build your content strategy roadmap
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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

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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

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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