Web Content Development Process - Best Practices
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The document discusses the 6 phases of web content development: information design, content development, visual design, technical implementation, promotion through search engine marketing, and web governance. It provides details on each phase, including key elements, deliverables, and tools used. It also discusses how organizations have changed their structures in the past by separating marketing, IT, and website responsibilities, and how today's best practice is bringing these together under a coordinated digital team with shared goals and KPIs. The take home message is that content is key, all phases are important, collaboration across skills is needed.
Web Content Development Process - Best Practices
- 1. Web Content Development Process Best Practices Arnaud Dasprez - President
- 2. Web Content Development Best Practices Tools and Organizational HexaGroup Overview Best Practices Changes
- 4. Web Content Development Best Practices Tools and organizational HexaGroup Overview Best practices changes Content 6 phases of web content development
- 5. Best Practices – It’s all about Content The Raw Material Information Design, Instructional Design, Research, Script and Storyboarding, Technical and Creative Writing Who, What, Why and When How Research, Consulting, Audits, Print, Multimedia, Web, Software, Benchmarking, Focus Groups Games, Video, Mobile app, FaceBook, CBT Keeping The Message Making the Content Available Current & Consistent Maintenance, Hosting, IT Architecture, Updates, Content Management Printing, Replication, Policies and Procedures Live Broadcast, Webinars, LMS Spreading the Message Advertising, Online Marketing, PR, Social Media
- 6. Website Development Process Information Design – The Blue Print Marketing audit, competitive analysis, wireframes, flowcharts Content Development – The Raw Material Content gathering, writing, aggregating, licensing. UGC Visual Design – User Interface Interface design, web design guidelines Technical Implementation – The Platform Customize architecture for high-end functionalities Search Engine Marketing – Promotion Enhance competitive edge through search engine optimized best practices Web Governance – Keeping the Word Prevent communication breakdown
- 11. Information Design DELIVERABLES Website analysis and recommendation document Site structure Site wireframes SEO Phase1 Content development requirements
- 12. Content Development CONSOLIDATE CONTENT Specific identification of content sources and types Creation of content matrices Gathering of all original source materials Sorting of existing content by section and roles ASSIGN ROLES Finalize development timeline Assign content development / licensing roles Make arrangements to interview SME Special content development – Multimedia/video
- 13. Content Development CREATION & FINALIZATION Drafts / reviews SEO Localization DELIVERABLES Page-by-page content Messaging Graphic / Image for each page Multimedia content (audio / video / animation)
- 14. Visual Design KEY ELEMENTS Understand corporate standards (or the lack of) Absorb client likes and dislikes Consistency Diversity Always review designs in web formats Extend approved interface to all possible scenarios
- 15. Visual Design DELIVERABLES Graphic files: Photoshop PSD, Flash FLA, Illustrator AI, etc… Website visual guidelines HTML templates Functionality document (Hybrid)
- 16. Technical Implementation REQUIREMENT SPECIFICATIONS Content management requirements / workflow IT Architecture: Existing / Future Integration requirements SELECT IMPLEMENT / INTEGRATE Configure selected CMS system Implement visual designs Perform integration and customization tasks
- 17. Technical Implementation POPULATE Migrate content from existing site Input new content Integrate syndicated content TEST COMMISSION / GO LIVE Documentation / Documentation / Documentation User / Admin / Developer manuals
- 18. Promotion / Search Engine Marketing SEO PPC Apply all elements of ID and CD phases • On page optimization • Search engine friendly site map • Website registration Review SEO positioning after 1 month of launch Ongoing SEO • Competitive Analysis • Keyword research • Content Development • Tracking
- 19. Governance
- 20. Web Content Development Process - Summary Information Design – Strategy Marketing audit, competitive analysis, wireframes, flowcharts Content Development – The Raw Material Content gathering, writing, aggregating, licensing. UGC Visual Design – User Interface Interface design, web design guidelines Technical Implementation – The Platform Customize architecture for high-end functionalities Search Engine Marketing – Promotion Enhance competitive edge through search engine optimized best practices Web Governance – Keeping the Word Prevent communication breakdown
- 22. Web Content Development Best Practices Tools and organizational HexaGroup Overview Best practices changes Digital Tools Organizational Changes
- 23. Digital Marketing Tools Content Management System CRM Event Management PPC Online media Social Media Management Presentation Management
- 24. Organizational Changes - Past MARKETING IT Strategy Technical Implementation Content Governance (or lack of) Visual Analytics Promotion Website Architecture Web Strategy Slow or no coordination Rising frustrations No KPIs – only analytics Static
- 25. Organizational Changes – Present and Future Digital Team Outsource Strategy Coordination No Architecture Both Graphics Main interface / Multimedia Content Technical / Specialized Coding Functionality coding Social Media Best practices / Platforms Online Advertising Platforms SEO No PPC Platforms IT responsibiilty back to core business KPI driven strategies Dynamic
- 26. TAKE HOME • It’s all about CONTENT • Do not under-estimate any of the 6 steps • Understand the skill set necessary to perform each of the step • Collaborate