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content strategy ux

Every content strategist’s version of a content strategy takes on a different form. I hate this type of question and to me they don’t make sense. If they simply complete the template, there’s a good likelihood it will be used as expected. Be sure to continue with our Beginner’s Guide to Information Architecture, and our Beginner’s Guide to Interaction Design. Content Strategy at Work, by Margot Bloomstein 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. For some, the “content strategy” is the whole process. Create an amazing static website in minutes and export ready-to-use template. Originally founded by Michael Metts . 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. More information available at: http://lavacon.org/. While this is a bit of an exaggeration, in reality far less obvious differences in writing style will strike users as somehow “off” or wrong. 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. The only apparent commonality is that all content strategy deals with content; that said, the methodologies that make up the work vary widely. Previous article Driving Value as a Tiny UX Content Team: How We Spend Content Strategy Resources Wisely August 7, 2020. While this comes from the world of business organization and HR, it’s now a necessary part of content strategy. But often better UX means clearer wording, calls to action and value proposition. Content strategy refers to planning and managing content —not just text—for websites, apps or digital services or products. It will fit all kinds of projects. For most teams, the best CMS will depend heavily on their goals, and their team’s abilities. To complicate matters more, there is no one “right” CMS. Content strategy work now typically falls into one of two groups: content design or system design. This website design and code was built using our tools. We’re always looking for new authors. Also, as anyone who has attended will tell, there’s always cake. 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. Subscribe now to receive discounts, news, and updates. For some projects, the content is listed as pages. UX Content Strategist, UX Pin Design has to work hard to help the narrative of your content play out. You could say that user experience writing is like a tool content strategy uses as a part of its grander goal. Sometimes we get so carried away by content research and copywriting that we completely forget who the audience is. What some people forget is that the information on a site–the content–is also a huge part of UX. Helped B2B and B2C clients with their overall marketing strategy, content marketing, and automation needs. 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. The inventory is a catalogue of all the content being used in a project. Google Analytics gives you insight into your website’s effectiveness through a variety of metrics; including bounce rate, keyword frequency, etc. 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 … Content strategy plans for the creation, publication, and governance of useful, usable content. 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. Content Strategy and UX: A Modern Love Story Content strategy has been around for a long time. But for others, creating a core content strategy is also a task in and of itself (a bit meta!). 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. Rahel Anne Bailie is the principal of Intentional Design, a Content Strategy consultancy. Treat it as a proof of concept. While they approach this matter differently, content strategists and UX writers seek to place a user’s interests at the centre of their projects. Start your subscription today for free. Though user experience and content strategy seem to have similar goals there is too much conflict when it comes to the actual execution. I believe that great content, relevant information architectures, and a positive user experience can only be the result of research and data analysis. As it happens, Meetup’s interface also makes it easy to start a new group. 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. This approach may be successful in the short term but if you are aiming for something greater, focusing only on user experience is not a way to go. More information available at: https://uxpa.org/. Content Strategy at Work uses a mix of case studies and practical advice to help any organization benefit from content strategy. UX writing is one of the component parts of the content strategy. 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. The Content Strategy Alliance (CSA) formed in 2014 to define a vision and an organizational model for content strategists. I’m a Melbourne-based content strategist and UX researcher, working to deliver a great user experience for all digital channels. We have everything you need to make money. The book goes over how to do content strategy in general, and how to do it well. Content strategy lays out the materials and basic layout for the “house” so UX can take over in the next stage. 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. In fact, UX design and content strategy are actually far more related than you might imagine. 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. The same can and should be applied to the content we deliver. Sara Wachter Boettcher tackles the tough topics in this book about devices, channels, and the future of content. We’ve recently updated two other Beginner’s Guides. Ideally, such brainstorming sessions will help create a clear vision of the product both from UX and content perspective. Sometimes even two extra words can distort a design and changing the wording for the sake of design may ruin the desired effect of the message as whole. Many chapters host individual conferences, as well as meetings and events. Get started with the most advanced email builder for your next campaign or newsletter. These are just a few of the influential and informative people who work in-house and out of agencies, as freelancers and consultants. Letting Go of the Words addresses an area of content strategy that is too often overlooked: everything that isn’t copy! We use cookies to ensure that we give you the best experience on our website. One of those things is consistency. Fall 2020 Schedule Content mapping is the process of identifying the types of content, while content modeling adds definition and structure. Finding other like-minded (and unlike-minded) people is a great way to learn, and these are great ways to find those people. The CAT crawls a public site, pulls the pages into an excel document, and delivers it in a usable form to the strategist. What process is right for a consultancy? 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. How to create and manage content for high-end websites. 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. A good brand is simultaneously complex enough to have meaning, yet simple enough to stick in people’s minds. The answer? The Elements of Content Strategy, by Erin Kissane We used to design the way we thought was cool and the more extraordinary solutions were created the better. In this article, we’ll take a look at Content Strategy—that amalgamation of strategic thinking, digital publishing, information architecture and editorial process. They encourage content strategy understanding and adoption through discussion, collaboration, production of public resources, and their international conference, also called Content Strategy Forum. Content strategy and UX have similar goals. Information architecture focuses on organizing content so that it is easily accessible by the user. There are many types of content audits, and the right one to perform depends on the goal. What framework should you follow? If you happen to live in an area where a content strategy meetup doesn’t yet exist, now’s the time to start! It’s not sexy, but it’s true. 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. The final quadrant, process design, looks at the content lifecycle, governance, and content measurements. 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. The ultimate goal? 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. Content strategy is the framework that guides the creation, distribution, and management of actionable content that helps achieve a specific business objective. 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. 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. Microsoft Excel, for all its quirks, is one of the tried and true tools content strategists use. Use UX to engage more site visitors: The user experience (UX) plays a big role in content strategy and digital marketing. 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. 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. 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. Among these common methodologies are omni-channel publishing, marketing and planning, adaptive content, content governance, information architecture, and branding. “Content” is everywhere. Having a plan that creates a bridge between user needs and business goals is essential, not only from the content perspective but also for the UX and design team. It’s no surprise that content strategists tend to have a way with words. Learn more about content management systems. I’m Christine Benson, an Information Architect, Content Strategist, and UX Designer. Earn 25% commission on affiliate sales. So there are many, many books available on content strategy. But their job is not to create, for that they rely on other professionals. 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. Brands are both visual, shown in logos and color palettes, and verbal, coming across in language and style of speech. Content Strategy Forum (CSF) is an open community for people interested in content strategy, at all levels of experience. 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. The task of UX texts is to help the user achieve his goals through the language. When that’s the case, the content strategy work results in a content strategy report, which identifies content issues, recommendations, priorities, and a future timeline to update the content’s structure and substance, and thus improve the user’s experience. Here’s where content strategy comes in handy. What better way to sort, filter, and file dozens or sometimes even hundreds of content elements, web pages, and content types? The User Experience Professionals Association may not sound content-specific, but that doesn’t make it any less of an association for content strategists! But above all this, user experience is the voice of the end 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. More information available at: http://www.meetup.com/. Content strategy, UX, and design together make the final blueprint, so we have to go a little deeper than that this time. Her iconic 2008 article, Rachel Lovinger is the Experience Director and Content Strategist at Razorfish. A content strategist may be responsible for gathering these varying requirements and narrowing the field of viable CMSes. Sometimes we get so carried away by content research and copywriting that we completely forget who the audience is. 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. Remote and full time jobs for web designers and developers. Letting Go of the Words: Writing Web Content that Works, by Janice (Ginny) Redish There are often battles between UX and content management teams, especially when it comes to design process. UXPA has chapters in nearly every major city across the United States, and many internationally. Whether you’re an experienced web designer, developer, marketer, or a newbie looking to learn the basics, there’s something for everyone on this blog. A perfect tool to create website or prototype projects. 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. Includes more than 100 components to help you create custom emails templates faster than ever before. 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. Karen McGrane is one of the pioneers of UX Design. A content strategist typically comes into the UX project during the Discovery or Research phrase. Content management systems are everywhere. Read some of … 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. 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. How does in-house work differ? It helps find the optimal voice, tone and messaging to boost conversions. However, everything goes for a toss if … But the good news is that when user experience and content strategy work together, the synergistic effect is much greater than simply resolving conflict. The Content Specialist/Strategist works with Experience Strategy leads and UX team members to identify and meet the content demands for various projects. Executed content strategy while following SEO and pillar strategy best practices to create content for all customer journey stages. 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. In Content Strategy at Work, Margot Bloomstein deals with the day-to-day. CAT can be purchased for a specific number of pages, or for a monthly fee. This is a review of the online course Foundations of UX: Content Strategy by Patrick Nichols. 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. (Often this is the case for planning marketing content, ie blog posts, social media, videos etc.) 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. 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.”. 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. 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. UX and Content Strategy: How They Are Related and Why You Should Care, Making Content Strategy and UX Work Together. 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. Sometimes, the role of the UX writer includes creating or revising the content strategy. More information available at: http://csf.community/. Content strategy focuses on the planning, creation, delivery, and governance of content. Before writing a word, content strategists outline the brand’s message, and the organization’s goals. We know, content strategy is most definitely NOT content marketing! Sometimes, particularly in small companies, content strategists may also create content. In other cases, the UX writer will rather collaborate with content strategists. Students will focus on content strategy made up of taxonomy, information architecture, UX writing, machine learning, and artificial intelligence. There are so many content management systems, that it can be very difficult to choose the right one. First referenced in the late 1990s by information designers like Ann Rockley, content strategy began to gain real traction around 2009. The conference tends to attract a mix of DITA users and CMS users as well as some stray marketing folk. UX Booth is trusted by over 100,000 user experience professionals. The Content Strategy Podcast by BrainTraffic, hosted by Kristina Halvorson. It’s a tricky balance to find where design helps that narrative without getting in the way. That’s the beauty of it: search “content strategy” in your city on the Meetup interface, and you’ll find any number of networking groups, educational groups, and social groups. Content strategy can greatly benefit from applying the most important principle of UX: Putting the user at the center of everything. Large corporations such as Disney, Wells Fargo, and Mayo Clinic have had functional content strategy teams for years. Many factors contribute to the popularization of the term, including the start of dedicated content strategy conference Confab, and the beginning of multi-channel publishing. Kristina Halvorson is widely recognized as one of the country’s leading web content strategists. So it is essential to have these teams collaborate to get projects done. The role of the content strategist can be a bit more broad, again depending on who you ask. 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. That depends on the content strategy. 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. 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. She’s on a never-ending quest to understand how people make sense of information, and how to make it easier for them. As we’ve shown, content strategy can impact many aspects of user experience. Her 2007 article, Gerry McGovern is on a mission to make large organizations more customer-centric. So, while the list below is indicative of the tools that a strategist might use, they’re by no means prescriptive. Our community is a place to learn new skills, share experiences, and network with peers. A simple tool to create emails and newsletters. While conducting the audit itself can feel tedious and tiresome, the deliverable is so versatile and valuable it’s well worth the time. This doesn’t necessarily mean shortening content, but making it more readable, easy to understand and scannable. Content strategy is a huge piece of creating a user experience, and to that end content strategists play a large role in UXPA. Readers will learn where and when to apply strategy, and how to start asking a lot of important questions. 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. Design provides context, inferred intent, trust and helps brings content to life. With Postcards you can create and edit email templates online without any coding skills! 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. 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. One thing that the two have in common is that the final outcome is always user-centred. To have flexible, searchable content that appears to the right people, in the right places, at the right time.

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