The most popular content strategy tools borrow from the discipline of information architecture, but there is one invaluable tool that is imperative to the process of strategy and implementation of tactics that we can thank our user experience cousins for: personas.
“Content strategy is more than just a discipline. It’s an approach to content that must be adopted at all levels of an organization to be effective. As it becomes ubiquitous to the way in which traditional disciplines create and manage content (marketing, communications, public relations, etc.) across digital channels, the tools that we use now to plan for content will need to evolve beyond the out-dated approach of target audience segmentation. With the demise of top down communications and a increasingly fractured digital channel landscape, organizations must continue to plan for and produce content that remains liquid and linked to engage users on their terms.
That’s why personas are such a critical component to an organization’s overall content strategy. You can’t provide the right content, at the right time, on the right device to every user without it. Over the long term, personas are the insurance policy that all organizations need to protect a key component of one of their largest digital assets – their content.”
We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.
Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]
Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.
Why the world needs anthropologists – Coming out of the ivory tower Location: Padua, Italy, Centro Culturale Altinate/San Gaetano Date and time: Friday, 5 December 2014, 13:00 – 18:00 Padua, Italy, 5 December 2014 – The second edition of the international symposium of applied anthropologists attempts to erase the boundary between ‘pure’ and ‘applied’ anthropology, […]
Last year Experientia designed the interface of an ATM of UniCredit, a major Italian bank. The interface is now rolled out across the bank’s ATMs in Italy, to great satisfaction of the bank and the customers alike, since interaction speed is much faster and error rates went down dramatically. Last year UniCredit and Experientia also […]
In September 2014 Experientia gave a presentation on working as UX professionals with financial institutions at the EPIC conference in New York. The paper is now available on the EPIC site in HTML and PDF versions (free registration req’d). Abstract Application of a user-centered approach rooted in ethnographic methodologies facilitates a major European bank’s transition […]