Every website faces two key questions: 1. What content do we have at hand? 2. What content should we produce? Answering those questions is the domain of the content strategist. Alas, real content strategy gets as little respect today as information architecture did in 1995. MacIntyre defines the roles, tools, and value of this emerging user experience specialist.
It’s time to stop pretending content is somebody else’s problem. If content strategy is all that stands between us and the next fix-it-later copy draft or beautifully polished but meaningless site launch, it’s time to take up the torch—time to make content matter. Halvorson tells how to understand, learn, practice, and plan for content strategy.
A List Apart, for people who make websites, is slowly changing course.
For most of its decade of publication, ALA has been the leading journal of standards-based web design. Initially a lonely voice in the desert, we taught CSS layout before browsers correctly supported it, and helped The WaSP persuade browser makers to do the right thing. Once browsers’ standards support was up to snuff, we educated and excited designers and developers about standards-based design, preaching accessibility, teaching semantic markup, and helping you strategize how to sell this new way of designing websites to your clients, coworkers, and boss.
Web standards are in our DNA and will always be a core part of our editorial focus. Standards fans, never fear. We will not abandon our post. But since late 2005, we have consciously begun steering ALA back to its earliest roots as a magazine for all people who make websites—writers, architects, strategists, researchers, and yes, even marketers and clients as well as designers and developers. This means that, along with issues that focus on new methods and subtleties of markup and layout, we will also publish issues that discuss practical and sometimes theoretical aspects of user experience design, from the implications of ubiquitous computing to keeping communities civil.
The trick is to bring our huge group of highly passionate readers along for the ride. My wife likens it to piloting the Queen Mary. (Q. How do you make the Queen Mary turn left? A. Very, very slowly.)
We review hundreds of articles and publish dozens. Some web magazines seem to have those proportions reversed, and some readers don’t seem to mind, and that’s fine. But any content you see in ALA has been vetted and deeply massaged by the toughest editorial team in the business. And when you see a new “design tech” article in our pages, you can be sure it has passed muster with our hard-ass technical editors.
Moreover, the fields of meaningful new CSS tricks have mostly yielded their fuels. We’ve done that. We’ve done it together with you. While a few new lodes of value undoubtedly remain to be tapped, we as a community, and as individuals who wish to grow as designers, need to absorb new knowledge. ALA will continue to be a place where you can do that.
When we began focusing on web standards in 1998, we were told we were wasting readers’ time on impractical crap of little value to working designers and developers. But we kept on anyway, and the things we learned and taught are now mainstream and workaday. While we apologize to readers who are again being made irritable by our insistence on occasionally presenting material that does not fall directly within their comfort zone, we hope that this experiment will prove to be of value in the end.
Clients love to write copy. Well, they love to plan to write it, anyhow. On most web design projects, content is the last thing to be considered (and almost always the last thing to be delivered). We’ll spend hours, weeks, even months, doing user scenarios, site maps, wireframes, designs, schemas, and specifications—but content? It’s a disrespected line item in a schedule: “final content delivered.” Pepi Ronalds proposes a solution to this constant cause of project delays.
Landing a new job or client is difficult in this economic climate. Undelivered contractual promises and work environment shortcomings can transform that challenge into a long-term nightmare. Keith LaFerriere shows how to get paid what you’re worth; how to fight for control of your projects using management tools corporate cultures respect (even if they don’t understand your work); and how to tell when it’s time to jump ship.