Content StrategyA brief introduction

Jenni Taylor7 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

10. Approve

11. Tag

12. Format

13. Publish

14. Update

15. 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

An index of all the content on your site, just the basics, no frills.

• What do you have?• How is it organised?• Who creates it?• Where does it live?

Qualitative audit

Analysis of the quality and effectiveness of the content.

• 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