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Overlappings and Underpinnings - Content Strategy and Information Architecture

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Overlappings and Underpinnings - Content Strategy and Information Architecture

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Are content strategy and information architecture (IA) the same thing? Utterly different? Should practitioners see each other as partners, or rivals? In this talk, presented to the Michigan Usability Professionals Association, Chris Moritz (Digital Content Strategy Manager at Campbell Ewald) runs through the arguments and sets out one idea for bringing the two together.

Are content strategy and information architecture (IA) the same thing? Utterly different? Should practitioners see each other as partners, or rivals? In this talk, presented to the Michigan Usability Professionals Association, Chris Moritz (Digital Content Strategy Manager at Campbell Ewald) runs through the arguments and sets out one idea for bringing the two together.

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Overlappings and Underpinnings - Content Strategy and Information Architecture

  1. 1. Overlappings
&
 Underpinnings Content
Strategy
and
Information
Architecture Delivered
on
February
10th,
2011
to
the
Michigan
Usability
Professionals
Association
  2. 2. So
who
is
this
guy?
  3. 3. 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
  4. 4. 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/
  5. 5. Image credit: http://www.storenvy.com/
  6. 6. It’s not that Information Architects and Content Strategists can’t create each other’s deliverables
  7. 7. 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
  8. 8. Few
thoughts
from
 around
the
Interwebs
  9. 9. “ Content
strategy
plans
for
the
 creation,
publication,
and
 governance
of
useful,
usable
content. ” –
Kristina
Halvorson
  10. 10. “ 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
  11. 11. “ content
strategy
is
to
copywriting
as
 information
architecture
is
to
design –
Rachel
Lovinger ”
  12. 12. “ 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
  13. 13. So
what
goes
into
 “content
strategy”?
  14. 14. Create Review Approve Hat tip: Brain Traffic
  15. 15. Audit Structure Publish Analyze Create Update Strategize Review Archive Categorize Approve Hat tip: Brain Traffic
  16. 16. What Hat tip: Brain Traffic
  17. 17. What Why How For
whom By
whom With
what When Where How
oHen What
next Hat tip: Brain Traffic
  18. 18. Let’s
go
through
the
 arguments…
  19. 19. They’re
 the
same Image credit: http://www.flickr.com/photos/paloetic/5021765804/sizes/o/
  20. 20. They’re
 completely
 different Image credit: http://www.flickr.com/photos/wandering_angel/1319316642/sizes/l/
  21. 21. They’re
partners Image credit: http://www.flickr.com/photos/gingher/2609582370/sizes/l/
  22. 22. They’re
competitors Image credit: http://www.flickr.com/photos/mrtopf/16245629/sizes/l/
  23. 23. They’re
 redundant Image credit: http://www.flickr.com/photos/willpate/297848002/sizes/l/
  24. 24. 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/
  25. 25. Image credit: http://www.flickr.com/photos/willpate/297848002/sizes/l/
  26. 26. 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
  27. 27. What’s
the
same?
  28. 28. Not optional
  29. 29. Not optional Concerned with structure, meaning, organization, best practices
  30. 30. Not optional Concerned with structure, meaning, organization, best practices Focused (mostly) on the user
  31. 31. Not optional Concerned with structure, meaning, organization, best practices Focused (mostly) on the user Dip into creatives “territory”
  32. 32. What’s
different?
  33. 33. multiple dynamic multiple pages pages multiple pages x x x multiple multiple files cross-linked files x x
  34. 34. multiple dynamic multiple pages multiple pages pages x x x multiple multiple files cross-linked files x x
  35. 35. multiple dynamic multiple pages multiple pages pages x x x multiple multiple files cross-linked files x x IA
  36. 36. multiple dynamic multiple pages multiple pages pages x x x multiple multiple files cross-linked files x x IA CS
  37. 37. Think
about
it
this
way…
  38. 38. IAs
define
 structure Image credit: http://www.flickr.com/photos/estherase/576775607/sizes/l/
  39. 39. CSs
define
 mass Image credit: http://www.flickr.com/photos/telstar/757650042/sizes/l/
  40. 40. Creatives
define
 surface Image credit: http://www.flickr.com/photos/58842866@N08/5388132989/sizes/l/
  41. 41. Image credit: http://www.flickr.com/photos/eldave/2083760539/sizes/l/ Let’s
just
go
 kick
some
ass
  42. 42. 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?
  43. 43. thx!

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