Content Strategy Guide

A content strategy sets the foundation for the creation, structure and governance of content. You should apply a content strategy when building new services or redesigning content, or for big changes such as machinery-of-government updates.

Where to begin

Identify and communicate the initial problem so you can get buy-in for your content strategy.

Understand your content ecosystem Know what channels you have and how they’re connected.

Start a content strategy You will need to involve senior executives to persuade them to approve your strategy.

Research and analyse

Before you begin to create a strategy, you need to understand your content, users and business.

Identify business needs Know what your agency’s business objectives are so you can align your content strategy.

Define user content needs Get to know your users and create artefacts that help you action what you’ve learned.

Audit content Audit your content to get a clear understanding of your digital estate or service.

Develop your strategy

Once you understand your research, it’s time to define the purpose of your content.

Set goals and measure success Set goals and objectives to measure the success of your content strategy.

Set up your governance Set up a content governance model to align with the goals of your content strategy.

Clean up

After analysing your content, it will become clear that some content and websites are no longer required.

Remove Content Remove unwanted, redundant or out-of-date content. This helps users find what they need.

Set the foundations

Build on your strategy with a solid foundation for both internal and external users.

Improve your IA Use methods to validate and test any assumptions in your information architecture.

Define your SEO strategy Understand SEO terms, optimise your on-page and off-page content. Get better search results.

Choose and configure your CMS Work with your teams to be clear on your CMS requirements and configuration options.

Create user-centred content

Now you’ve implemented your content strategy, make sure you set up processes to maintain and continually improve it.

Manage content requests Know what’s involved to manage business-as-usual content.

Manage urgent content requests Use these fast and easy checks during the rush to publish.

Support

Join the Content Design and Strategy Community of Practice

The Content Design and Strategy Community of Practice is a place for government content specialists, practitioners and leaders to share ideas, solve problems, connect to peers and work in the open.

This community is hosted by the Digital Profession on the members’ community and access is available to Digital Profession members. If you are not yet a member, please register to be a member.