Web content that works
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Web Copy That WorksCreate Your Brand-Driven Content Strategy
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Frank Marquardt
Director, Content Strategy, The Barbarian Group
@tralition
20 yrs. exp. as a writer + editor
A capable but unexceptional swimmer
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The practice of planning how content will create awesome user experiences.
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Simple ObjectivesU!"r! L#v" I$
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Simple ObjectivesOr%&'(&$)#'! C&' U!" I$
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Discovery
Stakeholders Findings
Competitive Audit
Audit Content
Data/Metrics Analysis
Design
Content Inventory
Workflow
Governance Plan
Editorial Calendar
Create
Copydeck
Manage
Content Audit
Competitive Audit
Metrics Analysis
Strategy
Content Strategy
Voice/Tone
Messaging Framework
Sample Deliverables by Project Phase
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Course ObjectivesKnow what you’re doing with content, good and badKnow what your competitors are doing with contentIdentify opportunities to improve your content by auditing it and by auditing your competitors
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Discovery
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BehaviorsAnalyticsUser surveysFocus groupsUser interviewsBest practicesBenchmarking
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What’s the business objective? ExamplesImprove usability of checkout processBenchmark articles against professional publicationsReview and improve CTAsIdentify 5 quick wins through improving contentAssess cross-promotional opportunities across siteAssess effectiveness of content in meeting user needsRedesign a site to make it responsive
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What does the user need? Content that’s usefulContent that’s understandable Content that’s credible, informative, uniqueSharable contentClear communication about what you do, why you do it, why it matters, what they can doSimple, easy ways to accomplish their goals
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Competitive Audit
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Learn about the landscapeIdentify best practicesIdentify common patterns and approachesDifferentiate your executionAssess against a set of criteriaIdentify weaknesses and strengthsValidate recommendations
Lots of uses
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Clad’s magazine-style
content on Clad lives
in the Damn Good
Advice section.
JCrew’s editorial
features—Jack Knows
Best, The Always List,
and Spotlight—offer
tips, how-tos, and
products for amping
up your style.
Learn about the landscape
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Navigation is ambiguous. The term “Natural Learning” has no tangible correlation to specific types of information.
Identify best practices
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Navigation labels in category tend to be direct and obvious.
Implication: Kashi’s navigation labels risk confusing users.
Identify best practices
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Differentiate your execution
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Assess against a set of criteria
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Zoom Hot Spots Video
Not available or very limited use
Not available or very limited use
Not available or very limited use
Limited or hard-to-use zoomHot spots on small/medium
image, no icons, or static overview
Tutorial videos or 3rd-party (e.g. Sell point) info
pop-ups
Zoom with some controls and satisfactory detail
Hero image w/expandable hot spots, detail info on hover
High-quality videos for flagship products
Full-screen, two-stage zoom, with hover “loupe”
Hero image w/expandable hot spots, detail w/visuals, info on
hover
Quality (720p) videos for wide product range
World-class execution World-class execution World-class execution
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Site Zoom Hot Spots Video
LG
Blackberry
Motorola
Apple
‣ Category insight: Best in-category sites deliver robust product detailing and in-situ visuals, including strong videos, that highlight smart phones’ social capabilities.
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Opportunities: Use video content to highlight emotional product qualities that make phones fun & social. Extend video content to detail how to do everyday activities.
Blackberry offers an extensive list of videos to help existing or new users understand exactly how things work.
Motorola uses product photography and zoom to
highlight the design and show off the details.
LG uses video to highlight, the fun, social experiences the
product makes possible.
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Content Audits
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Many things to auditNavigationProduct copyMessagingArticlesConsistency in languageCalls to action (CTAs)SEO-optimizationHomepageContent types
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What does the Cereal Finder, Recyclebank, Tasty Fiber, the REAL Project or any of the other sections here have to do with “Events”? Risk: Navigation that doesn’t appropriately reflect the content can prevent users from finding it. Opportunity: Renaming the “Events” section so that it the label reflects the content with in it will let users know what they’re getting and why to click.
Navigation
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The primary block of text on the page tells what the organization does, but the message is passive.
Risks: Bureaucratic-level impactzzzzzzzzzzzzzzzzzzzzzzzz. Opportunities: Show impact through a startling infographic, provide a pathway for citizens looking to solve a problem, or use an active headline to encourage engagement.
Messaging
Objective: Drive engagementUser Goal: Make info useful
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CTAs
Multiple CTAs and lots of copy risks confusing users about what the site wants them to do. What is the primary communication objective?
Clear, single use of CTA delivers a defined, primary action for users come to the homepage promo.
Objective: Increase sign ups or donationsUser Goal: Effective calls to action
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Homepage
Objective: Optimize the home pageUser Goal: Accomplish key tasks easily
What is priority of donation? Would integrating it as navigation increase conversion?
Could a CTA like “See how we make a difference” to learn more help users navigate?
Stronger titles that use keywords could increase clarity for intended audience and SEO on news items.
HTML title tags lack metadata and keywords that could help drive SEO.
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Content types
Sometimes the audit needs to identify how much of what type of content you have to inform future planning.
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Offer actionable recommendations
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HomeworkDo a competitive audit and/or content audit for your organization. Define a set of criteria and objectives for your work up front. Look at how competitor sites do things. Look at how your site does it. Summarize findings and identify recommendations.
We’ll talk about your work next week!
Meanwhile, see you online.