UX Foundations: Content Strategy

Course details

What sets good content apart from the rest? A solid content strategy is key to delivering a compelling user experience, whether it's a small business website or an app with global reach. This course takes you through the process of analyzing and reshaping your content—not only text but also video, imagery, social interactions, and the metadata that underlies it all—so that it accurately communicates your brand and message and keeps your users coming back.

Learn the four elements of constructing meaningful content, from identifying your audience and structuring and wireframing content to developing content guidelines and measuring the success of your efforts. Author Morten Rand-Hendriksen also shows you how to develop persona spectrums to better understand your users and evaluate the needs of important stakeholders and influencers.

Learning objectives
What is content?
The components of content strategy
Identifying stakeholders and audience
Developing user persona spectrums
Auditing your content
Building guides, templates, and workflows
Creating the content
Measuring success

Concepts

0. Introduction

01 - A guide to content strategy

1. Content Strategy - An Introduction

02 - What is content strategy
03 - What is content
04 - The problem we are trying to solve
05 - Core resource - An example project

2. The Content Strategy Process

06 - The components of content strategy
07 - A holistic approach to content strategy
08 - Key driving questions

3. Users, Motivations, and Goals

09 - Content strategy for the people
10 - Identify and understand stakeholders
11 - Define an audience
12 - Understanding context
13 - Develop fact-based personas
14 - Extend personas with empathy maps
15 - Users, motivations, and goals for the project

4. Analysis and Structure

16 - Substance and structure
17 - The quantitative content audit
18 - The qualitative content audit
19 - Content models
20 - Scenarios and activity flows
21 - Information architecture and wireframing
22 - Analysis and structure for the project

5. Guides, Templates, and Workflows

23 - Guides, templates, and workflows
24 - Voice and tone
25 - Style guides
26 - Examples and templates
27 - Workflows
28 - Guides, templates, and workflows for the project

6. Creation and Management

29 - Governance and ownership
30 - Who creates the content
31 - Budgeting and advocacy
32 - Measuring success

Conclusion

33 - Get the ball rolling