Content, content, content. It’s an obvious part of any interactive experience. In fact, you’ve probably heard content is king, or queen, or some sort of royalty. Yet, content is elusive. Often, you don’t realize your content isn’t cutting it until it’s too late. Does any of this sound familiar?
The Real Solution
No SEO trick and no technology product alone will solve the content problem for you. The real solution to the content problem is hard work that demands change in your (or your company’s) approach to planning, designing and developing interactive experiences. That’s what gets results. There’s no shortcut. And indeed, the path to content that counts is a hard road. But it cannot be the excuse for compromising the quality of experience we provide to our users.
Content strategy is planning for every aspect of content to get results. That goes far beyond writing the copy. When getting strategic about content, focus on three key areas: analysis, editorial and architecture. While explaining content strategy in detail literally requires a book (or two or three), I’d like to share with you a concise introduction to each area in this article.