Category:User experience -> UX strategy -> Editorial policy

At this point, determine what content goes on the site. Define what content is appropriate to go on the site and what isn’t.

Does the content meet user needs, goals, and interests?
Does the content meet business goals?
For how long will the content be useful? When should it expire? Has its usefulness already expired?
Is the content timely and relevant?

Does the content use the most appropriate techniques to influence or engage users?
Does the content execute those techniques effectively?
Does the content use too many or too few techniques for the context?

Does the content include all of the information users need or might want about a topic?
Does the content include too much or too little information about a topic for the context?

Does the content consistently reflect the editorial or brand voice?
Does its tone adjust appropriately for the context—for example, sales v. customer service?
Does the content convey the appropriate editorial and brand qualities?
Does the content seem to have a style? If so, does the content adhere to it consistently?
Does the content read, look, or sound as though it’s professionally crafted?

Is the content easy to scan or read?
Is the content in a useable format, including headings, bulleted lists, tables, white space, or similar techniques, as appropriate to the content?
Does the content have the appropriate metadata?
Does the content follow search engine optimization (SEO) guidelines—such as keywords—without sacrificing quality in other areas?
Can users find the content when searching using relevant keywords?

Kristina Halvorson (An Event Apart, Boston 2010): “Unintentional messaging occurs when you approach a website from what you need to say, not from the message that people should experience.”
Each page should have three content components:

Primary message: Who you are, what you provide, and what the user gets
Secondary message: Supportive of primary message
Details: Point toward the call to action, either subtly or directly (product descriptions, about us, case studies, help content, etc.)

A List Apart has a good style guide for contributors
If you’re writing a style guide for contributors working in the same organization as yourself I would also include information on:

Political independence—state how contributors treat this. Can they have opinions or should they simply “present the facts.”
Commercial products—can contributors express an opinion (positive or negative) about a product or company?
Terminology on disability
Cultural sensitivity—especially if contributors are writing for an international audience

According to November 2009 article by James Pitaro, Yahoo vice president of media, three-quarters of internet users (47% of US population) now watch video online. 11 billion videos (up 24% year over year) were streamed in September 2009.
Short-form video is key to Yahoo success in original content.
Good web video is not just a good idea, but a good internet idea—something that takes advantage of internet’s uniqueness. Something too niche for Hollywood is a good fit for internet.
Develop a unique voice and identity and choose a space that’s own-able.
Yahoo analyzes search and click-through-rate data to see what users want, and then program to it.
Must be timely—and what is timely depends on category. This is what Pitaro calls “fast twitch” programming.
Pitaro: Users have repeatedly conveyed to us that they don’t want to be told when to watch a video; they want to watch it when they want to watch it.
Pitaro: The barriers to entry have been lowered and many companies are producing short-form programming for under US$10,000 per clip.

How to present tabular data in more interesting and accessible ways (e.g., animated charts, maps)

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