I'm stuck! Does storyboarding help with content strategy?

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October 24, 2011
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Quick story. I'm working on a content strategy for a project that will be translated into multiple languages. This is complex stuff, especially in terms of audience behavior and needs. I think I finally have my head wrapped around what will work and what won't when I stop.  Something is missing.  I pull out a Biggie newsprint notepad and start drawing. Here's what I'm thinking:

My audiences is here. [Box]

Where were they before this? [Arrow with ?]

Where are they going? [Arrow ...]

What will they be asking themselves?

Will this path be frustrating?

Essentially, I'm storyboarding. But I'm thinking about the story more in terms of business goals, not copy. As soon as I start drawing, I realize what's missing. Ah! Would've been embarrassing, too.  Storyboarding -- just so we're on the same page -- is drawing a sequence of events, like in a story. Sometimes I use sticky notes (as I did when showing the Five Steps to a Successful Content Strategy) and sometimes I scribble on big sheets of newsprint.  You may think storyboarding is for just web or user experience designers or information architects. But storyboarding is also a great tool for content strategists. At least a visual one like me. Storyboarding helps my content strategy in several ways:

Benefits of Storyboarding for a Content Strategy

  • Uncover obstacles, like missing core content or supportive content.
  • Reveal content out of context.
  • Find simpler solutions.
  • Wear many hats and walk through the content to find holes.

It's also helpful for copywriters -- especially for interactive or long content. Just check out Anne McColl's analog storyboard. Good stuff.  Are you a content strategist who storyboards? Post your storyboard photos and link to them in the comments below. I want to see.

About the Author: Shelly Bowen

Shelly Bowen, content strategist


Shelly Bowen, MFA, is a content writer, content strategist, and founder of Pybop.

For decades, Shelly has written for businesses on complex topics from disease prevention and medical devices to alternative energy and leveraging data. Today, she's hyper-focused on supporting B-B technology businesses. In her spare time, she hikes, kayaks, draws, and works on her T-Bird.

A wide variety of brands rely on Shelly as an essential freelance writer and content strategy resource.

Follow Shelly on Instagram @pybop or connect on LinkedIn. More about Shelly and Pybop.

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