Sept 21, 2010 presentation by Dechay Watts, Sprout Content

1. WINE IS NOT JUST GRAPE JUICE
How Content is Essential to UX
September 21, 2010

2. I
Like
to
Drink
Wine

3. Great
Content
is
Like
Great
Wine
• It
sends
a
message
to
taste
buds
• It’s
consistent
• It’s
memorable
• It
causes
a
reac9on
• You
can
feel
it
• It
creates
a
connec9on
• It
creates
an
experience
• It’s
the
finished
product
that
goes
into
a
package

4. An
Online
Search
is
Like
a
Wine
Tas9ng
•
You
barely
see
the
labels
•
The
user
is
distracted
by
choices
•
The
results
have
to
match
the
user’s
taste
It’s
what’s
inside
that
keeps
people
coming
back
for
more.

5. New
Site
Content
is
Like
a
Vintage
• Would
you
use
sediment
from
last
year’s
vineyard
to
fill
a
brand
new
wine
boIle?
• Why
try
to
shovel
old
content
into
a
shiny,
new
site?

6. Through
Online
Content
People
Decide:

If
they
can
trust
you.
 If
they
like
you.
 If
you
understand
their
needs.
"
 If
you
offer
what
they
want.
 If
you’re
a
company
they
want
to
do
business
with.

9. Content
is
not...
• TEXT
• VERBIAGE
• COPY
• FILLER
• FLUFF

10. Content
is...
• Ar9cles
that
connect
to
users
• Links
that
keep
users
engaged
• A
voice
that
users
remember
• Trends,
techniques
and
technologies
(informa9on)
that
users
experience
and
share

11. Content
is...
• Clickable
• Scrollable
• Scanable
• Sharable
• Ownable

12. Post
Post
Post
Post Post
Post Post
Post
Input: Monthly Content / Conversation Calendar
Content Affects UX: V
Quantitative Qualitative a
Facebook Impacts: Impacts: l
Blog
Twitter Links Word of Mouth u
YouTube Subscribers Engagement e
Rankings Comments
Website

13. Content
is…
Valuable
to
– Users
– Designers
– Informa9on
Architects
– Search
Engine
Marketers
– Project
Managers
– Brands

14. Guiding Principles
of Content Creation
1. Enable human interaction with a healthy dialog
2. Stay true to the brand personality
3. Contribute valuable information and offers
4. Allow for co-creation
5. Stick to common themes
6. Ask questions
7. Be service-oriented
8. Maintain consistent engagement
9. Use multimedia
10. Encourage consumers to share personal stories

15.
“The
single
most
important
thing
most
websites
can
offer
to
their
users
is
content
that
those
users
will
find
valuable.”
–
The
Elements
of
User
Experience,
Jesse
James
Garrre?