Content often gets overlooked. We recommend that early in the process you start to assign and collect content. Once your navigation has been finalized, you’ll be in a good position to know what content you’ll be likely to need.

Darim suggests that you think realistically about how much content you can keep up-to-date, and not bite off more than you can chew. Keep assignments for initial content to vital, brief and focused articles, so as to avoid overwhelming your writers. It’s more important that they submit the copy on time than that it is fully comprehensive. You can always add more details to content after the site has been launched.

The most important thing to remember is to make sure someone is removing old content and keeping the pages up-to-date. Stale content breaks trust in the relationships you’re trying to strengthen.

It’s a good idea to examine the editorial flow – that is, the routes by which decisions are made about articles to be posted, these decisions communicated, the assignments made, the initial drafts submitted, the editing performed and the article finally mounted on the site. We recommend that the fewer people with this oversight, the more accountable they become.