ellen devries at wp-brighton 2011 - content strategy
TRANSCRIPT
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Hello.
I’m Ellen de Vries.@eldevri on Twitter.
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A website is not just for
Christmas.
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Prevention is less expensive than cure
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Dog / website ailments:
•It eats £1000s and demands lots of your
time
•It’s untrained and badly groomed
•It sits lifelessly and ignored in the back
garden
•No-one wants to take responsibility for it
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What is good content?
•Relevant to audience and context
•It supports your brand and tone of voice
•Well curated
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1. Who is responsible?
• Anchor (wo)man
• Curator
• Editor
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2. Establish objectives
•What do you want to the site to achieve?
•Importance versus feasibility •Keep the ‘wouldn’t it be cool if…’ stuff for later
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Feasibility.
Importance.
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3. Audit and research
•Research competitors
•Work out what’s changing and what stays
•If you’re into Search Engine Optimisation do research now
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4. Branding
•Who are you? In a nutshell.•What makes you different?•What do you believe in? Don’t be boring.•Establish a tone of voice.
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5 . Messaging
•Who are your audiences?•What problems do they need solving?•How do you make things all better?•What do you want your reader to do next?
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6. Create•Create an information architecture (and site map)•Create a schedule for content makers and writers•Don’t forget tagging and metadata
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7. Ongoing workflow
•Edit edit edit edit edit•Keep track of expiring content•A schedule for keeping content fresh•Think about your distribution channels•Keep a spreadsheet for your QA
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As time goes by… you need to feed and groom it.