Putting a strategy into motion – an introduction to design for content strategy
Taking time to analyze and audit the content of a brand and its competitors is a great first step in any good content strategy process. However, what should we do once it is time to start creating recommendations for the brand to adapt?
The next step in the content strategy process that we will explore is content design. This is the process in with we plan, create, and deliver content that serves the needs of a business and its users. For our purposes, we are going to start with artifacts that can be used to make further recommendations off of.
The brand that I will be doing this process for is HealthReach Community Health Centers. They are a non-profit organization focused on providing high-quality, affordable, patient-centered healthcare to underserved communities in Central and Western Maine. The organization serves around 100k visits every year across their 12 locations.
HealthReach is requesting proposals for a new website that is up to date with the visual and functional standards of the current healthcare industry. The current website is visually outdated and lacks an effective structure or functionality for patients. HealthReach needs a site that is flexible, informative, and easy to use/update. An easy-to-use back-end client is a must so that no coding or programming is needed to update the site when necessary.
The four content design assets that I will be creating for HealthReach are a prioritization table, content model, sitemap, and wireframes.
The purpose of a prioritization table is to determine the aspects of the proposed website that are most important based on the different audiences who will use the site. Some possible groups that will use this site include healthcare professionals, prospective and current patients, and guardians to dependents (i.e. family members to children or elderly).
Next, we will create a content model matrix using information from the previous prioritization table. From those priorities, we can determine specific goals for the organization, and how those will relate to the website structure later.
A site map, also known as an information architecture, is used to layout the navigation for the website. Using the insights taken from the prioritization table, we can infer how users will interact with the website. In doing so, we determine the most optimal website structure is to create a positive user experience.
Based off of the information from the other components, we can begin to create the start of a website. Below is a low fidelity wireframe of what a possible home page can look like for the new HealthReach website.
All of these content design assets give HealthReach and idea of what we can provide based on the request for proposal they published.
To view my full content design process, click the button at the top or bottom of this blog.
Hi! My name is Peyton McKenzie.
I am a professional graphic designer, photographer and content creator.
I encourage you to explore my portfolio to get a better idea of the work I create. If you are interested in working with me or have inquiries of any kind, don’t hesitate to reach out over email.
