Should Content Strategy be Your Design Strategy?
Which would improve your site more: a defined content strategy, or a redesign? Karen McGrane, in her interview with Jared Spool, “Integrating Content Strategy into Your Design Process,” makes the case that a redesign is not the universal fix-it-all that many companies desire, and that content strategy is often where groups should focus their effort.
“I think some of my love for content strategy in this day and age is, in a sense, acknowledging that in many situations a redesign is not the answer,” says Karen. She says that often times, her clients aren’t seeing the traffic that they expect on their site, and believe that the resources required by a major redesign will lead to gains.
But for many organizations, says Karen, “The effort that they should be putting in should be in their content.” Changing the design in major or minor ways is always an option, but “none of that is going to be worth it if you don’t have the content to back it up.”