Engagement phase

  • Kick-off questions
    • Do you know how much content you have on your current site?
    • Have you (or will you) audit the content on your current site?
    • Are you archiving old and poor quality content on your current site?
    • Do you know who is going to (re)write all the content for the new site?
    • Does someone have overall responsibility for content quality during the project and beyond?
    • Do you know (roughly) how many hours per week will be dedicated to maintaining content on the new site?
    • Does the current site’s content have dedicated (subject matter expert) owners?
    • Do you know if any content is syndicated from other systems?
    • Will or do you have a (digital) content style guide?
  • Content audits: why bother?
    • what content types currently exist (and will continue existing) ?
    • what state is the content in?
      • will it need lots of work?
    • where is content feeding in from?
      • e.g. social, RSS, APIs, CMS
    • is some content out of control and are there constraints aroud its accuracy, format, availability?
    • how much content will the new navigation need to handle?
    • has the existing team been able to maintain what they already have?
    • what content is or has been popular / unpopular?
      • what analytics is available?
  • Content audits: how to…
    • Assign an auditor who will be involved throughout the project
      • often this is best for someone within the organisation
      • not a job to “chuck to the intern”
        • but someone who understands digital communication
    • Download your content inventory template sheet (GDoc)
      • C0lumns include: content owner; functionality and forms; files and media; statistics; key messages; accuracy/relevance; content quality; archive / migration readiness; RED FLAG for immediate attention; Notes
    • OR use an automated tool
      • e.g. www.content-insight.com
    • Capture a skeleton of the site
    • Perform a detailed audit of the site
  • Content audits: Estimating
    • look for a sitemap (footer / ./sitemap.html / XML sitemap)
    • Google: site:www.client-site.com + advanced search
    • gauge repetitive content – no need for qualitative analysis of staff profiles/news items
    • Create spreadsheet to estimate time required
      •  Client input required
  • Content ecosystems
    • e.g. university site might have website, international student site; facebook; twitter; alumni site; intranet; prospectus; handbook …
    • run a session with a client
    • use post-its and pens to capture sources of content
    • turn into a diagram or spreadsheet
    • note sources client has direct control over
    • annotate interesting content types
    • included in your discovery report
    • share insights with wider project team
  • Competitor landscape analysis
    • …
  • Design and build phase
    • design with proto-content
      • e.g. current site’s content
      • e.g. competitor content
      • write your own throw-away content
      • use draft content
      • commission sample content
      • Use typical and edge-case proto-content
        • e.g. push the design
        • multi-date events + best format
        • events that have started but haven’t finished
  • Content production planning and prioritisation
    • Content “hats”
      • the writers (similar template for videographers, …)
        • skills
          • writing for the web
          • ability to apply style guide
          • domain knowledge (ideally)
        • responsibilities
          • research and consult subject experts
          • draft and revise content
          • source relevant media
      • the senior editor