Join Morten Rand-Hendriksen for an in-depth discussion in this video Identify and understand stakeholders, part of UX Foundations: Content Strategy.
- [Voiceover] If we start with the origin of the content, we find the project stakeholders. These are all the people who literally have a stake in the project, either as owners, managers, creators, or maintainers. Getting a firm grip on the stakeholders will help ensure a successful project. The goal of talking to stakeholders is to get a clear answer to these three questions. What message are we communicating? What does success mean for this project? And how do we set realistic, measurable goals? The best way to go about this process is through project research and stakeholder interviews.
First, educate yourself on the overall project and its stated goals through whatever information is available. What is the project, company, organization, or business all about? What are their motivations and goals? How do we measure value? Next, perform stakeholder interviews to get a better understanding of the people involved. Ideally, you'll talk to people from all facets of the organization, management all the way out to the people who work directly with materials and interface with customers. The questions you want answered include, what are the business goals? What tactics are in use to reach these goals? What are the objectives for this project? And what are the requirements for this project? What you'll find is the answers to these questions will likely change depending on the person you're talking to and their role in the organization.
While management tends to have a 10,000-foot view of the organization and how the project fits in, the people who work on the ground, so-to-speak, often have practical issues and examples of issues the project can help solve. As an example, working on the content strategy for an organization a few years ago, I discovered the person that was the most influential in the final strategy was the secretary, because they interfaced with the target audience every day. Nobody was more surprised by this than the CEO, had to face up to the reality she didn't understand her own customers.
The job of the content strategist is to collect all this information and put together a multi-faceted picture of how stakeholders see the project, and how best to answer all their needs.
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