Join Morten Rand-Hendriksen for an in-depth discussion in this video Content strategy for the people, part of UX Foundations: Content Strategy.
- At the core of content strategy we find the message created by people and meant to be understood by people. To create a successful content strategy we first have to understand these people, their motivations and their goals. In this chapter, we'll focus on the questions, why? What? For whom? In what context? To start, let's realign how we think about the different individuals and groups that will interact with the content. When working on any kind of customer or audience facing project, it's east to fall into the trap of thinking of those who access the content as users.
This mythical user is usually some sort of idealized person with infinite time, and patience, and knowledge, a person about as far from reality as we can get. From here on forward, I want you to get rid of the notion of the user and start thinking of them instead as people. People are unique individuals, infinitely complex and perplexing, infinitely interesting, surprising and ingenuous. In this chapter I'll introduce you to methodologies that help establish an understanding of the people who interact with the content, both those who create the message and those who receive it.
Through this process your content strategy will develop a solid core built on an understanding of the intentions of the creator, the motivations of the recipient and how to ensure successful communication between them. In the end it's the people that matter and understanding them helps us create content they'll understand.
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