ISYS6308

User Experience Design

Content Strategy
 Content Strategy
week 05
OVERVIEW
This session focuses on content strategy. Content strategy is about the planning for all
that content that internal clients and external clients like to leave until the very last
minute. What do you have currently, what can you cut out and what can you keep, how
will the content be created, who will create the content, who will edit the content, who will
approve the content, who will publish the content, how often will they publish the content,
and what are the rules of the content road? These turn the wheels of content strategy.
 Objectives Content
Content Strategy
Strategy

o LO3.Identity and Analyse the

requirement based on research
outcomes
• Objectives
1. Explain what is CONTENT
STRATEGY , differences
between Information Architecture
2. Who are responsible for content
strategy
3. Explain STEPS to create Content
Strategy
4. CREATE Content strategy for
medium scale of site/application
 Content Strategy o Content Strategy deals with the planning
aspects of managing content throughout
its lifecycle , and includes aligning content
to business goals, analysis, and modeling,
BUSINES and influences the development,
S GOALS production, measurement and setting of
content, and governance
GOVERN ANALYSI
ANCE S • Content
• The subjects or information covered in a site /
CONT application, substantive information or creative
material viewed in contrast to its actual or
ENT potential manner of presentation:
MEASUR STRA MODELIN
• Strategy
EMENT TEGY G
• A method or plan chosen to bring about a
desired future, such as achievement of a goal
or solution to a problem. Is a high level plan to
achieve one or more goals under conditions of
PRODUC DEVELOP uncertainty.
TION MENT
 Content Strategy
Definition

o “Content strategy plans for

the creation, publication, and
governance of useful, usable
content.”
– So content strategy is about
the planning for all that
content that clients internal
and external.
o All projects need a content
strategy and that need is
determined by :
• The time and The scope of
work
• The materials available.
 Content Strategy
o CONTENT-oriented Components
• Identify Goals and Substance: 
 focuses on what content is required to successfully
execute your core strategy. It includes characteristics
such as messaging architecture, intended audience(s),
and voice and tone.
• Determine Structure: 
 focuses on how content is prioritized, organized, and
accessed. Focuses on the content itself, including
mapping messages to content, content bridging, and
creating detailed page tables.
http://www.usability.gov/what-and-why/content-strategy.html
 Content Strategy

o PEOPLE-oriented Components
• Outline the Roles and Workflow: 
 focuses on how people manage and maintain content on
a daily basis, including the roles, tasks, and tools
required throughout the content lifecycle.
• Identify Policies and Standards: 
 focuses on the policies, standards, and guidelines that
apply to content and its lifecycle, as well as how an
organization will sustain and evolve its content strategy.
http://www.usability.gov/what-and-why/content-strategy.html
 Content Strategy

o Audit and Analysis:

• Content stakeholder interviews, competitive analysis,
objective analysis and evaluation of the content
environment (site, partner content, sister, parent
sites)
o Strategy:
• Determine topical ownership areas, taxonomy,
process/ workflow for content production, sourcing
plan, voice and brand definition
o Plan:
• Staffing recommendations, content management
system customization, metadata plan,
communications plan, migration plan
o Create:
• Writing content, asset production, governance
model, search engine optimization, quality assurance
o Maintain:

CONTENTLifeCycle
• Plan for periodic auditing, advise the client,
determine targets for success measures.
 Information o Information Architecture and
Architecture Content Strategy
& CS
• INFORMATION
ARCHITECTURE,
• INFORMATION is the navigation tools you
ARCHITECTURE provide your users to go
should also be thought through your site.
of as an enabler for • CONTENT
CONTENT STRATEGY,
STRATEGY. on the other hand, is the set of
It helps you tell your methods and guidelines for the
story. It gives you the development and curation of
content coupled with the
tools to lead the user strategy for the distribution of
through a certain path. that content across the web.
 When Do You need
Content Strategy?
– Content strategy needs to be right up front
with everyone else in the project.
• In the CONSULTING world :
during the RFP/Pitch phase to
ensure a proper allotment of
time and materials.
• In the INTERNAL project
world : when the bug needs to
be heard by the stakeholders as
soon as possible; content
strategy needs to be done.
Creating Meaningful Content
– REFLECT your organization goals
and user goals
– Understand how USER’S THINK
and speak about a subject
– COMMUNICATE to people in
way they understand
– Be USEFUL, Stay up to date and
remain FACTUAL
– Be ACCESSIBLE to all people
– Be CONSISTENCE, Be able to be
found
– Help define the REQUIREMENT
for the overall site.
 Who Does Content

YOU
Strategy?

o Content Strategyst on the UX So,

Design Project :
– Who has claimed ownership of
the content strategy
– Who done and responsible the
content strategy, my be
could be the
new content
project member
o How Long Does CS Last?

strategyst on
– There is a belief that “good UX
never ends” and the same can
be said for good content
strategy.
your project.
 Issues on CS
• Some notes for the project team
UX, which must be understood :
• Content strategy is NOT
information architecture.
» While information architects deal with
organizing, categorizing, labeling, and
prioritizing information, the content
structure, tone and voice, sources of
content, governance of the content.
• Content strategy is NOT
copywriting.
» Copywriters, well, they are the ones
who are writing the copy. In many
cases, they are sure to work out how
tone and voice and structure
Content strategists can and often do
practice information architecture, and
vice versa. Likewise, content strategists
can and often do practice copywriting,
and vice versa.
Some information architects do
copywriting, and vice versa, as well. In
some cases, you may have a single
person performing all three roles based
upon the structure of the project or
organization.
 Content-Strategy
Process
12
o Content Inventory
• The journey to great content
begins with an understanding
of the territory to be covered.
We begin a content strategy
project with a thorough
understanding of the current
situation. The goal is to
understand what content
exists (offline as well as
online).
• The content inventory
details
– How much content there is
– The format of the content
– Where it is stored and managed
– Who within the organization is
responsible for it
– How it gets published (workflow)
– This detailed, comprehensive,
quantitative analysis forms the
foundation for the steps that
follow.
 Content-Strategy
Process
12
o Content Audit • assessing how well the
• Once all the content content
– Meets the needs of your
has been located and business
– Reflects your brand positively
catalogued, we do a
– Facilitates user tasks
content audit. In this – Is current and accurate
step, we’re looking at – Is engaging and informative
– Gap Analysis
the content from a
qualitative
perspective.
 Tools of the Trade
1234
• The Artifacts A qualitative audit is a much more
» Documents generate during
thorough examination of the
“Content Strategy” phase call content. In addition to all that is in
these “deliverables” or the quantitative audit, additional
“client/project documentation,” information is added, such as a
• Quantitative Audit headline, a body description, a
» This is also called a content audit
main message, image details and
or page inventory. A quantitative sizes, video details and sizes, other
audit, is a fairly basic audit that is content types placed on the page,
easy enough to complete using notes, traffic information (content
any spreadsheet tool. usage)
• Qualitative Audit
» This is also called a content
audit, a page inventory, or a
content assessment.
 Tools of the Trade
1234
• Message Architecture
• ” A message architecture helps you
define these qualities in terms of
language that everyone on the team can
understand.
• Content Matrix
• A content matrix is pretty similar to the
quantitative audit. The biggest
difference is that the content matrix
also tracks production status, related
links, metadata, alternative text for
images and other page assets, content
source, content owner, whether or not
content is approved or what the status
is of the content, and the delivery
deadlines for the content.
• Margot suggests using card-
sorting exercises in a kick-
off meeting to define “Who
we are, who we are not, and
who we’d like to be” over
the course of three separate
steps:
– Categorizing adjectives to describe
their brand or product
– Filtering the adjectives while focusing
on how the brand or product should
be perceived through the work of
the project
– Prioritizing the goals by focusing
only on the “we’d like to be” column
 Tools of the Trade
1234
• Content Templates
• These are also called page templates or A basic content template
page tables. Content templates are not provides a page title,
wireframes, but they play very nice descriptions of the content that
with them by providing information on
the page and/or template level. will exist on the page, and
• Editorial Calendar samples of the content. You
• This can also be called a governance may also want to provide
plan. The editorial calendar is your headlines, character limits on
project plan for future content. copy, captions, and other copy
Editorial calendars hearken from the
newspaper and magazine industries but
apply nicely to content strategy,
because we are all publishers now, and
any content that can be planned,
should be planned
 Tools of the Trade
1234
• Content Flow
Richard Ingram provides an
• This is also called example online at
editorial workflow.
Content flow is a http://richardingram.co.uk/downloads/1
diagram that shows how 10318_pr_workflow_example.pdf.

content is created and

This may look familiar to you if
moves through editorial you know swimlane documents
and approval channels,
then goes live. You can
draw using UML standar,
tha is Activity Diagram.
o Reference
Russ Unger and Carolyn Chandler. (2012). A Project Guide to UX Design: for User Experience
Designers in the Field or in The Making, 2th Edition, New Riders City, Berkeley, CA,
ISBN: 978-0-321-81538-5
Jesmond Alen and James Chudley, (2012), Smashing UX Design : Foundations for Designing
Online User Experiences, John Wiley & Sons Ltd., West Sussex, PO19 8SQ.
http://www.lynda.com/Web-User-Experience-tutorials/Foundations-UX-Content-
Strategy/114880-2.html
http://www.louderactions.com/content-strategy.html
http://www.navigationarts.com/User-Experience/Content-Strategy
http://www.lofwebdesign.com/documents/pdf/content-strategy-e-book.pdf

TERIMA KASIH