Content strategy

Making good content decisions means making sure that the content we are producing is as effective, efficient, consistent and measurable as it can be.

Good content is:

Effective

Effective content is produced with clarity about what it seeks to achieve and how. It delivers on the intention behind it. It serves the needs of our users and our goals as an organisation.

Efficient

An efficient content operation means we reduce time spent on ineffective content. It means that we manage and maintain content well, so we spend less time on reactive changes. It means that we reduce time spent on duplicated content, whether that’s internal duplication or duplication of content that is the remit of another organisation.

Consistent

Consistent content is content that is reliable, up to date and trustworthy. It means having strong processes for QA, content reviews and maintenance. It means knowing what we do with content that is no longer needed and working with other parts of the organisation to make sure that archiving and information management policies serve our content goals across different services.

Measurable

Measurable content means we know how to judge the impact that content is having on the overall performance of a service. It means we can track and share the right metrics to do this. It means we can be confident that the time and effort that goes into creating content is paying off.