The conference avoids taking on specific themes or forcing talks into tracks, preferring instead to focus on the state of content strategy and the most up-to-date topics at any given time. UX writing is one of the component parts of the content strategy. 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. Because it’s focused on collaboration, it’s helpful for content strategists who need to share sample content with designers or developers during the design process. While much of content strategy may seem highly technical, the field has also evolved—to some extent—from the world of marketing. In Erin Kissane’s short-but-sweet book, she digs into content strategy’s roots. One of those things is consistency. There, she and a select group of professional partners help organizations create and better manage their communication products. 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. The work can be broken down into four areas, defined by the team at Brain Traffic as the content strategy components. While this comes from the world of business organization and HR, it’s now a necessary part of content strategy. Executed content strategy while following SEO and pillar strategy best practices to create content for all customer journey stages. Read some of … But if they label on the template “this image needs to show the exact product, so that the call to action is contextually accurate” then they can ensure it. 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 mapping is the process of identifying the types of content, while content modeling adds definition and structure. There are so many content management systems, that it can be very difficult to choose the right one. 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. More information available at: It also defines the tone and character of a business, in order to engage specific user groups and achieve business objectives. Whether the end product is a marketing website, an Apple Watch app, or a mobile-friendly site, the end user expects certain things. They encourage content strategy understanding and adoption through discussion, collaboration, production of public resources, and their international conference, also called Content Strategy Forum. 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). He has spoken about content strategy at many conferences, including giving the. Letting Go of the Words addresses an area of content strategy that is too often overlooked: everything that isn’t copy! In this article, we’ll take a look at Content Strategy—that amalgamation of strategic thinking, digital publishing, information architecture and editorial process. Content strategy plans for the creation, publication, and governance of useful, usable content. You could say that user experience writing is like a tool content strategy uses as a part of its grander goal. 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. Large corporations such as Disney, Wells Fargo, and Mayo Clinic have had functional content strategy teams for years. Good marketing is built off good communication, and content strategists can use those same skills to learn how to communicate with users. Content should reflect on how users think and speak about the topic. Letting Go of the Words: Writing Web Content that Works, by Janice (Ginny) Redish A content marketing strategy or brand storytelling strategy starts before a person has even shown any interest in your product. Karen McGrane is one of the pioneers of UX Design. A perfect tool to create Bootstrap website. 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 they simply complete the template, there’s a good likelihood it will be used as expected. This year, I’ve gotten into some really fantastic podcasts in the content strategy and UX space. The simple tool is essentially a build-it-yourself template, where a content strategist (or copywriter) can define content needs and constraints, and then establish roles for other users to edit, approve, or comment on content. It’s a tricky balance to find where design helps that narrative without getting in the way. 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. Content Strategy at Work uses a mix of case studies and practical advice to help any organization benefit from content strategy. 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. Fall 2020 Schedule UX oriented Product Manager with a strong passion for sleek and usable digital products. Information architecture is a field of its own, and we’ve written a Complete Beginner’s Guide to explain its many intricacies. Content Strategy and UX Writing Produce User-Centered Products. Pro tip: when looking for a new CMS most content strategists will want to at least check that it has a WYSIWYG editor! A content strategist’s tasks include conducting content audits, CMS research, content mapping, creating voice and tone guidelines, and of course developing content strategies. But as the web evolved and competition intensified, web developers had to change their strategy for a more user-centered design putting the focus on the user needs and expectations. In particular, the Content Strategy Podcast has been a gem, and I think I’ve listened to almost every episode twice. Content strategists come from all over. Not long ago, before UX and related disciplines were on the rise, websites and other digital products were designed considering the taste and opinion of the client and based on the imagination and skills of the web designer. Content strategists are always discussing better ways to get valuable content from their clients to their audience. And, of course, all that messy editorial planning and workflow stuff tends to continue long after interface design and front-end development are complete. As it happens, Meetup’s interface also makes it easy to start a new group. For many content strategists, Confab Central is a sort of religious experience, making Minneapolis, MN an unlikely Mecca. Systems design is “the process of defining the architecture, modules, interfaces, and data for a system to satisfy specified requirements” (via Brain Traffic). Any one would be a valuable addition to a content strategist’s bookshelf. Learn more about content management systems. 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. 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. 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. Content Strategy and UX: A Modern Love Story Content strategy has been around for a long time. 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. User experience is all about creating sleek and seamless user flow and keeping user interfaces clear, but delightful. That depends on the content strategy. 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. 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. 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. Our community is a place to learn new skills, share experiences, and network with peers. Her iconic 2008 article, Rachel Lovinger is the Experience Director and Content Strategist at Razorfish. Content strategy can greatly benefit from applying the most important principle of UX: Putting the user at the center of everything. Her 2007 article, Gerry McGovern is on a mission to make large organizations more customer-centric. The tool is intended to help organise and produce content before publication. Content strategy is the framework that guides the creation, distribution, and management of actionable content that helps achieve a specific business objective. 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. But their job is not to create, for that they rely on other professionals. 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 not only includes the words on the page but also the images and multimedia that are used. Helped B2B and B2C clients with their overall marketing strategy, content marketing, and automation needs. Content strategy in UX design Relation between Content Strategy and UX. Content Strategy at Work, by Margot Bloomstein Consider creating user personas with the UX team and keeping them in mind when curating content. A good brand is simultaneously complex enough to have meaning, yet simple enough to stick in people’s minds. UX gurus Nielsen and Norman stated it best: “In order to achieve high-quality user experience in a company’s offerings there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design.”. It is a relatively new discipline and there is plenty of debates on whether there is a need for the title of content strategist at all, but just like any other profession, it takes time to fully outline the key responsibilities and benefits of having one. So for anyone who fits into that category, CMWorld is the place to go. 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. Every content strategist’s version of a content strategy takes on a different form. 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. The ultimate goal? The words used in those strategies help to draw people to your product. How an individual uses and interacts with your website is a huge determiner for if they will stay to enjoy more of your content, or if they will leave in search of something else. Designed by Content Insight, the CAT is a godsend to content strategists who need to build content audits for large sites. Conclusion. For most teams, the best CMS will depend heavily on their goals, and their team’s abilities. Today, content strategy is the process that ensures content is published, edited, republished, repurposed, and archived at the right times. What some people forget is that the information on a site–the content–is also a huge part of UX. Content strategy resources 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 strategy is a huge piece of creating a user experience, and to that end content strategists play a large role in UXPA. 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. A content strategist may be responsible for gathering these varying requirements and narrowing the field of viable CMSes. So it is essential to have these teams collaborate to get projects done. Most users do not read every sentence; they merely scan copy. Treat it as a proof of concept. Sometimes, the role of the UX writer includes creating or revising the content strategy. The audit, then, is the qualitative analysis of the inventory. What better way to sort, filter, and file dozens or sometimes even hundreds of content elements, web pages, and content types? The final quadrant, process design, looks at the content lifecycle, governance, and content measurements. For others, it might get as granular as content elements, such as text paragraphs, images, videos, and PDFs. CAT can be purchased for a specific number of pages, or for a monthly fee. 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. The book goes over how to do content strategy in general, and how to do it well. As we mentioned above, there’s no one CMS for every content strategist or every content project. 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. We’re always looking for new authors. The same can and should be applied to the content we deliver. It’s no surprise that content strategists tend to have a way with words. Students will focus on content strategy made up of taxonomy, information architecture, UX writing, machine learning, and artificial intelligence. Adaptive content, responsive design—it’s tricky stuff. The Language of Content Strategy, by Scott Abel and Rahel Ann Bailie Design • UX DesignArmen Ghazaryan • May 05, 2014 • 5 minutes READ. 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. Get started with the most advanced email builder for your next campaign or newsletter. 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. Content strategy. 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. 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. Though user experience and content strategy seem to have similar goals there is too much conflict when it comes to the actual execution. This doesn’t necessarily mean shortening content, but making it more readable, easy to understand and scannable. Start your subscription today for free. For many people, content seems to begin and end with publishing. 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. Content strategy provides the vision that guides the development of content according to a specific business goal. Readers will learn where and when to apply strategy, and how to start asking a lot of important questions. I believe that great content, relevant information architectures, and a positive user experience can only be the result of research and data analysis. While content strategy focuses on the content that creates an experience, rather than how to market that experience, there is a lot that we have learned from the field of marketing. 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.”. 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. Remote and full time jobs for web designers and developers. 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. More information available at: Designmodo offers advanced drag and drop website and email builders for web designers and developers, we have everything you need to make money. Content management systems are everywhere. There are many types of content audits, and the right one to perform depends on the goal. We create beautiful website and email builders, helping 30,000 customers to grow their business. We have everything you need to make money. I hate this type of question and to me they don’t make sense. Content audits can take on many forms, but they typically begin with the creation of an inventory in an excel doc. The role of the content strategist can be a bit more broad, again depending on who you ask. 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. Married with web analytics and measurement, this enables content strategists to gauge content’s efficacy. Content is king. These are just a few of the influential and informative people who work in-house and out of agencies, as freelancers and consultants. For over 20 years I’ve helped organizations solve key problems by discovering, understanding, and designing the right information and processes to reach the people they need to connect with. To complicate matters more, there is no one “right” CMS. Sometimes, particularly in small companies, content strategists may also create content. For some projects, the content is listed as pages. 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. For example, the content in your app will be a part of your content strategy while still being a part of UX writing. Content strategy work now typically falls into one of two groups: content design or system design. While this is by no means an exhaustive list, these five are all books we just can’t live without. Rahel Anne Bailie is the principal of Intentional Design, a Content Strategy consultancy. 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. Content strategy, UX, and design together make the final blueprint, so we have to go a little deeper than that this time. For some, the “content strategy” is the whole process. (Often this is the case for planning marketing content, ie blog posts, social media, videos etc.) Find the world’s top designers and developers. We used to design the way we thought was cool and the more extraordinary solutions were created the better. We pinky swear to not spam you. Content Strategy Interviews hosted by Larry Swanson Consider creating user personas with the UX team and keeping them in mind when curating content. The notion has also been explained as a repeatable framework that sets out the whole editorial content generation process. Obviously, content strategy plays a huge role in creating more optimal information architecture, since it defines what type of content (text, multimedia) will be created and how it will be structured to better address user needs. Includes more than 100 components to help you create custom emails templates faster than ever before. UX Content Strategist, UX Pin Design has to work hard to help the narrative of your content play out. Earlier, we defined governance as the hierarchy of decision makers as well as the communication structure within the team. It’s a wonderful opportunity that any content strategist would be lucky to attend. If the project is a site redesign, they might inventory and review the pages currently on the site. Earn 25% commission on affiliate sales. 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. So, while the list below is indicative of the tools that a strategist might use, they’re by no means prescriptive. Although the authors are listed as Scott Abel and Rahel Ann Bailie, those two would be better termed the organizers of this book. All Rights Reserved. This is a review of the online course Foundations of UX: Content Strategy by Patrick Nichols. Google Analytics is the self–described enterprise-class web analytics solution. Content strategy refers to planning and managing content —not just text—for websites, apps or digital services or products. The focus on user needs and expectations is crucial for user experience. A content strategist typically comes into the UX project during the Discovery or Research phrase. User experience is a broad category, which encompasses every aspect of the product from as small as button design and caption up to navigation, information architecture or an e-commerce checkout process. Privacy Statement. Be sure to continue with our Beginner’s Guide to Information Architecture, and our Beginner’s Guide to Interaction Design. Content strategy can greatly benefit from applying the most important principle of UX: Putting the user at the center of everything. The mega-agency Razorfish has had dedicated content strategists on staff since 1998. Microsoft Excel, for all its quirks, is one of the tried and true tools content strategists use. Ideally, such brainstorming sessions will help create a clear vision of the product both from UX and content perspective. But for others, creating a core content strategy is also a task in and of itself (a bit meta!).