Content Strategy isn't just for Content People

Sarah Richards is a content strategist, product manager and trainer who, at the time of this talk at Generate London in 2015, was leading Citizens Advice through a complete digital overhaul. Here she explains how design and content strategy working together can accomplish big things.

Anything with “strategy” in the title risks being dry and boring, she admits, but content strategy affects every part of digital, whether you are a content person or not. She gives examples of where design stopped the British government from sticking with a jargon-first content style meant to sound clever, and of where development, design and content working together can help keep people out of food banks.

Drawing on examples from the Government Digital Service, Citizens Advice and more, Richards makes the case that content strategy is not something to ignore: it is the point of publishing digitally.