content strategy made easy
TRANSCRIPT
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Hello. I’m Ellen de Vries. @eldevri on Twitter.
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A website is not just for Christmas.
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Prevention is less expensive than cure
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Dog / website ailments:
• It eats £1000s of your money 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 looking
after it
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What is good content? • Relevant to audience and context
• It supports your brand and tone of voice
• Well curated
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1. Who is responsible?
• Anchor (wo)man
• Curator
• Editor
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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
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Feasibility.
Importance.
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3. Audit and research • Research competitors
• Work out what’s changing and what stays
• If you’re into Search Engine Optimisation do research now
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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.
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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?
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6. Create • Create an information architecture (and
site map) • Create a schedule for content makers and
writers • Don’t forget tagging and metadata
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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
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As time goes by… you need to feed and groom it.
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Thanks for listening. Ellen de Vries [email protected] Twitter: @eldevri