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Build Your Content Strategy Roadmap Hilary Marsh J Boye Conference 2015 h"p://echa.europa.eu/addressingchemicalsofconcern/substancesofpoten8alconcern/svhcroadmapto2020implementa8on

Build your content strategy roadmap

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  • Build Your Content 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 isEventProductClass ProgramResearch

  • Format is less significantWeb pagesBlog postsInfographicsImagesPDFsVideoAudio

  • Content isEventProductClass ProgramResearch

  • Content strategy isEvent Strategy Product Strategy Class Strategy Program Strategy Research Strategy

  • Content is


  • Content isEvent ProductClass ProgramResearch

  • Content isMy Event My ProductMy Class My ProgramMy Research

  • 20

  • Every pixel has an owner. Paul Ford, former web editor at Harpers magazine

  • It is difficult to get a man to understand something, when his salary depends upon his not understanding it.

    Upton Sinclair, 1935

  • 23


  • Department












    Old thinking

  • Organization: Programs, offerings



    Audience Audience Audience

    New thinking

  • 26

  • 27

    Content strategy is


  • 28

    User experience is


  • 29

    Digital is


  • 290-page PDF Updated every year

  • Where is the member handbook?

  • How do I do content


  • Where do I start?

  • h"ps://www.ickr.com/photos/emmm_weee/15048086753



  • h"ps://www.ickr.com/photos/studiocurve/13080208/


  • h"ps://www.ickr.com/photos/bunny/1985272127

  • Where youre going Goals & measures of success

    1 4 2 5 3

  • How youll get there Which channels will help you achieve success?

    1 4 2 5 3

  • How long and how much Deadline, budget, resources

    (sta, skills, priori8es)

    1 4 2 5 3

  • Whos going with you Who is your audience?

    What do they want?

    1 4 2 5 3

  • What youll take What content do you have? What needs to be created?

    1 4 2 53

  • Discovery


  • h"ps://www.ickr.com/photos/xoques/3758640007

    Strategy Statement

  • The s social intranet will: Collect and surface/curate cri8cal, relevant editorial content created by appropriate 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


  • 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.ickr.com/photos/xoques/3758640007

  • Content Audits and


  • 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


  • 70

    Anthony Susan



  • Content Creation and Publishing


  • 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


  • 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


  • As a group, review the deck of cards. Thinking about your groups 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


  • What often seems most logical


  • What some orgs are trying


  • Where most orgs land


  • 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 Cer8ca8on 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


  • 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

  • Structurehow content items will assemble e.g., news, author, location, price

    Typehow is it being used? e.g., press release for press room, author database

    for journal articles

    Attributespublished & metadata e.g., title, abstract, taxonomy tag


  • Content Marketing and


  • 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

  • Dont wait for a content strategy to do content strategy

  • Thank you!


  • Resources http://www.customerfocuscalculator.com http://www.kaushik.net/avinash/digital-marketing-

    and-measurement-model/ http://blog.siteimprove.com/web-governance-blog/


    Handouts we used http://www.hilarymarsh.com/JBoye15