A directory of resources inthe field of technical communication.

Content Strategy

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Achieving Design Focus: An Approach to Design Workshops

Stakeholders with business, design, and technology viewpoints can pull products in different design directions—sometimes without knowing how the design work fits into an overall strategy. This can leave stakeholders feeling lost and unhappy. Creating a focus around design goals and asking and answering the hard design questions as a team is an effective way of coalescing a team around one design direction. At the same time, it can create a more optimal and fun working environment.

Szuc, Daniel and Josephine Wong. UXmatters (2010). Articles>Collaboration>Content Strategy>User Experience


Avoid Long-Term Strategies

When it comes to information management or content management strategies, particularly at the enterprise level, there is a strong tendency (and desire) to create long-term plans. This briefing will explore some of the issues encountered when creating and executing long-term plans, and will argue for an approach that delivers benefits on a much more frequent basis.

Robertson, James. Step Two (2007). Articles>Content Management>Content Strategy


Avoiding the Content Silo Trap™, Enterprise Content Management  (link broken)   (PDF)

Organizations frequently fall into the content silo trap, multiple authors creating similar information, in many areas of the organization. Authors rarely share their information (they work in silos) or are even aware that this information already exists elsewhere in the organization. Technical communicators have been single sourcing for years, this session looks at how to move beyond technical publications to assist your organization with enterprise content management. This session includes a case study from Eli Lilly.

Rockley, Ann and Jodee Clore. STC Proceedings (2002). Design>Content Management>Content Strategy


Back-End Designs and the CMS Cycle of Disillusionment

Usually, the one thing missing from the planning of a WCM-driven web site is what's most likely to shoot the implementation in the foot: the functional design of the CMS back-end. The form and function of how the CMS will work, look and feel for the end-user of the system, not the visitor to the web site, is too often overlooked. This is odd: isn't the rationale for getting a CMS in the first place usually based on some kind of ROI in efficiency in actually producing the content and sites?

Bloem, Adriaan. CMSwatch (2009). Articles>Content Management>Information Design>Content Strategy


Better Content Management through Information Architecture

Content Management Systems promise so much: content is easier to publish, easier to update, and easier to find and use. Lots of promises, but do CMSs really deliver? Masood Nasser examines why Content Management Systems often fail and shows how Information Architecture can come to the rescue.

Nasser, Masood. Boxes and Arrows (2007). Articles>Content Management>Information Design>Content Strategy


Buzz Launch Wasn’t Flawed, Google’s Intentions Are

Last week Google exposed private aspects of Gmail accounts by default in its introduction of Buzz and then backtracked to offer what can only be described as user-hostile instructions to remedy it. It’s ludicrous to think that the Buzz fiasco was simply a result of under-testing. Indeed, it was not an implementation snafu at all, as often described. It was a reflection of the strategy with which Google has decided to capture the enormous territory left up for grabs by the decline of Microsoft.

Kontra. counternotions (2010). Articles>Social Networking>Content Strategy>Email


The CAA: A Wicked Good Design Technique

Discusses Category Agreement Analysis, a card-sorting technique to help create usable information architectures.

Spool, Jared M. User Interface Engineering (2003). Articles>Information Design>Content Strategy>Card Sorting


The Case for Content Strategy—Motown Style

If content strategy isn’t in the current budget, though, how do you convince your client to add money for it? Your client might already realize content strategy can help create measurable ROI. If they don’t, help them understand. After all, relevant and informative content is what their audience wants; content strategy assesses the content they have and creates a plan for what they need and how they’ll get it.

Bloomstein, Margot. List Apart, A (2009). Articles>Web Design>Content Management>Content Strategy


A Checklist for Content Work

There’s really only one central principle of good content: it should be appropriate for your business, for your users, and for its context. Appropriate in its method of delivery, in its style and structure, and above all in its substance. As Erin Kissane explains, content strategy is the practice of determining what each of those things means for your project—and how to get there from where you are now.

Kissane, Erin. List Apart, A (2011). Articles>Content Management>Content Strategy


CMS Wiki

CMS Wiki is a knowledge base for Content Management.

CMS Wiki. Resources>Content Management>Information Design>Content Strategy


Companies Struggling with Unstructured Content  (link broken)

Firms wrestling with unstructured data such as emails and spreadsheets don't see enterprise content management as the answer to their problems.

Milne, Janine. Computer Business Review (2008). Articles>Content Management>Content Strategy>Metadata


Content Curation versus Content Creation

Content curation is much easier than content creation, because you don’t have to strain for original thought. Just note something interesting, maybe make a few remarks, and voila, you’re satisfying your hungry audience’s need for information.

Johnson, Tom H. I'd Rather Be Writing (2010). Articles>Content Management>Content Strategy>Information Design


Content Lifecycle

The content lifecycle covers four general areas: the strategic analysis, the content collection, management of the content, and publication, which includes post-publication maintenance and a loop back to analysis for the next cycle. This lifecycle is present whether the content is controlled within a content management system or not, whether it gets translated or not, whether it gets deleted at the end of its life or revised and re-used.

Intentional Design (2010). Articles>Content Management>Content Strategy>Planning


Content Lifecycle: Closing the Loop in Content Strategy

The process of publishing content, particularly when it includes content destined for the web, continues to be a mysterious process for corporate stakeholders, and sometimes for those involved in the process of publishing.

Bailie, Rahel Anne. Johnny Holland (2010). Articles>Content Management>Content Strategy>Workflow


A Content Management Project Presents Unique Challenges

At a basic level, implementing a content management system (CMS) is like deploying any other large software package. Fundamental project management principles must be followed, along with best practice technical guidelines. Beyond this, however, a CMS project presents a number of unique challenges. These must be recognised and addressed for the project to be successful.

Robertson, James. Step Two (2003). Design>Content Management>Information Design>Content Strategy


Content Management: Web Publishing Needs Real Discipline

Too many organizations take an unprofessional approach to the content they publish on the Web. Many web managers still seem to believe that if they get the technology right the publishing will look after itself. Quality publishing requires skill and discipline. Unfortunately, discipline is something many web teams are lacking.

McGovern, Gerry. New Thinking (2003). Articles>Content Management>Content Strategy


Content Modelling: A Master Skill

The content model is one of the most important content strategy tools at your disposal. It allows you to represent content in a way that translates the intention, stakeholder needs, and functional requirements from the user experience design into something that can be built by developers implementing a CMS. A good content model helps ensure that your content vision will become a reality. Lovinger explains how to craft a strong content model and use it to foster communication and align efforts between the UX design, editorial, and technical team members on your project.

Lovinger, Rachel. List Apart, A (2012). Articles>Content Management>Content Strategy


The Content Strategist as Digital Curator

As the digital landscape becomes increasingly complex, and as businesses become ever more comfortable using the web to bring their product and audience closer, the techniques and principles of museum curatorship can inform how we create online experiences—particularly when we approach content.

Scime, Erin. List Apart, A (2009). Articles>Content Management>Content Strategy


The Content Strategist Elevator Pitch

It’s great to have a little 90-second elevator pitch ready to go for those times when you’re invited to talk about what you do (or even when you’re not). It’s also handy to have a version of this speech at the ready when someone outside of your industry, like a family member, asks what you do for a living.

Words Are Delicious (2009). Articles>Content Management>Content Strategy


Content Strategy

What is content strategy? Good question! We're working here to provide a basic definition of the field of interactive content strategy, its body of knowledge, and its practitioners.

Macintyre, Jeffrey. Google. Resources>Content Management>Content Strategy


Review: Content Strategy 101

We've all visited poorly organized websites that make finding what we need a chore. But have you ever thought your library of documents could use the same kind of organizational help? This is where having a content strategy can make a world of difference. Authors Sarah O'Keefe and Alan Pringle of Scriptorium Publishing brought their research and experience together so that the meaning of "content strategy" can be understood by those who need it most.

Heileman, Jani . Carolina Communique (2013). Articles>Reviews>Content Strategy>Technical Writing


Content Strategy and Change Resistance

In our experience, making the case for content strategy is actually much easier with executives than with content creators.

O'Keefe, Sarah. Scriptorium (2013). Articles>Content Management>Content Strategy>Collaboration


Content Strategy and UX: A Modern Love Story

Content strategy has been around for a long time. Large corporations such as Disney, Wells Fargo, and Mayo Clinic have had functional content strategy teams for years. The mega-agency Razorfish has had dedicated content strategists on staff since 1998. But it's really only been in the last two years that the larger UX community has started paying closer attention to content strategy. Why the gold rush? The answer is pretty simple: it's inherently impossible to design a great user experience for bad content. If you're passionate about creating better user experiences, you can't help but care about delivering useful, usable, engaging content.

Halvorson, Kristina. UX Magazine (2011). Articles>User Experience>Content Strategy>Usability


Content Strategy and Web Writing

Boy, it must be getting harder and harder to be a web writer. I’m reading Content Strategy for the Web, and the web writer job description is intimidating! The quote that stuck with me talks about the Web Writers Real Job: problem solvers who write well.

Gentle, Anne. Just Write Click (2009). Articles>Web Design>Writing>Content Strategy



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