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Sarah Richardssarahjrichards.com@escmum
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Who’s who?
@escmum
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Who takes care of how a page looks?
@escmum
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Who takes care of how a page behaves?
@escmum
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Who takes care of how a page is found?
@escmum
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Who takes care of navigation?
@escmum
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Who makes sure the site goes on time?
@escmum
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Looks:Behaves:Found:Navigation:Delivery:
@escmum
DesignerDev/designSEO bodIADM
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What is a content strategy?
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“The main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiences. We have to be experts in all aspects of communication in order to do this effectively.”
Rachel Lovinger
http://boxesandarrows.com/content-strategy-the-philosophy-of-data/
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Most important thing: users
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Game time
@escmum
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Type your point in here
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Example: Afghanistan
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“What’s the government’s policy on Afghanistan?”
@escmum
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British Embassy in Kabul
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Ministry of Defence
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Department for International Development
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Stabilisation Unit
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“I don’t know what the government’s policy is on Afghanistan”
@escmum
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Users couldn't care less
which part of government does what
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@escmumSarah Richards
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Sarah Richards @escmum
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All in one place. Brilliant.
@escmum
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Example: Universal
Credit
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Sarah Richards @escmum
Helps over 2m people a year 3,300+ locations 2m more on the phone 16m visits online 22,200+ volunteers
@escmum
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Sarah Richards @escmum
GDS audience: everyone in the UK
Task: sort out a problem/get information
@escmum
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Sarah Richards @escmum
Citizens Advice audience: everyone in the UK
Task: sort out a problem/get information
@escmum
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WRONG
Sarah Richards @escmum@escmum
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Advice is
hard Sarah Richards @escmum@escmum
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People don’t know what the problem is
Sarah Richards @escmum@escmum
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Sarah Richards @escmum@escmum
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Users: please don’t read anything.
Instead, please understand.
@escmum
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“Is this from government....? But I understand it....”
@escmum
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4 points for working with
content people
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1. Content people are … human*
(*I promise)
@escmum
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2. They do stark raving bonkers* things for good reasons
(*that’s subjective)
@escmum
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3. Get them in early
@escmum
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4. Content isn’t a boxed thing
@escmum
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Looks:Behaves:Found:Navigation:Delivery:
@escmum
DesignerDev/designSEO bodIADM
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Working together can stop people
having to use food banks
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Sarah Richardssarahjrichards.com@escmum
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Rachel Lovinger: boxesandarrows.com/content-strategy-the-philosophy-of-data
GDS style guide: gov.uk/guidance/style-guide
GDS design principles:gov.uk/design-principles
Brain traffic blog:blog.braintraffic.com
Sarah Richards @escmum