Have a lot in your head about content strategy, but not sure how to turn it into a reality? Mental models are a way to take what’s in your brain and put it on paper. Using data such as consumer behavior and buying cycles, this process (based on Indi Young’s book Mental Models) lays out user goals and then maps content to those tasks, identifying gaps and opportunities for reuse. Once you have a tangible model to share, you can distribute it to your organization and get your stakeholders involved in executing your content strategy. Lauren Moler of National Instruments will share a case study that resulted in increased leads and online revenue for NI following this methodology.
This session was originally presented at Content Marketing World 2013 to great reviews. Lauren also described the process in a fantastic interview with Colleen Jones posted on the Content Science blog: http://content-science.com/expertise/content-insights/mental-model-mapping/
By day, Lauren Moler is a lover of content strategy and all things user experience. By night, she is a crafter extraordinaire. Lauren works as a content strategist and information architect for National Instruments, a high-tech B2B company in Austin, TX. She’s just an ordinary gal in a cubicle, working to craft better content for ni.com.