how to plan for content during website redesigns
TRANSCRIPT
how to plan for contentduring website redesigns
#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com
Wait, shouldn’t we be avoiding redesigns?
2
#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.
5
#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!
20
#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
26
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
36
#ContentPriorities @jdavidhobbs · https://davidhobbsconsulting.com
Quality is grayscale
37
#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
44
#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.