90% of that content is just digital noise. It's complex, confusing, and ultimately valueless to the audience. True content innovation requires the opposite approach. It's about simplifying and focusing on delivering maximum value. This is the content innovation paradox: Less complexity creates more value.

Information architecture is the practice of structuring, organizing, and labeling content from your website. Sitemaps are visualization tools that are used predominantly for planning purposes.

A good design process: How is someone navigating through it? How are these things co-located together? Which pages are we grouping together? Can people find them? ... less attached to the tone of voice and more interested in simplicity and utility ... more like an architect than a prose-writer, putting LEGO blocks together in the most useful w…

When organizations want to get more strategic about their content – when they want it to be more effective, more efficient, and advance their goals, they turn to content strategists. The core of what we do is to help the organization ask and answer key questions.

A content strategy is a high-level plan that guides the intentional creation and maintenance of information in a digital product.