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Overlappings
&

Underpinnings
Content
Strategy
and
Information
Architecture



         Delivered
on
February
10th,
2011
to
the
Michigan
Usability
Professionals
Association
So
who
is
this
guy?
Chris Moritz
                                Digital Content Strategy Manager, Campbell Ewald

                                13 years working on this crazy Web thing

                                Worked on Navy, Alltel, Michelin, ACDelco, Chevrolet,
                                Kaiser Permanente, U.S. Postal Service, U.S. Mint,
                                General Motors, Carrier, OnStar, McKesson

                                Instituted Web Standards while in CE Engineering

                                Created and led the Information Architecture group

                                Created and led the Content Strategy group

                                Speaker at Internet User Experience conference

                                Speaker at the Content Strategy Consortium during the
                                2009 IA Summit


       @chrismoritz           “Chris helped shape the Campbell-Ewald Experience Planning
                              Group into a solid team and was instrumental in helping me develop
facebook.com/chrismoritz
                              a user-centric process (patent-pending) that is the best in the
linkedin.com/in/chrismoritz   industry. Chris is extremely knowledgable on a plethora of subjects.
                              His command of English will no doubt result in a fascinating novel or
                              textbook someday.” — Dave Linabury, @davezilla
Acknowledgements

           A tip of the hat to the following, whose thinking was invaluable
           when putting together this talk:
           Kristina Halvorson, Karen McGrane, Erin Scime, Meghan Case, Erin Kissane,
           Ahava Leibtag, Nick Finck, Lisa Reichelt, Elizabeth McGuane, and Dan Brown.




              note: this slide was not presented at the live MiUPA event
Image credit: http://www.flickr.com/photos/10ch/5340350175/sizes/l/
Image credit: http://www.storenvy.com/
It’s not that Information Architects
and Content Strategists can’t create
each other’s deliverables
It’s not that Information Architects
and Content Strategists can’t create
each other’s deliverables
It’s what each spends the bulk of
their time working on
Few
thoughts
from

around
the
Interwebs
“
Content
strategy
plans
for
the

creation,
publication,
and

governance
of
useful,
usable
content.



                           ”
                          –
Kristina
Halvorson
“
Content
strategy
plans
for
the

creation,
publication,
and

governance
of
useful,
usable
content.



                                  ”
                                 –
Kristina
Halvorson




“
“No
amount
of
research,
information

architecture,
interaction
design,
or
usability

testing
can
create
a
great
user
experience

if
the
content
isn’t
useful
and
usable…”
                                    –
Jonahtan
Kahn
“
content
strategy
is
to
copywriting
as

information
architecture
is
to
design
                            –
Rachel
Lovinger




                             ”
“
content
strategy
is
to
copywriting
as

information
architecture
is
to
design
                              –
Rachel
Lovinger




“                             ”
“If
[Information
Architecture]
is
the

spatial
side
of
information,
I
see

content
strategy
as
the
temporal

side
of
the
same
coin.”
                              –
Lou
Rosenfeld
So
what
goes
into

“content
strategy”?
Create

                         Review

                         Approve



Hat tip: Brain Traffic
Audit         Structure   Publish

           Analyze       Create      Update

           Strategize    Review      Archive

           Categorize    Approve



Hat tip: Brain Traffic
What
Hat tip: Brain Traffic
What
                           Why
                           How
                         For
whom
                         By
whom
                         With
what
                          When
                          Where
                         How
oHen
                         What
next
Hat tip: Brain Traffic
Let’s
go
through
the

arguments…
They’re

                                                                          the
same


Image credit: http://www.flickr.com/photos/paloetic/5021765804/sizes/o/
They’re

completely

different     Image credit: http://www.flickr.com/photos/wandering_angel/1319316642/sizes/l/
They’re
partners




                   Image credit: http://www.flickr.com/photos/gingher/2609582370/sizes/l/
They’re
competitors




                 Image credit: http://www.flickr.com/photos/mrtopf/16245629/sizes/l/
They’re

                                                                         redundant
Image credit: http://www.flickr.com/photos/willpate/297848002/sizes/l/
The
single,
indisputable,

                                                                   irrevocable,
definitive

                                                                   sequence
of
who
does

                                                                   what
when,
for
how

                                                                   long,
and
to
what
end
Image credit: http://www.flickr.com/photos/robotson/272408633/sizes/l/
Image credit: http://www.flickr.com/photos/willpate/297848002/sizes/l/
Ok… here’s one idea

               User                             Content
  Search    Experience                          Strategy
 Insights
                                                  Pillars
              Personas
                                                 definition

Consumer
 Insights
             Scenarios &                                           Content
                                                Gap Analysis
               Tasks                                              Inventory
  Social
  Media
 Insights
                                                 Content
              Site Map
                                                 Planning


                                                                Editorial
                                                                Strategy
                                                                                Content
             Wireframes
                                                                               Marketing
                                                Creative       Digital Style
                            Visual                                Guide
                           Creative



              Digital                                           Editorial
                                      Content
              Build                                             Calendar
What’s
the
same?
Not optional
Not optional
Concerned with structure, meaning,
organization, best practices
Not optional
Concerned with structure, meaning,
organization, best practices
Focused (mostly) on the user
Not optional
Concerned with structure, meaning,
organization, best practices
Focused (mostly) on the user
Dip into creatives “territory”
What’s
different?
multiple dynamic
multiple pages                      pages                              multiple pages



                      x                              x                                  x




                                                  multiple
          multiple files
                                              cross-linked files



                           x                                       x
multiple dynamic
multiple pages                                                         multiple pages
                                    pages



                      x                              x                                  x




                                                  multiple
          multiple files
                                              cross-linked files



                           x                                       x
multiple dynamic
multiple pages                                                         multiple pages
                                    pages



                      x                              x                                  x




                                                  multiple
          multiple files
                                              cross-linked files



                           x                                       x




                 IA
multiple dynamic
multiple pages                                                         multiple pages
                                    pages



                      x                              x                                  x




                                                  multiple
          multiple files
                                              cross-linked files



                           x                                       x




                 IA                                                                         CS
Think
about
it
this
way…
IAs
define

                               structure




Image credit: http://www.flickr.com/photos/estherase/576775607/sizes/l/
CSs
define

  mass




Image credit: http://www.flickr.com/photos/telstar/757650042/sizes/l/
Creatives
define

surface        Image credit: http://www.flickr.com/photos/58842866@N08/5388132989/sizes/l/
Image credit: http://www.flickr.com/photos/eldave/2083760539/sizes/l/




Let’s
just
go

kick
some
ass
Want to know even more?

This is some of the best thinking (imho) on the topic on the
intersection of content strategy and information architecture:

Complete Beginner’s Guide to Content Strategy

Delineating Information Architecture and Content Strategy

Content Strategy and Information Architecture - Can't We All Just Get Along?

A Content Strategist and Information Architect Can Be Friends

Fear, loathing and content strategy

How content strategy fits into the user experience

Letter to a Content Strategist

Content Strategy, IA, UX or SEO: What’s My Problem?
thx!

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Overlappings and Underpinnings - Content Strategy and Information Architecture

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