A content strategy provides a plan for how to use content to simultaneously meet user needs and support business goals. When redesigning a website it may be very tempting to just transfer all of the content from your old site to your new site – after all, it already exists, right? The problem is that just having content doesn’t mean it’s successful at doing what you need it to do for your business. Check out a sample content strategy proposal I've created for a redesign of Fairmont State University’s (FSU) main website.
For this post, I’ve created a sample content analysis of the Motor Neuron Disease (MND) Association’s digital content on their website and social media channels (Facebook, Twitter, Instagram, YouTube). The MND Association works on “improving access to care, research and campaigning for those people living with or affected by MND in England, Wales and Northern Ireland.” The aim of the analysis was to determine if the organization’s current content aligns with the business goals defined in its management strategy developed by strategic advisor Bernard Marr & Co., and report findings and recommendations to the organization’s Board of Directors.
In her book The Content Strategy Toolkit, Meghan Casey (2015) lists 3 methods for identifying the problems and opportunities of a website’s content: a content audit, an analytics review, and user testing. This first option – a content audit – is what she recommends starting with. For this post I’ve conducted a sample content audit of Médecins Sans Frontières/Doctors Without Borders' (MSF) external-facing website for the United States. Read my full content audit report to learn more about how I evaluated the MSF site and what I found.
There's a lot of junk our there in terms of content and in the last 15 years, we’ve done a pretty good job of creating an astronomical amount of it in the digital sense. Faced with this new importance of content, businesses have looked to content strategy to help, applying it heavily to content marketing and UX. But how has the expansion of content strategy into new areas of focus recently effected the concept of content strategy and how may it continue to evolve with our content-centric world?