Hi friends 👋🏻

Two weeks ago I wrote an email about creating custom content types on a website. It generated some responses and questions, so I'm following up with an example I'm working on right now where we realized we need a "Story" content type.

If you want to go back and read that original email it's here:
➡️ "When "pages" and "posts" aren't enough"​

Want links to recent emails or a sign-up link to share? Go to The Digital Landscape sign-up page​

This "blog" is really a mix of two content types, for two different audiences

I'm working on an advocacy campaign website right now. The task is to migrate from a poorly maintained WordPress install to a simple, secure Squarespace setup that will be easier to maintain for a small team with a low budget, and to clean up the content and visuals as we go.

Part of the existing website is a "blog" – a collection of posts on a mixture different subjects:

1. Organizational news updates
2. Announcements about sign-on letters and lobby activities
3. Stories from individuals impacted by this specific policy area

As we were reviewing this content and deciding how it should be migrated, we realized it's a mix of content for two different audiences.

Posts in buckets 1 and 2 are for organizations that are involved in the campaign, or might be considering joining the campaign. The content includes opportunities to join sign-on letter initiatives, analysis of new bills, policy agenda, etc.

Posts in bucket 3 are on the website so they can be shared with Members of Congress or legislative staff during lobby days. They are typically comprised of a name, personal photo, and a first person narrative about their life and how this policy area impacts them.

Bucket 3 posts are a totally different type of content, for a totally different audience. A great example of when it makes sense to consider a separate content type.

In this case, we moved these posts into a "Story" content type, and are presenting them on the updated website in a Story Library – a dedicated link that can be shared during advocacy activities that keeps the personal stories separate from campaign logistics aimed at member organizations.

If you're considering a website refresh or platform migration, here's some advice:

Find yourself a partner who will help you think through your content in a strategic way, instead of an agency that will just slap a fresh coat of paint on the site without digging into deeper questions about the site structure and purpose.

Until next time ✨

— Ed Harris (your digital strategy guide)

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