2016 Main Conference Talk
Content types – the patterns of content in an organization’s digital presence – are an essential building block for any effective redesign. However, content strategists, user experience designers, and visual designers have very different understandings of what “content type” means. By coming to a common understanding, these experts can work together to craft a smart, sustainable online presence. There are several purposes for identifying the types of content on a website:
- Identifying content models, which enable better presentation on multiple devices and power dynamically created collections
- Enabling rules for content creation, review, promotion, and expiration
- Making it easier for content creators to choose effective metadata
Technologists and content management systems tend to define content types very broadly, considering them equivalent to templates. Visual designers and user experience designers often define content types in terms of various elements and their size and relation to one another. Content strategists think about what the content is about, what its business rules need to be, and how it is surfaced.
Bringing these perspectives together ensures the most robust definition, conception, and execution of content types. In this interactive session, we will look at lots of examples of content types and work individually and together to identify how they would best work in different environments and for different purposes.
About the speaker(s)
Hilary Marsh is president and chief strategist of Content Company, a content and digital strategy consultancy. She helps associations, nonprofit organizations, and corporations get better results from their content by improving their practices for content creation, governance, management, and promotions. Content Company’s clients include the American Bar Association, American Medical Association, Estee Lauder, Endocrine Society, Institute of Food Technologists, Intuit, and Walgreens.
Hilary has been a leading content strategy practitioner, mentor, and professor since 1999. She developed and taught the first graduate-level content strategy courses for Kent State University. She has been published, quoted, and her work cited in major industry publications including Content Strategy for the Web, Content Strategy at Work, and reports from Prophet/Altimeter. She is a frequent speaker at content strategy, digital, and association conferences, including the IA Summit/IA Conference.