Are content strategists the new information architects? Hilary Marsh, World IA Day 2014 Chicago

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Brief presentation about the relationships between content strategy and information architecture, and comparing and contrasting the two professions. Panel discussion at World IA Day 2014, Chicago with Edward Stojakovic, Joe Hass and Samatha Dietz

Design

Are content
strategists the
new IAs?
World IA Day 2014, Chicago

Hilary Marsh

h"p://news.discovery.com/tech/gear-‐and-‐gadgets/virtual-‐superheroes-‐more-‐heroic-‐real-‐life-‐130130.htm

Backgrounds
Roles
Focus
Challenges
Opportunities
Profession

h"p://www.ceros.com/blog/2013/8/8/print-‐vs-‐digital-‐is-‐that-‐the-‐quesBon#.Uv9zsLxkLzc

Definition of CS
•  Who, what, when, where, why,
and how of publishing content
•  A strategic statement tying
content to business
•  The people, processes, and
power to execute that statement

Focus
Overlaps between CS & IA:
•  Keep user in mind
•  Clarity
•  Ability to accomplish goals
•  Findability
•  Usability
•  Page structure

Focus
Differences:
•  CS gets “in the weeds” about the
business; IA stays focused on the
user
•  IA is complete at some point; CS
is concerned with “Day 2” –
governance, calendar

What about the content?
•  How does content get to the site?
•  How long should content stay live?
•  How can we make sure that people create
content so it can be found and used?
•  How much content is there in each section and
how often it gets added to?
•  How can we bring together similar content
from different parts of an organization?

What about the content?
•  How good is the content that currently
exists – how relevant is it to the audience,
does it help the organization meet its
goals?
•  What’s missing?
•  Who is posting the content, vs who’s
creating it?
•  Is the system working to help make
publishing and finding content easier, or
is it making things more difficult?

Profession
• 
• 
• 
• 
• 
• 

Professional organization(s)
Academic programs
#DTDT
Books
Publications
Online and face-to-face
communities
•  Events

IA
✔
✔
✔
✔
✔
✔
✔

CS
Professional organization(s)
Academic programs
#DTDT
Books
Publications
Communities
Events

✔
✔
✔
✔

Thank you!

Hilary Marsh
hilary@hilarymarsh.com
www.hilarymarsh.com
@hilarymarsh

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Are content strategists the new information architects? Hilary Marsh, World IA Day 2014 Chicago

1. Are content strategists the new IAs? World IA Day 2014, Chicago Hilary Marsh

2. h"p://news.discovery.com/tech/gear-‐and-‐gadgets/virtual-‐superheroes-‐more-‐heroic-‐real-‐life-‐130130.htm

3. Is content strategy the new IA?

4. Backgrounds Roles Focus Challenges Opportunities Profession

5. My journey to content strategy

6. h"p://www.ceros.com/blog/2013/8/8/print-‐vs-‐digital-‐is-‐that-‐the-‐quesBon#.Uv9zsLxkLzc

7. Backgrounds Roles Focus Challenges Opportunities Profession

8. Definition of CS •  Who, what, when, where, why, and how of publishing content •  A strategic statement tying content to business •  The people, processes, and power to execute that statement

10.

11. Focus

12. Focus

13. Focus Overlaps between CS & IA: •  Keep user in mind •  Clarity •  Ability to accomplish goals •  Findability •  Usability •  Page structure

14. Focus Differences: •  CS gets “in the weeds” about the business; IA stays focused on the user •  IA is complete at some point; CS is concerned with “Day 2” – governance, calendar

15. What about the content? •  How does content get to the site? •  How long should content stay live? •  How can we make sure that people create content so it can be found and used? •  How much content is there in each section and how often it gets added to? •  How can we bring together similar content from different parts of an organization?

16. What about the content? •  How good is the content that currently exists – how relevant is it to the audience, does it help the organization meet its goals? •  What’s missing? •  Who is posting the content, vs who’s creating it? •  Is the system working to help make publishing and finding content easier, or is it making things more difficult?

17. Profession •  •  •  •  •  •  Professional organization(s) Academic programs #DTDT Books Publications Online and face-to-face communities •  Events

18. IA ✔ ✔ ✔ ✔ ✔ ✔ ✔ CS Professional organization(s) Academic programs #DTDT Books Publications Communities Events ✔ ✔ ✔ ✔

19. h"p://www.dragoart.com

20. Thank you! Hilary Marsh hilary@hilarymarsh.com www.hilarymarsh.com @hilarymarsh

Are content strategists the new information architects? Hilary Marsh, World IA Day 2014 Chicago

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Are content strategists the new information architects? Hilary Marsh, World IA Day 2014 Chicago