6. Dog / website ailments:
• It eats £1000s of your money and demands lots
of your time
• It’s untrained and badly groomed
• It sits lifelessly and ignored in the back garden
• No-one wants to take responsibility for looking
after it
7. What is good content?
• Relevant to audience and context
• It supports your brand and tone of voice
• Well curated
8. 1. Who is responsible?
• Anchor (wo)man
• Curator
• Editor
9. 2. Establish objectives
• What do you want to the site to achieve?
• Importance versus feasibility
• Keep the ‘wouldn’t it be cool if…’ stuff for
later
11. 3. Audit and research
• Research competitors
• Work out what’s changing and what stays
• If you’re into Search Engine Optimisation
do research now
12. 4. Branding
• Who are you? In a nutshell.
• What makes you different?
• What do you believe in? Don’t be boring.
• Establish a tone of voice.
13. 5 . Messaging
• Who are your audiences?
• What problems do they need solving?
• How do you make things all better?
• What do you want your reader to do next?
14. 6. Create
• Create an information architecture (and
site map)
• Create a schedule for content makers and
writers
• Don’t forget tagging and metadata
15. 7. Ongoing workflow
• Edit edit edit edit edit
• Keep track of expiring content
• A schedule for keeping content fresh
• Think about your distribution channels
• Keep a spreadsheet for your QA
