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Hello.I’m Ellen de Vries.@eldevri on Twitter.
A website isnot just forChristmas.
Preventionis lessexpensivethan cure
Dog / website ailments:•  It eats £1000s of your money and demands lots  of your time•  It’s untrained and badly groomed• ...
What is good content?•  Relevant to audience and context•  It supports your brand and tone of voice•  Well curated
1.  Who is responsible?•  Anchor (wo)man•  Curator•  Editor
2. Establish objectives•  What do you want to the site to achieve?•  Importance versus feasibility•  Keep the ‘wouldn’t it...
Importance.              Feasibility.
3. Audit and research•  Research competitors•  Work out what’s changing and what stays•  If you’re into Search Engine Opti...
4. Branding•    Who are you? In a nutshell.•    What makes you different?•    What do you believe in? Don’t be boring.•   ...
5 . Messaging•    Who are your audiences?•    What problems do they need solving?•    How do you make things all better?• ...
6. Create•  Create an information architecture (and   site map)•  Create a schedule for content makers and   writers•  Don...
7. Ongoing workflow•    Edit edit edit edit edit•    Keep track of expiring content•    A schedule for keeping content fre...
As time goesby… youneed to feedand groom it.
Thanks for listening.Ellen de Vriesellen@thecopyhouse.netTwitter: @eldevri
Content Strategy Made Easy
Content Strategy Made Easy
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Content Strategy Made Easy

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Content Strategy Made Easy

  1. 1. Hello.I’m Ellen de Vries.@eldevri on Twitter.
  2. 2. A website isnot just forChristmas.
  3. 3. Preventionis lessexpensivethan cure
  4. 4. Dog / website ailments:•  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
  5. 5. What is good content?•  Relevant to audience and context•  It supports your brand and tone of voice•  Well curated
  6. 6. 1.  Who is responsible?•  Anchor (wo)man•  Curator•  Editor
  7. 7. 2. Establish objectives•  What do you want to the site to achieve?•  Importance versus feasibility•  Keep the ‘wouldn’t it be cool if…’ stuff for later
  8. 8. Importance. Feasibility.
  9. 9. 3. Audit and research•  Research competitors•  Work out what’s changing and what stays•  If you’re into Search Engine Optimisation do research now
  10. 10. 4. Branding•  Who are you? In a nutshell.•  What makes you different?•  What do you believe in? Don’t be boring.•  Establish a tone of voice.
  11. 11. 5 . Messaging•  Who are your audiences?•  What problems do they need solving?•  How do you make things all better?•  What do you want your reader to do next?
  12. 12. 6. Create•  Create an information architecture (and site map)•  Create a schedule for content makers and writers•  Don’t forget tagging and metadata
  13. 13. 7. Ongoing workflow•  Edit edit edit edit edit•  Keep track of expiring content•  A schedule for keeping content fresh•  Think about your distribution channels•  Keep a spreadsheet for your QA
  14. 14. As time goesby… youneed to feedand groom it.
  15. 15. Thanks for listening.Ellen de Vriesellen@thecopyhouse.netTwitter: @eldevri

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