Interview: Karen McGrane on How to do Content Strategy

We recently spoke with Karen McGrane to bring you more information about her upcoming pre-conference workshop at the IA Summit, How To Do Content Strategy.

Q: Why should someone sign up for your session?

Information architecture and content strategy are like two peas in a pod. IAs often work in partnership with a content strategist, or are asked to take on content tasks and deliverables. This workshop will provide a framework that shows how content strategy work fits into the familiar UX design process, and will give participants a chance to try creating some of the deliverables themselves.

Q: Why is it important that participants attend your session now?

Lou Rosenfeld said “If IA is the spatial side of information, I see content strategy as the temporal side of the same coin.” When I look at where most websites fail, it's in managing their content over time. Who owns the content? How will they know if it's working? What processes need to be put into place to govern and maintain the content? This session will look at ways to deal with content over the long haul.

Q: How will your session help attendees immediately on their return to work?

Great content isn't a "nice to have." It's the whole reason users visit a website. Participants will go back to work knowing how to start talking about the importance of content — maybe even to encourage their organization to hire a content strategist. The power to do this comes from the "strategy" piece of content strategy. By framing content as a key business asset, participants can persuade their organizations to think differently.

Q: What are the top three things attendees will learn in your session?

Participants will leave this session with techniques they can use to create better content inventories, understand messaging frameworks, and even ways to usability test content. All of this will be based on a strategy that ties back to meeting user needs and business goals.

Q: Can you give us a glimpse of any surprises you've got planned for attendees?

This says it best:!/karenmcgrane/status/26691843171

Q: What are you willing to do/offer if you sell out your workshop seats?

The IA Summit often falls close to my birthday, as it does this year. If my workshop sells out, I'll bring cake for everyone!


You've heard it here, folks! Don't miss this great opportunity to learn what you need to know about how to do content strategy. Get more details about this pre-conference workshop.