Content Models

In collaboration with technical teams (as content management system templates are developed), a content strategist will create a content model that communicates the definitions for each piece of content that needs to exist within a website.

Content Model: Defines components (e.g. field length, file type, data entry permissions) of specific content types and how they relate to specific templates.

Typical format: Microsoft Excel

Example: Content Model


Content strategists also often use customer journeys to help assess content needs. That is, what content is needed at a particular point in time as a user travels through a website to complete a particular task. Information from customer journeys informs not only content model components, but also personalization opportunities and interaction requirements.

Customer Journey: Defines user tasks and associated content needs.

Typical format: Microsoft Excel

Example: Customer Journey


Photo: Palm Leaves. Miami, FL