Planning a new website for your nonprofit organization? A website content strategy will serve as a guide for many of the decisions you’ll make. You'll know what content you need to develop, what you can reuse or re-purpose, and what content is most important. Because it creates clarity about your site's purpose, audience and the outcomes you’re seeking, a content strategy will also guide specific decisions about website design and development.
What you'll learn:
- During this webinar, we’ll explore the benefits (which go far beyond content planning) of creating a clearly defined and documented website content strategy.
We will look at:
- Why you need to develop your content strategy before you start any website design or development work.
- The elements to include in a website content strategy – along with the steps involved in building one.
- Specific and productive ways to include internal stakeholders in the planning process.
8. “Content strategy helps us find ways to
better understand all aspects of our content,
which means we can make smarter, more
informed decisions about how we’re going to
select and execute our tactics.”
~Kristina Halvorson & Melissa Rach
Content strategy for the web
9. Why you need a website content strategy:
Framework for making decisions
Alignment and consensus
Better, more effective website!
23. Your website’s purpose
What do you want your website to achieve?
Start with organizational strategic goals
Develop specific communications/website
objectives
24. Website purpose: examples
Expand the reach of client services
Provide access to training and tools
Explain the importance of diversity and
inclusion
27. Priority audiences: examples
People working in government and
other policy makers
Healthcare professionals working in
rehabilitation
Executive directors of nonprofit
organizations
30. “Creating personas for your audiences puts you and your
developer on the same page as far as knowing how to
present your website’s content. Everyone has the same
clear examples of what your target audiences look like.
Visualizing this helps your developer to present
navigation or content in a way that’s appropriate for each
visitor’s journey through the site.”
-Mike Mella, Be Like Water
36. Website key messages
1-2 for each audience
Answer >> If your website was a person
speaking to a member of your priority
audience, what would you want it to
say?
37. Key message examples:
“You can come to us for a connection to a
broader movement.”
“We can help you position your organization as
a leader in accessibility and inclusion in your
community.”
“We can open the door to new leadership
opportunities.”
39. Desired actions/outcomes
For each audience
– What actions do you want visitors to take?
– What actions do they want to take?
Prioritize: top three?
52. Remember: it’s a simple
document that captures your
best thinking, planning and
consultation
53. - Conduct a content audit
- Get familiar with your organization’s strategic plan
- Consult with internal stakeholders
- Review all available, relevant data
- Create marketing personas
CREATING YOUR WEBSITE CONTENT STRATEGY
55. Consulting with internal stakeholders
Ask for their help with understanding your
website’s visitors
Involve them in conducting your website
content audit
Get their help in understanding the questions
your site needs to answer
60. “The process is incredibly valuable and will
save you so much time in the long run.
You will have a much better understanding of
what you’re trying to do – and have a much
better sense of whether your website is
actually meeting your requirements.”
~Markus Stadelmann-Elder, Maytree
61. Take action: book six weeks in
your calendar for content
strategy development