Web Content Development Process - Best Practices

Web ContentDevelopment Process Best Practices Arnaud Dasprez - President

Web Content DevelopmentBest Practices Tools and Organizational HexaGroup Overview Best Practices Changes

HexaGroup Overview

Web Content DevelopmentBest Practices Tools and organizational HexaGroup Overview Best practices changesContent6 phases of web content development

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

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

Information Design

Information DesignDELIVERABLES Website analysis and recommendation document Site structure Site wireframes SEO Phase1 Content development requirements

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

Content DevelopmentCREATION & FINALIZATION Drafts / reviews SEO LocalizationDELIVERABLES Page-by-page content Messaging Graphic / Image for each page Multimedia content (audio / video / animation)

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

Visual DesignDELIVERABLES Graphic files: Photoshop PSD, Flash FLA, Illustrator AI, etc… Website visual guidelines HTML templates Functionality document (Hybrid)

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

Technical ImplementationPOPULATE Migrate content from existing site Input new content Integrate syndicated contentTESTCOMMISSION / GO LIVE Documentation / Documentation / Documentation User / Admin / Developer manuals

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

Governance

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

Web Content DevelopmentBest Practices Tools and organizational HexaGroup Overview Best practices changesDigital ToolsOrganizational Changes

Digital Marketing Tools Content Management System CRM Event Management PPC Online media Social Media Management Presentation Management

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

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

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

Web Content Development Process - Best Practices

by arnaud68 on Nov 14, 2011

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Web Content Development Process - Best Practices — Presentation Transcript