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CONTENT’S 
Forgotten Corners 
Kerry-Anne Gilowey 
UX Craft Meetup, Cape Town, 21 August 2014 
@kerry_anne 
1
Lorem Oopsum™ 
Credit for the term Lorem Oopsum™ belongs to Lisa Maria Martin, a.k.a. @redsesame. 
Visit http://loremoopsum.tumblr.com/ for more blank-page goodness. 
2
Paging Trevor... 
3
Here! Right here!(!!!) 
4
Also here!(!!!) 
5
Why I didn’t study in 2011. 
6
Truncation is not a stra 
7
? 
8
From 
guardiantruncationteam.tumblr.com 
9
“But your site said...” 
10
11
Hmmmm. 
12
Timing is everything 
13
This email was sent on 23 July. 
14
The article it links to was published 
on the website on 14 July. 
15
Seek, and ye shall... 
16
... be confused and frustrated. 
17
I searched for 
macbook air ethernet adaptor. 
On page 1: 
18
I searched for 
macbook air ethernet adaptor. 
On page 5: 
19
Content Mauling System 
20
CMS dangers 
21
– Karen McGrane 
The Way Forward, CS Forum 2011 
http://slideshare.net/KMcGrane/the-way-forward-whats-next-for-content-strategy 
22
OMGWTFBBQ? 
23
24
25
25
25
25
25
25
25
25
LOLWUT ? 
26
Unsubscribe. Get a fright. 
27
More corners 
28
Confirmation screens 
Oh please don’t make 
me choose! 
29
File names 
30
URL structure 
31
Digital document design 
Did they charge me twice? 
I (actually really) can’t tell. 
32
Let’s recap... 
33
A partial list of forgotten corners 
34
A partial list of forgotten corners 
Missing content 
34
A partial list of forgotten corners 
Missing content 
Layout and fit 
34
A partial list of forgotten corners 
Missing content 
Layout and fit 
Cross-channel consistency 
34
A partial list of forgotten corners 
Missing content 
Layout and fit 
Cross-channel consistency 
Editorial timing 
34
A partial list of forgotten corners 
Missing content 
Layout and fit 
Cross-channel consistency 
Editorial timing 
Modelling and metadata 
34
A partial list of forgotten corners 
Missing content 
Layout and fit 
Cross-channel consistency 
Editorial timing 
Modelling and metadata 
Author experience 
34
A partial list of forgotten corners 
Missing content 
Layout and fit 
Cross-channel consistency 
Editorial timing 
Modelling and metadata 
Author experience 
Error messages 
34
A partial list of forgotten corners 
Missing content 
Layout and fit 
Cross-channel consistency 
Editorial timing 
Modelling and metadata 
Author experience 
Error messages 
Alerts and notifications 
34
A partial list of forgotten corners 
Missing content 
Layout and fit 
Cross-channel consistency 
Editorial timing 
Modelling and metadata 
Author experience 
Error messages 
Alerts and notifications 
Confirmation screens 
34
A partial list of forgotten corners 
Missing content 
Layout and fit 
Cross-channel consistency 
Editorial timing 
Modelling and metadata 
Author experience 
Error messages 
Alerts and notifications 
Confirmation screens 
URL structure 
34
A partial list of forgotten corners 
Missing content 
Layout and fit 
Cross-channel consistency 
Editorial timing 
Modelling and metadata 
Author experience 
Error messages 
Alerts and notifications 
Confirmation screens 
URL structure 
Document design 
34
How do we fix this? 
35
Move on from the past 
36
Channels, channels everywhere 
Twitter 
Blog 
Facebook SMS 
Email 
Face to 
face 
Snail mail 
Call centre 
Print 
37
Content 
≠ 
Marketing 
38
39
( ) 
40
41
42
43
Use the customer journey 
44
Structured content 
45
Content models 
46
Structured writing briefs 
47
Rick Allen 
@epublishmedia 
48
Who? 
...has authoring and editing rights? 
...owns this piece of content? 
...has to review this document? 
...needs to be notified of changes? 
...content lives on the home page? 
...types of content do we NOT publish? 
...metadata needs to be captured? 
What? 
...should content be updated? 
...should content be archived? 
...should content be reviewed? 
When? 
49
“But I’m 
n-n-not a 
c-c-content 
strategist. 
What can I 
d-d-do?” 
50
Be a content champion! 
Put content first 
Plan for the creation of content 
Understand your audience 
Be consistent 
Keep control in a single place 
51
52
@kerry_anne 
Thanks for listening! 
Kerry-Anne Gilowey 
kerryanne@augustsun.co.za 
http://augustsun.co.za 
http://about.me/kerryanne 
53

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