문제점에 놀라고만 있지 말라: 자신의 컨텐츠 전략으로 추진력을 얻기

컨텐츠 전략에서 두루 적용되는 한 가지 방식이란 존재하지 않습니다. 한 회사에서 효과 있는 방식이 다른 회사에서는 적절하지 않을 수도 있습니다.그 결과, 시작을 하는 것이  힘든 일이 될 수도 있습니다. 이번 사례 연구에서는, 모바일에서 작동했던 웹용 글로벌 내비게이션을 만든 성공에 기반을 둔 것이 컨텐츠 전략 프로그램을 시작하는 데 도움이 되었고 효과가 있었습니다. 회사 내 더 많은 사람들이 그 작업을 알게 될수록 컨텐츠 전략은 시작부터 더 많은 프로젝트의 일부가 됩니다.

전체 기사는 영어로만 제공됩니다.

Turner, K. (2016). 문제점에 놀라고만 있지 말라: 자신의 컨텐츠 전략으로 추진력을 얻기. User Experience Magazine, 16(1).
Retrieved from http://uxpamagazine.org/stop-admiring-the-problem/?lang=KO

8 Responses

  1. Sara 댓글:

    Really helpful article! I’m adding some items to my to-do list….

  2. Lysa P 댓글:

    Thanks for the excellent article, Kelly, and for detailing the steps of this successful effort. I will share it with a few folks on my extended team.

  3. Thanks, Kelly, for the peek into the way your team incorporated user perspectives into your content redesign, especially the exercises you did to discover how users grouped and labeled things.

    Where does your title phrase “stop admiring the problem” come from, and what do you mean by it?

    • Kelly Turner 댓글:

      Hi Marcia. It’s a phrase I’ve heard over the past few years that refers to taking action on an existing problem instead of over-talking or over-thinking it. In this case, it means using little content strategy efforts to build credibility rather than wait for a formal, well-vetted content strategy process to be in place. I hope that answers your question, and thanks again!

    • Kelly, Thanks for clarifying. I like it (both the phrase and what it stands for).

  4. Darryl Moore 댓글:

    Kelly,
    Fantastic article that outlines the process that is helping to improve not only content on our sites, but also navigation and ease of use. At times I feel that we still have a ways to go, but your efforts, and those of the teams you work with, will certainly improve NPS scores and most importantly, provide our customers with a user experience that will deflect calls to Care. Great work!

  5. Mark Sivertsen 댓글:

    Great article Kelly! After working with you for years on Global Navigation and other content strategy efforts, I can attest to your patience and persistence in garnering and earning respect for content strategy as a necessary discipline for our Digital User Experience team.

    I admire your progress (not the problem)!

  6. David 댓글:

    I am one of the website producers that has the opportunity to work with Kelly. The strategy described above really does work as well as it sounds and generally keeps the customer and marketing/business sides happy, whether through ease of task completion, an uptick in sales due to adjusted label placement/content or call center cost savings.