What’s the buzz about content strategy?

A story that drives home the place of content strategy in the field of user experience is about my mother: When she was diagnosed with cancer, I, as the eldest child, went into research mode. I scoured the web for any information I could find about uterine cancer so that I could be informed and offer some support, if not help, around her treatment. I would do a Google search, then head for the information about symptoms, treatments and survival rates. There is a lot of information out there, and a lot of conflicting information, so I went to a lot of websites.

Text by Rahel Anne Bailie


What’s the buzz about content strategy?

Sometimes, I found the information I was looking for, and other times I didn't. When I found what I was looking for, I was relieved. But when I couldn't find the information, I didn't stop to marvel about the taxonomy or navigation, the color palette or the affordance on the buttons. I felt that I had just wasted time looking on a site that was missing the information I had hoped to find. It's not that I didn't appreciate the navigation and colors and affordance and all the other good things that make up a smooth user experience (UX). It's that the beauty of the hunt is negated if the treasure is lacking or missing.

This is an all-too-common occurrence, the good-scent, bad-content user experience. Many theories have arisen about why this has become a recurring theme in the web world. The most plausible one is a variation on Alan Cooper's The Inmates Are Running the Asylum. The ...