As content professionals, we strive for clear, concise communication on the web. We cut clutter, hone our message, and plan for purposeful content.
Just like our content should be straightforward, so should our plan for making content happen. “Simple” is understandable and manageable. “Complex” is confusing and time-consuming. We need to take the right steps, not every step. We need to use the right tools, not every tool.
Ongoing content strategy requires cultural support for governance with buy-in from the top and bottom of our org chart. This means creating a content plan people understand, with straightforward tools and training people can use in their everyday work. Content strategy is complex. It’s our job to simplify it.
Bare Bones Content Strategy: How to Create a Sustainable Governance Plan
1. Bare Bones Content Strategy:
How to Create a Sustainable
Governance Plan
Rick Allen
@epublishmedia
Confab Higher Ed 2015
#confabEDU
https://flic.kr/p/386RKA
9. 9
Plan Create Revise Approve Test Publish
Tasks:
• Determine
need for new
content
• Request new
content
Tasks:
• Create draft of
new copy
• Send to
content editor
for review
Tasks:
• Copyedit
• Return to
author for rewrite
or send for
approval
Tasks
• Review content
for accuracy
• Return to
author and editor
for rewrite or
submit for
publication
Tasks:
• Build content in
email or web
template
• Submit for
publication
Tasks:
• Publish content
on schedule
Content is time-consuming
19. 19 Source (2013): http://osls.emory.edu/about/meet_the_staff1.html
Emory University
Office of Student Leadership and Service
20. 20
Content goals should:
• Clearly identify content value for users
• Provide guidelines for determining what on-page
content is appropriate and useful
• Ensure content is unique and organized appropriately
• Lead to the creation of content that inspires action
• Define benchmarks for measuring success
• Determine who is needed to review and approve
content
#confabedu
21. 21
Complex goals
• Improve customer service
• Improve enrollment, retention, and alumni
relations
• Better reflect the culture and values of our
institution
#confabedu
22. 22
• Provide new student orientation information,
introducing resources and encouraging
engagement
• Describe the distinguishing characteristics of
our M.S. Biology program and how it can help
students achieve their professional goals
• Inform current students about course
scheduling and policy information
Straightforward goals
#confabedu
27. 27
Transformative
We educate responsible, passionate, cooperative individuals who
actively work to make the world a better place.
1. Service-oriented
• Active, hands-on
• Responsible
• Conscientious
2. Passionate
• Inspiring
• Engaging
• Positive and hopeful
3. Collaborative
• Cooperative
• Mentoring
28. Content creation workflow:
Plan Create Revise Approve Test Publish
Tasks:
• Determine
need for new
content
• Request new
content
Tasks:
• Create draft of
new copy
• Send to
content editor
for review
Tasks:
• Copyedit
• Return to
author for rewrite
or send for
approval
Tasks:
• Review content
for accuracy
• Return to
author and editor
for rewrite or
submit for
publication
Tasks:
• Build content in
email or web
template
• Submit for
publication
Tasks:
• Publish content
on schedule
#confabEDU • @epublishmedia
29.
30.
31.
32. Content creation workflow:
Plan Create Revise Approve Test Publish
Tasks:
• Determine
need for new
content
• Request new
content
Tasks:
• Create draft of
new copy
• Send to
content editor
for review
Tasks:
• Copyedit
• Return to
author for rewrite
or send for
approval
Tasks:
• Review content
for accuracy
• Return to
author and editor
for rewrite or
submit for
publication
Tasks:
• Build content in
email or web
template
• Submit for
publication
Tasks:
• Publish content
on schedule
#confabEDU • @epublishmedia
33. Content creation workflow:
Create Revise Publish
Tasks:
• Create draft of
new copy
Tasks:
• Copyedit
• Return to
author for rewrite
or publish
Tasks:
• Publish content
on schedule
#confabEDU • @epublishmedia
35. Planning for guides & tools
• Who are the people using these guides?
• What are they trying to accomplish?
• What do they need help with?
#confabEDU • @epublishmedia
38. • CMS Page Template
• Content Audit
• Content Matrix
• Content Model
• Content Template
• Content Worksheet
• Editorial Calendar
• Editorial Style Guide
• Information Architecture
• Message Architecture
• Persona
• SEO Copywriting Guidelines
• Taxonomy
• User Flow
• Web Publishing Guidelines
• Web Writing Guidelines
• Wireframe
Content guides & tools
#confabEDU • @epublishmedia
39. • Message Architecture
• Persona
• SEO Copywriting Guidelines
• Taxonomy
• User Flow
• Web Publishing Guidelines
• Web Writing Guidelines
• Wireframe
Content guides & tools
#confabEDU • @epublishmedia
• CMS Page Template
• Content Audit
• Content Matrix
• Content Model
• Content Template
• Content Worksheet
• Editorial Calendar
• Editorial Style Guide
• Information Architecture
40. Content audit findings
1. Voice and tone is inconsistent across the
website—some pages are too casual, others
are too formal.
2. Most content is not written with web writing
conventions in mind and include long, dense
copy and non-descriptive link text.
3. Content is not optimized for search.
4. Academic program pages are missing key
information and don’t offer users any clear
next steps.
#confabEDU • @epublishmedia
41. Content guides & tools
#confabEDU • @epublishmedia
• CMS Page Template
• Content Audit
• Content Matrix
• Content Model
• Content Template
• Content Worksheet
• Editorial Calendar
• Editorial Style Guide
• Information Architecture
• Message Architecture
• Persona
• SEO Copywriting Guidelines
• Taxonomy
• User Flow
• Web Publishing Guidelines
• Web Writing Guidelines
• Wireframe
43. 1. Keep your audience
in mind
2. Use plain language
3. Be concise
4. Make content
scannable
5. Write meaningful
headers
6. Limit paragraphs to
70 words
7. Use bulleted lists
whenever possible
8. Use the active voice
9. Be professional and
human
10.Include valuable
links
Web writing guidelines
#confabEDU • @epublishmedia
Source: meetcontent.com/blog/web-writing-guidelines-for-content-contributors/
57. Content strategy plans for the
creation, publication, and
governance of useful, usable
content.
“
57
Kristina Halvorson
Author, “Content Strategy for the Web”
http://alistapart.com/article/thedisciplineofcontentstrategy
#confabEDU • @epublishmedia
58. Content strategy is to copywriting
as information architecture is to
design.
“
58
Rachel Lovinger
Razorfish
http://boxesandarrows.com/content-strategy-the-philosophy-of-data/
#confabEDU • @epublishmedia
59. Planning for the creation,
aggregation, delivery, and
governance of useful, usable,
and appropriate content in an
experience.
“
59
Margot Bloomstein
Author, “Content Strategy at Work”
http://www.slideshare.net/mbloomstein/content-strategy-smartusefulpapertrained_ecs/
#confabEDU • @epublishmedia
61. I make sure the content on our
site is useful for the people
who need it.
“
61
Amanda Costello
Lead Content Strategist, CEHD at University of Minnesota
http://www.slideshare.net/amandaesque/grandboss
#confabEDU • @epublishmedia
62. I help people to tell their
story online.
“
62
#confabEDU • @epublishmedia
63. I help people understand what
content works and what doesn't
so they can make their website
better.
“
63
#confabEDU • @epublishmedia
64. I help people understand how
to make content happen.
“
64
#confabEDU • @epublishmedia