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Planning content: Asking the right questions, getting the requirements down, creating maps — information architecture. Developing content: Getting content from clients, keeping an eye on the requirements, editing and getting approval.
Maintaining content: Keeping the map alive, conducting audits, keep the requirements fresh and keeping the content accurate. Discovery Discovery is about taking what you already know about your client and using it to work out what content they need. Never forget that our clients understand the minds of their customers far better than we do.
Try experimenting with the following techniques: Mind — mapping : A great way to brainstorm what content you need and why you need it. Card sorting : A fun way for usability-test-users and clients to define how content should be organized and grouped. Requirements An important outcome of the discovery phase is that you should have some clear requirements for your content. You can consider different kinds of requirements: Legal requirements: For example, in the UK, trade descriptions for products and services must be accurate. Creative requirements: For example, MailChimp has tone-of-voice guidelines.
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- Content Strategy for the Web.
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Technical requirements: Some sites, for example , require photos to be a maximum of px. Some suggestions: Constant communication: Keep things consistent by discussing details early on. Keep everyone involved: Clients, content strategists, designers, developers, etc. Regular technical reviews: avoid hiccups, and smashed faces.
Maintaining Content So your site is live, your content is being consumed and everything is going to plan. Conduct Audits on Both Ends Content audits sometimes called content inventories are the key to maintaining a well-oiled content strategy. Analyze and Experiment A final consideration when it comes to maintaining and optimizing your content is the use of analytics to test quality, effectiveness and to gain insight through experimentation. Summary My three stages of content development: Planning content: research content requirements, involve your clients in the research and help them understand the importance of content for their website and for their business.
Developing content: work well with others, collaborate and follow the roadmap, instigate an ethos of an ongoing workflow. Host regular discussions and keep people aware of the greater purpose of their content.
Maintaining content: Introduce strict editorial calendars to keep things fresh. When conducting content audits, also consider technical back-end aspects of content. View Services. This will give you a clear picture of how much new content you need to create and where to start.
What Is Content Strategy?
When creating website content, firms often think about what they want to say instead of what their audience wants to read. Buyer personas help you visually picture the type of people you are trying to reach and better understand buyer behavior. By determining your key buyer personas, you can create personalized content that is targeted and relevant to their interests, needs and goals. Your content is meant to answer their questions, educate them on industry topics, and address their pain points.
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Remember that you have more than one audience, and your website should have content that caters to each one. In addition to prospects, you should create website content that is geared towards clients, prospective employees, business partners, the media, etc. Your content should also lead visitors and prospects down the sales funnel. Your website should have a variety of content that addresses different questions or concerns depending on where the prospect is in the client journey , from awareness to purchase to advocacy.
For example, a blog is a great tool for building awareness, educating and answering general questions about your services or industry. With a solid strategy, each piece of content on your website will have a specific purpose and target audience. People use the Internet to conduct research and discover information on a variety of topics.
Be sure to use your website content as an opportunity to educate prospects about trends and common questions in the industry, and for those further down the sales funnel, your company, process and services. Another example audience is job seekers, who are researching companies where they would like to work.
A Careers section with insight into your company culture is relevant to them.
A Beginner's Guide to Content Strategy for the Web: 10 Things You Need to Know
These are some of the content essentials to include on your website:. Take the time to create copy that informs, educates and guides your audience. The length of your copy depends on the purpose of the page and your overall message, but a minimum of words is a good rule of thumb for SEO purposes. With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.
Content Strategy for the Web
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Start reading. Read it to: Understand content strategy and its business value Discover the processes and people behind a successful content strategy Make smarter, achievable decisions about what content to create and how Find out how to build a business case for content strategy With all-new chapters, updated material, case studies, and more, the second edition of Content Strategy for the Web is an essential guide for anyone who works with content. Reality 1.