A Content Strategy Roadmap

How to make a website: discover, define, design, develop, deploy. It’s a familiar framework for most of our project processes.

Now along comes this content strategy thing. Sure, it sounds like a great idea, but how does it fit in with what we’re already doing?

Well, you could find out by reading Content Strategy for the Web, or you could hear it straight from the book’s author, Kristina Halvorson. In this invigorating seminar, Kristina will walk us through a typical website project to demonstrate why, how, where, and when content strategy happens—and how you can do it in your organization, too.

Create, deliver, and govern your content

You'll determine which kinds of content are useful and usable.

• Hear how copywriting and content strategy differ
• Identify the substance, structure, and workflow of your existing content

Determine how content serves your organization

You'll see how content already influences your user and business goals.

• Dig into data to find content that’s helping your users—and hindering them, too
• Define your messaging, document your style, and plan an editorial calendar

Design for your content

You'll discover how copywriting influences usability and engagement.

• Create message hierarchies and page tables to support helpful content
• Lay out content in page tables with defined content attributes and metadata schema

Establish and maintain a repeatable process

Your publishers, developers, and users will thank you for it.

• Map content requirements to a workflow that’s realistic for your organization
• Train teams to consider SEO, style guides, and QA plans within publishing processes