A Practical Guide to Delivering
Content Strategy in HE
Clare Kennedy
@CKLondon
Clare Kennedy
Digital Communication Officer...
• A collegiate University with six distinct and
distinguished Colleges
• Courses in Arts, Design, Media and
Fashion
• 19,0...
UAL Digital Life Programme
• New VLE – Aug 2013
• New intranet/portal – Aug 2013
• New website – seven websites moving
to ...
T44U, Dublin, November 2012
• Seven websites with messy navigation
• Internal politics and entrenched ethos
of content ownership
• Large, devolved net...
Strategic Solutions
• User research and testing
• Improved training, guidance and governance
• Tighter editorial control a...
Putting Strategy Into Practice:
User Research and Testing
Image: Doorstep Survey, NHS Turns 60 Gallery,
talktalk.co.uk
Putting Strategy Into Practice:
User Research and Testing
Image: Doorstep Survey, NHS Turns 60 Gallery,
talktalk.co.uk
• O...
Putting Strategy Into Practice:
Content Quality Review
1. Audit
Systematic and comprehensive audit looking at ownership, quality and traffic.
2. Gather
Existing content is uploa...
Content Quality Review:
1. Content Audit
Content Quality Review:
1. Content Audit
What Didn’t Work
•Too blunt a tool for the complexity of HE web
content
•We were ...
Content Quality Review:
1. Content Audit
What Did Work
•Really useful overview of scale and of
our wider content landscape...
Content Quality Review:
2. Gather Content
www.gathercontent.com
Content Quality Review:
2. Gather Content
www.gathercontent.com
• Great tool for managing both a content review
and a cont...
Content Quality Review:
3. Review
Content Quality Review:
3. Review
Web Writing Checklists
These are intended to achieve a minimum standard of web writing,
...
Content Quality Review:
4. Rewrite/Commission
Rewrite
Where content quality is very low we have asked for rewrites.
Conten...
Content Quality Review:
5. Approval
We have introduced a two-step approval process which
will inform our governance and wo...
Content strategy creates space for a
meaningful dialogue between
communication,
design and
development
RICHARD PROWSE, IWM...
Tips and tools on
content modelling and
content architecture
www.clevegibbon.com
Content Everywhere:
Strategy and Structur...
Lose the big content bucket
Image: Giant seaside models, Rimini, telegraph.co.uk
Challenges of Responsive Design:
Structured Content
Background image: © Benjamin D. Esham, via Wikimedia
Commons
You are not alone….
You are part of a community of practice.
Content Strategy Community and Resources
Online – Keep up to date
Kristina Halvorson on the Brain Traffic blog
http://blog...
Content Strategy Community and Resources
Books
Kristina Halvorson Melissa Rach,
Content Strategy for the Web: Voices That ...
Keep in touch!
Image © Tim Sheppard, lastwordon.com
@CKLondon
c.l.kennedy@arts.ac.uk
www.arts.ac.uk
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A Practical Guide to Content Strategy in HE

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Presentation from IWMW 13 - co-facilitated workshop with Richard Prowse

A Practical Guide to Content Strategy in HE

  1. 1. A Practical Guide to Delivering Content Strategy in HE Clare Kennedy @CKLondon Clare Kennedy Digital Communication Officer University of the Arts London c.l.kennedy@arts.ac.uk
  2. 2. • A collegiate University with six distinct and distinguished Colleges • Courses in Arts, Design, Media and Fashion • 19,000 students from 114 countries and around 4,000 staff • Currently have seven separate websites • Fantastic content – but often spread over microsites and blogs
  3. 3. UAL Digital Life Programme • New VLE – Aug 2013 • New intranet/portal – Aug 2013 • New website – seven websites moving to one – Sept 2013 • New course finder – Sept 2013 • New CRM and online events system – Sept 2013
  4. 4. T44U, Dublin, November 2012
  5. 5. • Seven websites with messy navigation • Internal politics and entrenched ethos of content ownership • Large, devolved network of contributors • Varying levels of digital communication skill • Lack of governance, editorial and brand guidance • Lack of resource and time UAL’s Content Challenges
  6. 6. Strategic Solutions • User research and testing • Improved training, guidance and governance • Tighter editorial control and clearly defined workflow • Co-ordination across all communication channels and products • Structured content to support search and multi-channel publishing • Content strategy that never loses sight of the interplay between design, development and communication
  7. 7. Putting Strategy Into Practice: User Research and Testing Image: Doorstep Survey, NHS Turns 60 Gallery, talktalk.co.uk
  8. 8. Putting Strategy Into Practice: User Research and Testing Image: Doorstep Survey, NHS Turns 60 Gallery, talktalk.co.uk • Online website survey • Online testing • Telephone interviews • In-depth focus groups
  9. 9. Putting Strategy Into Practice: Content Quality Review
  10. 10. 1. Audit Systematic and comprehensive audit looking at ownership, quality and traffic. 2. Gather Existing content is uploaded by web editors into Gather Content using the IA developed through user testing. 3. Review Content is reviewed against editorial guidelines, web writing guidance and brand positioning. 4. Rewrite Where necessary, content is rewritten or new content commissioned. 5. Approve Content is approved and signed off by content owners and web team. Content Quality Review
  11. 11. Content Quality Review: 1. Content Audit
  12. 12. Content Quality Review: 1. Content Audit What Didn’t Work •Too blunt a tool for the complexity of HE web content •We were too general in our parameters – you need to measure the success of every piece of content against its specific goals
  13. 13. Content Quality Review: 1. Content Audit What Did Work •Really useful overview of scale and of our wider content landscape •Hard data on quality, audience and traffic •Identified huge amounts of internal-facing content
  14. 14. Content Quality Review: 2. Gather Content www.gathercontent.com
  15. 15. Content Quality Review: 2. Gather Content www.gathercontent.com • Great tool for managing both a content review and a content migration process • Encourages collaboration, allows multiple forms of review and approval • Encourages content owners to focus on the copy • Allows you to structure content in preparation for multi-channel publishing
  16. 16. Content Quality Review: 3. Review
  17. 17. Content Quality Review: 3. Review Web Writing Checklists These are intended to achieve a minimum standard of web writing, accessibility and adherence to tone of voice, editorial and brand guidelines UAL Brand Positioning Statement This allows us to measure high-profile marketing and communication content against UAL brand narrative and messaging Editorial Style Guide The comprehensive editorial Style Guide contains information on UAL and College name standards, staff and department name standards, house style for grammar and punctuation… and much more besides!
  18. 18. Content Quality Review: 4. Rewrite/Commission Rewrite Where content quality is very low we have asked for rewrites. Content owners can use the Web Writing Checklists to ensure that new content meets the goals of the University, College or team, the specific requirements of the page and our editorial policy. Commission Due to the changes in Information Architecture arising from user research there were gaps where new content was required. The package of editorial resources is useful when commissioning new content and briefing digital copywriters.
  19. 19. Content Quality Review: 5. Approval We have introduced a two-step approval process which will inform our governance and workflow processes post-launch: 1.Content owners check messaging, accuracy and completeness of information 2. Web team check web writing, SEO, accessibility and adherence to brand and editorial guidelines
  20. 20. Content strategy creates space for a meaningful dialogue between communication, design and development RICHARD PROWSE, IWMW 12
  21. 21. Tips and tools on content modelling and content architecture www.clevegibbon.com Content Everywhere: Strategy and Structure of Future Ready Content Rosenfeld Media Sara Wachter-Boettcher Cleve Gibbon Structured Content
  22. 22. Lose the big content bucket Image: Giant seaside models, Rimini, telegraph.co.uk
  23. 23. Challenges of Responsive Design: Structured Content Background image: © Benjamin D. Esham, via Wikimedia Commons
  24. 24. You are not alone…. You are part of a community of practice.
  25. 25. Content Strategy Community and Resources Online – Keep up to date Kristina Halvorson on the Brain Traffic blog http://blog.braintraffic.com/ A List Apart Content Strategy http://www.alistapart.com/topics/content/content-strategy/ Cleve Gibbon: www.clevegibbon.com Joe Leech http://joeleech.net/ Search on YouTube for Stephen Dunn, Head of Tech Strategy at The Guardian talking about their Open Platform. Online – Seminal Articles Rachel Lovinger, Content Strategy: The Philosophy of Data’, 2007 Kristina Halvorson, The Discipline of Content Strategy Gerry McGovern Is There Such a Thing as Content Strategy?
  26. 26. Content Strategy Community and Resources Books Kristina Halvorson Melissa Rach, Content Strategy for the Web: Voices That Matter, 2nd edition, 2012 Erin Kissane, The Elements of Content Strategy, 2011 Karen McGrane, Content Strategy for Mobile, 2012 Sara Wachter-Boettcher, Content Everywhere: Strategy and Structure for Future-Ready Content, 2012 Events There are lots of CS events. The big ones are Confab and CS Forum. But look for your local content strategy groups on Meetup and if there isn’t one…START ONE! Social On Twitter you can look for #contentstrategy, #bathcontent and #cslondon13 and follow all the people I have mentioned above.
  27. 27. Keep in touch! Image © Tim Sheppard, lastwordon.com @CKLondon c.l.kennedy@arts.ac.uk www.arts.ac.uk

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