At the beginning of the month I attended Confab Europe in Barcelona. It was two days full of practical lessons from the great and the good of content strategy. Now that I’ve made sense of my notes here are my top five takeaways from the conference.
1. Without a strategy you’re just a bear in a field with your mouth open
From Content/Communication – Kristina Halvorson
If a bear’s goal is to feed itself, its strategy is to go down to the river and stand in it, its tactic is to open its mouth and catch fish. What happens if you take the strategy out of the equation? The bear is just standing in a field with its mouth open.
Goals identify what we want to achieve and our tactics are how we’re going to do it (or what methods we’re going to use). Our strategy provides us with a direction and helps us make decisions about what to prioritise.
2. Focus on core pages, not your homepage
Core pages are where users solve their tasks and reach your business objectives. The core model develops your content around these pages with a structure based on paths, not hierarchy.
NetLife Research’s five step workshop process helps you to develop your website beginning with core pages, not your homepage:
- Identify core pages – based on your users’ top tasks
- Discuss inward paths – how do users find your website?
- Discuss core content – based on your users top tasks
- Plan forward paths – what do you want users to do next?
- Prioritise content blocks – what will go where on the page?
3. Label your content like your post
We need to pair responsive design with responsive content. How we do this is by giving our content structure. With this structure we can move away from thinking of content as pages, instead it becomes modular blocks that are reusable in a variety of locations.
As content becomes modular we need to have a system for determining where it gets published. When we put something in the post we label it so that it gets delivered to the right place. If we label our content in a similar way we create the structure allowing its reuse in multiple contexts (or delivered to multiple locations if we continue with the postal analogy).
4. Create a call to action for your content standards
When Microsoft introduced a change to their content style guide to improve their customer support language they created a call to action: Destroy. All. Robot. Language.
This was a way to get everyone onboard with what they were trying to do – to communicate as humans. The tagline goes with a practical guide showing language being used now and what to replace it with:
- instead of modify use change
- instead of terminate use end
- instead of resolve use fix
- instead of enable use allow
5. Tiny tasks are the ego of your organisation
Top tasks are what our users come to our websites to do and what we should design our websites around. Tiny tasks are what we think our users need to know; they’re highly political.
Liverpool City Council found there was an inverse relationship between how important a task is to their customers and the importance the organisation gave to it. The more important a task was to a customer the less content you could find about it on the website. The less important tasks for customers had more content devoted to them on the website. These tiny tasks are the egos of our organisations and they flood our websites over time. They make it harder for users to find and act on the information they need.
Based on the top tasks identified by their customers the council reduced their website from 4000 to 500 pages. They also removed 90% of content per page. After they made these changes support calls reduced and they received just four complaints. With less content on their site their customers could now complete the tasks they were coming to the website to do. On the flip side, they received lots of complaints from their staff asking where their content had gone!
This is just one thought from Gerry’s excellent keynote, you should really watch the whole thing on YouTube.
For those times when you’re doubting yourself here’s some great advice from Hazel Jennings, ‘Instagram’s first content strategist':
If you’re unsure of something sing it loud and proud.
If you’re wrong about it you can learn and improve.
If you’re right about it others will learn from you.