Over the last decade in my work with Web and print publishing, I've gained extensive editorial experise, and I'm happy to share examples here. I can also create a specific content strategy and plan for clients. Web content best practices Content creation Comprises all identification copy, including captions, labels, tabs, etc. (such as copy for buttons, photos, tables, etc.). Comprises all directive copy, including navigation, definitions, and guidelines, etc. (such as Welcome, About Us, Site Tour, Privacy Policy, Calendar, Registration, FAQs, Feedback, Help, Glossary, etc.). Comprises all compelling copy, including original and repurposed editorial (such as exclusive interviews, expert Q&A, news, profiles, product reviews, webcasts, e-commerce offerings, etc.). Features will prompt users to learn more about their industry and shop from your offerings of targeted products and services. An effective, overarching content creation strategy that both sets the standard and continually raises the bar of excellent editorial includes 10 key steps to build your website and serve users. 1. Research/assess content components of your proposed product lines and study the competition content in your market 2. Establish/pursue means to obtain partnership contracts with key industry content providers 3. Coordinate content process flow with cross-functional teams and overall company purposes 4. Hire key content staff and develop a freelance network 5. Build content inventory and deploy a content management tool 6. Develop a content style guide and website voice for consistent editorial quality 7. Build evolving content categories by adapting to user feedback and anticipating industry trends 8. Grow your website to include content for co-branded pages and co-media affiliations across other websites 9. Support and enhance your “best of breed” content and brand position with your sponsorships of trade shows, award functions, and industry trend reports, etc. 10. Create content to help structure a customized VIP format for preferred, top-tier customers Tactics to achieve the strategy outlined above assume the following supporting steps. 1. Identify, qualify, and customize content to meet the needs of the product lines and review competitor content for gaps of coverage and underutilized categories. 2. Work with business development to identify potential content contract partners. 3. Work with a project manager to outline a content production model. 4. Work with HR and recruiters to obtain top personnel; retain consultants to scout and prospect for key freelance writers. 5. Contact content providers and schedule their submissions (provide templates for streamlining their pieces for you; purchase customized content management tools. 6. Have as copy editor create and monitor a custom style guide and share the guide with all other website teams. 7. Conduct website surveys, purchase research, and stage focus groups to determine future category creation and course of content. 8. Invite other media to publish shared content simultaneously in such forms as streaming video and webcasts. 9. Work with your marketing plan and industry organizations to create opportunities to sponsor media events supporting your editorial voice and mission. 10. Work with marketing to plan and execute the strategy for building VIP customer platforms, products and services. Compose a mission statement with your Marketing Team to establish the magazine's scope, goals, readership, content, and direction, etc. Media kit Create a media kit in several versions to address various markets (including a targeted sales letter, ad rates, demographics, editorial forecast, etc.) Prototype issue Develop a prototype issue as a sample of your content and advertising focus Web site coverage Establish supporting Web content goals, URLs, splash pages, and a beta website (to test your content look and feel, navigation, architecture, search, hyperlinks, etc.) Submission guidelines Create freelance guidelines for writers, photographers, and designers, including rights, method of pay, schedule, format, style, acceptance terms, etc. Editorial policy Establish a framework of editorial policy for contributors. Evolve policies with freelancers. Style guide Begin a framework for a house style guide for all staff and contributors. Determine your best practices in magazine publishing methods, mission and voice. Additional tasks Identify and contact preferred writers, including posting jobs for freelancers, soliciting members in professional freelance orgs, making personal network contacts, etc. Create an issue content framework of features, columns, departments, guides, calendars, interviews, editorials, and incidental content (letters, listings, editor’s page, etc.), and plan editorial pages for seasons, subjects, and advertising sections Plan issue page-counts and on-sale dates Devise an efficient and productive editorial composition and tracking schedule while managing the soliciting, assigning, monitoring, editing, and proofing of freelance writer work Coordinate with the Creative Team on photography/design/ad elements tied to editorial functions Develop resources and relationships with industry participants and experts Create a robust network of professional content contributors dedicated to serving your editorial needs and mission, especially retaining a broad range of knowledgeable scouts for leads on unique stories, people, locations, events, etc. Prepare editorial presentation materials to promote your magazine to the trade industry Address copyright issues Register for an ISBN Prepare filler material as backup content for unfilled ad pages: “Overbook” about 20% additional copy per issue (with a 3-issue “shelf-life”) Determine aligned editorial team duties/roles and posting/iteration schedules Strategize targets of PR subscriptions to boost circulation Establish, track, and deliver editorial measurements, including the following: Metrics of editorial achievement per issue; Statement of short- and long-range editorial strategy and goals; Analysis of reader surveys, feedback, and editorial service; Plans for special advertorial sections, etc.
Because web readers are browsers, scanners, and users, the text must be immediately relevant to their search.
Sentences should not be long or run the full width of the screen, though user browser settings vary in scale. (Large point size type is best in any case.) Where long copy is necessary, offer the reader a PDF download for convenience. Shorter pages (of about 300 main text words) also offer more compact, useful info.
Place critical, important, leading info at the "top of the fold,” using an "inverted pyramid" story development, where users may read topics "top down," in order of greatest impact and interest.
Include more independent and fewer relative clauses in sentence structure. Shorter sentences and simple wording (concrete, pronounceable, recognizable words) are more direct and accessible and require less attentive reading.
The main text (also called the body or core text) should present highly visible, locatable topics, main ideas, and conclusions.
Limit text to one main idea per paragraph (to help the reader "connect the dots" between paragraphs).
For lengthy main text, use sub navigation links noting "more," "go to," or "next" to a reach additional content on lower-level landing pages.
Key copy should inspire user action (with hyperlinks within the main text to other pages for details and steps) and invite a response (e.g., Order your new checks online.)
Web text should adopt a casual tone - the way the reader talks - and share in a conversation (e.g., "We'd like to know what you like" not "Cite preferences here").
Key messaging text - selling, informing, discussing - should appear on every screen, and take no more than 10 seconds to read. Each message should address an issue and offer help for the reader's online response.
Web text should acknowledge what the reader wants to accomplish and answer, "What's in it for me?"
Organize web text in a hierarchy (or ranking) of purpose and importance, providing cues to sequential topics.
Make sure security/privacy and legal text is precise and unambiguous.
Functional copy
Feature copy
Strategy
Tactics
Print publication launch plan
Editorial mission
