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.

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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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Term of the Week: Augmented Reality

Term:

Augmented Reality

What is it?

An enhanced view of a real-world environment, using technology to supplement a normal view with additional content that enhances the experience.

Why is it important?

Augmented reality (AR) is growing rapidly and is used in many fields, including publishing, translation, and education. Content strategy for augmented reality is critical for displaying the right content in the right place at the right time.

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Term of the Week: Intelligent Content

What is it?

Structurally-rich and semantically-categorized content that is, therefore, automatically discoverable, reusable, reconfigurable, and adaptable.

Why is it important?

Enables organizations to rapidly adapt their content to the changing needs of their customers and the devices they use.

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Term of the Week: Content Migration

What is it?

The one-time movement of content from one repository to another.

Why is it important?

Usually as the result of a publishing platform switch, a content migration is necessary to continue working with and publishing existing content on a new platform.

Why does a content strategist need to know this?

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