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Build YourContent Strategy
Roadmap Hilary Marsh
J Boye Conference 2015h"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?
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
Discovery
h"p://www.amnh.org/exhibi8ons/permanent-‐exhibi8ons/discovery-‐room
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.
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 educational but warm, human content that helps them increase donations and raise awareness by making institutional donors feel committed, 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
crazy person
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
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
Empathy-Based Audience Personas
h"p://www.tagheuer.com/int-‐en/company/ceo-‐speech
Shared focus on the audience
h"p://www.tagheuer.com/int-‐en/company/ceo-‐speech
Shared understanding of the audience
69
h"p://www.slideshare.net/est3ban/empathybased-‐personas-‐gaining-‐a-‐deeper-‐understanding-‐of-‐your-‐audience-‐presen
70
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
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
Exercise #2: Create a message
architecture
As a group, review the deck of cards. Thinking about your group’s “adopted” organization….
1. Sort the attributes into three piles:• Who we are today • Who we want to be in the future• Who we are not
2. Set aside the “who we are today” and “who we are not” piles
3. Group the remaining terms into synonyms. 4. Prioritize: choose the top 5 terms/groups.
Roles, Workflow, Lifecycle, Governance
Roles on a digital team• Content strategist• Project manager• Visual designer• User experience architect• Social media manager• Director
85 h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
86 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
87
What often seems most logical
88
What some orgs are trying
89
Where most orgs land
90
Taxonomy
h"p://schoolworkhelper.net/scien8fic-‐taxonomy/
• Why is taxonomy important• Options
• How to extract your taxonomy• Starter intranet taxonomy• Using the content audit -- put the emphasis on the
content owners• Buying a taxonomy• Use the open Calasi tool -- demo tool
• Lessons learned• Synonyms• It IS system dependent
≈
The Benefits of Tagging• Improves search results
– Tags can be used to increase relevance of items in search results
– Tags can be used to ‘facet’ search results
• Can drive personalization and aggregation
Building your taxonomy
• Have content owners tag their content• De-dupe, clean, standardize• Categorize
Buying a Taxonomy Tool (or Even a Whole Taxonomy!)
• WAND • Concept Searching • AIIM Taxonomy Training and Cer8fica8on programs • Open Calais
Lessons Learned• There is a taxonomy maturity model• Taxonomy is platform dependent – SiteCore vs.
SharePoint vs. Wordpress vs. Drupal• Synonyms are important• Your taxonomy needs to be reviewed regularly
Content Transformation and Migration
Content Inventory
Content Audit & Assessment
Audit spreadsheet: h"p://goo.gl/G1DNx6
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-‐insighnul-‐dimensions-‐best-‐metrics/ h"p://www.kaushik.net/avinash/digital-‐dashboards-‐strategic-‐tac8cal-‐best-‐prac8ces-‐8ps-‐examples/
Handoff and Next Steps
113 h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
#winning
Strategic nagging
• Pa8ent but persistent repe88on of a message
Have a plan
Don’t wait for a content strategy to do content strategy
Thank you!
@hilarymarshwww.slideshare.net/hilarymarsh
Resources• http://www.customerfocuscalculator.com• http://www.kaushik.net/avinash/digital-marketing-
and-measurement-model/• http://blog.siteimprove.com/web-governance-blog/
the-hierarchy-of-content-needs-a-new-model-for-creating-and-assessing-content
Handouts we used• http://www.hilarymarsh.com/JBoye15
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