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Content Strategy 101
What is web content?•  Web content is the textual, visual or aural content   that is encountered as part of user experienc...
So what is contentstrategy?
So what is content  strategy?•  Definition: plans for the creation, delivery and   governance of useful, usable content.
In other words…
•    What is the content?•    Who is curating the content?•    Where is it gonna go?•    Who will maintain/update it?•    ...
Why is content achallenge?•    We don’t value what content does for us•    Content needs structure, process and attention•...
The design and back-end of your site should bebuilt around your content, not the other wayaround.
Content Strategy is a combination of:•  Journalism•  PR•  Marketing•  Web-writing•  Design
•  Content strategy isn’t only the governance of   content on site.
•  It’s• COMMUNICATION    STRATEGY
Usability Tests•  What works, and what doesn’t?
How many clicks does it taketo get to the center?
•  Don’t assume what your user/audience wants.•  Usability tests aid the cause.•  It’s what they want from you, not what y...
Client Surveys•    Questionnaire•    What’s the issue with your site?•    What do you want to change?•    Representation o...
Content Inventory•  A site map, sorta•  Each and every page of your site organized•  Spreadsheet or doc
Looks like this…
•  Pay close attention to grammar, details, broken   links, etc.•  What works, what doesn’t?
Information Architecture•  Layout-wise, kinda the same thing as the content   inventory•  You’re organizing the new site.•...
Clients vs StrategistsA Balancing Act
•  Client needs vs. audience needs•  Mission statements, newsletters, anything with low   page count.•  Present good reaso...
•  Before you know it, you have a functioning IA!•  The guide and rubric for designers/developers
•  Next client!
Content strategy 101
Content strategy 101
Content strategy 101
Content strategy 101
Content strategy 101
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Content strategy 101

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Content strategy 101

  1. 1. Content Strategy 101
  2. 2. What is web content?•  Web content is the textual, visual or aural content that is encountered as part of user experience on websites.
  3. 3. So what is contentstrategy?
  4. 4. So what is content strategy?•  Definition: plans for the creation, delivery and governance of useful, usable content.
  5. 5. In other words…
  6. 6. •  What is the content?•  Who is curating the content?•  Where is it gonna go?•  Who will maintain/update it?•  How will it look?•  The list goes on…
  7. 7. Why is content achallenge?•  We don’t value what content does for us•  Content needs structure, process and attention•  Content is massive, political and time-consuming•  The web is not print
  8. 8. The design and back-end of your site should bebuilt around your content, not the other wayaround.
  9. 9. Content Strategy is a combination of:•  Journalism•  PR•  Marketing•  Web-writing•  Design
  10. 10. •  Content strategy isn’t only the governance of content on site.
  11. 11. •  It’s• COMMUNICATION STRATEGY
  12. 12. Usability Tests•  What works, and what doesn’t?
  13. 13. How many clicks does it taketo get to the center?
  14. 14. •  Don’t assume what your user/audience wants.•  Usability tests aid the cause.•  It’s what they want from you, not what you want for them.
  15. 15. Client Surveys•  Questionnaire•  What’s the issue with your site?•  What do you want to change?•  Representation of what clients need, on paper.
  16. 16. Content Inventory•  A site map, sorta•  Each and every page of your site organized•  Spreadsheet or doc
  17. 17. Looks like this…
  18. 18. •  Pay close attention to grammar, details, broken links, etc.•  What works, what doesn’t?
  19. 19. Information Architecture•  Layout-wise, kinda the same thing as the content inventory•  You’re organizing the new site.•  Determines page count, the heirarchy and what each page will have exactly.
  20. 20. Clients vs StrategistsA Balancing Act
  21. 21. •  Client needs vs. audience needs•  Mission statements, newsletters, anything with low page count.•  Present good reason to shave those off•  Ultimately, stakeholders have the last say, but always make suggestions.•  The job is to determine what works and what doesn’t.
  22. 22. •  Before you know it, you have a functioning IA!•  The guide and rubric for designers/developers
  23. 23. •  Next client!

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