The term “Content Strategy” may be one of the mosts misunderstood concepts in the marketing industry. One of the reasons is that there are many different definitions for the term, not to mention that most agencies, organizations, and even core teams have differing opinions of what makes up content strategy and execution. Everywhere I have worked has handled content strategy in different ways, but all had one common trend: Content Strategy was integral to a successful website build.

One such definition by marketing guru Rahel Bailie states:

Content strategy deals with the planning aspects of managing content throughout its lifecycle, and includes aligning content to business goals, analysis, and modeling, and influences the development, production, presentation, evaluation, measurement, and sunsetting of content, including governance. What content strategy is not is the implementation side. The actual content development, management, and delivery is the tactical outcomes of the strategy that need to be carried out for the strategy to be effective.

Rahel Bailie, coauthor of Content Strategy: Connecting the dots between business, brand, and benefits and principal of Intentional Design

Rahel does a great job in articulating the essence of Content Strategy. At the end of the day, it is about the process that is put in place to deliver the right content to the right person at the right time. Content Strategy is not a set-it-and-forget-it task; it requires active attention and ongoing support to ensure success.

At Bluetext, content strategy is a key component of every website project. At the beginning of a project, we work with our clients to define the right balance of support required to ensure that they are successful. We strongly believe that without a well-defined and well-executed content strategy there is an abundance of business opportunity left on the table. Whether this be in the form of missed SEO juice, messaging gaps, or outdated and unimportant content, the bottom line is that your organization is missing out on some of its potential.

So what does a sample content strategy process look like?

In this blog post, we walk through a very high level overview of the core pieces required to have a successful content strategy. These are by no means the only things that make up content strategy and there will be different flavors/add-ons/adjustments based on your organization’s specific needs.

Step 1: Define your Audience

The core of a sound content strategy is defining your audience. A content strategy may have more than one target audience, but without at least a basic understanding of your users, you will effectively be shooting in the dark. For growing companies whose business goals are raising more capital, investors will be an important audience in your content strategy. Differentiating between primary and secondary audiences will help prioritize your website’s content curation, presentation, and execution.  Understanding the nuances of your audience — their goals and their behaviors — will allow you to tailor the content on your website such that you give them the best experience possible.

Sample Tasks:

  • Analytics Trend Analysis
  • Stakeholder Interviews
  • Market Research

Step 2: Define your Content Areas

Having a clear definition of what content you need and how it will be structured will help ensure a sturdy foundation for your website. Thinking through how content will be grouped and how a user will find content are key to being successful in this area. Outputs from Step 1 should inform how you construct your content areas. Do you need a page dedicated to target audience testimonials? Are you planning on being a thought leader in your space? Consider where on your site your content areas will be most effective at delivering your core messaging to your target audience.

Sample Tasks:

  • Sitemap Audit
  • ROT (Redundant, Outdated, Trivial) Analysis
  • Competitor Sitemap Analysis

Step 3: Define your Editorial Strategy

Editorial strategy covers many different topics. Defining the voice, point of view, and writing style will help you create a unified website that is easy for your user base to consume. The last thing you want is every page to read like it was written by a different author with no cohesion or consistency.

Sample Tasks:

  • Keyword Analysis & Planning
  • Competitor Research

Step 4: Define your Editorial Process

As I mentioned earlier, Content Strategy is not a “set it and forget it” type of task. It takes constant attention to keep up with not only your competition, but also evolving web trends and expectations of your user base. An editorial process will provide a guideline for you and your team to continually monitor and improve your websites content strategy.

Sample Tasks:

  • Blog Planning
  • Content Refresh Schedule
  • Ongoing SEO Analysis

Ultimately, the content strategy for every business, industry and organization will be a little bit different. The important part of a content strategy is that you have one, you are actively engaged and thinking about it and that you and your team understand it is a living, breathing thing.

Looking for help with your content strategy? Contact Us!

Are you still on Drupal 6?

Whether you operate a blog, a small business page, or a large corporate website, if you are still operating on Drupal 6 it is past time for you to consider upgrading your operations. Drupal 6 officially reached End-of-Life on February 24th, 2016. Since then, the Drupal community has largely abandoned support for this version of Drupal.

Why does this impact me?

Anyone running their business on a Drupal 6 version should be concerned because the Drupal community has moved on. As an open source platform, the vitality of Drupal depends on contributors adding new components, modules, features and more. When the community moves on to new versions of Drupal, the older versions are no longer receiving the care and attention required to maintain modern content platforms.

By not adopting Drupal 8, you no longer have the community actively working on modules, bugfixes, improvements, and most importantly, security updates and improvements. The Security team is no longer providing Advisory updates for Drupal 6, and the majority of modules are no longer supported by the maintainers. The bottom line? If you are still operating on an old version of Drupal, you are exposing your site to unnecessary security risk.

Uh oh…so how do I make the switch to Drupal 8?

It’s easy! Upgrading your Drupal site using a migration approach. The first step is to decide how you want to handle your upgrade. Use these questions to help you get started:

  1. Am I happy with how my website functions and how it looks?
  2. Does my website/brand need a refresh or update?
  3. Do I want to refresh my content as part of this upgrade?
  4. What are the key functions that my website needs to perform?

Based on your answers to the questions above, you will likely fall into one of two categories: Lift & Shift or Website Rebuild.

Lift & Shift: As is migrations

Drupal 8 has made significant strides to make the upgrade process from Drupal 6 to Drupal 8 as smooth as possible. Mike Ryan and others have made a huge impact in this space, rewriting the migrate module from the ground up and including it in the Drupal 8 core. The fact that this was added as a Drupal core initiative speaks volumes of the importance that has been placed on this by the community.

If your site is mainly brochureware, the upgrade process from Drupal 6 to Drupal 8 should be quick and relatively painless. The new migrate module not only migrates content, but it will also migrate data structures through a configuration migration tool. Wait, what? I can migrate my content types and taxonomy terms so that I don’t need to rebuild them!? The answer is YES! (…with some caveats of course).

For more information about the Drupal 8 migrate initiatives and upgrade documentation, check out the “Upgrading from Drupal 6 or 7 to Drupal 8” section on

Website Refresh: Rebuild Content, UI and UX

So, I don’t have a basic brochureware site but I really need to refresh my brand. Can I still use these tools to take some of the load off of my shoulders? The answer is yes, but in a more limited fashion.

Depending on the size of your website, utilizing the D6 to D8 migration tools may still save you time and money. This will ultimately depend on how significant the changes to your information architecture and content will be.

If you have a large number of pages (let’s say >1000) and some percentage of these pages will remain relatively in-tact from an information architecture perspective (Blogs, Resources, Press), then you will likely still benefit from investing time in migration scripts.

If you are planning to refresh/rewrite all of your content AND provide a new UI/UX on your website, the effort to create a migration script may be higher than handling the process manually.

So, how do I get started?

If you are planning to move forward with an upgrade, it will be useful to check out the following links before you start:

While the idea of being able to be generic enough to meet a wide variety of peoples needs, it is unlikely that your migration to Drupal 8 will be handled out-of-the-box. In the likely case that you will need to customize, here are some more useful links:

Would you like help creating a more detailed plan for migrating your website to Drupal 8? Contact Us – We would be happy to help!