問題の傍観を止める:コンテンツ戦略への着手の足掛かりを得る

コンテンツ戦略には、画一的なアプローチは通用しないと思われる。ある企業に適するものが他の企業では意味をなさないことがあり、その結果、着手するのが困難になる場合がある。このケーススタディでは、モバイル環境で機能するウェブのグローバルナビゲーション制作の成功例が、効果的なコンテンツ戦略プログラムの立ち上げに役立った。社内のより多くのスタッフが業務を理解するようになるにつれ、コンテンツ戦略は、より多くのプロジェクトに開始時点から取り込まれることになる。

原文は英語だけになります

Turner, K. (2016). 問題の傍観を止める:コンテンツ戦略への着手の足掛かりを得る. User Experience Magazine, 16(1).
Retrieved from http://uxpamagazine.org/stop-admiring-the-problem/?lang=ja

8 Responses

  1. Sara より:

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

  2. Lysa P より:

    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 より:

      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 より:

    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 より:

    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 より:

    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.