An introduction to content strategy by adam clewley

The importance of website content strategy is often emphasised, but it can easily end up being neglected. Designers are under pressure to deliver examples of good visual design and to come up with unique branding, and if resources are tight, then something has to give. Web design is about compromise sometimes, and this article is about why that compromise should not be at the expense of your content management strategy.

So what is content management and how can you use a content strategy to create better content?

Content management is a multidiscipline process that involves many familiar skill sets as well as some that may not be so familiar. You may have done some editing and curating in the past, but would you consider yourself a skilled marketer or info scientists? If your project is well resourced you may have a large team of people to deal with the work load, but often a combination of these roles could be served by only one person.

If resources are limited, it might seem tempting to not create a strategy for managing web content at all. However, ignoring content strategy is like creating a gift box for an object you have never seen before. If the gift doesn't fit, you have to either remake the box or change the gift. You may think you are managing your resources wisely, when in fact you are jeopardising the whole project.

The contents of your websites are the important messages that you want to communicate to the world. Is it right to alter this information to avoid breaking the design? If the information is important then it should not come second place to anything else. If the information isn't that important, then should it even be there in the first place? These are the questions that need to be considered early on in any web design project in order to work efficiently.

As the subject of internet content strategy is so vast, this article focuses on some of the key elements, which pertain to the planning and the management of website content.