A Content Strategy Roadmap

  • Published on
    11-Aug-2014

  • View
    192.307

  • Download
    1

DESCRIPTION

How to make a website: discover, define, design, develop, deploy. Its 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 were already doing? Walk through a a typical website project to find out how content strategy fits (and why it will make you so happy!)

Transcript

A Content Strategy RoadmapKristina Halvorson, Brain Trac @halvorson Content This is copywriting. This is content. Content Strategy Content strategy plans for thecreation, delivery and governance of useful, usable content. Not just What But What With what Why Where How When When How often For whom What next Core Strategy (or, Purpose)What will your content do foryour business and your users? SubstanceWhat content do youand your audiencesneed, and why? StructureHow is content organized,prioritized, and accessed? WorkowHow is content createdand maintained? GovernanceHow are decisions aboutcontent and contentstrategy made? The Story of Jasperand the Tree Frogs (and His Website) http://www.animalpicturesforkids.info/images/wmwallpapers/Blue-Poison-Dart-Frog-1.jpeg http://www.ickr.com/photos/briangratwicke/4396412750/ http://www.ickr.com/photos/briangratwicke/4396252726/sizes/l/in/photostream/ http://www.ickr.com/photos/meneldur/128086667/sizes/z/in/photostream/ http://www.ickr.com/photos/striatic/1101476/sizes/z/in/photostream/ http://www.ickr.com/photos/fernando/36759033/ http://www.ickr.com/photos/bennybenso/1477405293/ http://www.ickr.com/photos/briangratwicke/4396412750/ TEAMWEBANGIE BEN DAVE CARIPROJECT USER VISUAL DEVELOPERMANAGER EXPERIENCE DESIGNER DiscoverDeneDesignDevelopDeploy The Kicko How will your contentserve your business and your users? DiscoverDiscoverDeneDesignDevelopDeploy Discover Business objectives Current technology Project objectives Functional requirements User research Cross-platform initiatives Stakeholder interviews Industry trends Usability testing Competitors Design research Content audit high level tree frog audithttp://lsdev.biz/les/2010/08/Sample_Content_Audit.jpg high level treefrog audit high level treefrog audit TEAMWEBANGIE BEN DAVE CARIPROJECT USER VISUAL DEVELOPERMANAGER EXPERIENCE DESIGNER JULIECONTENTCOPYWRITERWRANGLER 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 Workow 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 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 nd your content? Are you delivering content on multiple channels and platforms? Workow: How does content happen (from creation to deletion)? Who is involved? Governance: What are your policies, guidelines, and standards? Who owns that? Tell me more about that. DiscoverDeneDeneDesignDevelopDeploy Dene Project plan High level architecture Website objectives Content requirements Success metrics Features denition Dependencies Development plan Branding elements User testing/QA Design mock-ups Launch plan http://www.flickr.com/photos/foodclothingshelter/3697096198/sizes/l/in/photostream/ Back it up. What With what Why Where How When When How often For whom What next Dene CONTENT Project plan High level architecture Core messaging Core messaging Workow design Website objectives Content requirements Style guide Role descriptions Success metrics Features denition Topics and transactions Editorial calendar Branding elements Development plan Governance guidelines Content migration plans Design concepts QA requirements MessagingMesaging is an internal tool used to Prioritize content types and choices Keep content consistent (over media and time) Guide design choices Align content owners JULIE BENCONTENT USERWRANGLER EXPERIENCE CORE MESSAGE Junglebox makes it possible for everyone to experience the joy of owning, breeding and raising exotic frogs. high level treefrog audit Dene CONTENT Core messaging Workow design Style guide Role descriptions Topics / Transactions Editorial calendar Governance guidelines Content migration specs 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 waters 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? Im 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, youll freak out over these. FREAK. OUT. Dene CONTENT Core messaging Workow design Style guide Role descriptions Topics / Transactions Editorial calendar Governance guidelines Content migration specs JULIE ANGIECONTENT PROJECTWRANGLER MANAGER EDITORIAL CALENDAR DiscoverDeneDesignDesignDevelopDeploy Design Detailed site map Visual treatment denition Page types Mockups Wireframes Style guide Storyboards Copywriting Task design Video/audio creation Application structure CMS templates high level treefrog audit JUNGLEBOX Login | Checkout Herpetology the way you like it.Buy Buy Our Our Jaspers Watch & ContactDart 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 non massa accumsan odio non massa accumsan odio consectetur consectetur consectetur Flexible space #1 Flexible space #2 Flexible space #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 non massa accumsan odio non massa accumsan odio consectetur consectetur consectetur JUNGLEBOX Login | Checkout Herpetology the way you like it.Buy Buy Our Our Jaspers Watch & ContactDart 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. Design CONTENT Messaging hierarchy Workow design Page tables Role descriptions Content attributes Editorial calendar Metadata schema Content migration specs JULIE BENCONTENT USERWRANGLER EXPERIENCE Design CONTENT Messaging hierarchy Workow design Page tables Page tables Role descriptions Content attributes Editorial calendar Metadata schema Content migration specs Page TablePage: ProductsObjective: 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 materialsMaintenance: MonthlyKey Messages: After 10+ years of raising frogs, these are the products we recommend. You dont 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. JULIE DAVECONTENT VISUALWRANGLER DESIGNER JUNGLEBOX Login | Checkout Herpetology the way you like it.Buy Buy Our Our Jaspers Watch & ContactDart 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. CORE MESSAGE Junglebox makes it possible for everyone to experience the joy of owning, breeding and raising exotic frogs. 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 waters 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? Im 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, youll freak out over these. FREAK. OUT. Page TablePage: ProductsObjective: 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 materialsMaintenance: MonthlyKey Messages: After 10+ years of raising frogs, these are the products we recommend. You dont 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. JUNGLEBOX Herpetology the way you like it.Buy Buy Our Our Jaspers Watch & ContactDart Frogs Equipment Gallery Story Frog Blog Learn Jasper EXCITING, EXOTIC DART FROGS Phyllobates terribilis Dendrobates auratus Epipedobates tricolor The worlds 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 Were overstocked on a few of feeding your growing frog. change can affect your littlest friends Jaspers favorites. Check them out > DiscoverDeneDesignDevelopDevelopDeploy Develop HTML templates Development environment Back end components Data model QA Content upload Error log Authoring conventions System integration SEO implementation JULIE ANGIECONTENT PROJECTWRANGLER MANAGER high level treefrog audit http://www.web-content-strategy.com/ http://www.web-content-strategy.com/ `http://www.web-content-strategy.com/ http://www.web-content-strategy.com/ http://www.web-content-strategy.com/ http://www.web-content-strategy.com/ Develop CONTENT HTML templates Content inventory Development environment Per-page metadata Coding upload Content Data model Error messages QA editorial style guide Content upload Full Training materials Error guidelines SEO log Authoring conventions Content QA plan System integration SEO implementation DiscoverDeneDesignDevelopDeployDeploy h"p://www.ickr.com/photos/pinguino/4081421885/ Care for CONTENT Ongoing QA plan Rolling content inventory Metrics analysis Sta coaching Editorial oversight Sourcing reviews Metadata oversight Governance board reviews Content rst. Fragmenting our content across dierent device-optimized experiences is a losing proposition, or at least an unsustainable one. Ethan Marcotte, Responsive Design http://nimble.razorfish.com/publication/?m=11968&l=1 Start small. Start here. Empower your writers Use real copy Assign content owners Editorial calendar Content inventory Collaborate on metadata Short-form style guide Content QA plan Page tables Dontlook back Dont look back Content always. Thanks. kristina@braintrac.com http://braintrac.com All images used under CreaAve Commons licensing Get the book! Amazon.com Barnes and Noble Other terric bookstoreshttp://contentstrategy.com And thanks to our castANGIE BEN DAVE CARI JULIEDOERR BEUCHLER DOHMEIER TUMA HORTON