How to make a website: discover, define, design, develop, deploy. It’s a familiar framework for most of our project processes. Now along comes this content strategy thing. Sure, it sounds like a great idea, but how does it fit in with what we’re already doing? Walk through a a typical website project to find out how content strategy fits (and why it will make you so happy!)
44. Discover CONTENT
• Business ROT
Content objectives • Current technology
Stakeholder agendas
• Project objectives
Current style guide • Functional requirements
Content owners
• User research
Content readability • Contextual considerations
Workflow and timelines
• Stakeholder interviews
Search analytics • Industry trends
Metadata integrity
• Usability testing
Legal requirements • Competitors
Translation requirements
• Design research
Channel requirements • Content audit
Accessibility requirements
45.
46. • Substance: Who are you trying to reach?
Why? What do they want to know? Is your
current content accurate, relevant, up-to-date?
• Structure: Where is your content? How is it
organized? What does your metadata look like?
How do people find your content? Are you
delivering content on multiple channels and
platforms?
• Workflow: How does content happen (from
creation to deletion)? Who is involved?
• Governance: What are your policies,
guidelines, and standards? Who owns that?
49. Define
• Project plan • High level architecture
• Website objectives • Content requirements
• Success metrics • Features definition
• Dependencies • Development plan
• Branding elements • User testing/QA
• Design mock-ups • Launch plan
59. SHORT STYLE GUIDE:
Junglebox is… Like this. Not this.
Due to their tiny size, springtails
These tiny springtails float on the float on the surface of water. This
Smart water’s surface, which makes it trait can be exploited when
easier to remove them for feedings. attempting to remove the springs
from their culture for feedings.
Should you have questions or
concerns regarding our live
Have questions? I’m happy to help
Helpful out however I can.
specimens, products, shipping or
other subject, please contact us so
we may be of assistance.
OMG! Check out our awesome new
Our new vivariums have us crop of Dendrobates Tinctorius!!
Enthusiastic hopping up and down with
excitement.
Seriously, you’ll freak out over
these. FREAK. OUT.
66. JUNGLEBOX
Login | Checkout
Herpetology the way you like it.
Buy Buy Our Our Jasper’s Watch & Contact
Dart Frogs Supplies Gallery Story Frog Blog Learn Jasper
FEATURED FROGS
FROG 1 FROG 2 FROG 3
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consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum
non massa accumsan odio non massa accumsan odio non massa accumsan odio
consectetur consectetur consectetur
Flexible space #1 Flexible space #2 Flexible space #3
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consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum
non massa accumsan odio non massa accumsan odio non massa accumsan odio
consectetur consectetur consectetur
67. JUNGLEBOX
Login | Checkout
Herpetology the way you like it.
Buy Buy Our Our Jasper’s Watch & Contact
Dart Frogs Supplies Gallery Story Frog Blog Learn Jasper
FEATURED FROGS
frog 1 frog 2 frog 3
Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum
non massa accumsan odio consectetur non massa accumsan odio consectetur non massa accumsan odio consectetur
Learn: (topic) Frog Blog ON SALE!
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consectetur adipiscing elit. consectetur adipiscing elit. consectetur adipiscing elit.
73. Page Table
Page: Products
Objective: Help customers understand we are experts who sell
the same high quality products we use ourselves, so
they will have the confidence to buy.
Source Material: Current site, product box copy, current campaign materials
Maintenance: Monthly
Key Messages: After 10+ years of raising frogs, these are the products we
recommend. You don’t have to shop around, because
everything you need is right here.
Priority 1: Highlight product categories
Only three bullet points (10-15 words each) for each category.
- What is it?
- What is it for?
- Why will it help you?
Priority 2: Intro text
One sentence about how Junglebox only offers the products we
use ourselves.
75. JUNGLEBOX
Login | Checkout
Herpetology the way you like it.
Buy Buy Our Our Jasper’s Watch & Contact
Dart Frogs Supplies Gallery Story Frog Blog Learn Jasper
FEATURED FROGS
frog 1 frog 2 frog 3
Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet,
consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum consectetur adipiscing elit. Vestibulum
non massa accumsan odio consectetur non massa accumsan odio consectetur non massa accumsan odio consectetur
Learn: (topic) Frog Blog ON SALE!
Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet,
consectetur adipiscing elit. consectetur adipiscing elit. consectetur adipiscing elit.
76. CORE MESSAGE
Junglebox makes it
possible for everyone to
experience the joy of
owning, breeding and
raising exotic frogs.
77. SHORT STYLE GUIDE:
Junglebox is… Like this. Not this.
Due to their tiny size, springtails
These tiny springtails float on the float on the surface of water. This
Smart water’s surface, which makes it trait can be exploited when
easier to remove them for feedings. attempting to remove the springs
from their culture for feedings.
Should you have questions or
concerns regarding our live
Have questions? I’m happy to help
Helpful out however I can.
specimens, products, shipping or
other subject, please contact us so
we may be of assistance.
OMG! Check out our awesome new
Our new vivariums have us crop of Dendrobates Tinctorius!!
Enthusiastic hopping up and down with
excitement.
Seriously, you’ll freak out over
these. FREAK. OUT.
78. Page Table
Page: Products
Objective: Help customers understand we are experts who sell
the same high quality products we use ourselves, so
they will have the confidence to buy.
Source Material: Current site, product box copy, current campaign materials
Maintenance: Monthly
Key Messages: After 10+ years of raising frogs, these are the products we
recommend. You don’t have to shop around, because
everything you need is right here.
Priority 1: Highlight product categories
Only three bullet points (10-15 words each) for each category.
- What is it?
- What is it for?
- Why will it help you?
Priority 2: Intro text
One sentence about how Junglebox only offers the products we
use ourselves.
79. JUNGLEBOX Herpetology the way you like it.
Buy Buy Our Our Jasper’s Watch & Contact
Dart Frogs Equipment Gallery Story Frog Blog Learn Jasper
EXCITING, EXOTIC DART FROGS
Phyllobates terribilis Dendrobates auratus Epipedobates tricolor
The world’s most poisonous The green-and-black poison Some of the smallest frogs
vertebrate. Vulnerable to arrow frog is the most-often around, ranging from 1 to 4
disease and climate change. sighted frog in the wild. centimeters.
Learn: Feeding Frog Blog ON SALE!
Avoid these top 5 mistakes when 04.17.12 — Jasper shares how climate We’re overstocked on a few of
feeding your growing frog. change can affect your littlest friends Jasper’s favorites. Check them out >
81. Develop
• HTML templates • Development environment
• Back end components • Data model
• QA • Content upload
• Error log • Authoring conventions
• System integration • SEO implementation
101. “ Fragmenting our content across different
‘device-optimized’ experiences is a losing
proposition, or at least an unsustainable one.
– Ethan Marcotte, Responsive Design