The Importance of Content Strategy

In 2010, Martha Lane Fox wrote a report that basically all government services and transactions were a bit rubbish. So I went down at the beginning of the beta phase and created a content team,. And the idea was that we weren't just editors because I'd been in government by them for years. It's called revolution or evolution. The new Gov.UK website is entirely user centered. All the content was designed with designers. If it needed to be a tool, a calculator, a calendar, a video, whatever, we felt the user would best consume that information - but we could create it.