I hope you like
Implementing content strategy
on your agency projects
Brought to you by @eaton and @gathercontent
Hi. I’m @eaton!
I’m with Lullabot.
strategy, design, and development
Enterprise Web CMS
1. The planning, development, and
management of content — written or
in other media
2. What content you’re using, where it
goes and when, who uses and
manages it, and why it matters
If your projects succeed,
your’e probably doing
1. Ignoring it
2. Doing it
3. Doing it deliberately
4. Getting paid to do it
‣ 2006: Two web nerds with a dream
‣ Built Drupal sites, then planned them
‣ Training, workshops, consulting
‣ …Then building bigger sites.
‣ 2014: We’re ~50 strong
‣ Devs, designers, strategists,
Five things our team
needs to understand:
‣ The game plan
‣ The inventory
‣ The content model
‣ The presentation model
‣ The workﬂow
The problem the project is trying to solve, the
strategy we think will solve it, the tactics we plan
to use, and the way we’ll measure the results.
Goal Increase the purchase rate on
Strategy Get shoppers to imagine how the
products will ﬁt into their lives.
Tactics Take product action shots around the
ofﬁce, publish several each week.
A list of content resources the client currently
has, whether they’re online, ofﬂine, tucked on a
shared drive, or trapped old Word Docs.
…And what they’ll need to execute the plan.
Oh, the spreadsheets
‣ Content inventories and audits
‣ Current and future publishing channels
‣ Content gap analysis
‣ Many, many, many spreadsheets
…And some spreadsheets
The types of content they’ll need, what
properties they have, how they relate to each
other, and what they should accomplish.
The NAMM Foundation
An awesome nonproﬁt that promotes music
education and recreational music-making.
…And has a site designed a decade ago.
‣ Big dreams, limited budget
‣ Lots of stakeholders
‣ Site had lots of content, no message
‣ Internally focused IA
‣ Limited staff for maintenance
‣ What makes you special?
‣ Who’s your audience?
‣ Why do they care?
‣ What’s your voice?
‣ What’s not working now?
‣ Old fashioned brand
Attribution text and URL go here
Model and map
NAMM Foundation Site
Best Communities Data†
Music Teacher Finder†
Music Merchandiser Finder†
Why Music MResources for Educators
Recruitment and Retention
Tips for Success
Downloadable Teaching Tools
Blog posts for Educators
What We Do
Action Kits and Downloadables
Advocacy Blog Posts
Partner Orgs and other Resources*