This cheat sheet of methods and tools for content strategists is designed to help you:
- Translate businesses speak for human ears
- Make information easier to find and consume
- Reduce complexity, clutter and noise
Oh, the joy of content strategy!
A digital roadmap is the foundation upon which organizations plan, build, execute and measure the impact of digital initiatives on their long-term vision. But your digital roadmap is not just a PowerPoint that’s presented during a meeting, then dies a slow death on the company server. Nor is it a tactical step-by-step set of instructions, like you’d get from Google Maps or Siri.
It’s easy to overlook things that are critically important until they start failing. Just like we don’t notice the structure of a house until it’s in question (“Hmm, should I be walking on this?”), a site’s information architecture typically goes unnoticed until it fails to do its job (“Why can’t I find what I need?!”).
Our egos are tricksters. We’re easily fooled into thinking our emotional response — our personal preferences as designers and leaders — will inherently match everyone else’s. But if our goal is to create things other people will use and genuinely enjoy, retrofitting the wants and needs of our audience into the constraints of our preferences is a fantastic way to fail.
The terms “strategic” and “tactical” carry different weights within many organizations, and unfortunately one gains more attention or credence (often strategy). But in reality, both need each other. Strategy without execution chops—and execution without strategy—is a rudderless endeavor that leads nowhere.