Join Morten Rand-Hendriksen for an in-depth discussion in this video Substance and structure, part of UX Foundations: Content Strategy.
- With a solid understanding of the people…that make up the target audience for the project,…it's time to start thinking about the content itself.…In this chapter, we'll focus on the questions,…what, how, where and with what?…What we're really talking about at this stage…is substance and structure.…What are we publishing?…The content itself or the substance.…And how, where and with what are we publishing it?…The structure.…In this stage of the process,…we're building a new layer on our ball…that wraps around the core of people, motivations and goals.…
This layer has two parts.…First, analyze new and existing content…to make sure the substance of the project…meets the motivations and goals…of stakeholders and their audience,…and second, create a map of the content…that needs to be written and produced,…along with the structures to present the content…in the easiest, most accessible and most meaningful way.…In this process, we'll use the personas and empathy maps…as a foundation to map out content, information architecture…
Author
Morten Rand-Hendriksen
Released
6/30/2016Learn 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 Appropriate for all
Duration
Views
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Introduction
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Welcome1m 24s
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1. Content Strategy: An Introduction
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What is content strategy?2m 39s
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What is "content"?3m 4s
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2. The Content Strategy Process
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3. Users, Motivations, and Goals
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Define an audience1m 53s
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Understanding context3m 15s
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Develop fact-based personas3m 40s
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4. Analysis and Structure
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Substance and structure1m 7s
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Content models2m 47s
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Scenarios and activity flows1m 59s
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5. Guides, Templates, and Workflows
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Voice and tone5m 4s
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Style guides2m 15s
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Examples and templates1m 52s
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Workflows2m 49s
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6. Creation and Management
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Governance and ownership3m 3s
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Who creates the content?2m 44s
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Budgeting and advocacy1m 50s
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Measuring success3m 37s
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Conclusion
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Video: Substance and structure