Information Architecture: The Next Level in Content

January 8, 2015In Web Usability2 Minutes

The higher level of content strategy emphasizes organization, structure and labeling. Existing content is herded into a format that assures efficiency and sustainability, paving a clear path for users looking for information and engaging in tasks. True knowledge of the general system is required to zoom in on the details that make the entire content and design environment flow smoothly.

Information architecture provides the space for users to understand all of the minutiae – where they are in their discovery process, what information they’ve found so far, what are their available options, and the future/consequences/what to expect based on each direction. Essentially, the road map for content.

From the foundation and up, the design identifies goals and moves forward with the battle plan. Considering the intended audience remains one of the most important details when creating that strategy – putting in the effort and research to know how people manage and maintain that information is crucial. Catering to those habits will smooth the often challenging process of content generation (challenging, as every individual, has subjective needs, and an audience is made up of limitless preferences).

Invest the time to research into pinpointing the standards in the industry that apply to the content lifecycle and how a brand uses it – best practices allow the strategy to evolve. The initial determining structure zeroes in on the actual content and dives into the details, making the experience more in-depth and on an expert level.

Once content is created (written, proofread, edited and posted) and set up for search engine optimization, planning can begin for maintenance and future advising. Determining targets to approach success, finding value within different content perspectives and reflecting your brand’s needs and goals throughout – this mix allows for leading communication and establishing yourself as a relevant and useful source within information architecture.

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