Pare de focar o problema: conecte-se a sua estratégia de conteúdo

É provável que não exista uma abordagem que sirva para todas as hipóteses quando se trata de estratégia de conteúdo. O que funciona em uma empresa pode não ser importante para a outra. Consequentemente, talvez esta seja uma batalha a ser iniciada. Nesse estudo de caso, a ampliação do sucesso na criação de uma navegação global para a web que funcione para dispositivos móveis ajudou a lançar um programa de estratégia de conteúdo que funcionou. À medida que um número maior de pessoas da empresa conscientiza-se do trabalho, a estratégia de conteúdo torna-se parte de mais projetos … desde o início.

O artigo completo está disponível somente em inglês.

Turner, K. (2016). Pare de focar o problema: conecte-se a sua estratégia de conteúdo. User Experience Magazine, 16(1).
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8 Responses

  1. Sara disse:

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

  2. Lysa P disse:

    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 disse:

      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 disse:

    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. 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 disse:

    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.

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