Content strategy (CS) is design.
That’s what UX designer, Dan Brown, says in his blog post Letter to a Content Strategist.
His motivation for doing so is…
I’m frustrated with the characterization of content strategy as “good writing” or “operational issues.” They are unnecessarily limiting, even if taken in the context of the web. I know there’s a design component here, a newly emergent set of challenges that comes with preparing information to be delivered online.
He goes on to outline CS as structures and design; it’s very techie and very architectural. For non-programmer folk, the closest analogue is creating a book.
To whit, CS also needs…
- metadata, which describes what content is about
- user journey, which describes how users navigate through content to their destination (e.g. sign up page, call to action page etc).
If you’re developing a content strategy for websites, blogs or anything, read his post.
Letter to a Content Strategist
Credits: Featured image from kylesteed