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

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

Strategy document

Determine what content is needed and why.

1. How will content be structured?
2. How will content be maintained?
3. Is there a near-term future release planned? If so, what content will it include?
4. How do you know when to make changes—how to set rules for content updates?

Style guidelines

1. Help ensure content consistency and accuracy
2. Brand values
3. Voice and tone
• Professional not academic
• Confident not arrogant
• Clever not cutesy
• Expert not hip
• Kristina Halvorson: This/not this
• Less like contact us; more like get in touch
• Less like our web content offers benefits that gobeyond the expected outcome; more like more than good web writing. Way more.
• Less like our web writing experts have a myriad of creative skills as well as substantial technical expertise in the area of web content; more like our web writers aren’t just well-trained. They’re seriously talented.
• Less like at Brain Traffic, we have an enthusiasm and passion for content that shows in everything we do; more like everyone at Brain Traffic loves content. A lot.
4. Correct usage
5. Trademark usage
6. Web writing considerations
• Text links
• Labeling
• Metadata
• Repeating content elements
7. Web writing best practices
8. Map messages to business objectives and user goals

Create message hierarchy

1. Primary message is the single most important thing you want the user to learn
2. Secondary messages extrapolate primary message and will vary by audience
3. Details provide evidence for primary and secondary messages
4. Call to action is what you want the user to do after receiving the messages

Identify metadata

• Metadata enables:
  • Effective retrieval
  • Systematic reuse
  • Automatic routing based on workflow status
  • Tracking of status
  • Reporting
• Page title tag
• Page description tag
• HTML tags for headings
• Keyword tags

Define content structure

1. Overall content structure
2. Page templates or patterns
• Wireframes representing repeating page-level content focused on page layout and functional requirements
3. Page-level requirements (page tables)
• Kristina Halvorson: Page table tells you everything you need to know about the content on a specific page or module—from the objective and source content to the content recommendations and their implications, including requirements for creation, delivery, and maintenance.
4. Content format
5. Labeling
• Keep an eye on how labels might support key messages
• Provide context, consistency, and clarity at every level
• Make sure labels are intuitive to users
6. Linking strategy
• Drive users to tasks that support fulfillment of business objectives
• Steer users toward additional, related information that may support their decision making processes
• Offer relevant pieces of information that will further engage the user in your brand experience
• Encourage users to join an online community, participate in a social media channel, or comment on a blog
7. CMS content types
• Document template upon which the content will be based
• Metadata associated with content
• Workflows
• Information management policies
8. Related content channels
• Kristina Halvorson: The two primary considerations here are where your audiences are, and how they want to receive (or pull) content from your organization
9. Site map shows recommended hierarchy of information
10. Process flows show how users will move throughout the site
11. Content requirements (same format as content inventory)
• Page or component ID
• Page or component title
• Content owners (creators, reviewers, approvers)
• Source content location
• Missing source content
• Document versions
• Open questions
• Metadata requirements
• CMS attribute requirements
• Content creation plan
• Which content needs to be created?
• Who is responsible for each and every piece of content?
• How does the source content map to new content requirements?
• Where will the content be stored and delivered throughout the creation process?
• How will the content get done on time and on budget?

Categories:

• User experience
  • UX strategy
• Content strategy

Strategy