During Organize, a phase that maps to the design of any type of content solution, we use the content strategy framework, content requirements and other inputs to craft a solution for your content. We organize your content with improved models, frameworks and structures; design optimized content lifecycles and finalize governance tools and models. For omnichannel and personalization efforts, we create tools and content models that will result in successful long-term solutions.
Key Deliverables and Activities
Content Style Guide and Messaging Frameworks
What is it? A content style guide captures your voice and tone requirements to communicate your brand’s, product’s and service’s promises and positioning to your audiences. A messaging framework aligns your communication to your overarching brand and business strategy.
Why are we doing it? To ensure your communication is on-brand, and effective in meeting your audiences’ needs.
How will it be used? As a standard for all your future communication efforts and content used by copywriters, content creators and content production teams.
Cross-channel User Journeys and Content Mapping
What is it? End-to-end user journeys around completion of specific tasks (e.g., create a profile, open an account), across the channels your audiences engage, with content recommendations for each audience persona, step in the journey process and channel.
Why are we doing it? It projects an assumed path a user takes to complete a task, maps content necessary to support each step in the process, and identifies opportunities to personalize content. User journey mapping should take into account the fact that a user interacts with more than one device to complete a journey, and in this sense the journeys are multichannel.
How will it be used? It provides a model with which to make decisions for future-state content priorities. It informs recommendations around personalization as well as what types of content are most valuable and useful for consumers.
What is it? A comprehensive model that captures content types, business rules for content within an experience, and content structure regarding templates and modules within them. The content model captures all decisions made for specific content solutions insofar as a system is concerned, such as a content management system.
Why are we doing it? To capture the content requirements, templates, and components within a template and identify the structure, labels and rules for use of each.
How will it be used? A technology development team can use content models to implement the correct and necessary content requirements.
What is it? It lists the fields and associated data for each piece of metadata to be captured.
Why are we doing it? It provides a central place to define administrative, descriptive and structural metadata.
How will it be used? It is often used together with a taxonomy to utilize tagging capabilities within a content management system.
What is it? Specific recommendations focusing on the structure and labels of your website, enterprise, or other taxonomy. This could include the development of specific taxonomies to support your content structure and labeling.
Why are we doing it? It provides a point of view on specific site taxonomy categories and labels.
How can it be used? It provides the basis for technical requirements and tagging. Taxonomies are also used to help facilitate personalization and findability of content within and external to an organization.
What is it? A tool that captures a plan for new content creation for your organization, and can be used weekly, monthly, quarterly or even annually to make content decisions.
Why are we doing it? It provides a lens into all current and future content planning.
How can it be used? For annual, monthly, weekly and even daily content planning, to create a holistic plan and view of content within your ecosystem.