Information Architecture is the key to your Content Strategy
In a world where we have instant access to nearly everything, content strategy, which pertains to the communication and presentation of information, may appear to be a fairly new concept, but it is not. Some of the earliest known examples date back to 1732 when Benjamin Franklin began publishing his annual “Poor Richard’s Almanac” to promote his printing business. Other examples include the “American Bee Journal” (1861) written by Samuel Wagner and “The Locomotive” (1867) written by the Hartford Steam Boiler Inspection and Insurance Company.
Content strategy originated in the publishing world, where individuals or companies would publish information, usually as an extension of their marketing efforts, to attract people’s attention. It served as a means to expand their brand story beyond traditional advertising methods. Today, this approach is still utilized, albeit with some enhancements, to broaden the reach to both existing and new audiences. In other words, brands now employ content strategy to maximize the value of their products and services while promoting their company’s narrative.
However, content strategy is not merely about gathering information, organizing it, and distributing it through various channels. It is a significantly more complex process, and when executed correctly, it can have lasting effects on both the customers and the business. This is where the practice of Information Architecture (IA) comes into play. IA involves the artful blueprinting of the information space, designing it in a way that ensures customers can easily find what they are looking for or might desire. IA is akin to civil engineering — an art and craft that makes systems easier and more intuitive to navigate.
A prime example of IA driving content decisions and layout is the NYC subway map. It takes an immense amount of information and presents it in a clear and understandable manner. Without IA integration, the map would contain the same information, but it would be inherently difficult to comprehend. Users would become overwhelmed and frustrated, indicating a failure of the system. This is far from ideal for a tourist exploring the Big Apple!
Effective IA relies on the interplay between the meaning of ontology (the significance of a product’s elements), taxonomy (the arrangement of its parts), and choreography (the interaction among its parts). Translating this thought process to the digital realm entails making decisions regarding organization, labeling, search functionality, page layout, personalization, and navigation. This is incredibly important because if you desire a well-designed product, you must begin with focused IA. It compels the platform to do the thinking on behalf of the customers.
IA has a lasting impact. A striking example can be observed when comparing the iPod from 2001 to Apple Music from 2017. Although the user interface has evolved over the years, the process of searching for and selecting a song or artist remains the same. The content is sorted, organized, and stored logically, allowing for easy access.
Getting IA right from the outset ensures that design and strategy decisions will be effective, and companies are beginning to recognize the importance of integrating IA from the initial idea to the product launch.
IA is currently one of the most demanding professions in the world, and those who choose to pursue this path can expect a prosperous career — after all, information is abundantly available, and the need for skilled IA practitioners continues to grow.
