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  • PAGE OBJECTIVE

    The business objective or goals that you want this page to accomplish for you and the user.

  • CONTENT SOURCE

    If content already exists identify where it can be found. Not all content has to be original content created by you. Look for ways to co-create content, licensed content, or get user-generated content.

  • CONTENT OWNER

    The person responsible for collecting, organizing, and creating the content for this page.

  • PAGE TITLE

    The actual title of the page. This what shows up in Google results in big blue font.

  • PRIMARY MESSAGE

    The single most important thing you want the user to understand and take action on.

  • SECONDARY MESSAGE(s)

    A group of key messages that extrapolate the primary message. Secondary messages are not ranked, but vary in importance by audiences.

  • NOTES: MESSING IS NOT CONTENT

    You don’t have to spend days word-smithing and agonizing over the exact phrasing and wording of messages. Just capture the general idea. Messages aren’t content. They’re used to select and shape content. So, as you create your content for each page, you’ll interpret the messages for the audience and page context.

  • DETAILS

    All the facts, data, anecdotes, and philosophies that prove your messages.

  • CALL(s) TO ACTION

    What you want users to do after they “get” your messages.

  • CONTENT CREATION IMPLICATIONS

    Identify any difficulties that may be encountered during the content creation process.

  • CONTENT MAINTENANCE IMPLICATIONS

    Identify what parts of the page will need to be updated and how often this will occur.

content-creation-headlineCONTENT CREATION

Start with the headline and sub-headlines

Looking at your primary and secondary messages, draft the page headline (primary message) and additional sub-headlines for each secondary message. Headlines are typically between 5 to 8 words, but can any desired length.

content-creation-keyLIST OUT KEY POINTS FOR EACH HEADLINE

Look to your primary message to define the key points that need to come after your page headline. Look to your secondary messages and details for what should come after each sub-headline.  Each point in your list should represent a single idea that can be represented in particular format, some examples being:

  • A paragraph of text
  • A bulleted or numbered list
  • A photo, video, or audio multimedia

content-creation-easyMAKE CONTENT CONCISE AND SCAN-ABLE

Web users consume content quickly by scanning the page for the information most relevant to them. This is way using sub-headlines is vitally important.

Once a user finds the content relevant to them they want to be able to consume it quickly. This means using paragraphs that are 1 to 3 sentences long and lots of bulleted or numbered lists whenever possible.

Multimedia is always important to include when possible so users can connect through multiple modalities.