Content Strategy &
Project Phase Overview
Advantages
Staffing a Content Strategist to a project ensures tremendous
advantages in each phase of development. The Cont...
DISCOVER PHASE
Customer
Insight

Content
Analysis

#1

1. Need/ASK

2. Analysis
•

Interact with clients to
determine busi...
DEFINE PHASE
Content
Strategy &
Approach

Site
Structure

#1

1. Identification

2. Development

•

•

Identify content ga...
DELIVER / BUILD PHASE
UI Design

Branding &
Design

#1

1. Need/ASK
•
•

Design conversion
processes
Develop highfidelity ...
DELIVERY PHASE
UI
Development

HTML Build

#1

1. Need
•

•
•

2. Build
•

Production of UI
graphic elements,
CTAs, widget...
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Methodology project_phase_outline_sb102313

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Phased approach / methodology for content, ux, design and technology teams

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Methodology project_phase_outline_sb102313

  1. 1. Content Strategy & Project Phase Overview
  2. 2. Advantages Staffing a Content Strategist to a project ensures tremendous advantages in each phase of development. The Content Strategist: Organizes content so that the content can be used in measurable ways Ensures that content is on‐brand, engaging, targeted to the right audience, and has a timely publishing frequency Optimizes search results Speeds up the content production workflow Makes maintenance easier, which increases accuracy and completeness, while reducing costs
  3. 3. DISCOVER PHASE Customer Insight Content Analysis #1 1. Need/ASK 2. Analysis • Interact with clients to determine business needs, user needs objectives, goals, to create a roadmap / strategic plan for the project. • • Activities Related Deliverables Personas (UX and CS) High level use cases (UX) Target Audience Segmentation (Strategy, UX, CS) Non-functional requirements • Inventory existing content Interview stakeholders Analyze consumer feedback from key touch points (.com, social) Content Inventory & Audit #3 Technology 3. Measurement • • Activities • • Think tanks • Surveys • Kick-off mtgs (internal & client) • Focus gorups • Competitive analysis • Audits • Asset collection and identification • Review marketing collateral, branding standards • Analyze digital stats Goals & Metrics #2 Create business goals /requirements Identify competitors Record technology “readiness” and scope Establish success metrics 4. Assessment • Document high level functional requirements for application integration • Web analytics capability review • Evaluate supporting system readiness (CMS) Activities • Collect high-level business goals and requirements • High-level nonfunctional requirements Activities • Collect dev environment needs, staging needs • Understand brand value proposition to prospects and key differentiators • Translate and extend brand understanding online Activities Define branding unique selling points and brand equity Software needs Outside vendor needs • 5. Review Licensing • Content Inventory & Audit Content requirements Content Brief • • Related Deliverables Brand Review #4 Dependencies Related Deliverables Related Deliverables Related Deliverables Requirements review, project timeline, project scope • Creative Brief – for design, development, UX, content teams Technology gap assessment • Integration requirements • Analytics assessment • Technical interface
  4. 4. DEFINE PHASE Content Strategy & Approach Site Structure #1 1. Identification 2. Development • • Identify content gaps and opportunities • Define overall content strategy vision and approach • Create content labeling (taxonomy) • Develop site hierarchy • • Activities • Discuss site hierarchy, goals, roadmap High-level interface design #3 3. Measurement • Activities • Template count and wireframe review • Validate that project deliverables are as expected internally and with client SEO & Analytics #2 Develop SEO framework Define analytics against business goals Understand KPIs Establish KPI approach Activities • Collect high-level business goals and requirements • High-level nonfunctional requirements Technology Framework #4 4. Assessment • Create initial user interface wireframes or schematics for homepage and subpages 5. Review • Scope project for audience, users, security, navigation, language requirements and templates Activities Activities Establish user flow and hierarchy of interior pages Define responsibilities – in content creation process and development approach Discuss templates and wireframes and CMS requirements Define current technology required to support, populate and serve the web / presence Initial training approach Establish content roles – admin, edit, approve Related Deliverables • • Content Strategy Brief Content Tables Related Deliverables • • High-level site structure Sitemap Related Deliverables Requirements review, project timeline, project scope Related Deliverables High-level wireframes and template count Detailed use-case, scenario flows, requirements Related Deliverables • Technical requirements • Content Management Definition and Resources • Communication Plan
  5. 5. DELIVER / BUILD PHASE UI Design Branding & Design #1 1. Need/ASK • • Design conversion processes Develop highfidelity wireframes Content Authoring #2 2. Analysis • • • 3. Production • Look and feel comps Concept development Programming and testing • • Activities Activities • Establish site wide global styles based off concepts • Review visual design concepts • Functional / Technical #3 Produce content outlined in Page inventory Prepare existing or legacy content Plan for content migration, if needed 4. Assessment • Design page and search layouts • Test performance projected peak traffic server/application load times Activities • Detailed Page Inventory • Detailed Page Tables, if available • Content Migration Plan 5. Test • Identify critical aspects of user experience • Develop targeted prototype approach • Create prototype for usability testing • Develop testing strategy Activities Integrate & enhance customer’s brand positioning • Detailed sitemap Prototype / Usability #4 • Technical proof of concepts, if needed and security migration • Activities • Create testing scenarios Migration Strategy • Identify and recruit testing participants • Related Deliverables Detailed wireframes Related Deliverables • • • • Design concepts Style Guide Messaging Architecture Message Maps Conduct tests • Develop usability recommendations Related Deliverables Related Deliverables Related Deliverables • • • • • • Editorial Style Guide Editorial Calendar – Publishing plan for all channels • List of repurposed legacy content Technical architecture design • Technical interface finalize Functional prototype Iterative usability updates, usability testing strategy • Usability recommendations • Refined Design
  6. 6. DELIVERY PHASE UI Development HTML Build #1 1. Need • • • 2. Build • Production of UI graphic elements, CTAs, widgets, controls, etc Formatting for consistency Development environments • • Activities Related Deliverables • • Personas (UX and CS) High level use cases (UX) • Target Audience Segmentation (Strategy, UX, CS) • Non-functional requirements #3 QA Testing 3. Migrate • Create Site Structure Programming Frequent iteration and review with user experience designers Activities • • Think tanks • Surveys • Kick-off mtgs (internal & client) • Focus gorups • Competitive analysis • Audits • Asset collection and identification • Review marketing collateral, branding standards • Analyze digital stats Content Migration #2 Finalize new and existing content to be added to content management system, CMS 4. Test Debrief / Post-Mortem • • Develop test plan Test scripts created based on use cases • User acceptance testing • Integration testing • Performance/load testing Activities o Review all activities and discuss project accomplishments, productivity and pitfalls. Activities Activities Create taxonomy, types, objects and templates • Population of subject matter • Create content approval process and governance for workflow • Test scripts, error validation scenarios, broken links, 404s • Execute migration plan • Related Deliverables Related Deliverables Related Deliverables Related Deliverables • • • • • • • • • • Configured Search Configured Workflows Content Matrix Final content prepared for QA and promotion. • Final Editorial calendar Governance plan • Final sales cycle mapped to content Test plan Test scripts QA test plan Bug fix tracker Post-mortem discussion with all teams • Review of project hours and profitability • Document findings • Document project team and roles for awards or recognition purposes • Collect assets for final delivery for marketing purposes Official client handoff Create and define project best practices
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