Overlappings and Underpinnings - Content Strategy and Information Architecture
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The document discusses the relationship between content strategy and information architecture. It begins with an introduction of the speaker, Chris Moritz, and his experience in these fields. It then explores the definitions and key responsibilities of each, noting that while they can create each other's deliverables, each spends most of their time on different focus areas. Specifically, information architecture is concerned with structure, meaning and organization, while content strategy focuses more on the creation, publication and governance of content. The document argues that while they are partners that work together, they each have distinct roles to play and areas of focus.
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Overlappings and Underpinnings - Content Strategy and Information Architecture
- 1. Overlappings & Underpinnings Content Strategy and Information Architecture Delivered on February 10th, 2011 to the Michigan Usability Professionals Association
- 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. 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/
- 7. It’s not that Information Architects and Content Strategists can’t create each other’s deliverables
- 8. 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
- 11. “ Content strategy plans for the creation, publication, and governance of useful, usable content. ” – Kristina Halvorson
- 12. “ 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
- 14. “ content strategy is to copywriting as information architecture is to design – Rachel Lovinger ”
- 15. “ 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
- 17. Create Review Approve Hat tip: Brain Traffic
- 18. Audit Structure Publish Analyze Create Update Strategize Review Archive Categorize Approve Hat tip: Brain Traffic
- 19. What Hat tip: Brain Traffic
- 20. What Why How For whom By whom With what When Where How oHen What next Hat tip: Brain Traffic
- 22. They’re the same Image credit: http://www.flickr.com/photos/paloetic/5021765804/sizes/o/
- 23. They’re completely different Image credit: http://www.flickr.com/photos/wandering_angel/1319316642/sizes/l/
- 24. They’re partners Image credit: http://www.flickr.com/photos/gingher/2609582370/sizes/l/
- 25. They’re competitors Image credit: http://www.flickr.com/photos/mrtopf/16245629/sizes/l/
- 26. They’re redundant Image credit: http://www.flickr.com/photos/willpate/297848002/sizes/l/
- 27. 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/
- 29. 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
- 30. What’s the same?
- 32. Not optional
- 33. Not optional Concerned with structure, meaning, organization, best practices
- 34. Not optional Concerned with structure, meaning, organization, best practices Focused (mostly) on the user
- 35. Not optional Concerned with structure, meaning, organization, best practices Focused (mostly) on the user Dip into creatives “territory”
- 37. multiple dynamic multiple pages pages multiple pages x x x multiple multiple files cross-linked files x x
- 38. multiple dynamic multiple pages multiple pages pages x x x multiple multiple files cross-linked files x x
- 39. multiple dynamic multiple pages multiple pages pages x x x multiple multiple files cross-linked files x x IA
- 40. multiple dynamic multiple pages multiple pages pages x x x multiple multiple files cross-linked files x x IA CS
- 42. IAs define structure Image credit: http://www.flickr.com/photos/estherase/576775607/sizes/l/
- 43. CSs define mass Image credit: http://www.flickr.com/photos/telstar/757650042/sizes/l/
- 44. Creatives define surface Image credit: http://www.flickr.com/photos/58842866@N08/5388132989/sizes/l/
- 45. Image credit: http://www.flickr.com/photos/eldave/2083760539/sizes/l/ Let’s just go kick some ass
- 46. 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?
- 47. thx!
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