UX Mag wrote a great article explaining how content strategy and UX work together.
Content Strategy and UX: A Modern Love Story
The defining line between content strategy and information architecture is often blurred. It can get even blurrier when you add interaction design into the mix since good interaction designers are expected to have some level of IA skill in their repertoire in order to deliver solid, usable solutions.
A professional Content Strategist goes beyond information architecture and takes it to the next level. They are educated in copywriting, editing and are able to plan for the creation, delivery and governance of the information that’s being shared on a broader scale – such as in a large content-heavy intranet.
They also don’t necessarily have to sit on the UX team, but would probably work better within the organization where the content is actually being created. Better so, they can work closely with – and be an advocate for – the UX team.
So, basically it breaks down like this:
- Information architecture focuses on how content is organized, prioritized and accessed – as well as what information is needed to implement the core strategy of a solution
- Content strategy focuses on planning, workflows and long-term strategies for the standards, governance and maintenance of content.
- Interaction designers use elements of content strategy and information architecture to organize the content and make information easy to find and websites and apps easy to use.
Content strategy has been around for ages. It’s nothing new, but companies such as IBM and RazorFish are putting it in the spotlight more lately. There are some good infographics included to help illustrate how content strategy fits into the bigger picture.
My favorite quotes are:
“it’s inherently impossible to design a great user experience for bad content”
“Both must consider things such as current state content, taxonomies, content models, cross-platform requirements, and so on. But an IA is rarely responsible for editorial, workflow, or governance components of content planning and development. For UX teams, these are the areas that, when overlooked, tend to blow up project timelines and compromise content quality.”
“Beautiful designs are constantly obliterated by bad content… It’s a long-term commitment to better content, a practice that beautifully complements the art and science of UX strategy.”