Originally presented at a GatherContent webinar on September 7, 2017. * Wait, shouldn't we be avoiding redesigns? * Old *and* new content / forklift *and* nuclear * Weak and strong inventory approaches * Estimating effort levels * Global and large digital presence rollouts

1. how to plan for content
during website redesigns

2. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com
Wait, shouldn’t we be
avoiding redesigns?
2

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4. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 4
but…

5. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com
We should extend the gap
between redesigns as much as
possible.
5

6. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 6

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Use a one-off checklist
hobbs.direct/report-microsite-checklist

8. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 8
Many problems are broad
page section whole site
we are usually
focused narrowly
but critical
problems are
here

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11. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 11
We want
brand new
content
Why relevant
• Need to think outside
the current mindset
• There are certainly
blatant problems you
should resolve
• Want to reset for higher
standards going
forward
• Hard to imagine how to
improve things without
gutting

12. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 12
We have
existing
content
Why relevant
• You are starting from
somewhere
• You don’t want to
repeat your mistakes
• Except for small sites, a
complete rewrite is
probably unrealistic
• There are almost
certainly pockets of
good content
• Redirects

13. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 13
Old New
or

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Forklift Nuclear
or
http://hobbs.direct/beyond

15. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 15
toss
integrate
move as is
change format
rewrite
brand new
restructure

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Old New

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Understand
what we have
Define where
we are headed
Define how we
get there

18. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 18
Inventory
Structure,
quality, vision.
Buckets,
dispositions,
estimates

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20. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com
Inventories are interesting!
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25. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com
Sources of
data
• View
• Origin
• Usage
• Intent
25
http://hobbs.direct/rethink-sources

26. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com
Sources of
data
• View
• Origin
• Usage
• Intent
26
Applying
the data
• Add
• Merge
• Scrape
• Override
X

27. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 27
Apply rules
metadata → bucket bucket → disposition
http://hobbs.direct/panning-gold

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toss
integrate
move as is
change format
rewrite
brand new
restructure

31. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 31
Rules, low tech

32. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 32http://hobbs.direct/random

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An inventory
is an
EXPLORATION
You should be able to:
• ask new questions
• consume new information
• use the inventory over time
http://hobbs.direct/rethink-exploration

35. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com
All discussions should center on
quality
35http://hobbs.direct/quality-migration

36. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com
Quality
impacts
other areas
36

37. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com
Quality is grayscale
37

38. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 38http://hobbs.direct/gap

39. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 39http://hobbs.direct/gap

40. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 40http://hobbs.direct/estimate

41. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 41http://hobbs.direct/estimate

42. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 42http://hobbs.direct/estimate

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http://hobbs.direct/estimation-sheet

44. #ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com
Global & large rollouts:
bucket by type of site
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If you only do
four things:
1. Use a checklist to try
stopping one-offs now.
2. Be creative in assigning
dispositions (NOT just
forklift or brand new).
3. Attempt to use rules to
assign dispositions
(NOT just page-by-
page).
4. Estimate effort level —
not that it will be
accurate but simply to
drive strong
discussions.