不要再呆看问题:通过您的内容战略推动发展

对于内容战略,并没有一套普遍适用的方法。在一家公司可行的方法,在另一家公司可能全不相干。因而,内容战略可能起步很难。在这一案例研究中,基于成功建立移动应用网站的全局导航,帮助启动行之有效的内容战略计划。随着公司越来越多人开始了解内容战略工作,这就会成为更多项目的一部分,并且从项目一起步就开始着眼于内容战略。

文章全文为英文版

Turner, K. (2016). 不要再呆看问题:通过您的内容战略推动发展. User Experience Magazine, 16(1).
Retrieved from http://uxpamagazine.org/stop-admiring-the-problem/?lang=zh

8 Responses

  1. Sara说道:

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

  2. Lysa P说道:

    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说道:

      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说道:

    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说道:

    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说道:

    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.