Content to push people to enter the transaction, to buy.
“(…) storytelling in the world of content marketing and its impact on prospects in the buyer’s journey and, ultimately, it became the inspiration behind my developing a framework for content with a purpose.”
(Jeff Freund ~ Content Marketing Institute)
My C5 design law of cards: Cards contain content chunks and code.
“(…) when we talk about cards in digital products, it’s important to understand that there are actually two, interrelated concepts at work that some people conflate as one. I’ll use some grossly simplified language to label them as cards as presentation and cards as third-party content. (…) A card is a single unit of content or functionality, presented in a concise visual package. More advanced cards use that form to surface content or functionality from other apps, and allow users to interact with that content or functionality directly in the context of where a user encounters the card.”
(Khoi Vinh a.k.a. @khoi ~ Subtraction)
Great example of content-first experience design.
“Our jobs as designers, coders, thinkers and writers is to deliver relevant content in a meaningful context. We are creating a complete reading experience where not only the visual delivery is responsive (desktop to tablet to smartphone) but also the content is responsive to the context of it’s consumption. We look at new phenomena like agile publishing and self-publishing (and a pretty triumphant return of print) and we collect data to get insights in the behavior of our audiences.”
(Robert Stulle a.k.a. @robertstulle ~ EdenSpiekermann)
The container model published on a Freitag. Re-usability of a content design concept.
“This way of thinking and curating our content became known as ‘blended content’. Each container is then filled with content containing a blend of verticals, a blend of tones or both. A container full of blended content can aggregate content from across the whole of the Guardian. Rather than pigeonholing and presenting content on the basis of how it was commissioned, blending frees it to appear anywhere in any combination.”
(Nick Haley a.k.a. twobobswerver ~ The Guardian beta)
I never understood why people made this distinction in the first place.
“Now that we can study how our content and our designs affect the users’ experiences, we clearly see how this separation is hurting us. We must change it.”
(Jared Spool ~ User Interface Engineering)
So many in our field have a similar background of tech writing, communication or documentation. These document people became the page people when the web hit them. Now they move on to the content universe. Keep on moving…
“Since the internet bubble burst of those many years ago, we’ve seen some large software companies stick around, although usually a little smaller they once were. And we’ve seen a few upstart companies turn into similarly large behemoths. Those companies still hire technical writers, although even then they tend to have different names, and often different roles. And they also hire people with funny new job titles like content strategist.”
(Neal Kaplan a.k.a. @nealkaplan ~ Customers and Content)
CS and UX in concert.
“Understanding how people think and what makes them tick is the common building block behind both creating content and designing experiences that matter to people. But before you dive into content planning or begin designing an experience, you have to understand what your audience finds meaningful. This is where UX research can provide insight to help inform content marketing efforts.”
(Caitlin Vlastakis Smith a.k.a. @caitvsmith ~ Content Marketing Institute)
Used to think in terms of perception, cognition and emotion when designing instructional software. L’histoire se… now it’s (digital) content.
“A cognitive effect is just a change in the mind of the audience. When we learn or are influenced or make a decision, there is a corresponding cognitive effect. Most of these are small and incremental. Some are breakthroughs. All things considered, breakthroughs are more relevant than small changes to our attitudes. The actual theory is quite a bit more complex than this, but we can gloss over that complexity for the time being.”
(James Mathewson ~ Writing for digital)
The enterprise context always adds complexity to the matter.
“Content strategy, its processes and tactics, are for many employees a new way of doing things. With so many content stakeholders and creators within a company, it can be incredibly difficult to not only get buy-in for strategic enterprise content approaches, but also on-going adoption.”
(Kris Mausser a.k.a. @krismausser ~ the discontented company)
Content as the generic term for all things digital stuff.
“The core problem seems to be a feeling that the word ‘content’ reduces thoughtful, artistic expressions to a commodity. The websites and apps we develop to elegantly deliver words, images and media experiences are perceived as empty containers, hungry for content to be poured into them. Content marketing campaigns depend on calendars that demand to be filled on a regularly scheduled basis. This may give the impression that an effective approach to content is to churn out generic stuff that fits the size and shape of the container, and meets the deadlines.”
(Rachel Lovinger a.k.a. @rlovinger ~ Razorfish Scatter Gather)
Sometimes, you need the Dutch truth to be told.
“Responsive design is a poor man’s content strategy to address multiple channels. Perhaps a technical masterpiece, but it adds nothing to the transmission of a message. It helps nothing with the basics of content strategy: the transfer of certain key messages to your target audience. Indeed, there is also such a thing as a need. When I use a smartphone, I have other needs, then when I’m on a desktop. Responsive design – solely – does not respond to that fact. It’s a technical trick that will make everything fit on my screen and makes it readable.”
(Ric van Westhreenen a.k.a. @roodlicht ~ Rood Licht)
And information architects, visual designers, interaction designers, web designers, applications designers, etc. too.
“If we, as UX designers, are providing complete UX solutions and setting our clients up to successfully manage their site or application moving forward, then we are providing some form of information architecture, interaction design and content strategy together.”
(Callie Myers ~ Nerdery)
Content collision ahead.
“So go ahead and break your models, test them by running various scenarios using real content. Inspect, then adapt your models because that’s design. This kind of model design is best done early and often, rather than downstream in production where the cost of change is insane.”
(Cleve Gibbon a.k.a. @cleveg)
Design with prose, not pixels.
“In this interview, Jeffrey Zeldman explains why you should use words and stories to frame an experience. He reveals his writing process and why good copy teases interest; and why making your content the focus, and removing distractions, engages readers and improves web experience.”
(Jeffrey Zeldman a.k.a. @zeldman)
As medium, material, and Marshall McLuhan.
“The industry seemed to assume that it was the very physicality of books, newspapers and magazines that we craved – or that we required in order to comprehend the idea of a digital equivalent. The industry was wrong. Digital newspapers that were actually much more like TV news-channel tickers have now all but disappeared.”
(Matt Gemmell a.k.a. @mattgemmell)
Content and interaction, a perfect match for the UX of apps?
Interview with Margot Bloomstein ~ “In some scenarios, getting a user to convert or react to a call to action is the desired outcome. It means your design and experience work. But if users are coming to and then quickly leaving your site, what are they really experiencing? If they don’t take the time to explore and discover they may not have any loyalty to you or the experience. And if you’re dealing in complex decisions, you want your users to take the time they need to fully understand and commit to their choice.”
(Sean Carmichael ~ UIE Brain Sparks)
Hope it helps.
A manifesto to connect experience design with content thinking. ~ “New challenges are upon us content people. The era of digital disruption requires adaptation at many levels by anyone involved with content, whatever its form or shape. As content crusaders, we want to point the road to travel with 10 imperatives. “Old school” and cutting-edge content organizations and professionals all face the same challenge of inventing and discovering mechanisms, rules and principles of unknown territories for content application. With this manifesto, we intend to reduce the friction in our collective journey of credible, useful, and relevant content for the digital era.”
(Bas Evers a.k.a. @everbass and Peter Bogaards a.k.a. @bogiezero ~ βiRDS on a W!RE)
Disclosure: I work at Informaat (The Netherlands)
Couldn’t have said it better. Although,I wouldn’t label people as content consumers.
“The focus and widespread knowledge towards the importance of web design, web development, usability, and user experience is definitely positive, considering that only a few years ago most of the meetings I have had with clients had to start with an explanation of what the term usability meant. However, what is missing in these discussions – what is in desperate need of attention – is web content and the creation of a comprehensive and unified strategy for it.”
(Wojciech Chojnacki ~ Six Revisions)
Every field should know its history and be proud of it.
“Content strategy is a new ‘old thing’, as old as publishing itself, so it’s potentially a foolhardy exercise to lay down a history – although we won’t let that stop us, oh no! (…) When it comes to web content in particular, whether technical content or marketing comms, content strategy has experienced exponential growth in the past decade.”
(Fiona Cullinan a.k.a. @fionacullinan ~ Firehead) ~ courtesy of infochef
Facts, not ‘factoids’. Find ‘Facts’, replace ‘Content’.
“Users hunt for facts online, so factually rich content will attract readers and keep their attention.”
(Jakob Nielsen ~ Alertbox)