So Many Elements, So Little Time

Who would have thought a few weeks ago that I’d have any idea about content strategy? On top of that, I had absolutely no clue how many facets there were to it. This blog will concentrate on some of the people behind the scenes of content strategy and their individual roles in making it all happen.

So much of what we do is group work and it can be challenging at times. The folks I’ve listed below all need to collaborate and work well together but unlike some other industries, they have incredibly small amounts of time to produce and execute their work.

  • User Experience
  • Design
  • Information Architecture
  • Copywriting
  • Search Engine Optimization
  • Marketing
  • Business stakeholders

User Experience

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This work is so freaking cool. Mostly it’s research to figure out people’s behaviors and motivation. User-Centered Design is what drives this research. It ranges from basic interviews and surveys to first click testing and prototypes. This type work can be very impactful on design and content based on the results.

Design

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The design for your project is incredibly important and giving the designer a clear understanding of what the vision is for the project is the key. The designer needs to know the who/why/what/when/how in order to produce that integral piece of the puzzle.

Information Architecture

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Information Architecture provides the backbone to the project. It gives the project structure and form that no other piece can do but of course they all need to intersect to truly come to life. Seems to me that IA needs to use the user experience data to create a highly functioning product.

Copywriting

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So it’s probably horrible to admit that I didn’t even know exactly what a copywriter did until earlier today? Well, there, I admitted it. So the learning outcomes for this blog is now I know, woo hoo! Copywriting is the execution of ideas; content strategy is their organization and measurement. Seems like these jobs can blend together at times but also need to be separate to have great success.

Search Engine Optimization

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So I didn’t have time to read everything out there on SEO and I’m getting the feeling like there could be a whole college degree created around the topic.  SEO is all about hits and visibility.  How many people can you get to your product.  It’s just like in the old days when companies would try tricks like AAAAAA Moving Company just so they would be the first listing in the ole phone book.

Marketing

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The marketing piece to the puzzle is there to support the content and to push it out there for all to see.  Content is always most important but if it’s not marketed well, you’re sunk!

Overall, each area needs a strong team or at least one person’s focus to be successful.  I can’t see where you can cut out any of these areas at all.  What kills me is how I didn’t know anything about all these huge fields that are out there until I started this class.

 

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