Omnichannel is about understanding and optimizing for the entire journey across all channels.” A content strategist is essentially a publisher at times, responsible for considering omnichannel publishing needs, and working through the implications with the larger design team. For others, it might get as granular as content elements, such as text paragraphs, images, videos, and PDFs. What some people forget is that the information on a site–the content–is also a huge part of UX. We know, content strategy is most definitely NOT content marketing! Privacy Statement. The distance between print and the web, when it comes to a publication process, isn’t all that vast. The field of content strategy has blossomed in the past few years, and associations and conferences exist for every type of content strategist. For some, the “content strategy” is the whole process. Originally founded by Michael Metts . With Startup App and Slides App you can build unlimited websites using the online website editor which includes ready-made designed and coded elements, templates and themes. Content strategy in UX design Relation between Content Strategy and UX. It also defines the tone and character of a business, in order to engage specific user groups and achieve business objectives. 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. Content management systems are everywhere. There are often battles between UX and content management teams, especially when it comes to design process. It’s also the process that plans ahead for content that needs to appear in multiple places, sometimes at specific times, so that information can be personalized be audience. As an added benefit, a deliverable of this sort helps stakeholders, clients, and project owners see the value that comes out of content strategy work. To be fair, there is no one Meetup group. In this article, we’ll take a look at Content Strategy—that amalgamation of strategic thinking, digital publishing, information architecture and editorial process. Although the authors are listed as Scott Abel and Rahel Ann Bailie, those two would be better termed the organizers of this book. Design • UX DesignArmen Ghazaryan • May 05, 2014 • 5 minutes READ. 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. If one writer uses Oxford commas and formal addresses, and another is more casual, the voice of the site or app will feel inconsistent and awkward. 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. Earn 25% commission on affiliate sales. Ideally, such brainstorming sessions will help create a clear vision of the product both from UX and content perspective. But what all CMSes have in common is their ability to store, display, and publish content. Though user experience and content strategy seem to have similar goals there is too much conflict when it comes to the actual execution. I hate this type of question and to me they don’t make sense. 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. 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. The content audit can then be repurposed as a report with prioritized pages to create, edit, retire, or migrate to a new CMS, all depending on the project. One of those things is consistency. A simple tool to create emails and newsletters. As we mentioned above, there’s no one CMS for every content strategist or every content project. Combining the expertise, skills and mindsets of usability professionals, creative designers, content curators and strategists will not only solve existing problems but will improve the overall communication between them. Find the world’s top designers and developers. More information available at: http://lavacon.org/. Content strategy provides the vision that guides the development of content according to a specific business goal. She’s on a never-ending quest to understand how people make sense of information, and how to make it easier for them. CAT can be purchased for a specific number of pages, or for a monthly fee. A content strategist’s tasks include conducting content audits, CMS research, content mapping, creating voice and tone guidelines, and of course developing content strategies. The focus on user needs and expectations is crucial for user experience. The Content Strategy Quad, copyright Brain Traffic. 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 … Consider creating user personas with the UX team and keeping them in mind when curating content. Content Strategy at Work, by Margot Bloomstein Content strategy plans for valuable, findable, meaningful content. But their job is not to create, for that they rely on other professionals. What is more important: User experience or content? A perfect tool to create Bootstrap website. UX Booth is trusted by over 100,000 user experience professionals. Content strategists use editorial and publication planning tools as well; we call them “editorial calendars,” and use them to plan for content creation. While there are many definitions, I would describe content strategy as a long term plan of creating, delivering and maintaining useful and valuable content for the users of your product, aka target audience. We used to design the way we thought was cool and the more extraordinary solutions were created the better. Content strategy can greatly benefit from applying the most important principle of UX: Putting the user at the center of everything. Be sure to continue with our Beginner’s Guide to Information Architecture, and our Beginner’s Guide to Interaction Design. Content strategy borrows and learns from IA in order to prioritize content, create navigable site maps, and ultimately help users find the information they need, in the places they expect to find it. Content audits can take on many forms, but they typically begin with the creation of an inventory in an excel doc. A perfect tool to create website or prototype projects. All Rights Reserved. User experience is all about creating sleek and seamless user flow and keeping user interfaces clear, but delightful. But for others, creating a core content strategy is also a task in and of itself (a bit meta!). Brands are both visual, shown in logos and color palettes, and verbal, coming across in language and style of speech. Helped B2B and B2C clients with their overall marketing strategy, content marketing, and automation needs. Google Analytics is the self–described enterprise-class web analytics solution. For many content strategists, Confab Central is a sort of religious experience, making Minneapolis, MN an unlikely Mecca. Content Strategy and UX Writing Produce User-Centered Products. The former can’t really function without the latter, but your content strategy may still be useful without UX writing. As we’ve shown, content strategy can impact many aspects of user experience. Conclusion. 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. The inventory is a catalogue of all the content being used in a project. A content marketing strategy or brand storytelling strategy starts before a person has even shown any interest in your product. Content is king. How Can Content Strategy Benefit From UX and Vice Versa. The User Experience Professionals Association may not sound content-specific, but that doesn’t make it any less of an association for content strategists! Adaptive content, responsive design—it’s tricky stuff. The work can be broken down into four areas, defined by the team at Brain Traffic as the content strategy components. Content Everywhere: Strategy and Structure for Future-Ready Content, by Sara Wachter-Boettcher 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. I’m a Melbourne-based content strategist and UX researcher, working to deliver a great user experience for all digital channels. They encourage content strategy understanding and adoption through discussion, collaboration, production of public resources, and their international conference, also called Content Strategy Forum. More information available at: http://contentstrategyalliance.com/. As bookish and outdated as it sounds, content is still king in 2014. GatherContent is a content collaboration software designed by, and for, content strategists. However, everything goes for a toss if … Information architecture focuses on organizing content so that it is easily accessible by the user. Design provides context, inferred intent, trust and helps brings content to life. The Content Strategy Podcast by BrainTraffic, hosted by Kristina Halvorson. Brain Traffic, the content strategy agency that created the model above, recently updated to reflect the evolution and changes in the practice and industry. GatherContent offers a free 30 day trial, and a small, medium, or large plan based on the number of projects the team wants to create. Their goal is to allow ideas to be heard, and encourage momentum to produce useful resources for content strategists. Position UX Writer + Brand Marketing Strategist Employer Freelancer, Denver, CO Duration April 2018 to Present This doesn’t necessarily mean shortening content, but making it more readable, easy to understand and scannable. The only apparent commonality is that all content strategy deals with content; that said, the methodologies that make up the work vary widely. Large corporations such as Disney, Wells Fargo, and Mayo Clinic have had functional content strategy teams for years. Since the content strategist has the big picture view of the publishing process, editorial guidelines, and omnichannel needs, they are in the best position to recommend a governance model that will maintain the quality of the experience. Content Strategy at Work uses a mix of case studies and practical advice to help any organization benefit from content strategy. In either case, as a UX writer you will need the insights gathered from content strategy, whether you or someone else has created those insights. This is a great conference for beginner content strategists as well as experienced ones, since it focuses on staying small (about 650 people) and welcoming. How to create and manage content for high-end websites. Content strategy consultant Noz Urbina explains omni-channel publishing and how it differs from multichannel: “Multichannel (or cross-channel) refers to delivering content and considering consumer experience on more than one channel. Get started with the most advanced email builder for your next campaign or newsletter. Or even worse, trying to figure out which came first — the chicken or the egg? As any other strategy, it gives a clear vision of what we need to achieve (the type of content that relates to the users and satisfies their needs) and how exactly we can get there (by understanding the users and creating quality content). Content Strategy Forum (CSF) is an open community for people interested in content strategy, at all levels of experience. Includes more than 100 components to help you create custom emails templates faster than ever before. Subscribe now to receive discounts, news, and updates. 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.”. First referenced in the late 1990s by information designers like Ann Rockley, content strategy began to gain real traction around 2009. The tool is intended to help organise and produce content before publication. Content strategy focuses on strategy. The final quadrant, process design, looks at the content lifecycle, governance, and content measurements. What framework should you follow? Readers will learn where and when to apply strategy, and how to start asking a lot of important questions. Google Analytics gives you insight into your website’s effectiveness through a variety of metrics; including bounce rate, keyword frequency, etc. The same can and should be applied to the content we deliver. Start your subscription today for free. The Content Specialist/Strategist works with Experience Strategy leads and UX team members to identify and meet the content demands for various projects. So there are many, many books available on content strategy. For most teams, the best CMS will depend heavily on their goals, and their team’s abilities. Content strategy is the framework that guides the creation, distribution, and management of actionable content that helps achieve a specific business objective. 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. Once a person shows interest in or starts to use your product, UX writing helps them have the best experience with it. Her many well-informed and educational content strategy presentations include, Sara Wachter-Boettcher is a content strategy consultant, author, and editor based out of Philadelphia. UX writing is one of the component parts of the content strategy. We’re always looking for new authors. That means everything in this guide, and the tasks are creating a content audit, messaging guidelines, governance, content mapping, etc. Content strategy is a huge piece of creating a user experience, and to that end content strategists play a large role in UXPA. Any one would be a valuable addition to a content strategist’s bookshelf. If content is king, then content strategy is the king-maker. At its worst, Microsoft Excel is an easy way to export information from a CMS, and at its best, for a true power user Excel can display information and help content strategists analyze and improve on existing content. We’ve recently updated two other Beginner’s Guides. Whether the end product is a marketing website, an Apple Watch app, or a mobile-friendly site, the end user expects certain things. A content strategist typically comes into the UX project during the Discovery or Research phrase. This is a review of the online course Foundations of UX: Content Strategy by Patrick Nichols. One thing that the two have in common is that the final outcome is always user-centred. But none of those is going to build a successful business, if we do not have amazing content to power the overall user experience. Rahel Anne Bailie is the principal of Intentional Design, a Content Strategy consultancy. Content strategy lays out the materials and basic layout for the “house” so UX can take over in the next stage. A content strategist’s tasks include conducting content audits, CMS research, content mapping, creating voice and tone guidelines, and of course developing content strategies.
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