Content Prioritization Matrix

Sometimes, there’s so much to do it feels like nothing can get done. When a team is struggling to identify which area of content to tackle first, a prioritization matrix can break through the conflicting opinions and clarify the priorities.

This prioritization matrix template has 5 sections:

  • The content sections (column 1). These might include “homepage,” “product pages,” “blog articles” etc.
  • The section rankings (column 2). For each content section, identify how important the section is to the business. High = 3, Medium = 2, and Low = 1.
  • The user needs (column 3). For each content section, identify one (primary) user need the section is intended to respond to.
  • The pages (column 4). For each content section, identify the pages that make up the section. There may be several pages within each section.
  • The goals (columns 5-10). List 1 goal in each column. Ideally these goals should come from across the organization. Not every goal needs to be shared by everyone. Then identify, for each page, whether or not it accomplishes the goal. For a yes, write “1,” and for a no, write “2.”

Add up the numbers in a final column, and then add the page numbers for each section. Multiple each section by its ranking (1, 2, or 3). The higher the score of the section, the more it needs attention.


Content Migration Template

A content migration is incredibly complex. To make it more manageable, a content strategist can maintain a content migration document, with data on each individual URL across the site.

Every migration document is a little different. Here’s a basic content migration template, which can be adapted to suit the needs of a specific migration plan. The sections within it are listed out and defined below.

Section 1: Page Information

  • ID Number: For some content migrations, each page is given a unique ID number, so that content blocks or content elements can be tagged by the ID number and all information can be easily sorted.
  • Level: Is this in the top nav? 2nd level? 3rd level? This column keeps us accountable, and helps us catch sections that are going too far down the rabbit hole.
  • Page Name: Literally, what is the page titled?
  • Current URL: If the page currently exists, or if it is being adapted from a currently-existing page, what URL is it?
  • New URL: Post-migration, what will the URL be?
  • Description: This column is valuable so that multiple people can look at the page in question and weigh in on whether the name and edits make sense given the goals referenced in this description.

Section 2: Plan for Content

  • Task (Write, Edit, Review): What is someone supposed to be doing at this moment for this individual page?
  • Next Deadline: When should the person finish their task?
  • Complete? (y/n): If the page is 100% ready to be migrated, mark this as “Y.”
  • Notes: What does the writer/editor/etc need to know to accomplish the task?

Section 3: Metadata

  • Keywords: What will the page be tagged with?
  • Related content: What other pages (in other sections) connect to this page (that we might want to reference on this page, or include in a sidebar).

Section 4: Content Owners

  • In this section, list out everyone who is responsible for any of the content on the page.

Section 5: Editorial Deadlines

  • Draft 1 due: What date do you expect to have draft 1 handed off to the editor?
  • Draft 2 due: What date do you expect to have draft 2 handed off to the editor?
  • Final draft due: What date do you expect to have a final draft complete?
  • Content entry: When does the content need to be in the CMS?
  • You may also choose to include columns for “edits due.”

Content Inventory Template

The starting point for any content audit, evaluation, gap analysis, competitive audit, or migration plan is to have a simple inventory of all the content an organization has.

Here’s a content inventory template in an excel doc, which strategists can use to get a big picture view of the content available, sorted by type, size, hierarchy, or plan.

Voice and Tone Template

Voice and tone are tough to master. Every company’s voice is a little different, and needs to speak to the target audience. This template will help to identify the right voice for your company.

Template for Creating Voice and Tone Guidelines

What words best describe your company?

  • ______________________
  • ______________________
  • ______________________
  • ______________________
  • ______________________

What words best describe your company’s ideal?

  • ______________________
  • ______________________
  • ______________________
  • ______________________
  • ______________________

Who are you speaking to?


What questions do they come to your company asking?

  1. ______________________
  2. ______________________
  3. ______________________

What is the company’s mission statement?
i.e. in one sentence, what will you ensure all other decisions align with?

Write out a conversation with your audience for each of the following:


  • FAQ
  • Greetings
  • Calls to action
  • Legal content
  • Success message
  • Failure message
  • Newsletter
  • Blog
  • Help text
  • Explanatory text (pre-form or top of page)

Voice and Tone Best Practices

When creating voice and tone guidelines, keep in mind these best practices:

  • A company is like a person. The voice the company speaks with should be a voice that the target audience wants to talk to.
  • Consider the personality. Every company likes different metaphors, but pick one that seems appropriate. For example:
    • If your company was a car, what kind would it be?
    • If your company was played by a movie star, who would it be?
    • If your company was a restaurant, where would it be?
  • Another way to ask this question is what car would the target audience drive, what movie star would they want to befriend, and what restaurant would they picture themselves at?
  • Play out actual conversations. Identify the questions the customer/client/user would ask, and how you can best answer it.
  • Play with different archetypes.