content for everyone

30.09.15

Content for Everyone

+44 (0) 131 561 7300 | www.bordercrossingmedia.com | Company No: SC 308 978

We specialise in user experience design.

Our services help companies large and small deliver better customer experiences. We do this by concentrating on one thing: finding out what works for your customers.

Problem solved.


User experience encompasses all of the elements and points that (consciously or unconsciously) influence how a person perceives a company, its services and its products.

It includes everything we see, hear and do as well as our emotional reactions.

What is User Experience


How do we write content?

Discover

DefineDesign

Test

Your Target Audience

We take a user centered approach to harnessing new opportunities and solving complex business problems.

This allows us to test ideas and balance your business objectives with customer needs.


GDS a winning example

Winners of the Writing for Design Category 2013https://gds.blog.gov.uk/2013/07/02/pencils/


They thought about their users

Everyone in this room and across the UK!!!

How did they do it?


How do you talk to everyone?

1. Simple

2. Findable

3. Usable

4. Relevant


Simple

Speak in their language!


Simple

• Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.

• Never use a long word where a short one will do.• If it is possible to cut a word out, always cut it out.• Never use the passive where you can use the active.• Never use a foreign phrase, a scientific word, or a jargon word if

you can think of an everyday English equivalent.• Break any of these rules sooner than say anything outright

barbarous.

https://www.writingclasses.com/toolbox/tips-masters/george-orwell-6-questions-6-rules

What am I trying to say?What words will express it?What image or idiom will make it clearer?Is this image fresh enough to have an effect?Could I put it more shortly?Have I said anything that is avoidably ugly?


Simple

How do you know what people would respond to………..

Research

• Use search logs• Ask people directly• Use exit surveys, complaint logs and other feedback

loops• Check Social Media


Simple

UX Principles + Tone of voice + Orwell’s rules = Great writing style!

https://www.gov.uk/design-principles


Findable

People can’t engage with what they can’t find


Findable

What would people use to search for your content?

Label and organise your information from an end user’s perspective

Is it optimised for Search Engines to be able to crawl and index it?

Does your meta data reflect what is on the page?

Do your links work?

Are you sharing it on the right channel?


Usable

If people can’t use your content they will go elsewhere


Usable

Mobile first

Mixture of media

Links that work

Accessible http://www.usability.gov/what-and-why/accessibility.htmlhttp://accessibleux.org/manifesto-for-accessible-user-experience/

Beyond digital

http://www.usability.gov/what-and-why/accessibility.htmlhttp://www.usability.gov/what-and-why/accessibility.html

http://www.usability.gov/what-and-why/accessibility.html


http://accessibleux.org/manifesto-for-accessible-user-experience/

http://accessibleux.org/manifesto-for-accessible-user-experience/




Relevant

If your content is not relevant people will move on


Relevant

Biggest problem facing public sector organisations:

The amount of content you produce and maintain


What do Business Gateway do?

Research Services

Market Intelligenc

e

News Reports

Property Searches

Statistics and Demographic

s

Company lists

Company Reports

Credit Reports

Digital

Mobile app

Website

E-zines

Case studies

Workshops:

2 day start up

Awareness raising

seminarBSU: MarketingNetwo

rkingBSU: PlanningBSU: FinanceIntroduction to Social

MediaBookkeepingMarketing

on a shoestringImportance of

brandingPR on a shoestringSelling

skillsNegotiating skills

Starting a consultan

cy

Improve your search engine

rankings

Introduction to Google

Analytics

Becoming an

employer

Get real results from your website

Plan the perfect webinar

Advertising with Social

Media

PR on a shoestring

Profitable customer

care

Time managem

ent

Business expenses: What can I

claim?

Introduction to email marketing

Growth workshop

sBusiness

information line

Partnerships with professio

nal organisa

tions

Accountancy

Social Media

sessions

HR Surgerie

s

Legal and IP

Support to win

projects

Edinburgh Growth Club

Funds and

financing

East of Scotland

Investment Fund

Start Up Loan fund Edinburgh Connect

Digital voucher

s

Make it to market voucher

By design vouchers

Advisory services

Growth Advisory Service

Lifestyle Advisory Service

High Growth Pipeline

Social enterprise

Charities


Relevant

Audit what you have and find the gaps

Categorise it as to what needs to be updated

Create a touch-point map with version numbers

Monitor the success or failure of your content

Collaborate with Subject Matter Experts


Tips for creating any content

1. Plan it

2. Create it

3. Share it

4. Monitor it


Tips for creating any contentPlan it:



Create it:

1. Simple

2. Findable

3. Usable

4. Relevant



Share it:



Monitor it:


Problem solved.

0131 561 7300

[email protected]

@EstherBCM @BCM_Tweets

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