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Content Strategy

Putting content at the heart of the website redesign process

Robert Mills • 2 minutes

Elevated Third is a Drupal agency in Denver, USA.

They recently launched their new website which allowed them to adopt a process that:

  • Put content-first
  • Defined a new information architecture
  • Gave emphasis to SEO and content
  • Defined a process around content planning and production
  • Centralised content and brought together all content creators in one place

As a Drupal-specific agency and Acquia-Preferred partner, Elevated Third naturally chose Drupal as their CMS. When it came to the content side of the project however, GatherContent was selected as the online platform for organising, producing and managing their website content.

Laying the foundations

This project started by defining the information architecture of the new site and establishing content needs in relation to the sitemap.

A discovery phase resulted in the refined and confirmed site structure, which in turn, allowed Elevated Third to begin to understand the scope of the content delivery. They identified four main services and subsidiary services. The content created was optimised for organic search traffic. It was at this point that GatherContent was introduced to review, prepare, and improve the content prior to publishing it to the new Drupal 8 website.

Structures, word counts, guidelines and due dates were set up and added to content Items in GatherContent. This allowed the writers to deliver the content in the correct format, bridging the gap between the content and Drupal, the CMS that would be used to publish it. By their own admission, defining the structure of the content up-front, and embedding any writing guidelines at the point of content creation, meant that the team were working smarter, not harder and they only wrote what was required. Saving time and hassle all around!

“GatherContent addresses the elephant in the room during a web project. It is often difficult to know where to start or how to organize content efforts. GatherContent makes that big scary task easier.”

Jill Farley UX/Content Strategist, Elevated Third

Taking content seriously

With a team comprised of designers, developers, marketing, and content strategists, a portion of content responsibility fell to every part of the agency. GatherContent was used to wrangle all the different groups of people who would be writing for the new website.

GatherContent helped the team organise the production of their content and streamline the review process it needed to go through in order to be approved on time. This meant that priorities across the whole team were represented equally. No easy feat when lots of stakeholders are involved. The colour coded workflow in GatherContent allowed Elevated Third to define a bespoke editing system to delegate tasks and regulate the workflow. The workflow in GatherContent provided everyone with an up-to-date overview of the project progress and current state.

“We had about 10 people writing in GatherContent. It was nice to be able to collaborate in real time. The workflow helped with transparency and tracking progress too.”

Ayla Peacock Marketing Lead, Elevated Third

Future-friendly content on a forward thinking website

Like the enterprise clients Elevated Third works with, their business is not static. It is always evolving and adapting. The websites they design need to keep pace and anticipate change.

The new site is designed to accommodate growth. It represents the value and personality of Elevated Third’s business but also serves as a tool for momentum to kick-start future growth, with well planned and written content leading the charge.

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About the Author

Robert Mills

Content Strategist, GatherContent

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