Sampler from ‘Web Content Strategy and Planning’

The Essential Short Guide to Web Content Strategy and Planning coverFrom our newest Essential Short Guide, this is a sampler from ‘Web Content Strategy and Planning’


Content Strategy as a Team Effort

Unless you are a one-person blogging enterprise, defining a content strategy is not an isolated activity. An effective strategy comes from a collective effort of many roles within organisations, not least the key stakeholders around the organisation who set or deliver those top-line goals.

Consult those with specialist skills, getting input and/or validation from

  • user experience (UX) design,
  • interface design,
  • web development,
  • search engine optimisation (SEO),
  • content marketing,
  • traditional public relations and “offline” marketing.

In a large organisation, lines of accountability need to be clear. The content strategy needs a small steering group, a wider input group and a very specific point of senior sign-off. This should produce an effective content strategy that meets users’ expectations and fulfils the business or organisation’s goals.

Failing to do this won’t produce a single, coherent strategy, just a collection of competing wish-lists and agendas.

Kristina Halvorson, co-author of Content Strategy for the Web and one of the web’s first content strategists, developed a simple model “The Quad” that identifies Content Components and People Components.

The Content Components:

  • Substance – topics, tone, style, what message we need to communicate
  • Structure – how we prioritize and break up the content into building blocks

The People Components:

  • Workflow – the process, tools and resources we need to create and maintain content
  • Governance – consistency, integrity and quality of the content