CONTENT STRATEGY FOR ONS
An Overview and Ideas for Implementation
Why Content Strategy for ONS?
To align communication across channels so that web
content, print collateral, social media, and internal
knowledge management are working toward the
same goals (in vehicle-appropriate ways)
To ultimately cut time and costs by reducing
redundant or extraneous publishing efforts while
increasing the effectiveness of existing content
Kissane, E. (2011). The elements of content strategy. New York, NY: A Book Apart.
Content Strategy in Plain Text
“Content strategy plans for the
creation, publication, and governance
of useful, usable content.”
-- Kristina Halvorson
CEO, Brain Traffic
The Which and the Why
Content strategy will help ONS
Define which content will be published.
Define why we’re publishing it in the first place.
Content With a Purpose
What is the purpose of your content?
To support a key business objective
To help a user complete a task
Ideally, all published content should do one or both.
Content With a Place
Where will your content go?
Content often must be tailored for different
audiences and different platforms.
Good content offers readers or users what they
need, exactly when they need it, and in the right
Content Spans the Seven Cs
Conception (what is this for?)
Creation (how will we develop it?)
Categorization (how is it organized?)
Confirmation (who will approve it?)
Changes (how will we change it?)
Community (how will it be shared?)
Consumption (how will it be used?)
A Word on Consistency
Consistency doesn’t mean that content will be
presented in the same way across different
Content often has to adapt for the channel it’ll be
consumed in. We just need to do this in a planned,
So What’s the Plan?
For the ONS website,
we’ll plan for content
Web content comes from many places in
Guidelines for voice and tone
Evaluation of purpose
All published web content should follow
a consistent workflow.
Follow the proper channels
Although web content comes from several
sources, someone should be in charge.
Accountable for maintaining the consistency
Responsible for feeding it
Responsible for removing it
What We’ve Got
ONS has lots of current and potential content!
….and much, much more!
Where It Goes
Who Gets It
Nurses giving chemo
Nurses with cancer
Partner groups and their
What Does This Mean for You?
When You Start Your Project
Consider your audience and the various platforms you
want your content to be available on, and use that to
dictate your approach.
During Your Project
Think about versioning your content and adjusting it so it
is suited to each platform and audience.
Use the features of each platform to your advantage.
Ensure all ONS content meets a business need
and/or helps a user.
Enable our highly varied community served to
access ONS content in a variety of ways,
depending on their needs at the time.
Ensure consistency in all content.
Ideas for Discussion
What goals do you and your team have for content
How will this affect the way you approach the way
you develop your next piece of content?
What barriers do you foresee or concerns do you
have regarding content strategy?
Books (and eBooks!)
Halvorson, K. (2010). Content Strategy for the Web. Berkeley, CA: New Riders.
Kissane, E. (2011). The Elements of Content Strategy. New York, NY: A Book
Wroblewski, L. (2011). Mobile First. New York, NY: A Book Apart.
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