Why build a content plan?
A well-defined content plan helps you execute your overall content strategy to keep your digital workplace content valuable and relevant. Your content plan ties your entire digital workplace strategy together. Without relevant content (at both the global and solution level), all the planning and work to create your visual design, site structure, navigation, and wireframes quickly become irrelevant.
Sounds extreme, doesn't it?
A digital workplace without great content is just an empty shell. It has no real purpose and your employees won't use it. Remember, every time an employee visits your digital workplace, it's for a specific reason. They might visit to read company news, collaborate on a project, or look for knowledge and expertise within the organization. Whatever the reason, employees come to your digital workplace to accomplish daily tasks as efficiently and effectively as possible.
Guiding principles for valuable content:
- Publish content that is easy to find
- Publish content that is relevant
- Update content regularly so it doesn't go stale or become outdated
- Use descriptive titles, headings, and summaries so employees don't waste time searching for the information they need
- Apply content rules and policies for drafting, publishing, and governing
Where do you start?
Your content plan starts at a global scale, enabling your Content Creators/Publishers across the digital workplace and aligning with the goals and objectives of your digital workplace plan and overall content strategy. It also drives business outcomes and the employee behavior you are trying to achieve through your digital workplace. To get started, Igloo recommends building two types of plans:
- Global content plan: A plan for the entire site that impacts all users and equips all Content Creators/Publishers, Administrators, and other stakeholders with the documentation they need to deliver valuable content that serves a purpose.
- Solution/Channel content plan: A plan focused on a specific solution or channel, such as a Newsroom or Onboarding Center, that only impacts users interacting with that solution. These plans are ideal for addressing the needs of target audience groups and use cases.
Your content plans should address the stages of a typical content lifecycle within a digital workplace:
- Assessment (e.g. audits)
- Planning (e.g. guidelines, purpose)
- Creation (e.g. writing, approvals)
- Publication (e.g. moderation, notifications, curation, labeling)
- Maintenance (e.g. measuring success, ownership, reviews, archiving)
Here are five questions to consider when building a successful content plan that aligns to the typical content lifecycle:
- What content should be created and why?
- Who will create the content?
- How will the content be created?
- Where will the content be published (and where will it need to be surfaced, if needed in multiple locations)?
- How will the content be managed and governed?