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Build YourContent Strategy
Roadmaph"p://echa.europa.eu/addressing-‐chemicals-‐of-‐concern/substances-‐of-‐poten8al-‐concern/svhc-‐roadmap-‐to-‐2020-‐implementa8on
h"p://echa.europa.eu/addressing-‐chemicals-‐of-‐concern/substances-‐of-‐poten8al-‐concern/svhc-‐roadmap-‐to-‐2020-‐implementa8on
Content Strategy Roadmap1. Discovery2. Content audit and assessment3. Comparative content analysis *4. Empathy-based audience personas *5. Content creation and publishing guidelines6. Roles, lifecycles, workflow, governance7. Taxonomy8. Content transformation and migration9. Content marketing and promotions10. Handoff, next steps
* Sometimes considered optional
Introduction to
Content Strategy
Content strategy challenges• Findability• Voice• Ownership• Policies• Practices
Worst practices• Language/jargon• Prioritized promotion• Content hoarding• Bad editorial processes• New content missing• Different content on different channels
© Don Graham, 1998, Flickr
• Who, what, when, where, why, and how of publishing content online
• A strategic statement tying content to business goals
• The people, processes, and power to execute that statement
Policies and guidelines +
Audience understanding +
Business knowledge =
11
What is “content”?
Content is…EventProductClass ProgramResearch
Format is less significantWeb pagesBlog postsInfographicsImagesPDFsVideoAudio
Content is…EventProductClass ProgramResearch
Content strategy is…Event Strategy Product Strategy Class Strategy Program Strategy Research Strategy
Content is
political
Content is…Event ProductClass ProgramResearch
Content is…My Event My ProductMy Class My ProgramMy Research
20
“Every pixel has an owner.”
– Paul Ford, former web editor at Harper’s magazine
“It is difficult to get a man to understand something, when his salary depends upon his not understanding it.”
– Upton Sinclair, 1935
23
h"p://www.amazon.com/Have-‐Always-‐Done-‐That-‐Way/dp/184728857X/
Department
Message
Audience
Department
Message
Audience
Department
Message
Audience
Department
Message
Audience
Old thinking
Organization: Programs, offerings
Audience
Messages
Audience Audience Audience
New thinking
26
27
Content strategy is
CHANGE MANAGEMENT
28
User experience is
CHANGE MANAGEMENT
29
Digital is
CHANGE MANAGEMENT
• 290-‐page PDF • Updated every year
• Where is the member handbook?
How do I do content
strategy?
Where do I start?
Discovery
h"p://www.amnh.org/exhibi8ons/permanent-‐exhibi8ons/discovery-‐room
h"ps://www.flickr.com/photos/emmm_weee/15048086753
h"ps://www.flickr.com/photos/emmm_weee/15048086753
h"ps://www.flickr.com/photos/emmm_weee/15048086753
• h"ps://www.flickr.com/photos/studiocurve/13080208/
• h"ps://www.flickr.com/photos/moohcowh/2596366618
h"ps://www.flickr.com/photos/bunny/1985272127
Where you’re going • Goals & measures of success
1 4 2 5 3
How you’ll get there • Which channels will help you achieve success?
1 4 2 5 3
How long and how much • Deadline, budget, resources
(staff, skills, priori8es)
1 4 2 5 3
Who’s going with you • Who is your audience?
• What do they want?
1 4 2 5 3
What you’ll take• What content do you have?• What needs to be created?
1 4 2 53
• https://www.flickr.com/photos/cognizant-worldwide/15808428981
• https://www.flickr.com/photos/pennstatelive/5415994846
h"ps://www.flickr.com/photos/xoques/3758640007
Strategy Statement
The <Organiza8on>’s social intranet will: Collect and surface/curate cri8cal, relevant editorial content created by appropriate <organiza8on> corporate departments, divisions and employees.
Enable and mo8vate employees to connect, interact and collaborate via social features.
Foster a culture of innova8on.
We will develop and maintain content that helps people prac8ce and enjoy the arts.
NAMI.org will advance the NAMI movement by recrui8ng and mo8va8ng supporters and ambassadors to:
– educate themselves and others about mental illness and recovery
– find and access support – contribute by dona8ng, walking, engaging, joining – take ac8on by advoca8ng, par8cipa8ng, volunteering, and sharing their stories
Create a strategy statement
< O r g a n i z a t i o n > o f f e r s _ _ _ _ _ _ _ , _ _ _ _ _ _ _ c o n t e n t t h a t h e l p s t h e m _ _ _ _ _ _ _ _ _ _ _ _ _ a n d _ _ _ _ _ _ _ _ _ _ _ _ _ b y m a k i n g _ _ _ _ _ _ _ _ f e e l _ _ _ _ _ _ _ , _ _ _ _ _ _ _ , a n d _ _ _ _ _ _ _ , a n d c o n v i n c i n g t h e m t o _ _ _ _ _ _ _ _ _ _ _ _ _ a n d _ _ _ _ _ _ _ _ _ _ _ _ _ .
adjec8ve adjec8ve
accomplish goal accomplish goal audience
adjec8ve adjec8ve adjec8ve
take desired ac8on
Example VillageReach offers educa-onal but warm, human content that helps them increase dona-ons and raise awareness by making ins-tu-onal donors feel commi6ed, capable, and needed, and convincing them to give annually and show public support.
take desired ac8on
Exercise #1: Create a strategy
statement
Create a strategy statement
< O r g a n i z a t i o n > o f f e r s _ _ _ _ _ _ _ , _ _ _ _ _ _ _ c o n t e n t t h a t h e l p s t h e m _ _ _ _ _ _ _ _ _ _ _ _ _ a n d _ _ _ _ _ _ _ _ _ _ _ _ _ b y m a k i n g _ _ _ _ _ _ _ _ f e e l _ _ _ _ _ _ _ , _ _ _ _ _ _ _ , a n d _ _ _ _ _ _ _ , a n d c o n v i n c i n g t h e m t o _ _ _ _ _ _ _ _ _ _ _ _ _ a n d _ _ _ _ _ _ _ _ _ _ _ _ _ .
adjec8ve adjec8ve
accomplish goal accomplish goal audience
adjec8ve adjec8ve adjec8ve
take desired ac8on
Example VillageReach offers educa-onal but warm, human content that helps them increase dona-ons and raise awareness by making ins-tu-onal donors feel commi6ed, capable, and needed, and convincing them to give annually and show public support.
take desired ac8on
h"ps://www.flickr.com/photos/xoques/3758640007
Content Audits and
Assessments
Step 1: Content inventory
Things to trackN a m e o f c o n t e n t p i e c eU R LC o n t e n t t y p eP e r s o n r e s p o n s i b l eN o t e s
Also trackA v e r a g e m o n t h l y v i s i t sL a s t r e v i e w d a t eC M S c o n t e n t t y p eTr a n s l a t i o n s
Step 2: AuditR e w r i t e , m e r g e , d e l e t e ?E x p a n d , t r i m ?G a p sP a t t e r n s
Outcomes• C o n t e n t m a t r i x• F i n d i n g s a n d r e c o m m e n d a t i o n s
r e p o r t
Do not skip!
Comparative Content Analysis
Who?• C o m p e t i t o r s• P e e r s• S i m i l a r o f f e r i n g s• O t h e r i n d u s t r i e s• S o c i a l n e t w o r k s
What to look at• S e a r c h r e s u l t s• U s a b i l i t y• Vo c a b u l a r y• C o n t e n t• P r e s e n t a t i o n• A u d i e n c e - c e n t r i c i t y• Vo i c e a n d t o n e• Q u a l i t y
OutcomesCompara t i ve aud i t find ings repor t Fo rma l r epo r t Presen ta t i on Sco reca rd sp readshee t SWOT ana l ys i s
Break!
Empathy-Based Audience Personas
h"p://www.tagheuer.com/int-‐en/company/ceo-‐speech
• Shared focus on the audience Shared understanding of the audience
h"p://www.tagheuer.com/int-‐en/company/ceo-‐speech
• Shared focus on the audience
• Shared understanding of the audience
73
h"p://www.slideshare.net/est3ban/empathybased-‐personas-‐gaining-‐a-‐deeper-‐understanding-‐of-‐your-‐audience-‐presen
74
Anthony Susan
Allen
Maggie
Content Creation and Publishing
Guidelines
Effective content• Sounds like the organization• Has a goal• Uses the active voice• Helps the reader do a task• Is specific• Is focused on the reader, NOT on your
organization
Scannable content• Uses subheads and bullets• Is not in PDF format• Uses fewer words but includes the terms
readers are looking for
h"p://www.useit.com/eyetracking/
Content is Conversation• What do I hope to achieve from this content?• Who am I talking to?• What brings those people to my site
or app? What are their top tasks? Top questions? Conversations they want to start?
• Make sure your goals are specific, measurable, and focused on what you want site visitors to do.
True goal• NO - We want to tell people how great our
services are.
• YES - We want people to choose our services.
True goal• NO - We want to get lots of views of our page
• YES - We want people to do something: Sign up for the event, download the white paper, subscribe to the publication
Show, don’t tell
• Useful• Relevant• Timely
• Org-focused
• Narrow interest
• Not actionable
Message architecture
• Articulate your brand identity and personality
• Create a common understanding of who your organization is
• Informs decisions about what content to publish, what formats, what channels
Roles, Workflow, Lifecycle, Governance
Roles on a digital team• Content strategist• Project manager• Visual designer• User experience architect• Social media manager• Director
92 h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
93 h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
Where most orgs start
94
What often seems most logical
95
What some orgs are trying
96
Where most orgs land
97
Offering online content
Plalorm (project mgmt/priori8za8on, reliability)
Presenta8on (self, light,
medium, deluxe)
Editorial Ques8ons/ feedback
Promo8on
Exercise #2: Create your
governance model
1. Review the handout showing the four models of digital governance.
2. On your own, think about where your organization is today.
3. Then, circle the model you think would work most effectively in the organization.
4. With the other people at your table, brainstorm what it would take to use the optimal model. Be prepared to share this list with the larger group.
Workflow
http://www.cnn.com/EVENTS/1996/anniversary/how.things.work/index2.html
Break!
Taxonomy
• What Is It?– A set of terms (controlled vocabulary) and content
attributes (metadata) that can be applied to content items
– The underlying data structure of the website
• Why Use It?– Helps describe and categorize content items– Creates relationships among content items– Helps make content items findable through
navigation and search
Controlled Vocabulary
≈
Library of Congress—www.loc.gov
≈
Search—www.acc.org
Outcomes• Agree upon controlled vocabulary • Validate with users • Determine who will tag content
Taxonomy Exercise
Content Transformation and Migration
Content Audit & Assessment
Audit spreadsheet: h"p://goo.gl/G1DNx6
Content Inventory
Image: wikipedia
Transforming Your
Content
“In a sense, content models are perhaps the truest form of bottom-up information architecture: by determining what types of chunks are important and how to link them, we make the answers embedded in our content ‘rise to the surface.’”
—Louis Rosenfeld & Peter MorvilleInformation Architecture for the World Wide Web
• Structure—how content items will assemble– e.g., news, author, location, price
• Type—how is it being used?– e.g., press release for press room, author database
for journal articles
• Attributes—published & metadata– e.g., title, abstract, taxonomy tag
http://alistapart.com/article/content-modelling-a-master-skill
Content Marketing and
Promotions
Courtesy of Melissa Zinder, NBOA
www.bobangus.com
h"p://www.kaushik.net/avinash/smart-‐analy8cs-‐dashboard-‐modules-‐insighlul-‐dimensions-‐best-‐metrics/ h"p://www.kaushik.net/avinash/digital-‐dashboards-‐strategic-‐tac8cal-‐best-‐prac8ces-‐8ps-‐examples/
126 h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
Handoff and Next Steps
#winning
Strategic nagging
Patient but persistent repetition of a message
Have a plan
Don’t wait for permission
Thank you!Carrie Hane Dennisoncarriehd@gmail.com @carriehd
Dina Lewis, CAEdina@distilledlogic.net @dinalew
Hilary Marshhilary@contentcompany.biz @hilarymarsh
Resources• http://www.customerfocuscalculator.com• http://blog.siteimprove.com/web-governance-blog/the-
hierarchy-of-content-needs-a-new-model-for-creating-and-assessing-content
• Letting Go of the Words, Ginny Redish• Don’t Make Me Think, Steve Krug• Web Analytics: An Hour A Day, Avinash Kaushik
Handouts we used• http://www.hilarymarsh.com/roadmap
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