- 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…
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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