Augustus Loi’s Reviews > Content Strategy for the Web > Status Update

• Find out what your audience thinks about your organization today, and what they expect from you. (This is your existing brand.) • If you’d like your users’ perceptions to change, define how. • Identify your organization’s competitive advantages and positive unique qualities. • Create a plan to improve your users’ perceptions by playing off your key strengths and unique qualities.

Brand: How Do Your Users Think of You? Guidelines and best practices Voice and tone

Project Objectives Are No Good Without... Success metrics Assumptions Identified risks

Project objectives always: • Are specific to this project, but are comprehensive enough to apply to large parts (if not all) of your web content. • Help to accomplish your overall business goals. • Take into account your project requirements and restrictions. • Help you measure and define project tactics.

Requirements and restrictions • Budget. • Timeline. • Technology. • Must-have tactics. • Legal requirements. • In-force agreements. • Accessibility.

Business goals Tactics Requirements and restrictions Project objectives (real ones)

• What is the business trying to achieve with this content? • What do our users want and need from our content? • How will we measure the success of our content? • What can we do with our available time, talent, and budget resources?

• Why are you doing this project? • What’s in your communication ecosystem? • How does content happen? • Who are your users, and what do they want? • What are your competitors up to? • Who else influences your users’ opinions? • Do current events affect your project?

What kind information about metadata you record depends on your needs, but a few things may include: • What is the quality of the metadata for the page? (Add a column and rank it.) • If you didn’t include them in your SEO audit, what are the page titles, keywords, header tags, and page descriptions associated with the page or content? (Add a column and paste keywords in.)

SEO: Is the Content Findable?