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@innova2 @teengily
#MW2015 #contentstrategy
Museum content strategy
Which way to go?
Conxa was here!!!
To make you think about content+strategy
To walk you through content strategy ingredients
To offer inspiration for content creation
To introduce you to strategic content planning and creation tools
To exchange ideas with you and generally have a nice, quality time
By the end of it, we would all be speaking a common language
I wish…
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
’Content strategy plans for the creation, publication and governance of useful, usable content.’
Kristina Halvorson
Bill Gates
Copyright: Mark Smiciklas, based on Chris Brogan
Is this a piece of content?
Copyright: Imperial War Museum, London, UK
Content is UX UX is content
But one thing is certain…
A million $ question: What makes a successful content strategy?
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
Image credit: Conxa Rodà
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
Motivations for visits to museums and galleries
Engagement with Tate’s content before/during/after a visit
Tate’s content accessed/activities before a visit
Tate’s content accessed/activities during a visit
Tate’s content accessed/activities after a visit
Engagement with Tate’s content during a visit
If you knew all this about your audiences, how would that influence your plans for creation, distribution and promotion of content?
Before/during/after… Activity: before/during/after content audit
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
More content
Copyright: DOMO
’Contentitis' Salma Jafri
Less is more
More of the same
Something completely different
Evergreen content = SEO content Biographies Glossaries Research papers Exhibition and collection information Interviews Guides
This is NOT evergreen content
Press releases News articles Seasonal content Trendy content Statistics
Marketing content always has revenue as its final objectives.
Evergreen content is a final destination.
Content marketing vs Content as a destination
Blogs
Editorial content
Metadata as content Content which describes and categorises content and objects
Comes in these formats: fields and values
Key to content findability by applications
Dublin Core model for content management
Title Creator Subject Description Publisher Contributor Date Type Format Identifier Source Language Relation Coverage Rights
User-generated content: Tate Collectives GIF party
§
Crowdsourced content
User response as content
vangoyourself.com: scenification
Acknowledging user’s contributions
Digital storytelling
Viral content
Viral content
Activity:Let’s brainstorm some viral content
And create something like this!
A walkthrough content strategy
elements
Plan Analyse Create
Communicate Evaluate
CONTENT
Plan Analyse Create
Communicate Evaluate
CONTENT
Content strategic plan:
Goals Audiences
Governance Workflow
Measures of success
Content strategic plan:
Goals Audiences
Governance Workflow
Measures of success
Content strategic plan:
Goals Audiences
Governance Workflow
Measures of success
Content strategic plan:
Goals Audiences
Governance Workflow
Measures of success
Content strategic plan:
Goals Audiences
Governance Workflow
Measures of success
Workflow: roles and responsiblities for tasks
who, what, where, when will create, sign off, publish, distribute, measure, maintain, remove, moderate, design, promote content
Content workflow Create Review Revise Sign off Publish Evaluate Maintain
RACI model
Responsible Accountable Consulted Informed
Content strategic plan:
Goals Audiences
Governance Workflow
Measures of success
Measures of success
Activity: how much of a content strategic plan do you have?
Plan Analyse Create
Communicate Evaluate
CONTENT
Content and channel audit and gap analysis
What content have you already got and what you need to produce?
Content inventory per channel: a list of all content resources
Content gap analysis: What content is missing to achieve your goal?
Plan Analyse Create
Communicate Evaluate
CONTENT
Useful and relevant content
Look at longtail keywords to find topics of interest to your audiences
Evergreen content
How to… Top ten… Who was… What is… Top tips… DIY guide to…
Accessible content
Multi-format content
Platform-tailored content
Find your niche
Content plan or calendar
TATE ST IVES DIGITAL CONTENT PLAN - 2013/14
2013 2014
Key messages Content Who MAY JUN JUL AUG SEPT OCT NOV DEC JAN FEB MAR APR
Tate St Ives historical context/
links to British/St Ives
modernism
Why Tate is in St Ives? EE
Gallery of archive images - St Ives pre-Tate, BH studio, etc AF
Barbara Hepworth story and history Commission JA?
Summer show 2014 - series of blogs in build up to 2014 Commission external
TSI 2 building project
Future for TSI - Phase 2 blogs series Project co-ordinator
TSI IS 21 years old
TSI is 21 - series of blogs around 21st anniversary EE/AF
TSI is 21 - the opening day/week/year
Staff/stakeholders who may have been at the 1st day?
What are your memories of St ives/Tate opening?
Cornwall artists
St Ives art historyProgramme team? Commission writer?
Films: Barbara Hepworth, Peter Lanyon, William Scott Tate Media
Take home a piece of TSI (ltd edition prints with cornwall links, shop merchandise cornish links) EE with BS
Cornwall/St ives tourist
message
Curator's top 10 places to visit in Cornwall MC
What to do in St Ives/Cornwall (summer/winter seasons)
Artists? /other staff members/volunteers? Business members?
Late at Tate - series of blogs on content of each event/call to local people to attend KG/BN
Tate café - cornish links/selling up local suppliers EE
What's your perfect day/holiday memory of St Ives and Cornwall?
local artists/contacts - business members?
Family Friendly
Yes, you can touch that….Families in art galleries
RW, repurpose existing content
Family programme - highlights/top 10 RW
I visited TSI/BHM with a pre-schoolers and survived! A mum contact
I spy Tate - stories and clues behind the images EE/AF/RW
I Spied Tate - what did you spy? Follow up with audience reviews/comment/photos EE/RW
�1
Content tables
NPR’s COPE content publishing model
Create once publish everywhere
CMS - content mgt not publishing API - presentation layer
http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere?next_slideshow=1
http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere?next_slideshow=1
Editorial and brand guidelines Accessibility guidelines Moderation guidelines Etc
Content presentation
User journeys Navigation Wireframes Prototypes
Plan Analyse Create
Communicate Evaluate
CONTENT
Plan Analyse Create
Communicate Evaluate
CONTENT
Plan Analyse Create
Communicate Evaluate
CONTENT
Activity: CORE content creation model
Final word of advice: Know your organisation and audiences
Create content for YOUR audiences that delivers on organisational objectives
Find your niche
Keep content useful, useable, engaging, consistent
Promote your content
Analyse your content
Build content strategy that is achievable and sustainable
Thank you
@teengily @innova2
