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Content Architecture vs. Information Architecture

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  3. Content Architecture vs. Information Architecture

Which is what and how do you separate the two?

The terms website Content Architecture and website Information Architecture are often wrongly used interchangeably—although nobody should go to jail for doing so. But there is a difference, so to avoid confusion we call the latter “Information Hierarchy” throughout our website.

Content Architecture

Content Architecture is the broader process of organizing your website in a way that is meaningful, clear, and intuitive for your primary audience. E.g. how many landing pages you have, how many Web pages under each, the order of those pages, the main navigation, the “learn more” hyperlinks, etc. Your sitemap will articulate a great deal of this, and many people are in the habit of going directly to the sitemap when they visit a website for the first time.

Information Hierarchy

Information Hierarchy (aka Information Architecture) is a narrower concept and refers to the arrangement of the copy within and across your website pages. We recommend the classic Inverted Triangle—also known as the Inverted Pyramid:

  1. Your broadest and most important website copy comes first, and should clarify your positioning.
  2. Subsequent website copy should be increasingly specific and speak to your points of differentiation.
  3. Optional website copy is more detailed and reinforces what you said within (1) and (2).

Next learn about: Information Architecture—or what we prefer to call Information Hierarchy

Also see:

  1. Content Architecture—what some people call Information Architecture
  2. Information Hierarchy—what some people call Information Architecture
  3. Content Development—the website copywriting itself
  4. Website Copywriting Overview
  • Content Architecture vs. Information Architecture
  • Content Architecture
  • Information Hierarchy
  • Content Development
What people say
  • When deciding on a redesign of our website, we felt it very important to find a person who could grasp the fundamentals of our business, as we are a very unique company. [The barodine consultant] spent quality time with us to observe, ask questions, and understand the services we provide. This made our decision easy to choose [him] as our consultant for our new website. He was very gracious when we asked for changes along the way. I would not hesitate to recommend [barodine] to anyone in need of a consultant.
    H.C. Business Development Manager at an electronic component OEM manufacturer
  • We enjoyed working with [the barodine consultant] on the total revision of our website. We could tell that he really enjoys his job, and he  put a lot of thought and effort into it. When done, our message to our customers was communicated in a concise and professional manner. [The barodine consultant] placed a high value on the exchange of ideas and our input. His contribution to the project made our job less stressful.
    R.F. Operations Manager at an electronic component OEM manufacturer
  • Stephen knew less about our industry than anyone we have talked to in the past. Yet he came forward with the most incredible and precise depiction of what we do. It was really amazing. Stephen is incredibly sharp and quite witty... kind of  reminded us of Woody Allen!
    T.F. at a commercial farm/nursery
  • We really enjoyed the opportunity to work with [the writer]. Through his unique collaborative process, we learned much more than just effective marketing—we learned how to communicate to our customers who we are and what we do.
    E. S. at a commercial farm/nursery
  • Stephen listened to me talk about my business for an hour, from technical issues to philosophical perspectives; ten minutes later he had a rough outline of the information I was trying to convey, and two days later the task was done: a task the previous copywriter couldn't achieve in six weeks and three visits. Time spent with Stephen doesn't cost; it pays.
    S.M. at a food manufacturing company
  • [The writer] worked on copy for our website. We list a wide variety of products, and what impressed me the most about [him] was how easily he adapted relatable copy for many of the items that I'm sure he wasn't even familiar with. It showed me his versatility and command of commercial markets.
    P.W. at an industrial supply company
  • It is very fun and rewarding to collaborate with Stephen. His style is remarkably chameleon-like, whether we are addressing an older, educated market, or a younger carefree twenty-something. He does a good job of keeping a consistent voice that is on brand and very specific to whichever demographic we are targeting. He has always been flexible and very attentive to corrections and critiques. In our case, comments and edits come from several departments within the company. He listens carefully to each person’s perspective and incorporates their thoughts creatively. Stephen has always made his deadlines. The best thing about Stephen Barone? He is on brand and on time.
    W.B. at an apparel company
  • [The writer] was able to take a part of our business that we are trying to grow and write about it in a way that captures and intrigues a new customer base. Thank you!
    K.W. at a hospitality company
  • Our organization had decided to develop a large self-publishing website in just nine months start-to-launch and we had a large number of unspecified subject areas to create from scratch, yet be specific to the site's application. Stephen was challenged with understanding our overall concept and design goals, and to start from a blank screen to develop 'use information content' that would help users understand what to do. Stephen energetically leveraged his writing skills and knowledge of information architecture to produce high quality content that was a direct fit to our needs. We will use his services again.
    R.W. at a publishing company
  • [The writer] was able to help us by putting our company culture and services into words for our website. He was professional, prompt, and good to work with. We will be using his services again to create our brochure.
    S.M. at a construction contracting company
  • Who says you can’t make a silk purse out of a sow’s ear?! [The writer] made the Web copy for our rather mundane industrial products pop!
    P.W. at an industrial supply company
  • I have enjoyed working with [the writer] very much. I was most impressed with his ability to quickly understand the nature of our business, and his rapid response in delivering quality materials.
    J.S. at a software-as-service company
  • Stephen's uptake of information is ferocious, and his analytical abilities allow him to process that information in a very timely and efficient manner. He's a good consultant, turning complicated issues into straightforward explanations and providing practical advice. Once done, he builds enthusiasm for turning his observations and recommendations into action steps that we can deploy. And always a perfect Gentleman!
    S.D. at a software-as-service company
  • We're glad to use [barodine] on a regular basis with our clients. They bring sound marketing consulting to the table, which adds value to our services.
    T. H. at a website development firm
  • Stephen is an integral part of our team.  He understands our clients’ business extremely well and hits the ground running.  He’s always vigilant about providing good value, prompt service, and most importantly, compelling copy that meets or exceeds clients’ expectations.
    J.A. at a research & marketing consultancy
  • In the complex world of health care, we have found Stephen to be a clear, focused and dogged navigator. Stephen has provided his analytical, workflow, and communication skills on several key organizational projects. Smart: yes. Thorough: yes. Fun: absolutely!  It's as if ‘he is one of us!
    N.N. at a statewide professional association
  • Our company works in a very technical field…[the writer] …was a very fast learner and developed copy that was absolutely perfect for our audience.
    RMA at a site-selection consultancy for corporations
  • In business, what you say is as important as to whom and how often you say it. [The writer is] excellent at discovering your unique story and crafting it into words that are interesting and easily understood. I recommend barodine if you want to maximize the effectiveness of your marketing communications and its return on investment.
    B.V. at a large regional residential & commercial painting company
  • Stephen is fast. He was able to wrap his head around our company and summarize what we do in a very short time. The information was pertinent, to the point, written simply, and accentuated [our point of differentiation], making our sales task much easier.
    B.K. at a pharmaceutical company
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