 Hello and welcome to Baltimore, thanks to Drupal Association and the community for hosting this year's DrupalCon NA at this beautiful place. Everything is good except one thing, it's rain. All right. So we're going to talk about the content strategy and we are going to touch a bit of UX and the relation between them. I know there is much that needs to be talked and there that can be talked about both of them but I just have 25 minutes, I will try to make a balance between it. Okay. My name is Junan Masoudi, I'm a front-end developer, I work at Acquia and I'm having interest in both usability and content strategy lately, so giving sessions here and there about them. Last time I gave session in Dublin on MVP, sorry, UX for MVP and I have come from a very beautiful place, that's called Kashmir, it's on the North Topmost India and we call it Switzerland of Asia, so I encourage everyone to come there and see, it's very beautiful. When we talk of the content strategy, the first thing that comes to mind is the content. Everything and I mean say content is everything and everywhere, from image, from words, articles, vice-activated commands, chatbots, beat, infographics or anything, any media, content is there. You can say if anything has an ability to project itself or influence the understanding, to me it is content or if it serves the needs of a, if it serves the need of people, to me that's the content. So for content strategy, there is not even a particular definition, there are thousands of definitions around content strategy, I try to cherry pick two of the definitions, one is strategy creation of text imagery, audio or video that delivers a relevant and interesting message to a user, while at the same time it's inclined towards sales, so that's content strategy. But this is bit of a marketing strategy type, the other one is that I took from Wikipedia that says the planning, development and management of content and I came up with the definition of content strategy, to me content strategy is a framework for delivery and governance of a useful and usable content. I think I try to do justice with this term, I think that's actually what content strategy means to me. We have thousands of words around, imagine it's like a box and we put the words there and we come up with some beautiful definitions and the box itself is a framework, so to me content strategy is a framework. And this outlines the production of content as a journey from initial concept of user utilization to the end user interaction. So who are content strategists? These are relatively new discipline and there's a plenty of debates of whether there is a need of this title or not, but let's talk actually who content strategists are. When I think of the content strategy there are several terms that comes to my mind, one is meaning, accuracy, relevance, usable and sharing. Anyone can write great content but that doesn't necessarily mean that he's a content strategist, you know if you write a good blog or a good Facebook post or a Twitter post that doesn't mean you are a good content strategist. A content strategist is one who studies and outline the objectives, then undertake them appropriately and with relevance are grateful content strategists. Today content strategy has taken a new curve, a new learning curve and is a process that ensures that the content that we publish and then we are able to edit it, then again republish it, then repurpose it and archive at the same time. It is a process even that plans ahead for content that needs to be appeared in the multiple laces. There's a team out there at the brain traffic. They have come with content strategy components which is liked by the community and they turn the name into content strategy code. So it's around two things, one is content and then there is people. So we write content for people and people write content so they are interrelated. So the first thing in this content strategy code is substance. Substance comes in the content component and it refers to the message, the voice and the types of the content. Then the second quadrant which is from the people's component, it's the workflow. The workflow is a content strategy creates will explain the process and the tools that we need to edit and create the content and even maintain and archive the same content. Then the third one is the governance. Governance is very closely linked to the word workflow because the content we have got from the workflow is to be governed. Governance is closely connected to the workflow because it refers to the hierarchy of the decision makers as well as the communication structure within the team. So the content that comes through the workflow goes to the team of people who tells what needs to be there and what needs to be eradicated. Last and not the least is the structure which comes in the content component again. Content strategies often determine the structure of a content by researching and working with dev teams to select the appropriate technology for a site or an app. They often set up a metadata or tagging necessary for personalization experiences for seamless experiences. It should be noted that while many content strategists do mastery in one of the four quads but it is very important that if anyone is getting started in this field to understand how four fit together. Then we have the common methodologies while we talk of the content strategy. Content strategy can impact many aspects of user experience. The only apparent communality is that the content strategy deals with content. That said the methodologies that make up the very widely I cherry picked some of them and here they are. One is Omni channel. With the advent of iPhone people started to create content for the web and for the mobile in different forms. Before that it was the same content that we used to govern for mobile devices or the desktop devices. Then there comes the concept of Omni channel. It's the understanding and optimization for the entire journey across all channels that we need to show be it a desktop, be it a mobile, be it a tablet or any other thing even if it is a print media. Then the other term is planning and marketing. The first definition that I gave about content strategy was related to the marketing strategy because everything governs around the marketing strategy. This is one of the methodologies that we need to keep in mind. While content strategies focus on the content that creates an experience rather than how to market that experience, there is a lot that we have learned from the field of marketing. The third one is content governance. Since the content strategist has the big picture view of the publishing process, editorial guidelines and the Omni channel needs, there are in the best position to recommend a governance model that maintain the quality of the experience. Then we have an information architecture. Well, information architecture is not a methodology. It will be very injustice to say it is a methodology. It is a field in its own. Even content strategy borrows the learning from the information architecture. In order to prioritize the content, create navigable site maps and ultimately help users find the information that they need in the places where they want that. Then there is the core strategy. Core strategy means for some of the content strategies, core strategy means everything. For others, it means a process. For others, it means a process. A process of creating a core strategy is also task in itself. If this is the case, if content strategy thinks that this is one of the common methodology, then the content strategy or work results in the content strategy report which identifies content issues, recommendation, priorities, and future timelines to update the content structure and substance. Last, not but the least, is the branding. Because our whole of the user experience and content strategy revolves around this thing. Branding is the last thing, but it needs to be there from the very beginning. Then user experience. While we talk of the content strategy, we talk of the user experience as well. For me, user experience means... User experience is the language of UI. It communicates and it tells us about the UI. UI can't speak on its own, so we have the user experience that tells about the content strategy. Sorry, UX. User experience is a broad category which encompasses all aspects of production from a small button design to the caption up to the navigation. It is also present in a very stage of product development to create a very smooth experience for the target audience. In my opinion, UX has to be there from the very beginning. In my previous talk, where I spoke about user experience has to be there from the very beginning when we are creating a minimum viable product. So I think content strategy too has to be there. UX heroes, Nielsen and Norman stated it the best. In order to achieve a high quality user experience in the company of Franks, there must be seamless merging of the services from multiple disciplines. Be it technology, be it engineering, be it marketing, be it graphical, be it industrial design or interface design. Because user experience is the voice of end user. Now, where the relation is between the UX and the content strategy. Though user experience and content strategy seem to have similar goals, there is a much conflict when it comes to the actual execution. There are often battles between the UX and the content strategy teams, especially when it comes to design process. Sometimes even adding the two extra lines can be a burden for the design and it can break whole of the design. So while we are designing anything, it's most needed that the content strategy should be there. But if we have user experience and content strategies work together, the synergy effect is much greater than simply resolving conflict. Where content strategy is being benefit from UX and where UX is being benefit from content strategy. So first thing is clarity and radability. User experience is all about creating sleek and seamless user flows, keeping user experience clear but delightful. The same can be applied to the content we deliver. That doesn't necessarily mean shortening of text or shortening of content but make it more readable and more scannable. So this is the place where content strategy and UX help each other. The second thing is focus on a user and it's the most important thing. Content strategy can be benefited from applying the most important principle of the UX that is putting the user at the center. So sometimes we get carried away by content research and copywriting that we completely forget that who we are addressing and who our audience is. Considering creating user personas with the UX team and keeping them in mind while curating content, I'm sure that we will come up with a great design and great content strategy. And the third one is the conversion optimization. Here where content strategy comes in handy, it helps find the optimal wise tone messaging to boost conversation. So there's a simple example that I want to show how content strategy and UX go hand-to-hand. So here everything is strategized, the content is strategized. This is our heading that tells about us the session. This is the author name that has to be there. This is the whole of the content that tells about what session is all about. And this is the sidebar that gives us more information about the session. And this is, yeah, this is the gap. It's not shown. So I think we can do some of the... See, content strategy is already there, but I feel that there is a discard in UX there. I did a small change and made it like this. So there is a spacing problem, firstly, that has to be there because when we strategize some content, so we have to create the breaks between the content, what a user is seeing. And the other thing is the sidebar. If we see at the sidebar, it has the dark colors and the focus of the user goes there only while keeping the main content there. So we need to keep that also in mind while we are creating some of the user experiences. So I think, yeah, lastly, but this is important, this is out of the session that I am closely touched with this thing, that's dementia. Dementia is a disease that's taking 30% of the population this time and it's growing alarmingly. Who knows about dementia? So it's a brain disease, degenerative disease and people are getting affected with this. Among dementia there are Parkinsonism and the top disease is the Alzheimer's. And this is one of the quotations that's very close to my heart about Alzheimer's. I have three Alzheimer's patients at home, so I know how it feels like to be. So we need to have the else.org. So if we can, these are our contributions prints. If you think anything about this session, please tell me. Do you have any questions?