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Content Strategy

13 content questions to kick-off your website project

Robert Mills • 5 minutes

If you’re working on a website project, you need to put content front of mind (where it belongs).

Asking a few content focused questions at the start of your project can make the reality of your content challenge known. This process will allow you to identify content risks nice and early.

When working through the questions, it’s ok not to have exact answers at this early stage. Rather, it will help you gauge the project team’s awareness, emphasis, and appreciation of the content strategy elements that will make or break a website project and the longer term success of the site.

Here are 13 questions to help achieve content harmony:

Q1. Do you know how much content you have on your current site?

YES: Good start. It means you’re already thinking about content and probably considering its impact on the project.

NO: Alarm bells. Commissioning/starting a website project without considering how much content currently exists is not a good start. Quickly get that answer, and share it with the project team.

Q2. Have you (or will you) audit the content on your current site?

YES: Excellent. You understand the value of auditing content and the whole project will benefit from the insights. Get your hands on the audit / inventory ASAP to see how good it is.

NO: You may be thinking: “We don’t like our old content, we’ll just start again.” That is a serious case of throwing the baby out with the bathwater and should be confronted.

At this point you may be able to convince the project team to include a content audit activity into the project. It is always worth doing.

Bonus Material! Grab a PDF copy of our 13 content questions checklist and start planning content for your next website project.

Download the 13 content questions checklist for your next website project

Q3. Are you archiving outdated or poor quality content on the current site?

YES: Great. You already respect content as a finite resource that has a life-cycle and understand that a new site is the perfect opportunity for a spring clean.

NO: Warning. There may be an expectation that all the old content is to be “lifted and shifted” into the shiny new site. Nip that assumption in the bud.

Q4. Do you know who is going to (re)write all the content for the new site?

YES: Good. Don’t assume that improved content will magically appear in the new site. Enquire who is lined up and assess their skill level and availability.

NO: Big risk. Don’t fail to think about one of the most resource intensive work streams in the project. And don’t assume the content can be easily migrated from the old site to the new. Set expectations now!

Q5. Does someone have overall responsibility for content quality during the project and beyond launch?

YES: Good. There is someone with a lot riding on the new site and will be (in theory) working hard to produce good content. Start building a strong working relationship ASAP.

NO: Alarm bells. If such a person does not exist and is not considered necessary, then the content beyond the project is rudderless.

Q6. Do you know (roughly) how many hours per week will be dedicated to maintaining content on the new site?

YES: Good. Think ahead and don’t see the launch of the new site as the finish (but as the beginning). Be more realistic about how much content is sustainable and prioritise harder throughout the project.

NO: Don’t be short-sighted and dangerously miss the point that a website is a living and evolving medium that needs continuous attention. Set expectations with all those involved in the project.

Q7. Have you defined a content production plan?

YES: Great, and well done. Defining a workflow and determining who is responsible for what, and by when, is key to ensuring communication about content is efficient throughout the project lifespan.

NO: Yikes! This will reveal a lot of potential pitfalls. People on the team may not know what they need to do, what has to happen before and after they do it, who is responsible for sign off and generally how content will get from idea to published efficiently.

Q8. Does the current site have dedicated (subject expert) content owners?

YES: Good. It pays to appreciate that good content needs ownership. Make sure content owners are included during the project for better results.

NO: Indicates that content is unloved and probably in a state of neglect. The project will need to (re)build ownership between subject experts and the new site’s content. This takes time.

Q9. Do you know if any current content is syndicated from other systems?

YES: Good. It’s important to know the content eco-system. You need to look at any syndicated content ASAP because you can guarantee it is going to add functional requirements to the new CMS.

NO: Warning sign. What else isn’t known and failed to be included in the brief? Conduct a content eco-system audit ASAP before an old legacy content feed catches everyone out.

Q10: Have all content types been considered?

YES: You’re on the ball. Knowing all types of content that you have or need is vital to efficient planning. It will also ensure you have the resource you need to obtain this content, especially if third parties are involved like film crews, illustrators, freelancers etc

NO: Content is more than the words on the page. It is imagery, video, infographics, printed materials. And you likely need to map all of this to appropriate platforms. Start by listing all possible content types and you’ll start to see exactly what you’re dealing with, who is needed and how this needs to be built into an overall strategy.

Q11. Will you have a (digital) content style guide?

YES: Somebody cares about content quality and consistency and probably understands the difficulty of producing good digital content. Get a copy of the guide to see if it’s up to the job.

NO: Have you started to think about a content production process to deliver consistent, good quality content? Potentially not.

Q12. Do you have analytics running on your current site?

YES: Good. Some value is placed on evaluation (even if little has been done with the data). Get full access to the analytics tool.

NO: Warning sign. So nobody really knows how the content on the existing site is performing or shown any interest in finding out. The project needs to change that.

Q13. Can content be published in phases after the site launches?

YES: Good. This shows an appreciation for the true effort of producing good content and are understanding of ways to ensure the content doesn’t delay launch, including prioritising content.

NO: There may be unrealistic expectations about the content challenge ahead or approaching the project with a print-publication mentality, i.e. it must all be published together. Closely examine the reasons why content can’t be rolled out in phases and challenge them.

And that’s about it. Working through this checklist for 30 mins will immediately focus you on where education is needed, what red flags to wave, and if extra (content strategy) activities need to be added to the project.

It won’t catch everything, but it is a good start. Try it for yourself.

13 content questions to kick-off your website project

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About the Author

Robert Mills

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