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The following article about content stategy for websites may appear strange to talk about in Kenya, but believe me it is not.

There are a few Kenyan sites that show promise. Very few.

Content Strategy (with caps) is usually used to describe the broad, professional practice of CS including:
•    Client consulting
•    Content reuse planning
•    Content development project plans
•    Editorial Standards
•    Identifying and training content authors
•    Assigning and reviewing submitted content
•    Technical planning for content delivery
•    CMS issues
•    Content Governance
•    Editorial calendar
•    Content maintenance and archival plans

In my mind it’s very similar to how I see “site architecture” vs. “information architecture.” Site architecture is usually used to refer to the navigational structure of a Web site, the site’s structural hierarchy. Whereas Information Architecture refers to the professional practice of IA including all the consulting, inventory creation, wireframe development, prototyping, and usability/user experience work that they do.

At one time, these two terms were used somewhat interchangeably, but as IA gained recognition as a broader practice, there has been more distinction between the terms. Content Strategy is not quite there yet, but as more rigor and discipline go into content planning and development (in response to late projects due to late content) progress will be made.

Its proposed that  the development of a detailed Web strategy that helps  clarify stakeholders, vision, principles, and goals for the clients and his customers. It would provides an actionable roadmap for the webmaster, as well as the many online  Web development groups who wish to apply their efforts more efficiently.

Further its necessary to review this web strategy on a cyclical basis to make sure the organization’s Web experience remains strategically and technically up-to-date.

Doug Busher says that Web strategy is the determination of how a business or organization’s web presence will manifest its overall business strategy. Whereas a website can accommodate the needs of its users and contribute to a company or organization’s bottom line without a pre-defined strategy to follow, informed pre-planning and thoughtful execution of that plan can only increase your odds of success.

Many of our projects got content strategy consultants involve helping clients understand the need for a solid web strategy and working with them to formulate one that provides both immediate and long term direction.

A web strategy must be tailored to the organization and industry/sector, but some common attributes are:
•    Consistent extension of the brand across the site or across multiple web properties
•    Drawing value from the organization’s products
•    Awareness of your site’s distinct audiences, how they will be engaged,
•    Prioritization of content/functionality for the audience’s needs
•    Identification of conversion paths for each audience type, and how they lend to greater business goals (e.g. increased sales, lead generation)
•    Financial sustainability plans for the site (addressing the need for advertising, sponsors, etc.)

The concept of website strategy in Kenya has been very poorly executed and even the known popular Kenyan website leave a lot to be desired in terms of design, planning and execution of strategy.