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Yep, you need content strategy

April 4, 2012

Today’s Presenter

Courtney Clark

Content Strategy Lead

Forum One Communications

Defined Content Strategy plans for the

creation, publication, and

governance of useful usable

content.

- Kristina Halvorson

author of Content

Strategy for the Web

Defined Blah

blah

Defined Blah

blah

Defined Blah

blah

Websites Grow Cookie monster doesn’t have just one

cookie.

Your website is not just one page.

It sounds obvious, but we forget.

We need a plan

We need a plan

So what?

It’s important! Content is what users are looking for

when they visit your site.

It’s influential! Content can build credibility, influence behavior,

and cement relationships.

It’s helpful!

Good Content Quals Relevant

Actionable

User-centered

Clear

Consistent

Concise

Supported

http://www.alistapart.com/articles/a-checklist-for-content-work/

Relevant Are you in the right place, talking to the right people, about

the right stuff?

Is this content relevant to our business goals, users, context

Is this written for the right audience?

Is the content on the right page?

Actionable What is the purpose of this content?

What action do you want users to take?

Actionable

User-Centered What is your user’s mindset?

What does the user want to accomplish?

Are you helping him/her?

User-Centered

Clear Can a user read this content?

Can a user understand it?

Are you using terms the user already knows?

Clear

Consistent Are you using the style guide?

Are you using terms consistently?

Is the tone consistent?

Is the message consistent?

Consistent

Concise Can you say this in one sentence instead of a paragraph?

Do you get to the point in the first sentence?

Did you give the overview before the long report?

Concise Actionable

• What is the purpose of this content?

• What action do you want users to take?

Supported What’s the plan after this content is published?

Is it time sensitive?

Who will update it?

Does it need to be archived?

Do you have the resources to support it?

Supported

Web Writing Tips Use short, direct sentences

Use bullets and numbered

lists when appropriate

Use styles for headings and

links

Resources

Books, Websites, Conferences, etc.

http://www.forumone.com/blogs/post/content-

strategy-resources