AIGA Raleigh HOMEGROWN | Content Matters: Creating meaningful sites with content strategy

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AIGA Raleigh

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GowanCommunications
MichaelGowan
Createmeaningfulsiteswithcontentstrategy
ContentMatters

• Inseparableintheuserexperience
• Accentuateeachother
• Essentialforasuccessfulsite
Contentanddesign:bestbuds

• Therightcontentintherightplaceattherighttime
Whatcontentmatters?

• “Contentstrategyplansforthecreation,sharing,and
governanceofcontent”--KristinaHalvorson
• Afieldofpracticeencompassingeveryaspectofcontent:
Contentanalysis,SEO,metadata,taxonomy,editorial
guidelines,workflow,socialmedia
Whatiscontentstrategy?

• Creatingcontentwithapurpose
Whatiscontentstrategy?

• Betteruserexperience
• Happierclients
• Moreefficientcontentmanagement
WhyCSmatters

• Writersandeditors
• Informationarchitects
• Webstrategists
• Designers
Whodoescontentstrategy?

Design
Playingwellwithothers
User Experience
Development
Marketing /
CommunicationsContent Strategy

• Knowyouraudience
• Identifygoalsandobjectives
• Documentandshare
Planning

• Interviews
• Metrics
• Competitiveanalysis
Planningtools

• Contentinventory
• Gapanalysis
• Contentmatrix
Contentanalysis

• Detailedfindingsfromplanning
• Audience,usergoals,businessgoals,competitiveanalysis
• Contenttypes
• Contentrecommendations
Contentrequirements

• Snapshotofcontentrequirements
• Shareit
Contentstrategystatement

• Editorialstyleguide
• Marketingguidelines
• Acrosschannelsandmedia
Styleandvoice

• Definecontentcreationprocess
• Identifycontentcreators
• Developcontenttoolsandtemplates
Create

• Identifyneeds
• Assignresources
• Gathercontent
• Editandapprove
Contentcreationprocess

Contentcreationprocess
Content
proposed
Deﬁne audience
and goal
Exists?
No
Yes
Needs
revision?
New content not
needed
Draft
Identify expert
Assign content
creator
Gather content
Edit
Revise
Review by
experts
Revise
Approved
content
Implement in
CMS
Pre-publishing
checklist
Web page
Yes
No
Example Content Creation Process
Maintain

• Questionnaires
• Contenttemplates(pagetables)
• Publishingchecklist
Contentcreationtools

• Feedback(usertesting!)
• Editorialcalendar
• Contentmanagementsystem
• Metrics
• Searchlogs
Maintenancetools

• Planforupcomingcontent
• Schedulehomepage,socialmedia,blogpromotions
• Tieintomarketingplans
Editorialcalendar

• Trackreviewdates
• Detailednotes(whychangesweremade)
• Linkchecker
Contentmanagementsystem

• Ongoingprocess
• Re-evaluategoals
• Adjusttochangesinorgandcompetitivelandscape
Repeat

• Linkstrategy
• Editorialcalendar
• Tracking
Socialmedia

• Well-plannedcontentevenmoreimportant
• Differenttasks,sameCStools
• Partofawidercontentstrategy
Mobile

• Time
• Buyin
• Persistence
Whatittakes

• Books
-ContentStrategyfortheWeb,2ndEdition,Halvorsonand
Rach
-TheElementsofContentStrategy,ErinKissane
• OnlineGroups
-ContentStrategyGoogleGroup
-LinkedinContentStrategyGroup
Resources

• HowcanCSimprovetherelationshipbetweenyour
designandcopy?
Discuss

• @zebgowan
• michael@michaelgowan.com
Howtoreachme

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