Content strategy terms
What is content strategy?
Content strategy is the planning, creation, delivery, and governance of content that is designed to meet user needs while achieving IU’s goals. It ensures the right content is delivered to the right audience, at the right time, in the right format. A strong content strategy aligns voice, structure, workflow, and purpose across platforms to make content clear, consistent, and effective over time.
Content model
A content model is a blueprint for content architecture. It outlines the structure, format, and key information for common types of web pages. Using content models helps ensure consistency across IU’s digital ecosystem—making pages easier for users to understand and navigate, supporting branding, and enhancing credibility. For example, the Degree Program Content Model guides the organization of program descriptions, faculty info, and related links so prospective students find exactly what they need, quickly and clearly.
Content plan
A content plan outlines the what, why, who, and when of content creation and management. It maps out goals, key messages, target audiences, content types, timelines, and responsibilities—providing a clear blueprint for teams to produce, review, and publish content in a consistent, coordinated way.
Generative Engine Optimization (GEO)
GEO is the practice of structuring and writing content so it can be clearly interpreted, cited, and repurposed by AI systems like ChatGPT, Gemini, and Perplexity. Unlike SEO, which targets ranking in search results, GEO ensures your content is readable, reliable, and retrievable in AI-generated responses.
Learn more about writing for AI
IU Framework/IU SiteBuilder
The IU Web Framework is IU’s legacy enterprise content management system, which is gradually being replaced with IU SiteBuilder. It is a self-service web development tool designed to help developers and content creators build and manage websites that align with IU's branding and accessibility standards. It offers a user-friendly interface that enables users to create web pages without extensive coding knowledge.
Journey map
Journey maps are a visual illustration of a user's experience as they interact with IU’s content and brand over time. They chart key stages, touchpoints, emotions, goals, and pain points from the user’s perspective—helping teams understand context, uncover friction, and identify opportunities to improve the experience. (Examples coming soon.)
Message maps
Message maps are strategic tools that organize and align key messages around a central idea or value proposition. They help teams communicate consistently by laying out core messages, supporting points, and proof—tailored for different audiences or channels. Like a compass for communication, a message map keeps everyone on-message, on-brand, and focused on what matters most. (Examples coming soon.)
Personas
Personas are detailed, research-based profiles that represent key segments of your target audience. Each persona captures the goals, behaviors, needs, and pain points of a specific user type—often including name, job role, motivations, and preferred communication styles. They're not real people, but they help teams write, design, and build with real people in mind. (Examples coming soon.)
Search Engine Optimization (SEO)
SEO is a process of choosing relevant keywords, creating clear and engaging content, and ensuring the site’s structure makes it easy for search engines to crawl. Thoughtful, well-researched SEO practices ensure that IU’s websites rise to the top of search results for our key audiences. For example, when a student searches “best environmental science programs in the Midwest,” good SEO puts our schools of public health front and center, attracting the right students organically.
Site steward
A site steward is the person responsible for maintaining the clarity, consistency, and strategic alignment of a website’s content over time. They ensure pages stay accurate, user-focused, on-brand, and aligned with IU’s goals and may serve as the bridge between writers, designers, developers, and stakeholders.