Posts tagged content

Consider the Environment – Travelling With The User – Part V

The environment can greatly affect our perception and the ability to perform a task. No matter how much we try to live our lives digitally, the analogue part of it will not go away. At least, not anytime soon.

When the user performs a task, she performs it in a unique environment. There are factors and distractions that could just as much break the concentration as ease it up.

In their book “Pervasive Information Architecture”, Andrea Resmini and Luca Rosati make the point that information and contexts flow in our daily lives. We should not be considering a usage of an app or content for that matter as a stand-alone act. We shall be taking the environment and context into account.

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Consider The Medium – Travelling With The User – Part IV

Content’s medium is a major consideration when we design, develop and simply create in order to reach out to the user.

I have already touched on the content’s shape and its vessels. But in most of the cases, content needs to shift between mediums (or media to be exact). Some vessels take more, others not so much.

And it is not only about the amount of lines, pixels or other data that the vessel can transport, it is also about the tone and community that surrounds it. These complicate a bit finding the right solution, but it is still an achievable task.

To be able to achieve a good result, just do your homework, which in most cases means research and sit-downs with all stakeholders trying to find the best way to approach the solution.

There are a variety of content touchpoints, different devices, and many possibilities.

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Brevity, Right to the Point, Relevance – Travelling With The User – Part III

Content has its biggest impact when it is brief enough to transfer knowledge, goes right to the point and it possesses relevance to the user. If these are not met, chances are that no one will spend quality time with your content.

The best advice I have ever got is Keep It Simple or “Kiss it”. Short forms are generally better accepted than long forms unless we are talking about reading masterpieces published in The New Yorker, The Guardian or eBooks. It really depends, though, on the form and the task that should be accomplished. A short form for a mortgage would be taken as SPAM.

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Travelling With The User – My Talk At The Bulgarian Web Summit

A couple of months ago, my friend and organiser of the Bulgarian Web Summit annual gathering, Bogomil Shopov, invited me to speak at the event.

At first, I was wondering why a digital strategy and marketing guy like myself is invited to speak in front of audience vastly consisting programmers, coders and designers. I heard previously about the conference and I knew that at the Bulgarian Web Summit most of the topics were hard-core tech. I presumed the crowd wanted that and expected it from the speakers.

On the other hand, me speaking at such an event would allow me to offer the point of view of marketing people. After all, we do work together. We bring products, apps, platform and other things based on cooperation – us the content, them the code and visuals.

And this is how my idea to talk about content and how it travels together with the user was born.

This is a very large topic, which couldn’t possibly be exhausted in just 45 minutes’ talk. Besides, I didn’t want to build it around the “content out” approach to design and delivery. I would have lost the audience somewhere at the beginning of my presentation. Instead, I decided to imply it, by offering my reflections on the past, present and future of content. Also, I set on offering the top 10 things I’ve noticed in my career and projects that often divided the marketing and the technical side of the team.

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