Embed Size (px)
Citation preview
Hello.
I’m Ellen de Vries.@eldevri on Twitter.
A website is not just for
Christmas.
Prevention is less expensive than cure
Dog / website ailments:
•It eats £1000s and demands lots of your
time
•It’s untrained and badly groomed
•It sits lifelessly and ignored in the back
garden
•No-one wants to take responsibility for it
What is good content?
•Relevant to audience and context
•It supports your brand and tone of voice
•Well curated
1. Who is responsible?
• Anchor (wo)man
• Curator
• Editor
2. Establish objectives
•What do you want to the site to achieve?
•Importance versus feasibility •Keep the ‘wouldn’t it be cool if…’ stuff for later
Feasibility.
Importance.
3. Audit and research
•Research competitors
•Work out what’s changing and what stays
•If you’re into Search Engine Optimisation do research now
4. Branding
•Who are you? In a nutshell.•What makes you different?•What do you believe in? Don’t be boring.•Establish a tone of voice.
5 . Messaging
•Who are your audiences?•What problems do they need solving?•How do you make things all better?•What do you want your reader to do next?
6. Create•Create an information architecture (and site map)•Create a schedule for content makers and writers•Don’t forget tagging and metadata
7. Ongoing workflow
•Edit edit edit edit edit•Keep track of expiring content•A schedule for keeping content fresh•Think about your distribution channels•Keep a spreadsheet for your QA
As time goes by… you need to feed and groom it.
