Wednesday June 30, 2021 By David Quintanilla
How to Prioritise Website Content for Your Next Project

A web site might be as large as you need it to be. Or worryingly, as large as your stakeholders need it to be. For some organizations content material manufacturing for web sites is sort of a conveyor belt that’s all the time shifting. There’s no restrict to the quantity of content material that may be added and this presents challenges round governance, high quality and management. It additionally means saying no to content material might be met with resistance.

Content material requests must be anticipated. There could also be requests for:

  • New sections
  • Amends and updates
  • Redesign of a whole website
  • New content material codecs (video)

Curiously, there are normally fewer requests to take away or archive content material however that’s an entire totally different article.

Again to prioritising web site content material.

When requests are made by totally different stakeholders they usually include numerous agendas and priorities as a result of every stakeholder has their very own focus and issues. With bigger organisations it is not uncommon for one division to not know what one other is doing relating to content material. So why would they cease to contemplate how their content material request matches into the broader content material system?

However what occurs when a number of content material requests meet enterprise objectives and person wants? How do you resolve between a dozen nice concepts?

This text affords some sensible strategies for prioritising web site content material.

Prioritising Web site Content material, Collaboratively

It isn’t all the time about saying no both, typically it’s sure however not but, or sure however right here’s the method for publishing. Engaging stakeholders around content will probably be key to managing expectations, constructing relationships and permitting all involved to voice their opinions. It’s by no means ideally suited simply to pushback with out rationale or proof. You’ll have to put money into getting stakeholder buy-in as early as potential.

Operating a workshop, and even organising a effectively deliberate assembly can floor all the content material necessities.Facilitate classes the place all concerned have an opportunity to share their priorities and put the case ahead for why some content material ought to take precedence over different content material. This could all be mentioned with the enterprise objectives, person wants and target market in thoughts. It’s additionally value emphasising that high quality trumps amount relating to content material.

Dried fruit combine is significant for profitable collaboration

A workshop or assembly like that is the right alternative for utilizing a dot voting course of.

Dot Voting

This system works effectively when the listing of web site content material is written on post-it-notes and caught on the wall for all concerned to see. Stakeholders can then put 1 to three dots in opposition to every web page/piece of content material; the extra dots, the upper the precedence.

Sticky notesSticky notesSticky notes
A content material specialist’s desk, yesterday

This system works effectively for assessing priorities throughout a number of agendas and departments (relying on which stakeholders attend) and offers a superb high-level of all priorities.

It additionally offers each stakeholder an opportunity to share their priorities, however all content material is then assessed with wider enterprise objectives and desires in thoughts. Having an interactive job might improve engagement from stakeholders too.

This depends on these concerned to be sincere and attempt to suppose past their very own division/wants.

The MoSCoW Technique

The MoSCoW technique requires that no matter is being prioritised is categorised as one of many following:

  • We Should
  • We Ought to
  • We Might
  • We Gained’t … produce this piece of content material for the positioning launch.

For content material, this might end in selections akin to:

  • We Should – embody this content material for compliance causes
  • We Ought to – have no less than one professional quote in every article
  • We Might – create bespoke photographs and never use inventory imagery
  • We Gained’t – embody up to date employees bios this time as a result of agreed scope and timescales

By having all owned content material listed in a list (normally a spreadsheet) it’s simple to assign a class to every piece of content material after which filter by every of the 4 variables that make up the MoSCoW technique.

Content material house owners can then be assigned to every piece of content material too, together with deadlines for manufacturing.

Somebody working on contentSomebody working on contentSomebody working on content
Ought to it?

Figuring out whether or not every content material requirement is Should/Ought to/Might/Gained’t will as soon as once more rely upon enterprise objectives and person wants however there are different issues to be made too akin to:

1. Venture Timeline

The size of the mission might decide how a lot content material might be created inside the schedule.

2. Venture Scope

Some content material concepts could also be exterior of the agreed mission scope. These concepts both must be rolled out in further phases after the primary mission launch, or if they’re marked as a should do precedence, maybe different content material will must be “downgraded” in precedence to accommodate this.

3. Sources

It’s no shock that what content material might be produced, and by when, is usually depending on the assets obtainable. Time, cash and other people will affect what content material might be dedicated to.

Together with further components within the decision-making course of, akin to effort, is a key issue for an additional prioritisation method.

The RICE Technique

RICE is a scoring system developed by the team at Intercom to assist prioritise concepts on their product roadmap. RICE invitations content material groups to consider their priorities with obtainable assets, viewers and return on funding firmly in thoughts.

team workteam workteam work
It was at that second Brian realised how few assets that they had obtainable

RICE is an acronym for:

  • Attain
  • Affect
  • Confidence
  • Effort

These 4 components might be mentioned in relation to web site content material too. Use this technique to find out what content material would take essentially the most effort, attain the most individuals, have the most important influence and the way assured you are feeling about all of these areas.

The great thing about a method like RICE is that it could actually information groups of their prioritisation discussions, however will also be tailored to go well with differing wants. Maybe content material is given a share or a rating out of ten, for instance. There’s nonetheless a component of intestine response, current understanding and affect from earlier expertise however RICE actually does drive groups to consider content material in relation to 4 essential components.


Understanding what viewers (who, the place, how, dimension) a chunk of content material will probably be concentrating on can affect how a lot of a precedence it might be. It could be determined that as many individuals as potential is a giant win or a smaller however extra quantified and related viewers is the aim.


This may be trickier to validate earlier than publishing, nevertheless it does immediate helpful discussions round what influence a chunk of content material might need. An instance could be, if a assist centre article is printed, the influence could also be fewer assist tickets raised a few sure subject or job.


Confidence is a tricky issue to gauge and difficult to facilitate a balanced dialog round. But confidence is essential as a result of if there’s little or no of it in a chunk of content material efficiently reaching the viewers, making an influence and being produced with a manageable quantity of effort, then it must be thought of a low precedence. Groups should take into account their obtainable assets, mission scope and timeline when desirous about confidence as a part of this system.


Estimating the trouble to get content material produced might be an ambiguous job, however it’s an estimate moderately than an precise amount of time or cash. It’s not nearly getting content material produced both; the distribution, measurement and governance of that content material might also must be considered.

The RICE technique facilitates a well-rounded dialogue and forces web site mission groups to reply some difficult questions, however the consequence will probably be a transparent view of what’s possible and important for launching the web site.

Person Tales

This technique takes a step again from inside requests so as to add and replace content material. It’s a technique of user-centred design. Sarah Richards describes person tales and job tales as ‘ways of capturing what a user wants to do.’

When you have got an inventory of person tales and what content material is required to satisfy these wants, you possibly can prioritise based mostly in your viewers. This technique ought to take away inside bias and politics because the person tales will probably be based mostly on proof.

Person tales are written in a sure format:

  • As a …
  • I would like …
  • In order that …

An instance of a person story is:

  • As a mission supervisor
  • I would like to have the ability to perceive my groups progress
  • So I can higher report back to stakeholders

You’ll be able to map these person tales with enterprise objectives, after which content material, and this may end up in a prioritised listing.

Outdoors of taking time to observe a sure technique or course of, typically content material requests must be prioritised with rather less scrutiny. It might be that there are a number of articles pitched for an organization weblog. A solution to prioritise these is asking what the aim of the article is, who’s it for and in addition being guided by editorial themes.

Chances are you’ll use a sure technique for one mission after which one other for the following. Whichever you strive, be collaborative. Contain individuals and align across the content material, its objective and the viewers.

Higher Web site Content material For All!

It’s simple to get excited as web site tasks kick-off and when a number of stakeholders are concerned, the request for content material might be overwhelming, with conflicting priorities.

Adopting a structured method to prioritising content material will guarantee web site content material manufacturing and supply is practical in relation to mission scopes. Expectations might be managed in-line with obtainable assets and enterprise objectives and person wants stay a spotlight as content material is mentioned and prioritised. Subsequent time you obtain a number of content material requests or begin an internet site redesign mission, strive one or a few of these strategies and see if it leads to higher content material for audiences and time is concentrated on what is required moderately than being wasted on discussing, planning and producing low precedence content material.

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