Implement content strategy for results

The success of a website, a web app, a mobile app, or any other platform relies on one thing: content. The word “content” is an ambiguous term—its definition is “anything that conveys information.” Content isn’t just text. Its graphics, images, illustrations, logos, buttons, audio, video, and icons. When a website is broken down piece by piece, all you’ve got is content. Content isn’t optional—it’s critical.

Programmers and developers don’t create content just for websites anymore. Now we have one huge dynamic mobile and interactive digital platform to work with. Content is the only thing the web has in common anymore. It’s our job as developers to utilize this.

Consider the different channels

Everyone involved in the creation of digital content needs to consider the different channels that will distribute it. The landscape for digital content is constantly changing. Although meeting the needs of your users is important, if you want your website or your app to become a success, you have to try to meet your site’s objectives as well. Whether you need to sell 1,000 plastic knife sets or get 100 names and addresses for a petition, your content must meet your website’s objectives and goals. If you don’t do it creatively and strategically, your content will drown, sink, and get lost in the internet’s vast ocean of information.

Find your creative strategy

Your design goals need to be directly aligned with each of department of your organization. It’s important for web designers to play an active role in the content process—it gives them context. Content strategy can help clarify your goals and provide direction and structure.

Content strategy is a huge part of business and marketing strategy in large organizations. However, in smaller companies, content strategy is a shared task among those involved in the delivery. No matter what, it’s crucial to think strategically and creatively when content is involved.

How to make your content great

If you want your content to be great, you need to do one thing—make it “findable.” If your content isn’t “findable,” your content can’t do its job. Making content findable isn’t the responsibility of a copywriter. Although copywriting is important, it shouldn’t be mistaken for content strategy. The best text in the world can’t improve poor technology, an inconsistent UI, an unattractive design, or garnish iconography. Copywriting can get your brand’s message across…but that’s about it. Help users find your content.

The whole is greater than the sum of its parts

Content strategy is about visualizing your website as a whole. Content strategy needs to be:

• Solid and consistent, but have an easily malleable architecture
• Attractive and inviting with an on-brand design
• Informative and engaging with an on-message text
• Fluent with a considerable and accommodating UX
• Memorable and straightforward

Understand your audience

The distribution, creation, and management of content involves the entire team at various stages. For your content’s strategy to be successful you should involve managers from other departments too—not just those involved in the content’s creation.

You are more able to serve your users if you understand them. In order for your content to do its job, you need to learn about your users. You need to think and plan. It’s critical that content strategy is involved in all aspects of the design and developmental processes.

Understanding the content life cycle

The content life cycle is a continuing process that follows these 10 steps:
1). Learn
2). Analyse
3). Report
4). Think
5). Plan
6). Design/Create
7). Distribute
8). Manage
9). Measure
10). Evaluate

Each element is interconnected with each other. If you follow these steps, you can ensure every aspect of content strategy is considered. With good design, great structure, and specific content you can guarantee great results.

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