Content strategy template This template supports the information

Content strategy template This template supports the information at https: //guides. service. gov. au/contentstrategy/ Date: Document owner: dta. gov. au

As a website team we need a shared understanding of our content problems so that we deliver content that addresses these problems.

When to use this template A content strategy is a critical step at the beginning of any new project that involves content. It happens before the content is created and continues on when the content is live. Use this template to help create a content strategy for: ● ● new services new applications new websites website redesigns This template can also be used to create a content strategy to improve existing content. For example: ● adding new information to a website ● for machinery-of-government changes ● when migrating content to a new system

How to use this template ● ● ● ● Start it at the beginning of a project. Rebrand it. Use it as a working document, adding information as it becomes available. Summarise information and link to source material, rather than duplicate. Amend it to work in your context — it’s not one size fits all. Keep it up to date. Share it regularly so that everyone is on the same page.

Contents 1. The problem 2. Business goals 3. User research 4. Current content 5. Key insights 6. Success measures 7. Content governance model 8. Workflow and CMS 9. Information architecture 10. Search engine optimisation 11. Editorial guidelines 12. Activities and timeline 13. Next steps

1. The problem Show a clear problem using data or visuals. You could use: ● ● ● an ecosystem map screenshots of your current state data visualisation using Google Analytics usability videos showing failure previous research case studies and facts Refer to: Understand your channel ecosystem and Start a content strategy

2. Business goals Summarise what the your project is trying to achieve. ● What are the business and project goals? ● What does success mean to your agency? Summarise how you got this information and link to external documents, for example: ● ● stakeholder interviews surveys web analytics data reports Refer to Identify business needs

3. User research Summarise any user research you have done so far to inform the content strategy. Ask: ● Who are our users? ● What do they want? ● What problems do we need to solve for them through content? Link to the source artefacts, for example: ● user profiles ● user stories ● user journeys Refer to Define user content needs

4. Current content Summarise the state of the current content. For example: ● ● ● ● How much content is there? Where is it? Who owns it? What type of content is it? Is it current? When was it last updated? What do you know about the traffic to your website? Refer to Audit content

5. Key insights Call out any key insights you have gained so far: ● example 1 ● example 2 ● example 3

6. Success measures Summarise how success of the content will be measured. ● ● What are the content goals? What metrics will you use? What are the baselines? How will you test the content? Refer to Set goals and measure

7. Content governance model How will you govern content to make sure it delivers on your content strategy and is properly managed on an ongoing basis? ● ● ● Do you already have a content governance model or do you need to prepare one? Is everyone aligned on the content governance model? Does everyone understand their roles? Do the people involved have the right skills? Have you mapped your workflow? Refer to Set up your governance and Identify content tasks and skills

8. Workflow and CMS Define the workflow through each step of the content lifecycle. Make sure your CMS is set up to support your workflow. Refer to Design a workflow and Choose and configure your CMS

9. Information architecture Start thinking about the structure of the content and take time to develop it properly. ● Pull out user insights and analytics gained so far that inform the information architecture (IA). ● Decide on your approach and start to build the IA. ● Plan how you will test and refine it. Refer to Improve your information architecture

10. Search engine optimisation Plan which methods and techniques you will use to optimise your content for search engines. Think about: ● ● ● keywords URL structure page titles and descriptions backlinks structured data and schema snippets and rich answers Refer to Define your SEO strategy

11. Editorial guidelines What editorial guidelines will guide your writers? Do you already have some or do you need to create them? These should cover: ● ● ● voice and tone writing style punctuation and grammar terms and phrases formatting writing for everyone (accessibility and inclusivity) Refer to Content Guide

12. Activities and timeline Define each activity that needs to happen to deliver your content strategy: ● ● ● ● what the activity is why it needs to be done what skills it will take to get it done who needs to be involved how long it will take when it needs to be done by any dependencies Add these activities to your project plan or backlog.

13. Next steps This is just the first part of your content strategy. You should continue to use this document and update it with all your findings. Refer to Set goals and measure success and Set up your governance

-End. Well done — you now have your living strategy in place! Now you can prepare to implement it. For more guidance on content strategy and other topics, check Digital Guides.