Add to Google Calendar Description In a digital world that’s flooded with content, it’s important to adopt a grounded approach for content strategy and management. Content design is an essential place to begin your journey to content maturity. In this workshop, Meghan Casey clarifies the role of content design for websites and empowers you with a practical framework and useful tools gleaned from her book, The Content Strategy Toolkit.

1. Content Design
Where IA and content strategy converge
@meghscase
#ias18

2. Content Design

3. © 2015 Azzah B.A. Licensed under CC-BY

5. Components of content design

6. Components of content design
• Prioritization: Defining what content to provide and how important it
is to your users and your business.

7. Components of content design
• Prioritization: Defining what content to provide and how important it
is to your users and your business.
• Organization: Grouping, labeling, and relating content so your
users can find what they need.

8. Components of content design
• Prioritization: Defining what content to provide and how important it
is to your users and your business.
• Organization: Grouping, labeling, and relating content so your
users can find what they need.
• Presentation: Developing frameworks and models for how your
content is assembled to be meaningful to your users.

9. Components of content design
• Prioritization: Defining what content to provide and how important it
is to your users and your business.
• Organization: Grouping, labeling, and relating content so your
users can find what they need.
• Presentation: Developing frameworks and models for how your
content is assembled to be meaningful to your users.
• Specifications: Providing the detailed requirements necessary to
create the content.

11. BUT, WAIT …

12. © 2013 Azzah B.A. Licensed under CC-BY

13. Are you aligned on intent?

14. Are you aligned on intent?
We see an opportunity to …

15. Are you aligned on intent?
We see an opportunity to …
With content for …

16. Are you aligned on intent?
We see an opportunity to …
With content for …
So that they can …

17. We see an opportunity to increase
new and recurring orders with
content for single, Paleo-minded
athletes so that they can feel
confident that Origin Meals will
help them eat to perform.

18. We see an opportunity to increase
new and recurring orders with
content for single, Paleo-minded
athletes so that they can feel
confident that Origin Meals will
help them eat to perform.

19. NOW WE’RE READY

20. Prioritization
Defining what content to provide and how important it
is to your users and your business.

21. Prioritization
Defining what content to provide and how important it
is to your users and your business.
NOT THIS
www.artmajeur.com

22. Prioritization
Defining what content to provide and how important it
is to your users and your business.
THISNOT THIS
www.artmajeur.com https://openclipart.org/detail/661/oil-filter

23. Tool: Prioritization Matrix

24. Tool: Prioritization Matrix
Business value
Userneed

25. Tool: Prioritization Matrix
Focus - Content most important to the
business and our users
Business value
Userneed

26. Tool: Prioritization Matrix
Focus - Content most important to the
business and our users
Business value
Userneed
Drive - Content you may want to point
users to once you’ve met their initial
need

27. Tool: Prioritization Matrix
Focus - Content most important to the
business and our users
Business value
Userneed
Drive - Content you may want to point
users to once you’ve met their initial
need
Guide - Content important to your users
and necessary for you to provide, but
not beneficial to the business

28. Tool: Prioritization Matrix
Focus - Content most important to the
business and our users
Business value
Userneed
Drive - Content you may want to point
users to once you’ve met their initial
need
Guide - Content important to your users
and necessary for you to provide, but
not beneficial to the business
Nope - Content that doesn’t fulfill a user
need or business goal (even though
sometimes you have to publish it)

29. Let’s try it!

30. Let’s try it!
• Get into groups of 2 or 3 and choose a recorder whose
screen you’ll gather around

31. Let’s try it!
• Get into groups of 2 or 3 and choose a recorder whose
screen you’ll gather around
• The recorder should go to goo.gl/YLVBcW and
make a copy of the document for your group to work from

32. Let’s try it!
• Get into groups of 2 or 3 and choose a recorder whose
screen you’ll gather around
• The recorder should go to goo.gl/YLVBcW and
make a copy of the document for your group to work from
• Using the strategy statement for Origin Meals, discuss
and color code the content items on the right side of the
page according to the Prioritization Matrix

33. Content item
Content item
Content item
Content item
Content item
Content item
Content item
Content item
Content item
Content item
Content item
Content item
Content item

34. Content item
Content item
Content item
Content item
Content item
Content item
Content item
Content item
Content item
Content item
Content item
Content item
Content item

35. We see an opportunity to increase
new and recurring orders with
content for single, Paleo-minded
athletes so that they can feel
confident that Origin Meals will
help them eat to perform.

36. Discussion

37. Organization
Grouping, labeling, and relating content so your users
can find what they need.
cornellhomeimprovements.com

38. Tool: Topic Map
• Use to document at a high-level the
hierarchical structure of a website.
• Often a helpful way to get initial
alignment on the primary navigation
and collect information from
stakeholders.
• Good for executive buy-in without
getting too into the weeds.
Home
Problems We
Solve
How We Solve
Them
Get Proof Tech Specs Work with Us
Buy
Learn
Consider
Try
Content:
Common
problems
Industries served
Responses to
trends
Content:
Our approach
Solutions and
applications
Products
Technology lab
Content:
Case studies
Testimonials
Calculators
Content:
Data sheets and
specs
Application guides
Deployment details
Installation
instructions
Content:
What to expect
Sales process details
Customer resources

39. Tool: Exploration Paths
• Use to demonstrate the pathways
you’d like to encourage users to take
through your content.
• Helps plan calls to action and related
content.
• Caveat: You can’t control what
pathways users take, but you can
help craft an experience that gets
them what they need and helps you
meet your goals.
LOCATION
SERVICE
INDUSTRY
EXPERTISE
Prospect
Consultant
CONSULTANT
BIO
Location lens Industry lens Service lens
LEGEND
HOME

41. Tool: Relationship Model
Degrees/
Areas of Study
People
Research &
Projects
Program
Info
Student &
Faculty
Bios
Students Partners Recruiters
Research
& Project
Details
Partnership
Opps
Admissions
&
Application
Info
Recruitment
Opps
• Use to demonstrate relationships
between content and other factors,
such as audience, user journey, or
sales funnel.
• Use to show potential or likely ways
users might flow through the content
and where there are commonalities
in that experience by audience, user
journey, or sales funnel.

42. Tool: Detailed Sitemap
Integrated Innovation Degrees
Home
Research and Projects Our Innovators
Master of Integrated Innovation for
Products & Services
Work With UsWork With Us[Student Bios]
Students
Faculty
Alumni
Partners
AboutFor Companies & Recruiters
Explore degrees and apply > Explore degrees and apply
Hire our students >Students
Partner with us on research or a project >Research and Projects
Spotlight on/Featured [person/project/program/event] - up to three >Relevant page
Overview of all degrees
Degree comparison
Programs video
Program overview
- Description
- Location
- Skills and experience
- Example courses
- Rankings
- Timeframe and program design
- Career paths
- Resources for students (e.g., VentureBridge)
- Networking/job search resources
- Info sessions >event deal pages
- Tuition/costs/financial aid
Who is a good fit
- Typical candidates
- Requirements
Application process and deadlines
> Apply Yourself app
Faculty profiles >Bio pages
Current student profiles >Bio pages
Alumni profiles >Bio pages
Projects and research >Detail pages
Master of Science in Software
Management
Master of Science in Technology
Ventures
Admissions
Overview of process and requirements
> Degree pages
> Apply Yourself app
How to check your status
How to update your application
Information for re-applicants
Info sessions >event deal pages
Work With UsWork With Us[Topic Page]
Work With UsWork With Us[Project Page]
Detailed topic overview
Project titles and teasers (all)
>Project pages
> Corporate partnerships
Global Footer Contact information >Link to cmu.edu>Education Regulations in California
For Current Students
Intro/problem statement
Description of work done
Related assets (video, infographics, etc.)
Results or potential impact
Who worked on it >Bio/Partner pages,
Faculty/research site
Program indicator >Degree page
Relevant stories >News stories
Related projects >Project pages
> Corporate partnerships
Overview of types of research and projects
- Student projects
- Long-term research
Sponsorship opportunities
>Corporate Partnerships
Topics
- Topic title > Topic page*
- Short overview of topic
- Featured project titles and teasers (up to
3)>Project pages
* Recommended topics for launch: Lifestyle,
Industrial Safety, Health, Transportation,
Personal Safety, Internet of Things, and
Millenials. If a topic only has one product, link
directly to project page.
Overview of who innovates at III
For each category:
- Short description
- 3 rotating featured >bio page
>Landing page
>Appropriate detail page for CTA
Introduction to students
Organized by degree program
- Student teasers >bio pages
>Degree page
>Admissions
Introduction to faculty
Organized by degree:*
- Faculty teasers >bio pages
- Indication of directorship
>Degree page
*People could be listed under more than one
category
Work With UsWork With Us[Faculty Bios]
Introductory messaging
- Leading innovation
- CMU internal partners (with links)
>CMU partner sites
- Directors
>Bio pages
- Rankings
-History
Overview of programs
>Degree pages
Contact Information
Work With UsWork With Us[Alumni Bios]
Introduction to alumni
Organized by degree:*
- alumni teasers >bio pages
>Degree page
Alumni CTAs
- Connect on LinkedIn and Facebook
- Donate
- Submit your profile
Organized by industry
- Teasers >Partner bios
> Corporate partnerships
Work With UsWork With Us[Partner Bios]
Introduction
Ways to Partner or Engage
Contact information/next step for each
>Research and Projects
>Students
>Partners
>Events
Short introduction to resources
>Students
>Faculty
Policies and Procedures
>Graduate Student Handbook
>Internship Guidelines
CMU Resources
>Graduate Education
>The Hub
>CMU Directory
>Campus Maps
>Computing Services
>Academic Calendar
>Schedule of Classes
>Venture Bridge
Pittsburgh Campus
- Integrated Innovation Institute
location
- Administrative Offices and Classroom
address
- Student studio space address
>Campus map
Silicon Valley Campus
- Introduction
>Silicon Valley website
Information for Admitted
Students
Our People
Work With UsWork With Us[Admin/Staff Bios]
News & Events
Work With UsWork With Us[News Articles]
Introduction
Teasers organized by staff/faculty
>Faculty bios
Introduction
News headlines and links
- Internally produced stories
- Media mentiones
Upcoming events
Work With UsWork With Us[Event Listings]

43. search and Projects Our Innovators
Work With UsWork With Us[Student Bios]
Students
Faculty
Alumni
AboutFor Companies & Recruiters
program/event] - up to three >Relevant page
Work With UsWork With Us[Topic Page]
Work With UsWork With Us[Project Page]
Detailed topic overview
Project titles and teasers (all)
>Project pages
> Corporate partnerships
For Current Students
Intro/problem statement
Description of work done
Related assets (video, infographics, etc.)
Results or potential impact
Who worked on it >Bio/Partner pages,
Faculty/research site
Program indicator >Degree page
Relevant stories >News stories
Related projects >Project pages
> Corporate partnerships
ew of types of research and projects
ent projects
term research
orship opportunities
orate Partnerships
title > Topic page*
overview of topic
red project titles and teasers (up to
ject pages
ommended topics for launch: Lifestyle,
ial Safety, Health, Transportation,
al Safety, Internet of Things, and
als. If a topic only has one product, link
to project page.
Overview of who innovates at III
For each category:
- Short description
- 3 rotating featured >bio page
>Landing page
>Appropriate detail page for CTA
Introduction to students
Organized by degree program
- Student teasers >bio pages
>Degree page
>Admissions
Introduction to faculty
Organized by degree:*
- Faculty teasers >bio pages
- Indication of directorship
>Degree page
*People could be listed under more than one
category
Work With UsWork With Us[Faculty Bios]
Introductory messaging
- Leading innovation
- CMU internal partners (with links)
>CMU partner sites
- Directors
>Bio pages
- Rankings
-History
Overview of programs
>Degree pages
Contact Information
Introduction to alumni
Organized by degree:*
- alumni teasers >bio pages
>Degree page
Alumni CTAs
Introduction
Ways to Partner or Engage
Contact information/next step for each
>Research and Projects
>Students
>Partners
>Events
Short introduction to resources
>Students
>Faculty
Policies and Procedures
>Graduate Student Handbook
>Internship Guidelines
CMU Resources
>Graduate Education
>The Hub
>CMU Directory
>Campus Maps
>Computing Services
>Academic Calendar
>Schedule of Classes
>Venture Bridge
Pittsburgh Campus
- Integrated Innovation Institute
location
- Administrative Offices and Classroom
address
- Student studio space address
>Campus map
Silicon Valley Campus
- Introduction
>Silicon Valley website
Information for Admitted
Students
Our People
Work With UsWork With Us[Admin/Staff Bios]
News & Events
Work With UsWork With Us[News Articles]
Introduction
Teasers organized by staff/faculty
>Faculty bios
Introduction
News headlines and links
- Internally produced stories
- Media mentiones
Upcoming events
Work With UsWork With Us[Event Listings]

44. Let’s try it!

45. Let’s try it!
• Get back into your groups

46. Let’s try it!
• Get back into your groups
• Go to the page titled Organization Exercise in your copy of the
workshop exercises

47. Let’s try it!
• Get back into your groups
• Go to the page titled Organization Exercise in your copy of the
workshop exercises
• Fill out the table one row at a time by documenting user actions and the
content path they may take to get there

48. Let’s try it!
• Get back into your groups
• Go to the page titled Organization Exercise in your copy of the
workshop exercises
• Fill out the table one row at a time by documenting user actions and the
content path they may take to get there
• Hint 1 - You can use the same content item more than once

49. Let’s try it!
• Get back into your groups
• Go to the page titled Organization Exercise in your copy of the
workshop exercises
• Fill out the table one row at a time by documenting user actions and the
content path they may take to get there
• Hint 1 - You can use the same content item more than once
• Hint 2 - You can include content that wasn’t on the list in the
prioritization exercise

50. Let’s try it!
• Get back into your groups
• Go to the page titled Organization Exercise in your copy of the
workshop exercises
• Fill out the table one row at a time by documenting user actions and the
content path they may take to get there
• Hint 1 - You can use the same content item more than once
• Hint 2 - You can include content that wasn’t on the list in the
prioritization exercise
• Hint 3 - Not all content need columns have to be filled

51. Example
As an athlete who is
researching Paleo meal
plan options, I want to
compare Origin Meals to
other companies’ plans, so
I can pick a company
whose meals best match
my values of sustainable
food sources and humane
treatment of animals.
Food sourcing details (farms,
stores, etc.)
Comparison to other
companies’ products
Meal plan options Place an order

52. Example

53. Example
As an athlete who is
researching Paleo meal
plan options, I want to
compare Origin Meals to
other companies’ plans, so
I can pick a company
whose meals best match
my values of sustainable
food sources and humane
treatment of animals.

54. Example

55. Example
Place an order

56. Example
Place an order

57. Example
Comparison to other
companies’ products
Place an order

58. Example
Comparison to other
companies’ products
Place an order

59. Example
Comparison to other
companies’ products
Place an orderFood sourcing details
(farms, stores, etc.)

60. Example
Comparison to other
companies’ products
Place an orderFood sourcing details
(farms, stores, etc.)

61. Example
Comparison to other
companies’ products
Place an orderFood sourcing details
(farms, stores, etc.)
Meal plan options

62. Discussion

63. Break

64. Components of content design

65. Components of content design
• Prioritization: Defining what content to provide and how important it
is to your users and your business.

66. Components of content design
• Prioritization: Defining what content to provide and how important it
is to your users and your business.
• Organization: Grouping, labeling, and relating content so your
users can find what they need.

67. Components of content design
• Prioritization: Defining what content to provide and how important it
is to your users and your business.
• Organization: Grouping, labeling, and relating content so your
users can find what they need.
• Presentation: Developing frameworks and models for how your
content is assembled to be meaningful to your users.

68. Components of content design
• Prioritization: Defining what content to provide and how important it
is to your users and your business.
• Organization: Grouping, labeling, and relating content so your
users can find what they need.
• Presentation: Developing frameworks and models for how your
content is assembled to be meaningful to your users.
• Specifications: Providing the detailed requirements necessary to
create the content.

69. Presentation
Developing frameworks and models for how your
content is assembled to be meaningful to your users.
Gift Shop Magazine

70. Key Concept: Content Wireframe
• Sets the objectives of key page types.
• Documents key content and high-level
messages for repeated and, sometimes,
unique pages/views — like the home page.
• Shows the relative priority of content on the
page/view to inform visual design and
component design.
• Serves as a governance document for
conversations with stakeholders, editorial
review, and content maintenance.
1
We’re in <Location>
2
3
4
5
Location landing page
Objective: Introduce prospective clients in the <location>
area to the services offered, industries served and give them
confidence we can help them with their needs.
1 - Short introduction to the location that’s focused on how
we help companies attract and retain clients for long-term
engagements.
2 - Overview of the services offered through the location.
Each service includes a straightforward headline and a one-
to-two sentence client benefit-focused summary of the
service. Headings are linked to the service detail pages.
Only services available through the location should appear.
3 - Listing of the industries this location has specific
expertise in. Each industry item includes a straightforward
name like Healthcare and a one-sentence description of our
expertise. Items are linked to the industry expertise pages.
Only industries for which this location has expertise should
appear.
4 - Up to two case study teasers for clients who do
business with this location. Each teaser should contain the
company name and logo and a short value-proposition-
focused description of the results we helped them achieve.
Only case studies for this location should appear.
5 - CTA to get in touch with the solutions manager to
discuss their specific needs and determine whether it makes
sense to partner.

71. 1
We’re in <Location>
2
3
4
5
Location landing page
Objective: Introduce prospective clients in the <location>
area to the services offered, industries served and give them
confidence we can help them with their needs.
1 - Short introduction to the location that’s focused on how
we help companies attract and retain clients for long-term
engagements.
2 - Overview of the services offered through the location.
Each service includes a straightforward headline and a one-
to-two sentence client benefit-focused summary of the
service. Headings are linked to the service detail pages.
Only services available through the location should appear.
3 - Listing of the industries this location has specific
expertise in. Each industry item includes a straightforward
name like Healthcare and a one-sentence description of our
expertise. Items are linked to the industry expertise pages.
Only industries for which this location has expertise should
appear.
4 - Up to two case study teasers for clients who do
business with this location. Each teaser should contain the
company name and logo and a short value-proposition-
focused description of the results we helped them achieve.
Only case studies for this location should appear.
5 - CTA to get in touch with the solutions manager to
discuss their specific needs and determine whether it makes
sense to partner.

72. 1
We’re in <Location>
2
3
4
5
Location landing page
Objective: Introduce prospective clients in the <location>
area to the services offered, industries served and give them
confidence we can help them with their needs.
1 - Short introduction to the location that’s focused on how
we help companies attract and retain clients for long-term
engagements.
2 - Overview of the services offered through the location.
Each service includes a straightforward headline and a one-
to-two sentence client benefit-focused summary of the
service. Headings are linked to the service detail pages.
Only services available through the location should appear.
3 - Listing of the industries this location has specific
expertise in. Each industry item includes a straightforward
name like Healthcare and a one-sentence description of our
expertise. Items are linked to the industry expertise pages.
Only industries for which this location has expertise should
appear.
4 - Up to two case study teasers for clients who do
business with this location. Each teaser should contain the
company name and logo and a short value-proposition-
focused description of the results we helped them achieve.
Only case studies for this location should appear.
5 - CTA to get in touch with the solutions manager to
discuss their specific needs and determine whether it makes
sense to partner.

73. 1
We’re in <Location>
2
3
4
5
Location landing page
Objective: Introduce prospective clients in the <location>
area to the services offered, industries served and give them
confidence we can help them with their needs.
1 - Short introduction to the location that’s focused on how
we help companies attract and retain clients for long-term
engagements.
2 - Overview of the services offered through the location.
Each service includes a straightforward headline and a one-
to-two sentence client benefit-focused summary of the
service. Headings are linked to the service detail pages.
Only services available through the location should appear.
3 - Listing of the industries this location has specific
expertise in. Each industry item includes a straightforward
name like Healthcare and a one-sentence description of our
expertise. Items are linked to the industry expertise pages.
Only industries for which this location has expertise should
appear.
4 - Up to two case study teasers for clients who do
business with this location. Each teaser should contain the
company name and logo and a short value-proposition-
focused description of the results we helped them achieve.
Only case studies for this location should appear.
5 - CTA to get in touch with the solutions manager to
discuss their specific needs and determine whether it makes
sense to partner.

74. 1
We’re in <Location>
2
3
4
5
Location landing page
Objective: Introduce prospective clients in the <location>
area to the services offered, industries served and give them
confidence we can help them with their needs.
1 - Short introduction to the location that’s focused on how
we help companies attract and retain clients for long-term
engagements.
2 - Overview of the services offered through the location.
Each service includes a straightforward headline and a one-
to-two sentence client benefit-focused summary of the
service. Headings are linked to the service detail pages.
Only services available through the location should appear.
3 - Listing of the industries this location has specific
expertise in. Each industry item includes a straightforward
name like Healthcare and a one-sentence description of our
expertise. Items are linked to the industry expertise pages.
Only industries for which this location has expertise should
appear.
4 - Up to two case study teasers for clients who do
business with this location. Each teaser should contain the
company name and logo and a short value-proposition-
focused description of the results we helped them achieve.
Only case studies for this location should appear.
5 - CTA to get in touch with the solutions manager to
discuss their specific needs and determine whether it makes
sense to partner.

75. Key concept: Taxonomy

76. Key concept: Taxonomy

77. Key concept: Taxonomy
A taxonomy is the basis for
assembling and relating content
…

78. Key concept: Taxonomy
Automagically!

79. Taxonomy in practice
Location Industry Service
Chicago Health Care Content Strategy
Barcelona Finance Web Design
Helsinki Technology Writing
Mexico City Retail User Experience
Hong Kong Entertainment Development

80. Taxonomy in practice
We’re in Chicago
Services Offered
Industry
Expertise
Office
Introduction
Case Studies
Contact Information and CTA

81. Taxonomy in practice
We’re in Chicago
Services Offered
Industry
Expertise
Office
Introduction
Case Studies
Contact Information and CTA
Location

82. Taxonomy in practice
We’re in Chicago
Services Offered
Industry
Expertise
Office
Introduction
Case Studies
Contact Information and CTA
Location

83. Taxonomy in practice
We’re in Chicago
Services Offered
Industry
Expertise
Office
Introduction
Case Studies
Contact Information and CTA
Location + Services

84. Taxonomy in practice
We’re in Chicago
Services Offered
Industry
Expertise
Office
Introduction
Case Studies
Contact Information and CTA
Location + Expertise

85. Taxonomy in practice
We’re in Chicago
Services Offered
Industry
Expertise
Office
Introduction
Case Studies
Contact Information and CTA
Location

86. Taxonomy in practice
We’re in Chicago
Services Offered
Industry
Expertise
Office
Introduction
Case Studies
Contact Information and CTALocation

87. Shutterstock

88. Structured
content
Shutterstock

89. Structured content example
We’re in Chicago
Services Offered
Industry
Expertise
Office
Introduction
Case Studies
Contact Information and CTA
• Each service is a content component in
the CMS with the following elements:
Content Strategy
Content strategy is how you ensure you’re
providing the right content, for the right people, at
the right times, and for the right reasons. We can
help you figure out what’s right.
• The component is written and stored
once, and published throughout the site
based on the taxonomy.
• When updates are needed, the content
is updated everywhere it appears.
• Using the same text throughout the
content helps ensure messaging is
consistent.

90. Structured content example
We’re in Chicago
Services Offered
Industry
Expertise
Office
Introduction
Case Studies
Contact Information and CTA
• Each service is a content component in
the CMS with the following elements:
Content Strategy
Content strategy is how you ensure you’re
providing the right content, for the right people, at
the right times, and for the right reasons. We can
help you figure out what’s right.
• The component is written and stored
once, and published throughout the site
based on the taxonomy.
• When updates are needed, the content
is updated everywhere it appears.
• Using the same text throughout the
content helps ensure messaging is
consistent.
Service name
Service overview

91. Let’s try it!

92. Let’s try it!
• Get back into your groups.

93. Let’s try it!
• Get back into your groups.
• Go to the page titled Presentation Exercise in your
copy of the workshop exercises.

94. Let’s try it!
• Get back into your groups.
• Go to the page titled Presentation Exercise in your
copy of the workshop exercises.
• Fill out the table to start thinking through how you’d
present the content for a detail page about one of the
Origin Meals meal plans.

95. Let’s try it!
• Get back into your groups.
• Go to the page titled Presentation Exercise in your
copy of the workshop exercises.
• Fill out the table to start thinking through how you’d
present the content for a detail page about one of the
Origin Meals meal plans.
• Hint: You may have to just make some stuff up.

103. Discussion

104. Take it further!

105. Take it further!
• Grab a sheet of paper.

106. Take it further!
• Grab a sheet of paper.
• Individually, using one side of the paper, sketch a
desktop/laptop view and a smart phone view of how
you think the content priorities should be presented
on a page.

107. Take it further!
• Grab a sheet of paper.
• Individually, using one side of the paper, sketch a
desktop/laptop view and a smart phone view of how
you think the content priorities should be presented
on a page.
• Take about 7 minutes.

111. Take it further!

112. Take it further!
• Share your sketches with your groups from before.

113. Take it further!
• Share your sketches with your groups from before.
• Together, create consolidated sketches for desktop/
laptop and mobile versions.

114. Take it further!
• Share your sketches with your groups from before.
• Together, create consolidated sketches for desktop/
laptop and mobile versions.
• Take about 10 minutes total.

115. Take it further!

116. Take it further!
• Share your consolidated sketches with your table.

117. Take it further!
• Share your consolidated sketches with your table.
• As a table, create consolidated sketches for desktop/
laptop and mobile versions.

118. Take it further!
• Share your consolidated sketches with your table.
• As a table, create consolidated sketches for desktop/
laptop and mobile versions.
• Take about 10 minutes total.

119. Discussion

120. Specifications
The detailed requirements necessary for producers/
writers to create the content.
© IKEA

121. Tool: Message Framework
• Specifies what you want your priority
audiences to know and believe about you.
• Articulates message points to prove what you
want your audiences to know and believe.
• Can define key concepts or themes,
specifics on what content conveys what
messages, and calls to action for proof
points.
• Helps writers stay on-message during
writing.
• Helps reviewers ensure content is on-
message.
Proof
Value
Statement
First Impression
What first impression do
we want our audiences to
have when they interact
with our content?
What do we want our
audience to know or
believe about the value
we provide?
What will demonstrate
that what we want them to
know or believe is true?
General Hospital cares. I feel confident that General
Hospital is the right place for
me/my loved one/my patient.
• General Hospital approach to
care puts me/my patient/my
loved one first.
• General Hospital is a leader
and innovator in advancing
diagnostic and treatment
techniques that affect me/my
loved one/my patient.
• Our doctors and care teams
partners with patients’ primary
physicians to take care of the
sickest of the sick.
• General Hospital helps make
the stressful and unpredictable
a little bit easier.
• General Hospital cares for its
community, inside and outside
the hospital walls.

122. Tool: Message Framework
• Specifies what you want your priority
audiences to know and believe about you.
• Articulates message points to prove what you
want your audiences to know and believe.
• Can define key concepts or themes,
specifics on what content conveys what
messages, and calls to action for proof
points.
• Helps writers stay on-message during
writing.
• Helps reviewers ensure content is on-
message.
Proof
Value
Statement
First Impression
What first impression do
we want our audiences to
have when they interact
with our content?
What do we want our
audience to know or
believe about the value
we provide?
What will demonstrate
that what we want them to
know or believe is true?
General Hospital cares. I feel confident that General
Hospital is the right place for
me/my loved one/my patient.
• General Hospital approach to
care puts me/my patient/my
loved one first.
• General Hospital is a leader
and innovator in advancing
diagnostic and treatment
techniques that affect me/my
loved one/my patient.
• Our doctors and care teams
partners with patients’ primary
physicians to take care of the
sickest of the sick.
• General Hospital helps make
the stressful and unpredictable
a little bit easier.
• General Hospital cares for its
community, inside and outside
the hospital walls.

123. Tool: Message Framework
• Specifies what you want your priority
audiences to know and believe about you.
• Articulates message points to prove what you
want your audiences to know and believe.
• Can define key concepts or themes,
specifics on what content conveys what
messages, and calls to action for proof
points.
• Helps writers stay on-message during
writing.
• Helps reviewers ensure content is on-
message.
Proof
Value
Statement
First Impression
What first impression do
we want our audiences to
have when they interact
with our content?
What do we want our
audience to know or
believe about the value
we provide?
What will demonstrate
that what we want them to
know or believe is true?
General Hospital cares. I feel confident that General
Hospital is the right place for
me/my loved one/my patient.
• General Hospital approach to
care puts me/my patient/my
loved one first.
• General Hospital is a leader
and innovator in advancing
diagnostic and treatment
techniques that affect me/my
loved one/my patient.
• Our doctors and care teams
partners with patients’ primary
physicians to take care of the
sickest of the sick.
• General Hospital helps make
the stressful and unpredictable
a little bit easier.
• General Hospital cares for its
community, inside and outside
the hospital walls.

124. Tool: Message Framework
• Specifies what you want your priority
audiences to know and believe about you.
• Articulates message points to prove what you
want your audiences to know and believe.
• Can define key concepts or themes,
specifics on what content conveys what
messages, and calls to action for proof
points.
• Helps writers stay on-message during
writing.
• Helps reviewers ensure content is on-
message.
Proof
Value
Statement
First Impression
What first impression do
we want our audiences to
have when they interact
with our content?
What do we want our
audience to know or
believe about the value
we provide?
What will demonstrate
that what we want them to
know or believe is true?
General Hospital cares. I feel confident that General
Hospital is the right place for
me/my loved one/my patient.
• General Hospital approach to
care puts me/my patient/my
loved one first.
• General Hospital is a leader
and innovator in advancing
diagnostic and treatment
techniques that affect me/my
loved one/my patient.
• Our doctors and care teams
partners with patients’ primary
physicians to take care of the
sickest of the sick.
• General Hospital helps make
the stressful and unpredictable
a little bit easier.
• General Hospital cares for its
community, inside and outside
the hospital walls.

129. Tool: Page Tables
• Extension of the content wireframe to provide more specific
details for SMEs, stakeholders, and writers.
• In addition to directional content and messaging, can include
any items that are helpful to your writers, stakeholders and
SMEs, publishers, etc.
• Use to get alignment on page contents from stakeholders and
SMEs before writing begins.
• Gives writers the context they need to create on-strategy
content.
• Lets stakeholders let go of the words and focus on
completeness, accuracy, and overarching messages.
• Can be built to fit your process — from a Word document, to a
tool like Gather Content, to right there in the CMS.

130. Tool: Page Tables
• Extension of the content wireframe to provide more specific
details for SMEs, stakeholders, and writers.
• In addition to directional content and messaging, can include
any items that are helpful to your writers, stakeholders and
SMEs, publishers, etc.
• Use to get alignment on page contents from stakeholders and
SMEs before writing begins.
• Gives writers the context they need to create on-strategy
content.
• Lets stakeholders let go of the words and focus on
completeness, accuracy, and overarching messages.
• Can be built to fit your process — from a Word document, to a
tool like Gather Content, to right there in the CMS.

131. Tool: Page Tables
• Extension of the content wireframe to provide more specific
details for SMEs, stakeholders, and writers.
• In addition to directional content and messaging, can include
any items that are helpful to your writers, stakeholders and
SMEs, publishers, etc.
• Use to get alignment on page contents from stakeholders and
SMEs before writing begins.
• Gives writers the context they need to create on-strategy
content.
• Lets stakeholders let go of the words and focus on
completeness, accuracy, and overarching messages.
• Can be built to fit your process — from a Word document, to a
tool like Gather Content, to right there in the CMS.

132. Tool: Page Tables
• Extension of the content wireframe to provide more specific
details for SMEs, stakeholders, and writers.
• In addition to directional content and messaging, can include
any items that are helpful to your writers, stakeholders and
SMEs, publishers, etc.
• Use to get alignment on page contents from stakeholders and
SMEs before writing begins.
• Gives writers the context they need to create on-strategy
content.
• Lets stakeholders let go of the words and focus on
completeness, accuracy, and overarching messages.
• Can be built to fit your process — from a Word document, to a
tool like Gather Content, to right there in the CMS.

133. Tool: Page Tables
• Extension of the content wireframe to provide more specific
details for SMEs, stakeholders, and writers.
• In addition to directional content and messaging, can include
any items that are helpful to your writers, stakeholders and
SMEs, publishers, etc.
• Use to get alignment on page contents from stakeholders and
SMEs before writing begins.
• Gives writers the context they need to create on-strategy
content.
• Lets stakeholders let go of the words and focus on
completeness, accuracy, and overarching messages.
• Can be built to fit your process — from a Word document, to a
tool like Gather Content, to right there in the CMS.

134. Let’s try it!

135. Let’s try it!
• Get back into your groups of 2 or 3

136. Let’s try it!
• Get back into your groups of 2 or 3
• Go to the page titled Specifications Exercise in your
copy of the workshop exercises

137. Let’s try it!
• Get back into your groups of 2 or 3
• Go to the page titled Specifications Exercise in your
copy of the workshop exercises
• Fill out the table to create a messaging framework for
Origin Meals that will guide content creators as they
write content

143. Discussion

144. Components of content design
• Prioritization: Defining what content to provide and how important it
is to your users and your business.
• Organization: Grouping, labeling, and relating content so your
users can find what they need.
• Presentation: Developing frameworks and models for how your
content is assembled to be meaningful to your users.
• Specifications: Providing the detailed requirements necessary to
create the content.

145. Components of content design
• Prioritization: Defining what content to provide and how important it
is to your users and your business.
• Organization: Grouping, labeling, and relating content so your
users can find what they need.
• Presentation: Developing frameworks and models for how your
content is assembled to be meaningful to your users.
• Specifications: Providing the detailed requirements necessary to
create the content.
Defining what content to provide and how important it
is to your users and your business.

146. Components of content design
• Prioritization: Defining what content to provide and how important it
is to your users and your business.
• Organization: Grouping, labeling, and relating content so your
users can find what they need.
• Presentation: Developing frameworks and models for how your
content is assembled to be meaningful to your users.
• Specifications: Providing the detailed requirements necessary to
create the content.
Defining what content to provide and how important it
is to your users and your business.
Grouping, labeling, and relating content so your
users can find what they need.

147. Components of content design
• Prioritization: Defining what content to provide and how important it
is to your users and your business.
• Organization: Grouping, labeling, and relating content so your
users can find what they need.
• Presentation: Developing frameworks and models for how your
content is assembled to be meaningful to your users.
• Specifications: Providing the detailed requirements necessary to
create the content.
Defining what content to provide and how important it
is to your users and your business.
Grouping, labeling, and relating content so your
users can find what they need.
Developing frameworks and models for how your
content is assembled to be meaningful to your users.

148. Components of content design
• Prioritization: Defining what content to provide and how important it
is to your users and your business.
• Organization: Grouping, labeling, and relating content so your
users can find what they need.
• Presentation: Developing frameworks and models for how your
content is assembled to be meaningful to your users.
• Specifications: Providing the detailed requirements necessary to
create the content.
Defining what content to provide and how important it
is to your users and your business.
Grouping, labeling, and relating content so your
users can find what they need.
Developing frameworks and models for how your
content is assembled to be meaningful to your users.
Providing the detailed requirements necessary to
create the content.

149. Things you could do now …

150. Things you could do now …
• Prioritization: Conduct an assessment of a sample of your content or your client’s
content — or all of it if you can — and apply the prioritization matrix. Use what you learn
to make a case for further content design work.ur users and

151. Things you could do now …
• Prioritization: Conduct an assessment of a sample of your content or your client’s
content — or all of it if you can — and apply the prioritization matrix. Use what you learn
to make a case for further content design work.ur users and
• Organization: Identify the top 3 to 5 reasons users come to your site — or your client’s
site — and document paths through your content you’d like to see users take. Then,
review the content to ensure it supports the desired pathways.

152. Things you could do now …
• Prioritization: Conduct an assessment of a sample of your content or your client’s
content — or all of it if you can — and apply the prioritization matrix. Use what you learn
to make a case for further content design work.ur users and
• Organization: Identify the top 3 to 5 reasons users come to your site — or your client’s
site — and document paths through your content you’d like to see users take. Then,
review the content to ensure it supports the desired pathways.
• Presentation: Pick priority content pages based on the prioritization and organization
findings and hold a core model workshop with content owners, SMEs, the UX team, etc.
Use the outcomes from the workshop to recommend changes to how content is currently
presented.

153. Things you could do now …
• Prioritization: Conduct an assessment of a sample of your content or your client’s
content — or all of it if you can — and apply the prioritization matrix. Use what you learn
to make a case for further content design work.ur users and
• Organization: Identify the top 3 to 5 reasons users come to your site — or your client’s
site — and document paths through your content you’d like to see users take. Then,
review the content to ensure it supports the desired pathways.
• Presentation: Pick priority content pages based on the prioritization and organization
findings and hold a core model workshop with content owners, SMEs, the UX team, etc.
Use the outcomes from the workshop to recommend changes to how content is currently
presented.
• Specifications: Work with the appropriate people to develop a messaging framework
to help content creators create on-message, on-strategy content.

154. Most of what we talked about is in here.
•Visit www.peachpit.com
•Use code CASEY35 at check out
•Works for paper and electronic
versions

155. BEFORE YOU GO …

156. I am doing a great job.
© 2011 Azzah B.A. Licensed under CC-BY