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The content we put on our websites is an afterthought, lumped in with marketing that happens after a site is built. But a great content strategy starts during the wireframing process and continues long after a site design is finished. This deck is geared towards giving content strategists some practical tips to propose to your teams to make sure that you can carve out space and time in a project so that you can do your work well. It includes two real life examples AND some Super Mario references.
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a presentation by
October 2, 2014
Kate Eyler-Werve
Integrating Content Strategy and UX
About Mightybytes
We solve problems by:
• UX research and strategy
• Responsive web design and development
• Content strategy
• Digital marketing and SEO
• Motion graphics
• Product development
• Drupal, Wordpress, Expression Engine
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Who We Work WithMightybytes has over a decade of experience helping both for-profit and nonprofit organizations meet their goals.
Is your content strategy Princess Peach?
People Process
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How to do “Content First” web design
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Phase
The People
• Project Manager • Developer
• Content Strategist • UX Designer
The Process
Sketch
Audience Goals MetricsBusiness Goals
The Project Phase: Concepting
Documentation and Deliverables
Annotated Wireframes
Site Maps
a presentation by
Example 1: Building a new site
SmartPowerIllinois.org: Wireframes
Learn about the smart grid
Rank high in SEO
Page 1, Google Search
SmartPowerIllinois.org: Wireframes
Process: Joint wireframe sketch session
Deliverable: Annotated Wireframes
SmartPowerIllinois.org: Site Map
When do I get the smart meter?
Rank high in SEO
Page 1, Google Search
SmartPowerIllinois.org: Site Map
Process: Joint site mapping
Deliverable: Landing page
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Example 2: Iterating an existing site
Mightybytes.com: Homepage Design
Can Mightybytes solve my problem?
Showcase our expertise without a slider
Clicks throughs
Plan A: The Grid
Approach: Grid Result: 6% click through rate
Plan B: Single Call to Action
Approach: Single CTA
Result: 21% click through rate
Mightybytes.com: Reduce Pages
Can Mightybytes solve my problem?
Minimize number of website pages
Eliminate low click pages
404 Page Not Found
Plan A: Remove “Services” Page
Approach: Cut page w/ 2% views
Result: Moz rank crash
Plan B: Add “Capabilities” Section
Approach: Add capabilities
Result: Moz rank recovery
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The Thrilling Conclusion!
People Process
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It’s dangerous to go alone. Take this!
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Phase
!
Presentation by Kate Eyler-Werve
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