Less Content. More Strategy. (IUE 2013)
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Transcript of Less Content. More Strategy. (IUE 2013)
Less Content. More Strategy.
02 April 2013 @dgcooley #IUE2013
About me
• 14 years as user researcher/usability specialist • BE, Biomedical & Electrical Engineering • MS, Human Factors in InformaHon Design • Selected Employers & Clients
02 April 2013 @dgcooley #IUE2013
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@dgcooley
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(Less) Content. (More) Strategy.
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Conten
t
Stress
Expe
nse
Value to End
User
Revenu
e
Expenses and stress increase with content. While end user value and revenue ulHmately suffer.
SO WHAT IS CONTENT STRATEGY?
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Uh-‐oh!
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You probably already do it!
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Aaaah. Clients.
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I need a wireframe. Uhhhhh… OK?
Which one?
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?
KrisHna Halvorson’s definiHon
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““Content Strategy is the pracHce of planning for content creaHon, delivery, and governance.”
-‐ KrisHna Halvorson
Rahel Bailie’s definiHon
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““Content Strategy is the development of a repeatable process that manages content throughout the enHre content lifecycle.”
And that means, from planning to creaHon to management within the CMS, to publishing, to post-‐publishing acHviHes, and back through the next iteraHon of planning, and so on
What content are we talking about?
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Graphics
Audio
Video
Photos
PDFs
Blog Entries
Copy Tweets
hjp://www.site.com Links
spacer.gif
Content creaHon
• Who’s going to create it? • How olen? • What kind of content will it be? • Tone?
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Don’t forget about maintenance!
Content delivery
• Is this going on the website? • Twijer? • Facebook? • Email? • Annual Report?
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Technical consideraHons can be huge!
Content governance
• Who reviews & approves new and updated content? • Who determines and enforces removal and archival rules?
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Who gets to (has to?) say “No!” to the boss?
(LESS) CONTENT
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The long neck
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hjp://www.gerrymcgovern.com/
Content’s long neck
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´ Benefit ´ Cost
Required quadrant map
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Bene
fit
Cost
Logo & Branding
FAQ
Culture Video
Contact
Lejer from the CEO
It Depends J
Content is expensive
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Intermediate Copywriter $51,358 Webmaster $66,169 Java Developer $80,858 Art Director (Web) $102,526
Salary.com (2011)
Signal to noise raHo
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www.jolyon.co.uk
The psychology of clujer
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The psychology of clujer
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At Your House On Your Website
Insecurity “I might need that someday!”
“A customer might need that someday!”
Keeping up with the Joneses
“The neighbor has new landscaping. I need new landscaping, too!”
“My compeHtor uses video. I need to use video, too!”
HecHc pace of life “I’ll just put this mail here for now and deal with it later.”
“I don’t have Hme to meet about that. Just check with legal before you put it up there.”
DusHn CurHs gets it
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hjp://www.dusHncurHs.com/dear_american_airlines.html
AA is even starHng to get it
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2011
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2013
This person got it.
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Everything Else
Enter your tracking number Track My Package
Reference unknown.
GoDaddy Didn’t Get it.
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hjp://www.heathbrothers.com/posts/2011/04/gone-‐godaddy-‐gone/
And it cost them a (high profile) customer.
Ahem.
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vs.
Lane Furniture.com doesn’t get it.
02 April 2013 @dgcooley #IUE2013
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(MORE) STRATEGY
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The most important thing
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Your content is the most important thing about your website.
Let me repeat that…
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Your content is the most important thing about your
website.
Take care of important things
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Treat your content with love.
Yell at anyone who doesn’t.
Lorem Ipsum must die!
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec nunc enim, volutpat ut malesuada sit amet, aliquam eu orci. In quis mauris at enim fermentum vulputate et sed enim. Suspendisse tempor ligula et libero iaculis quis tempor erat imperdiet. Vivamus adipiscing nunc vel odio dictum tempor. Nulla mauris nibh, laoreet nec lacinia id, feugiat eu eros. Curabitur faucibus gravida lectus, sed faucibus felis mats nec. Duis interdum placerat urna sit amet posuere. Aenean in ligula at enim convallis sagits. Nam ac fermentum augue. Curabitur sollicitudin, lorem vel tempus malesuada, tellus quam loborHs risus, id dapibus odio leo eget orci. Morbi eu augue mi, eu porta arcu. Donec massa leo, blandit quis viverra vitae, fringilla in augue. Cras condimentum, nibh ut varius lacinia, metus quam faucibus tortor, sed posuere lacus risus in diam. Donec leo orci, fermentum vel suscipit eget, tempus in leo. Vivamus ante justo, posuere at sagits at, consequat vel leo. VesHbulum rutrum commodo lorem, non varius nisi venenaHs nec.
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Usability testing
Rapid prototyping
Interface design
Ethnography
Mobile applicationsPrimary research
Information is experienced factually and emotionally.
The web offers multiple touchpoints to health information.
“Yes doctor…” has become “Yes doctor, but…”
There are many individual styles of interaction.
Patient calls for appointment
Patient makes appt. online
Scheduler refers patient to online screening tool
Confirmation email sent with link to screening tool
Link to additional information related to survey question
Patient email reminder with link to screening tool
Patient initiates screener by answering survey questions
Data is aggregated and fed into EMR system
Doctor checks EMR system at outset of patient visit
EMR system indicates that targeted conditions may warrant discussion
Link to tracker or assessment application or tool
Patient interacts with mobile tracking tool to collect data
Dashboard includes patient data, treatment protocols, discussion guidelines, and educational material
Physician examines patient informed by screener output
Physician detects frequently undiagnosed condition
Detailed dashboard for specific condition
Practice medical librarian curates patient education material by condition
Education material added to personal patient microsite
EMR triggers send of patient education material via email
Patient education material added to patient history and discharge packet
Physician selects patient education material from EMR
Women’s Health Screener welcome page
The Women’s Health Screener can only succeed if it demonstrates tangible positive impact on patient outcomes and satisfaction.
By fostering effective dialogue about targeted, under-diagnosed conditions, the system will enable accurate and early detection, a key component of treatment.
Michael AlvarezDinnerLia- I made our reservations at Café
Sonoma for 7:00. See you there.
Choice HotelsSummer Specials
Get two free nights when you stay
three at any of our participating...
Medical Group Practice
Appointment Reminder
Please remember to take the
Women’s Health Screener prior to…
Ingrid NowetnyFW: why cats are better than men
Lia- I thought of you when I saw #7.
Ingrid
Michael Alvarez
Women’s Health Screener:Anxiety and DepressionPfizer Inc.***** 253 ratings
Nam lobortis lacus ac quam iaculis porta facilisis quam adipiscing. Phasellus diam augue, rhoncus quis placerat sed, laoreet nec urna. In ultricies, leo vel tempus molestie, erat sem posuere neque, non lobortis tellus nulla sed magna.
MedicalGroupPractice.com
Brandulon (generibrand sulfate)
Patient Education Material
Nam lobortis lacus ac quam iaculis porta facilisis quam adipiscing. Phasellus diam augue, rhoncus quis placerat sed, laoreet nec urna. In ultricies, leo vel tempus molestie, erat sem posuere neque, non lobortis tellus nulla sed magna.
Pellentesque ultrices vestibulum arcu vel ornare. Donec eget diam purus, eu lobortis augue. Duis imperdiet pulvinar molestie.
Personal Health Resource Center logout
Fibromyalgia
Nam lobortis lacus ac quam iaculis porta facilisis quam adipiscing. Phasellus diam augue, rhoncus quis placerat sed, laoreet nec urna. In ultricies, leo vel tempus molestie, erat sem posuere neque, non lobortis tellus nulla sed magna.
Overactive Bladder
Pellentesque ultrices vestibulum arcu vel ornare. Donec eget diam purus, eu lobortis augue. Duis imperdiet pulvinar molestie.
12. How would you rate your daily levels of stress or anxiety?
[ ] High
[ x ] Medium
[ ] Low
Staff AppointmentsServices Resources Contact
M Tu W Th F Sa Su1 2 3 4 5
6 7 8 9 10 11 1213 14 15 16 17 18 1920 21 22 23 24 25 2627 28 29 30 31
“Hello. This is Lia Alvarez. I’d like to
make an appointment with Dr. Hansen.”
“It’s on our website, under ‘Resources’. I’ll send you a link.”
“Fibromyalgia? Is that serious? What do I do next?”
“Lia, it looks like you have some concerns about pain and fatigue.”
From: Medical Group PracticeTo: Lia Alvarez
Subject:Your Upcoming Appointment
This message confirms your upcoming appointment with Dr. Natalie Hansen on October 17th at 8:15 a.m.
To help in identifying any specific areas of concern, Dr. Hansen requests that you fill out a brief health questionnaire prior to your appointment. Your answers will only be seen by the medical staff at Medical Group Practice.
Go to the Women’s Health Screener >>
Thank you,Jane HoodScheduling Coordinator
Daily Stress and Anxiety
Nam lobortis lacus ac quam iaculis porta facilisis quam adipiscing. Phasellus diam augue, rhoncus quis placerat sed, laoreet nec urna. In ultricies, leo vel tempus molestie, erat sem posuere neque, non lobortis tellus nulla sed magna.
Depression
Pellentesque ultrices vestibulum arcu vel ornare. Donec eget diam purus, eu lobortis augue. Duis imperdiet pulvinar molestie.
Medical Group PracticeWomen’s Health Screener
12. How would you rate your daily
levels of stress or anxiety?[ ] High
[ ] Medium[ ] Low
Learn more about this question >>
Download a free daily mood
tracker >>
Medical Group Practice
Women’s Health Screener
This short survey was designed by medical professionals to help your doctor better understand your health issues and concerns.
Information collected will only be seen by our medical staff.
The survey should take between 5 and 10 minutes to complete.
Start Now >>
Staff AppointmentsServices Resources Contact
From: Medical Group PracticeTo: Lia Alvarez
Subject:Information from Dr. Hansen
Attached are electronic copies of the information discussed during your recent appointment.
Your doctor has also created a secure website with links to tools and resources that may be helpful to you. To access this secure website, click on the link below. Your password is your date of birth in MMDDYYYY format (no spaces or dashes).
Your Personal Health Resource Center >>
Alvarez
, Lia
Nam lobortis lacus ac quam iaculis porta facilisis quam adipiscing. Phasellus diam augue, rhoncus quis placerat sed, laoreet nec urna.
In ultricies, leo vel tempus molestie, erat sem posuere neque, non lobortis tellus nulla sed magna.
Pellentesque ultrices vestibulum arcu vel ornare. Donec eget diam purus, eu lobortis augue. Duis imperdiet pulvinar molestie.
User Experience Flow DiagramWomen’s Health Screener
WHS
FREE
Johnson, JayneAlvarez, LiaMcPhee, EmmaXiang, WuGohlsen, GinaBossert, Mary
NotesAlerts
MessagesAppointmentsWomen’s Health Screener Results:Fibromyalgia
Guidelines Patient EducationOveractive Bladder
Guidelines Patient Education
Appointment Notes
Patient History Discussion Guidelines
Treatment Protocols
Educational Material
Patient Data
WHS: Fibromyalgia
Pellentesque ultrices vestibulum arcu vel ornare. Donec eget diam purus, eu lobortis augue. Duis imperdiet pulvinar molestie.
Medical Group Practice
Women’s Health Screener
This short survey was designed by medical professionals to help your doctor better understand your health issues and concerns.
Information collected will only be seen by our medical staff.
The survey should take between 5 and 10 minutes to complete.
Start Now >>
Patient fills out screener on iPad in waiting room
Bacon Ipsum, however, is awesome.
02 April 2013 @dgcooley #IUE2013
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hjp://www.baconipsum.com
(No! Not really!)
See also:
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hjp://www.rikeripsum.com hjp://www.slipsum.com
(Stop it!)
SEO
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SEO is important and should be considered as part of your strategy.
<Htle> tags
Link text & placement
Copy volume
Video
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Video is expensive, and its use should be considered very carefully.
“I’d rather just read.”
“Video takes too long.”
81% of users leave video if it buffers.
hjp://www.tubemogul.com/research/report/99-‐Online-‐Video-‐Delivery-‐SHll-‐Nowhere-‐Near-‐TV-‐Quality
InformaHon architecture
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Whatever content is included needs to be organized very well.
More content might be OK. Maybe. Some=mes.
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Further Reading
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Erin Kissane Twijer.com/kissane
KrisHna Halvorson Twijer.com/halvorson
Karen McGrane Twijer.com/karenmcgrane
“Content Strategy “Group Content Strategy meetups in many ciHes
Recap
• You are (probably) already a content strategist. • Content is expensive. • Let go of what no longer serves you. • OpHmize what does.
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Less Content. More Strategy.
lesscontentmorestrategy.com