Tag Archives: digital product

content strategy expert quotes

30 Expert Quotes on Content Strategy for Digital Products

Content is an inseparable part of any digital product. It helps to make websites and applications valuable for users and assists to increase user engagement of the product. However, the content created without certain purpose may seem confusing for users and have a bad influence on the credibility of the product. That’s why there always must be the well-thought strategy standing behind the powerful content. To dive deeper into the peculiarities of content strategy, we decided to refer to the professionals of this field. Today’s Tubik Quotes Collection presents the set of wise thoughts and tips from gurus of the content marketing and strategy including Kristina Halvorson, Lee Odden, and Joe Pulizzi.

content strategy expert quotes

«Content isn’t King, it’s the Kingdom.» (Lee Odden)

 

«A content strategy flips the tables on traditional, linear marketing by defining the process and then securing the right resources for producing a consistent stream of content mapped to buyer needs across all phases of the buying cycle.» (David Beebe)

 

«In my experience, the content strategist is a rare breed who’s often willing and able to embrace whatever role is necessary to deliver on the promise of useful, usable content.» (Kristina Halvorson)

 

«Focus on providing better answers for your audience: know that Google wants to have ‘answers’ for its audience, not just a lot of information.» (Cyrus Shepard)

 

«Treat your content like a product.» (Drew Davis)

 

«Here’s everything you need to know about creating killer content in 3 simple words: Clear. Concise. Compelling.» (Demian Farnworth)

 

content strategy expert quotes 2

 

«Your top of the funnel content must be intellectually divorced from your product but emotionally wed to it» (Joe Chernov)

 

«Content that understands its audience will be good content. Content that doesn’t can’t be.» (Doug Kessler)

 

«People don’t find content by mistake, or by accident. Every content plan needs a complementary promotion plan that combines paid, owned, and earned media.» (Matthew Gratt)

 

«It comes down to access. Giving the consumer something they can’t get anywhere else.»  (Jeffrey Moran)

 

«Create content that satisfies your uber goals and desires.» (Tom Webster)

 

«The key ingredient to better content is separating the single from the stream.» (David Hahn)

 

content strategy expert quotes 7

 

«Content that builds trust is human, personal, and relevant. It isn’t greedy, and it doesn’t trick people. If the recipient knew what the sender knows, would she still be happy? If the answer to that question is yes, then it’s likely it’s going to build trust.» (Seth Godin)

 

«There is no content strategy without measurement strategy. Before embarking on a content initiative, irrespective of medium or platform, it’s important to know what you want to achieve.» (Rebecca Lieb)

 

«Content is anything that adds value to the reader’s life.» (Avinash Kaushik)

 

«Curation is a natural and necessary extension of content creation. That is, as great as your content may be, your audience wants to learn from other experts and differing perspectives.» (Pawan Deshpande)

 

«Content should ask people to do something and reward them for it.» (Lee Odden)

 

«We need to create a business strategy for our content. That means saying no to many channels and content types, and focus on where we can build an asset, an audience, over time.» (Joe Pulizzi)

 

«Content precedes design. Design in the absence of content is not design, it’s decoration.» (Jeffrey Zeldman)

content strategy expert quotes 3

 

«The new era demands a focus on ignition, not just content, on trust, not just traffic, and on the elite people in your audience who are spreading and advocating your content.» (Mark Schaefer)

 

«Quality, relevant content can’t be spotted by an algorithm. You can’t subscribe to it. You need people — actual human beings — to create or curate it.» (Kristina Halvorson)

 

«The more content I put out, the more luck I have.» (Gary Vaynerchuk)

 

«Create content that reaches your audience’s audience.» (Ann Handley)

 

«Stop thinking about flat websites and get your content out of the domain.» (Robert Simon)

 

«Content builds relationships. Relationships are built on trust. Trust drives revenue.» (Andrew Davis)

content strategy expert quotes 4

 

«Just as your content needs to target customers at every step of their journey with you, it also needs to appeal to their rational and emotional sides. Every customer needs to have their interest piqued, engagement provoked and confidence built.» (Mark Wilson)

 

«In the future I see a democratization of content creation through content relationships with famous influencers (brandividuals) and niche influencers alike. There’s upside to content co-creation for both brands and contributors. The influencers get exposure to the brand community and the brand gets exposure to better quality content shared with an entirely new audience.» (Lee Odden)

 

«Pushing out content you want to publish is very different to executing a successful content marketing program- one that connects with customers by delivering meaningful experiences that are contextually relevant.» (Ardath Albee)

 

«People use content to express identity.» (Ze Frank)

 

«Actually talk to your customers. Use the language that they use. Talk about the things they talk about. Never feed salad to a lion.» (Jay Acunzo)

content strategy expert quotes


Welcome to check issues of Tubik Quotes Collection on branding, usability and user-centered design

UI design product management

Managing Success. The Role of Product Manager.

In our user-centered world, people’s requirements are extremely high and companies have no other option than trying to give only the best products to them. But how can the companies define if their product responds to the requirements of its target audience and make sure it’ll be successful? Who’s responsible for this key part of the workflow? The answer is a product manager.

 

Even though product management is a core part of the workflow in many companies, meaning behind this position can get people confused. First of all, it may be difficult to understand the essence of the “product” part. We are used to seeing “products” as something that is sold to people, so product managers may be confused with merchandiser, sales manager or other person responsible for purchases. Moreover, it may be mistaken for a job of project manager because sometimes they do have similar responsibilities. Today, in our article, we’ll clear up the essence of a product manager and their role in the workflow of web and mobile development and design companies.

 

wordpress theme design tubik

 

Who’s a product manager?

 

Typically, it is a person who is in charge of the general success of the product. A product manager makes sure that all aspects including business model, positioning, branding, and marketing of the product come together and, what’s more importantly, they ensure it meets users’ needs. Their primary concern is the target audience of the product, the business needs and measurement of the future success.

 

However, the role of product management varies depending on a size and a type of a company. For the web and mobile companies, a product manager is the one who builds the extensive network of relationships between customers and all the parts of the team including development, design and marketing departments to identify the goals, roadmaps and the requirements for the product. Their responsibilities include setting the strategy, the communication with customers, and defining the set of basic features. The main objective of a product manager is to create a product that users will love.

 

Product manager vs Project manager

 

It is sometimes thought that these two jobs are identical: they can be mistaken because people don’t see the differences between a product and a project. Let’s figure it out. A product is what a company provides to the users and it doesn’t matter if it’s a tangible thing or a service that they provide such as design. And, speaking of a project we usually mean a plan that includes work stages, expected outcome, responsible parties, fixed terms and budget. The project is accomplished when the outcome is provided, while the product keeps existing (hopefully) far long after the project is complete. In many cases, product is the result obtained from a particular project.

 

tubik studio manager designer

 

According to this, we can say that the prior objective of a project manager is managing the team of specialists to complete all the stages of the project on time and under budget, while a product manager aims at managing and creating the competitive product that will work after the project is complete.

 

You can find more detailed information about a job of project manager in our article Project Management. Design Process Backstage.

 

Why do IT companies need a product manager?

 

Today the importance of product management is higher than it’s been ever before because of the focus on creating user-centered products. Nevertheless, many companies doubt whether they need to hire a product manager or it would be enough to have a project manager who will lead the team. For better understanding of the key role of a product manager in a workflow, we suggest looking closer at the tasks and responsibilities that a product manager usually takes on.

 

User/market research and analysis

 

In one of our previous articles, we’ve already discussed the role of user and market research in the process of mobile application development. User research means getting deeper into details of core target audience to understand their preferences and psychological peculiarities, the influence of different factors like colors and creative performance ways which could engage users and make them active. Marketing research means exploring the market segment, primarily in the perspective of creative solutions used by competitors. The success of final result depends on how these stages were worked out, so it may be useful and beneficial if they are accomplished by the professional product manager.

 

tubik studio design business

 

Product strategy

 

Product strategy is a plan that organizations follow to achieve desired outcomes.It helps to structure the goals and the ways to achieving them. The product strategy usually consists of a set of chosen activities and milestones to be complete which are typically illustrated as a phased timeline that starts with the current stage and goes to the specific point in the future. The aim of a product manager is to create a solid product strategy that will help organize activities, establish the connection between the product and the company strategy, and clearly identify the steps that should be taken to achieve the business goals.

 

Features for MVP

 

Just to remember, MVP is a product with the set of minimal functions and features which are logically completed and sustainable providing the most important and basic functions for the core target audience. This means that the basic version of the product, able to fulfill key operations solving target audience’s problems, is created as live and starts real functioning as soon as possible.

 

Product manager’s responsibilities include setting priorities in all the processes of creating a product. Based on the research results, they need to choose only necessary features that respond to the actual needs of core target audience at the moment.

 

design navigation UI UX tubik studio

 

Communication with clients

 

At the early stages, product managers build communication with the clients in order to identify their goals for the future business. When the product is being created, product managers usually write short reports daily which may be filled with graphs, charts, or updated suggestions. In this way, you can build trustworthy relationships with your clients and create the competitive product. Certainly, in some companies, these are the responsibilities of project managers. Nevertheless, a product manager knows more about the specific features of the product, that’s why it may be more effective if the reports on the product development (not a project’s progress) are made by product managers.

 

Presentation

 

Research and analysis process aren’t over after a product has been developed. Product managers keep searching for new ideas and the updates on the target market. That’s why regular meetings and presentations about the findings may be quite useful for the successful outcome.

 

Design Studio Tubik

 

We should note that in many digital agencies, UI/UX designers carry out user and market research by themselves to get deeper understanding what they need to do. Nevertheless, global product strategy planning can be hardly related to the field of designers’ specializations. Marketing, business strategies, economics and communications are forte of a product manager who may know little about design but be able to maintain the product presentation and promotion effectively.

 

As you can see, product management can make the connection of the product to the clients and users tight and efficient from the earliest stages of its creation. However, in any case the decision on involving a product manager into the process is highly individual. It depends on numerous factors, including the budget, complexity of the product and the goals behind it.

 

Recommended reading

 

Here are some more articles we could recommend for those who would like to get deeper into the topic:
 

Behind Every Great Product. The Role of the Product Manager
 

Who Needs Product Management?
 

Why Companies Need Full-Time Product Managers (And What They Do All Day)
 

Transitioning from User Experience to Product Management
 

The User Experience Guide Book For Product Managers


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web development and programming

Back-End Development. Foundation of Digital Product.

Seeing an elegant building, we often don’t even imagine that its shape, height, and loads it carries are possible due to solid and powerful foundation hidden from the field of vision. The same happens with digital products: when we open the website that downloads the history of our interactions with it in split seconds, or set the application connecting us with friends and saving our data on any device, when we do simple everyday operations like sending emails or downloading files, most of us don’t know that those interactions are possible due to back-end development which establishes the foundation for effective front-end and enables steady functionality of websites and applications.

 

A lot of internet users and clients ordering services for creating a website or an app think that web development is one-stage process. In fact it is divided into two parts: front-end and back-end development, and for people standing far from this sphere of professional activity, it might be really hard to understand the difference. In our previous articles we have already described general directions of web development and gave a closer review of front-end development issues. Today the theme we raise deals with back-end development, its essence, tools and specific nature.

 

What is back-end development?

 

In general terms, a website or dynamic web application is a number of files containing structure, design, content, and functionality. The technologies and codes that enliven a site, the area of web development which makes the site run invisibly to users is called backend. It consists of the server, the database, and the server-side applications. Back-end is the far side of the web page or screen functionality; to set the analogy, it could be imagined as the brain or the engine of a website or app.

 

For example, when users navigate their web browser to https://tubikstudio.com/, they actually turn to the server where Tubik Studio website files are located and send a request to see them. It should be also noted that loading a website, users aren’t looking at that website directly on the server. The server sends the files to the web browser, which then looks at them locally, on user’s computer. In fact, backend sets the basis on which front-end development is able to come into play. Backend developer programs core computational logic of the system including software, website and information.

 

back end development programming

 

What are the objectives of back-end?

 

The key tasks of back-end are accessing the data that users request through the web browser or app, combining and transforming it, and returning the data in its processed form to the requester.

 
Accessing the data that users request
 

Any time of day or night, there’s always the chance that users will ask for data surfing the website or using the app. Taking it into consideration, back-end should be available on demand being ready to react and respond users’ requests.

 

For practical situation, let’s imagine someone launches an e-commerce startup before their website or app is prepared for a considerable number of users to log in and shop, especially in the high season of celebrations like Halloween or Christmas campaigns. In this case, the launch is done on the shaky ground. What will happen? One day, the website or app will crash. Make no mistake, not being able to get the response from the website, users will get angry and quickly find deals from the competitors. This is how the invisible foundation of back end directly supports not only digital product but far more — brands, companies and clients.

 

Back-end always works with data. A developer has to understand it is vital for the back-end to be developed on the basis of security practices. This is even more significant when the data interacts with secure information, such as medical, personal, or financial data.

 

Combining and transforming the data
The data that is required for website or app can come from a variety of sources called databases. The task of back-end is finding information the user needs within the databases, which contain enormous amounts of data, and then combine it in a way that provides useful and required results.

 

Imagine that someone downloads the app for traveling or opens the website aimed at this theme and wants to know how to arrive at a particular destination. The website or app will need to get access to the information from the city transport databases, taxi companies, Google Maps and so on and so forth.

 

What happens if the questions, which back-end has to respond, change over time? The structure of backend is always optimizable which means that developers will be able to respond new requests within its code.

 

Returning the data
Eventually, as soon as back-end gathers and combines all the requested information, the data should be sent to the user. How can many internet users read the information in code produced for back-end? Perhaps, a small handful of chosen. What should others do? To solve this problem, here come the famous APIs playing the role of back-end “translators” transforming pure code into a language legible and edible for humans.

 

For the efficiency of a digital product performance, it is perfect when web designers, front-end developers, and back-end developers can work together from the earliest stages of any project and have a constant feedback loop. It provides the ability to choose the best design and development solutions and technologies so that the final result could look great and operate properly.

 

What is the structure of back-end?

 

Back-end includes three parts: server, databases, and APIs.

 

The server is a computer, a device or a program whose purpose is managing network resources and data.

 

web development

 

Alternatively referred to as a databank or a data store, and sometimes abbreviated as DB, a database is a big amount of indexed digital information. It can be searched, referenced, compared, changed or manipulated with optimal speed and minimal processing expense.

 

APIs (Application Programming Interfaces) are the tools that transport the data sent from back-end to front-end of the website or app. This data, in particular, can include elements of the layout such as buttons, menus, controls, tabs, images, copy, etc.

 

Back-end presents a combination of the databases and the applications written in a server-side language running on the servers.

 

Server-side languages

 

PHP. It is an HTML-embedded scripting language. The main aim of the language is to allow creating dynamically generated pages quickly. PHP is easy to install and deploy, it is staying competitive with lots of modern frameworks, and is the foundation for a number of content-management systems (CMS). PHP powers famous web sites and platforms such as WordPress, Wikipedia, Facebook etc.

 

Python. It is an interpreted, object-oriented, high-level programming language with dynamic semantics. This programming language is fast, making it effective for getting things to market quickly. Python is simple; its syntax is easy-to-learn, readable and therefore reduces the cost of program maintenance. It is the oldest of the scripting languages and often referred to as powerful and effective. Python powers famous sites such as YouTube, Google, The Washington Post etc.

 

Java. It is a programming language designed for use in the distributed environment of the Web. Java is similar to C++ language, but it is simpler to use than the latter and enforces an object-oriented programming model. It can be used to create complete applications that may run on a single computer or be distributed among servers and clients in a network. Java powers famous sites such as Twitter, Verizon, Salesforce.

 

Ruby. It is dynamic, open source programming language with a focus on simplicity and productivity. Great for building complicated logic on the database side of a website, Ruby connects the back-end and database functionality that PHP and SQL can offer. It is characterized as the language of easy maintenance and high-traffic demands. Ruby powers famous sites such as Hulu, the original version of Twitter, Living Social, Basecamp etc. Moreover, the framework Ruby on Rails for this programming language has extensive libraries which support a higher level of flexibility for a developer in the process of creating code for particular aims.  Here in Tubik we also use this programming language as the basis for back-end development.

 

C#. It is type-safe, object-oriented language that enables developers to build a variety of secure and robust applications that run on the .NET Framework. C# can be used to create Windows client applications, XML Web services, distribute components, client-server applications, database applications, etc. It also can be used to build iOS and Android mobile apps with the help of a cross-platform technology like Xamarin.

 

С++. It is an enhanced C language typically used for object-oriented programming. C++ is effective for complex applications also built on the .NET Framework.

 

Erlang. It is a general-purpose programming language. Erlang has built-in support which increases its level of competitiveness and distribution. It is used in several large telecommunication systems from Ericsson.

 

Server-side frameworks

 

ASP.NET. It is an open source web framework for building modern web apps and services with .NET. It creates websites based on HTML, CSS, and JavaScript that are simple, fast, and can scale to millions of users.

 

Ruby on Rails. It is an open source Ruby language framework for developing database-backed web applications. Ruby on Rails is also full-stack framework which includes everything needed to create a database-driven web application, using the Model-View-Controller pattern.

 

Django. It is a high-level Python language web framework that encourages rapid development and clean, pragmatic design. Django is also free and open source.

 

Node.js. It is a JavaScript runtime built on Chrome V8 JavaScript engine. Here are some examples of Node.js frameworks:

  • Hapi.js
  • Socket.io
  • Express.js
  • Mojito
  • Meteor
  • Derby
  • Mean.js
  • Sails.js
  • Koa.js
  • Total.js

 

Relational database management systems (RDBMS)

 

In order to work properly, every website needs a database to store its code, images, files and other data. The following relational database management systems (RDBMS) are the most popular for web-based applications:

  • MySQL
  • PostgreSQL
  • MongoDB
  • Microsoft SQL Server
  • Oracle
  • Sybase
  • SAP HANA
  • IBM DB2

 

web development

 

Let’s draw up the balance. Front-end is the part of the website or app which users see and interact with. Back-end is the engine behind the interface, allowing data validation, processing and storing.

 

Recommended reading

 

Server-Side Scripting: Back-End Web Development Technology

 

Web Development. Basics of the Job.

 

3 Web Dev Careers Decoded: Front-End vs Back-End vs Full Stack

 

The Languages and Frameworks You Should Learn in 2016

 

I Don’t Speak Your Language: Frontend vs. Backend

 

Basics of Back-End Development