Now more than ever, organizations and businesses must be conscious of how their content is presented—even moreso than they are of the process of content creation itself. They must identify the types of users who will be consuming their content, and be prepared to adapt their message and strategies to accomodate for each user's unique goals and preferences.
Content Strategy is a term for a specific methodology of content creation and organization—one that placed emphasis on an efficient and structured approach to content management. Content Strategy is not a concept that is restricted to a single field or medium—as long as some message, experience, or product is intended to be shared with a user or audience, Content Strategy is a key factor in ensuring success.
Content Usability refers to the strategy of anticipating specific groups of users' needs, and shaping content accordingly. Kirk St. Amant (2017) describes Content Usability as "creating products and services that are easy to use in a range of cultural environments" (p. 123). Technical Writing and Communication is a flexible field. As such, the range, size, and homogeny of these audiences and environments can change between each product and service—or even as one product is being created.
As such, it is a Technical Writer's responsibility to understand the level of usability that their content offers to each one of their target audiences. The key to a successful product or service, no matter how simple or advanced, is being understandable and agreeable to the intended users and consumers.
Content Strategy and Content Usability are brought up in similar contexts, and sometimes used nearly interchangably. While they both work to guide content creation in similar ways, differences appear when one examines their respective inputs. Creators use Content Strategy to translate the purpose and message behind their offerings into an actionable, tangible development plan. Similarly, creators take note of Content Usability to ensure that their product or service is amenable to the people and audiences intended to use it.
Applications of Content Strategy and Usability can be found in virtually every existing company or organization today—after all, they all seek to distribute some sort of content to a specific audience—even if that audience is as broad as a nation or as specific as a single group or club. However, one of the more widely recognizable examples of Content Usability at work can be found in the uniquely intuitive assembly manuals of Swedish furniture manufacturer IKEA. The company has found widespread success and regard from their simple, image-based manuals designed so that any customer from any audience, regardless of language or experience, can assemble their furniture quickly and easily.
Pictoral IKEA Instruction Manual
By identifying a simple, replicatable method to be sure that their product and be assembled by the broadest audience possible, IKEA makes intelligent use of both Content Strategy and Design. They understand that designing a product with the intended audience in mind makes for a desirable, user-friendly product.
Summary of Research on Content Strategy and Usability
References for Content Strategy and Usability