Post on 24-Jan-2017
transcript
www.ellegeraghty.com@ellengeraghty
THE CONTENT CANVASINTRODUCING ….
ELLE GERAGHTY CONTENT STRATEGIST
@ellengeraghty
www.ellegeraghty.com
ELLE GERAGHTY CONTENT STRATEGIST
www.sydneycontentstrategy.com
www.uxbookclubsydney.com
Radio production Project management
Content strategy
USER TASK KEY USER BUSINESS GOAL
FINDABILTY
PROMOTIONCONTENT ASSETS
REVIEW MEASURE
PATHWAYS
IN:
OUT:
WHAT FLAVOUR OF CONTENT STRATEGY?
STRATEGY IS THE BIG PICTURE. IT IS A HIGH LEVEL PLAN TO ACHIEVE ONE OR MORE BUSINESS GOALS UNDER CONDITIONS OF UNCERTAINTY
Jaime Levy - UX Strategy
CONTENT STRATEGY IS HARD
CONTENT STRATEGY IS AWESOME
Taking it from the etherial
To the concrete
USER TASK KEY USER BUSINESS GOAL
FINDABILTY
PROMOTIONCONTENT ASSETS
REVIEW MEASURE
PATHWAYS
IN:
OUT:
THE HYPOTHESIS
WE THINK THIS PAGE/ CONTENT THINGY WILL
…….. ………FOR USERS AND
…………… ..FOR BUSINESS
BY …………
USER TASK
USER TASK KEY USER
USER TASK KEY USER BUSINESS GOAL
USER TASK KEY USER BUSINESS GOAL
FINDABILTY
USER TASK KEY USER BUSINESS GOAL
FINDABILTY PATHWAYS
IN:
OUT:
USER TASK KEY USER BUSINESS GOAL
FINDABILTY
CONTENT ASSETS
PATHWAYS
IN:
OUT:
USER TASK KEY USER BUSINESS GOAL
FINDABILTY
PROMOTIONCONTENT ASSETS
PATHWAYS
IN:
OUT:
USER TASK KEY USER BUSINESS GOAL
FINDABILTY
PROMOTIONCONTENT ASSETS
REVIEW
PATHWAYS
IN:
OUT:
USER TASK KEY USER BUSINESS GOAL
FINDABILTY
PROMOTIONCONTENT ASSETS
REVIEW MEASURE
PATHWAYS
IN:
OUT:
USER TASK KEY USER BUSINESS GOAL
FINDABILTY
PROMOTION
MEASURE
USER TASK BUSINESS GOAL
MEASURE
THE CONTENT CANVAS IS LIKE STRING - YOU CAN USE IT ANY WAY YOU WANT
IN PRACTISE
HURDLES
USER TASK KEY USER BUSINESS GOAL
FINDABILTY
PROMOTIONCONTENT ASSETS
REVIEW MEASURE
PATHWAYS
IN:
OUT:
ACTIVITIES/ DELIVERABLES
▸ IA
▸ Auditing / mapping
▸ Interviewing and testing
▸ Workshops
▸ Coaching and sales
▸ Frameworks
▸ Customer journey maps and personas
SKILLS
▸ Systems thinking
▸ Project management
▸ Awesome communication
▸ Empathy
▸ Curiosity
▸ Persistance
▸ Big picture thinking
OUTCOMES
▸ Clarity
▸ Confidence
▸ $$$
▸ Time
▸ Delight
FURTHER READING
▸ Kristina Halvorson - Content strategy for the web
▸ Donna Spencer - Card sorting: Designing usable categories
▸ Sara Wachter-Boettcher - Content everywhere
▸ Erin Kissane - The elements of content strategy
▸ Peter Morville and Louis Rosenfeld - Information architecture for the world wide web
▸ Karen McCrane - Content Strategy for mobile
▸ Janice (Ginny) Redish - Letting go of the words
▸ Colleen Jones - Clout: The art and science of influential web content
▸ Anne Handley and CC Chapman - Content rules
▸ Patrick Lynch and Sarah Horton - Web style guide
▸ Ann Rockley - Managing enterprise content
▸ Richard Sheffield - The web content strategist’s bible
▸ David Weinberger - Everything is miscellaneous
▸ George Lakoff - Women, fire and dangerous things
ELLE GERAGHTY CONTENT STRATEGIST
@ellengeraghty
www.ellegeraghty.com