wine is not just grape juice: how content is essential to ux
DESCRIPTION
Sept 21, 2010 presentation by Dechay Watts, Sprout ContentTRANSCRIPT
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WINE IS NOT JUST GRAPE JUICE
How Content is Essential to UX September 21, 2010
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I Like to Drink Wine
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Great Content is Like Great Wine
• It sends a message to taste buds
• It’s consistent • It’s memorable • It causes a reac9on • You can feel it • It creates a connec9on • It creates an experience • It’s the finished product that goes into a package
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An Online Search is Like a Wine Tas9ng
• You barely see the labels • The user is distracted by choices • The results have to match the user’s taste
It’s what’s inside that keeps people coming back for more.
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New Site Content is Like a Vintage
• Would you use sediment from last year’s vineyard to fill a brand new wine boIle?
• Why try to shovel old content into a shiny, new site?
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Through Online Content People Decide:
If they can trust you. If they like you. " If you understand their needs. If you offer what they want. If you’re a company they want to do business with.
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Content is not...
• TEXT • VERBIAGE • COPY • FILLER • FLUFF
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Content is...
• Ar9cles that connect to users • Links that keep users engaged • A voice that users remember • Trends, techniques and technologies (informa9on) that users experience and share
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Content is...
• Clickable • Scrollable • Scanable • Sharable • Ownable
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Quantitative Impacts:
Links Subscribers
Rankings
Qualitative Impacts:
Word of Mouth Engagement Comments
Input:
Mo
nth
ly C
on
ten
t / C
on
vers
atio
n C
ale
nd
ar
Post
Post Post Post
Post
Post Post
Post
Content Affects UX:
Facebook Blog
Twitter YouTube Website
Value
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Content is…
Valuable to
– Users – Designers – Informa9on Architects – Search Engine Marketers – Project Managers – Brands
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Guiding Principles of Content Creation
1. Enable human interaction with a healthy dialog 2. Stay true to the brand personality 3. Contribute valuable information and offers 4. Allow for co-creation 5. Stick to common themes 6. Ask questions 7. Be service-oriented 8. Maintain consistent engagement 9. Use multimedia 10. Encourage consumers to share personal stories
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“The single most important thing most websites can offer to their users is content that those
users will find valuable.” – The Elements of User Experience, Jesse James Garrre?