1. Lorem Ipsum Dolor?
Yep, you need content strategy
April 4, 2012

2. Today’s Presenter
Courtney Clark
Content Strategy Lead
Forum One Communications

3. Defined
Content Strategy plans for the
creation, publication, and
governance of useful usable
content.
- Kristina Halvorson
author of Content
Strategy for the Web

4. Defined
Blah
blah

5. Defined
Blah
blah

6. Defined
Blah
blah

7. Websites Grow
Cookie monster doesn’t have just one
cookie.
Your website is not just one page.
It sounds obvious, but we forget.

8. We need a plan

9. We need a plan

10. So what?

11. It’s important!
Content is what users are looking for
when they visit your site.

12. It’s influential!
Content can build credibility, influence behavior,
and cement relationships.

13. It’s helpful!

14. Good Content Quals
 Relevant
 Actionable
 User-centered
 Clear
 Consistent
 Concise
 Supported
http://www.alistapart.com/articles/a-checklist-for-content-work/

15. Relevant
 Are you in the right place, talking to the right people, about
the right stuff?
 Is this content relevant to our business goals, users, context
 Is this written for the right audience?
 Is the content on the right page?

16. Actionable
 What is the purpose of this content?
 What action do you want users to take?

17. Actionable

18. User-Centered
 What is your user’s mindset?
 What does the user want to accomplish?
 Are you helping him/her?

19. User-Centered

20. Clear
 Can a user read this content?
 Can a user understand it?
 Are you using terms the user already knows?

21. Clear

22. Consistent
 Are you using the style guide?
 Are you using terms consistently?
 Is the tone consistent?
 Is the message consistent?

23. Consistent

24. Concise
 Can you say this in one sentence instead of a paragraph?
 Do you get to the point in the first sentence?
 Did you give the overview before the long report?

25. Actionable
Concise
• What is the purpose of this content?
• What action do you want users to take?

26. Supported
 What’s the plan after this content is published?
 Is it time sensitive?
 Who will update it?
 Does it need to be archived?
 Do you have the resources to support it?

27. Supported

28. Web Writing Tips
 Use short, direct sentences
 Use bullets and numbered
lists when appropriate
 Use styles for headings and
links

29. Resources
Books, Websites, Conferences, etc.
http://www.forumone.com/blogs/post/content-
strategy-resources