4. Web Content Development
Best Practices
Tools and organizational
HexaGroup Overview Best practices
changes
Content
6 phases of web content development
5. Best Practices – It’s all about Content
The Raw Material
Information Design,
Instructional Design, Research,
Script and Storyboarding,
Technical and Creative Writing
Who, What, Why and When How
Research, Consulting, Audits, Print, Multimedia, Web, Software,
Benchmarking, Focus Groups Games, Video, Mobile app, FaceBook,
CBT
Keeping The Message Making the Content Available
Current & Consistent Maintenance, Hosting, IT Architecture,
Updates, Content Management Printing, Replication,
Policies and Procedures Live Broadcast, Webinars, LMS
Spreading the Message
Advertising, Online
Marketing, PR, Social Media
6. Website Development Process
Information Design – The Blue Print
Marketing audit, competitive analysis,
wireframes, flowcharts
Content Development – The Raw Material
Content gathering, writing, aggregating,
licensing. UGC
Visual Design – User Interface
Interface design, web design guidelines
Technical Implementation – The Platform
Customize architecture for high-end
functionalities
Search Engine Marketing – Promotion
Enhance competitive edge through search
engine optimized best practices
Web Governance – Keeping the Word
Prevent communication breakdown
12. Content Development
CONSOLIDATE CONTENT
Specific identification of content sources and types
Creation of content matrices
Gathering of all original source materials
Sorting of existing content by section and roles
ASSIGN ROLES
Finalize development timeline
Assign content development / licensing roles
Make arrangements to interview SME
Special content development – Multimedia/video
13. Content Development
CREATION & FINALIZATION
Drafts / reviews
SEO
Localization
DELIVERABLES
Page-by-page content
Messaging
Graphic / Image for each page
Multimedia content (audio / video / animation)
14. Visual Design
KEY ELEMENTS
Understand corporate
standards (or the lack of)
Absorb client likes and
dislikes
Consistency
Diversity
Always review designs in
web formats
Extend approved interface
to all possible scenarios
17. Technical Implementation
POPULATE
Migrate content from existing site
Input new content
Integrate syndicated content
TEST
COMMISSION / GO LIVE
Documentation / Documentation / Documentation
User / Admin / Developer manuals
18. Promotion / Search Engine Marketing
SEO PPC
Apply all elements of ID and CD phases
• On page optimization
• Search engine friendly site map
• Website registration
Review SEO positioning after 1 month of launch
Ongoing SEO
• Competitive Analysis
• Keyword research
• Content Development
• Tracking
20. Web Content Development Process - Summary
Information Design – Strategy
Marketing audit, competitive analysis,
wireframes, flowcharts
Content Development – The Raw Material
Content gathering, writing, aggregating,
licensing. UGC
Visual Design – User Interface
Interface design, web design guidelines
Technical Implementation – The Platform
Customize architecture for high-end
functionalities
Search Engine Marketing – Promotion
Enhance competitive edge through search
engine optimized best practices
Web Governance – Keeping the Word
Prevent communication breakdown
21.
22. Web Content Development
Best Practices
Tools and organizational
HexaGroup Overview Best practices
changes
Digital Tools
Organizational Changes
23. Digital Marketing Tools
Content Management
System
CRM
Event Management
PPC
Online media
Social Media Management
Presentation Management
24. Organizational Changes - Past
MARKETING IT
Strategy Technical Implementation
Content Governance (or lack of)
Visual Analytics
Promotion
Website Architecture
Web Strategy
Slow or no coordination
Rising frustrations
No KPIs – only analytics
Static
25. Organizational Changes – Present and Future
Digital Team Outsource
Strategy Coordination No
Architecture Both
Graphics Main interface / Multimedia
Content Technical / Specialized
Coding Functionality coding
Social Media Best practices / Platforms
Online Advertising Platforms
SEO No
PPC Platforms
IT responsibiilty back to core business
KPI driven strategies
Dynamic
26. TAKE HOME
• It’s all about CONTENT
• Do not under-estimate any of the 6
steps
• Understand the skill set necessary to
perform each of the step
• Collaborate