There is a watershed moment approaching for personalization design. Most strategy is still driven out of marketing and IT departments, a holdover from the legacy of the inbound, “creepy” targeted ad. According to Colin Eagan, fixing that model requires the same paradigm shift we’ve used to tackle other challenges in our field. In this piece, he takes a detailed look at the UX practitioner’s emerging role in personalization design: from influencing technology selection, to data modeling, to page-level implementation. It’s now 2019, and the timing couldn’t be better.
Voice user interfaces, smart software agents, and AI-powered search are changing the way users—and computers—interact with content. Whether or not you’re building services for these emerging technologies, structured content is now necessary to ensure the accuracy and integrity of your content across the evolving digital landscape.
The FAQ has grown out of favor with some factions of late, but Caroline Roberts argues that the simple question and answer format can be just what you need. With a few modern tweaks and some thoughtful intent, kick your FAQs up a notch.
Putting the right information in the right place to best support user (and company) goals requires carefully targeted content and good information architecture (IA) … and definitely no FAQs! However attractive the FAQ “solution” might seem at times, using it makes information hard to find, access and maintain, and generally hinders task completion. Discussing the limitations of—and alternatives to—FAQs, Lisa Wright is on a mission to banish them forever, or at the very least make them more effective if you have to include them.
Making great content is the messy part of our design and development process that we often overlook and underestimate. Through an Emmy award-winning experience, Caroline Roberts shares helpful tools and tips to help you get the whole team on board, improve your process, and make the best content sausage you possibly can.
Managers beginning active searches for content specialists frequently have little understanding of what their companies need beyond a title, cautions Jennifer Bassett. Hiring managers at agencies, brands, and startups would do well to hire based on the type of work they want to focus on. And if they’re not sure what type of work that is, talking with a real live content strategist is an excellent place to start.
Times (and job titles, and platforms) have changed. Agile has the potential to liberate content strategists from obsolete ways of working, and developers and designers can help. Brendan Murray identifies four key areas—iteration, product, people, and communication—where designers and devs can find common ground with their content counterparts and usher them into to an agile world. The open and collaborative approach of modern agile development is a framework within which content work can refine itself, test, and learn.
When we talk about content, we mean all the content: words, pictures, videos, the whole shebang. And—surprise, surprise—that includes social media. Too often neglected or left to the mercy of Klout, social media accounts need the same care, strategic planning, and governance as the rest of your digital properties. Ida Aalen and Ida Jackson explain how content strategy is just the tool to dust off your accounts, regain control, and start producing better social media content today.
Because every site has unique needs, no two content management systems should ever be alike. When implementing and customizing a new CMS, writes Rory Douglas, give your users only as much freedom as they need—but not enough to mess things up. They’ll love you for it.
Content projects need a sense of direction: something to help you and your team provide the right content to the right people at the right time. Enter the content compass—centered on your strategy and supported by your messaging—to keep your content efforts on track. In this excerpt from Chapter 11 of The Content Strategy Toolkit, Meghan Casey explains her methodology for developing a core strategy statement and messaging framework.