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Web ContentDevelopment Process     Best Practices              Arnaud Dasprez - President
Web Content DevelopmentBest Practices                                          Tools and Organizational    HexaGroup Overv...
HexaGroup Overview
Web Content DevelopmentBest Practices                                          Tools and organizational    HexaGroup Overv...
Best Practices – It’s all about Content                                     The Raw Material                              ...
Website Development ProcessInformation Design – The Blue Print  Marketing audit, competitive analysis,  wireframes, flowch...
Information Design
Information Design
Information Design
Information Design
Information DesignDELIVERABLES Website analysis and recommendation document Site structure Site wireframes SEO Phase1 Cont...
Content DevelopmentCONSOLIDATE CONTENT Specific identification of content sources and types Creation of content matrices G...
Content DevelopmentCREATION & FINALIZATION Drafts / reviews SEO LocalizationDELIVERABLES Page-by-page content Messaging Gr...
Visual DesignKEY ELEMENTS Understand corporate standards (or the lack of) Absorb client likes and dislikes Consistency Div...
Visual DesignDELIVERABLES Graphic files: Photoshop PSD, Flash FLA, Illustrator AI, etc… Website visual guidelines HTML tem...
Technical ImplementationREQUIREMENT SPECIFICATIONS Content management requirements / workflow IT Architecture: Existing / ...
Technical ImplementationPOPULATE Migrate content from existing site Input new content Integrate syndicated contentTESTCOMM...
Promotion / Search Engine MarketingSEO    PPC Apply all elements of ID and CD phases • On page optimization • Search engin...
Governance
Web Content Development Process - SummaryInformation Design – Strategy  Marketing audit, competitive analysis,  wireframes...
Web Content DevelopmentBest Practices                                          Tools and organizational    HexaGroup Overv...
Digital Marketing Tools Content Management System CRM Event Management PPC Online media Social Media Management Presentati...
Organizational Changes - Past  MARKETING               IT  Strategy                Technical Implementation  Content      ...
Organizational Changes – Present and Future  Digital Team                       Outsource  Strategy Coordination          ...
TAKE HOME   • It’s all about CONTENT   • Do not under-estimate any of the 6     steps   • Understand the skill set necessa...
Web Content Development Process - Best Practices
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Web Content Development Process - Best Practices

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  1. 1. Web ContentDevelopment Process Best Practices Arnaud Dasprez - President
  2. 2. Web Content DevelopmentBest Practices Tools and Organizational HexaGroup Overview Best Practices Changes
  3. 3. HexaGroup Overview
  4. 4. Web Content DevelopmentBest Practices Tools and organizational HexaGroup Overview Best practices changesContent6 phases of web content development
  5. 5. Best Practices – It’s all about Content The Raw Material Information Design, Instructional Design, Research, Script and Storyboarding, Technical and Creative WritingWho, What, Why and When HowResearch, Consulting, Audits, Print, Multimedia, Web, Software,Benchmarking, Focus Groups Games, Video, Mobile app, FaceBook, CBT Keeping The Message Making the Content Available Current & Consistent Maintenance, Hosting, IT Architecture, Updates, Content Management Printing, Replication, Policies and Procedures Live Broadcast, Webinars, LMS Spreading the Message Advertising, Online Marketing, PR, Social Media
  6. 6. Website Development ProcessInformation Design – The Blue Print Marketing audit, competitive analysis, wireframes, flowchartsContent Development – The Raw Material Content gathering, writing, aggregating, licensing. UGCVisual Design – User InterfaceInterface design, web design guidelinesTechnical Implementation – The Platform Customize architecture for high-end functionalitiesSearch Engine Marketing – Promotion Enhance competitive edge through search engine optimized best practicesWeb Governance – Keeping the WordPrevent communication breakdown
  7. 7. Information Design
  8. 8. Information Design
  9. 9. Information Design
  10. 10. Information Design
  11. 11. Information DesignDELIVERABLES Website analysis and recommendation document Site structure Site wireframes SEO Phase1 Content development requirements
  12. 12. Content DevelopmentCONSOLIDATE CONTENT Specific identification of content sources and types Creation of content matrices Gathering of all original source materials Sorting of existing content by section and rolesASSIGN ROLES Finalize development timeline Assign content development / licensing roles Make arrangements to interview SME Special content development – Multimedia/video
  13. 13. Content DevelopmentCREATION & FINALIZATION Drafts / reviews SEO LocalizationDELIVERABLES Page-by-page content Messaging Graphic / Image for each page Multimedia content (audio / video / animation)
  14. 14. Visual DesignKEY ELEMENTS Understand corporate standards (or the lack of) Absorb client likes and dislikes Consistency Diversity Always review designs in web formats Extend approved interface to all possible scenarios
  15. 15. Visual DesignDELIVERABLES Graphic files: Photoshop PSD, Flash FLA, Illustrator AI, etc… Website visual guidelines HTML templates Functionality document (Hybrid)
  16. 16. Technical ImplementationREQUIREMENT SPECIFICATIONS Content management requirements / workflow IT Architecture: Existing / Future Integration requirementsSELECTIMPLEMENT / INTEGRATE Configure selected CMS system Implement visual designs Perform integration and customization tasks
  17. 17. Technical ImplementationPOPULATE Migrate content from existing site Input new content Integrate syndicated contentTESTCOMMISSION / GO LIVE Documentation / Documentation / Documentation User / Admin / Developer manuals
  18. 18. Promotion / Search Engine MarketingSEO PPC Apply all elements of ID and CD phases • On page optimization • Search engine friendly site map • Website registration Review SEO positioning after 1 month of launch Ongoing SEO • Competitive Analysis • Keyword research • Content Development • Tracking
  19. 19. Governance
  20. 20. Web Content Development Process - SummaryInformation Design – Strategy Marketing audit, competitive analysis, wireframes, flowchartsContent Development – The Raw Material Content gathering, writing, aggregating, licensing. UGCVisual Design – User InterfaceInterface design, web design guidelinesTechnical Implementation – The Platform Customize architecture for high-end functionalitiesSearch Engine Marketing – Promotion Enhance competitive edge through search engine optimized best practicesWeb Governance – Keeping the WordPrevent communication breakdown
  21. 21. Web Content DevelopmentBest Practices Tools and organizational HexaGroup Overview Best practices changesDigital ToolsOrganizational Changes
  22. 22. Digital Marketing Tools Content Management System CRM Event Management PPC Online media Social Media Management Presentation Management
  23. 23. Organizational Changes - Past MARKETING IT Strategy Technical Implementation Content Governance (or lack of) Visual Analytics Promotion Website Architecture Web Strategy Slow or no coordination Rising frustrations No KPIs – only analytics Static
  24. 24. Organizational Changes – Present and Future Digital Team Outsource Strategy Coordination No Architecture Both Graphics Main interface / Multimedia Content Technical / Specialized Coding Functionality coding Social Media Best practices / Platforms Online Advertising Platforms SEO No PPC Platforms IT responsibiilty back to core business KPI driven strategies Dynamic
  25. 25. TAKE HOME • It’s all about CONTENT • Do not under-estimate any of the 6 steps • Understand the skill set necessary to perform each of the step • Collaborate

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