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How to plan for content during website redesigns

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Originally presented at a GatherContent webinar on September 7, 2017.

* Wait, shouldn't we be avoiding redesigns?
* Old *and* new content / forklift *and* nuclear
* Weak and strong inventory approaches
* Estimating effort levels
* Global and large digital presence rollouts

Published in: Internet
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How to plan for content during website redesigns

  1. 1. how to plan for content during website redesigns
  2. 2. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com Wait, shouldn’t we be avoiding redesigns? 2
  3. 3. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 3
  4. 4. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 4 but…
  5. 5. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com We should extend the gap between redesigns as much as possible. 5
  6. 6. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 6
  7. 7. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 7 Use a one-off checklist hobbs.direct/report-microsite-checklist
  8. 8. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 8 Many problems are broad page section whole site we are usually focused narrowly but critical problems are here
  9. 9. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 9
  10. 10. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 10
  11. 11. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 11 We want brand new content Why relevant • Need to think outside the current mindset • There are certainly blatant problems you should resolve • Want to reset for higher standards going forward • Hard to imagine how to improve things without gutting
  12. 12. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 12 We have existing content Why relevant • You are starting from somewhere • You don’t want to repeat your mistakes • Except for small sites, a complete rewrite is probably unrealistic • There are almost certainly pockets of good content • Redirects
  13. 13. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 13 Old New or
  14. 14. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 14 Forklift Nuclear or http://hobbs.direct/beyond
  15. 15. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 15 toss integrate move as is change format rewrite brand new restructure
  16. 16. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 16 Old New
  17. 17. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 17 Understand what we have Define where we are headed Define how we get there
  18. 18. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 18 Inventory Structure, quality, vision. Buckets, dispositions, estimates
  19. 19. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 19
  20. 20. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com Inventories are interesting! 20
  21. 21. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 21
  22. 22. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 22
  23. 23. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 23
  24. 24. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 24
  25. 25. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com Sources of data • View • Origin • Usage • Intent 25 http://hobbs.direct/rethink-sources
  26. 26. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com Sources of data • View • Origin • Usage • Intent 26 Applying the data • Add • Merge • Scrape • Override X
  27. 27. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 27 Apply rules metadata → bucket bucket → disposition http://hobbs.direct/panning-gold
  28. 28. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 28
  29. 29. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 29
  30. 30. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 30 toss integrate move as is change format rewrite brand new restructure
  31. 31. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 31 Rules, low tech
  32. 32. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 32http://hobbs.direct/random
  33. 33. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 33
  34. 34. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 34 An inventory is an EXPLORATION You should be able to: • ask new questions • consume new information • use the inventory over time http://hobbs.direct/rethink-exploration
  35. 35. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com All discussions should center on quality 35http://hobbs.direct/quality-migration
  36. 36. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com Quality impacts other areas 36
  37. 37. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com Quality is grayscale 37
  38. 38. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 38http://hobbs.direct/gap
  39. 39. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 39http://hobbs.direct/gap
  40. 40. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 40http://hobbs.direct/estimate
  41. 41. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 41http://hobbs.direct/estimate
  42. 42. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 42http://hobbs.direct/estimate
  43. 43. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 43 http://hobbs.direct/estimation-sheet
  44. 44. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com Global & large rollouts: bucket by type of site 44
  45. 45. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 45
  46. 46. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 46 If you only do four things: 1. Use a checklist to try stopping one-offs now. 2. Be creative in assigning dispositions (NOT just forklift or brand new). 3. Attempt to use rules to assign dispositions (NOT just page-by- page). 4. Estimate effort level — not that it will be accurate but simply to drive strong discussions.

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