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DCC content-socitm sw-dec11
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DCC content-socitm sw-dec11



Early thoughts on content strategy to SocITM South West members

Early thoughts on content strategy to SocITM South West members



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DCC content-socitm sw-dec11 DCC content-socitm sw-dec11 Presentation Transcript

  • Achieving Greater Value from Digital Content Developing a Content Strategy Carl Haggerty – Devon County Council [email_address] twitter: @carlhaggerty
  • Current Picture
    • www.devon.gov.uk
    • 4 million visitors a year
    • Average time on site 2.12 minutes
    • Average of 3.44 page views
    • Better Connected = 2 stars (Standard)
    • Approx over 50 micro sites
    • Disconnected but apparently adding value
  • But….
    • What do these stats really tell us about the value of the content?
    • They tell us that the site is popular or apparently so…(we have a lot of visitors)
    • Should we have targets to increase visitor numbers? < Population of Devon = 750,000
  • Digging Deeper
    • Majority of people visit 1 page and stay on the site for less than 10 seconds
    • We haven’t measured engagement on content
    • Mobile and other platforms are increasing in popularity
    • We don’t really have “social” content
  • Some Drivers
    • Uncertain future
    • Mixed economy of service provision
    • The “Social Web”
    • Infrastructure not fit for purpose
    • Our thinking has changed
    • Towards a “domain” approach
  • Content approach
    • This is not rocket science
    • You may already be doing this yourselves
    • We’ve been focused on the wrong things for too long.
  • Why are we online? Accountability / Democracy
  • Content Strategy
    • Provides purpose to content and ultimately a domain
    • Focuses you on how you manage content not websites
    • Focuses you on how you get your content to people, not people to your website
  • Our Objectives (draft)
    • Improve the quality of engagement with all council content across the web.
    • Effectively manage content and increase the ability for all content to be shared and reused by default.
    • Reduce duplication and improve the search and access of council content
    • Reduce the dependency on a single council website ( www.devon.gov.uk ) to communicate, engage and provide information.
    • Improve the quality of content through evidence and the involvement of stakeholders.
    • Ensure content is concise, structured and has a clear purpose.
    • Ensure content is relevant and appropriate for the audience and channel.
    • ICT Strategy aims for:
    • Decoupled layers
    • Agile and flexible
    • Future proof / fragmented organisation
  • A network ( or our domain)
    • Sharing common features
    • Search
    • AtoZ
    • Open Standards
    • Etc
  • Some expected benefits
    • Open, accessible, reusable, sharable content by default
    • Increased engagement on content
    • Increase in take-up of services
    • A decoupled infrastructure
    • A single flexible domain
  • It’s a journey and we have only just started
  • Thank you