“If we continue to treat content as an extra to information architecture, to content management or to anything else, we miss a bright opportunity to influence users. Content is not a nice-to-have extra. Content is a star of the user experience show. Let’s make content shine.” – Colleen Jones

Read more from Colleen in her article “The Debut of Usable, Influential Content” from ASIS&T’s August/September 2009 Bulletin.

1. Technology creates the context for persuasion, but content persuades
2. Content is an opportunity to make customer relationships flourish
3. Our websites help people help themselves—and the people around them—by guiding them into good decisions
4. Manage the task the user wishes to complete, not the content or technology
5. Create a meaningful conversation with your users by engaging them on a personal level