A UX strat e gy is the plan and approach for a digital product. About this guide. Download the exercise files for this course. 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. Read writing about Content Strategy in UX Planet. The best B2B marketers know to prioritize directing the right content to the right person at the right time. Content strategy focuses on the planning, creation, delivery, and governance of content for websites or apps to ensure that you have useful and usable content, that is well structured and easily found. Without intentional content strategy, UX designers are not set up for success. Whether the end product is a marketing website, an Apple Watch app, or a mobile-friendly site, the end user expects certain things. We should always be designing content-first.” Aly: “Javon’s right. He has written five books on how the Web has facilitated the rise of customer power, including, Karen McGrane is a user experience professional, content strategist, information architect, and interaction designer. We know, content strategy is most definitely NOT content marketing! Free directory of useful tools for the content practioner, compiled from the Content + UX Slack group. A content strategist’s tasks include conducting content audits, CMS research, content mapping, creating voice and tone guidelines, and of course developing content strategies. In particular, the Content Strategy Podcast has been a gem, and I think I’ve listened to almost every episode twice. Content strategy solves these problems before they even begin. When someone is viewing a website or an app the main purpose is to deliver valuable content to an audience. Irina is a global content strategy expert and speaker with extensive experience in the technology and nonprofit sectors. In a previous episode Searchmetrics’ SEO Strategist and Advisor Jordan Koene debated the value of building a website directory. The work can be broken down into four areas, defined by the team at Brain Traffic as the content strategy components. While content strategy and the content strategist can be a distinct position within a team, the role is just as often assumed by an information architect, user experience designer, marketer, or other team members, and all of these roles can benefit from an in-depth understanding of a content strategy. Content + UX. 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. Though it originated in Hawaii (hence the name), LavaCon moves each year to a new location, and each year it seems to be growing, offering more tracks, more speakers, and more opportunities to learn. Content strategy focuses on the planning, creation, delivery, and governance of content for websites or apps to ensure that you have useful and usable content, that is well structured and easily found. Even experienced content strategists will learn something new in this guide, since we can all do with a reminder of the basics. Content design is “the process of using data and evidence to give the audience the content they need, at the time they need it, and in a way they expect” (coined by Sarah Richards of Content Design London). Microsoft Excel, for all its quirks, is one of the tried and true tools content strategists use. Good marketing is built off good communication, and content strategists can use those same skills to learn how to communicate with users. The Content Strategy Alliance (CSA) formed in 2014 to define a vision and an organizational model for content strategists. In any case, keep in mind that UX writing, content strategy, and content design are not the same job. The UX strategy makes a case for all touch points and weaves them into a seamless ecosystem between buyer and seller through the UX design. Earlier, we defined governance as the hierarchy of decision makers as well as the communication structure within the team. But what all CMSes have in common is their ability to store, display, and publish content. While this is by no means an exhaustive list, these five are all books we just can’t live without. - Content strategy is the art of bringing the right content to the right person and the right place at the right time and in the right context. Frameworks from UX: Content strategy can map onto user experience (UX) frameworks, such as this one which maps content onto technical, editorial, and web development viewpoints. The conference tends to attract a mix of DITA users and CMS users as well as some stray marketing folk. In most of my projects and assignments, I mix at least two of the three disciplines into my approach. 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. A content strategist typically comes into the UX project during the Discovery or Research phrase. If you happen to live in an area where a content strategy meetup doesn’t yet exist, now’s the time to start! Let’s look at a definition of strategy:: a careful plan or method for achieving a particular goal usually over a long period of time. SEO Landing Pages. 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 mapping is the process of identifying the types of content, while content modeling adds definition and structure. Content strategy resources C+UX Resource Library. - Content strategy is the art of bringing the right content to the right person and the right place at the right time and in the right context. We’ve actually met … Read more. Their list of best practices, tools, and templates definitely accomplishes their goal to be useful, and membership in the alliance is open to all. Read writing about Content Strategy in Shopify UX. More information available at: https://uxpa.org/. Download the exercise files for this course. A couple hundred years more came modern newspaper publishing, which started in Germany circa 1609.Then the internet happened. What Does A UX Designer Do? Strategy is the opposite of one-size-fits-all thinking. Move seamlessly from reporting on keywords to managing and optimizing SEO landing pages ; See how to fine-tune on-page content and technical … Content strategy ; Other stuff usually involving a lot of diagrams, power point and spreadsheets. Let’s look at a definition of strategy:: a careful plan or method for achieving a particular goal usually over a long period of time. Without this, the content and the business it supports will fail. Google Analytics gives you insight into your website’s effectiveness through a variety of metrics; including bounce rate, keyword frequency, etc. For example, a team without a developer will need a CMS that can be managed with little to no additional code, and an organization that relies heavily on user surveys will want a CMS that integrates forms easily. Brands are both visual, shown in logos and color palettes, and verbal, coming across in language and style of speech. Etablieren Sie gemeinsam mit uns Content-Strategie als Disziplin für die methodische Entwicklung von Web-Inhalten im deutschsprachigen Raum. For example video, text, images and others. concept of writing was conceived (circa 3400 BC), it took thousands of years until Gutenberg invented movable type (circa 1450). Erin Schroeder is a senior content strategist and writer at Geonetric, where she helps healthcare brands organize user-first websites, content marketing, and brand messaging. The distance between print and the web, when it comes to a publication process, isn’t all that vast. share | improve this answer | follow | answered Aug 16 '13 at 15:34. Even when content strategy is given priority in design, hiring content strategists is too often not. Content strategy considers the context in which content will be consumed. Let me explain the differences between the disciplines I specialise in: content design, UX writing and content strategy. Join us on Slack. This hands-on guide for all UXers explores the intersection of content strategy and UX design on a website design project. 2,453 12 12 silver badges 14 14 bronze badges. A content management system (CMS) is an application designed to house all the content that appears on a site or series of sites and applications. Any given map will show you the roads and rivers in your GPS - it doesn’t show where every dry-cleaning store in town is, for the simple reason that it doesn’t have to. Content strategy sits at the core of any publishing project and is an integral part of modern business. For some projects, the content is listed as pages. Leading a content function in a UX strategy team at SAP, she feels fortunate to shape superior customer experiences with a focus on digital transformation. The wireframe is a great way of specifying the layout and interactions of a digital product. The tool is intended to help organise and produce content before publication. Our community is a place to learn new skills, share experiences, and network with peers. Start your subscription today for free. They encourage content strategy understanding and adoption through discussion, collaboration, production of public resources, and their international conference, also called Content Strategy Forum. For this to happen, a communication of ideas must take place, requiring an in-depth understanding of an audience, their needs, and their communication style. The Language of Content Strategy, by Scott Abel and Rahel Ann Bailie Content strategy work now typically falls into one of two groups: content design or system design. Although UX design consists of many details such as content messaging, visual design, and how easy it is for a user to find what is looking for. As it happens, Meetup’s interface also makes it easy to start a new group. As a former journalist, she never lost her love to write. To have flexible, searchable content that appears to the right people, in the right places, at the right time. 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. While much of content strategy may seem highly technical, the field has also evolved—to some extent—from the world of marketing. Content strategy, UX, and design together make the final blueprint, so we have to go a little deeper than that this time. A content strategist’s tasks include conducting content audits, CMS research, content mapping, creating voice and tone guidelines, and of course developing content strategies. Now that we have briefed you on two essential marketing tools, it becomes clear that companies should avail themselves to both, in order to meet their business objectives. Canvas Model : In canvassing, processes are mapped in a way that defines their value proposition, key activities, channels, customer segments, and other features. Content strategy podcasts. Content strategy refers to planning and managing content —not just text—for websites, apps or digital services or products. There are so many content management systems, that it can be very difficult to choose the right one. in a nutshell, UX strategy is the „Big Picture“ of the future digital products. When looked at this way, it's really just planning for an ongoing and meaningful conversation with a given audience. More information available at: http://csf.community/. But their job is not to create, for that they rely on other professionals. Content strategy plans for the creation, publication, and governance of useful, usable content. For many people, content seems to begin and end with publishing. To complicate matters more, there is no one “right” CMS. Connor McNulty, founder of Bugsy Content and the data-driven human-centered content strategist, helps organizations grow with redesign content strategy, conversion rate optimization, conversion copywriting, and UX consulting. So, to know what content is, we need to know what meaningful information is and how this relates to content strategy. Their goal is to allow ideas to be heard, and encourage momentum to produce useful resources for content strategists. 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. Prime, AWS, Kindle, as a content creator, and so on. What Else Should UX Professionals Know About Content Strategy? Today, content strategy is the process that ensures content is published, edited, republished, repurposed, and archived at the right times. Readers will learn where and when to apply strategy, and how to start asking a lot of important questions. Structure (or content engineering) represents the left side and answers questions such as how content is organized for browse-and-find, how tags and categories are used, and requirements for elements like personalization and AI. Content Everywhere: Strategy and Structure for Future-Ready Content, by Sara Wachter-Boettcher The audit, then, is the qualitative analysis of the inventory. If the modern web design process is a circular path, content strategy is a ball that rolls along that path. Content Strategy Forum (CSF) is an open community for people interested in content strategy, at all levels of experience. In the modern web design process, content strategy kicks in at the planning stage and plays a role throughout the entire process from ideation to design and development through publishing and maintenance. Awareness and interest in content strategy continues to grow: Every company has a business model…whether it knows it or not. How does in-house work differ? Similarly, every business has a content strategy. In this article, we’ll take a look at Content Strategy—that amalgamation of strategic thinking, digital publishing, information architecture and editorial process. Designed by Content Insight, the CAT is a godsend to content strategists who need to build content audits for large sites. Some are more technical in nature, and focus on tech writing and CMS work, where others speak more to those doing branding and messaging work. But what’s the point of it all? Systems design is “the process of defining the architecture, modules, interfaces, and data for a system to satisfy specified requirements” (via Brain Traffic). This can be a little overwhelming, even for an insider. UX writing is one of the component parts of the content strategy. As such, it's important that you have a strategy for your content. UXPA has chapters in nearly every major city across the United States, and many internationally. Both UX and content strategy were born out of the failures of the production-only mindset, and the increasing need to be strategic. Unser berufsbegleitendes Studium ist die erste akademische Ausbildung in Europa, die Sie dafür ausbildet. Although the authors are listed as Scott Abel and Rahel Ann Bailie, those two would be better termed the organizers of this book. It’s ads and longform copy, images and videos, stories and metadata. That means everything in this guide, and the tasks are creating a content audit, messaging guidelines, governance, content mapping, etc. Morten Rand-Hendriksen is a web designer and developer with a passion for open-source software like WordPress. Content strategy focuses on strategy. There, she and a select group of professional partners help organizations create and better manage their communication products. This year, I’ve gotten into some really fantastic podcasts in the content strategy and UX space. More information available at: http://www.meetup.com/. What is UX Strategy? In all likelihood, your UX strategy is going to be a good old fashioned typed document aimed directly at a particular product or platform, produced after a lot of data-based research, discussion and … UX strategy is the vision of a solution that needs to be validated with real potential customers to prove that it's desired in the marketplace. It allows you to fine tune and test things early in the design lifecycle, avoiding costly mistakes. The Mutual Benefits of Content Strategy and UX Design. | AVO agency ... UX Writing This week, author and content strategist Carrie Hane guides us in the many ways a content strategist can improve the design process. English is an Evolving Language. As we’ve shown, content strategy can impact many aspects of user experience. The answer? It's a long-term commitment to better content, a practice that beautifully complements the art and science of UX strategy. 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. Download the files the instructor uses to teach the course. 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. Does it matter which comes first? Why? What process is right for a consultancy? Content can be defined as the topic or subject matter involved in the process of delivery. Content audits can take on many forms, but they typically begin with the creation of an inventory in an excel doc. You’re absolutely right. Content strategists are always discussing better ways to get valuable content from their clients to their audience. Analyse and compare your content to that of your competitors. A high-level overview of where to start if you're interested in understanding the content strategy … These are just a few of the influential and informative people who work in-house and out of agencies, as freelancers and consultants. If they simply complete the template, there’s a good likelihood it will be used as expected. Users, motivations, and goals for the project, Guides, templates, and workflows for the project. The User Experience Professionals Association may not sound content-specific, but that doesn’t make it any less of an association for content strategists! 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. Content strategy and UX have similar goals. 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 must often precede true UX work, as when it involves the organizational communication planning that must happen before a web design project can begin. More information available at: http://lavacon.org/. You'll also see her articles on content strategy and user experience around the web, including UX Collective, UX Booth, and Prototypr. Content not only includes the words on the page but also the images and multimedia that are used. Now we know what UX is, and we know what content is, we need to define Content Strategy before we can see how Content Strategy is UX. 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. 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. In short, UX writing is part of content strategy and design, but these two disciplines include other tasks that have nothing to do with UX writing. Also, as anyone who has attended will tell, there’s always cake. (Around the time I was born, incidentally).Thus began the Cambrian explosion of content As a content strategist I’m often responsible for editing my colleagues writing. Learn the four elements of constructing meaningful content, from identifying your audience and structuring and wireframing content to developing content guidelines and measuring the success of your efforts. 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. Another essential component of content strategy is the process. While they approach this matter differently, content strategists and UX writers seek to place a user’s interests at the centre of their projects. Get started with a free trial today. Married with web analytics and measurement, this enables content strategists to gauge content’s efficacy. She is the co-producer of, Margot Bloomstein is the founder and sole proprietor of, Jonathon Colman is a UX content strategist at Facebook, merging the worlds of data and creativity. Content strategy and user experience (UX) sound interchangeable. Essentially, once the iPhone came into being, publishers suddenly needed to publish content for desktop and mobile at the same time—and sometimes in different formats. Done right, your UX design strategy helps you build a relationship with your end users, promote your brand, and increase conversions. Video: What is UX Content Strategy? So for anyone who fits into that category, CMWorld is the place to go. The task of UX texts is to help the user achieve his goals through the language. It was a response to how content publication has evolved. Today, content strategy overlaps with and provides frameworks, structure, and content to existing disciplines like information architecture, user experience design, content management, and marketing. 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