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CS Consortium • The Content Strategy n00b

Description Versus Evaluation in Assessing Content Quality


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Colleen Jones (@leenjones), one of my colleagues from the Content Strategy Consortium (#csconsortium) recently published, “Toward Content Quality” on UXMatters.com. In it, she presents her cool checklists to use as heuristics when evaluating content quality. She’s invited feedback on the checklists, and so I am writing partly for that purpose, but also to put forth a complementary technique.

Colleen’s checklists cover the most important aspects of evaluation, but they imply (to me, at least) that a whole lot of background is already understood, such as the users’ needs, the overall strategy of the site, and most importantly, the measures against which one might gauge the success of the content under review. I don’t mean any criticism at all; I think she’s just more generous than I am, presuming someone has given these issues at least a little thought.

I’d like to propose a parallel activity to a heuristic evaluation of content, which I’m going to call a heuristic description of the content. Instead of saying whether the content meets specific success factors (e.g., does the content do this effectively?), infer from the content itself what its goal is and describe it as fully as possible.

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The Definitive Guide to Content Strategy for the Complete Noob


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(Anyone know where I can download it?)

Yeah, so the term #contentstrategy is spreading, and people are getting really excited. Some folks really seem to get it, and some are actually doing it. Some have been doing it for a long time, but only now have that moment’s insight, “Oh, so that’s what it’s called.”

And then, there are the noobs, like me.
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