what does content first really mean?

43
© Weave Web Communications 2014 www.weaveweb.com.au What does Content First really mean? Angus Gordon Content strategist Weave Web Communications, Melbourne @WeAreWeave

Upload: angus-gordon

Post on 08-May-2015

258 views

Category:

Internet


9 download

DESCRIPTION

Presentation given at Be Responsive meetup, Melbourne, 8 July 2014.

TRANSCRIPT

Page 1: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

What does Content First really mean?

!!

Angus Gordon Content strategist

!Weave Web Communications, Melbourne

@WeAreWeave !

Page 2: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

“Content First” “Content is King”

“Content before design” “Content strategy”

Page 3: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

What should I do about it? How would a focus on content change

the way I work?

Page 4: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

In this talk I’m going to…

• Use a hypothetical web project to show some specific ways content can influence design

• Give you 3 ways to start adding content strategy to your design process

Page 5: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

Some assumptions about you

• You’re a designer, front end developer, or someone whose work directly affects user experience

• You work on content-managed websites

• You do client work (if you’re in-house, substitute “stakeholders” for “clients”)

Page 6: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

A hypothetical web project

Page 7: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

The brief• KidFund, a crowdfunding site for

talented children • Raises money to pay for music

lessons, science equipment, computers, etc.

• Aimed at economically disadvantaged parents

Page 8: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

A typical design process

• Meetings • User research • Requirements gathering • Mood boards/style tiles • Wireframes

Page 9: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

A typical design process

Culminating in a series of page mockups:

Page 10: What does Content First really mean?

KidFund

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Brief blurb explaining!what KidFund is about

Explore Create Sign up Log in

Donate now

Donate now

Donate now

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Page 11: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

As a content strategist, I immediately want to

ask questions like…

Page 12: What does Content First really mean?

KidFund

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Brief blurb explaining!what KidFund is about

Explore Create Sign up Log in

Donate now

Donate now

Donate now

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

What will this bit actually say?

Page 13: What does Content First really mean?

KidFund

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Crowdfunding to help talented kids!develop their skills

Explore Create Sign up Log in

Donate now

Donate now

Donate now

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Page 14: What does Content First really mean?

KidFund

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

So your kid is some kind of genius?!Get funding to help your little Einstein thrive

Explore Create Sign up Log in

Donate now

Donate now

Donate now

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Page 15: What does Content First really mean?

KidFund

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Make these INCREDIBLE kids’ dreams come true!!!!KidFund gives talented youngsters a helping hand

Explore Create Sign up Log in

Donate now

Donate now

Donate now

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Page 16: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

Designing with real content gives you a voice to work with.

Page 17: What does Content First really mean?

KidFund

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Brief blurb explaining!what KidFund is about

Explore Create Sign up Log in

Donate now

Donate now

Donate now

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

How well can these elements tell the kids’ stories?

Page 18: What does Content First really mean?
Page 19: What does Content First really mean?
Page 20: What does Content First really mean?

Just because it works for their content, doesn’t mean it’s going

to work for our content

Page 21: What does Content First really mean?

KidFund

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Brief blurb explaining!what KidFund is about

Explore Create Sign up Log in

Donate now

Donate now

Donate now

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Page 22: What does Content First really mean?

KidFund

An iPad for Sarah!Sarah has been accepted into a school for gifted children. She needs money for an iPad so she can take part in lessons.!$200 of $500 raised

Brief blurb explaining!what KidFund is about

Explore Create Sign up Log in

Donate now

Donate now

Donate now

Violin lessons for May!May was playing the Beethoven Violin Concerto at age 5. Now her refugee parents need help to continue her violin lessons. $1230 of $1500 raised

A telescope for Ahmed!Ahmed has always loved science, especially astronomy. Now he needs money for a new telescope.!$350 of $2000 raised

Page 23: What does Content First really mean?

KidFund

An iPad for Sarah!$xxxx of $xxxx raised

Brief positioning statement explaining what

KidFund is about

Donate now

Menu

Violin lessons for May!$xxxx of $xxxx raised

Donate now

A telescope for Ahmed!$xxxx of $xxxx raised

Donate now

Page 24: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

Designing with real content helps you spot

unintended consequences.

Page 25: What does Content First really mean?

KidFund

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Brief blurb explaining!what KidFund is about

Explore Create Sign up Log in

Donate now

Donate now

Donate now

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

What kinds of photos will we actually get?

(If photos support content, they are content)

Page 26: What does Content First really mean?

KidFund

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Brief blurb explaining!what KidFund is about

Explore Create Sign up Log in

Donate now

Donate now

Donate now

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Page 27: What does Content First really mean?

KidFund

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Brief blurb explaining!what KidFund is about

Explore Create Sign up Log in

Donate now

Donate now

Donate now

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Page 28: What does Content First really mean?

KidFund

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Brief blurb explaining!what KidFund is about

Explore Create Sign up Log in

Donate now

Donate now

Donate now

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Headline!Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam varius imperdiet porta. Aenean quis accumsan eros, viverra. $xxxx of $xxxx raised

Page 29: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

Designing with real, imperfect content helps you think through

contingencies and edge cases.

Page 30: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

Even more questions

• Who writes the content? • What content gets promoted? • What happens to old content? • How will people get to the website? • How does our content look on

Facebook?

Page 31: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

If you find yourself asking the same questions, then congratulations: You’re already doing content strategy

Page 32: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

Content strategy can and should be part of every project that involves content.

Content strategists are good to have on a project with lots of content, or complex

content needs.

Page 33: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

3 ways to start adding content strategy to your

design process

Page 34: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

1 Design with real content

Page 35: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

Design with real content

• Draft content is OK; any content is better than none

• Design with best case, worst case and “zero case” content

• Be prepared for content to come up in design discussions

• This is what “Content First” really means

Page 36: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

2 Talk about who’s going to

write the content, and when

Page 37: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

Talk about who’s going to write the content, and when

• The “11th hour shitstorm” problem • Don’t assume — even if the RFQ says “All content

will be provided” • Use back of envelope calculations as reality

checks • Build relationships with copywriters (or become

one yourself)

Page 38: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

3 Your job doesn’t end on

launch day

Page 39: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

Your job doesn’t end on launch day

• The “Day 2” problem • Magical thinking: content management system

means content is managed • How many websites you built 2 years ago are you

still happy to show off? • Work with the client on an achievable post-

launch plan, and pester them about it

Page 40: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

3 ways to start adding content strategy to your design process

1. Design with real content 2. Talk about who’s going to write the

content, and when 3. Your job doesn’t end on launch day

Page 41: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

If you’d like to know more…

Page 42: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

Karen McGrane Content Strategy

for Mobile (A Book Apart)

Content Strategy Melbourne meetup

meetup.com/Content-Strategy-Melbourne

Page 43: What does Content First really mean?

© Weave Web Communications 2014 www.weaveweb.com.au

Thank you!@WeAreWeave