how to plan for content during website redesigns

how to plan for contentduring website redesigns

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com

Wait, shouldn’t we be avoiding redesigns?

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#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 3

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 4

but…

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com

We should extend the gap between redesigns as much as

possible.

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#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 6

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 7

Use a one-off checklist

hobbs.direct/report-microsite-checklist

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 8

Many problems are broad

page section whole site

we are usually focused narrowly

but critical problems are

here

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 9

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 10

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 11

We wantbrand new

content

Why relevant

• Need to think outside the current mindset

• There are certainly blatant problems you should resolve

• Want to reset for higher standards going forward

• Hard to imagine how to improve things without gutting

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 12

We haveexisting content

Why relevant

• You are starting from somewhere

• You don’t want to repeat your mistakes

• Except for small sites, a complete rewrite is probably unrealistic

• There are almost certainly pockets of good content

• Redirects

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com? 13

Old New

or

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com? 14

Forklift Nuclear

orhttp://hobbs.direct/beyond

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 15

tossintegrate

move as ischange format

rewritebrand new

restructure

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 16

Old New

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 17

Understand what we have

Define wherewe are headed

Define how we get there

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 18

InventoryStructure,

quality, vision.Buckets,

dispositions, estimates

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 19

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com

Inventories are interesting!

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#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 21

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 22

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 23

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 24

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com

Sources of data

• View• Origin• Usage• Intent

25http://hobbs.direct/rethink-sources

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com

Sources of data

• View• Origin• Usage• Intent

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Applyingthe data

• Add• Merge• Scrape• Override

X

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 27

Apply rules

metadata → bucket bucket → disposition

http://hobbs.direct/panning-gold

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 28

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 29

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 30

tossintegrate

move as ischange format

rewritebrand new

restructure

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 31

Rules, low tech

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 32http://hobbs.direct/random

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 33

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 34

An inventory is an EXPLORATION

You should be able to: • ask new questions• consume new information• use the inventory over time

http://hobbs.direct/rethink-exploration

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com

All discussions should center onquality

35http://hobbs.direct/quality-migration

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com

Qualityimpactsother areas

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#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com

Quality is grayscale

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#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 38http://hobbs.direct/gap

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 39http://hobbs.direct/gap

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 40http://hobbs.direct/estimate

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 41http://hobbs.direct/estimate

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 42http://hobbs.direct/estimate

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 43

http://hobbs.direct/estimation-sheet

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com

Global & large rollouts: bucket by type of site

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#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 45

#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com 46

If you only do four things:

1. Use a checklist to try stopping one-offs now.

2. Be creative in assigning dispositions (NOT just forklift or brand new).

3. Attempt to use rules to assign dispositions (NOT just page-by-page).

4. Estimate effort level —not that it will be accurate but simply to drive strong discussions.