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Delivering Your Content Strategy
Effective Documentation and Deliverables
Kim MarquesLiberty Mutual Insurance@ContentKim The views expressed herein are the authors own, and do not necessarily
represent the views of any company or organization.
What We’ll Cover
• The Content Strategy Process• 4 Common Types of Content Strategy
Deliverables: • Content Inventory & Audits• Content Hierarchies• Content Recommendations• Copy Decks
• What Deliverables to Use• How to Customize Your Deliverables
Plan
Create
Publish
Analyze
Content Strategy is a process …
… AND a deliverable.
Common Deliverables
My First Mistake
My 1,375,962nd Mistake
Deliverables Aren’t One Size Fits All
Simple Inventory Complex Inventory
• Page Name• URL• Topic
• Page Name• URL• Topic• H1• Metadata• Date Published• Last Edited• Imagery• Traffic
Simple Audit Complex Audit
• All of the Above• Notes
• All of the Above• SEO Value• Business Value• Editorial Score• Notes
Content inventories and audits are important. But they don’t have to be the answer to every content question that anyone could ever ask.
Deliverables Can and Should be Collaborative
This is NOT a Page Table
Always Remember Your Audience
The most extensive audits and well-founded hierarchies won’t convince your stakeholders to adopt a content strategy – YOU will.
Make Your Case
Help Others Do the Work
Many Content Strategists have moved on to other projects before implementation. The right documents can help people follow your direction.
Copy Decks Aren’t Just for Writers
Most Content Strategists don’t create web experiences alone. Create documentation that helps the next person in the process.
Important Documentation Questions
• Is this document helpful?• Is this document usable?• How much time do I have to create this
document?
Remember the WHO
• Why is the document being created?• What is the purpose of the document?• Where does the document live?• When does it need to be delivered?• WHO WILL BE USING THE DOCUMENT?
The UX of UX Documentation
• Identify your users• Define their expectations• Figure out the tasks they need to
complete to meet those expectations
Plan
Create
Publish
Analyze
Content Strategy is a process …
… and the deliverables to support it.
QUESTIONS?
Kim MarquesLiberty Mutual Insurance@ContentKim