CONTENT
for the working class STRATEGY
KRISTINA HALVORSON Founder and CEO, Brain Traffic
KAREN MCGRANE Information Architect, UX-Designer, Consultant
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?
Recommended
