Visualizing Content Strategy for Complex Content Ecosystems

Purpose: In complex content ecosystems, a consumable, visual view of the content landscape is necessary to describe a strategy for future content development. This article explains our content landscape, the rationale behind the development of a new visual method to represent that landscape, and the resulting analysis to support an overall content strategy.
Method: We present a technique that we used to analyze our complex content ecosystem of technical content and our approach to develop a consistent content strategy across documentation sets for diverse, yet interrelated products. We analyzed approaches that describe content strategy tools and processes for websites and for content reuse at the topic level, but found those lacking in support for complex technical content. Using that background, we designed our own tool and processes to support content analysis and strategy at the publication level. We developed the concept of a deliverable map, a visual representation of our content landscape by product category. The deliverable map became a highly effective tool in our efforts to define, communicate, and sustain our content strategy.
Results: Multiple deliverable maps show existing content and relationships, and provide opportunities for different levels of analysis and stakeholder engagement. This analysis supports development and maintenance of a content strategy that meets business goals and that drives content across multiple outputs. The deliverable maps communicate current state, show the evolution of deliverables, identify content issues, and guide future planning.
Conclusion: While the content in a content strategy initiative is typically thought of as small topics or webpages, it can be traditional publications also, such as technical manuals. Established content strategy practices can be adapted and successfully applied to content at all levels of granularity to meet the unique requirements of the organization. Spreadsheets are often the primary tool for documenting current-state content and planning future strategy. However, replacing spreadsheets with visual maps can be a more effective approach for complex, interrelated content landscapes. The interactive map becomes an invaluable tool to help create, communicate, and sustain a cohesive content strategy.