This presentation will briefly describe the concept of content strategy, then explore how an abundance of content increases stress and costs money, and how LESS content is a much better approach. Attendees will gain an appreciation of content strategy as a discipline, consider a new approach to product content, and assess the wisdom of their own company's content strategy (if they have one).

1. Less Content. More Strategy.

2. 17
May
2014
@dgcooley
#KCDC2014
Danielle
Gobert
Cooley
danielle@dgcooley.com
@dgcooley
15
years
as
a
UX
Specialist
BE,
Biomedical
and
Electrical
Engineering
–
Vanderbilt
University
MS,
Human
Factors
in
InformaNon
Design
–
Bentley
University
hPp://linkedin.com/in/dgcooley
Selected
Work

3. 17
May
2014
@dgcooley
#KCDC2014

4. (Less)
Content.
(More)
Strategy.
17
May
2014
@dgcooley
#KCDC2014
Content
Stress
Expense
Value
to
End
User
Revenue
Expenses
and
stress
increase
with
content.
While
end
user
value
and
revenue
ulNmately
suffer.

5. SO
WHAT
IS
CONTENT
STRATEGY?
17
May
2014
@dgcooley
#KCDC2014

6. Uh-­‐oh!
17
May
2014
@dgcooley
#KCDC2014

7. You
probably
already
do
it!
17
May
2014
@dgcooley
#KCDC2014

8. Aaaah.
Clients.
17
May
2014
@dgcooley
#KCDC2014
I
need
a
wireframe.
Uhhhhh…
OK?

9. Which
one?
17
May
2014
@dgcooley
#KCDC2014
?

10. KrisNna
Halvorson’s
definiNon
17
May
2014
@dgcooley
#KCDC2014
“
“Content
Strategy
is
the
pracNce
of
planning
for
content
creaNon,
delivery,
and
governance.”
-­‐
KrisNna
Halvorson

11. Rahel
Bailie’s
definiNon
17
May
2014
@dgcooley
#KCDC2014
“
“Content
Strategy
is
the
development
of
a
repeatable
process
that
manages
content
throughout
the
enNre
content
lifecycle.”
And
that
means,
from
planning
to
creaNon
to
management
within
the
CMS,
to
publishing,
to
post-­‐publishing
acNviNes,
and
back
through
the
next
iteraNon
of
planning,
and
so
on.

12. What
content
are
we
talking
about?
17
May
2014
@dgcooley
#KCDC2014
Graphics
Audio
Video
Photos
PDFs
Blog
Entries
Copy
Tweets
hPp://www.site.com
Links
spacer.gif

13. Content
creaNon
• Who’s
going
to
create
it?
• How
oien?
• What
kind
of
content
will
it
be?
• Tone?
17
May
2014
@dgcooley
#KCDC2014
Don’t
forget
about
maintenance!

14. Content
delivery
• Is
this
going
on
the
website?
• TwiPer?
• Facebook?
• Email?
• Annual
Report?
17
May
2014
@dgcooley
#KCDC2014
Technical
consideraNons
can
be
huge!

15. Content
governance
• Who
reviews
&
approves
new
and
updated
content?
• Who
determines
and
enforces
removal
and
archival
rules?
17
May
2014
@dgcooley
#KCDC2014
Who
gets
to
(has
to?)
say
“No!”
to
the
boss?

16. (LESS)
CONTENT
17
May
2014
@dgcooley
#KCDC2014

17. The
long
neck
17
May
2014
@dgcooley
#KCDC2014
hPp://www.gerrymcgovern.com/
80%

18. The
Pareto
Principle
17
May
2014
@dgcooley
#KCDC2014
E-­‐commerce
site:
714,716
pages
and
12,125,733
pageviews
36%
71
pages
(0.01%)
677,848
pages
(94.8%)
were
viewed
fewer
than
25
Nmes
each

19. The
Pareto
Principle
17
May
2014
@dgcooley
#KCDC2014
B2B
IT
Soiware
Company:
211,318
pages
and
9,025,793
pageviews
68%
21
pages
(0.01%)
205,775
pages
(97.4%)
were
viewed
fewer
than
25
Nmes
each

20. Content’s
long
neck
17
May
2014
@dgcooley
#KCDC2014

21. Required
quadrant
map
17
May
2014
@dgcooley
#KCDC2014
Benefit
Cost
Logo
&
Branding
FAQ
Culture
Video
Contact
LePer
from
the
CEO
It
Depends
J

22. Content
is
expensive
17
May
2014
@dgcooley
#KCDC2014
Intermediate
Copywriter
$51,358
Webmaster
$66,169
Java
Developer
$80,858
Art
Director
(Web)
$102,526
Salary.com
(2011)

23. Signal
to
noise
raNo
17
May
2014
@dgcooley
#KCDC2014
www.jolyon.co.uk

24. Signal
to
noise
raNo
17
May
2014
@dgcooley
#KCDC2014
hPp://www.electronicink.com/a-­‐bePer-­‐system/Embracing-­‐Brevity-­‐Pays-­‐Off

25. The
psychology
of
cluPer
17
May
2014
@dgcooley
#KCDC2014

26. The
psychology
of
cluPer
17
May
2014
@dgcooley
#KCDC2014
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
compeNtor
uses
video.
I
need
to
use
video,
too!”
HecNc
pace
of
life
“I’ll
just
put
this
mail
here
for
now
and
deal
with
it
later.”
“I
don’t
have
Nme
to
meet
about
that.
Just
check
with
legal
before
you
put
it
up
there.”

27. DusNn
CurNs
gets
it
17
May
2014
@dgcooley
#KCDC2014
hPp://www.dusNncurNs.com/dear_american_airlines.html

28. AA
is
even
starNng
to
get
it
17
May
2014
@dgcooley
#KCDC2014
2011

29. 17
May
2014
@dgcooley
#KCDC2014
2013

30. This
person
got
it.
17
May
2014
@dgcooley
#KCDC2014
Everything
Else
Enter
your
tracking
number
Track
My
Package
Reference
unknown.

31. GoDaddy
Didn’t
Get
it.
17
May
2014
@dgcooley
#KCDC2014
hPp://www.heathbrothers.com/posts/2011/04/gone-­‐godaddy-­‐gone/
And
it
cost
them
a
(high
profile)
customer.

32. 17
May
2014
@dgcooley
#KCDC2014
vs.

33. Lane
Furniture.com
doesn’t
get
it.
17
May
2014
@dgcooley
#KCDC2014
hPp://www.lanefurniture.com/Contact-­‐Us/FAQ.aspx

34. (MORE)
STRATEGY
17
May
2014
@dgcooley
#KCDC2014

35. The
most
important
thing
17
May
2014
@dgcooley
#KCDC2014
Your
content
is
the
most
important
thing
about
your
website.

36. Let
me
repeat
that…
17
May
2014
@dgcooley
#KCDC2014
Your
content
is
the
most
important
thing
about
your
website.

37. Take
care
of
important
things
17
May
2014
@dgcooley
#KCDC2014
Treat
your
content
with
love.

Yell
at
anyone
who
doesn’t.

38. Lorem
Ipsum
must
die!
17
May
2014
@dgcooley
#KCDC2014
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
maws
nec.
Duis
interdum
placerat
urna
sit
amet
posuere.
Aenean
in
ligula
at
enim
convallis
sagiws.
Nam
ac
fermentum
augue.
Curabitur
sollicitudin,
lorem
vel
tempus
malesuada,
tellus
quam
loborNs
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
sagiws
at,
consequat
vel
leo.
VesNbulum
rutrum
commodo
lorem,
non
varius
nisi
venenaNs
nec.

39. Bacon
Ipsum,
however,
is
awesome.
17
May
2014
@dgcooley
#KCDC2014
hPp://www.baconipsum.com
(No!
Not
really!)

40. See
also:
17
May
2014
@dgcooley
#KCDC2014
hPp://www.rikeripsum.com
hPp://www.slipsum.com
(Stop
it!)

41. SEO
17
May
2014
@dgcooley
#KCDC2014
SEO
is
important
and
should
be
considered
as
part
of
your
strategy.
<Ntle>
tags
Link
text
&
placement
Copy
volume

42. Video
17
May
2014
@dgcooley
#KCDC2014
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
even
once.
hPp://www.tubemogul.com/research/report/99-­‐Online-­‐Video-­‐Delivery-­‐SNll-­‐Nowhere-­‐Near-­‐TV-­‐Quality

43. InformaNon
architecture
17
May
2014
@dgcooley
#KCDC2014
Whatever
content
is
included
needs
to
be
organized
very
well.
hPp://www.ondigital.co.za/what-­‐we-­‐do/website-­‐design-­‐agency/website-­‐informaNon-­‐architecture/

44. More
content
might
be
OK.
Maybe.
Some@mes.
17
May
2014
@dgcooley
#KCDC2014

45. Further
Reading
17
May
2014
@dgcooley
#KCDC2014
Erin
Kissane
TwiPer.com/kissane
KrisNna
Halvorson
TwiPer.com/halvorson
Karen
McGrane
TwiPer.com/karenmcgrane
“Content
Strategy
“Group
Content
Strategy
meetups
in
many
ciNes

46. More
from
me?
17
May
2014
@dgcooley
#KCDC2014
September
12
at
AJI
Soiware
in
Kansas
City!

47. Recap
• You
are
(probably)
already
a
content
strategist.
• Content
is
expensive.
• Let
go
of
what
no
longer
serves
you.
• OpNmize
what
does.
17
May
2014
@dgcooley
#KCDC2014
Less Content. More Strategy.
lesscontentmorestrategy.com