58. âContent strategy guides
your plans for the
creation, delivery and
governance of content.â
âKristina Halvorson and Melissa Rach,
Content Strategy for the Web
47Friday, September 27, 13
63. â˘Serve
 more
 citizens
â˘Increase
 revenue
Â
â˘Reduce
 call
 volume
 by
 5%
 fr
 last
Â
year
â˘Increase
 recycling
 pickup
 by
 4%
â˘Get
 2,000
 people
 registered
 for
Â
Earth
 Day
Â
51Friday, September 27, 13
68. â˘I
 want
 to
 know
 if
 the
 city
 will
Â
pick
 up
 my
 recycling.
55Friday, September 27, 13
69. â˘I
 want
 to
 know
 if
 the
 city
 will
Â
pick
 up
 my
 recycling.
â˘I
 need
 to
 order
 a
 new
 garbage
Â
can.
55Friday, September 27, 13
70. â˘I
 want
 to
 know
 if
 the
 city
 will
Â
pick
 up
 my
 recycling.
â˘I
 need
 to
 order
 a
 new
 garbage
Â
can.
â˘Why
 the
 heck
 didnât
 you
 pick
 up
Â
my
 brush
 pile?
55Friday, September 27, 13
81. I
 am
 going
 to
 the
 store
 today.
64Friday, September 27, 13
82. I
 am
 going
 to
 the
 store
 today.
Store
 the
 going
 today
 I
 am
 to.
64Friday, September 27, 13
83. When you feel chest pains, you need
urgent medical attention. Please don't
wait to see if you feel better, or
postpone going to the physician
because you don't want to be a bother.
Your physician would much rather
check you out and send you home with
a diagnosis of heartburn than have you
sit at home and die of a heart attack.
65Friday, September 27, 13
84. What to do if you feel chest pains:
Get urgent medical attention. Don't
wait to see if you feel better, or put oďŹ
going to the doctor. Your health is
important to your doctor. Your doctor
is the best person to see what is wrong.
Your life could be at stake!
66Friday, September 27, 13
85. What to do if you feel chest pains:
Get urgent medical attention. Don't
wait to see if you feel better, or put oďŹ
going to the hospital. Your health is
important to your physician. Your
physician is the best person to see what
is wrong. Your life could be at stake!
67Friday, September 27, 13
89. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
71Friday, September 27, 13
90. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
71Friday, September 27, 13
91. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the
71Friday, September 27, 13
92. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
71Friday, September 27, 13
93. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake
71Friday, September 27, 13
94. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
71Friday, September 27, 13
95. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country
71Friday, September 27, 13
96. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
71Friday, September 27, 13
97. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming
71Friday, September 27, 13
98. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
71Friday, September 27, 13
99. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take
71Friday, September 27, 13
100. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
71Friday, September 27, 13
101. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space
71Friday, September 27, 13
102. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space skiing
71Friday, September 27, 13
103. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space skiing
water
71Friday, September 27, 13
104. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space skiing
water want
71Friday, September 27, 13
105. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space skiing
water want
grid
71Friday, September 27, 13
106. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space skiing
water want
grid Flaming
71Friday, September 27, 13
107. A Fishermanâs Paradise
Flaming Gorge National Recreation Area is the perfect getaway for all
types of vacationersâespecially fishermen
Enclosed by bright red __________ walls and situated amidst
__________ rolling hills of Ashley __________ Forest lies Flaming
Gorge __________ âone of the best __________ fishing destinations
in the __________ . î˘e 91-mile lake __________ the gem of the
__________ Gorge National Recreation area, __________ draws in
vacationers who __________ advantage of the lakeâs __________ -sized
trout and ample __________ for boating, skiing, jet __________ , house
boating and other __________ sports. For people who __________ to
get oďŹ the __________ for a few days, __________ Gorge National
Recreation Area is __________ perfect retreat.
canyon
the National
Lake trout
country is
Flaming which
take trophy
space skiing
water want
grid Flaming
the
71Friday, September 27, 13
114. Simple:
 Pick
 one
More:
 Think
 about
 industry-Ââ
specific
 usage
76Friday, September 27, 13
115. Simple:
 Pick
 one
More:
 Think
 about
 industry-Ââ
specific
 usage
Customize:
 Add
 organization-Ââ
specific
 info
76Friday, September 27, 13
123. The
 Louisville
 Solid
 Waste
 Authority
 presents
 a
Â
professional
 demeanor
 as
 we
 endeavor
 to
 keep
 the
Â
city
 clean,
 prosperous,
 and
 environmentally
Â
responsible,
 in
 an
 economically
 efficient
 way.
83Friday, September 27, 13
126. We
 say...Order
 online.
We
 donât
 say...Let
 us
 hook
 you
 up
 with
 a
 new
Â
garbage
 cart!
 [too
 slangy]
84Friday, September 27, 13
127. We
 say...Order
 online.
We
 donât
 say...Let
 us
 hook
 you
 up
 with
 a
 new
Â
garbage
 cart!
 [too
 slangy]
We
 say...Louisville
 Solid
 Waste
 partners
 with
Â
citizens
 and
 businesses
 to
 keep
 our
 city
Â
clean.
84Friday, September 27, 13
128. We
 say...Order
 online.
We
 donât
 say...Let
 us
 hook
 you
 up
 with
 a
 new
Â
garbage
 cart!
 [too
 slangy]
We
 say...Louisville
 Solid
 Waste
 partners
 with
Â
citizens
 and
 businesses
 to
 keep
 our
 city
Â
clean.
We
 donât
 say...Please
 look
 to
 LSW
 for
 your
Â
environmental
 and
 waste
 removal
 needs.
Â
[too
 stilted,
 passive,
 unfamiliar
 acronym]
84Friday, September 27, 13
132. Internet
 or
 internet?
email,
 e-Ââmail,
 E-Ââmail,
 what??
citizens,
 businesses,
 Louisvillians?
Â
85Friday, September 27, 13
133. Internet
 or
 internet?
email,
 e-Ââmail,
 E-Ââmail,
 what??
citizens,
 businesses,
 Louisvillians?
Â
615.500.4131,
 615-Ââ500-Ââ4131,
Â
(615)
 500-Ââ4131?
 What
 about
 the
 1-Ââ
 ?
85Friday, September 27, 13
134. Internet
 or
 internet?
email,
 e-Ââmail,
 E-Ââmail,
 what??
citizens,
 businesses,
 Louisvillians?
Â
615.500.4131,
 615-Ââ500-Ââ4131,
Â
(615)
 500-Ââ4131?
 What
 about
 the
 1-Ââ
 ?
Should
 we
 call
 out
 time
 zone
 in
 copy?
85Friday, September 27, 13
135. Internet
 or
 internet?
email,
 e-Ââmail,
 E-Ââmail,
 what??
citizens,
 businesses,
 Louisvillians?
Â
615.500.4131,
 615-Ââ500-Ââ4131,
Â
(615)
 500-Ââ4131?
 What
 about
 the
 1-Ââ
 ?
Should
 we
 call
 out
 time
 zone
 in
 copy?
Should
 we
 mention
 that
 prices
 are
 in
 USD?
Â
85Friday, September 27, 13
142. A.
 Anytime
 you
 work
 on
 a
 site
Â
that
 doesnât
 have
 one.
B.
 When
 youâre
 redesigning.
C.
 When
 you
 need
 to
 answer
Â
some
 questions
 about
 your
Â
site.
91Friday, September 27, 13
148. Right
 now:
â˘Work
 with
 your
 group
â˘Start
 an
 inventory
â˘Chunks
 or
 pages?
â˘Capture
 several
 items
97Friday, September 27, 13
168. Content Template
This list should get you started to create content templates for your work. You wonât use
every item on every template, and you may need to add items of your own to consider,
depending on the needs of your site.
Items in italics donât appear to the user but may be very helpful to content creators.
⢠URL ! Keywords?
⢠Section
⢠Audience(s)/Availability
⢠Message
⢠Style and tone notes
⢠Browser page title! Char lim?
⢠Headline! Char lim? Keywords?
⢠Body/Media ďŹle! Char lim/Pagination/File specs?
⢠Sidebar [Another content item?]
⢠Image/Supplementary ďŹles! Specs?
⢠Thumbnail! Specs?
⢠Caption/Description! Char lim?
⢠Related links [DeďŹnitely other content items.]
⢠Summary! Char lim?
⢠Categories
⢠Tags
113Friday, September 27, 13
169. Right
 now:
â˘Work
 with
 your
 group
â˘Make
 a
 template
â˘Which
 content
 item?
â˘List
 info
 you
 need
114Friday, September 27, 13
175. Content Template
This list should get you started to create content templates for your work. You wonât use
every item on every template, and you may need to add items of your own to consider,
depending on the needs of your site.
Items in italics donât appear to the user but may be very helpful to content creators.
⢠URL ! Keywords?
⢠Section
⢠Audience(s)/Availability
⢠Message
⢠Style and tone notes
⢠Browser page title! Char lim?
⢠Headline! Char lim? Keywords?
⢠Body/Media ďŹle! Char lim/Pagination/File specs?
⢠Sidebar [Another content item?]
⢠Image/Supplementary ďŹles! Specs?
⢠Thumbnail! Specs?
⢠Caption/Description! Char lim?
⢠Related links [DeďŹnitely other content items.]
⢠Summary! Char lim?
⢠Categories
⢠Tags
117Friday, September 27, 13