Join Morten Rand-Hendriksen for an in-depth discussion in this video The problem we are trying to solve, part of UX Foundations: Content Strategy.
- [Voiceover] Messages are at the heart of every published project. On the web, in an app, in print, audio, video, sculpture, or anything else. The aim of the message's creator is for it to be heard and understood by the right audience. How do we ensure the message reaches the right audience, and is understood? This is the problem content strategy tries to solve, and it's also what makes content strategy so interesting. Content strategy is not just about creating a message. It's about giving the message the best possible chance of reaching and being understood by its intended audience.
And while the final content matters to the content strategist, their true focus is on understanding the content creator and their intentions, the audience and their needs and desires, the nature of the channels and mediums the content will be presented in, the people and processes that produce and maintain the content, and the ongoing planning for and management of the content. Content strategy is the planning for and creation, delivery, and governance of useful, usable content that, in turn, helps you reach business goals.
It visualizes the cost and benefit of creating quality content. It provides ways to measure the efficiency of content, and the necessary tools and frameworks to make ongoing adjustments to improve efficiency over time. Content strategy is the foundation on which your investment and content can be safely built and maintained.
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