Chapter 1 looks at the current operating environment – firstly, the internal context (“what your organization has now”) and then the external one.
Chapter 2 looks at online strategy and examines some of the ways you can start to be less reactive and more proactive with the approaches you take.
Chapter 3 is all about content; how to begin to get it into some kind of shape, how technology can be brought to bear on the content you have, and some of the challenges that you’ll face when trying to keep your content fresh.
Chapter 4 is about marketing: online marketing, social media marketing, offline marketing – and in particular focuses on maximising impact with a small budget.
Chapter 5 looks at policy and guidelines: the scaffolding that helps to support your wider vision and strategy.
Chapter 6 is about traffic and metrics. The question ‘What does success look like?’ is put into a strategic context, and some of the tools and techniques to help you answer this question are considered in some detail.
Chapter 7 gives an overview of the social web, and places this in a heritage context. We’ll look at a measured social media strategy and the various channels that you can use to reach out to new and exciting audiences.
Chapter 8 focuses on the specific challenges thrown up by website redevelopment projects. We focus on writing the key documents you’ll need to work with external agencies: website briefs, functional and technical specifications and project documents.
Chapter 9 looks at some of the incoming technologies which anyone working on the web should be aware of. These include machine readable data, feeds, Application Programming Interfaces (APIs) and mobile.
Chapter 10 looks at how you can adapt and evolve your approaches as you go along, taking on board user and internal feedback and feeding this back into your strategy framework.