content strategy for designers: v2
TRANSCRIPT
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Content strategy for designersBrought to you by your friend Alaine Mackenzie For the Style & Class conference on December 13, 2014
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Oh hey, that’s me
Content strategist @yellowpencilweb Occasional Twitter user @alainemack
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Borrowing from content strategy will make you a better designer.
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So what is content strategy, anyway?
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– Kristina Halvorson, “The Discipline of Content Strategy”, A List Apart, 2008
Content strategy is “the practice of planning content creation, delivery, and governance.”
http://www.flickr.com/photos/wparsons/3502120483/
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(Good) content strategy and (good)
design have a lot in common
Irrational love of oxford commas
Irrational love of bezier curves
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Your content strategy arsenal
Content audit Voice and tone Content models Governance plan
Image by Pearson Scott Foresman [Public domain], via Wikimedia Commons
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Content auditFind out what your client has now
Decide if it’s any good
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The content audit for designers:Do an automated inventory
Read everything you can
Get to know the highest priority content and the cobwebs
Ask your client (lots of) questions
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Voice and toneDefine your client’s personality
Understand your users’ emotions Ensure consistency
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Voice and tone for designers:
Make a “this-but-not-that” list
Define your users’ emotions
Make sure words and pictures tell the same story
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Make a “this-but-not-that” list
Fun but not childish Clever but not silly
Confident but not cocky Smart but not stodgy
Cool but not alienating
Kate Kiefer Lee, (amazing) content strategist at MailChimp: voiceandtone.com uxmag.com/articles/the-elements-of-a-style-guide
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Voice and tone for designers:
Make a “this-but-not-that” list
Define your users’ emotions
Make sure words and pictures tell the same story
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Define your users’ emotions
http://voiceandtone.com/public-site/
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Voice and tone for designers:
Make a “this-but-not-that” list
Define your users’ emotions
Make sure words and pictures tell the same story
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Content modelsDefine elements, priorities, and relationships
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Content models for designers:List all the elements you need to design
Prioritize them for client and users
Think about structure
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GovernanceFigure out who will take care of all this stuff
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Governance for designers:Who will request, create, edit, approve, publish,
and maintain this stuff?
What people and skills will you need?
How much effort will it take?
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Your content strategy arsenal
Content audit Voice and tone Content models Governance plan
Image by Pearson Scott Foresman [Public domain], via Wikimedia Commons
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Borrowing from content strategy will make you a better designer.
You can do it!