Content Strategy 101 | Workshop at NAGW 2013, Louisville, KY
Content strategy 101
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Transcript of Content strategy 101
Content Strategy 101
What is web content?
• Web content is the textual, visual or aural content that is encountered as part of user experience on websites.
So what is content strategy?
So what is content strategy?
• Definition: plans for the creation, delivery and governance of useful, usable content.
In other words…
• What is the content? • Who is curating the content? • Where is it gonna go? • Who will maintain/update it? • How will it look? • The list goes on…
Why is content a challenge?
• We don’t value what content does for us • Content needs structure, process and attention • Content is massive, political and time-consuming • The web is not print
The design and back-end of your site should be built around your content, not the other way around.
Content Strategy is a combination of: • Journalism • PR • Marketing • Web-writing • Design
• Content strategy isn’t only the governance of content on site.
• It’s
• COMMUNICATION STRATEGY
Usability Tests • What works, and what doesn’t?
How many clicks does it take to get to the center?
• Don’t assume what your user/audience wants. • Usability tests aid the cause. • It’s what they want from you, not what you want for
them.
Client Surveys
• Questionnaire • What’s the issue with your site? • What do you want to change? • Representation of what clients need, on paper.
Content Inventory • A site map, sorta • Each and every page of your site organized • Spreadsheet or doc
Looks like this…
• Pay close attention to grammar, details, broken links, etc.
• What works, what doesn’t?
Information Architecture • Layout-wise, kinda the same thing as the content
inventory • You’re organizing the new site. • Determines page count, the heirarchy and what
each page will have exactly.
Clients vs Strategists A Balancing Act
• Client needs vs. audience needs • Mission statements, newsletters, anything with low
page count. • Present good reason to shave those off • Ultimately, stakeholders have the last say, but
always make suggestions. • The job is to determine what works and what
doesn’t.
• Before you know it, you have a functioning IA! • The guide and rubric for designers/developers
• Next client!