Content strategy for Melbourne HealthContent strategy

Content structure

The Royal Melbourne Hospital is one of Victoria’s leading public teaching hospitals, providing specialist and general medical and surgical services.

Kerry Lacy (Director, The Plannery) was engaged by the RMH to develop the business requirements and assist with the business case for a new, responsive website to replace the Melbourne Health and The Royal Melbourne Hospital websites. During this project, Kerry began developing the content strategy for the new website. More work will be done on the strategy during the website development project (scheduled to start soon).

Content strategy approach

The primary purpose of a website is to deliver meaningful and useful content to an audience. To ensure the content is effective and can meet business and user goals, a content strategy needs to be developed very early in the project. The content strategy informs design, so it’s generally accepted in the web industry as an integral part of the User Experience (UX) design process.

On this project, Kerry worked with Melbourne Health to:

  • Understand the existing content and audience groups. We completed a thorough audit of the existing website content, working out what could stay, what had to go, what needed to be rewritten and then documented the findings in several spreadsheets. We also defined user profiles and determined the content needs of each user group.
  • Define how we are planning to use the content to meet business and audience needs. This means we needed to think about:
    • Who needs what content and why
    • Where the content would be sourced
    • What content objects could be reused on many pages (for example, contact details, location details)
    • How the content needed to be prioritised for mobile and desktop delivery
    • How content may need to be pushed to social media channels
  • Determine how the content will be governed – who owns it, who produces it, how often it needs to be maintained and drafting a style guide to govern content production.
  • Develop the structure for the content, including producing templates for each different page type, so we can start gathering the content whilst the website is being designed and built as well as ensuring we have ‘real’ content to inform the design.
  • Develop a content production process:
    • Page brief – to outline the purpose for each page (template)
    • Research – interview experts, review competitor sites, audit content, review internal publications (for style and tone)
    • Write/produce – copywrite, source assets, microcopy, calls to action, link strategy, metadata
    • Review – subject expert review (for accuracy) and senior editor review (for quality and standards, tone and brand messaging)
    • Revise – edit the content, prepare for approval
    • Approve – subject experts and/or owners to approve the content
    • Upload to CMS – copy or import the content into the CMS, added tags and metadata
    • Review (HTML) – check every page to ensure the content is displayed correctly
    • Publish – deploy the new site


Once the website development project commences, Kerry will continue to work with Melbourne Health to refine the content strategy and support the management of the content production. There could be 500+ pages on the new website.


Inspiration and ideas for this content strategy approach were gleaned from:

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