Join Morten Rand-Hendriksen for an in-depth discussion in this video Define an audience, part of UX Foundations: Content Strategy.
- [Voiceover] Before we can learn to know…and understand the people who will be accessing the content…we need to know who they are.…For every project an audience has to be defined.…Whether your organization has a clear definition…of who their primary audience is…or this is an explore territory…clearly defining an audience…is a vital part of developing a content strategy.…To start this process ask a simple question.…Who is the organization aiming to reach?…Typically there will be an archetypal user defined…for which the organization and it's products…or services was originally designed.…
Young professionals in an urban setting,…new parents, small business owners…with minimal staff and overhead,…gigantic multinational corporations.…Based on this archetype build a list…of key characteristics that define them.…What makes this audience unique?…And how does this uniqueness connect them…to your product or service?…From this primary audience establish…secondary and tertiary audiences.…Who influences and who is inspired by the primary audience?…
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
Skill Level Intermediate
1. Content Strategy: An Introduction
2. The Content Strategy Process
3. Users, Motivations, and Goals
4. Analysis and Structure
5. Guides, Templates, and Workflows
6. Creation and Management
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