Content strategy deliverables
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This document outlines the deliverables for the content strategy analysis and design phases of a website refresh project for SoCalGas. It includes conducting a competitive content analysis, communications brief, and analysis of their current editorial process and recommendations. It also involves assessing readiness of resources, processes, and technology. In the design phase, deliverables include creating a message map, page templates, a content matrix tracking all content, and an editorial style guide. A governance plan will also define approval processes, roles, and policies for managing content.
Content strategy deliverables
- 1. Content Strategy Deliverables for SoCalGas Refresh Project II. Analysis/Define Phase Competitive Content Analysis – A list of features and content areas being provided by competitors to figure out basic “must haves” for the new site. Some include: support pages, executive bios, About us, safety, regulatory information, emergency services, javascript based language translation tools, environmental services, community forums, investor relations, newsrooms/media, Rebates/products and services. Others include social feeds, chat features and more sophisticated elements. Communications Brief / Summary of the content strategy direction and purpose for the project. Editorial Process Analysis & Recommendations – Discover and document the process the client currently uses to publish content and make recommendations based on the existing model. Includes: Where do requests for new content or updates originate? Who assigns the work? Who performs the work? Who edits or proofs the work? Who updates graphics and images? Who updates the editorial style guide? Who fact checks the work? How does compliance factor into content approval? How much time does each step in the process take? Are there testing and staging environments? How is work routed from SMEs to approvers? What is the current process for removing or retiring the content we highlighted as stale or old from the production servers? Is there an editorial calendar with planned content changes within the next 6 months?
- 2. Is there a process of handling emergency updates to the site? If content is being translated, what is the current process? Are there backup, archiving or other governance policies to be followed? How is video programmed? Readiness Analysis – How ready is the team and the client to do the content clean-up and revisions necessary for the project to be a success? Will a content migration plan for Oracle CMS be required? Readiness includes resources, processes and technology. Resources – Are there enough people to do the work in the time allotted in the project plan? Does the current content staff have the necessary skills for the project? Is the content staff budget sufficient? Will the various subject matter experts be available when needed? Processes List of any missing editorial processes from the analysis document and any new processes to be created. New people or departments who are expected to participate should be included. Has legal agreed to free up the resources necessary to review and approve revised and new content? Technology Software readiness and dependencies – Will any programming work be required to prepare for this project? Can this work be completed and tested by the time the authors need to enter content into the new Oracle CMS? This is a huge dependency often missed during project planning. Everyone needs to understand content work cannot begin until all WCMS work is completed, tested, debugged and formally accepted. III. Design Phase CMS requirements and information workflows – to be meted out with Grant Wooden’s team
- 3. Message Map - A brainstorming session among all team leads. Once everyone has shared their thoughts, key messages that truly differentiate SCG’s services and departments from the competition are generated. Messaging for different personas, areas of the site and audiences are mapped and validated with stakeholders. Most importantly, the benefits to the customer are defined. The benefits should align with the needs of SCG’s target audience(s). Page Tables – Templates – work in tandem with Jenn (UX) to map out all wireframes to include: 1.0 (Page Name & Site Map Number) Audience: X Purpose: X Audience Questions: X Key words: Meta description: Browser title: Friendly URL: Page Content (including title and alt tags): HEADLINE Body content (Indicate subheaders in bold and links by underlining.) Images: Downloads: Sidebar items: Other Page Content: Support Implications: this content will need consideration/update on an XX basis. Technical Considerations: example: maps will need to be developed. Technical time estimate: XX. Content Matrix A final scorecard to reflect all content items, the content matrix is the most important document in the entire project for content strategy, content development and design. The content matrix is a spreadsheet that records all the attributes and milestones for every single piece of content needs for the project. This is a list of matrix columns: Page or module
- 4. Asset ID/File name and location Page/module description Content/page type Website area/category URL (pages only) Existing URL How this is affected by the project Information providers Source content reviewers Description of change Word count Author/editor Stage of creation Submitted for review Reviewer comments Changes made/submitted again Legal approvals Creation date Testing date Publication date Metadata – descriptions, alt tags, keywords The editorial style guide is used to guide content creation and editing responsibilities. The editorial style guide should: Provide consistency with technology usage and terminology Sets standards for grammatical usage Specify formatting rules Clarify identification and usage of branded terms Act as a forum for the discussion, evaluation, and adaptation of a company’s changing conventions. Governance Plan - Approval process, translation process, CMS workflow, communication workflows, governance board policies, standards and retiring content policies; roles and responsibilities, dependencies, training new employees, emergency procedures, social posting protocol and a channel strategy.