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Designing Content for Customers

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DESIGNING CONTENT FOR CUSTOMERS MIKE ATHERTO N @M IK E AT HE RT ON


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A LITTLE HISTORY PART ONE @M IK E AT HE RT ON


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O NC E U PON A TI M E TH ER E WAS AD V E RT IS I N G .


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WE D RI VE INTO THE FUTURE USI NG OUR REAR-VIEW MIRROR. — MARSH ALL MCLU HAN @ M IKE AT H E RTON


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"T HIS WAS BAC K WH EN TH E IN T E R N E T WA S S TI L L S OM E E X OT I C P E T K E P T I N T H E C OR NER OF THE PU B LIS H IN G WO R L D - T H R O W S O ME K I B B L E AT I T, WAT C H I T D A N C E O N I TS L I TTLE LEASH , OH QUI TE CU T E , I T D E F I N IT E LY W O N ' T K IL L U S I N T H E N I G H T.” GI LL I AN FLYNN — G ONE GIR L


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W E T RI ED TO MA KE T H E NE W T E C H N O L O G Y W OR K L IK E T H E O L D T E C H N O L O G Y.


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CO NT E NT I S K I N G .


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T HE PLA CE WHE R E N EW R O O M S A R E A D D E D TO S IL E N C E TH E G H OS TS .


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THE PROBLEM PART TWO @M IK E AT HE RT ON


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T H E OAT M E AL SOME BUSI NE S S ES S T I LL T H I NK O F T HE W EB AS T HE I R P E R S ON AL FAN Z I N E .


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BUSINESS S TR UC TUR E A S WE B S I T E S T R UC T UR E IS N E V ER A GOOD I D E A.


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W IT HOU T A S ENS E O F DI R ECTI O N , W E B S I TE C ON TE N T G O ES S I L LY. SL IDESH ARE. NET /N ICEPA UL /R EV OL UTI ON IS IN G- GO VU K-PA UL-ANNETT-AT-IA -SU MM IT-2013


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CU ST OM ER S WA N T WHAT TH E Y WA N T, N OT WH AT Y OU WA N T. XK CD .CO M/ 773 /


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THE RISE OF CONTENT STRATEGY PART THR EE @M IK E AT HE RT ON


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YOUR BRAND ISN’T WHAT YO U SAY IT IS. IT’S WHAT THEY SAY IT IS. — MARTY NE UMEIER @ M IKE AT H E RTON


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CO NTE NT I S A T R A NS A CT I O N O F I N F OR M ATI O N AN D AT T EN TI ON .


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C ONT ENT STRATE GY S O LIDI FI E S H O W U S E R - C E N TE R ED P R I N C I P L E S A P P LY T O C O N T E N T. BL O G. BR AIN TR AF FI C.CO M /2 012 /0 7 /FR OM- T HE- AR CHI VE -BR AIN-TR AF FI C-LA NDS-THE -QUA D/


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Where is it? What does it look like? How much is it? What does it have in it? Is it available? Is it any good? Is it the whole place? Is the host an asshole? W HAT A RE TH E TO P TH IN GS I WA N T T O K N O W WH E N CH OO S I N G A N A I R B N B ?


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What does it look like? How much is it? Is it available? Where is it? Is it the whole place?


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What does it have in it?


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Is it any good?


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Is the host an asshole?


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DRA ST I CA LLY REVI SE D CO N TE NT B A S ED O N M O S T C OM M ON I N F OR M ATI ON - S E E K I N G TAS K . SL IDESH ARE. NET /N ICEPA UL /R EV OL UTI ON IS IN G- GO VU K-PA UL-ANNETT-AT-IA -SU MM IT-2013


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TOP TASK : FI ND OUT WHEN THE N EXT BAN K HOLIDAY IS TOP TASK: F IND OUT H OW MUCH PASSP ORT R ENEWAL COSTS GDS R A DIC ALLY SIM PLIF IED CO N T E N T B A S E D O N W H AT U S E R S M O S T WA N T E D T O K N O W. SL IDESH ARE. NET /N ICEPA UL /R EV OL UTI ON IS IN G- GO VU K-PA UL-ANNETT-AT-IA -SU MM IT-2013


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SEA R CH LOG S T E LL Y OU WANT P E O P L E WA N T, IN T H E T ER M I N O L O G Y T H E Y U S E . H TT P :// RO SE NFEL DM ED IA. COM /B OO K S/S EA RC H-ANALYTI CS -FOR-YOU R-SI TE /


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NH S WEBS ITE ‘ TO P TASK ’ R A NK I NG D E T ER M I N ES WHER E T H E CO N T E N T P R I OR I TI E S S H OU L D B E . SL IDESH ARE. NET /G ER RY MC GOV ER N/G ER RY-M CGO V E RN-TOP-TAS K S-A N-E VE NT-APART-2 01 5


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O ECD T O P AN D BO T TO M TAS K S SL IDESH ARE. NET /G ER RY MC GOV ER N/G ER RY-M CGO V E RN-TOP-TAS K S-A N-E VE NT-APART-2 01 5


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SCOT TI SH EN TE RP RISE INNOVATION NORWAY EN TE RP RISE IRELAND BO TT OM-R ANKI N G TA S KS TE LL YO U WHAT ’S N O T S O IM P ORTAN T TO P R I OR I TI S E . SL IDESH ARE. NET /G ER RY MC GOV ER N/G ER RY-M CGO V E RN-TOP-TAS K S-A N-E VE NT-APART-2 01 5


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NOVOLU ME.CO.UK Drive sales Improve media relations Improve candidate quality B US I N E S S E S S H OUL D C AR E L E S S ABOUT T H I S . Reduce helpdesk calls Improve employee satisfaction Improve brand recall B US I N E S S E S S H OUL D C AR E M OR E ABOUT T H I S . W EBSI TES SHOUL D N O T BE A S S ES S ED O N TA S T E, B U T O N M E E TI N G B U S I N E S S G OAL S .


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J OS E P H P I N E I I AN D JAM E S H . G I L M OR E - T H E E XP E R I E N CE E CON OM Y, 19 9 9 TRANSF ORMATIONS DIFFERENTIATION SERVICES GOODS COMMODITIES PRICE PREMIUM VA LUE I NC REA S ES AS EXPE R IEN CE D R I VE S B E H AVI OU R CUS TOME R RELEVANCY EXPERIENCES


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THE L AUNC H O F G DS KI C KS TA RT ED D EM A N D F O R U S E R EX P ER I E N C E D E S I G N I N U K B U S I N E S S .


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IN 2 01 1, 1 IN 5 PHON E CA LLS TO GOVERNM ENT HE LPLINES WERE AS A R ESULT OF FA ILE D ONLINE TRANSAC TION S. — DIGITAL E FFI CIENCY REPO RT, 2012 @ M IKE AT H E RTON


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GO V.UK / DE S I GN -P R I N CI P L ES


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GO V.UK / DE S I GN -P R I N CI P L ES


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CO NT ENT ‘R O T ’ - R EMO VE T HE R E D U N D A N T, O U T D AT ED , O R T R I V I A L


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NE TLIF E RE SE ARCH CO NT E NT I S T H E FI R S T T H I N G TO B E D ES I G N E D . S L I DE S H A R E . NE T /A UDU NRU NDBE RG /TH E-C OR E- MO DEL -G ET T ING -T O-BUS INESS -WHI LE-M AKI NG -F RI ENDS 20 15-I A-SU MMI TMASTE R


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CO NTENT S PEC S H EE T S D E FI NE TA S K-B A S ED M IS S I ON S TO B E C OM P L E TE D .


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C ONT ENT CR EATION A ND W O R K F L O W S TA RT S B E F OR E I N T ER FA C E D E S I G N A N D D E V E L O P M E N T.


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DESIGN IS THE M ETH OD O F PUTTING FORM AND CONTEN T TO GETH ER . — PAU L RAND @ M IKE AT H E RTON


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C ONTENT P RI NCI P LES WO R K LI KE O T HER D ES I GN PR I N C IP L E S I N M AI N TAI N I N G C OH E R E N C E .


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GOING FURTHER PART FOUR @M IK E AT HE RT ON


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A I RB N B CI T Y GU I D ES S UP P ORT C U S TO M ER S ’ TOP TAS K S .


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M AI LC HI M P R ES O UR CES D EVE LO P T HE WI D ER S KI L L S TH EI R CU S TOM E R S N E E D .


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CO NTENT I S D E CO UPLE D F R OM T HE I N T ER FA C E T O B E E X P ER I E N C E D AN Y W H E R E .


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CO NTENT M US T H AV E S T R U CT UR E T O B E S T I T CH E D I N T O TH E FAB R I C OF TH E W E B .


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I T ’S CA LL ED A ‘ WEB ’ FO R A R E AS ON .


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SUMMING UP People don’t come to browse, they come to get shit done. Useful content supports top tasks for key users, so we have to get close to customers to understand them. Task-centred content transforms the website from mere brand marketing to being a true business supporter with measurable ROI. Compelling content is focused, memorable, distinctive, brief, and never without a call to action. Future-friendly content is pushed to the edges of the network. @ M IKE AT H E RTON


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“SPACE IS NO T THE PR OBLEM . ATTENTION IS.” — GERRY M CGOV ERN @ M IKE AT H E RTON


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T H AN KS ! T H IS R E M IX S TAN D S P ROUD LY ON T H E S H OUL D E R S OF G E R RY M CG OV E R N LOU ROSE N F E L D PAUL ANNE T T H IL ARY M AR S H R AC H E L LOV I N G E R N E T L I F E R E S E ARC H B R AI N T R AF F I C AN D OT H E RS… @ M IKE AT H E RTON


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