Web content strategy

Applies to: T4 Site Manager
Last updated: 22 December 2016
Summary: Explanation of the need for and benefits of content strategy, and a link to the University Web Content Strategy PDF.

Content strategy

Content is the information conveyed in copy, navigation and the visual design of a digital experience. In the context of the strategy, this applies to all content produced and maintained on the University’s Content Management System (CMS): T4 Site Manager.

Web Content Strategy (PDF, 502kB)

Who the Web Content Strategy is for

The content strategy is written for the organisation; its Web Publishers, Site Administrators, Site Owners, Web Executives and the Digital Communications team. For an explanation of these roles and their responsibilities, see our information on web management and governance.

What a web content strategy does

A web content strategy is the effort to present content in meaningful, useful and relevant contexts within the user experience. It ensures that the right content reaches the right people, at the right time and for the right reasons.

A web content strategy also provides Web Publishers with a structured approach to creating, managing and archiving content across the University websites.

Why a web content strategy is needed

The quality of web content degrades quickly: content can become outdated, irrelevant and potentially damaging.

A web content strategy ensures content is sustainable; that there is a level of control over who is responsible for producing, updating and maintaining content; and that there is clear ownership of each part of the content publishing process.

Why a web content strategy is important for the University

The University operates in an increasingly complex and competitive environment. Within this environment we must be able to clearly articulate what makes the University of Bristol special.

Maintaining a consistent identity across our websites plays a key role in supporting our organisational identity.