If you haven't already come across Content Strategy for the Web by Kristina Halvorson, I highly recommend it.
It's an easy read that gives both compelling reasons to implement a content strategy and practical tips and advice on how to do it.
We're remembering to think about content a lot more than we used to, and everyone agrees it's important, but content is still often on the verge of getting neglected until much of a site's design has already happened. You don't have to look very far to find a website owner who has been burned by leaving the implementation of a content strategy to near the end of a project.
I'm currently working on a project with a complete content audit and a set of wireframes that have 90% of their content in them. Content is identified down to the paragraph level. The reduced amount of surprises we can expect — like last minute template or IA changes, or content not appearing before launch — on a project like this compared to one where detailed content knowledge is left until the end is striking. We're building the site around a solid knowledge of what is going to be in it.
Over Christmas I noticed I didn't select packages and wrap them up nicely before I knew what presents would be inside of them. It's odd it doesn't feel more unusual to do this with our websites.
It's true that content audits — a big part of a content strategy — lack glamour and excitement. Hard to argue with that, except to say that washing dishes and cleaning the kitchen is often also not super fun, but we do it because it's even less fun if we don't.
So let's remember to make life easier for ourselves this year!
Above: A wrapped gift box, gift to go inside not yet purchased. (Hopefully, it fits!)