A content strategist typically comes into the UX project during the Discovery or Research phrase. In this article, we’ll take a look at Content Strategy—that amalgamation of strategic thinking, digital publishing, information architecture and editorial process. There, she and a select group of professional partners help organizations create and better manage their communication products. Create an amazing static website in minutes and export ready-to-use template. It can also pull screenshots, analytics data, and page-level details. Smooth and enjoyable user experiences are the key components of higher conversion rates. Content Strategy and UX: A Modern Love Story Content strategy has been around for a long time. Design • UX DesignArmen Ghazaryan • May 05, 2014 • 5 minutes READ. There are often battles between UX and content management teams, especially when it comes to design process. Earn 25% commission on affiliate sales. More information available at: http://www.contentmarketingworld.com/. Whether the end product is a marketing website, an Apple Watch app, or a mobile-friendly site, the end user expects certain things. Once a person shows interest in or starts to use your product, UX writing helps them have the best experience with it. However, everything goes for a toss if … “Content” is everywhere. Content Strategy and UX Writing Produce User-Centered Products. Most users do not read every sentence; they merely scan copy. Information architecture focuses on organizing content so that it is easily accessible by the user. 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. It’s not sexy, but it’s true. What better way to sort, filter, and file dozens or sometimes even hundreds of content elements, web pages, and content types? 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. 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. 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. Here’s where content strategy comes in handy. For many people, content seems to begin and end with publishing. The ultimate goal? 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.”. Many chapters host individual conferences, as well as meetings and events. Executed content strategy while following SEO and pillar strategy best practices to create content for all customer journey stages. 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. 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 work can be broken down into four areas, defined by the team at Brain Traffic as the content strategy components. (Often this is the case for planning marketing content, ie blog posts, social media, videos etc.) Sometimes, particularly in small companies, content strategists may also create content. It’s like asking a kid who he loves more — mom or dad. Content strategy refers to planning and managing content —not just text—for websites, apps or digital services or products. Letting Go of the Words addresses an area of content strategy that is too often overlooked: everything that isn’t copy! 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. 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 strategy. What some people forget is that the information on a site–the content–is also a huge part of UX. Sometimes we get so carried away by content research and copywriting that we completely forget who the audience is. So, while the list below is indicative of the tools that a strategist might use, they’re by no means prescriptive. In addition, a subset of marketing is editorial and publication planning. He has spoken about content strategy at many conferences, including giving the. 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. A content strategist’s tasks include conducting content audits, CMS research, content mapping, creating voice and tone guidelines, and of course developing content strategies. CS is technically not a part of UX but it has a direct impact on the end... Best practices for meaningful content. The Content Specialist/Strategist works with Experience Strategy leads and UX team members to identify and meet the content demands for various projects. 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. To have flexible, searchable content that appears to the right people, in the right places, at the right time. 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. We’re happy to publish useful articles and tutorials related to web design. Fall 2020 Schedule It’s no surprise that content strategists tend to have a way with words. Rahel Anne Bailie is the principal of Intentional Design, a Content Strategy consultancy. A simple tool to create emails and newsletters. The tool is intended to help organise and produce content before publication. If content is king, then content strategy is the king-maker. For others, it might get as granular as content elements, such as text paragraphs, images, videos, and PDFs. What does this mean to you? 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. Content strategy resources You could say that user experience writing is like a tool content strategy uses as a part of its grander goal. Use UX to engage more site visitors: The user experience (UX) plays a big role in content strategy and digital marketing. But their job is not to create, for that they rely on other professionals. We know, content strategy is most definitely NOT content marketing! Students will focus on content strategy made up of taxonomy, information architecture, UX writing, machine learning, and artificial intelligence. A good brand is simultaneously complex enough to have meaning, yet simple enough to stick in people’s minds. Content strategy work now typically falls into one of two groups: content design or system design. It’s a tricky balance to find where design helps that narrative without getting in the way. For many content strategists, Confab Central is a sort of religious experience, making Minneapolis, MN an unlikely Mecca. Brands are both visual, shown in logos and color palettes, and verbal, coming across in language and style of speech. 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. More information available at: http://www.designcontentconf.com/. 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. How to create and manage content for high-end websites. A content strategist’s tasks include conducting content audits, CMS research, content mapping, creating voice and tone guidelines, and of course developing content strategies. 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. For some projects, the content is listed as pages. 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. But often better UX means clearer wording, calls to action and value proposition. 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. Content mapping is the process of identifying the types of content, while content modeling adds definition and structure. Plenty of people work on content strategy, and few of them have “content strategist” as their job title. For example, the content in your app will be a part of your content strategy while still being a part of UX writing. 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. Earlier, we defined governance as the hierarchy of decision makers as well as the communication structure within the team. This year, I’ve gotten into some really fantastic podcasts in the content strategy and UX space. 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. But the good news is that when user experience and content strategy work together, the synergistic effect is much greater than simply resolving conflict. Microsoft Excel, for all its quirks, is one of the tried and true tools content strategists use. Sara Wachter Boettcher tackles the tough topics in this book about devices, channels, and the future of content. It will fit all kinds of projects. All Rights Reserved. Content strategists come from all over. 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. What framework should you follow? CAT can be purchased for a specific number of pages, or for a monthly fee. But for others, creating a core content strategy is also a task in and of itself (a bit meta!). More information available at: http://contentstrategyalliance.com/. 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 list of best practices, tools, and templates definitely accomplishes their goal to be useful, and membership in the alliance is open to all. The distance between print and the web, when it comes to a publication process, isn’t all that vast. The same can and should be applied to the content we deliver. Letting Go of the Words: Writing Web Content that Works, by Janice (Ginny) Redish 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. Hiring web designers, developers to work with you remotely or full-time? But what all CMSes have in common is their ability to store, display, and publish content. More information available at: http://www.meetup.com/. Ideally, such brainstorming sessions will help create a clear vision of the product both from UX and content perspective. 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. The only apparent commonality is that all content strategy deals with content; that said, the methodologies that make up the work vary widely. Conclusion. So it is essential to have these teams collaborate to get projects done. The inventory is a catalogue of all the content being used in a project. We’ve recently updated two other Beginner’s Guides. The Language of Content Strategy is the collaborative effort of 52 content strategists! The Elements of Content Strategy, by Erin Kissane In Content Strategy at Work, Margot Bloomstein deals with the day-to-day. However, the gap between publishing and omnichannel publishing is another matter. More information available at: http://lavacon.org/. 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. The Language of Content Strategy, by Scott Abel and Rahel Ann Bailie Ensuring that you have useful and usable content, that is well structured, and easily found is vital to improving the user experience of a website. A content strategist typically comes into the UX project during the Discovery or Research phrase. Content strategy plans for the creation, curation, and maintenance of text, images, audio, and video. I believe that great content, relevant information architectures, and a positive user experience can only be the result of research and data analysis. Content should reflect on how users think and speak about the topic. 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. Designmodo offers advanced drag and drop website and email builders for web designers and developers, we have everything you need to make money. In particular, the Content Strategy Podcast has been a gem, and I think I’ve listened to almost every episode twice. The book goes over how to do content strategy in general, and how to do it well. Get started with the most advanced email builder for your next campaign or newsletter. 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. UXPA has chapters in nearly every major city across the United States, and many internationally. Google Analytics is the self–described enterprise-class web analytics solution. Content strategy is a huge piece of creating a user experience, and to that end content strategists play a large role in UXPA. Today, content strategy is an authoritative part of UX design and catches attention from neighboring fields such as business assessment and tech writing. 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). Content management systems are everywhere. 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 task of UX texts is to help the user achieve his goals through the language. More information available at: http://csf.community/. 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. Start your subscription today for free. The audit, then, is the qualitative analysis of the inventory. 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 focuses on strategy. 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. Also, as anyone who has attended will tell, there’s always cake. It’s a wonderful opportunity that any content strategist would be lucky to attend. 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. Consider creating user personas with the UX team and keeping them in mind when curating content. 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. As it happens, Meetup’s interface also makes it easy to start a new group. 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. There are so many content management systems, that it can be very difficult to choose the right one. 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. But for a content strategist, content begins with defining requirements, and identifying user needs. Content Everywhere: Strategy and Structure for Future-Ready Content, by Sara Wachter-Boettcher 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. Content audits can take on many forms, but they typically begin with the creation of an inventory in an excel doc. This eliminates a lot of guesswork for an information architect. Good marketing is built off good communication, and content strategists can use those same skills to learn how to communicate with users. UX and Content Strategy: How They Are Related and Why You Should Care, Making Content Strategy and UX Work Together. 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. Be sure to continue with our Beginner’s Guide to Information Architecture, and our Beginner’s Guide to Interaction Design. 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. But what’s the point of it all? 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. The Content Strategy Alliance (CSA) formed in 2014 to define a vision and an organizational model for content strategists. 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