Jun 7, 2011 ... Content strategy. A brief ... When we practice content strategy, we ensure that our
web ... Erin Kissane, The Elements of Content Strategy.
Content strategy A brief introduction
Jenni Taylor, Web Services 7 June 2011
Most web project schedules postpone content development until the eleventh hour. As a result, content quality is often seriously compromised. When we practice content strategy, we ensure that our web content is treated as a valuable business asset, not an afterthought. - Kristina Halvorson, Content Strategy for the Web
The basics… and some problems ● Good content is appropriate ● Good content is useful ● Good content is user-centred ● Good content is clear ● Good content is consistent ● Good content is concise ● Good content is supported
● Content isn’t easy ● Content is an unknown ● Content is political ● Content is time-consuming
What’s the solution? #1 – Do less, not more #2 – Figure out what you have and where it’s coming from #3 – Learn how to listen #4 – Put someone in charge #5 – Start asking ‘why?’
The process 1. Audit 2. Analysis 3. Strategy 4. Categorise 5. Structure 6. Create 7. Revise 8. Revise 9. Revise
1. Approve 2. Tag 3. Format 4. Publish 5. Update 6. Archive
Audit Perhaps the most important part of content strategy is the audit. ● Proves to stakeholders the magnitude of the task! ● Serves as a reference for source/existing content ● Helps you scope the project ● Gives you a clear understanding of what you have, where it lives and how useful it is
Content inventory Click through every page of your site/section and record what you find: ● Title ● Format (standard text, video, PDF etc) ● URL or other location ● Content type (landing page, article, support page, contact page, etc.) ● Owner ● Numbering system Welcome to the spreadsheet…!
Qualitative and quantitative audits Quantitative audit
Qualitative audit
An index of all the content on your site, just the basics, no frills.
Analysis of the quality and effectiveness of the content.
● What do you have? ● How is it organised? ● Who creates it? ● Where does it live?
● What does it say? ● Is it accurate? ● Is it useful? ● Is it used by your audience? ● It is written professionally? ● Is it user-friendly?
Sources ● Erin Kissane, The Elements of Content Strategy ● Kristina Halvorson, Content Strategy for the Web ● The Discipline of Content Strategy, Kristina Halvorson ● Content Strategy: The Philosophy of Data, Rachel Lovinger
