The Core Model: Getting to business while making friends
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On January 29th, I held a webinar together with GatherContent. The topic was how the core model and pair writing helps you create content that works for your clients, and their users - while still being friends with the people in your business, or even making some new ones!
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The Core Model: Getting to business while making friends
- 1. The Core Model: Getting to business while making friends Audun Rundberg @audunru GatherContent webinar
- 3. #contentstrategy Audun Rundberg @audunru Content Strategist How come our annual report isn’t on the home page? Why isn’ t my department in the main menu? We need a button on the home page that takes you to our Facebook profile. I need a banner for our latest product launch. Somebody called me last week and couldn’t find vacant positions! Our competitors have videos on their website. We should too. You should make more room for news. I don’t like purple!! My son could have made a better website.
- 6. Multinational telecommunications company Non-governmental organization Scandinavian construction company Non-governmental organization
- 11. The Core Model • The Core is where your users solve their tasks and you reach your objectives • Paths, not hierarchy • No dead ends @AreGH
- 14. Core workshop People work in pairs, and present their work after each step 1. Identify core pages 2. Inward paths 3. Core content 4. Forward paths 5. Prioritizing core elements
- 15. 6–14 participants No web, design or content skills necessary! • facilitator (you!) • your team: design, UX, content, etc • people with expert knowledge • content owners • people who should be collaborating, but aren’t • people with strong opinions about the website
- 16. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
- 19. Step #1 Identify your core pages This is done by matching business goals and user needs.
- 20. Top task survey «If you’re visiting The Cancer Society’s website, which five tasks are the most important to you?»
- 21. Treatment of cancer Symptoms of cancer Preventing cancer Cancer types Latest research Choosing a hospital Patient rights Next of kin advice Waiting times Dietary prevention 0 % 1 % 2 % 3 % 4 % 5 % 6 % Top 25% 6 out of 79 tasks got 25% of the votes
- 22. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
- 23. Step #2 Inward paths How will the user get here? How will they find this content?
- 24. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks How will the user find their way to this core page?
- 25. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks How will the user find their way to this core page?
- 26. Step #3 Core content What content elements do we need to make sure the user solves their task (while respecting our objectives)
- 27. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks What’s the optimal solution, for the user and for us?
- 28. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks What’s the optimal solution, for the user and for us?
- 29. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
- 30. Step #4 Forward paths After the user has solved their task, where do we want to send them next?
- 31. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks Where should we send the user, after they’ve solved their primary task?
- 32. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks Where should we send the user, after they’ve solved their primary task?
- 33. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks Where should we send the user, after they’ve solved their primary task?
- 34. Inward paths Forward pathsCore content Core page: Business goals (achieve at least one) User tasks
- 36. Step #5 Prioritizing core elements How would you place these elements if you only had a mobile screen available?
- 37. Inward paths Core contents & forward paths Core page: Business goals (achieve at least one) User tasks
- 40. The core is the same on all devices
- 41. Where does the core model fit in your process? Let’s look at 4 examples
- 42. Warning!
- 43. Example #1 Increasing sales of mobile broad band
- 44. 0 10000 20000 30000 40000 1 7 13 19 25 31 37 43 49 55 61 67 73 79 85 91 97 103 109 115 121 127 133 139 145 151 15 Pageviews Everyone agrees these pages are important Pages (ranked)
- 45. 2137 2143 2149 2155 2161 2167 2173 2179 2185 2191 2197 2203 2209 2215 2221 2227 2233 2239 2245 2251 2257 2263 2269 2275 2281 2287 2293 2299 «But my pages are important too!» Pages (ranked)
- 46. Home page
- 47. Home page
- 48. Our products • Subscriptions • Pricing • Coverage • Buy
- 49. What are the different subscriptions?
- 51. Coverage
- 54. Reorganizing the content using the core model
- 55. Why doesn’t it work? Coverage What’s the price? What are the different subscriptions?
- 56. +80% Sales of mobile broad band Customer support emails Number of pages -35%-80%
- 58. Treatment of cancer Symptoms of cancer Preventing cancer Cancer types Latest research Choosing a hospital Patient rights Next of kin advice Waiting times Dietary prevention 0 % 1 % 2 % 3 % 4 % 5 % 6 % Top 25% 6 out of 79 tasks got 25% of the votes
- 59. Treatment of cancer Symptoms of cancer Preventing cancer Cancer types Latest research Choosing a hospital Donate Volunteer Memory gift Legacy gift 0 % 1 % 2 % 3 % 4 % 5 % 6 % Top 25% Fundraising- tasks were on the bottom of the list! 6 out of 79 tasks got 25% of the votes
- 61. Make a donation Research project User task Forward path Increase donations Objective
- 66. Treatment of cancer Symptoms of cancer Preventing cancer Cancer types Latest research Choosing a hospital Donate Volunteer Memory gift Legacy gift 0 % 1 % 2 % 3 % 4 % 5 % 6 % Top 25% But some people are actually coming to donate
- 68. Recurring donation Make a donation User task Forward path Increase donations Objective
- 73. 2011 2012 2013 2014 (sept) Annual income, regular donors (web) Launch
- 74. Example #3 Gaining leads for construction projects
- 76. Add to cart 1 Bridge (18.000 tonnes) Portable “buy a bridge” forms!
- 77. Core model to the rescue
- 79. Key people in projects User task Increase project leads Objective
- 80. Contact project manager Key people in projects User task Forward path Increase project leads Objective
- 83. Sometimes a realistic prototype still isn’t enough
- 87. Pair writing
- 88. Web Writing 101 • Most important thing first • Short • Understandable • Scannable Bullet points
- 92. Before writing, each pair has to answer these questions and present before the whole group. • Which objectives will this page help us achieve? • What are the user tasks? • What words do we need to use for the users to understand us? • What are the forward paths?
- 93. Each pair writes their text in Google Docs
- 95. How do you increase membership when the idea of membership can be frightening?
- 99. Living with loss of vision User task Increase member- ship Objective
- 100. Call us for advice Living with loss of vision User task Forward path Increase member- ship Objective
- 105. Become a member Products for the visually impaired User task Forward path Increase member- ship Objective
- 108. The core model is built in to the CMS
- 109. Did you notice I never showed you the home pages?
- 110. Takeaways • Objectives and user tasks first • Start with the core • Get rid of dead ends • Be creative about your forward paths • Home page last, not first Slides and resources: bit.ly/gather-core
- 111. Audun Rundberg / @audunru audun@netliferesearch.com Thank you! Slides and resources: bit.ly/ gather-core