"small cs: a shoestring approach to content strategy" by corey vilhauer at confab central...
TRANSCRIPT
SMALL CS
COREY VILHAUER@mrvilhauer
AAF North Dakota
A SHOESTRING APPROACH TO CONTENT STRATEGY
COREY VILHAUERUser Experience Strategist, Blend Interactive
NowWhatConference.com
HOORAY!
The Can-Am Connection vs. Bob Orton and The Magnificent Muraco
Billy Jack Haynes vs. Hercules
Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook
Harley Race vs. Junkyard Dog
The Dream Team vs. The Rougeau Brothers
Roddy Piper vs. Adrian Adonis
The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana
Butch Reed vs. Koko B. Ware
Ricky Steamboat vs. Randy Savage
The Honky Tonk Man vs. Jake Roberts
The Iron Sheik and Nikolai Volkoff vs. The Killer Bees
Hulk Hogan vs. Andrè the Giant
The Can-Am Connection vs. Bob Orton and The Magnificent Muraco
Billy Jack Haynes vs. Hercules
Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook
Harley Race vs. Junkyard Dog
The Dream Team vs. The Rougeau Brothers
Roddy Piper vs. Adrian Adonis
The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana
Butch Reed vs. Koko B. Ware
Ricky Steamboat vs. Randy Savage
The Honky Tonk Man vs. Jake Roberts
The Iron Sheik and Nikolai Volkoff vs. The Killer Bees
Hulk Hogan vs. Andrè the Giant
The Can-Am Connection vs. Bob Orton and The Magnificent Muraco
Billy Jack Haynes vs. Hercules
Hillbilly Jim, Haiti Kid, and Little Beaver vs. King Kong Bundy, Little Tokyo, and Lord LIttlebrook
Harley Race vs. Junkyard Dog
The Dream Team vs. The Rougeau Brothers
Roddy Piper vs. Adrian Adonis
The Hart Foundation and Dangerous Danny Davis vs. The British Bulldogs and Tito Santana
Butch Reed vs. Koko B. Ware
Ricky Steamboat vs. Randy Savage
The Honky Tonk Man vs. Jake Roberts
The Iron Sheik and Nikolai Volkoff vs. The Killer Bees
Hulk Hogan vs. Andrè the Giant
Ricky Steamboat vs. Randy Savage
BEING SMALL DOESN’T HAVE TO BE
A DISADVANTAGE
the moral:
CONTENT STRATEGYA Short History Of
BIG BUDGETSBig Names
A Content Strategy™
CONTENT STRATEGY IS NOT A THING.
IT IS A PROCESS.
So what’s stopping us?
THE BUDGET
TIME
So. How much…MONEY
…do we have budgeted?PRIORITY
WORKING WITHIN RESTRICTIONSWorking Small Means
PROJECT SCOPEHOW WE DETERMINE WHERE TO START
“ALL THE THINGS” SLIDEObligatory
Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar
Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar
CREATING TESTIMONIALS
Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar
IMPROVING SEARCH
Gathering RequirementsInterviewing Site VisitorsQuantitative Content InventoryQualitative Content AuditCard SortingSite MapContent ModelingAnnotated WireframesMessage ArchitectureWeb Style GuideSite User TestingContent CreationEditorial Calendar
CREATING A NEW SITE
FOREVERThe Timeframe is
ENDLESSThe Scope is
“GOOD DESIGN TODAY IS BETTER THAN GREAT DESIGN TOMORROW.”
Cennydd Bowles and James Box Undercover User Experience Design
MINIMUM VIABLE STRATEGY?What is our
RESEARCHINTERVIEWS, RESEARCH, AND DISCOVERY
IS NOT ROCKET SCIENCEResearch
QUICK GUT CHECKS1.
Get Curious
Find an Audience
Ask Quality Questions
Choose a Direction
QUICK GUT CHECKS1.
Given [A TASK], what is your first impression?
Is this clear enough?
What do you think is the intended action
What would your next step be?
LEAD DIRECTIONGut Checks
EXISTING RESEARCH2.
GUESS WHAT?But…
EXISTING AUDIENCES3.
“Were you able to find everything easily on the site today?”
“No. I searched for Biology twice and it never showed up. I finally found it listed as Life Science.”“Why does clicking on the
map give me a PDF that I can barely see on my phone?”
“Yup! Everything is perfect! Carry on!”“Yup! Everything is perfect! Carry on!”
LEARN WHEN TO STOP
“… LISTEN FOR THE SATISFYING CLICK. THAT’S THE SOUND OF THE PIECES
FALLING INTO PLACE …”
Erika Hall Just Enough Research
MAKING THINGSCREATING, EDITING, AND MAINTAINING CONTENT
BREAK IT APART1.
Dictate UpdatesPRIORITIES
“We need to spread our budget over two years, so we’re going to do a basic mobile site now and go responsive next year.”
“We need to focus first and foremost on admissions content, because that’s where our money comes from.”
“We have a big fundraising campaign, and key source of our donors depend on our annual report.”
“THERE’S NOTHING INHERENTLY WRONG WITH
TAKING A LITTLE DETOUR ON YOUR WAY TO THE END
GOAL.”Karen McGrane
Content Strategy for Mobile
KEEP A WISH LIST2.
FIND SOME HELP3.
FIND AN INTERN
FIND SITE USERS
FIND OTHER DEPARTMENTS
EFFECTIVE GOVERNANCE REQUIRES A DEMOCRACY,
NOT A DICTATORSHIP
THE ROLLING AUDITEXAMPLE:
AcademicsAdmissionsCampus LifeMajorsAlumni
AcademicsAdmissionsCampus LifeMajorsAlumni
AprilJuneSeptember
November
2015
URLTitleUpdates
2016
Future
2017
InitiativesContent
AcademicsAdmissionsCampus LifeMajorsAlumni
AprilJuneSeptember
November
2015
URLTitleUpdates
2016
Future
2017
InitiativesContent
Academics AprilAdmissions JuneCampus Life
Alumni
September
November
THE PEP TALKEMBRACE RESTRAINTS. IGNORE YOUR WEIGHT CLASS.
CHAMPIONSBECAME
SMALLER
WEIGHT CLASSIgnore Your
FOR BETTER RESULTSMake Smart Bets
YOU CAN DO THISI AM VERY SERIOUS ABOUT THIS HEADLINE. YOU CAN.
THANK YOU@mrvilhauer
www.eatingelephant.com/aafnd
ME? I’M STILL COREY VILHAUER.