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Content as a Conversation: Collaborating with Content Strategists

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Ahava Leibtag
Ahava Leibtag

Ahava Leibtag presents how a content strategist can help you create valuable content.

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CONTENT AS A CONVERSATION: COLLABORATING WITH CONTENT STRATEGISTS AHAVA LEIBTAG PRESIDENT AHA MEDIA GROUP, LLC @ahavaL
@ahavaL #UXPA2013 CONTENT STRATEGIST
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
CONTENT IS A CONVERSATION. @ahavaL #UXPA2013
TO WHOM ARE WE TALKING? @ahavaL #UXPA2013
WHO ARE WE? @ahavaL #UXPA2013
WHY IS CONTENT SO SCARY? • Intimate • Politically sensitive • Opaque • Dangerous • Requires definition @ahavaL #UXPA2013
CONTENT REVEALS TO THE WORLD WHO WE ARE. @ahavaL #UXPA2013
@ahavaL #UXPA2013
Content Strategy Basics Content strategy is concerned with 2 issues: 1. Aligning your content with your business goals 2. Helping your users accomplish their goals @ahavaL #UXPA2013
Content is a shared system of assets within your organization. @ahavaL #UXPA2013
CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
PEOPLE @ahavaL #UXPA2013
PROCESS @ahavaL #UXPA2013
TECHNOLOGY @ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
How can a content strategist help you? @ahavaL #UXPA2013
@ahavaL #UXPA2013
1. Shareable (Formats) 2. Findable (SEO) 3. Readable (Structure) 4. Understandable (Don’t let content break design) 5. Actionable (Find the right cues) @ahavaL #UXPA2013
#1: Shareable (Formats) @ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
#2: Findable (SEO) @ahavaL #UXPA2013
@ahavaL #UXPA2013
How do we create a better UX? All Part of an IA Team • Data architect • Taxonomist • SEO Expert @ahavaL #UXPA2013
Load Times Reduced the amount of time Google needed to crawl the site by 50%, which resulted in 1.5 seconds per page view @ahavaL #UXPA2013
Saved REI Users 22 Years @ahavaL #UXPA2013
Content strategists need to know the front end. And the back end. @ahavaL #UXPA2013
#3: Readable (Structure) @ahavaL #UXPA2013
@ahavaL #UXPA2013
We must unlearn what we have learned. @ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
Multi-Channel Publishing @ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
Content Modeling @ahavaL #UXPA2013
#4: Understandable (Don’t let content break design) @ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
Let us tell you. With character counts and all. @ahavaL #UXPA2013
Display content so people can actually read it. @ahavaL #UXPA2013
• People like to scan. • But then they find something they want to read. • Then they read it. • Then they share it. • Isn’t that amazing? • It’s kind of like how it’s always been, right? (See cave painting, libraries, newspapers left on train, articles clipped and sent to family members through the MAIL….) • It’s just speed and technology that have changed. @ahavaL #UXPA2013
People Read. We Help. @ahavaL #UXPA2013
Design Spec/Page Template @ahavaL #UXPA2013
@ahavaL #UXPA2013
#5: Actionable (Find the right cues) @ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
@ahavaL #UXPA2013
QUESTIONS? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com Twitter: ahavaL 301-452-5331 @ahavaL #UXPA2013

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