SlideShare a Scribd company logo
Hello.

I’m Ellen de Vries.
@eldevri on Twitter.
A website is
not just for
Christmas.
Prevention
is less
expensive
than cure
Dog / website ailments:
•  It eats £1000s of your money and demands lots
  of your time
•  It’s untrained and badly groomed
•  It sits lifelessly and ignored in the back garden
•  No-one wants to take responsibility for looking
  after it
What is good content?

•  Relevant to audience and context

•  It supports your brand and tone of voice

•  Well curated
1.  Who is responsible?
•  Anchor (wo)man

•  Curator

•  Editor
2. Establish objectives
•  What do you want to the site to achieve?

•  Importance versus feasibility

•  Keep the ‘wouldn’t it be cool if…’ stuff for
   later
Importance.




              Feasibility.
3. Audit and research
•  Research competitors

•  Work out what’s changing and what stays

•  If you’re into Search Engine Optimisation
   do research now
4. Branding
•    Who are you? In a nutshell.
•    What makes you different?
•    What do you believe in? Don’t be boring.
•    Establish a tone of voice.
5 . Messaging
•    Who are your audiences?
•    What problems do they need solving?
•    How do you make things all better?
•    What do you want your reader to do next?
6. Create
•  Create an information architecture (and
   site map)
•  Create a schedule for content makers and
   writers
•  Don’t forget tagging and metadata
7. Ongoing workflow

•    Edit edit edit edit edit
•    Keep track of expiring content
•    A schedule for keeping content fresh
•    Think about your distribution channels
•    Keep a spreadsheet for your QA
As time goes
by… you
need to feed
and groom it.
Thanks for listening.

Ellen de Vries

ellen@thecopyhouse.net

Twitter: @eldevri

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Content Strategy Made Easy

  • 1.
  • 2. Hello. I’m Ellen de Vries. @eldevri on Twitter.
  • 3.
  • 4. A website is not just for Christmas.
  • 6. Dog / website ailments: •  It eats £1000s of your money and demands lots of your time •  It’s untrained and badly groomed •  It sits lifelessly and ignored in the back garden •  No-one wants to take responsibility for looking after it
  • 7. What is good content? •  Relevant to audience and context •  It supports your brand and tone of voice •  Well curated
  • 8. 1.  Who is responsible? •  Anchor (wo)man •  Curator •  Editor
  • 9. 2. Establish objectives •  What do you want to the site to achieve? •  Importance versus feasibility •  Keep the ‘wouldn’t it be cool if…’ stuff for later
  • 10. Importance. Feasibility.
  • 11. 3. Audit and research •  Research competitors •  Work out what’s changing and what stays •  If you’re into Search Engine Optimisation do research now
  • 12. 4. Branding •  Who are you? In a nutshell. •  What makes you different? •  What do you believe in? Don’t be boring. •  Establish a tone of voice.
  • 13. 5 . Messaging •  Who are your audiences? •  What problems do they need solving? •  How do you make things all better? •  What do you want your reader to do next?
  • 14. 6. Create •  Create an information architecture (and site map) •  Create a schedule for content makers and writers •  Don’t forget tagging and metadata
  • 15. 7. Ongoing workflow •  Edit edit edit edit edit •  Keep track of expiring content •  A schedule for keeping content fresh •  Think about your distribution channels •  Keep a spreadsheet for your QA
  • 16. As time goes by… you need to feed and groom it.
  • 17. Thanks for listening. Ellen de Vries ellen@thecopyhouse.net Twitter: @eldevri