Learn Your ABCs: Apply Brand-driven Content Strategy

A session at UX London 2013

Friday 12th April, 2013

2:00pm to 5:30pm (GMT)

Trying to manage feature creep? What about seagulling stakeholders? And what content matters most, anyhow?

These questions and other challenges drive content strategy; they’re basic issues to any strategist planning for content and the workflow behind it. But what if you’re not a content strategist? What if you need to empower a team, wrangle a whinging client, and rally everyone around a common vocabulary for your primary navigation… not to mention branded error messaging? No matter your title, it’s time to embrace content strategy, starting with the message architecture.

Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you design for the web, mobile apps, social media, or offline experiences. Fancy more efficient engagements? You’ll also discover how a brand attributes cardsort can help you identify potential pitfalls and points of disagreement while you improve organizational alignment.

Then use this foundation to conduct a qualitative and quantitative content audit. We’ll discuss the content opportunities a gap analysis reveals when we use the message architecture as a metric of quality. You’ll leave with the savvy and experience to bring brand-driven content strategy techniques and thinking into your own work.

What you can expect:

  • Learn how—and why—to establish a hierarchy of communication goals in a message architecture with a hands-on exercise.
  • Discuss the right questions to ask—and how to ask them—to minimize distracting, off-brand features, like the blog no one has time to update.
  • Use a content audit to evaluate content against the message architecture.
  • Gain additional tools to keep your projects on track, on time, and on budget.
  • Inform your work with an air-tight approach to better user experiences.

About the speaker

This person is speaking at this event.
Margot Bloomstein

Author of Content Strategy at Work

1 attendee

  • Margot Bloomstein

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UX London 2013

England England, London

10th12th April 2013

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Time 2:00pm5:30pm GMT

Date Fri 12th April 2013

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Books by speaker

  • Content Strategy at Work

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