UIEtips: The Discipline of Content Strategy

Jared Spool

August 3rd, 2011

Content is the substance that draws and keeps the users at the site. It’s what sells our products, describes our services, and provides our support. And it’s what teams struggle with the most.

When you break it down, the elements behind content strategy, such as information architecture, copywriting, search engine optimization, and content management, are not new. But they’ve never been combined into a strategy before, where teams can plan and execute the necessary activities to keeping great content up-to-date and working for the user.

Over a year ago we featured our first virtual seminar on content strategy with Kristina Halvorson. Since then, a lot has happened in the field, including an entire conference, Confab, dedicated to content strategy. It was run by Kristina’s company, Brain Traffic. UIE lent a hand producing the conference.

We thought it was time to reprint an article that Kristina wrote from UIE’s vast article library. It’s a fabulous introduction to what content strategy is and how you can start to make it work for you. I know you’ll enjoy it.

Read the article, The Discipline of Content Strategy.

We’re thrilled to bring you another UIE Virtual Seminar that touches the content strategy field.Margot Bloomstein will present Combining Curation with Your Content Strategy, Thursday, August 11.
If you struggle with how to tackle your organization’s web content, this webinar is for you. Explore the webinar.

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