Term of the Week: Translation

What is it?

Conversion of content from one language to another.

Why is it important?

Makes content accessible to people who speak a different language.

Why does a content strategist need to know this?

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Term of the Week: Folksonomy

What is it?

The mental model, or classification system, of a taxonomy of content or concepts in the minds of content consumers. Includes vocabulary, organization, relationships, and interactions. 

Why is it important?

To understand content consumers, you must know how they mentally structure the topics your content covers.

Why does a content strategist need to know this?

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Term of the Week: Governance Model

What is it?

Guidelines that determine who has ownership and responsibility for various aspects of an organization.

Why is it important?

Makes it clear who has authority to make which decisions about content and contributes to smooth operational decisions and processes.

Why does a content strategist need to know this?

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Term of the Week: Style Guide

What is it?

A set of guidelines and standards covering areas such as vocabulary, editing, tone, and voice. May extend to structural aspects of content.

Why is it important?

Assists with consistency across a body of content and reinforces best practices, ultimately supporting business goals.

Why does a content strategist need to know this?

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Term of the Week: Wireframe

What is it?

A simplified representation of a web page or an application screen that illustrates and describes its proposed information and structure, as well as its functional behaviors.

Why is it important?

Creates visual clarity and direction for website or application content by allowing for a rapid exploration and refinement of its functionality, behaviors, and relative properties.

Why does a content strategist need to know this?

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Term of the Week: Information Architecture

What is it?

The art and science of structuring information (knowledge) to support findability and usability.

Why is it important?

Allows for intuitive navigation and quick access to relevant content, supports interaction with content (usability), and makes the body of content both maintainable and extensible.

Why does a content strategist need to know this?

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Term of the Week: Transactional Content Map

What is it?

A representation of the copy required at each stage of the transaction flow.

Why is it important?

Ensures that a content strategy accounts for all content that supports brand messaging. It includes error messages, feedback, and embedded assistance.

Why does a content strategist need to know this?

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Term of the Week: Editorial Calendar

What is it?

A schedule for the publishing of content over a given time period, often annually or during a given campaign period.

Why is it important?

Ensures that important publishing milestones are recognized and activities planned so that content publishing remains manageable.

Why does a content strategist need to know this?

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Term of the Week: Information Visualization

What is it?

An engaging, graphical way to present data, often with the intent to tell a persuasive visual story. May also be referred to as data visualization or information graphics.

Why is it important?

Allows the communication of complex ideas faster and in a more compelling way, which can help others perceive content strategists as visionaries, not just analysts.

Why does a content strategist need to know this?

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Term of the Week: Message Architecture

What is it?

A hierarchy of communication goals that reflect a shared vocabulary.

Why is it important?

A strategic foundation and yardstick against which to measure existing content, determine quality, and prioritize content types, budget, and new content investments.

Why does a content strategist need to know this?

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