Content Strategy

In class, we looked at the importance of content strategy. This is essentially the plan for creating, delivering, and managing content that serves the needs of both the user and the business. A good content strategy makes sure the right information is delivered to the right people at the right time—whether it’s through text, images, or other media.

What Makes a Good Content Strategy?

• User-Centred Focus: Content should align with the goals and pain points of the target audience. For example, in a banking app aimed at young people, content might focus on simplifying financial terms and breaking down features in a friendly, approachable way.
• Consistency Across Channels: A strong content strategy ensures that all communication—whether in-app, on the website, or in social media—is cohesive and reflects the brand's voice.
• Scalable and Flexible: As a product grows, so will its content needs. Planning for future additions, updates, and scaling is essential.
• Performance Measurement: Content strategy doesn’t end with delivery—it’s also about tracking performance. Are users engaging with the content? Is it helping them complete tasks?

User Personas

We also explored user personas, which I’ve encountered before. They are fictional profiles that represent the key characteristics of a product’s target audience. These are based on research and are a vital tool for understanding and designing for the user.

What Are User Personas?

• Demographics: Age, location, job, and income level.
• Goals: What they’re hoping to achieve using the product (e.g., saving money, finding information quickly).
• Pain Points: The frustrations or obstacles they face (e.g., confusing interfaces, lack of accessibility).
• Behaviours: How they interact with technology, how much time they spend online, and their preferences for design styles or content tone.

Why Are User Personas Useful?

• Empathy: Personas help designers understand the user’s perspective, making the process more human-centred.
• Guided Decision-Making: When there’s a debate about a feature or design, personas can serve as a benchmark. For example, “Would Anna, our 19-year-old university student, find this smartwatch app helpful?”