Content Creation and Management Strategy

Websites tend to take on a life of their own, their growth fuelled by new products and services, changing brand campaigns, multiple publishers, constantly-shifting executive priorities, user-generated content, and more. Beyond the website, there are company blogs, Twitter feeds, press releases, email communications, and so on.

Content flows freely, rapidly flooding our customers with too much information and drowning its keepers (web editors and content managers) in the process. It is imperative a long term strategy is implemented to manage all this content.

Content is the King - A much used phrase but the meaning is still largely ignored by many, though its impact is felt throughout the customer acquisition, conversion and retention process. Suffice it to say that Content affects every part of the web process, be that design, development, SEO, email campaigns etc. We have Good Content Strategy plans for:

Creation. What content will be created and why? How will that content be structured and found? Where will the content come from? Who will be in charge of creating it?
Delivery: How will content get online? Who will review it, edit it, approve it, and upload it? What goes into phase one, phase two, and so on? How and where will you deliver content to your users? Which tools and data will ensure your users will find it?

Governance: Who cares for the content after it goes live? What’s the plan for adding, updating, and archiving content? What are the policies, standards, and guidelines by which content will be evaluated?

Simply recommending “here’s how we should do this” isn’t enough. Because the web content process touches so many areas we need to confirm that all stakeholders understand and align with the content strategy before moving forward.