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Content strategy on a shoestring budget

by Carrie Dennison on Apr 02, 2011

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Slides from presentation at IA Summit 2011

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Content strategy on a shoestring budget — Presentation Transcript

Content Strategy on a Shoestring Budget
Carrie Hane Dennison
Balance Interactive
carrie.dennison@balanceinteractive.com
Content Strategy on a Shoestring Budget
Carrie Hane Dennison
Content & Usability Director
Balance Interactive
April 3, 2011
IA Summit

Content Strategy
Thinking about content* from the earliest stages of a project through maintenance.
Content = text, images, video, documents, tools, etc.

Websites are like houses
Blueprint = Navigation Scheme
Paint/Décor = Design
Furniture = Content

What are you going to put in this room?

Where to start?
Most used or highest visibility rooms –best furniture
Functional rooms – new, but inexpensive furniture
Rooms no one sees but you –keep your old furniture

Moving Parts

How Much Time Does This Take?
Based on a site with 100-300 pages*
Content Inventory = 2-4 hours
Content Strategy Brief = 8 – 12 hours
Wireframe input = 1 hour
Content Worksheet = 3 – 6 hours
Style Guide = 0.5 hours
Writing = 1.5 – 2.5 hours per page (includes review/edits)
Transfer = 15-20 minutes per page (includes creation of page)
*All depends on size of the project. Time grows exponentially with size of project.

Content Inventory/Audit
Documents what you have and what to do with it
Gives baseline
Provides a way forward

Save on Content Inventory
Have clients do themselves
Divide among departments/stakeholders
Do just an audit of key areas of the site

Content Strategy – Evaluate
Evaluate what is known:
Audience
Be sure you got it right
Use your personas
Current site
Is it scannable, readable, usable, consistent?
Competitors
Good & bad
Copy or get ahead

Content Strategy - Plan

Recommendations
Editorial Process/Calendar
Maintenance
Future initiatives

Save on Strategy Document
Do a shortened, less detailed version
Do a 1-pager summary
Include it in other documents

Content Worksheet

Pay it Forward
Smoother build
Fewer re-dos
Fewer delays

Page Spec Sheets

Save on Spec Sheets

Provide client or departments with template for spec sheets
Do just a few pages
Use cheap labor to enter content in CMS

Have fun storming the castle

Overcome Resistance
Through strategic nagging

Figure Out ROI
What is it for your organization/clients?
Save development time or cost?
Get sites you launched on time?
Something else?

Get Others on Board
Make a plan to include content strategy where you can and grow from there.
How much time will it take and what can you afford?

Thank you! Questions?
Carrie Hane Dennison
Balance Interactive
carrie.dennison@balanceinteractive.com
@carriehd

Content strategy on a shoestring budget

by Carrie Dennison on Apr 02, 2011

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Content strategy on a shoestring budget — Presentation Transcript