Your AudienceLaura Creekmore@lauracreekmore

http://slideshare.net/lauracreekmore

Designed forContent

Thursday, October 17, 13

NO MORE JUST KNOWING

Thursday, October 17, 13

http://www.flickr.com/photos/ell-r-brown/

Thursday, October 17, 13

http://www.flickr.com/photos/sa_steve/

Thursday, October 17, 13

http://www.flickr.com/photos/markgregory/

Thursday, October 17, 13

http://www.flickr.com/photos/toolstop/

Thursday, October 17, 13

http://www.flickr.com/photos/dougtone/

Thursday, October 17, 13

Thursday, October 17, 13

http://www.flickr.com/photos/dougtone/

Thursday, October 17, 13

CheapQuick

Good

Thursday, October 17, 13

CheapQuick

Good NOTREAL

Thursday, October 17, 13

0Thursday, October 17, 13

http://www.flickr.com/photos/scottfeldstein/

Thursday, October 17, 13

http://www.flickr.com/photos/pamelav/

Thursday, October 17, 13

Photo by http://www.flickr.com/photos/aussiegall/

Thursday, October 17, 13

Photo by http://www.flickr.com/photos/epsos/

Thursday, October 17, 13

Photo by http://www.flickr.com/photos/mdpettitt/

Thursday, October 17, 13

Thursday, October 17, 13

I need directions

to the restaurant.

Thursday, October 17, 13

I want to know if people

like me liked this product.

I need directions

to the restaurant.

Thursday, October 17, 13

I want to know if people

like me liked this product.

I want to find out what

my shipping options are.

I need directions

to the restaurant.

Thursday, October 17, 13

http://www.flickr.com/photos/deizans/With thanks to Daniel EizansThursday, October 17, 13

Thursday, October 17, 13

Thursday, October 17, 13

http://www.flickr.com/photos/rosenfeldmedia/Thursday, October 17, 13

Thursday, October 17, 13

http://www.flickr.com/photos/crystiancruz/Thursday, October 17, 13

Thursday, October 17, 13

http://www.flickr.com/photos/krcla/

Thursday, October 17, 13

http://www.flickr.com/photos/shine3/

Thursday, October 17, 13

Thursday, October 17, 13

Thursday, October 17, 13

Surveys

Usability Testing

Web Analytics

Thursday, October 17, 13

http://www.flickr.com/photos/bayasaa/

Thursday, October 17, 13

With thanks to Daniel EizansThursday, October 17, 13

Audience Needs + Business GoalsCONTENT

Thursday, October 17, 13

ChannelsMessagesEdit CalendarContent TemplatesCMS Decisions

Thursday, October 17, 13

SEOAccessibilityReadabilitySuitability

Thursday, October 17, 13

How Will I Know?

http://www.flickr.com/photos/tm_10001/

Thursday, October 17, 13

Reading Level Testshttp://www.readability-score.com/

Thursday, October 17, 13

I am going to the store today.

Thursday, October 17, 13

I am going to the store today.

Store the going today I am to.

Thursday, October 17, 13

When you feel chest pains, you need urgent medical attention. Please don't

wait to see if you feel better, or postpone going to the physician because

you don't want to be a bother. Your physician would much rather check you out and send you home with a diagnosis of heartburn than have you sit at home

and die of a heart attack.

Thursday, October 17, 13

What to do if you feel chest pains:Get urgent medical attention.

Don't wait to see if you feel better, or put off going to the doctor. Your health is important to your doctor. Your doctor is the best person to

see what is wrong. Your life could be at stake!

Thursday, October 17, 13

What to do if you feel chest pains:Get urgent medical attention. Don't wait to see if you feel better, or put off going to the hospital. Your health is important to your physician. Your physician is the best

person to see what is wrong. Your life could be at stake!

Thursday, October 17, 13

http://contentsmagazine.com/articles/the-audience-you-didn%E2%80%99t-know-you-had/

Thursday, October 17, 13

http://plainlanguage.gov

http://centerforplainlanguage.org

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyon

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake trout

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming which

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space skiing

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space skiingwater

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space skiingwater want

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space skiingwater want

grid

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space skiingwater want

grid Flaming

Thursday, October 17, 13

A Fisherman’s ParadiseFlaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially !shermen

Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ !shing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat.

canyonthe National

Lake troutcountry is

Flaming whichtake trophy

space skiingwater want

grid Flamingthe

Thursday, October 17, 13

USABILITY AND A/B TESTING

Thursday, October 17, 13

http://alistapart.com/article/testing-content

Thursday, October 17, 13

http://www.flickr.com/photos/ben_grey/

Thursday, October 17, 13

Everyone talks to customers

Thursday, October 17, 13

Personas are part of the team

Thursday, October 17, 13

Thursday, October 17, 13

Selling it

Thursday, October 17, 13

http://www.flickr.com/photos/8906966@N02/

Thursday, October 17, 13

http://www.flickr.com/photos/ell-r-brown/

Thursday, October 17, 13

@lauracreekmorehttp://slideshare.net/lauracreekmore

Thursday, October 17, 13