DfE: Content migration / site management
How the DfE managed its migration
The pioneering Department for Education was developing new, targeted communications channels for tomorrow’s digital citizens and educational professionals.
It needed a digital content strategist and flexible team of web editors with an education sector background to help plan, populate and launch the new e-channels.
Our content strategy lead and flexible team of between four and – at the peak of migration – 14 editors reviewed, edited and organised thousands of pages of content, mapping all content for the new e-channels, agreeing an editorial style and tone of voice and tagging items to make them easier to find.
We produced new content guidelines, governance rules and workflow processes for efficient delivery, training policy teams. And we provided expert advice on the process, risks and issues involved in migrating and repurposing content – working to agile sprint methodology with multidiscipline teams.
Change management was inherent to the role: briefing, negotiating with, training and challenging staff as necessary,to help them adapt to the new ways of working and produce good quality content.
Our team’s role expanded to cover:
- full daily website management, including compiling, analysing and acting on usage statistics – for example, adding links to homepage hot topics or promo boxes to reflect what users were searching for
- ministerial speechwriting
- liaising with policy teams to discuss how, where and when to present their online content and editorial advice
- media monitoring, six days a week – checking forums, blogs and websites for key terms and using these findings to fine-tune the approach
- managing all the DfE’s social media channels and exploiting new interactive opportunities.
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