Any web project more complex than a blog requires custom CMS design work. It’s tempting to use familiar tools and try to shoehorn content in—but we can’t select the appropriate tool until we’ve figured out the project’s specific needs. So what should a CMS give us, apart from a bunch of features? How can we choose and customize a CMS to fit a project’s needs? How can content strategy help us understand what those needs really are? And what happens a day, a week, or a year after we’ve installed and customized the CMS?

At the conference the Brain Traffic crew invited me to visit Minneapolis, an offer I couldn’t refuse. While I was there I recorded a podcast with the super-smart Meghan Casey, in which we talk about content strategy, design processes, and job titles—and I completely fail to speak Minnesotan. Check out the podcast.

I also visited a flour mill museum and managed to answer two bar trivia questions correctly (a personal best.) Thanks to all at Brain Traffic for being such welcoming hosts! Y’all are welcome in London anytime.

Most wireframes are works of fantasy: more aspiration than design solution. Fantasy wireframes lead to broken experiences, unmet goals, and angry stakeholders. But content strategy can help. Learn how UX professionals can use content strategy to design user experiences that work in real life, not just in a pretty wireframe.

The web isn’t print, advertising, or software.

You got the memo years ago: the web isn’t print, advertising, or software. So why are so many web teams set up like it’s 1999? Here are three workflows that are alive and well (in London, at least).

First, the print design model, based on annual reports and brochures. Someone designs something, someone writes something, there are a few rounds of feedback and corrections. The client “signs off”, it goes to print, and it’s done. This process works for an annual report which nobody’s ever going to read (it’s about the shiny paper, right?) but only a mad person would use it for web design. You’d think.

Then there’s the advertising model. A man whose initials are on the front door comes up with a catchy strapline that would make a great 30 second TV commercial. Then it’s, “let’s make this a website!”, as they fly in a project manager to draw a linear Gantt chart with “copy” slotted in at the end. It’s entirely campaign focused. Nobody expects people to visit this “website” after launch day.

Third, the software “waterfall” method. The platonic form of the website’s features is passed down on stone tablets by monks who just know what’s best. (Agile won’t solve your content strategy problems, of course, but the waterfall has to go.)

These models are completely inappropriate for web or user experience design. It’s impossible to practice content strategy in this context.

Start with publishing.

Throw these processes out. Start with publishing, and then add what you need to make the project work. Research, user-centered design, agile: whatever it takes.

Tiffani Jones wrote about this topic in “Toward a Content-Driven Design Process”:

One of the biggest and best side effects of content strategy’s activism is that it’s encouraging agencies to reorder their design process. It’s no longer: discovery, information architecture, design, templates and development.

Instead, we’re doing: content strategy, information architecture, web writing, content production, design, templates and development—or some version of this.

The important thing is, we’re starting to think about content, early on.

It’s worth celebrating the early signs of content strategy taking root within web design teams. But a common question from web people learning about content strategy is, “how can I make clients pay for this?” The honest answer involves throwing out your design process, hiring more content people, repositioning your offering as strategic rather than tactical, rethinking your billing model, challenging your clients rather than offering them “solutions”, and generally ruffling a lot of feathers.

Nicole Jones might say it more succinctly: “Hold the fuck up, dude.”

Embracing content strategy is about the web industry growing up. We’ve been happily distracting ourselves from the scary, messy reality of web strategy, governance, and content by focusing on tactics, features, and techniques. If we want to fix the broken user experiences that result, we need to make some difficult changes. If you’re up for that, you’ll prosper. “She’ll be right,” as they say in Oz. Throwing out your design process is just the first step.

A “Do It Yourself” Guide to Content Strategy, by Jonathan Kahn from Jonathan Kahn on Vimeo.

And the slides:

I think we might be onto something with this content strategy thing, people. And that isn’t the French wine speaking.

Bloody good wine, though. And two-hour, sit-down lunches with wait-staff who put us to shame with their elegance. Wow. Need to go to more conferences in France.

Here’s a wrap-up of the presentations I attended:

• The masterfully-chosen exercises in Karen McGrane and Rachel Lovinger‘s “Content Analysis” workshop required us to analyze content on a real website using apparently straightforward criteria. It wasn’t until we actually started that I realized that analysis is impossible without an understanding of business goals. We couldn’t produce anything meaningful without backing up into strategy. Genius. (Extra points for picking on my favorite website to hate: Cisco.com.)
• Rahel Bailie‘s keynote described a repeatable system for managing content’s entire lifecycle. Bailie sees content strategy as a key element of user experience, noting that a broken experience is the fastest way to deter confidence.
• Sylvie Daumal offered insight into pan-European web projects run like global advertising campaigns, often in direct competition with local teams working for the same organization. According to Daumal, user-centered design techniques haven’t had much impact in Europe. I wonder whether that might change soon.
• In her keynote, Kristina Halvorson shared her story of transformation from web writer to content strategy advocate. She urged everyone in the room to bravely face the conflict that’s bound to arise when we advocate organizational change. Halvorson is onto something. The time’s right for some serious change-making. Let’s make it a content strategy party.
• Colleen Jones presented a thorough, rational approach to content analysis, backed by solid business strategy. I aspire to one day have Jones’ calm, authoritative demeanor when dealing with such a thorny issue.
• Sarah Cancilla shared her experiences working on content strategy for Facebook’s 5 billion pieces of content per week. (Read that again.) Cancilla outlined a strategy for selling content strategy to an engineering- and design- focused organization in which everyone already has a stake in content. Favorite quote: “apply content strategy to your content strategy”. Inspirational.

A massive “merci” to Destry Wion and STC France for organizing this breakthrough event.

With keynotes by Kristina Halvorson (author of the must-read “Content Strategy for the Web”) and Rahel Bailie, workshops by Rachel Lovinger and Karen McGrane, and presentations by Jeff MacIntyre, Colleen Jones, Erin Scime (HUGE), and Sarah Cancilla (Facebook), North America’s leading content strategists will be in the house.

There’s also a strong European contingent; I’m honoured to be presenting “A “Do It Yourself” Guide to Content Strategy”.

All of this in central Paris in the spring; it’s just too good to miss. Tickets are still available, so check out the programme and get yourself a ticket!

You’ve tried all the obvious solutions: installing a powerful, easy-to-use content management system, or demanding that the client supply content upfront, or even writing all the copy yourself; but none of them seem to have much impact.

You realize that your team could use some help from the discipline of content strategy, but for whatever reason, hiring a dedicated content strategist isn’t a feasible option. So what can you do to add some content strategy to your projects?

The answer, as with so much in web design, is: Do It Yourself.

A Do It Yourself guide to content strategy

All web professionals can engage with content strategy, whether we’re content specialists or not.

It turns out that content strategy is a core discipline of user experience design. We’ve all practiced it to an extent, but most of us have neither been doing enough, nor getting the timing right. Stay with me and I’ll show you how using the approaches and techniques of content strategy, and advocating them among colleagues and stakeholders, can substantially improve the chances of meeting your projects’ goals, through an improved user experience.

Definitions

A couple of definitions. By “content”, I mean text, images, audio, video; anything we publish online, and anything that our users expect to find on our website. For the discipline itself, see Kristina Halvorson’s “The Discipline of Content Strategy”:

Content strategy plans for the creation, publication, and governance of useful, usable content.

The pain of a broken experience

Before we learn how to use content strategy, it’s helpful to establish why we need it in the first place. So let’s talk about the problem: the pain of a broken experience.

Despite all the work we put into user experience design, the final experience often doesn’t meet our expectations, because the content isn’t right. Call it content-delay syndrome, a failure to design the words, or simply treating content as somebody else’s problem. So we try the obvious solutions.

Easy solutions that don’t work

How many of these easy solutions to the content problem have you seen?

• Design the site with “lorem ipsum”, and hope the client comes up with the content later.
• Demand that the client supplies all the content before you start work.
• Install a content management system (CMS).
• Hire a copywriter at the last minute.

Unfortunately, none of these “solutions” actually work.

“Lorem ipsum” produces a template, aesthetics-only design, which has no relationship with the actual purpose of the site. Demanding content from the client is better than nothing, but is unlikely to work unless your stakeholders have an exceptionally strong grasp of content strategy themselves. (It can work for launch day content, but the site soon goes stale.) Everyone loves a good CMS, but software isn’t magic pixie dust: a CMS without a content strategy leads to shovelware or worse. And even the most talented copywriter won’t be able to rescue your content at the last minute: content strategy isn’t all copywriting, and it needs to be practiced throughout the design process.

Wasting our time

No amount of research, information architecture, interaction design, or usability testing can create a great user experience if the content isn’t useful and usable—if it doesn’t help the user to get things done. (A possible exception is web apps, but even Gmail has a content strategy: brochure text, documentation, microcopy.) To an extent we’ve been wasting our time; trying our hardest to polish an experience, when the core of what we’re offering to the user hasn’t been properly thought through.

So we need content strategy.

The ideal: hire a specialist

How can we add some content strategy to our projects?

Ideally, we’d hire a content strategist: a specialist, who can lead a broad, upfront study, before we even sketch the first wireframe; and take responsibility for content throughout the project. She’d work alongside the information architect, designer, developer, copywriter; you name it. (Many copywriters would gladly take on the role of content strategist, if we’d only ask them.)

If you can do this, congratulations; you’re on the road to success.

The reality: you can’t

In practice, we’re often unable to hire a dedicated content strategist, for various reasons:

• We don’t have the money.
• We don’t have the time.
• We don’t know any content strategists.
• It’s a miracle the stakeholders tolerated a planning stage at all. Asking for yet another expert on board is too radical, at least for now.

But don’t despair. The internet publishing revolution is part of the “mass amateurization of efforts previously reserved for media professionals,” in the words of Clay Shirky. [1] Web professionals operate at the fast-moving threshold between amateur and professional: our professional work enables anyone to exploit the power of the web, without further help. (For example, consider blogging tools: created by experts, they empower non-experts to publish.)

So, those of us who aren’t content experts, let’s embrace that spirit, and practice content strategy for ourselves.

A core discipline of user experience design

How does “doing it for ourselves” fit into our existing practice as people who make websites? Well, I said earlier that content strategy is a core discipline of user experience design, and that you’re probably already doing some; let’s expand on that.

If you’re like me, you learned a great deal about web design from Jesse James Garrett’s famous diagram, “The Elements of User Experience” (PDF link), published in 2000. It still describes the field remarkably well, nine years on. But as Kristina Halvorson has pointed out, the diagram doesn’t treat content strategically: it’s treated like a feature, with nobody taking ownership until the last minute.

Things change. It turns out that the bridge between site objectives and user needs—the strategy itself—is content. To say it another way, people come to your site because they want content; you meet user needs by planning, creating, delivering, and governing content, and you meet site objectives in the same way. Often, the content strategy is the web strategy.

This has been obvious to some practitioners for years, many of whom have called themselves “content strategists” all along. For the rest of us, it’s a bit of a shock. What, we can’t just throw some copy in on launch day?

The good news: you’re already doing some

But since it’s fundamental, anyone who’s tried to bring order, planning, and purpose to a web design project—like you, dear reader—is already practicing a little content strategy. Maybe you’ve:

• Asked the question, “who cares?”
• Compiled a content inventory.
• Used real content in a wireframe.
• Written a style guide.
• Planned an editorial workflow.

You might have called it web strategy, information architecture, usability; it doesn’t matter.

How to practice content strategy

So we’re already practicing some content strategy. But how can we do more, more effectively? Here are some suggestions.

Make it part of your web strategy campaign

Use the principles of content strategy as part of your campaign for a grown-up web strategy.

As enlightened web professionals, one of our constant struggles is adding some strategic planning to our clients’ projects. Lisa Welchman defines two key elements of web strategy:

1. Establishing a set of guiding principles.
2. Formalizing authority for the web in the organization.

Content strategy applies directly to both points, asking:

1. What content are we creating, and why?, and
2. Who is responsible for planning, creating, and maintaining it?

Practically, this often means allocating a large portion of the project schedule to upfront planning: research, web strategy, content strategy. Anything that allows you to design from the content out, by delaying the design phase until the content actually exists, will help.

Advocate it among stakeholders

Advocate content strategy when talking to stakeholders about their web projects.

Although clients often don’t realize it, commissioning a website is a big deal; for the client as much as for the design team. Talking about content strategy is a great way to communicate to your stakeholders just how much work they need to do. (See: Understanding web design.) The aim is to get your stakeholders to think like a publisher; and ideally to either narrow the scope, or increase the budget.

In my experience, clients appreciate the value of content strategy surprisingly quickly. I’ve had more success explaining its importance than with similar efforts for user-centered design or information architecture, for example.

Apply it to your design process

Apply the approaches and techniques of content strategy to your existing design process. Here are some starting points:

• Ask questions about content, right from the start.
• Utilize user research or personas to decide what content is needed: answer the question, “who cares?”
• Establish key themes and messages.
• Carry out a content audit, and a gap analysis.
• Write a plan for creating and commissioning content.
• Insist that the client plans for content production over time (an editorial calendar).
• Annotate wireframes and sitemaps, to explain how both interaction and content will work.
• Write comprehensive copy decks, based on common templates.
• Write a style guide for tone of voice, SEO, linking policy, and community policy.
• Specify CMS features like content models, metadata, and workflow based on the content strategy.

This only scratches the surface. For more on how to start practicing content strategy within a web design team, check out these presentations: “Explaining Content Strategy” by Jeffrey MacIntyre, and “Content is King” by Karen McGrane.

Engage with the community

Finally, engage with the community.

Some people have been practicing content strategy for years; they know what they’re talking about. It’s scary dealing with content experts—they eat grammar for breakfast—but imagine how they must feel about the CSS box model. They don’t seem to bite.

There’s a lively and growing community around content strategy. A few starting points are the Google group, the “knol”, and the twitter hashtag.

The benefits: look more accomplished

So why should you care about all this? You’re not even a content specialist.

Considering how well you managed to polish that user experience before, imagine what you’ll be able to accomplish when the site has a real content strategy. You’ll see a substantially improved user experience, increasing the chances of meeting the project’s goals; with the side effect of making your design seem more accomplished. Honestly: design an experience over a solid content strategy, and people will think you’re a genius. (Well, more of a genius than they thought you were already.)

The commercial aspect: this is going to be huge

Finally, a commercial- or career-oriented reason to get involved in content strategy.

Listen for a second. That crashing sound you hear is what we used to call the media industry, collapsing around us. All that destruction leaves a lot of space for web content. Web content strategy will be in demand for years to come.

So get out there, and Do It Yourself.

References

[1] “Here Comes Everybody”. Clay Shirky, Penguin. 2008. Page 55. (UK edition)