The way that content creation has traditionally been positioned in organisations – usually as copywriting, and under the guardianship of the marketing team – has led to all kinds of important things slipping through the cracks and causing UX havoc later on. Inscrutable error messages, badly truncated headlines, and conflicting factual information pop up like ghouls and ghosties on a House of Horror ride, and upset our users when least expected.

1. CONTENT’S
Forgotten Corners
Kerry-Anne Gilowey
UX Craft Meetup, Cape Town, 21 August 2014
@kerry_anne
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2. 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.
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3. Paging Trevor...
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4. Here! Right here!(!!!)
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5. Also here!(!!!)
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6. Why I didn’t study in 2011.
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7. Truncation is not a stra
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8. ?
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9. From
guardiantruncationteam.tumblr.com
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10. “But your site said...”
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12. Hmmmm.
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13. Timing is everything
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14. This email was sent on 23 July.
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15. The article it links to was published
on the website on 14 July.
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16. Seek, and ye shall...
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17. ... be confused and frustrated.
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18. I searched for
macbook air ethernet adaptor.
On page 1:
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19. I searched for
macbook air ethernet adaptor.
On page 5:
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20. Content Mauling System
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21. CMS dangers
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22. – Karen McGrane
The Way Forward, CS Forum 2011
http://slideshare.net/KMcGrane/the-way-forward-whats-next-for-content-strategy
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23. OMGWTFBBQ?
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27. 25

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32. 25

33. LOLWUT ?
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34. Unsubscribe. Get a fright.
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35. More corners
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36. Confirmation screens
Oh please don’t make
me choose!
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37. File names
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38. URL structure
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39. Digital document design
Did they charge me twice?
I (actually really) can’t tell.
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40. Let’s recap...
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41. A partial list of forgotten corners
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42. A partial list of forgotten corners
Missing content
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43. A partial list of forgotten corners
Missing content
Layout and fit
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44. A partial list of forgotten corners
Missing content
Layout and fit
Cross-channel consistency
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45. A partial list of forgotten corners
Missing content
Layout and fit
Cross-channel consistency
Editorial timing
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46. A partial list of forgotten corners
Missing content
Layout and fit
Cross-channel consistency
Editorial timing
Modelling and metadata
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47. A partial list of forgotten corners
Missing content
Layout and fit
Cross-channel consistency
Editorial timing
Modelling and metadata
Author experience
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48. A partial list of forgotten corners
Missing content
Layout and fit
Cross-channel consistency
Editorial timing
Modelling and metadata
Author experience
Error messages
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49. 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

50. 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

51. 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

52. 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
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53. How do we fix this?
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54. Move on from the past
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55. Channels, channels everywhere
Twitter
Blog
Facebook SMS
Email
Face to
face
Snail mail
Call centre
Print
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56. Content
≠
Marketing
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58. ( )
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60. 42

61. 43

62. Use the customer journey
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63. Structured content
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64. Content models
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65. Structured writing briefs
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66. Rick Allen
@epublishmedia
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67. 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?
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68. “But I’m
n-n-not a
c-c-content
strategist.
What can I
d-d-do?”
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69. Be a content champion!
Put content first
Plan for the creation of content
Understand your audience
Be consistent
Keep control in a single place
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71. @kerry_anne
Thanks for listening!
Kerry-Anne Gilowey
kerryanne@augustsun.co.za
http://augustsun.co.za
http://about.me/kerryanne
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