CHAPTER 10 The Two Faces of Content Strategy: Balancing the Needs of Users and Editors
Different tasks, different goals, but the same direction. The discovery
stage is concerned with who and why. The strategy stage is concerned with
how, while the execution stage is concerned with what. Finally, governance
gives us more insight into where and when by giving us a set of editorial
tools and guidelines to live by once the initial website is live.
With these two paths, we can begin to figure out exactly how to reach
our audiences and give them what they need, all while keeping in mind
the issues that may sprout up on the other side of the content process. Let’s
take a look at where these two paths most often meet throughout some of
the basic steps of content strategy.DiSCoveRY: who anD whY?
Successful content relies on a deep level of understanding in both audience
makeup and user goals. Developing successful content requires an addi-
tional level of understanding in how an organization works, who can be
pulled out as content champions, and what form our network of content
editors will finally take. This is done through asking a lot of questions and
undertaking a lot of probing during an initial discovery meeting.
Before any real content work can begin, we sit down with all relevant
parties and determine audiences and perceived outcomes: who will visit
our website and what they expect to get out of it. This “audiences and
outcomes” process gives us a wonderful opportunity to ask some editorial
questions as well.
The discovery process is the most crucial stage in building an empa-
thetic relationship with a Web editorial team. It’s necessary for editorial
buy-in. It’s necessary for effective involvement. And it helps build warm
and fuzzy feelings throughout the project. It’s all about figuring out who’s
going to use the website on both sides of the process.audiences and outcomes
First of all, let’s get this out of the way: we are not the audience. We may
be a frequent flier, but that doesn’t mean we can speak for every airline