Links on Content Strategy

Opinion- There Is No Mobile Internet

It’s time to stop thinking about the Internet and online communication in the context of a device, be it desktop, tablet or mobile. Advances by Google and Apple have heightened consumer expectations, which now require stricter focus from us to create seamless online communications — communications that work everywhere and that get their point across. We need to embrace a device-agnostic approach to communicating with connected consumers and forget the idea of a “mobile Internet”. There is only One Web to experience.

There Is No Mobile Internet

Breaking Up Large Documents for the Web

Most people come to the web for information, not for a complete document. They don’t want the user manual; they want instructions for the task they are doing. They don’t want the handbook; they want the answer to specific questions. They want usable, manageable pieces. To present content on the web in the amount that most people want:

  • Think “topic,” not “book”
  • Break large documents into topics and subtopics

Breaking Up Large Documents for the Web – Part 1, Part 2, Part 3

In Defense of Lorem Ipsum

If you’re running a project where you mock up designs, get them approved, code them up, build a CMS, hook it all together, and then everyone looks around and says “Who’s got the content? Wait, this content doesn’t match the designs and it won’t fit in the CMS!” then you have a problem. A big problem.

Lorem Ipsum is not the cause of your problem. It’s a symptom. The real problem is an overall process that treats design and content as separate tracks without appropriate communication, collaboration, and checkpoints along the way.

In Defense of Lorem Ipsum

STC Content Strategy SIG

This site is the home of the Content Strategy SIG (Special Interest Group) of the Society for Technical Communication.

Content strategy is an emerging field of practice dealing with the planning aspects of managing content throughout its lifecycle. Strategy includes alignment to business goals, analysis, and modeling, and influences the development, production, presentation, evaluation, measurement, and sunsetting of content, including governance.

STC Content Strategy SIG

Scatter/Gather- a Razorfish blog on content strategy

Scatter/Gather is a blog about the intersection of content strategy, pop culture and human behavior. Contributors are all practicing Content Strategists at the offices of Razorfish, an international digital design agency.

Scatter/Gather

Content Analysis: A Practical Approach

The article walks you through a content analysis—and offer tips and tricks along the way that will help make your next content analysis more effective.

Content analysis is an essential part of many UX design projects that involve existing content. Examples of such projects include migrating a Web site to a new platform or design, merging multiple Web sites into one, or assessing Web content for reuse in a new channel.

You cannot take proper care of your content without looking at it closely. You must become familiar with your content to judge whether it’s effective, understand how it relates to other content, make decisions about how to use or format it, identify opportunities for improving it, and more.

Content analysis, though time consuming, is fruitful, because your efforts provide the following benefits:

  • Content analysis results in a clear, tangible description of your content—which clients and stakeholders can perceive as nebulous—whether expressed in text or visually
  • Content analysis provides the foundation for comparing existing content with either user needs or competitor content, letting you identify potential gaps and opportunities
  • Content analysis offers insights that help you make decisions about your content more easily—for example, what to prioritize
  • Content analysis can reveal themes, relationships, and more

Content Analysis: A Practical Approach

Using content to grow customer relationships

In summary, view content less as a means of transacting relationships and more as an opportunity to make them flourish. With that perspective, you will be more likely to take the time to craft content that cultivates deeper relationships with your customers—and that can transform them into your advocates.

Using Content to Grow Customer Relationships