Plan, by Flickr user Tintern
Last year when we embarked on our redesign (still in progress!), we tried to prioritize. We asked, “If we could redo only one
component of the site, which would it be?”
We didn’t pick graphic design, or information architecture, or even our aging publishing platform. We thought the best way to improve key metrics was to re-think the site’s content. To us, that meant not only the text of the articles, but the use of images, videos, micro-copy, interactive graphics and features — all the material on the site that helps convey ideas.
That led us off in search of a different kind of redesign. Along the way, we learned a new phrase, “content strategy,” and met a few “content strategists.” This approach has become a powerful tool for us, so I thought I’d share how we got here.
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