Content strategy is this: content strategy plans for the creation, delivery, and governance of useful, usable content.
Posts Tagged ‘contentStrategy’
Manicuring the right rag — the vertical line of words on ranged-left text. Maximising the space available, but ensuring there are no line breaks or orphaned words that disrupt the flow of reading.
- VIOLATION 1. NEVER BREAK A LINE IMMEDIATELY FOLLOWING A PREPOSITION
- VIOLATION 2. NEVER BREAK A LINE IMMEDIATELY FOLLOWING A DASH
- VIOLATION 3. NO SMALL WORDS AT THE END OF A LINE
- VIOLATION 4. HYPHENATION
- VIOLATION 5. DON’T BREAK EMPHASISED PHRASES OF THREE OR FEWER WORDS
Mark Boulton: Run Ragged
… from participants in a user experience study about airline websites;
Give honest and open information, especially with prices
Important information, like alerts, should be clearly visible
Ensure content is relevant to most users; don’t crowd the page
Prioritise the page; common elements should be high on the page
Usabilla Report: The UX of 18 leading travel websites
- Business strategy: value proposition/experience strategy, product description, target audience, business model
- Customer experience strategy: experience map & touchpoints, personas, design principles, KPIs & metrics
- Tactical execution: prioritization, strategy led design, design evaluation, methodology
Leisa Reichelt at UXLX11 – summarised here
“[A bunch of] tactics, when combined, do not make up a strategy.”
“Content strategy is the practice of planing for the creation, delivery, and governance of useful, usable [online] content.”
- Creation: What contnt will be created and why? How will that content be structured and found? Where will the content come from? Who will be in charge of creating it?
- Delivery: How will content get online? Who will review it, edit it, approve it, load it? What goes into phase one, phase two, and so on? How and where will you deliver content to users? Which tools and data will ensure your users will find it?
- Governance: Who cares for he content after it goes live? What’s the plan for adding, updating, and archiving content? What are the policies, standards, and guidelines by which content will be evaluated?
Halvarson (2010), p.32