Our content principles
These principles should guide all decisions about content.
Start with purpose
All of our content seeks to achieve something, and we’re clear from the start what user needs and organisational goals it serves.
Focus on the things only we can do
ECC is responsible for a huge range of services and has ambitious strategic goals. We need to be disciplined about content prioritisation to make sure we have an impact where it counts.
Do things once
Information should exist in a single place. Duplicating content is inefficient, confusing, creates SEO conflicts and makes it harder to maintain. We should identify which site, service or organisation is responsible for a piece of content and signpost users there rather than recreating it in multiple places.
Measure the right things
Understanding content performance is about more than traffic or page views. We need to measure the impact of content on services holistically using both qualitative and quantitative data.
Prioritise accessibility and inclusivity
Like our services, our content is for everyone, and it shouldn’t ever be a barrier that excludes people. That means prioritising accessibility and inclusivity whenever we are making choices that affect content.
Have a clear governance model
Our content operating model should make roles, processes and ownership clear. And we shouldn’t ever create content without knowing how it will be maintained.
Create content collaboratively
Content is a team sport. It’s stronger and more effective when it takes into account the perspectives of subject matter experts, content experts and users.
Take content skills seriously
Expertise in the design and management of content is a valuable and specialist skill. It’s not something that should be added on to people’s roles without training and support, and we should plan for where and how we are building content capability across the organisation.