Are there existing communities, online or otherwise, with which you can engage?
Can you use different channels to target different priority audiences?
How will you build community pre and post launch?
What are your business goals for each channel? eg growing traffic for ad sales, driving traffic to website, building community, gathering content, selling subscriptions, promoting downloads…
Map cross-channel user journeys
What will be typical user journeys, engaging with your brand on multiple channels? eg:
Print > website > social media
Search > website > social media > print
Social media > website > tablet app
4. Website design using scenarios
Developing personas and scenarios helps you understand how your users behave, what they’re after, and whether they’re likely to be satisfied with the service.
A persona is an imagined person who represents a type or group of users. Personas help us work out who our users are, what are their goals and motivations, and how our products and services fit into their lives. For personas, use your audience profiles.
A scenario describes a hypothetical instance of use, within the context of the persona’s goals and motivations
Construct 3 scenarios for each persona, including:
Purpose of visit to website, and how it could be judged successful for both the user and your business goals
Time of day of visiting, geographic location and environment
Technology used for access
Gateway – how the user came to the website e.g. through search (give details of keywords), social media referral etc
5. Search engine optimisation (SEO) strategy
Identify 5-8 site-wide keywords (note that these are often 2-4 word phrases, rather than single words). Use keyword research tools such as Google Keyword Planner to establish their popularity, to find other related terms, and to establish whether they will drive traffic to your site.
How will you ensure your site ranks for these keywords? Which keywords will need to appear in your site’s URL, page titles, headings and fixed menus?
What other keywords will you want to rank for? What will this mean for your content strategy?
Knowledge services (e.g. helping other brands develop social reach and / or editorial)
7. Develop your content strategy
What content, where, for whom, why?
Sections, content types and formats, frequency, search landing pages (SEO hubs), social media destinations
What type and frequency of content will be expected, and will prompt the highest levels of engagement?
Apps, digital editions etc
Plan possible content by plotting to a publishing matrix covering all channels, and use to identify which personas are being underserved.
Identify likely design influences for the ‘look and feel’ (this does not need to be restricted to your direct competitors), and the best practice for layout and navigation that will be suitable for your project and its users.
9. Measure and evaluate
What will you measure? How often?
Business goals eg downloads, subscriptions, brand extension sales
Site Analytics eg page views, visitors, time on pages, bounce rate
Social metrics eg followers, shares, comments, mentions, clicks
Qualitative testing eg surveys, focus groups
What will be your review and evaluation process? How will this be fed back into editorial strategy etc?