Information Architecture: The Next Level in Content

The higher level of content strategy that emphasizes organization, structure and labeling. Existing content is herded into a format that assures efficiency and sustainability, paving a clear path for users looking for information and engaging in tasks. Having a true knowledge of the general system is required in order to zoom in on the details that make the entire content and design environment flow smoothly.

Information Architecture exists in order to provide the space for users to understand all of the minutia – where they are in their discovery process, what information they’ve found so far, what are their available options, and the future/consequences/what to expect based on each direction. Essentially, the road map for content.

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From the foundation and up, design itself is involved in identifying goals and moving forward with the battle plan. Considering the intended audience remains one of the most important details when creating that strategy – putting in the effort and research to know how people manage and maintain that information is crucial. Catering to those habits will smooth the often challenging process of content generation (challenging, as every individual has subjective needs, and an audience is made up of limitless preferences). 


Invest the time to research into pinpointing the standards in the industry that apply to the content lifecycle and the way that a brand uses it – best practices allow the strategy to evolve. The initial determined structure zeroes in on the actual content and dives into the details, making the experience more in-depth and on an expert level.

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Once content is created (written, proof-read, edited and posted) and set up for search engine optimization, planning can begin for maintenance and future advising. Determining targets to approach success, finding value within different content perspectives and reflecting your brand’s needs and goals throughout – this mix allows for leading communication, establishing yourself as a relevant and useful source within information architecture.

Esther Gutkovsky

Esther is a Content Strategist at ArtVersion Interactive Agency. She first discovered a passion for marketing while studying brand management – since that moment, Esther has rejoiced in using her creative and writing skills within a field that allows for limitless self-expression and ingenuity.

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