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What Are Words For?
A HOLISTIC APPROACH TO CONTENT & LANGUAGE ONLINE
Erika Hall
   @mulegirl
#wordsfor
Introduction
What I’m   Why It
Who I am   Talking    Matters
            About
Intentional   Critical   Effective
The Old Days
What Are Words For?
What Are Words For?
What Are Words For?
What Are Words For?
1998
What Are Words For?
What Are Words For?
What Are Words For?
What Are Words For?
“Delightfully Hostile”
          —The New Yorker
What Are Words For?
What Are Words For?
Work
Let Go   Take Charge
                       Together
Letting Go
Baggage
Baggage




Content is
text.
Baggage




Content isn’t
 text.
Baggage




Content isn’t
 text.          Anyone
                 can write.
Baggage



                              The Web is a

Content isn’t
                              publication.
 text.          Anyone
                 can write.
Baggage



                              The * is a

Content isn’t
                              publication.
 text.          Anyone
                 can write.
“Content Creation”
What Are Words For?
Writing
Composing
Illustrating
  Filming
Commenting
 Curating
“Content Consumption”
What Are Words For?
Reading
Viewing
Watching
Listening
Exploring
“Be specific.”
  —William Strunk
What Are Words For?
What Are Words For?
Upgrade Account
Mark as Read
Delete
Add to Cart
Register
I’m Feeling Lucky
Submit
Anyone can write
The Writer’s Tool   The Designer’s Tool




    $399             $1,29995
“People rarely read Web
pages word by word;
instead, they scan the
page.”
          —Jakob Nielson, 1997
“People don’t read
on the web.”
Idiocracy (2006)
I hate orange.
What Are Words For?
Publishing?
Interconnected and complex.
What Are Words For?
“Murder your darlings.”
      —Sir Arthur Quiller-Couch
        Cambridge Lecturer (among other things)
What Are Words For?
What Are Words For?
What Are Words For?
What Are Words For?
The Result
Content Strategists Alone in the Wasteland
“No other part of a UX project
 necessarily involves the
 implementation of long-term
 organizational practices.”
                         - Erin Kissane
Tending the Content
Thinking of Content Over Context
Business problem?




Pour some content on it.
What Are Words For?
Taking Charge
What Are Words For?
What Are Words For?
Content
                                Strategy

            Brand
           Strategy
Business
 Goals


                      Product
                      Quality
“The great enemy of clear language is
insincerity. When there is a gap between one’s
real and one’s declared aims, one turns, as it
were, instinctively to long words and exhausted
idioms, like a cuttlefish squirting out ink.”
                                — George Orwell
Working Together
— Jason Fried
Getting Real, 37 Signals
What Are Words For?
Mind Your Ps & Qs
Purpose
 Process
Problems
Practice

Questions
 Quality
Purpose    What is the goal
 Process    How is that done
 Practice   What do you bring to it
Problems    What is getting in your way

Questions What to ask
  Quality What to fight for
Purpose
 Informing   An informational website
  Enabling   A tool/application
Pursuading   A marketing website
   Vending   An online store
Research
   Strategy
    Design
Implementation
Requirements Gathering
  Strategy Definition
Voice,Tone, & Structure
      Copywriting
      Governance
Business Process Workflow
          Research Recommendations
Competitive Analysis Personas
   Brand Attributes Content Map
    Style Guidelines Nomenclature
    Sample Content Stakeholder Research
  Usability Testing & Wireframes
              Results
User Experience Design Roles




 Design       Visual      Information       Interaction
Strategist   Designer      Architect         Designer     Writer
             Will neglecting design confuse your users?
Discovery            Concept          Design           Maintenance
                Business Process Research
     Design
  Strategist    Competitive Analysis
                Personas

Information
   Architect
                    Workflow Recommendations          Wireframes



   Visual
               Brand Attributes                     Nomenclature       Style Guidelines
 Designer



    Writer                          Voice & Tone    Content Map        Style Guidelines


                 Stakeholder                       Usability Testing
                  Research                            & Results
Meet the Meerkat
Meet the Meerkat
Suricata suricatta
Be the Meerkat
Be the Meerkat
A group of meerkats is called a“mob”,
“gang” or “clan”.
What Are Words For?
SCOPE
CREEP!
What Are Words For?
WAFFLING!
What Are Words For?
STRATEGY
 SHIFT!
What Are Words For?
Common Pitfalls
1. Poorly Defined Goals
  2. Lack of Process
    3. Subjectivity
What Are Words For?
In Conclusion
Strategy is Leadership
It doesn’t matter how good the wine is.
What “content” means, how to handle
it, and who should be doing what
follows from the WHY.

It is very different in all of these
contexts.
Start from the big why
Be specific about the what
  Clarify goals and roles
   Stick to your story
   Be open to change
What Are Words For?
Thank You!
       Erika Hall
@mulegirl | erika@muledesign.com

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