These are notes from a talk by Rick Allen titled “Bare Bones Content Strategy: Simple Ideas for Sustainable Change on the Web” during the HighEdWeb 2015. From Meet Content.
- We should plan for simple.
- Content strategy is simple.
- But content is complex. Content is confusing. Content is time-consuming.
- Complexity is often the problem (solving complex problems with complex solutions, but that is hard to sustain.)
Plan for Simple
- Simple means that tasks are easily understood and done.
- Not getting bogged down in difficult processes.
- Understand the complexity we want to solve. It is hard to simplify if you don’t understand the goals.
- Conduct stakeholder interviews
- schedule, listen and guide, decide what to ask.
- purpose is to help define broad goals.
- identify the themes and shared goals.
- Learn the purpose and value of their content.
- Understand the details
- defining Content Goals, Examples:
- Provide new student information, resources, encourage engagement.
- Describe the distinguishing characteristic of the academic program
- Inform Current Students about course scheduling and policies
- Messaging Guidelines Examples
- Service Oriented, passionate, collaborative (define the jargon!)
- Community Building
Content Creation Workflow
- Content Guides and tools
- Making Content Guides Relevant
- Content Guides and Tools
- Page templates, Content Audits, Calendars, Schedules, Taxonomy, etc.
In the end, the best content strategy is the one that works for you.
- Talk results, not content.
- Don’t talk about the process up-front.
- If content strategy is working, it makes building content easier for everyone.
- Speak human, use plain language. “I make sure the content is useful for the people who need it.”
- Help people understand how content strategy will help them.
Web Developer at Benedictine University near Chicago