It helps find the optimal voice, tone and messaging to boost conversions. User experience is basically everything that users feel or think while interacting with a product, which doesn’t necessarily need to be a digital one. The same can and should be applied to the content we deliver. The User Experience Professionals Association defines UX as every aspect of a user’s interaction with a product, service, or company that make up the user’s perception of the whole. Information architecture focuses on organizing content so that it is easily accessible by the user. Each strategist explains a different content strategy term, leaving the reader with a wealth of information that (at a pace of 1 per week) could easily take a year to explore. If the project includes a new site backend, they might research and develop a migration plan for a content management system. Content strategy must often precede true UX work, as when it involves the organizational communication planning that must happen before a web design project can begin. A good brand is simultaneously complex enough to have meaning, yet simple enough to stick in people’s minds. Partially, the reason for such approach was that at first the web was more of a “seller’s market” and users had to consume whatever was offered. More information available at: One thing that the two have in common is that the final outcome is always user-centred. Content Strategy. The User Experience Professionals Association may not sound content-specific, but that doesn’t make it any less of an association for content strategists! The Content Strategy Alliance (CSA) formed in 2014 to define a vision and an organizational model for content strategists. Content strategists (sometimes in step with an information architect) may play a big role in defining structure, fields, and other requirements for a content management system. Be sure to continue with our Beginner’s Guide to Information Architecture, and our Beginner’s Guide to Interaction Design. There are many types of content audits, and the right one to perform depends on the goal. She both explains the problem in an easy to understand format, and talks through some of the ways content strategists can make the overwhelming world of omnichannel content into a manageable project. To that end, particularly when a content strategist is focused on creating a message, or providing guidelines that will evoke a specific voice, they are using branding techniques. The conference tends to attract a mix of DITA users and CMS users as well as some stray marketing folk. They range from simple sites like Blogger and Squarespace, to the ever-popular WordPress, to more complex and developer-centric systems like Drupal and Sharepoint. Sometimes we get so carried away by content research and copywriting that we completely forget who the audience is. The Content Specialist/Strategist works with Experience Strategy leads and UX team members to identify and meet the content demands for various projects. Content strategy plans for valuable, findable, meaningful content. Content Strategy at Work, by Margot Bloomstein Warning though, it’s the (self-described) largest content event, so for the many content strategists who identify as introverts, check out their post-show video access. Consider creating user personas with the UX team and keeping them in mind when curating content. Among these common methodologies are omni-channel publishing, marketing and planning, adaptive content, content governance, information architecture, and branding. Our community is a place to learn new skills, share experiences, and network with peers. Ideally, such brainstorming sessions will help create a clear vision of the product both from UX and content perspective. A content marketing strategy or brand storytelling strategy starts before a person has even shown any interest in your product. Though user experience and content strategy seem to have similar goals there is too much conflict when it comes to the actual execution. More information available at: Today, content strategy is an authoritative part of UX design and catches attention from neighboring fields such as business assessment and tech writing. Although the authors are listed as Scott Abel and Rahel Ann Bailie, those two would be better termed the organizers of this book. The UX Content Strategy MTL Meetup is a community for UX and content practitioners, as well as their teammates and colleagues, looking to explore the work of content design, content strategy, UX writing, and more. This year, I’ve gotten into some really fantastic podcasts in the content strategy and UX space. Content is king. The Language of Content Strategy, by Scott Abel and Rahel Ann Bailie A content strategist’s tasks include conducting content audits, CMS research, content mapping, creating voice and tone guidelines, and of course developing content strategies. User experience is all about creating sleek and seamless user flow and keeping user interfaces clear, but delightful. Executed content strategy while following SEO and pillar strategy best practices to create content for all customer journey stages. More information available at: Content Strategy Interviews hosted by Larry Swanson The class will demonstrate proven methods for user engagement, including how to create a strategic roadmap, conduct a workshop, and writing for evergreen digital experiences. Content Strategy Forum (CSF) is an open community for people interested in content strategy, at all levels of experience. It’s a tricky balance to find where design helps that narrative without getting in the way. While much of content strategy may seem highly technical, the field has also evolved—to some extent—from the world of marketing. The mega-agency Razorfish has had dedicated content strategists on staff since 1998. In Content Strategy at Work, Margot Bloomstein deals with the day-to-day. In this article, we’ll take a look at Content Strategy—that amalgamation of strategic thinking, digital publishing, information architecture and editorial process. CS is technically not a part of UX but it has a direct impact on the end... Best practices for meaningful content. To have flexible, searchable content that appears to the right people, in the right places, at the right time. More information available at: Content strategy plans for the creation, curation, and maintenance of text, images, audio, and video. Typically, these guidelines outline the goals of the product, any market research that influences the decisions, and connects the brand voice to visual brand elements. Their work is unique in that it continues nearly through to the end of the project, unlike a researcher or designer or developer, who may own a stage of the project and then move on to other things. Content Strategy at Work uses a mix of case studies and practical advice to help any organization benefit from content strategy. Still, there’s a lot we can learn from content marketing, and there are certainly a lot of content marketers who build and use content strategies. Content should reflect on how users think and speak about the topic. Learn more about content management systems. Their list of best practices, tools, and templates definitely accomplishes their goal to be useful, and membership in the alliance is open to all. Content strategy creates a framework or a guidance for copywriters and content curators defining the main themes and topics, messaging priorities, content length based on its purpose and target audience characteristics. To complicate matters more, there is no one “right” CMS. What does this mean to you? Content strategy plans for the creation, publication, and governance of useful, usable content. As bookish and outdated as it sounds, content is still king in 2014. Content Strategy and UX: A Modern Love Story Content strategy has been around for a long time. So make sure to have clear structure with meaningful headers and subheaders, as well as spice up text with relevant visuals. The Content Strategy Quad, copyright Brain Traffic. What process is right for a consultancy? Students will focus on content strategy made up of taxonomy, information architecture, UX writing, machine learning, and artificial intelligence. Content strategists and SEO specialists tend to add as much keyword optimized content to webpages as possible, while designers have a hard time fitting that 400-500 word content into the page without impacting the design. While conducting the audit itself can feel tedious and tiresome, the deliverable is so versatile and valuable it’s well worth the time. Content strategists come from all over. Editorial elements including voice and tone, target audiences, and brand guidelines represent the quadrant to the left, while experience elements including user needs, customer journeys, and content format makes up the right. Allison Rung, a content strategy manager leading UX writing at Airbnb, stresses how using user-oriented action verbs that have a call-to-action or “next step” for the user, while being mindful of incorporating the right amount of context that makes sense to the user at the moment is important for UX writing that flows. Content strategy and copywriting are part of UX, not a separate thing, Content needs to be taken into consideration from the start , Copywriting doesn’t … UX oriented Product Manager with a strong passion for sleek and usable digital products. But often better UX means clearer wording, calls to action and value proposition. UX writing is one of the component parts of the content strategy. Use UX to engage more site visitors: The user experience (UX) plays a big role in content strategy and digital marketing. In other cases, the UX writer will rather collaborate with content strategists. In particular, the Content Strategy Podcast has been a gem, and I think I’ve listened to almost every episode twice. (Often this is the case for planning marketing content, ie blog posts, social media, videos etc.) Sure, things have changed drastically and now we can’t survive relying only on valuable content creation and distribution, we also have to work hard on things like web usability, interaction design, information architecture and so on. Brain Traffic, the content strategy agency that created the model above, recently updated to reflect the evolution and changes in the practice and industry. Content strategy lays out the materials and basic layout for the “house” so UX can take over in the next stage. So it is essential to have these teams collaborate to get projects done. Kristina Halvorson is widely recognized as one of the country’s leading web content strategists. One of those things is consistency. While many content strategists will specialize in only one quadrant, such as “Messaging” or “CMS implementation,” it’s important for anyone getting started in the field to understand how the four fit together. For example, the UX and content strategy team might work together, and design a product page with an image and caption, a short description of the product, and then a call to action. And, of course, all that messy editorial planning and workflow stuff tends to continue long after interface design and front-end development are complete. So, while the list below is indicative of the tools that a strategist might use, they’re by no means prescriptive. Firstly, I believe that UX and content strategy aren’t separate fields, they are inter-related and need each other to generate the ‘perfect’ marriage (ideally) between content and context. Voice and tone guidelines can be as simple as outlining the general feel of the language, or as specific as identifying key vocabulary terms and branded language. This is the realization of one of the principles of Google, according to which it is necessary to focus on the user, and all the other components of the mosaic of successful product promotion will take their places by themselves. Designed by Content Insight, the CAT is a godsend to content strategists who need to build content audits for large sites. I’m a Melbourne-based content strategist and UX researcher, working to deliver a great user experience for all digital channels. A new addition to the conference circuit, the Design and Content Conference is making a point of highlighting the collaborative nature of content strategy and UX design. Get started with the most advanced email builder for your next campaign or newsletter. Systems design is “the process of defining the architecture, modules, interfaces, and data for a system to satisfy specified requirements” (via Brain Traffic). In the typical UX model, content strategy sits alongside things like Usability and IA but also operates outside that framework by taking on wider issues such as governance and workflow. Helped B2B and B2C clients with their overall marketing strategy, content marketing, and automation needs. Sara Wachter Boettcher tackles the tough topics in this book about devices, channels, and the future of content. Originally founded by Michael Metts . The role of the content strategist can be a bit more broad, again depending on who you ask. There are so many content management systems, that it can be very difficult to choose the right one. Finding other like-minded (and unlike-minded) people is a great way to learn, and these are great ways to find those people. The audit, then, is the qualitative analysis of the inventory. The inventory is a catalogue of all the content being used in a project. When she’s not training in-house teams, facilitating workshops, or working on projects, she’s speaking at conferences or writing about content strategy, Noz Urbina explains omni-channel publishing, Content Strategy: Connecting the dots between business, brand, and benefits, Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project, The Digital Crown: Winning at Content on the Web, Letting Go of the Words: Writing Web Content that Works, Content Everywhere: Strategy and Structure for Future-Ready Content, Beginner’s Guide to Information Architecture, How to Sell Content Strategy to Management. More information available at: Includes more than 100 components to help you create custom emails templates faster than ever before. There, she and a select group of professional partners help organizations create and better manage their communication products. Content strategy makes it clear who is the message for, what we are trying to achieve and how we can effectively articulate that in our content. Content + UX is managed by Jess Sand, with help from an amazing team of volunteer admins: Jess H., Sara B., Clay D., Kenneth Y., Amanda M., and Michael Metts. GatherContent is a content collaboration software designed by, and for, content strategists. Content mapping is the process of identifying the types of content, while content modeling adds definition and structure. A content audit can be compared to competitor sites for a competitor audit, or it can be turned into a content evaluation, where the strategist rates each page according to specific goals. As Kristina Halvorson further explains it in her book “Content Strategy for the Web”: “It plots an achievable roadmap for individuals and organizations to create and maintain content that audiences will actually care about.”. The field of content strategy has blossomed in the past few years, and associations and conferences exist for every type of content strategist. More information available at: