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Even small web projects need a content strategy


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Even small web projects need a content strategy

  1. 1. Even small web projects need a content strategy<br />Jason Samuels, NCFR Technology Manager<br />July 20, 2010<br />
  2. 2. National Council on Family Relations<br />Founded in 1938<br />Premier professional association for the multidisciplinary understanding of families<br />NCFR Website<br />Launched in 2006<br />Organization re-branded in 2008<br />Branding bolted on to website in 2009<br />Website redesign in progress (early-2011)<br />2<br />
  3. 3. NCFR Website Banner (old)<br />3<br />Original website design included a banner graphic<br />
  4. 4. NCFR Website Banner (new)<br />4<br />After applying new graphic standards, this space was empty<br />
  5. 5. A Flash animation to fill the gap!<br />5<br />
  6. 6. Good idea, but…<br />No idea how much work it would take<br />Unprepared for affirmative response from members we asked (82 of 85 said yes!)<br />No plan for long-term maintenance<br />In short .. no content strategy<br />6<br />
  7. 7. A crash course in Flash animation<br />Original idea was to have pictures fading in and out, replacing each other until the final fade out to “We are NCFR”<br />Used 50 high resolution photos<br />It was slick, beautiful, and a 12MB file<br />Start over from scratch, resize the pictures first, use only enough to fill the space<br />7<br />
  8. 8. An inclusive solution<br />8<br />Ten different versions – each contains 16 photos.<br />A scheduled task on the server rotates the banner file every 15 minutes.<br />(Each file = 60-70KB)<br />
  9. 9. Maintenance issues<br />The week it launched, two members requested we use a different picture<br />No mechanism in place to ensure featured members are current on their dues<br />Flash animation is labor intensive – changing one picture requires multiple edits in the animation path. If that affects the picture next to it, workload snowballs<br />9<br />
  10. 10. How content strategy could have helped<br />Articulate a purpose for the animation and how it furthers the NCFR brand<br />Plan for the resources needed to create and maintain<br />Set guidelines for what members are featured and how often it gets updated<br />10<br />
  11. 11. It goes to show that content strategy isn’t just for large projects, and doesn’t need to be complicated<br />11<br />
  12. 12. Four simple considerations<br />Key Objectives<br />Content Owner<br />Technology/Publishing Implications<br />Maintenance Implications<br />12<br />
  13. 13. A baseline content strategy<br />Key Objectives<br />Make NCFR homepage more attractive, foster engagement of organization members by featuring them<br />Content owner<br />Marketing & Public Affairs Depts. determine who is featured<br />Technology Dept. does the technical work to make it happen<br />Technology/Publishing Implications<br />Animation file size must be small enough to not affect homepage performance<br />Maintenance Implications<br />Need a mechanism to verify member status<br />4 hours of work every 3-6 months to update<br />13<br />