Join Morten Rand-Hendriksen for an in-depth discussion in this video Budgeting and advocacy, part of UX Foundations: Content Strategy.
- It goes without saying, that great content does not come free. But, in many organizations, content creation, especially for soft purposes, like publishing on the website, is under-valued and under-funded. I can't tell you how many times I've heard stories of companies where the website is considered a side project for marketing. When establishing a content strategy, it's imperative that proper funding is part of the conversation from day one. Great content is an investment in the future, now more than ever.
And like any vital part of an organization or a company, it needs proper funding and staffing. Returning to my analogy from earlier in the course, content strategy is a rolling ball that follows the path of the organization. To keep the ball rolling, make the content strategy an integral part of the overall business strategy. One key step in this process, is to make both the content strategy and ongoing content work both transparent and visible to all levels of management. When the people in charge of budgets and financing see the work being done and the results rendered, they'll be more inclined to invest in content and publishing.
Encouraging a sense of ownership in the content strategy and ongoing content production in management, is also a good way of ensuring continued investment. Make management part of the content strategy process and encourage them to contribute their skills and experience as content for internal and external publication, to give them a feel for what is involved and why it matters. In many ways, the content strategist is an advocate for the content as much as the audience. For the content strategy to succeed, it has to be respected and treated as an integral part of the organization.
For that to happen, everyone must understand that without great content, the organization fails.
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. Author Morten Rand-Hendriksen also shows you how to develop persona spectrums to better understand your users and evaluate the needs of important stakeholders and influencers.
- What is content?
- The components of content strategy
- Identifying stakeholders and audience
- Developing user persona spectrums
- Auditing your content
- Building guides, templates, and workflows
- Creating the content
- Measuring success