We all love our teeth, we want bright, white, shiny teeth. 5-second test on http://www.strobeldentistry.com.
When creating a Web site, we often we want to start with what we do. The dentist sites are not thinking about how we feel. What we want. Location, cheap, feel safe, experience, friendly.
Content Strategy
Plans for the creation, delivery and governance of useful, usable content.
Content, text and data, graphics, video, animation, audio. Text is the thing we usually focus on, it’s something everyone can do and most useful to users, search engines, etc. Many different kinds of text, page title, keywords, description, links.
We’re not just talking about what it is we’re going to create. We’re answering all of the questions, getting to that master plan that won’t only get us to launch, but will create a lifecycle for the content process. No more launch it and leave it.
Messaging
Is not mission statement, brand promise, tagline. It’s an internal tool used to prioritize content types and choices, keep content consistent, guide design choices and align content owners. Laser-focused. Message types, primary (1), secondary messages (3-6) and 1000′s of details. Details should support primary and secondary message.
Messaging pyramid
In 1 second, user should understand call to action. In 10 seconds user should understand primary message, in 2 minutes user should understand secondary messages. Two minutes might be spend on related-content pages.
Page-Level Content Hierarchy
Site map & page template. First steps to detailing information architecture documentation.
Page tables, are specific wireframe-based content definitions. They include structures, details, implications and questions. Objectives (with source materials and maintenance), key messages (not copy, it’s what we want user to understand), priority 1, 2 and 3.
Across Your Sites
“If your people want to publish your mission statement on your Web site, tell them no.” -Kristina Halvorson
Cross-Channel Consistency
One of the biggest challenges. Create governance plan for what happens when an event or content expires. Will the message need to change? Should you keep the content online?
Mobile devices help you focus not only your interface but your content as well. @lukewdesign & @halvorson #aea
Search is a channel to deliver content via meta page description, but how many organizations have a focus and a plan for this.
Ben and Jerry’s Facebook page is a great example of a major missed opportunity. 21,000+ fans, yet no updates since March 7, 2009.
Social media should be a part of your content strategy.
Moral of The Story
You do have an opportunity to shape experience online. When you try to sell this, and you must have buy-in, rather than handing down from on high, present it like you’re going to give them a really great tool to make their job easier. Don’t make this a rule or a guideline.
Tags: aea
Recent Comments