Content Strategy For XD - Experience Design Strategy

Think what can be done when parts from different places come together to accomplish a big goal.

I have been thinking a lot about content strategy lately. It probably started when I began to notice different approaches that made it hard to coordinate the text that goes into an end-to-end experience. And hard to coordinate the brand, the images, and all the other content. So many people contribute and each of them uses different tools and processes.

To learn a little more about how to make a difference, I read the book Content Strategy for the Web by Kristina Halvorson. This is a good overview of content strategy and I recommend it. But, it only goes so far. Like the title says, it is content strategy for the web.

I heard a great quote recently. Samantha Starmer from REI said “Even if you think you are web only, you are multi-channel”. In a great presentation, she goes on to talk about how customers might look for information about a tent they are interested in buying. Some of the information might be on the web site, some might next to the product in the store, or in a catalog or an ad. Each of these different touches has a different need in terms of how much information to present. But, if they are not coordinated, the customer can get very confused. Check out the presentation from MX 2010.

It is probably somewhat different for a software development company rather than a retail company. The content includes information such as product field labels, error messages, help, training, and more. The best content management systems seem to focus on documentation or marketing or training. Is there an approach that includes all the content needed to drive the customer experience?

Some of the questions that probably need to be answered are:

- Who creates the words, images, videos and other content that appear in the experience?

- How does that content work in different touchpoints?

- In what way does the content support a cohesive experience?

- How can the content be produced and managed efficiently?

Is there one key owner or driver of the content?

I don’t claim to be an expert on this one. I am definitely going to learn more – if even to better collaborate with others in the process.

If I could, I would definitely attend the workshop Designing Intelligent Content for a Holistic Customer Experience. It is offered at the Intelligent Content conference.

I have added a couple more books to my wish list. The Content Management Bible by Bob Boiko and Information Development: Managing Your Documentation Projects, Portfolio, and People by Joann Hackos.

I am open to your suggestions. What are the best places to learn about end-to-end content strategy? Which companies are doing this best? Please share your recommendations and ideas.