Category:User experience -> UX strategy -> Content strategy | ARTS & FARCES internet wiki

Category:User experience -> UX strategy -> Content strategy

Category:User experience -> UX strategy -> Content strategy

Plan content strategy

  • Gather business requirements
  • Determine content requirements
  • Participate in initial planning meetings
  • Establish content governance policy
  • Set criteria for success
  • Tie in with communication plan, which includes key launch dates for new products/events, etc.
  • When you have an idea for a new article or section, write it down now. It’s easier to come back to a list of stashed ideas than start fresh with a blank page.
  • Save interesting bookmarks you come across and wish to reference later
  • Star interesting items in your RSS feeds
  • If your project involves a team of contributors, you could try sharing a plan of articles or sections (e.g., with timeline and responsible authors) using collaboration tools such as Basecamp or a wiki (I prefer the wiki method)

Approaches to content strategy

Content strategy deliverables

  • Content brief
  • Content inventory
    • Spreadsheet containing information for each web page or content module for which you’re responsible for creating, reviewing, or maintaining
    • Lou Rosenfeld: “A content inventory is a process, not a deliverable…. Stop tilting at the windmill of comprehensiveness.”
  • Content audit/qualitative analysis
  • Analysis document
  • Success metrics/key performance indicators (KPIs)
    • How you’ll know if your objectives have been achieved
  • Competitive analysis
  • Assumptions
    • Document assumptions; they’ll likely change
  • Risks
    • Identifying risks helps everyone understand the potential problems before they’re problems
  • Strategy document
  • Final content governance policy
  • Gap analysis
  • Project plan
    • Has the amount of content changed from the statement of work?
    • Is the amount of content doable within resource constraints?
    • How much time is required for various types of approval?
    • When can the implementation team begin accepting final content for production? Can the deliverables be staggered?
    • Average writer can complete six pages per week.

Again, don’t let this scare you. These are huge deliverables and I’ll provide explanations and examples of each of them later.

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