Build. Better. Content!

© Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Build BETTER
Content

@jcolman
Jonathon Colman
Content Strategy,Facebook

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Stand up if
You’re a writer
You’re a builder

Stand up if
You’re a writer
You’re a builder
You’re a researcher

Stand up if
You’re a writer
You’re a builder
You’re a researcher
You’re a designer

© Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
hey

© Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
We should all be standing

How we identifyourselves
Matters
© Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

We work best when we’re
Open andbold
© Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

Let’sbe open
I’m a content
strategist

We planfor the creation,
publication, andgovernance
of useful, usable content.
Kristina Halvorson
CEO/Founder,Brain traffic
Co-author, ContentStrategy for the Web
Quote by Kristina Halvorson (@halvorson) - http://alistapart.com/article/thedisciplineofcontentstrategy © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
“

We use wordsand data tocreate
unambiguouscontentthatsupports
meaningful,interactive experiences.
Rachel Lovinger
ExperienceDirector, Razorfish
Quote by Rachel Lovinger (@rlovinger) - http://boxesandarrows.com/content-strategy-the-philosophy-of-data/ © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
“

ContentStrategy is tocopywritingas
Information architectureis todesign.
Rachel Lovinger
ExperienceDirector, Razorfish
Quote by Rachel Lovinger (@rlovinger) - http://boxesandarrows.com/content-strategy-the-philosophy-of-data/ © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
“

We don’t need more content.
Sara Wachter-Boettcher
ContentStrategist
Author, ContentEverywhere
Quote by Sara Wachter-Boettcher (@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
“

We don’t need more content.
We need contentthat
Sara Wachter-Boettcher
ContentStrategist
Author, ContentEverywhere
Quote by Sara Wachter-Boettcher (@sarawb) - http://www.slideshare.net/Saraboettcher/changing-content-changing-culture © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Does more.
“

But isn’t Facebook’scontent
all user-generated?

© Facebook
http://newsroom.fb.com/news/2014/01/introducing-paper-stories-from-facebook-2/ http://newsroom.fb.com/news/2014/06/introducing-slingshot-a-creative-labs-app/ http://newsroom.fb.com/news/2014/07/introducing-the-internet-org-app/

Language is
An interface
© Facebook

© Facebook
Language is
Infrastructure
concept: AndrewHinton

Let’sbe bold
content strategy ≠
copywriting
© Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/

Let’sbe bold
managingwriters

Let’sbe bold
content marketing

© K@_UX – flickr.com/photos/k2_ux/8447614776 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Let’sbe bold
content strategy =
interaction design

Let’sbe bold
content strategy =
user experience

Let’sbe bold
content strategy =
Design thinking

intertwingled

© Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission)
Source: DanSaffer/KickerStudio

This is content

Content
This is designand
engineering without

This is content
Strategy

Let’sbe bold
© Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
Design contentas a
System concept: Erin Kissane

Let’sbe bold
Design contentas a
Product concept: IanLurie

Let’sbe bold
Design contentas an
Experience

Listen:
“Page viewsaren’t
yourgoal.”
Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-use r-testing /29
Source: MichaelPowers

“Yourgoal is
yourgoal.”
Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-use r-testing /29 © Bronski Beat - flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
Source: MichaelPowers

Self-
actualization
Esteem
Love &Belonging
Safety
Physiological
A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm
Good content
experiences
meetour needs
Source: A.H.Maslow

Joy
Usability
Accessibility
Core Functionality
Purpose
A.H. Maslow (1943). “A Theory of Human Motivation”. Psychological Review (50, 370-396). Retrieved in August, 2014 from psychclassics.yorku.ca/Maslow/motivation.htm
Greatcontent
experiences
exceedthem
Inspired by: A.H.Maslow, SarahO’Keefe,
Hilary Marsh,Wouter deBres, MattToback

© Skillset.org/Brain Traffic - blog.braintraffic.com/2010/01/behold-the-mighty-hive/ (used with permission)
Content needs
collaboration
acrossteams
Source: Skillset.org/Brain Traffic

© Erin Scime/DopeData.com - dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/ (used with permission)
Content needs
a lifecycle
Source: erinScime/Dopedata.com

“Build-Measure-Learn” © Eric Ries/The Lean Startup
measure
Build
Learn
Source: Eric Ries,TheLeanStartup
Content is an
Experience

measure
Build
Learn
Data
ProductsIdeas
“Build-Measure-Learn” © Eric Ries/The Lean Startup
that improves
with iteration
Source: Eric Ries,TheLeanStartup

Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey
Single-Loop Learning
Organizational
action
Outcomes
But you can’tbe leanwithout learning
Concept: Chris Argyris

But you can’tbe leanwithout learning
Norms
Assumptions
Strategies
Organizational
action
Outcomes
Double-LoopLearning

© Thomas Hawk - flickr.com/photos/thomashawk/14875780140/ Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
How we design
Content experiences
at Facebook

Start with theWhy
why
“Start with Why” © Simon Sinek, www.startwithwhy.com
Chart: SimonSinek
Make the world
more openand
connected

Continuewith theHow
connectwith friends,
discover theworld,
sharehow youwant
how
why
Chart: SimonSinek

Then do theWhat
Design, Engineering,
Content, Research,
marketing, product…
how
what
why
Chart: SimonSinek

© Facebook – facebook.com/careers
Ourcorevalues
Focuson Impact
Be open
Be Bold
Build Social value
Move fast
Seewhy core values matter
for your contentstrategy

© Facebook – facebook.com/careers
Whatwe
Used to say

Norms
Assumptions
Strategies
Organizational
action
Outcomes
Double-LoopLearning

What is
MinimumViable
Content?
Source: Libby Brittain/SarahO’Keefe

Ease of
Use
CraftValue
© Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri
Quality framework
Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri

Ease of
Use
CraftValue
Quality framework

Quality framework
Ease of
Use
CraftValue

Chart: JesseJamesGarrett
© Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
The five planes of
userexperience

where content is
seenand used

Where content is
modeledand built

Where content is
proposed and planned

Where
Content Strategy
Happens

The path fromstrategy tosurface is

The path fromstrategy tosurface is
Non-Linear
© Daniel Olnes - flickr.com/photos/dno1967b/14785722509 Creative Commons license: https://creativecommons.org/licenses/by/2.0/

© Facebook/Content Strategy
OurContentPrinciples
Use plain language and be
concise.

concise.
Clearly explain how things
work and give people enough
info to make good decisions.

concise.
Be friendly, conversational
and respectful—like you’re
talking to a neighbor.

Does this sound like us?
Error24601:Neg FaultConfig ^n2.1x

LOLz,404 #YOLO

LOLz,404 #YOLO
Sorry,there’s atemporary issue withyour
post. Pleasetry again inaminute.

Whathappened?

Where did it happen?

Whatshould
I do next?

When?

Oh No!Did I do
something wrong?
Great! So
it’s OKAY?
How long will
all this take?
will Ilose
my work?

fear
Relief Impatience
Anxiety

concise.
Be friendly, conversational
and respectful—like you’re
talking to a neighbor.

What I’ve learned
from THREE
products
© Allyde Winters – flickr.com/photos/allywin13/13568230105 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/

Saved
Don’t getin the way

Saved
Make the most
of small spaces

Login
The best content
is invisible
© Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/

Login
show examples,
not concepts

Login
Break Apart
bigdecisions

Optional and opt-in
Shows you value upfront
Offers you clearchoices
Easy to opt-out
ContentStrategy outcomes

We plannedfor
these experiences

So we could
buildthem

Forpeople
to use

This is where
Content Strategy
Happens

Let’sStand upfor
Value

Let’sStand upfor
Value
Easeof Use

Let’sStand upfor
Value
Easeof Use
Craft

why
how
what
Let’sStand upfor
Starting
with Why
Chart: SimonSinek

Let’sStand upfor
Interaction design
User experience
Designthinking

Let’sStand upfor
Intertwingling

Let’sStand upfor
Better content

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