Hello.  I ’ m Ellen de Vries. @eldevri on Twitter.
 
A website is  not just for  Christmas.
  Prevention is less expensive than cure
<ul><li>Dog / website ailments: </li></ul><ul><li>It eats £1000s and demands lots of your time </li></ul><ul><li>It’s untr...
<ul><li>What is good content? </li></ul><ul><li>Relevant to audience and context </li></ul><ul><li>It supports your brand ...
<ul><li>Who is responsible? </li></ul><ul><li>Anchor (wo)man </li></ul><ul><li>Curator </li></ul><ul><li>Editor </li></ul>
<ul><li>2. Establish objectives  </li></ul><ul><li>What do you want to the site to achieve? </li></ul><ul><li>Importance v...
Feasibility. Importance.
<ul><li>3. Audit and research </li></ul><ul><li>Research competitors </li></ul><ul><li>Work out what ’ s changing and what...
<ul><li>4. Branding </li></ul><ul><li>Who are you? In a nutshell. </li></ul><ul><li>What makes you different? </li></ul><u...
<ul><li>5 . Messaging </li></ul><ul><li>Who are your audiences? </li></ul><ul><li>What problems do they need solving? </li...
<ul><li>6. Create </li></ul><ul><li>Create an information architecture (and site map) </li></ul><ul><li>Create a schedule ...
<ul><li>7. Ongoing workflow </li></ul><ul><li>Edit edit edit edit edit </li></ul><ul><li>Keep track of expiring content </...
As time goes  by… you  need to feed  and groom it.
Thanks for listening. Ellen de Vries  [email_address] Twitter: @eldevri
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Ellen DeVries at WP-Brighton 2011 - Content Strategy

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Ellen DeVries at WP-Brighton 2011 - Content Strategy

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

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