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!