Wednesday, 23rd June 2010 : Loop Bar, Melbourne, Australia
We were lucky enough to have Karen McGrane in Melbourne, and quickly took the opportunity to have her share here experiences on content strategy with us all...
Too often, organisations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be “somebody else’s problem.”
Ever wonder why so many websites feature dense, unreadable prose? Force you to navigate through pages of brochure copy and legalese? Look like they backed up a truck full of PDFs and dumped them in the content management system?
No content strategy, that’s why.
When done the wrong way, creating new content and managing the approval process takes longer and is more painful than anyone expects. But planning for useful, usable content is possible—and necessary. It’s time to do it right.
Thank you to everyone who helped bring the night together.
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