02 / Build & Deliver

content-master.

From a first idea to a website that keeps growing

content-master brings together the things I like to consider as a whole when building websites: a clear brand, useful content, fitting images and a continuous path to publication. Research and SEO support the editorial work. A topic becomes a page, and individual pages become a coherent website.

The story behind it

A sketch of the idea

Current stage: In use
Who it’s for: Editors, businesses and people managing several websites
What it changes: Brand, editorial work and visibility in one workflow

01 /

A good starting point for a website

It starts with an offer, an audience and a few thoughts about the voice of the website. content-master uses these to establish the foundations: pages, navigation, languages and a brand profile.

I enjoy the connection between structure and content. From the first draft, the message, layout and design can be considered together. Editors have something tangible to develop further.

02 /

A brand that takes part in the work

Voice, audiences, messages, colours and typography share one home. The brand profile guides writing, while the Brand Studio lets you refine the design using a preview of the actual page.

imagelab provides the connection to brand imagery. Text, images and design can grow from the same idea, which is especially useful when several people work on a website.

03 /

Research and writing belong together

The Content Studio moves through research, competitors and an outline to the text and finished page layout. It supports both improving existing pages and developing new content.

SEO questions appear where they help the work: which terms matter, what does the page answer and how does it fit into the website? Rankings, page analysis and keyword mapping provide the context.

04 /

A topic becomes a set of pages

Content Magic treats a topic as one connected piece of work. Research and strategy lead to coordinated website content and a matching campaign landing page.

Text, layout, images and internal links are developed together. Once the strategy and result have been reviewed, the work moves on to translation and publication. I like being able to see the topic as a whole throughout.

05 /

Several languages, one editorial context

Each page has its own language versions. Content can be translated, reviewed in context and maintained over time. Its connection to the source version stays in place as the page evolves.

Organisations can manage several websites, each with its own brand, domain and editorial work. The workspace suits a single website as well as a growing portfolio.

06 /

Publish and keep developing

The approved version becomes the public website. Content can be served within the application or taken forward as an independent website project. The foundations of this website also came from content-master.

The work continues after publication: review pages, follow their visibility, respond to new questions and improve existing content. For me, the real benefit is being able to look after a website well over time.

From idea to use

What it makes easier.

01Set up websites with a brand, navigation and page structure
02Develop research, outlines, text and layouts together
03Choose how extensively to revise an existing page
04Turn topics into connected pages and campaign landing pages
05Bring brand imagery from imagelab into editorial work
06Maintain language versions in context
07Include SEO, rankings and page quality in ongoing work
08Publish websites and take them forward as independent projects

What I take away

Good content is easier to create when research, design and publication fit together. For me, the handovers matter just as much as the editor.

— Philipp