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Content Strategy by Noz Urbina, Rahel Anne Bailie

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Copy and Content

However, much of the content used in wayfinding is not what the end user – the content consumer – is looking for. In other words, a reader who wants to find an article on photographic techniques may use the navigation bar on a website to find the article, and that navigation bar may be critical to get to the article, but the navigation bar is not the end goal, and the reader derives no meaning about photographic techniques from the menu item. What the reader wants – and for purposes of this example, we will confine ourselves to text – is copy. Copy is the message. It’s what content consumers read; it conveys meaning.

To create copy, writers need to understand some basic elements, starting with the notion of genre. Genres ...

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