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The document discusses the importance of content strategy and good content qualities. It defines content strategy as planning for the creation, publication, and governance of useful and usable content. It notes that websites grow beyond just one page so they need a content plan. Good content qualities include being relevant, actionable, user-centered, clear, consistent, concise, and supported. The document provides examples and tips for each quality.

Technology Design

Lorem Ipsum Dolor?
Yep, you need content strategy

April 4, 2012

Today’s Presenter

Courtney Clark
Content Strategy Lead
Forum One Communications

Defined
Content Strategy plans for the
creation, publication, and
governance of useful usable
content.

- Kristina Halvorson
author of Content
Strategy for the Web

Websites Grow
Cookie monster doesn’t have just one
cookie.

Your website is not just one page.

It sounds obvious, but we forget.

It’s important!
Content is what users are looking for
when they visit your site.

It’s influential!
Content can build credibility, influence behavior,
and cement relationships.

Good Content Quals
 Relevant
 Actionable
 User-centered
 Clear
 Consistent
 Concise
 Supported

http://www.alistapart.com/articles/a-checklist-for-content-work/

Relevant
 Are you in the right place, talking to the right people, about
the right stuff?
 Is this content relevant to our business goals, users, context
 Is this written for the right audience?
 Is the content on the right page?

Actionable
 What is the purpose of this content?
 What action do you want users to take?

User-Centered
 What is your user’s mindset?
 What does the user want to accomplish?
 Are you helping him/her?

Clear
 Can a user read this content?
 Can a user understand it?
 Are you using terms the user already knows?

Consistent
 Are you using the style guide?
 Are you using terms consistently?
 Is the tone consistent?
 Is the message consistent?

Concise
 Can you say this in one sentence instead of a paragraph?
 Do you get to the point in the first sentence?
 Did you give the overview before the long report?

Actionable
Concise
• What is the purpose of this content?
• What action do you want users to take?

Supported
 What’s the plan after this content is published?
 Is it time sensitive?
 Who will update it?
 Does it need to be archived?
 Do you have the resources to support it?

Web Writing Tips
 Use short, direct sentences

 Use bullets and numbered
lists when appropriate

 Use styles for headings and
links

Resources
Books, Websites, Conferences, etc.

http://www.forumone.com/blogs/post/content-
strategy-resources

This document discusses the importance of content strategy and provides guidelines for creating good content. It defines content strategy as planning for the creation, publication, and governance of useful and usable content. It notes that websites contain more than just one page, so a plan is needed. Good content is relevant, actionable, user-centered, clear, consistent, concise, and supported. The document provides examples and questions to consider for each of these qualities and recommends writing content using short sentences, lists, and styles.

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