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FOR THE WORKING CLASS CONTENT STRATEGY
Kristina Halvorson Founder and CEO, Brain Traffic
Karen McGrane Information Architect, UX-Designer, Consultant
THAT’S ME!
THAT’S ME!
NO REALLY!
1986 was a good year!
1987 was better!
CONTENT STRATEGY
CONTENT STRATEGY is difficult
CONTENT STRATEGY is time consuming
CONTENT STRATEGY is a mystery
CONTENT STRATEGY is expensive
CONTENT STRATEGY is impossible
CONTENT STRATEGY is important
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
CONTENT STRATEGY can be realistic
FOUR KEY QUESTIONS
FOUR KEY QUESTIONS
+ Who should do the work?
+ What is the work?
+ How do you do the work well?
+ How do you keep it good?
CONTENT TEAM
ATTRIBUTES
+ Available
+ Learner
+ Talented
+ Big picture thinker
+ Politically savvy
+ Long-term resident
TEAM ROLES
+ Task master
+ ‘Web’ copywriter
+ Editor
+ Subject matter experts
+ Communication Lead
+ Brand ambassador
CONTENT AUDIT
CONTENT AUDIT COMPONENTS + Title + Content type + Current URL + Point person
+ Notes + Avg. monthly visits + Last changed date + Deadlines
+ Create full list of existing content
+ Determine value of each piece
+ Purge, purge and purge again!
+ Determine content gaps
+ Assign content owners & deadlines
+ Useful + Freshness + Accuracy
EVALUATING YOUR CONTENT
+ Quality
+ Traffic + Ownership + Device effectiveness
01 + GatherContent
+ DivvyHQ
INVENTORY TOOLS
+ Content Analysis Tool (CAT)
PAGE TABLE
01 PAGE TABLE COMPONENTS + Page title + Audiences + Primary message + Secondary message
+ Calls to action + Content elements + Assets needed + Maintenance notes
EDITORIAL GUIDELINES
DESIGN + Logos + Colors + Fonts + Headings + Photography/Video
Writing + Audiences + Voice and tone + Style and usage + Meta data and tags + Best practices
CONTENT TESTING
01 + read-able.com
+ readability-score.com
+ juicystudio.com/ services/readability.php
+ zander.io/cloze-test/
ESTIMATE READABILITY
TEST COMPREHENSION
+ Can they find content?
+ Do they read the content?
+ Do they understand the content?
+ Will they act on the content?
TEST COMPREHENSION
+ openhallway.com
+ usertesting.com
+ www.techsmith.com/ camtasia.html
TEST COMPREHENSION
GOVERNANCE PLAN
Process for managing content roles, responsibilities, workflow, documentation, and training
GOVERNANCE PLAN
GOVERANCE PLAN COMPONENTS
+ Roles & accountability
+ Content creation workflow
+ Editorial calendar
+ Content Maintenance
GOVERANCE PLAN COMPONENTS
+ Editorial guidelines
+ Training
+ Measure progress
+ Who should do the work?
+ What is the work?
+ How do you do the work well?
+ How do you keep it good?
RECAP
+ Content team
+ Content audit
+ Page tables
+ Editorial guidelines
+ Content testing
+ Governance
RECAP
Ernest Hemingway
WRITE DRUNK EDIT SOBER
@lynnwintermn [email protected] winterlynn
