4 Steps: How Not To Stick Your Face In A Piece Of Cake: Content Migration Strategy

What is the most common or important thing any marketing person would tell you?

If you want to have a greater reach, have a great content!

In an age of #DigitalTransformation, we all rely on the browsing patterns, customer behaviour, and similar giveaways which help us define our strategy.

However, the customer engages only when he can relate to what you present.

Your content speaks for you, where you can’t be physically present.

Most of the organisations think a lot before chalking out the IT budget or roadmap.

A bulk of them, start small, migrate a section of their existing site on to the new Content Management System (CMS).

The size of this content migration may vary!

There are sites which have informational content only. Then again, there are sites which have certain level of user interactions.

From a 100-200 pages to over 5000 pages, there is no limit to it.

It depends on the products are services you provide, the customers who actively use them and would need information about, and the driver for you to be online, in the first place.

How to prepare a strategy for content migration?

Well, if you thought it was as simple as any content editor or content specialist or any person with such a role copy pasting the content and be done with it, then you wouldn’t possibly have worked on such a project.

The fundamentals never change – the planning, the design, the implementation, and the delivery.

1. The big plan!

Planning should have been the phase where most discussions happened; only if we were not in so much hurry to deliver!

The approach, of how you would present the content, the related information you would need, and whether it’ll be across multiple break points, is all to be given a deep thought.

The separation of role; people who could put content, from people who could verify the content, to people who can do both.

Which ones do you have, you can afford to get, and you would need to outsource.

Oh! And, before you forget – do plan who will be doing what and with what approach.

2. Getting the design right!

Set sail when the storm hits the shore!

No, we don’t want that!

So, create assets which can be re-used on similar break points.

Have a consistent layout for pages, which don’t need much modification and look almost the same across devices and platforms.

Do don’t wanna end up creating one page for each of the breakpoints/viewports (desktop, mobile, and tablet).

Decide upon the styling (the font style, size, colour, the heading group, and so on), the icons, and other elements of accessibility.

3. Putting the pieces together!

With the required elements in place, now is the time to put them all on the page.

Know the hierarchy, create the page, and check how it looks on different viewports.

Implement one page at a time, from initiation to completion, and keep track of your progress.

4. Your order is ready for Delivery!

The pages are done, grouped neatly based on the hierarchy, and compared against the existing site.

The viewports are checked, and so is the linking of pages.

If, there is any information which is needed for the tracking or marketing purposes, then ensure you have provided all the information.

If you are not sure, make use of any tools which are readily available to get you that information.

Just when you think you are ready, open it for an in-house verification session.

Limit the time and keep the intended purpose clear.

Walla … You are ready to go! – hand the site over to the customer.


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