Content

Presented by: Marianne Romero

&Gregory Benedict

Substance What content do you need and

why?

Factors of content

• Audience

• Messaging

• Topics

• Purpose

• Voice & Tone

• Sources

Audience: Who Are you trying to reach

• Users: Be Specific• Prospective or Existing Customers• Define your purpose and goals

• Priorities: Rank & File• Listing your priority groups• NO combinations• Identifying gaps

Messaging: What you want your users to remember

• Defining a message hierarchy

• Primary message

• Secondary message

• Details

• Mens Warehouse

• Do not mistake messages for content

Topics: The subjects that matter

• Audience + Messaging = Topics

• Topic Maps

Purpose: Every piece of content needs a job

• Persuade

• Inform

• Validate

• Instruct

• Entertain

Voice & Tone: Watch your Language

• Defining voice

• Defining tone

• Cultural Differences

• Coors

• Kean University

Source: Where your content comes from

• Original Content

• Co-created Content

• Aggregated Content

• Curated Content

• Licensed Content

• User- Generated Content

Structure

How will your content be prioritized, organized, formatted, and displayed?

Who is Responsible for Content Structure?

Can be done by an information architect (IA) or a user experience designer (UX)

But …

EVERYONE is in charge of content structure!

What Do You Need To Do?

• Channels, platforms, and formats

• Navigation & nomenclature

• Links

• Microcopy

• Metadata & tagging

What Tools Can Help?

• Sitemaps

• Wireframes

• Page Tables

Regardless of website size, all content needs to be documented for future reference