1.7.3 contentstategy 470c82e7-4cab-4656-973f-0acdaa9bea0a
Post on 28-Nov-2014
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FUNDAMENTALS OF WEB DESIGN:CONTENT STRATEGY
Course Director: Terry Weber
What is a content strategy?2
•A plan to create content that is informative, relevant, meaningful, and interesting to your intended audience.
•A guide to the types of content you want to create.
•A publishing schedule for your content.
Why does content matter?3
•Visitors are coming to your site because they have questions. • You need to answer their questions: what do they
want or need?• Your content provides the answers.• You should provide content in a variety of formats
(text, videos, podcasts, slideshows, visuals, etc.).
•Search engines rank sites based on a number of factors, including relevant content, up-to-date content, and external links to a site’s content.
•Builds trust in your company and helps differentiate you from competitors.
Ways to Use Content4
•Tell Your Story• What makes your company or product better than the
rest. • Why should a customer choose you over a competitor?
•Educate = provide information that will help your audience
•Entertain = engage your audience, make them laugh, make them feel an emotion
•Get them to act = fill out a contact form; buy a product; call your company
•Get them to share = post links to your content on Facebook and Twitter
5 Steps for Content Strategy5
Step 1 = Understand your goals and positioning
Identify your company’s objectives, such as:• Increase leads and sales• Increase brand recognition• Build a community of product evangelists
Identify your company’s advantages compared to the competition:• What makes your company/product unique?• What’s your perspective on trends in your industry?
5 Steps for Content Strategy6
Step 2 = Understand your audience
Identify your site visitors’ goals, such as:•Get useful information•Purchase a product•Find out more about what you offer•View examples/demos/trials•Learn about others who have used your product/service
Identify how people access your website:•Web browser•Mobile / smartphone•Tablet
5 Steps for Content Strategy7
Step 3 = Conduct a content inventory of your current website
Describe the content and format on each page, including text, images, videos, and multimedia.
5 Steps for Content Strategy8
Step 4 = Create a content outline
List the content that should be added to the site in order to meet your goals and the goals of your primary audiences.
5 Steps for Content Strategy9
1. Daily• Twitter and Facebook
updates• Review and reply to blog
comments2. Weekly
• 1-3 blog posts• How-to article• Short video
3. Monthly• Email newsletter• Longer article• Podcast• Case study or customer
success story
4. Quarterly• Webinar• Ebook (PDF)• Contests
5. Yearly• Live or virtual event• Best Practices guide• Mobile application
Step 5 = Create a publishing schedule, such as:
Types of Content - Text10
Text on your site’s main pages – the home page, about us page, description of your products and services, case studies, client success stories, etc.
Blog posts and articles.
Types of Content - Links11
Links to other blog posts, articles, affiliated websites, etc. that your audience would find useful.
Types of Content - Images12
Images can convey or reinforce a point, describe a process, evoke an emotion, or simply provide separation between text.
Types of Content – Video & Audio13
Video testimonials, demos, presentations, webinars, and podcasts
Types of Content – Interactive Content14
Can include Flash, Ajax, JavaScript, jQuery, and Silverlight
Types of Content – Functionality15
• Ecommerce• Search• Contact/request forms• Community / forums• Content management system• Custom programming• Integration with other sites (Facebook, Twitter, Flickr,
Slideshare, Google Maps)• Site security (SSL, logins)
Steps for Content Creation16
1. Research2. Writing3. Editing4. Proofreading5. Publishing6. Sharing
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