Sunday, May 24, 2015

Content strategy II

That means that, at their best, strategists will provide a document explaining how their teams will accomplish these goals.

Relly Annett-Baker, in her article Why you need a Content Strategist, suggests you might apply a rough methodology: When you first meet, ensure you ask a lot of questions about their business works, what messages they want to get across and what their business’/products’ best features are.

Look at, and if required create the wireframes and the proposed information architecture of their website, consider interaction instructions, and determine whether a message is best explained with a screencast or a series of step-by-step by pictures.

Content, just like the websites they inhabit, are living, changing things. When strategists seek to assess and improve the quality of a website’s content, they typically follow a four-part process.

analyse; In this phase, strategists figure out what what kind of content they’re dealing with.
Ask questions about content, right from the start. Utilise user research or personas to decide what content is needed. Answer the question, “who cares?” Carry out a content audit, and/or a gap analysis.

Collect; Here we figure out (or plan for) the commonalities across our website’s content. Establish key themes and messages. Write a plan for creating and commissioning content. Insist  upon yourself  that you create plans for content production over time (an editorial calendar).

Publish; In this phase, we’ll see our content through to publication: where does it live on the website and how does it get there? Annotate wireframes and sitemaps to explain how both interaction and content will work. Specify CMS features like content models, metadata, and workflow based on the content strategy. Write and aggregate your killer content.

Manage; After we’ve published content, it’s time to look back, see what worked, and plan for the future. Write comprehensive copy decks, based on common templates. Write a style guide for tone of voice, SEO, linking policy, and community policy.