In its simplest form – content strategy is broadly defined as the plan for the creation, delivery and governance of useful and usable digital content that meets the business objectives of your company. User experience – on the other hand – is ultimately designed to meet the needs of – and therefore expressed by the voice of – the user.

The outcome of both of these business focused and user centered goals is the user experience – and core to that experience is content strategy. Having a plan that creates a bridge between user needs and business goals is essential – it is inherently impossible to design a great UX without it.

Content strategy creates a global framework for how digital content is prioritized, organized and presented based on its business purpose. UX strategy informs the information architecture – providing the structural context to bring the content to life based on the user persona it is designed to reach.

However – website design is often driven solely by UX teams who – absent a comprehensive digital upbringing – tend to overlook content early in the design phase of the project – or worse yet – after the templates have already been created. This is the point at which projects catch fire and timelines blow up – resulting in a large amount of rework later when the content doesn’t fit the templates and either the templates need to be redeveloped or the content reconfigured – not fun.

At Bluetext – we recommend identifying user needs and expressing them as user stories during the initial design phase. By gaining insights through the user stories – designers gain a better understanding of the content users need and therefore can apply more critical thinking around the templates they need to create to support that content.

With content becoming more critical to brand performance by the hour, designers have to work more closely than ever with content strategists to ensure the UX supports the desired narrative for the content play out without getting in the way. The more you can embed content strategy into each step of your design process, the better the user experience will be.