Content strategy

Subject matter expert (SME) 

Subject matter experts have extensive knowledge in a particular field or topic, such as call handlers, who provide direct support to service users. They have first-hand experience of user pain points, queries and success stories. 

SMEs should provide relevant policy or supporting information and are responsible for the content’s accuracy. This means keeping it up to date with regular checks, particularly when there are legislative, policy, system or process changes. 

SMEs should review their content for: 

• factual accuracy  
• duplication (the same information published in more than one place) 
• correct spelling, punctuation and grammar 

They can work with the Website Content Officer to: 

• define and explain policies, procedures or standards 
• define goals for the content  
• seek and apply recommendations for improvements 
• explain terminology and jargon used within their subject area 
• answer questions and problems related to their area of expertise 
• support the content review process  
• make sure the ‘fact check’ or ‘sign off’ stages of the publication workflow run smoothly 

Content editors 

Content editors are responsible for supporting SMEs in the creation, evaluation and publication of user-content that meets business goals and user needs.  

They help services to monitor and review content at all stages of the content lifecycle from initial idea through to archiving content when it is no longer needed.  

Content editors should: 

• use evidence, data and research to help SMEs to identify user needs and make content decisions 
• take responsibility for the content quality and how it is written 
• check whether user needs are already being met by the content 
• publish content only once it meets content standards 
• use analytics to monitor the performance of content 
• support SMEs to make sure content is kept factually accurate and fit for purpose 
• identify content which is not performing well, and work with SMEs to find solutions to problems 

Reviewing content 

Content editors will review content submitted by SMEs or contributors in their work group. Content editors should review the content for: 

• clarity of language and use of plain English 
• appropriateness of tone for target audience 
• whether it meets the council’s content standards, and readability and accessibility (WCAG) guidelines 

Revising content

If a content editor determines that a piece of content is unsuitable for publishing, they may revise the content in collaboration with the SMEs to improve its accessibility and quality before publication.  

Content editors should revise the content with the goal of making the content as readable as possible. The language should be appropriate and accessible for the intended audience.