Content Strategy for the Working Class

CONTENT

for the working class STRATEGY

KRISTINA HALVORSON Founder and CEO, Brain Traffic

KAREN MCGRANE Information Architect, UX-Designer, Consultant

@lynnwintermn

lwinter@augustash.com

winterlynn

LYNN

Production Director August Ash

WINTER

47 average work week of

full-time working US adults *August 2014 Gallup Poll

4 10 work 50 hours or more

in

CONTENT

“High-quality web content that’s useful, usable and enjoyable is one of the greatest competitive advantages

you can create for yourself online.” Kristina Halvorson

STRATEGY

KEY

Who should do the work?

QUESTIONS 4

What is the scope of work? How do you do it well?

How do you maintain your work?

CONTENT TEAM

+ Available + Learner + Talented

+ Big picture thinker + Politically savvy + Long-term resident

+ Task master + ‘Web’ writer + Editor

+ Subject matter experts + Brand ambassador + Marketing boss

CONTENT INVENTORY

+ Page # (?) + Title + Current URL + Content type + Purge/Rewrite/Keep

+ Notes + Stats + Person responsible + Deadlines

CONTENT EVALUATION

+ Useful + Freshness + Accuracy + Quality/Brand

+ Traffic + Ownership + Device Effectiveness

CONTENT STRUCTURE

+ List of content types + Content fields + Calls to action + Assets needed + Maintenance notes

EDITORIAL GUIDELINES

VISUAL

TEXT

01

CREATION TOOLS

01

CREATION TOOLS

CREATION TOOLS

01 gathercontent.com

GatherContent

01 divvyhq.com

DivvyHQ

01 Content-insight.com/products

CAT

01

CREATION TOOLS

01

CREATION TOOLS

01

CREATION TOOLS

01

CREATION TOOLS

CREATION TIPS

+ Delivery 2-3 examples of each type before site building + Hire a writer to create example content + Prioritize and complete something every week + Launch with imperfect and missing content

Ernest Hemingway

WRITE DRUNK EDIT SOBER

CONTENT TESTING

READABILITY

01

+ read-able.com + readability-score.com + juicystudio.com/ services/readability.php + zander.io/cloze-test/

TEST!

COMPREHENSION

01

+ Starbucks! + www.techsmith.com/ camtasia.html + openhallway.com

TEST!

+ usertesting.com

GOVERNANCE

+ Roles & accountability + Content creation workflow + Editorial calendar + Content Maintenance

+ Maintain Editorial guidelines + Training + Measure progress

+ Build team + Inventory & evaluation + Determine structure + Document guidelines + Test your content + Maintain & govern

RECAP

+ Page tables

QUESTIONS?

@lynnwintermn

lwinter@augustash.com

winterlynn

CONNECT!