Hello. <br />I’m Ellen de Vries.<br />@eldevri on Twitter.<br />
A website is 							not just for 							Christmas.                           <br />
 <br />Prevention is less expensive than cure<br />
Dog / website ailments:<br /><ul><li>It eats £1000s of your money and demands lots of your time
It’s untrained and badly groomed
It sits lifelessly and ignored in the back garden
No-one wants to take responsibility for looking after it</li></li></ul><li>What is good content?<br /><ul><li>Relevant to ...
It supports your brand and tone of voice
Well curated </li></li></ul><li>Who is responsible?<br /><ul><li>Anchor (wo)man
Curator
Editor</li></li></ul><li>2. Establish objectives <br /><ul><li>What do you want to the site to achieve?
Importance versus feasibility
Keep the ‘wouldn’t it be cool if…’ stuff for later</li></li></ul><li>Importance.<br />Feasibility.<br />
3. Audit and research<br /><ul><li>Research competitors
Work out what’s changing and whatstays
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Wp friday content_strategypresentationv4

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Content Strat

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  • Thank youA little bit about me.I do copywriting, branding, content strategy, training and I sometimes run content teams Someof the most well known companies I’ve done content strategy with include: The Ethical Tea Partnership
  • Just so you know who I am.These are some of the companies I’ve worked with.I’m often called in to do rebrands, I work with agencies too.I’m a Copywriter, Content Strategist, Copy Trainer editor.Some of the most well known companies I’ve done content strategy with include: The Ethical Tea Partnership and Fitness First, Branding with YMCA Training. Web agencies in Brighton.
  • The whole point of this talk is that content comes first.You need a strategy for how you’re going to cope with the living beast of your website.If you get a new dog you have to get it a kennel and work out who’s going to walk it feed it etc. Same thing with a website.Ask the audience? What could go wrong with a website?It needs looking after. Now is the time to think about that. I deal with websites that are malnourished and sick all the timeWhat kinds of things can go wrong when you’re building a website?Content needs to be the start and the end of your process. We’re going to take a look at that process.No use designing the book jacket and then filling it with book.No use having a mobile phone without anyone to call or reasons to own it.Who here has a company with between 1 and 10 employeesWho here has a company with 20 employees or moreWho has a company with a marketing department.Ok here we’re talking about Content Strategy on the Smallest scale – the basics. But if you have a big company with lots of content, membership, levels of entry to your content. Then I guess the metaphor would be a pack of dogs.
  • A website is a living breathing thing that needs looking after.So I’m here to tell you that you need to start with content. Content is king. It rules the household so you need to be firm with it.
  • I’m here to save you from creating an unhealthy beast.I’ve seen a lot of malnourished websites that never come to fruition.
  • What is good content?Relevant Information Architecture: Titles and structureCopy that supports your brand and tone of voiceRelevant dynamic content: News, updates, blogsVideos that are well produced and support your brandGuides that are relevant to your customersUser generated content that’s well curatedCampaigns that support your brand/ marketing strategyPictures, photos and diagrams that support your copyI could go on for hours about what good content is:But the big thing is RELEVANCE. SUPPORT YOUR BRAND.We’ll talk more about how to keep things relevant later.If you’re a train site – you need to give your audiences timetables and booking possibilities, not just information about trains. You don’t start with your history.You’ve got to think about real estate of the page.
  • A single person who has sign offA single person for editing A single person to keep momentumA single person who asks why
  • Some example objectives:You want to spend less time on the phone explaining things to customers – so give them an FAQYou want the site to drive businessYou want to be an information serviceYou want to connect volunteersYou want to spend more time on the phone to customers – so give them a phone number on every pageSuggest a graph with postit notes.
  • Some of the most well known companies I’ve done content strategy with include: The Ethical Tea Partnership
  • KIT BAG 1This prevents the disastrous effect of:The website takes too much timeToo many cooksKeeping everything relevant
  • One way to do this is with the time capsule activity: If you were to put a description of your company in a time capsule to be discovered years hence how would it read ‘ Ladies computer bags limited gave women a new sense identity in the workplace, finally laptop bags were made more feminine without being 90’s pink or blingy’Look at your research and work out where your competitors are missing a trick. What would your Company disintegrate without? It can be tempting to go with trustworthy, accountable – but are your clients really going to care? Think about more interesting vocabulary: Nimble fingered Light heartedPixel perfectionists
  • MessagingRead my blog post.
  • Check back with your branding, messaging, objectives
  • Content needs to be the start and the end of your process. You need to make sure your copy has a workflow: you need some established ways to keep track.If you’ve got a massive website you need to be sure that you’re covering all the bases.You can keep track of content with a spreadsheet.
  • Wp friday content_strategypresentationv4

    1. 1.
    2. 2. Hello. <br />I’m Ellen de Vries.<br />@eldevri on Twitter.<br />
    3. 3.
    4. 4. A website is not just for Christmas. <br />
    5. 5.  <br />Prevention is less expensive than cure<br />
    6. 6. Dog / website ailments:<br /><ul><li>It eats £1000s of your money and demands lots of your time
    7. 7. It’s untrained and badly groomed
    8. 8. It sits lifelessly and ignored in the back garden
    9. 9. No-one wants to take responsibility for looking after it</li></li></ul><li>What is good content?<br /><ul><li>Relevant to audience and context
    10. 10. It supports your brand and tone of voice
    11. 11. Well curated </li></li></ul><li>Who is responsible?<br /><ul><li>Anchor (wo)man
    12. 12. Curator
    13. 13. Editor</li></li></ul><li>2. Establish objectives <br /><ul><li>What do you want to the site to achieve?
    14. 14. Importance versus feasibility
    15. 15. Keep the ‘wouldn’t it be cool if…’ stuff for later</li></li></ul><li>Importance.<br />Feasibility.<br />
    16. 16. 3. Audit and research<br /><ul><li>Research competitors
    17. 17. Work out what’s changing and whatstays
    18. 18. If you’re into Search Engine Optimisation do research now </li></li></ul><li>4. Branding<br /><ul><li>Who are you? In a nutshell.
    19. 19. What makes you different?
    20. 20. What do you believe in? Don’t be boring.
    21. 21. Establish a tone of voice.</li></li></ul><li>5 . Messaging<br /><ul><li>Who are your audiences?
    22. 22. What problems do they need solving?
    23. 23. How do you make things all better?
    24. 24. What do you want your reader to do next?</li></li></ul><li>6. Create<br /><ul><li>Create an information architecture (and site map)
    25. 25. Create a schedule for content makers and writers
    26. 26. Don’t forget tagging and metadata</li></li></ul><li>7. Ongoing workflow<br /><ul><li>Edit edit edit edit edit
    27. 27. Keep track of expiring content
    28. 28. Aschedule for keeping content fresh
    29. 29. Think about your distribution channels
    30. 30. Keep a spreadsheetfor your QA</li></li></ul><li> As time goes by…you need to feed and groom it.<br />
    31. 31. Thanks for listening.<br />Ellen de Vries <br />ellen@thecopyhouse.net<br />Twitter: @eldevri<br />

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