Web Content Strategy – How to Plan for, Create and Publish Online Content for Maximum ROI

Joe Pulizzi, a thought leader, speaker, writer and evangelist for content marketing, is founder and chief content officer for Junta42, a content marketing/custom publishing community search engine and resource, helping businesses of all sizes learn how to create valuable, relevant and compelling content. Joe has authored several useful resources, including a free eBook and several articles on his blog.

His presentation titled Web Content Strategy – How to Plan for, Create and Publish Online Content for Maximum ROI on slideshare contains concise and powerful hints on planning your web content strategy.

[slideshare id=1007592&doc=oms012109l-brain-trafficjunta42-1234189375396052-3]

Some salient points from the presentation:

What is content strategy?

  • Content strategy is planning for the creation of useful, usable content.
  • Not just WHAT you’re going to publish and WHERE, but WHY.
  • Content strategy isn’t just deciding what you’re going to include. It’s deciding what you’re going to leave out.

Website Foundation

  • What are my business objectives?
  • What are my users’ (customers’) goals?
  • Any content that doesn’t meet these needs is just getting in the way.
  • Avoid wasting money on designing, creating and maintaining unnecessary content.
  • Keep project teams aligned throughout the process.

Website Content Strategy

  • What content do we want to create, and why?
  • How are we going to create it?
  • What will happen to it once it goes up on the site?
  • Plan strategically for required content, scope realistically, then scale according to time and budget.

Website Content Strategy: Content Audit

  • Possibly the most important thing you can do to avoid scope creep and minimize risk
  • Catalog web pages, print materials, all communications
  • Conduct a gap analysis
  • Don’t commit to content you can’t create or maintain

Content Specifications and Creation

  • Get real-world content specifications as early as possible
  • Identify who is responsible for providing, reviewing, and approving the content before writing begins
  • Train or hire web writers … it’s a very, very different process and medium from print
  • Keep the content audit up-to-date to eliminate redundant workflows among various communicators
  • Ensure quality and quantity control, informed by clear recommendations and overseen by dedicated resources

Business Impact of a Content Strategy

    • Engages all stakeholders early in the website project process to ensure alignment, investment, and accountability around content creation and maintenance
    • Provides accessible documentation for all project team members to help judge proposed content effectiveness with regard to business objectives and user goals
    • Results in higher quality content, which improves customer satisfaction, sales leads, online service and support, trust in brand, and so on
    • Creates true content accountability for all project members early in the process
    • Facilitates future state content planning (editorial oversight, expansion, maintenance
  • QUANTITATIVE (anecdotal)
    • Projects driven by web content strategies are completed in up to 25% less time than design-centered projects
    • Assuming stakeholders and business requirements remain the same, scope changes during content creation phase happen less than 10% of the time
    • Client satisfaction with final product is close to 100%
    • Measurable project objectives are realized within 3-6 months post-launch (with appropriate supporting communications)

Do not miss the opportunity to download his free eBook titled “Seven Content Strategies to Build Trust with Today’s Savvy Consumers”

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