The document discusses the relationship between content strategy and information architecture. It begins with an introduction of the speaker, Chris Moritz, and his experience in these fields. It then explores the definitions and key responsibilities of each, noting that while they can create each other's deliverables, each spends most of their time on different focus areas. Specifically, information architecture is concerned with structure, meaning and organization, while content strategy focuses more on the creation, publication and governance of content. The document argues that while they are partners that work together, they each have distinct roles to play and areas of focus.
3. Chris Moritz
Digital Content Strategy Manager, Campbell Ewald
13 years working on this crazy Web thing
Worked on Navy, Alltel, Michelin, ACDelco, Chevrolet,
Kaiser Permanente, U.S. Postal Service, U.S. Mint,
General Motors, Carrier, OnStar, McKesson
Instituted Web Standards while in CE Engineering
Created and led the Information Architecture group
Created and led the Content Strategy group
Speaker at Internet User Experience conference
Speaker at the Content Strategy Consortium during the
2009 IA Summit
@chrismoritz “Chris helped shape the Campbell-Ewald Experience Planning
Group into a solid team and was instrumental in helping me develop
facebook.com/chrismoritz
a user-centric process (patent-pending) that is the best in the
linkedin.com/in/chrismoritz industry. Chris is extremely knowledgable on a plethora of subjects.
His command of English will no doubt result in a fascinating novel or
textbook someday.” — Dave Linabury, @davezilla
4. Acknowledgements
A tip of the hat to the following, whose thinking was invaluable
when putting together this talk:
Kristina Halvorson, Karen McGrane, Erin Scime, Meghan Case, Erin Kissane,
Ahava Leibtag, Nick Finck, Lisa Reichelt, Elizabeth McGuane, and Dan Brown.
note: this slide was not presented at the live MiUPA event
Image credit: http://www.flickr.com/photos/10ch/5340350175/sizes/l/
7. It’s not that Information Architects
and Content Strategists can’t create
each other’s deliverables
8. It’s not that Information Architects
and Content Strategists can’t create
each other’s deliverables
It’s what each spends the bulk of
their time working on
27. The single, indisputable,
irrevocable, definitive
sequence of who does
what when, for how
long, and to what end
Image credit: http://www.flickr.com/photos/robotson/272408633/sizes/l/
29. Ok… here’s one idea
User Content
Search Experience Strategy
Insights
Pillars
Personas
definition
Consumer
Insights
Scenarios & Content
Gap Analysis
Tasks Inventory
Social
Media
Insights
Content
Site Map
Planning
Editorial
Strategy
Content
Wireframes
Marketing
Creative Digital Style
Visual Guide
Creative
Digital Editorial
Content
Build Calendar
46. Want to know even more?
This is some of the best thinking (imho) on the topic on the
intersection of content strategy and information architecture:
Complete Beginner’s Guide to Content Strategy
Delineating Information Architecture and Content Strategy
Content Strategy and Information Architecture - Can't We All Just Get Along?
A Content Strategist and Information Architect Can Be Friends
Fear, loathing and content strategy
How content strategy fits into the user experience
Letter to a Content Strategist
Content Strategy, IA, UX or SEO: What’s My Problem?