22. Get comfortable with 
 uncomfortable conversations. WHY IT MATTERS Practicing content strategy is change management. 
 It takes courage to ask “why” and say “no.” FIRST
  23. 23. July 20, 2018 Evaluate the content you have. Listen to your users and understand their content journey. Build a strong foundation. Set goals, prioritize, and bring content to the table on day 1. Collaborate across disciplines and between teams to create content rapidly, thoughtfully, and iteratively. 23 DISCOVER CREATEALIGN
  24. 24. ALIGN
  25. 25. ALIGN WHY IT MATTERS Starting design and dev without involving content creates debt that someone will have to pay later. Start thinking about content upfront to avoid pain later.
  26. 26. July 20, 2018 EARLY-STAGE PLANNING QUESTIONS • Who created our current content? What did we learn from that process? • Do we have a clear brand voice? How does it translate to digital experiences? • What content resources do we have on our team? Will they be able to work on this effort?
  27. 27. July 20, 2018 CONTENT-FOCUSED STAKEHOLDER INTERVIEWS • How much content do you currently publish? Will that increase, decrease, or stay the same? • How often do you update your content? • How long does it take to get a new content initiative published? • If this experience went away tomorrow, what effect would it have on the business?
  28. 28. ALIGN WHY IT MATTERS If you figure the marketer who’s juggling 10 other projects 
 can just whip up some copy for the new website, 
 have fun launching 18 months from never. Don’t assume that the content 
 will just happen.
  29. 29. July 20, 2018 29 SAMPLE ROLES + RESPONSIBILITIES Content Gathering Copy Creation Copy Approval Proofreading & Copy Edits Page Design 
 & Construction CMS Content Entry Image Selection Image Editing & Uploading Technology Support Pre-launch QA Thought Leadership 
 Migration Design Review 
 & Approval
  30. 30. ALIGN WHY IT MATTERS A north star steers the team in the right direction and 
 helps you say “no” when needed. Define (and distribute) clear goals and a vision for success.
  31. 31. July 20, 2018 31 CONTENT VISION STATEMENT TEMPLATE In order to BUSINESS GOAL, we will provide USER TYPE with CONTENT DESCRIPTION so they can USER GOAL.
  32. 32. July 20, 2018 32 SAMPLE CONTENT 
 VISION STATEMENT In order to attract the most qualified candidates, we will provide highly skilled technology professionals with visually rich narrative examples of our office, teams, and career tracks so they can understand what it’s like to work here and how we can help them grow in their careers.
  33. 33. DISCOVER
  34. 34. Make content a priority when researching and mapping the customer journey. WHY IT MATTERS Pain points in the customer journey are often due to
 missing or inappropriate content. DISCOVER
  35. 35. Ask “What do our users need?”— not just “What do we want them to know?” WHY IT MATTERS Your users’ needs aren’t the same as your business goals. Don’t sacrifice the former for the latter. DISCOVER
  36. 36. July 20, 2018 36 USER NEEDS BRAINSTORM How did this person get here? What prior knowledge do they have? What are they trying to do or learn? Where do they need to go next? What questions do they have?
  37. 37. Gather and evaluate what you already have. WHY IT MATTERS Auditing your content ecosystem can help your team work smarter and faster. Great content can lurk in unexpected places. DISCOVER
  38. 38. July 20, 2018 38 CONTENT MAPPING What can we keep? What needs to be transformed? What are we missing? What can we archive?
  39. 39. CREATE
  40. 40. Prioritize ruthlessly 
 and be realistic. WHY IT MATTERS 1) Your users are busy. Respect their time. 2) An ambitious content plan is useless if it’s not compatible with your team’s skills, availability, and timeline. CREATE
  41. 41. Work content-first to accelerate progress. WHY IT MATTERS Getting a clear sense of the content upfront reduces risk and makes everyone’s lives easier. CREATE
  42. 42. July 20, 2018 42 DON’T “Hi [writer], can you put some copy in the prototype 
 for this new feature?” DO “Hi [writer], we’re going to start sketching this new feature. Are you free to help?”
  43. 43. July 20, 2018 CONTENT
  44. 44. July 20, 2018 MODULAR 
  45. 45. Test your content 
 before launch. Measure and refine over time. WHY IT MATTERS Testing with real users ensures your content is understandable, useful, and valuable. Ongoing measurement helps you keep improving after launch. CREATE
  46. 46. July 20, 2018 Evaluate the content you have. Listen to your users and understand their content journey. Build a strong foundation. Set goals, prioritize, and bring content to the table on day 1. Collaborate across disciplines and between teams to create content rapidly, thoughtfully, and iteratively. 46 DISCOVER CREATEALIGN
  47. 47. Questions? José Arteaga Creative Digital Strategist Ogilvy Consulting Melissa Sepe Principal Experience Designer Ogilvy
  48. 48. Thank you.