Content is business. Great content sells. Bad content doesn’t.
No matter how hard we try, “content and usability strategy can’t predict outcomes,” said Jared Spool, the CEO & Founding Principal of User Interface Engineering, at his annual presentation sponsored by the IEEE Computer Society, GBC/ACM, and BostonCHI at Constant Contact in Waltham, MA, on January 16.
“The key is understanding business models. Great business models are designed.”
Business models have strategies, and like content strategy, there are priorities. Spool said there are five priorities for any business strategy:
- Increase revenue.
- Decrease costs.
- Increase new business.
- Increase existing business.
- Increase shareholder value.
And, he continued, these priorities are the same for content and usability strategies. “Take the money and put it into the (user) experience and see where it gets you,” he said.
Read the full article HERE.
