"Every piece of knowledge must have a single, unambiguous, authoritative representation within a system."

Sound familiar? It’s a basic principle used by software developers called “Don’t Repeat Yourself” (or simply DRY), which I feel has many implications that can be directly translated to the world of interface design.

When it comes to buzzwords in our industry, few have grown in popularity as much as ‘content strategy’ or ‘content marketing’ have in the last little while. The reason being that the role of content is either misunderstood or comes as an afterthought in the early stages of product development. Often, the individuals responsible for content aren't directly involved in the process, where it's either handed off to a separate marketing team or a freelance copywriter.

But, the right product owners know that content strategy is the nugget to be cracked to ensure the overall product experience is seamless and enjoyable.