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A Short-sighted Approach? - Why Good Conceptioning Takes Content Maintenance into Account
Why good conceptioning takes content maintenance into account – practical suggestions for conceptioners
It is when the project is over that the work really starts – a painful experience for many managers of commercial and private websites. Following the launch, questions begin to surface around content updating, the additional time needed which has not been calculated for, and about the time, patience and competence of employees who really have other responsibilities besides regular updating of a website.
This is not a new problem – however, in times of increasing content complexity, it is becoming ever more a burning question. Frequently, it is not simply a question of exchanging one piece of text for another where the situation requires – it has now become necessary to find one’s way around the confusion of complex site structures, to manage the most varied media formats such as images, videos, presentations or text files, to use a Content Management System and all this in several different languages. Not least, time is a significant factor – the network is fast and a fundamental reworking usually takes too long.
The Dilemma of Content Maintenance
The maintenance of existing online content often becomes a real dilemma, since the professionals who created the site are simply too expensive for regular updating work, while in-house employees can only occasionally deal with the work required. The potential spectrum of solutions stretches then from not a so web-savvy marketing staff to a professional content agency.
Whoever takes on this demanding task will quickly see whether those behind the project have put enough time and commitment into a really well-thought out online conception during the relevant project phases. Since a good concept always looks to what follows and takes into account numerous individual factors which must be newly defined for each project.
It is always worth observing several fundamental themes in the online conception – for the client, since s/he will save money; sensibly conceptioned conveying of information saves, above all, on time and employees’ patience when updating. The advantage for the service provider is that with well-planned content and sensibly communicable structures, s/he will be remembered – most importantly when updating is due and your client can profit from your expertise.
The following points are deserving of consideration; they are already a constituent part of solid project management, but are rarely seen in context with closely related content maintenance. Taking these into account will ensure the smoothest transition.
Archiving and documentation
A project should be clearly documented not only for peace of mind and possible reference in the case of claims or conflicts. Those who will be working with the pages and applications later must also be able to access the basic construction of the project, such as the logical presentation of the information architecture and a reference to software used.
Using different kinds of media
Whatever media you integrate into the content, ensure that the files are also accessible to others. Think for example of the original versions of files which have been saved as a PDF for download or of images from which you only want a certain extract – perhaps it will later be needed in larger sizes. Also important is that if you have used a CMS with an index system for images and downloads, you should create a clear folder structure with comprehensible file names.
Workflows and methods
Even where established workflows and methods exist – there will be someone somewhere, a colleague with a name and a telephone number and this information may become important during further content maintenance. Put them together!
Planning long-term
Having a short-sighted approach to what follows your work won’t make life easy for others. The alternative is easy, though; if the CMS provides for lifecycles, after which for example pages are removed, then index this clearly in the documentation and formulate clear rules for adjusting content.
Where should currently unused information go?
Perhaps your CMS has an archiving function – if not, use the functions it does have and develop an option whereby unused information is stored out of sight – or use the version management in such a way that subsequent content managers can find what they are looking for without a tiresome search.
Signalling service and stand-by maintenance
Naturally, you are the one most familiar with the system – use this advantage by signalling readiness to be there for your customer for questions and problems. This strengthens the customer relationship and increases the chances of further work.
Disclosure of information sources
Actually, this goes without saying and will certainly be a part of your documentation – but if you can already see in advance that certain current and editorial information may be taken regularly from a particular source, it will be especially helpful to name these sources.
Sourcing current information: can good sources be made available?
Naturally, you do not need to let on about what the basis of your successful work is – but if the product suffers in the future as a result of a lack of access and information for those responsible for the content, it reflects poorly on the conception. "Chronological knowledge transfer" can be sensible here. This also includes the readiness on your part to provide training where required.
Only with professional maintenance can the project you have taken care of thrive and become a successful bearer of your advertising message. Keeping in sight the work of the content maintainer during the conception phase will do yourself and the customer a lot of favours. 01/2007, Katrin Reuter
| | Katrin Reuter works as project manager at the text2net GmbH, a content management agency in Bonn, Germany.
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