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Build. Better. Content!
The document highlights key principles and strategies in content creation and management, advocating for a collaborative and iterative approach in the content lifecycle. It emphasizes the importance of creating meaningful and user-centered content, rather than merely producing more content. The core values of openness, boldness, and focus on impact are presented as essential for effective content strategy, particularly within Facebook's context.
In this document
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Introduction to the theme of content strategy with an emphasis on building better content.
Engagement with the audience by encouraging writers, builders, researchers, and designers to stand up.
Emphasizing the significance of how individuals identify themselves and the benefits of being open and bold.
Providing definitions and insights into content strategy from experts, underlining its creative aspects.
Focus on the quality of content rather than just the quantity, stressing on synergies between them.
Discussion on Facebook's approach to content, including user-generated content and related initiatives.
Exploring the concept of language as an interface and infrastructure in content strategy.
Distinctions between content strategy, copywriting, management of writers, marketing, and user experience.
Introducing the idea of intertwingling in design and content strategy.
Linking content design with systems, products, and experiences, enhancing engagement.
Focusing on good content experiences fulfilling user's needs and exceeding expectations.
Highlighting collaboration across teams and the lifecycle of content management.
Discussing the Build-Measure-Learn concept of lean content strategy and the importance of learning.
How Facebook designs content experiences, emphasizing core values guiding their strategy.
Reviewing past content strategies and the lessons learned from them regarding user engagement.
Introducing the concept of minimum viable content and its attributes that ensure usability and quality.
Illustrating the five planes of user experience and where content strategy fits within that framework.
Outlining Facebook's content principles focused on clarity, friendliness, and respect in communication.
Analyzing three products and their content strategy, emphasizing ease of use and user control.
Linking various elements of engagement with content strategy, reinforcing value in user experience.
Final thoughts promoting the importance of starting with 'Why', and value in interaction and design.
Concluding with a strong call to action on building better content with shared insights and resources.
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Build. Better. Content!
- 1. © Billy Rowlinson –flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Build BETTER Content
- 2. © Billy Rowlinson –flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ @jcolman Jonathon Colman Content Strategy,Facebook
- 3. © Billy Rowlinson –flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Get the full story bit.ly/fixourshit
- 4. Stand up if You’rea writer
- 5. Stand up if You’rea writer You’re a builder
- 6. Stand up if You’rea writer You’re a builder You’re a researcher
- 7. Stand up if You’rea writer You’re a builder You’re a researcher You’re a designer
- 8.
- 9. © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ We should all be standing
- 10.
- 11. How we identifyourselves Matters © Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
- 12. We work bestwhen we’re Open andbold © Brian Kingsley – flickr.com/photos/canihazit/7924965536 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
- 13.
- 14. Let’sbe open I’m acontent strategist © Billy Rowlinson – flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
- 15. We planfor thecreation, 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/ “
- 16. We use wordsanddata 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/ “
- 17. ContentStrategy is tocopywritingas Informationarchitectureis 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/ “
- 18. We don’t needmore 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/ “
- 19. We don’t needmore 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. “
- 20. But isn’t Facebook’scontent alluser-generated?
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- 24. © 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/
- 25. Language is An interface © 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/
- 26. © 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 Infrastructure concept: AndrewHinton
- 27.
- 28. 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/
- 29. Let’sbe bold © Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/ content strategy ≠ managingwriters
- 30. Let’sbe bold content strategy≠ content marketing © Simon Greig flickr.com/photos/xrrr/2349212841 Creative Commons license: https://creativecommons.org/licenses/by-nc-sa/2.0/
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- 37. © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Thisis content Source: DanSaffer/KickerStudio
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- 39. © Dan Saffer/Kicker Studio - kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Content Thisis designand engineering without Source: DanSaffer/KickerStudio
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- 41. This is content Strategy © Dan Saffer/Kicker Studio -kickerstudio.com/2008/12/the-disciplines-of-user-experience/ (used with permission) Source: DanSaffer/KickerStudio
- 42. 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
- 43. Let’sbe bold © Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Design contentas a Product concept: IanLurie
- 44. Let’sbe bold © Bruce Irving - flickr.com/photos/flyingsinger/86898565 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Design contentas an Experience
- 45.
- 46. “Yourgoal is yourgoal.” Quote by Michael Powers - http://www.slideshare.net/michaelpowers/better-content-with-analytics-and-user-testing /29 © Bronski Beat - flickr.com/photos/runesteiness/3843101159 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/ Source: MichaelPowers
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- 48. 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 Inspiredby: A.H.Maslow, SarahO’Keefe, Hilary Marsh,Wouter deBres, MattToback
- 49. © Skillset.org/Brain Traffic - blog.braintraffic.com/2010/01/behold-the-mighty-hive/ (used with permission) Contentneeds collaboration acrossteams Source: Skillset.org/Brain Traffic
- 50. © Erin Scime/DopeData.com - dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/ (used with permission) Content needs alifecycle Source: erinScime/Dopedata.com
- 51. “Build-Measure-Learn” © Eric Ries/The Lean Startup measure Build Learn Source: EricRies,TheLeanStartup Content is an Experience
- 52. measure Build Learn Data ProductsIdeas “Build-Measure-Learn” © Eric Ries/The Lean Startup that improves withiteration Source: Eric Ries,TheLeanStartup
- 53. Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey Single-Loop Learning Organizational action Outcomes Butyou can’tbe leanwithout learning Concept: Chris Argyris
- 54. Choo, C.W. (1998). Information Management for the Intelligent Organization (2nd ed.). Information Today, Inc.: Medford, New Jersey But youcan’tbe leanwithout learning Single-Loop Learning Norms Assumptions Strategies Organizational action Outcomes Double-LoopLearning Concept: Chris Argyris
- 55.
- 56. Start with theWhy why “Start with Why” © Simon Sinek, www.startwithwhy.com Chart:SimonSinek Make the world more openand connected
- 57. Continuewith theHow “Start with Why” © Simon Sinek, www.startwithwhy.com connectwith friends, discovertheworld, sharehow youwant how why Chart: SimonSinek
- 58. Then do theWhat “Start with Why” © Simon Sinek, www.startwithwhy.com Design,Engineering, Content, Research, marketing, product… how what why Chart: SimonSinek
- 59. © Facebook – facebook.com/careers Ourcorevalues Focuson Impact Beopen Be Bold Build Social value Move fast Seewhy core values matter for your contentstrategy
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- 63. © Facebook/Analog Research Lab © Thomas Hawk - flickr.com/photos/thomashawk/9735430146 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/
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- 71. What is MinimumViable Content? Source: LibbyBrittain/SarahO’Keefe
- 72. Ease of Use CraftValue © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Qualityframework Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
- 73. Ease of Use CraftValue Quality framework © Facebook/Analog Research Lab —Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
- 74. Ease of Use CraftValue Quality framework © Facebook/Analog Research Lab —Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
- 75. Quality framework © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Easeof Use CraftValue Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
- 76. Chart: JesseJamesGarrett © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) The five planes of userexperience
- 77. where content is seenandused © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: JesseJamesGarrett
- 78. Where content is modeledandbuilt © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: JesseJamesGarrett
- 79. Where content is proposedand planned © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: JesseJamesGarrett
- 80.
- 81. The path fromstrategytosurface is
- 82. The path fromstrategytosurface is Non-Linear © Daniel Olnes - flickr.com/photos/dno1967b/14785722509 Creative Commons license: https://creativecommons.org/licenses/by/2.0/
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- 86. Does this soundlike us? Error24601:Neg FaultConfig ^n2.1x
- 87. Does this soundlike us? Error24601:Neg FaultConfig ^n2.1x LOLz,404 #YOLO
- 88. Does this soundlike us? Error24601:Neg FaultConfig ^n2.1x LOLz,404 #YOLO Sorry,there’s atemporary issue withyour post. Pleasetry again inaminute.
- 89. Sorry,there’s atemporary issuewithyour post. Pleasetry again inaminute.
- 90. Sorry,there’s atemporary issuewithyour post. Pleasetry again inaminute. Whathappened?
- 91. Sorry,there’s atemporary issuewithyour post. Pleasetry again inaminute. Where did it happen?
- 92. Sorry,there’s atemporary issuewithyour post. Pleasetry again inaminute. Whatshould I do next?
- 93. Sorry,there’s atemporary issuewithyour post. Pleasetry again inaminute. When?
- 94. Sorry,there’s atemporary issuewithyour post. Pleasetry again inaminute. Oh No!Did I do something wrong? Great! So it’s OKAY? How long will all this take? will Ilose my work?
- 95. Sorry,there’s atemporary issuewithyour post. Pleasetry again inaminute. fear Relief Impatience Anxiety
- 96.
- 97. What I’ve learned fromTHREE products © Allyde Winters – flickr.com/photos/allywin13/13568230105 Creative Commons license: https://creativecommons.org/licenses/by-nc-nd/2.0/
- 98. Saved Less is moredifficult © Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
- 99.
- 100. Saved Make the most ofsmall spaces © Facebook - http://newsroom.fb.com/news/2014/07/introducing-save-on-facebook/
- 101. Login The best content isinvisible © Facebook - http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
- 102. Login show examples, not concepts © Facebook -http://newsroom.fb.com/news/2014/04/f8-introducing-anonymous-login-and-an-updated-facebook-login/
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- 105. Nearby Friends Let peopleopt-in © Facebook
- 106. Nearby Friends give themcontrol © Facebook
- 107. Optional and opt-in Showsyou value upfront Offers you clearchoices Easy to opt-out ContentStrategy outcomes
- 108. We plannedfor these experiences © Jesse James Garrett, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission) Chart: JesseJamesGarrett
- 109. So we could buildthem © Jesse James Garrett, The Elements of User Experience -http://www.jjg.net/elements/ (used with permission) Chart: JesseJamesGarrett
- 110. Forpeople to use © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Chart: JesseJamesGarrett
- 111. © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Thisis where Content Strategy Happens Chart: JesseJamesGarrett
- 112. Let’sStand upfor Value © Facebook/Analog Research Lab — Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source:Russ Maschmeyer,Julie Zhuo, AdamMosseri
- 113. Let’sStand upfor Value Easeof Use © Facebook/Analog Research Lab —Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
- 114. Let’sStand upfor Value Easeof Use Craft © Facebook/Analog Research Lab —Russ Maschmeyer, Julie Zhuo, and Adam Mosseri Source: Russ Maschmeyer,Julie Zhuo, AdamMosseri
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- 128. © Thomas Hawk – flickr.com/photos/thomashawk/11100543796 Creative Commons license: https://creativecommons.org/licenses/by-nc/2.0/ We should all be standing
- 129. © Billy Rowlinson –flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Build BETTER Content
- 130. © Billy Rowlinson –flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ @jcolman Jonathon Colman Content Strategy,Facebook
- 131. © Billy Rowlinson –flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ Get the full story bit.ly/fixourshit
- 132. © Billy Rowlinson –flickr.com/photos/billyrowlinson/3193773937 Creative Commons license: https://creativecommons.org/licenses/by/2.0/ 200+ free Content strategy resources bit.ly/epic-cs