Content strategists at Facebook plan, structure, and create content for more than a billion people. But they’re not writers or content marketers—they’re interaction designers, information architects, and UX practitioners. They design and build product experiences that are simple, straightforward and human. And so can you. Content strategy isn't just for big organizations. It's for anyone who's building an experience. And by using our approach, you can start building better content. In this presentation, you'll learn: - How content strategy works in a context of product design and development - A framework for minimum viable content that provides quality and consistency - How to build and iterate on product content experiences to meet people's needs - How to stand up and become a better advocate for the people using your products Stand up for putting The Why before The How. Stand up for value, ease of use, and craft. Stand up for meeting (and exceeding) people's needs. Stand up for BETTER CONTENT! Inspired by Maria Giudice of Facebook, Ian Lurie of Portent, and Jason Mesut of Plan. Based on the works of Jesse James Garrett, Simon Sinek, A.H. Maslow, Kristina Halvorson, Rachel Lovinger, Dan Saffer/Kicker Studio, Erin Kissane, Michael Powers, Sarah O'Keefe, Hilary Marsh, Wouter De Bres, Matt Toback, Eric Ries/The Lean Startup, Dr. Chun Wei Choo, Libby Brittain, and more. Featuring the design work of the Facebook Analog Research Lab, including concepts by Julie Zhuo, Russ Maschmeyer, and Adam Mosseri of Facebook along with content standards from Facebook's Content Strategy team. Originally presented at Content Marketing World on September 10, 2014 in Cleveland, Ohio. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/ and follow him on Twitter at http://twitter.com/jcolman Also see 200+ free, curated Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/

1. © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Build BETTER
Content

2. © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
@jcolman
Jonathon Colman
Content Strategy,Facebook

3. © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Get the full story
bit.ly/fixourshit

4. Stand up if
You’re a writer

5. Stand up if
You’re a writer
You’re a builder

6. Stand up if
You’re a writer
You’re a builder
You’re a researcher

7. Stand up if
You’re a writer
You’re a builder
You’re a researcher
You’re a designer

8. © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
hey

9. © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
We should all be standing

10. How we identifyourselves

11. How we identifyourselves
Matters
© Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

12. We work best when we’re
Open andbold
© Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

13. Let’sbe open

14. Let’sbe open
I’m a content
strategist
© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

15. We planfor the creation,
publication, andgovernance
of useful, usable content.
Kristina Halvorson
CEO/Founder,Brain traffic
Co-author, ContentStrategy for the Web
Quote by Kristina Halvorson (@halvorson) - http://alistapart.com/article/thedisciplineofcontentstrategy © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
“

16. We use wordsand data tocreate
unambiguouscontentthatsupports
meaningful,interactive experiences.
Rachel Lovinger
ExperienceDirector, Razorfish
Quote by Rachel Lovinger (@rlovinger) - http://boxesandarrows.com/content-strategy-the-philosophy-of-data/ © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
“

17. ContentStrategy is tocopywritingas
Information architectureis todesign.
Rachel Lovinger
ExperienceDirector, Razorfish
Quote by Rachel Lovinger (@rlovinger) - http://boxesandarrows.com/content-strategy-the-philosophy-of-data/ © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
“

18. We don’t need more content.
Sara Wachter-Boettcher
ContentStrategist
Author, ContentEverywhere
Quote by Sara Wachter-Boettcher (@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
“

19. We don’t need more content.
We need contentthat
Sara Wachter-Boettcher
ContentStrategist
Author, ContentEverywhere
Quote by Sara Wachter-Boettcher (@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Does more.
“

20. But isn’t Facebook’scontent
all user-generated?

21. © Facebook - http://newsroom.fb.com/news/2014/11/coming-together-to-fight-ebola/

22. © Facebook - http://newsroom.fb.com/news/2014/11/updating-our-terms-and-policies-helping-you-understand-how-facebook-works-and-how-to-control-your-information/

23. © Facebook - http://newsroom.fb.com/news/2014/10/introducing-safety-check/

24. © Facebook
http://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/

25. Language is
An interface
© Facebook
http://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/

26. © Facebook
http://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/
Language is
Infrastructure
concept: AndrewHinton

27. Let’sbe bold

28. Let’sbe bold
content strategy ≠
copywriting
© Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/

29. Let’sbe bold
© Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/
content strategy ≠
managingwriters

30. Let’sbe bold
content strategy ≠
content marketing
© Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/

31. © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’sbe bold
content strategy =
interaction design

32. Let’sbe bold
© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
content strategy =
user experience

33. Let’sbe bold
© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
content strategy =
Design thinking

34. © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
intertwingled

35. intertwingled

36. © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: DanSaffer/KickerStudio

37. © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
This is content
Source: DanSaffer/KickerStudio

38. © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: DanSaffer/KickerStudio

39. © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Content
This is designand
engineering without
Source: DanSaffer/KickerStudio

40. © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: DanSaffer/KickerStudio

41. This is content
Strategy
© Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: DanSaffer/KickerStudio

42. Let’sbe bold
© Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Design contentas a
System concept: Erin Kissane

43. Let’sbe bold
© Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Design contentas a
Product concept: IanLurie

44. Let’sbe bold
© Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Design contentas an
Experience

45. Listen:
“Page viewsaren’t
yourgoal.”
Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-use r-testing /29
Source: MichaelPowers

46. “Yourgoal is
yourgoal.”
Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-use r-testing /29 © Bronski Beat - flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Source: MichaelPowers

47. Self-
actualization
Esteem
Love &Belonging
Safety
Physiological
A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm
Good content
experiences
meetour needs
Source: A.H.Maslow

48. Joy
Usability
Accessibility
Core Functionality
Purpose
A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm
Greatcontent
experiences
exceedthem
Inspired by: A.H.Maslow, SarahO’Keefe,
Hilary Marsh,Wouter deBres, MattToback

49. © Skillset.org/Brain Traffic - blog.braintraffic.com/2010/01/behold-the-mighty-hive/ (used with permission)
Content needs
collaboration
acrossteams
Source: Skillset.org/Brain Traffic

50. © Erin Scime/DopeData.com - dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/ (used with permission)
Content needs
a lifecycle
Source: erinScime/Dopedata.com

51. “Build-Measure-Learn” © Eric Ries/The Lean Startup
measure
Build
Learn
Source: Eric Ries,TheLeanStartup
Content is an
Experience

52. measure
Build
Learn
Data
ProductsIdeas
“Build-Measure-Learn” © Eric Ries/The Lean Startup
that improves
with iteration
Source: Eric Ries,TheLeanStartup

53. Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey
Single-Loop Learning
Organizational
action
Outcomes
But you can’tbe leanwithout learning
Concept: Chris Argyris

54. Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey
But you can’tbe leanwithout learning
Single-Loop Learning
Norms
Assumptions
Strategies
Organizational
action
Outcomes
Double-LoopLearning
Concept: Chris Argyris

55. © Thomas Hawk - flickr.com/photos/thomashawk/14875780140/ Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
How we design
Content experiences
at Facebook

56. Start with theWhy
why
“Start with Why” © Simon Sinek, www.startwithwhy.com
Chart: SimonSinek
Make the world
more openand
connected

57. Continuewith theHow
“Start with Why” © Simon Sinek, www.startwithwhy.com
connectwith friends,
discover theworld,
sharehow youwant
how
why
Chart: SimonSinek

58. Then do theWhat
“Start with Why” © Simon Sinek, www.startwithwhy.com
Design, Engineering,
Content, Research,
marketing, product…
how
what
why
Chart: SimonSinek

59. © Facebook – facebook.com/careers
Ourcorevalues
Focuson Impact
Be open
Be Bold
Build Social value
Move fast
Seewhy core values matter
for your contentstrategy

60. © Facebook – facebook.com/careers
Whatwe
Used to say

61. © Facebook/Analog Research Lab

62. © Facebook/Analog Research Lab

63. © Facebook/Analog Research Lab © Thomas Hawk - flickr.com/photos/thomashawk/9735430146 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/

64. Whatwe’ve
learned

65. © Facebook/Analog Research Lab

66. © Facebook/Analog Research Lab

67. © Facebook/Analog Research Lab

68. © Facebook/Analog Research Lab

69. © Facebook/Analog Research Lab

70. Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey
Single-Loop Learning
Norms
Assumptions
Strategies
Organizational
action
Outcomes
Double-LoopLearning
Concept: Chris Argyris

71. What is
MinimumViable
Content?
Source: Libby Brittain/SarahO’Keefe

72. Ease of
Use
CraftValue
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Quality framework
Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri

73. Ease of
Use
CraftValue
Quality framework
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri

74. Ease of
Use
CraftValue
Quality framework
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri

75. Quality framework
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Ease of
Use
CraftValue
Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri

76. Chart: JesseJamesGarrett
© Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
The five planes of
userexperience

77. where content is
seenand used
© Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Chart: JesseJamesGarrett

78. Where content is
modeledand built
© Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Chart: JesseJamesGarrett

79. Where content is
proposed and planned
© Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Chart: JesseJamesGarrett

80. © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Where
Content Strategy
Happens
Chart: JesseJamesGarrett

81. The path fromstrategy tosurface is

82. The path fromstrategy tosurface is
Non-Linear
© Daniel Olnes - flickr.com/photos/dno1967b/14785722509 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

83. © Facebook/Content Strategy
OurContentPrinciples
Use plain language and be
concise.

84. OurContentPrinciples
Use plain language and be
concise.
Clearly explain how things
work and give people enough
info to make good decisions.
© Facebook/Content Strategy

85. OurContentPrinciples
Use plain language and be
concise.
Clearly explain how things
work and give people enough
info to make good decisions.
Be friendly, conversational
and respectful—like you’re
talking to a neighbor.
© Facebook/Content Strategy

86. Does this sound like us?
Error24601:Neg FaultConfig ^n2.1x

87. Does this sound like us?
Error24601:Neg FaultConfig ^n2.1x
LOLz,404 #YOLO

88. Does this sound like us?
Error24601:Neg FaultConfig ^n2.1x
LOLz,404 #YOLO
Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.

89. Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.

90. Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
Whathappened?

91. Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
Where did it happen?

92. Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
Whatshould
I do next?

93. Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
When?

94. Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
Oh No!Did I do
something wrong?
Great! So
it’s OKAY?
How long will
all this take?
will Ilose
my work?

95. Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.
fear
Relief Impatience
Anxiety

96. Use plain language and be
concise.
Clearly explain how things
work and give people enough
info to make good decisions.
Be friendly, conversational
and respectful—like you’re
talking to a neighbor.
© Facebook/Content Strategy

97. What I’ve learned
from THREE
products
© Allyde Winters – flickr.com/photos/allywin13/13568230105 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

98. Saved
Less is more difficult
© Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/

99. © Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
Saved
Don’t getin the way

100. Saved
Make the most
of small spaces
© Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/

101. Login
The best content
is invisible
© Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/

102. Login
show examples,
not concepts
© Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/

103. Login
Break Apart
bigdecisions
© Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/

104. Nearby Friends
Empathyis hard
© Facebook

105. Nearby Friends
Let people opt-in
© Facebook

106. Nearby Friends
give them control
© Facebook

107. Optional and opt-in
Shows you value upfront
Offers you clearchoices
Easy to opt-out
ContentStrategy outcomes

108. We plannedfor
these experiences
© Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Chart: JesseJamesGarrett

109. So we could
buildthem
© Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Chart: JesseJamesGarrett

110. Forpeople
to use
© Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Chart: JesseJamesGarrett

111. © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
This is where
Content Strategy
Happens
Chart: JesseJamesGarrett

112. Let’sStand upfor
Value
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri

113. Let’sStand upfor
Value
Easeof Use
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri

114. Let’sStand upfor
Value
Easeof Use
Craft
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri

115. © Facebook/Analog Research Lab
Let’sStand upfor

116. why
how
what
“Start with Why” © Simon Sinek, www.startwithwhy.com
Let’sStand upfor
Starting
with Why
Chart: SimonSinek

117. © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’sStand upfor
Interaction design
User experience
Designthinking

118. © K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’sStand upfor
Intertwingling

119. Let’sStand upfor
Better content

120. Let’sStand upfor
Better content

121. Let’sStand upfor
Better content

122. Let’sStand upfor
Better content

123. Let’sStand upfor
Better content

124. Let’sStand upfor
Better content

125. Let’sStand upfor
Better content

126. Let’sStand upfor
Better content

127. © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
hey

128. © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
We should all be standing

129. © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Build BETTER
Content

130. © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
@jcolman
Jonathon Colman
Content Strategy,Facebook

131. © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Get the full story
bit.ly/fixourshit

132. © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
200+ free Content strategy resources
bit.ly/epic-cs