Content First - the content counts!

Content First is a method in which the focus is primarily put on creating high-quality content before developing design or even developing technology.

When designing new websites, technology is often given far too much priority in the beginning, especially in traditional project management. However, the technology should be the tool for delivering the content - and not a straitjacket that shapes the content. To use an even more concrete metaphor: 

It's good to know which books (content) you want to show before you build a bookshelf (CMS/website) to present the books and make them accessible.

 

The Content first process

For simple websites, it is often sufficient to define what type of content should be displayed; this should be done using 5-10 actual examples. Specific examples could be 5-10 complete articles (for magazine websites) or products (web shop) with all relevant metadata such as categorisation, tags, author, publication date, etc.

For more complex systems with multi-layered content formats and extensive structures, it is recommended to take an even more organised approach and divide the process into three phases:

Content strategy

For more complex websites, the content strategy is an essential component of the conceptualisation. A target user group analysis is performed, topics and tonality are defined and it is determined which content should be created for the content-first approach

Content Model

The content model defines in abstract terms which types of content formats are intended, how they are related to each other and, if applicable, which content elements they are made up of.

Content Production

In the two previous phases, the content was still viewed in abstract terms. Content production is now specifically about creating actual content in accordance with the defined content model.

Evaluation: Proof of concept

This approach enables us to identify potential shortcomings at an early stage and identify any new requirements. Both the content strategy and the content model can thus be adjusted in an agile process and with acceptable costs. Content creation therefore serves as a "proof of concept" for the content model and forms a solid and dependable basis for the subsequent steps in website design. UX aspects (structure of the information architecture, sitemap, navigation and user guidance) as well as UI decisions and the requirements for the CMS to organise the content are then taken into account.

Personal Conclusion

Our team has had excellent experience with this approach in the conception phase. By focussing on the actual content and structure at an early stage, we avoid the need for later adjustments. Aspects such as accessibility, responsive presentation and SEO can also be taken into account at an early stage with this approach, resulting in outstanding website performance for our clients.

• Create the content first.
• Check content against objectives
• Implement the structure, user guidance, design and technology based on the content