Dan and Jeffrey talk in-depth about content strategy on the web with Kristina Halvorson, CEO, Brain Traffic and author, Content Strategy for the Web (New Riders, 2010), and Erin Kissane, content strategist with Happy Cog, and author of Incisive.nu.
Tagged with “ux” (2)
Karen: I will say that right about that time, 2005ish, was when I feel like I had a real epiphany about content strategy. Some of it came from my work with publishers, and the Times, and some work I was doing with other major magazine brands. Some of it came from things that I was seeing internally at Razorfish as I was overseeing the user experience practice.
And even though Razorfish had had content strategists going back to 1998, information architecture was very strong there. It’s like I remember somebody coming to me once and saying, “Karen, you know what the problem with this company is? It’s that information architecture is the answer to everyone’s problems.”
All these pieces started falling into place to me where I was like, “You know what? Content strategy is the answer to everybody’s problems.” Or, “We need to build up this practice because they are solving problems in a different way than information architects will. Very complimentary, but we need to have that balance.”
I think one of the things that I have learned from working with major publishers is that the content management system, the underlying technology that supports content management, as well as the overall content workflow and editorial process, are crucial to the success of the site. It’s like, “You will never be able to deliver the experience you want to deliver on the front end if you don’t have a good experience on the back end.”
I would say that back in 2005 it didn’t even occur to me that my role should be to go into these publishers or go into these corporation and tell them that they have to fix their CMS and tell them that they had to fix their editorial workflow.
But having been through a few projects like that, all of a sudden I got religion and was like, “You know what? I’m not even as interested with the problems on the front end anymore. There are a lot of people who can solve those problems.” But on the back end, how you figure out what the workflow is, what the governance model is, how the tools need to evolve so that they’re more user centered around the content creator. That’s really interesting to me.