Creating Demand for Products, Services, and Ideas that Have Little to No Existing Search Volume – Whiteboard Friday

Posted by randfish

A lot of fantastic websites (and products, services, ideas, etc.) are in something of a pickle: The keywords they would normally think to target get next to no search volume. It can make SEO seem like a lost cause. In today’s Whiteboard Friday, Rand explains why that’s not the case, and talks about the one extra step that’ll help those organizations create the demand they want.

For reference, here’s a still of this week’s whiteboard. Click on it to open a high resolution image in a new tab!

Video transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about a particularly challenging problem in the world of SEO, and that is trying to do SEO or trying to do any type of web marketing when your product, service, or idea has no search volume around it. So nobody is already looking for what you offer. It’s a new thing, a new concept.

I’ll use the example here of a website that I’m very fond of, but which there’s virtually no search volume for, called Niice. It’s Niice.co.

It’s great. I searched for things in here. It brings me back all these wonderful visuals from places like Colossus and lots of design portals. I love this site. I use it all the time for inspiration, for visuals, for stuff that I might write about on blogs, for finding new artists. It’s just cool. I love it. I love the discovery aspect of it, and I think it can be really great for finding artists and designers and visuals.

But when I looked at the keyword research — and granted I didn’t go deep into the keyword research, but let’s imagine that I did — I looked for things like: “visual search engine” almost no volume; “search engine for designers” almost no volume; “graphical search engine” almost no volume; “find designer visuals” nada.

So when they look at their keyword research they go, “Man, we don’t even have keywords to target here really.” SEO almost feels like it’s not a channel of opportunity, and I think that’s where many, many companies and businesses make mistakes actually, because just because you don’t see keyword research around exactly around what you’re offering doesn’t mean that SEO can’t be a great channel. It just means we have to do an extra step of work, and that’s what I want to talk about today.

So I think when you encounter this type of challenge — and granted it might not be the challenge that there’s no keyword volume — it could be a challenge in your business, for your organization, for some ideas or products that you have or are launching that there’s just very little, and thus you’re struggling to come up with enough volume to create the quantity of leads, or free trials, or customers that you need. This process really can work.

Key questions to start.

1) Who’s the target audience?

In Niice’s case, that’s going to be a lot of designers. It might be people who are creating presentations. It might be those who are searching out designers or artists. It could be people seeking inspiration for all sorts of things. So they’re going to figure out who that is.

From there, they can look at the job title, interests, demographics of those people, and then you can do some cool stuff where you can figure out things like, “Oh, you know what? We could do some Facebook ad targeting to those right groups to help boost their interests in our product and potentially, well, create branded search volume down the road, attract direct visitors, build brand awareness for ourselves, and potentially get some traffic to the site directly as well. If we can convert some of that traffic, well, that’s fantastic.”

In their case, I think Niice is ad-supported right now, so all they really need is the traffic itself. But regardless, this is that same type of process you’d use.

2) What else do they search for?

What is that target audience searching for? Knowledge, products, tools, services, people, brands, whatever it is, if you know who the audience is, you can figure out what they’re searching for because they have needs. If they have a job title, if they have interests, if you have those profile features about the audience, you can figure out what else they’re going to be searching for, and in this case, knowing what designers are searching for, well, that’s probably relatively simplistic. The other parts of their audience might be more complex, but that one is pretty obvious.

From that, we can do content creation. We can do keyword targeting to be in front of those folks when they’re doing search by creating content that may not necessarily be exactly selling our tools, but that’s the idea of content marketing. We’re creating content to target people higher up in the funnel before they need our product.

We can use that, too, for product and feature inspiration in the product itself. So in this case, Niice might consider creating a design pattern library or several, pulling from different places, or hiring someone to come in and build one for them and then featuring that somewhere on the site if you haven’t done a search yet and then potentially trying to rank for that in the search engine, which then brings qualified visitors, the types of people who once they got exposed to Niice would be like, “Wow, this is great and it’s totally free. I love it.”

UX tool list, so list of tools for user experience, people on the design or UI side, maybe Photoshop tutorials, whatever it is that they feel like they’re competent and capable of creating and could potentially rank for, well, now you’re attracting the right audience to your site before they need your product.

3) Where do they go?

That audience, where are they going on the web? What do they do when they get there? To whom do they listen? Who are their influencers? How can we be visible in those locations? So from that I can get things like influencer targeting and outreach. I can get ad and sponsorship opportunities. I can figure out places to do partnership or guest content or business development.

In Niice’s case, that might be things like sponsor or speak at design events. Maybe they could create an awards project for Dribble. So they go to Dribble, they look at what’s been featured there, or they go to Colossus, or some of the other sites that they feature, and they find the best work of the week. At the end of the week, they feature the top 10 projects, and then they call out the designers who put them together.

Wow, that’s terrific. Now you’re getting in front of the audience whose work you’re featuring, which is going to, in turn, make them amplify Niice’s project and product to an audience who’s likely to be in their target audience. It’s sort of a win-win. That’s also going to help them build links, engagement, shares, and all sorts of signals that potentially will help them with their authority, both topically and domain-wide, which then means they can rank for all the content they create, building up this wonderful engine.

4) What types of content have achieved broad or viral distribution?

I think what we can glean from this is not just inspiration for content and keyword opportunities as we can from many other kinds of content, but also sites to target, in particular sites to target with advertising, sites to target for guest posting or sponsorship, or sites to target for business development or for partnerships, site to target in an ad network, sites to target psychographically or demographically for Facebook if we want to run ads like that, potentially bidding on ads in Google when people search for that website or for that brand name in paid search.

So if you’re Niice, you could think about contracting some featured artist to contribute visuals maybe for a topical news project. So something big is happening in the news or in the design community, you contract a few of the artists whose work you have featured or are featuring, or people from the communities whose work you’re featuring, and say, “Hey, we might not be able to pay you a lot, but we’re going to get in front of a ton of people. We’re going to build exposure for you, which is something we already do, FYI, and now you’ve got some wonderful content that has that potential to mimic that work.”

You could think about, and I love this just generally as a content marketing and SEO tactic, if you go find viral content, content that has had wide sharing success across the web from the past, say two, three, four, or five years ago, you have a great opportunity, especially if the initial creator of that content or project hasn’t continued on with it, to go say, “Hey, you know what? We can do a version of that. We’re going to modernize and update that for current audiences, current tastes, what’s currently going on in the market. We’re going to go build that, and we have a strong feeling that it’s going to be successful because it’s succeeded in the past.”

That, I think, is a great way to get content ideas from viral content and then to potentially overtake them in the search rankings too. If something from three or five years ago, that was particularly timely then still ranks today, if you produce it, you’re almost certainly going to come out on top due to Google’s bias for freshness, especially around things that have timely relevance.

5) Should brand advertisement be in our consideration set?

Then last one, I like to ask about brand advertising in these cases, because when there’s not search volume yet, a lot of times what you have to do is create awareness. I should change this from advertising to a brand awareness, because really there’s organic ways to do it and advertising ways to do it. You can think about, “Well, where are places that we can target where we could build that awareness? Should we invest in press and public relations?” Not press releases. “Then how do we own the market?” So I think one of the keys here is starting with that name or title or keyword phrase that encapsulates what the market will call your product, service or idea.

In the case of Niice, that could be, well, visual search engines. You can imagine the press saying, “Well, visual search engines like Niice have recently blah, blah, blah.” Or it could be designer search engines, or it could be graphical search engines, or it could be designer visual engines, whatever it is. You need to find what that thing is going to be and what’s going to resonate.

In the case of Nest, that was the smart home. In the case of Oculus, it was virtual reality and virtual reality gaming. In the case of Tesla, it was sort of already established. There’s electric cars, but they kind of own that market. If you know what those keywords are, you can own the market before it gets hot, and that’s really important because that means that all of the press and PR and awareness that happens around the organic rankings for that particular keyword phrase will all be owned and controlled by you.

When you search for “smart home,” Nest is going to dominate those top 10 results. When you search for “virtual reality gaming,” Oculus is going to dominate those top 10. It’s not necessarily dominate just on their own site, it’s dominate all the press and PR articles that are about that, all of the Wikipedia page about it, etc., etc. You become the brand that’s synonymous with the keyword or concept. From an SEO perspective, that’s a beautiful world to live in.

So, hopefully, for those of you who are struggling around demand for your keywords, for your volume, this process can be something that’s really helpful. I look forward to hearing from you in the comments. We’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Reblogged 3 years ago from tracking.feedpress.it

10 Predictions for the Marketing World in 2015

Posted by randfish

The beginning of the year marks the traditional week for bloggers to prognosticate about the 12 months ahead, and, over the last decade I’ve created a tradition of joining in this festive custom to predict the big trends in SEO and web marketing. However, I divine the future by a strict code: I’m only allowed to make predictions IF my predictions from last year were at least moderately accurate (otherwise, why should you listen to me?). So, before I bring my crystal-ball-gazing, let’s have a look at how I did for 2014.

Yes, we’ll get to that, but not until you prove you’re a real Wizard, mustache-man.

You can find 
my post from January 5th of last year here, but I won’t force you to read through it. Here’s how I do grading:

  • Spot On (+2) – when a prediction hits the nail on the head and the primary criteria are fulfilled
  • Partially Accurate (+1) – predictions that are in the area, but are somewhat different than reality
  • Not Completely Wrong (-1) – those that landed near the truth, but couldn’t be called “correct” in any real sense
  • Off the Mark (-2) – guesses which didn’t come close

If the score is positive, prepare for more predictions, and if it’s negative, I’m clearly losing the pulse of the industry. Let’s tally up the numbers.

In 2014, I made 6 predictions:

#1: Twitter will go Facebook’s route and create insights-style pages for at least some non-advertising accounts

Grade: +2

Twitter rolled out Twitter analytics for all users this year (
starting in July for some accounts, and then in August for everyone), and while it’s not nearly as full-featured as Facebook’s “Insights” pages, it’s definitely in line with the spirit of this prediction.

#2: We will see Google test search results with no external, organic listings

Grade: -2

I’m very happy to be wrong about this one. To my knowledge, Google has yet to go this direction and completely eliminate external-pointing links on search results pages. Let’s hope they never do.

That said, there are plenty of SERPs where Google is taking more and more of the traffic away from everyone but themselves, e.g.:

I think many SERPs that have basic, obvious functions like ”
timer” are going to be less and less valuable as traffic sources over time.

#3: Google will publicly acknowledge algorithmic updates targeting both guest posting and embeddable infographics/badges as manipulative linking practices

Grade: -1

Google most certainly did release an update (possibly several)
targeted at guest posts, but they didn’t publicly talk about something specifically algorithmic targeting emebedded content/badges. It’s very possible this was included in the rolling Penguin updates, but the prediction said “publicly acknowledge” so I’m giving myself a -1.

#4: One of these 5 marketing automation companies will be purchased in the 9-10 figure $ range: Hubspot, Marketo, Act-On, Silverpop, or Sailthru

Grade: +2

Silverpop was 
purchased by IBM in April of 2014. While a price wasn’t revealed, the “sources” quoted by the media estimated the deal in the ~$270mm range. I’m actually surprised there wasn’t another sale, but this one was spot-on, so it gets the full +2.

#5: Resumes listing “content marketing” will grow faster than either SEO or “social media marketing”

Grade: +1

As a percentage, this certainly appears to be the case. Here’s some stats:

  • US profiles with “content marketing”
    • June 2013: 30,145
    • January 2015: 68,580
    • Growth: 227.5%
  • US profiles with “SEO”
    • June 2013: 364,119
    • January 2015: 596,050
    • Growth: 163.7%
  • US profiles with “social media marketing”
    • June 2013: 938,951
    • January 2015: 1,990,677
    • Growth: 212%

Granted, content marketing appears on far fewer profiles than SEO or social media marketing, but it has seen greater growth. I’m only giving myself a +1 rather than a +2 on this because, while the prediction was mathematically correct, the numbers of SEO and social still dwarf content marketing as a term. In fact, in LinkedIn’s 
annual year-end report of which skills got people hired the most, SEO was #5! Clearly, the term and the skillset continue to endure and be in high demand.

#6: There will be more traffic sent by Pinterest than Twitter in Q4 2014 (in the US)

Grade: +1

This is probably accurate, since Pinterest appears to have grown faster in 2014 than Twitter by a good amount AND this was 
already true in most of 2014 according to SharedCount (though I’m not totally sold on the methodology of coverage for their numbers). However, we won’t know the truth for a few months to come, so I’d be presumptuous in giving a full +2. I am a bit surprised that Pinterest continues to grow at such a rapid pace — certainly a very impressive feat for an established social network.


SOURCE: 
Global Web Index

With Twitter’s expected moves into embedded video, it’s my guess that we’ll continue to see a lot more Twitter engagement and activity on Twitter itself, and referring traffic outward won’t be as considerable a focus. Pinterest seems to be one of the only social networks that continues that push (as Facebook, Instagram, LinkedIn, and YouTube all seem to be pursuing a “keep them here” strategy).

——————————–

Final Score: +3

That positive number means I’ve passed my bar and can make another set of predictions for 2015. I’m going to be a little more aggressive this year, even though it risks ruining my sterling record, simply because I think it’s more exciting 🙂

Thus, here are my 10 predictions for what the marketing world will bring us in 2015:

#1: We’ll see the first major not-for-profit University in the US offer a degree in Internet Marketing, including classes on SEO.

There are already some private, for-profit offerings from places like Fullsail and Univ. of Phoenix, but I don’t know that these pedigrees carry much weight. Seeing a Stanford, a Wharton, or a University of Washington offer undergraduate or MBA programs in our field would be a boon to those seeking options and an equal boon to the universities.

The biggest reason I think we’re ripe for this in 2015 is the 
LinkedIn top 25 job skills data showing the immense value of SEO (#5) and digital/online marketing (#16) in a profile when seeking a new job. That should (hopefully) be a direct barometer for what colleges seek to include in their repertoire.

#2: Google will continue the trend of providing instant answers in search results with more interactive tools.

Google has been doing instant answers for a long time, but in addition to queries with immediate and direct responses, they’ve also undercut a number of online tool vendors by building their own versions directly into the SERPs, like they do currently for queries like ”
timer” and “calculator.”

I predict in 2015, we’ll see more partnerships like what’s provided with 
OpenTable and the ability to book reservations directly from the SERPs, possibly with companies like Uber, Flixster (they really need to get back to a better instant answer for movies+city), Zillow, or others that have unique data that could be surfaced directly.

#3: 2015 will be the year Facebook begins including some form of web content (not on Facebook’s site) in their search functionality.

Facebook 
severed their search relationship with Bing in 2014, and I’m going to make a very risky prediction that in 2015, we’ll see Facebook’s new search emerge and use some form of non-Facebook web data. Whether they’ll actually build their own crawler or merely license certain data from outside their properties is another matter, but I think Facebook’s shown an interest in getting more sophisticated with their ad offerings, and any form of search data/history about their users would provide a powerful addition to what they can do today.

#4: Google’s indexation of Twitter will grow dramatically, and a significantly higher percentage of tweets, hashtags, and profiles will be indexed by the year’s end.

Twitter has been 
putting more muscle behind their indexation and SEO efforts, and I’ve seen more and more Twitter URLs creeping into the search results over the last 6 months. I think that trend continues, and in 2015, we see Twitter.com enter the top 5-6 “big domains” in Mozcast.

#5: The EU will take additional regulatory action against Google that will create new, substantive changes to the search results for European searchers.

In 2014, we saw the EU 
enforce the “right to be forgotten” and settle some antitrust issues that require Google to edit what it displays in the SERPs. I don’t think the EU is done with Google. As the press has noted, there are plenty of calls in the European Parliament to break up the company, and while I think the EU will stop short of that measure, I believe we’ll see additional regulatory action that affects search results.

On a personal opinion note, I would add that while I’m not thrilled with how the EU has gone about their regulation of Google, I am impressed by their ability to do so. In the US, with 
Google becoming the second largest lobbying spender in the country and a masterful influencer of politicians, I think it’s extremely unlikely that they suffer any antitrust or regulatory action in their home country — not because they haven’t engaged in monopolistic behavior, but because they were smart enough to spend money to manipulate elected officials before that happened (unlike Microsoft, who, in the 1990’s, assumed they wouldn’t become a target).

Thus, if there is to be any hedge to Google’s power in search, it will probably come from the EU and the EU alone. There’s no competitor with the teeth or market share to have an impact (at least outside of China, Russia, and South Korea), and no other government is likely to take them on.

#6: Mobile search, mobile devices, SSL/HTTPS referrals, and apps will combine to make traffic source data increasingly hard to come by.

I’ll estimate that by year’s end, many major publishers will see 40%+ of their traffic coming from “direct” even though most of that is search and social referrers that fail to pass the proper referral string. Hopefully, we’ll be able to verify that through folks like 
Define Media Group, whose data sharing this year has made them one of the best allies marketers have in understanding the landscape of web traffic patterns.

BTW – I’d already estimate that 30-50% of all “direct” traffic is, in fact, search or social traffic that hasn’t been properly attributed. This is a huge challenge for web marketers — maybe one of the greatest challenges we face, because saying “I brought in a lot more traffic, I just can’t prove it or measure it,” isn’t going to get you nearly the buy-in, raises, or respect that your paid-traffic compatriots can earn by having every last visit they drive perfectly attributed.

#7: The content advertising/recommendation platforms will continue to consolidate, and either Taboola or Outbrain will be acquired or do some heavy acquiring themselves.

We just witnessed the 
surprising shutdown of nRelate, which I suspect had something to do with IAC politics more than just performance and potential for the company. But given that less than 2% of the web’s largest sites use content recommendation/promotion services and yet both Outbrain and Taboola are expected to have pulled in north of $200m in 2014, this is a massive area for future growth.

Yahoo!, Facebook, and Google are all potential acquirers here, and I could even see AOL (who already own Gravity) or Buzzfeed making a play. Likewise, there’s a slew of smaller/other players that Taboola or Outbrain themselves could acquire: Zemanta, Adblade, Zegnet, Nativo, Disqus, Gravity, etc. It’s a marketplace as ripe for acquisition as it is for growth.

#8: Promoted pins will make Pinterest an emerging juggernaut in the social media and social advertising world, particularly for e-commerce.

I’d estimate we’ll see figures north of $50m spent on promoted pins in 2015. This is coming after Pinterest only just 
opened their ad platform beyond a beta group this January. But, thanks to high engagement, lots of traffic, and a consumer base that B2C marketers absolutely love and often struggle to reach, I think Pinterest is going to have a big ad opportunity on their hands.

Note the promoted pin from Mad Hippie on the right

(apologies for very unappetizing recipes featured around it)

#9: Foursquare (and/or Swarm) will be bought, merge with someone, or shut down in 2015 (probably one of the first two).

I used to love Foursquare. I used the service multiple times every day, tracked where I went with it, ran into friends in foreign cities thanks to its notifications, and even used it to see where to go sometimes (in Brazil, for example, I found Foursquare’s business location data far superior to Google Maps’). Then came the split from Swarm. Most of my friends who were using Foursquare stopped, and the few who continued did so less frequently. Swarm itself tried to compete with Yelp, but it looks like 
neither is doing well in the app rankings these days.

I feel a lot of empathy for Dennis and the Foursquare team. I can totally understand the appeal, from a development and product perspective, of splitting up the two apps to let each concentrate on what it’s best at, and not dilute a single product with multiple primary use cases. Heck, we’re trying to learn that lesson at Moz and refocus our products back on SEO, so I’m hardly one to criticize. That said, I think there’s trouble brewing for the company and probably some pressure to sell while their location and check-in data, which is still hugely valuable, is robust enough and unique enough to command a high price.

#10: Amazon will not take considerable search share from Google, nor will mobile search harm Google’s ad revenue substantively.

The “Google’s-in-trouble” pundits are mostly talking about two trends that could hurt Google’s revenue in the year ahead. First, mobile searchers being less valuable to Google because they don’t click on ads as often and advertisers won’t pay as much for them. And, second, Amazon becoming the destination for direct, commercial queries ahead of Google.

In 2015, I don’t see either of these taking a toll on Google. I believe most of Amazon’s impact as a direct navigation destination for e-commerce shoppers has already taken place and while Google would love to get those searchers back, that’s already a lost battle (to the extent it was lost). I also don’t think mobile is a big concern for Google — in fact, I think they’re pivoting it into an opportunity, and taking advantage of their ability to connect mobile to desktop through Google+/Android/Chrome. Desktop search may have flatter growth, and it may even decline 5-10% before reaching a state of equilibrium, but mobile is growing at such a huge clip that Google has plenty of time and even plentier eyeballs and clicks to figure out how to drive more revenue per searcher.

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Reblogged 3 years ago from moz.com

Lessons from the Front Line of Front-End Content Development

Posted by richardbaxterseo

As content marketing evolves, the list of media you could choose to communicate your message expands. So does the list of technologies at your disposal. But without a process, a project plan and a tried and tested approach, you might struggle to gain any traction at all.

In this post, based on my
MozCon 2014 presentation, I’d like to share the high level approach we take while developing content for our clients, and the lessons we’ve learned from initial research to final delivery. Hopefully there are some takeaways for you to enhance your own approach or make your first project a little less difficult.

This stuff is hard to do

I hate to break it to you, but the first few times you attempt to develop something
a little more innovative, you’re going to get burned. Making things is pretty tough and there are lots of lessons to learn. Sometimes you’ll think your work is going to be huge, and it flops. That sucks, move on, learn and maybe come back later to revisit your approach.

To structure and execute a genuinely innovative, successful content marketing campaign, you need to understand what’s possible, especially within the context of your available skills, process, budget, available time and scope.

You’ll have a few failures along the journey, but when something goes viral, when people respond positively to your work – that, friends, feels amazing.

What this post is designed to address

In the early days of SEO, we built links. Email outreach, guest posting, eventually, infographics. It was easy, for a time. Then,
Penguin came and changed everything.

Our industry learned that we should be finding creative and inventive ways to solve our customers’ problems, inspire, guide, help – whatever the solution, an outcome had to be justified. Yet still, a classic habit of the SEO remained: the need to decide in what form the content should be executed before deciding on the message to tell.

I think we’ve evolved from “let’s do an infographic on something!” to “I’ve got a concept that people will love should this be long form, an interactive, a data visualization, an infographic, a video, or something else?”

This post is designed to outline the foundations on an approach you can use to enhance your approach to content development. If you take one thing away from this article, let it be this:

The first rule of almost anything: be prepared or prepare to fail. This rule definitely applies to content development!

Understand the technical environment you’re hosting your content in

Never make assumptions about the technical environment your content will be hosted in. We’ve learned to ask more about technical setup of a client’s website. You see, big enterprise class sites usually have load balancing, 
pre-rendering, and very custom JavaScript that could introduce technical surprises much too late in the process. Better to be aware of what’s in store than hope your work will be compatible with its eventual home.

Before you get started on any development or design, make sure you’ve built an awareness of your client’s development and production environments. Find out more about their CMS, code base, and ask what they can and cannot host.

Knowing more about the client’s development schedule, for example how quickly a project can be uploaded, will help you plan lead times into your project documentation.

We’ve found that discussing early stage ideas with your client’s development team will help them visualise the level of task required to get something live. Involving them at this early stage means you’re informed on any potential risk in technology choice that will harm your project integrity later down the line.

Initial stakeholder outreach and ideation

Way back at MozCon 2013, I presented an idea called “really targeted outreach“. The concept was simple: find influential people in your space, learn more about the people they influence, and build content that appeals to both.

We’ve been using a similar methodology for larger content development projects: using social data to inspire the creative process gathered from the Twitter Firehose and
other freely available tools, reaching out to identified influencers and ask them to contribute or feedback on an idea. The trick is to execute your social research at a critical, early stage of the content development process. Essentially, you’re collecting data to gain a sense of confidence in the appeal of your content.

We’ve made content with such a broad range of people involved, from astronauts to butlers working at well known, historic hotels. With a little of the right approach to outreach, it’s amazing how helpful people can be. Supplemented by the confidence you’ve gained from your data, some positive results from your early stage outreach can really set a content project on the right course.

My tip: outreach and research several ideas and tell your clients which was most popular. If you can get them excited and behind the idea with the biggest response then you’ll find it easier to get everyone on the same page throughout your project.

Asset collection and research

Now, the real work begins. As I’ve
written elsewhere, I believe that the depth of your content, it’s accuracy and integrity is an absolute must if it is to be taken seriously by those it’s intended for.

Each project tends to be approached a little differently, although I tend to see these steps in almost every one: research, asset collection, storyboarding and conceptual illustration.

For asset collection and research, we use a tool called
Mural.ly – a wonderful collaborative tool to help speed up the creative process. Members of the project team begin by collecting relevant information and assets (think: images, quotes, video snippets) and adding them to the project. As the collection evolves, we begin to arrange the data into something that might resemble a timeline:

After a while, the story begins to take shape. Depending on how complex the concept is, we’ll either go ahead with some basic illustration (a “white board session”) or we’ll detail the storyboard in a written form. Here’s the Word document that summarised the chronological order of the content we’d planned for our
Messages in the Deep project:

messages-in-the-deep-storyboard

And, if the brief is more complex, we’ll create a more visual outline in a whiteboard session with our designers:

interactive-map-sketch

How do you decide on the level of brief needed to describe your project? Generally, the more complex the project, the more important a full array of briefing materials and project scoping will be. If, however, we’re talking simpler, like “long form” article content, the chances are a written storyboard and a collection of assets should be enough.

schema-guide

Over time, we’ve learned how to roll out content that’s partially template based, rather than having to re-invent the wheel each time. Dan’s amazing
Log File Analysis guide was reused when we decided to re-skin the Schema Guide, and as a result we’ve decided to give Kaitlin’s Google Analytics Guide the same treatment.

Whichever process you choose, it helps to re-engage your original contributors, influencers and publishers for feedback. Remember to keep them involved at key stages – if for no other reason than to make sure you’re meeting their expectations on content they’d be willing to share.

Going into development

Obviously we could talk all day about the development process. I think I’ll save the detail for my next post, but suffice it to say we’ve learned some big things along the way.

Firstly, it’s good to brief your developers well before the design and content is finalised. Particularly if there are features that might need some thought and experimental prototyping. I’ve found over time that a conversation with a developer leads to a better understanding of what’s easily possible with existing libraries and code. If you don’t involve the developers in the design process, you may find yourself committed to building something extremely custom, and your project timeline can become drastically underestimated.

It’s also really important to make sure that your developers have had the opportunity to specify how they’d like the design work to be delivered; file format; layers and sizing for different break points are all really important to an efficient development schedule and make a huge difference to the agility of your work.

Our developers like to have a logical structure of layers and groups in a PSD. Layers and groups should all be named and it’s a good idea to attach different UI states for interactive elements (buttons, links, tabs, etc.), too.

Grid layouts are much preferred although it doesn’t matter if it’s 1200px or 960px, or 12/16/24 columns. As long as the content has some structure, development is easier.

As our developers like to say: Because structure = patterns = abstraction = good things and in an ideal world they prefer to work with
style tiles.

Launching

Big content takes more promotion to get that all important initial traction. Your outreach strategy has already been set, you’ve defined your influencers, and you have buy in from publishers. So, as soon as your work is ready, go ahead and tell your stakeholders it’s live and get that flywheel turning!

My pro tip for a successful launch is be prepared to offer customised content for certain publishers. Simple touches, like
The Washington Post’s animated GIF idea was a real touch of genius – I think some people liked the GIF more than the actual interactive! This post on Mashable was made possible by our development of some of the interactive to be iFramed – publishers seem to love a different approach, so try to design that concept in right at the beginning of your plan. From there, stand back, measure, learn and never give up!

That’s it for today’s post. I hope you’ve found it informative, and I look forward to your comments below.

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Reblogged 4 years ago from moz.com