Content strategy in context

From content strategist Rahel Bailie’s Intentional Design blog, regarding what she terms Big Content, which is to say: “Consideration of content beyond the copy, and even beyond the content.”

“When users feel good about an experience now, they will give feedback now. Conversely, when users have a bad experience, they are more likely to hold onto that feeling of indignation until they feel heard. …For organizations that increasingly depend on user-generated content as part of their marketing strategy, it’s important for them to (a) get users to generate content and (b) get users to generate content that reflects well on their customer experience. In other words, building an environment that encourages users to give immediate feedback should increase the number of instances of positive feedback.”

More — way more — about content strategy and how it relates to user experience at her Big Design Slideshare. Below is my favorite bit: What content means in context:

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