Join Morten Rand-Hendriksen for an in-depth discussion in this video What is content strategy?, part of UX Foundations: Content Strategy.
- Content strategy is the art of bringing the right content to the right person and the right place at the right time and in the right context. It's an umbrella term that covers the planning for, development of, and management of content. The discipline of content strategy grew from a need for more concrete plans, structures, and organization of content published digitally. It was a response to how content publication has evolved. In traditional print environments, everything from page size to press pressure and distribution numbers could be tightly controlled.
On the web, however, everything is fluid. We can't control the devices or platforms people use to access our content or make assumptions about how they'll access our content in the future. Our most common publishing mediums have evolved from static to dynamic, and our process needs to reflect that. In the modern web design process, content strategy kicks in at the planning stage and plays a role throughout the entire process from ideation to design and development through publishing and maintenance.
If the modern web design process is a circular path, content strategy is a ball that rolls along that path. Today, content strategy overlaps with and provides frameworks, structure, and content to existing disciplines like information architecture, user experience design, content management, and marketing. While content strategy and the content strategist can be a distinct position within a team, the role is just as often assumed by an information architect, user experience designer, marketer, or other team members, and all of these roles can benefit from an in-depth understanding of a content strategy.
Why? Let's consider an expanded definition. Content strategy is about bringing the right content to the right person at the right time, in the right context, and making sure it's accurate, up-to-date, and appropriate through ongoing engagement. For this to happen, a communication of ideas must take place, requiring an in-depth understanding of an audience, their needs, and their communication style. Without this, the content and the business it supports will fail.
The role of the content strategist is to be an advocate, both for the content and its audience. To do this, they need to align communication channels to ensure the content is prioritized, and budgets, planning, and company strategy. When looked at this way, it's really just planning for an ongoing and meaningful conversation with a given audience. Content strategy, is, at its heart, the art of clear communication.
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