Content Strategy for Developers
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Content Strategyfor Developers
“Content strategy is […]a repeatable system that governs t he management of content throughout the entire content lifecycle.
Rahel Anne BailieIntentionalDesign Inc.
“Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.
Steven Grindlay et al.Content Strategy Alliance
“Okay, content is important, sure, but we really have to get that website done now.
Joseph M. ManagerYour Average Web Agency Inc.
just take the content from the old
website for now!
HOW DID THAT
LOREM IPSUM END UP
ON THE LIVE SITE ?!!
Let’s take a look at a little bit of this and that.
Content strategy is a broad topic.
1. plan 2. assess 3. analyze 4. design 5. maintain
1Purpose
What are we creating this website for?** who eventually pays the bill?
just take the content from the old
website for now!
User-centric design means that the product must satisfy real human needs.
Content is King*
Make sure that everyone in the team knows the purpose.
“Our mission: Make everything hyper great.
Sell our products.
> vague and meaningless
Sell this one cool product.
> too big> too many steps
List and explain advantages of this one cool product.> maybe achievable> but lacking target audience
Show how this one cool product can help young physicians.> you know your audience > content can be very specific
A website without meaningful contentis not worth your code.
2Structure
Many websitesare no better than PDFs convertedto HTML.
WEB PAGES!😱
What’s so bad about unstructuredcontent?
Robots don’t understand unstructured content.
If robots can’t understand your content they can’t help you orchestrating it.
Screenshot: Karen Mc Grane
Don’t write for justone channel
Don’t write for justone channel *
* okay, got ya, we’ll create a website for mobile, too
RWD FTW!
Content needs to be adaptive.
Start creatingcontent models.
Create project-specific content types.Neos allows you to do that just with configuration,no programming required.
ContentTypes
Twitter teaser?Apple Watch headline?
If you create channel-specific content types,you’re probably doing it wrong.
Twitter teaser?Apple Watch headline?
Short teaser. Medium teaser. Super short abstract.
Separation of content and presentation.This time for real.
Add metadata!
[x] show on front page[x] hide in iOS app
[x] breaking news[x] top story
Automate content orchestration.
3Quality
Make content thecentral aspect of your website project.
Invest intoplanning, analysis& design.
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