The right technique

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Where is which (type of) content placed? For example: general content on social media, and personal content on the website.
What principles apply to writing style, tone of voice , approach (for example 'assertive' or 'open') or form of address? Does this differ per target group?
Will existing content be used or will new content need to be created?
Finally, you clearly summarize the principles for the content strategy in a diagram (figure 5).



We now have the form and content of the online channels in view. Of course, there is also a technical aspect that needs to be realised. But what requirements does the technology need to meet? Which supplier do you choose? To determine this, it is advisable to work with a Programme of Requirements (PvE), in which requirements and wishes for the site, platform or activity to be developed are described. These are often divided into functional requirements (functions such as blogs, news, a 'my israel phone data page' or a project environment) and non-functional requirements (such as requirements for the organisation of the supplier, hosting and SLAs).

A PvE helps you prioritize functionalities and select systems and suppliers based on weighting criteria (such as usability or management and design). How extensive a program of requirements is depends on the size of the assignment and the type of organization. For example, government agencies are required to start a tender process above a certain amount, for which additional documents are required.

Consequences for processes
The plans for online can have major consequences for both the target group and the organization. For example, think of a customer who now has to place his orders via a webshop and also has to file his complaints digitally. Or an organization that decides to speak to its customers via chat instead of the phone.