The document discusses the 6 phases of web content development: information design, content development, visual design, technical implementation, promotion through search engine marketing, and web governance. It provides details on each phase, including key elements, deliverables, and tools used. It also discusses how organizations have changed their structures in the past by separating marketing, IT, and website responsibilities, and how today's best practice is bringing these together under a coordinated digital team with shared goals and KPIs. The take home message is that content is key, all phases are important, collaboration across skills is needed.

1. Web Content
Development Process
Best Practices
Arnaud Dasprez - President

2. Web Content Development
Best Practices
Tools and Organizational
HexaGroup Overview Best Practices
Changes

3. HexaGroup Overview

4. Web Content Development
Best Practices
Tools and organizational
HexaGroup Overview Best practices
changes
Content
6 phases of web content development

5. Best Practices – It’s all about Content
The Raw Material
Information Design,
Instructional Design, Research,
Script and Storyboarding,
Technical and Creative Writing
Who, What, Why and When How
Research, Consulting, Audits, Print, Multimedia, Web, Software,
Benchmarking, Focus Groups Games, Video, Mobile app, FaceBook,
CBT
Keeping The Message Making the Content Available
Current & Consistent Maintenance, Hosting, IT Architecture,
Updates, Content Management Printing, Replication,
Policies and Procedures Live Broadcast, Webinars, LMS
Spreading the Message
Advertising, Online
Marketing, PR, Social Media

6. Website Development Process
Information Design – The Blue Print
Marketing audit, competitive analysis,
wireframes, flowcharts
Content Development – The Raw Material
Content gathering, writing, aggregating,
licensing. UGC
Visual Design – User Interface
Interface design, web design guidelines
Technical Implementation – The Platform
Customize architecture for high-end
functionalities
Search Engine Marketing – Promotion
Enhance competitive edge through search
engine optimized best practices
Web Governance – Keeping the Word
Prevent communication breakdown

7. Information Design

8. Information Design

9. Information Design

10. Information Design

11. Information Design
DELIVERABLES
Website analysis and recommendation document
Site structure
Site wireframes
SEO Phase1
Content development requirements

12. Content Development
CONSOLIDATE CONTENT
Specific identification of content sources and types
Creation of content matrices
Gathering of all original source materials
Sorting of existing content by section and roles
ASSIGN ROLES
Finalize development timeline
Assign content development / licensing roles
Make arrangements to interview SME
Special content development – Multimedia/video

13. Content Development
CREATION & FINALIZATION
Drafts / reviews
SEO
Localization
DELIVERABLES
Page-by-page content
Messaging
Graphic / Image for each page
Multimedia content (audio / video / animation)

14. Visual Design
KEY ELEMENTS
Understand corporate
standards (or the lack of)
Absorb client likes and
dislikes
Consistency
Diversity
Always review designs in
web formats
Extend approved interface
to all possible scenarios

15. Visual Design
DELIVERABLES
Graphic files: Photoshop
PSD, Flash FLA, Illustrator
AI, etc…
Website visual guidelines
HTML templates
Functionality document
(Hybrid)

16. Technical Implementation
REQUIREMENT SPECIFICATIONS
Content management requirements / workflow
IT Architecture: Existing / Future
Integration requirements
SELECT
IMPLEMENT / INTEGRATE
Configure selected CMS system
Implement visual designs
Perform integration and customization tasks

17. Technical Implementation
POPULATE
Migrate content from existing site
Input new content
Integrate syndicated content
TEST
COMMISSION / GO LIVE
Documentation / Documentation / Documentation
User / Admin / Developer manuals

18. Promotion / Search Engine Marketing
SEO PPC
Apply all elements of ID and CD phases
• On page optimization
• Search engine friendly site map
• Website registration
Review SEO positioning after 1 month of launch
Ongoing SEO
• Competitive Analysis
• Keyword research
• Content Development
• Tracking

19. Governance

20. Web Content Development Process - Summary
Information Design – Strategy
Marketing audit, competitive analysis,
wireframes, flowcharts
Content Development – The Raw Material
Content gathering, writing, aggregating,
licensing. UGC
Visual Design – User Interface
Interface design, web design guidelines
Technical Implementation – The Platform
Customize architecture for high-end
functionalities
Search Engine Marketing – Promotion
Enhance competitive edge through search
engine optimized best practices
Web Governance – Keeping the Word
Prevent communication breakdown

22. Web Content Development
Best Practices
Tools and organizational
HexaGroup Overview Best practices
changes
Digital Tools
Organizational Changes

23. Digital Marketing Tools
Content Management
System
CRM
Event Management
PPC
Online media
Social Media Management
Presentation Management

24. Organizational Changes - Past
MARKETING IT
Strategy Technical Implementation
Content Governance (or lack of)
Visual Analytics
Promotion
Website Architecture
Web Strategy
Slow or no coordination
Rising frustrations
No KPIs – only analytics
Static

25. Organizational Changes – Present and Future
Digital Team Outsource
Strategy Coordination No
Architecture Both
Graphics Main interface / Multimedia
Content Technical / Specialized
Coding Functionality coding
Social Media Best practices / Platforms
Online Advertising Platforms
SEO No
PPC Platforms
IT responsibiilty back to core business
KPI driven strategies
Dynamic

26. TAKE HOME
• It’s all about CONTENT
• Do not under-estimate any of the 6
steps
• Understand the skill set necessary to
perform each of the step
• Collaborate