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Content : A coming of age story
So what is content?
it’s the stuff inside the boxit’s the stuff under the wrapperit’s the stuff that we organise, design and build for
“You’re the wordsmith right..”
Someone who can answer questions like:
• Is there a better word for this?• Can you write me a little blurb to fit in this box?• Does the full-stop go inside or outside the quote mark?
‘Learn more’ ‘Go next’
Digital Content
Thinking of words
So what types of content are there?
Info-gfx
Copy
Video
Illustration
Photography
Audio
Info-gfx
Copy
Video
Illustration
Photography
Audio
Content isn’t new for Heyday
In fact, we’ve been working with content since the early 1970’s
Remember Henry Smiles..
Down to the Wire
Copywriting, video production
Video production
IB copy
Content strategy, copywriting,video production
Content strategy, copywriting, photography, wife replacement
Copywriting, social, audio
- Dedicated content project- Speed & Service video production, copywriting
and ‘we’ = all of us
Every time we ask ourselves ‘what shall I illustrate?’ or ‘which photo should I use?’
that’s content
Every time we ask ourselves ‘what shall I put in that title tag?’, or ‘how should I describe that CMS field’?
that’s content
And for the years we’ve been making data models. It’s easy to forget that the data, well...
that’s content
Every time we tackle a video project....
that’s content
Every time we do a content audit,
just jokes. that’s content
but it hasn’t always been that way
digital was a bit slow to the ballgame
Content tended to be thought of as the word doc the client sent you 2 days before golive
C.D.S became an epidemic
“The website is all designed and built, we just need to slap
in some content...
but that wasn’t the only absurd trend
People keep creating content the same old way
they always have - big WYSIWYG blobs
Blurrggghhhh
WYSIWYG
WYSIWTF
so maybe it needs a little more thought...
As a result, content now plays a key role in the strategic, creative and delivery phases of a project
which means we now get to:
* help clients understand it * think about it
* plan for it* conceptualise it
* write it* shoot it* make it
* manage it
so if it isn’t new, why do we need a content team?
(But there are also some more specialised parts of the discipline that we haven’t been doing...)
Plus, content roles are becoming the norm
As a discipline, it’s rapidly growing, evolving, morphing.
So how do the disciplines play?
Content and development collaboration is probably the least grey. Opportunities to work together include :
• SEO• CMS (selection, admin interface, governance)• Responsive content• Data modeling (which data)• Content delivery
a famous man once said ‘design is content is design’
Content is often expressed visually (photography, video), which is why there’s a natural link to design
Design is predominantly focused on the style, and how it supports the subject matter or brings it to life:
* What is the visual tone / mood?* What is the aesthetic? How does it work with client V.I?* What is appropriate stylistically?* How might the content work with other visual elements on the page, site, app, etc
Content is predominantly focused on substance and structure..
* What is the theme / message?* Where is the substance / meaning?* What is the narrative. Where does the story start, how does it move?* What is the tone, language of the content?* How does it work with other content on the page, app, site, etc ?* How does it work with/complement strategy (business/digital)?
the key is neither works without the other, which is why :
Substance StyleAwesome
and access to and delivery of content is just as important :
Design &UX
Content
Dev
Win
there’s crossover with UX too
[Sic]
s p a t i a lt e m p o r a l
u s e r
CONTENTUX
c o n t e x t
content audits + content schedules = content/UX 2gthr4vr
‘Overlap’ is the point.
So how do we organise our content offering?
We’ve chunked our content offering into 4 parts:
Strategy Governance Production Marketing
What is Content Strategy?
Content strategy plans for the creation, delivery, and governance of useful, usable content.
What is Content Strategy?
it’s asking and answering these questions :
• what sort of content is appropriate? • where do we get it from? • how much do we need? • how is it structured or prioritised?• how is it displayed?• how will we measure its success?
What is Content Strategy?
It’s the difference between :
‘we need some content’
and
‘what sort of content do we need’
What is Content Governance?
Content Governance is about planning. It’s about establishing process, rules, tools, people and anything else that helps the client manage content over time
It’s the piece of the content puzzle that often gets neglected.....until after a digital property has been launched and the content falls to pieces
It’s as much to do with the people as the process that need to be completed...
What is Content Production?
Making it!
What is Content Marketing?
It’s paid and/or organic methods of getting your content out there and helping (the right) people get to your content
What is Content Marketing?
It includes :
• SEO• SEM• Social• Email Marketing• Affiliate Marketing
Content : A coming of age story
and how does it fit in our process?
in the “good” old days process looked like this:
Publish it to the Publish it to the interwebsinterwebs
Draw a Draw a homepage, with homepage, with
some boxessome boxes
Build the pages Build the pages and some boxesand some boxes
Slap some words Slap some words into the boxesinto the boxes
Think about Think about boxesboxes
Draw some other Draw some other pages, and some pages, and some
more boxesmore boxes
oh and not this:
But these days our process has changed. And a ‘concept’ is a digital idea that is established on
the back of strategic insight, business intent and user needs.
So our process is starting to look a little more like this :
Strategy Concept Delivery
SMT
Producer
Concept Team
Producer
Strategy
Guide Full Project Team
Producer
Critters
Made up of design, UX, development and content peeps
Critters
Mr Designer Man Ms Developer Lady
Content Team
So what does a content person do?
Ultimately we help to plan for, curate,
create, amplify and manage digital
content over time.@MichaelEnokA
Content
and help us to be a company of :
let’s finish with a quote from someone who knew some stuff
“Im defo into this content buzz”
“The best people are the ones that understand content. They’re a pain in the butt to manage,
but you put up with it because they are so good”
WINWINWIN
Thanks
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