Getting Strategic About
Digital Content
Josh Dougherty
Wednesday, April 16, 4:00 PM
Hooray For Audience Participation!
Tweet Me Your Questions
Throughout The Presentation
@doughj
Let Me Introduce Myself
Janelle	
  Photo	
  
Europe	
  Photo	
  
	
  
These Are All
Experiences
Euphoria
Discovering New Places
Discovering New Places
Building Experiences That
Provide Real Value
Discovering New Places
Content Experiences And
Your Website
It’s Easy To Say You’re Going To
Create A Delightful Content Experience
But It’s Actually Really Difficult
Effective Content Requires A System
Content Strategy Is That System
Let’s Focus On Websites
Full Control
Key Transactional Center
Flagship Brand Asset
What To Expect
Assumptions
You Have A Website
You’ve Defined Some Goals
You Understand Your Audience
Three Key Methodologies
To Build Your Digital Home
1) Audit & Analysis
2) Content Planning
3)Workflow & Governance
1) Audit & Analysis
1) Content Planning
Content	
  Planning	
  –	
  Architect	
  Shot	
  
2) Content Planning
3) Workflow
& Governance
Four Objectives
Content Strategy Tool Kit
Save Money By Making The Right Investment
Understand How To Deploy Staff
Build More Effective Co...
The Content Conundrum
WHY CARE ABOUT CONTENT STRATEGY
So many tactics you could pursue
Storytelling
Content Curation
Inbound
Social Integration
Content Marketing
Blogging
Everyone Wants To Create A Campaign Like Ron
But It’s Just Not Possible
Content Is Expensive
Content Is Time Intensive
Choose Only The
Tactics That Fit
Your Goals
Invest In having a solid
Strategy Up Front To Save
Yourself Time And Money
Lat...
What Will Happen If You Try
To Do Everything
Source: WelchmanPierpoint
How Can You Make Sure Your Content
Investments Advance Your Ministry?
How Do You Create Content Experiences
And Be A Good Steward Of Your Resources?
Enter Content Strategy
“Content Strategy Is The Practice of Planning
For The Creation, Delivery, And Governance
Of Useful, Usable Content.”
-Kris...
A Set Of Practices and Methodologies
Audit & Analysis
Content Planning
Workflow & Governance
What It Is
Why It’s Important
How You Can Put It Into Practice
Content Strategy Helps You
Build Your Digital Home
Understanding The
Landscape
Creating A Plan
Building The
Structure
A Well-Built Digital Home
Attracts Visitors
Audit & Analysis
METHODOLOGY #1
Content Strategy As The Surveyor
METHODOLOGY #1
Let’s Talk About
Surveyors
Geometry
Math
Math
Not Considering Where
You Build Has Consequences
Audit & Analysis As Surveying
Mapping
Documenting
Features
What Is Audit & Analysis?
Does it fulfill your goals?
Will it satisfy the needs of your audience?
Does it follow best practices?
Does it fulfill your goals?
Will it satisfy the needs
of your audience?
Does it follow
best practices?
Why Is Audit & Analysis Important?
Helps You Understand If Your Content…
Builds A Case For Support
Captures Your Audience’s Imagination
Functions On All Plat...
Builds A Case For Support
Captures Your Audience’s Imagination
Functions On All Platforms
Works For The Web
How To Get Started
With Audit & Analysis
Content Audit
Evaluation of New Tactics
The Content Audit
Quantitative Audit
URLS	
  Go	
  In	
  This	
  Column	
  
Qualitative Audit
1) Value To Your Organization
2) Value To Your Audience
3) Well-Planned
4) Easy To Navigate
5) Readable At Speed
6) In Eve...
Identify What To Do With Current Content
Understand Scope
Phased vs. All In
Evaluation Of New Tactics
How does this tactic fit?
How does it relate to your goals?
Is there a cheaper way?
Does your audience even care?
Content Planning
METHODOLOGY #2
Content Strategy As The Architect
METHODOLOGY #2
Let’s Talk About
Architects
Shape & Form
Architects Determine A Lot
Content Planning As Architectural Planning
Capture Attention
Fractured Atmosphere
Build A Blueprint
What Is Content Planning?
It’s About Planning Your Site’s Content
Keeps You From Only Going Skin Deep
Focuses On Next Actions
Facilitates A Mobile Experience
Revolves Around Your Audience
...
Keeps You From Only Going Skin Deep
Focuses On Next Actions
Facilitates A Mobile Experience
Revolves Around Your Audience
Communicates In A Unique Way
Why Is Content Planning Important?
Sustainability
Smart Investment
Engagment
Sustainability
Smart Investment
Engagement
How To Get Started
With Content Planning
Content Matrix
Page Tables
Personas
Structured Content
Content Matrix
Page Tables
Personas
Adaptive Content
Workflow & Governance
METHODOLOGY #3
Content Strategy As The Contractor
METHODOLOGY #3
Let’s Talk About
Contractors
Coordinating
Providing Tools
Establishing A Methodical Approach
Workflow & Governance As Construction
What Is Governance & Workflow?
It’s About Creating An Efficient Process For
For Creating & Maintaining Content
Stakeholder Involvement
Content Creation Process
Post-Launch Content Care
Stakeholder Involvement
Content Creation Process
Post-Launch Content Care
Why Is Content Planning Important?
Efficiency
No Guesswork
Long-Term Effectiveness
Efficiency
No Guesswork
Long-Term Effectiveness
How To Get Started
With Workflow & Governance
Define Stakeholders Up Front
Develop A Workflow
Talk About Post-Launch Before Launch
Wrapping Up
Audit & Analysis
Content Planning
Workflow & Governance
Audit & Analysis
Content Planning
Workflow & Governance
Audit & Analysis
Content Planning
Workflow & Governance
Contact Me
Email: jdougherty@masterworks.com
Twitter: @doughj
LinkedIn: linkedin.com/jdough/
Resources
The Introduction: T...
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
Getting strategic about digital content
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Presentation from CLA 2014. Learn how nonprofits can improve their digital home through the practice of content strategy.

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Transcript of "Getting strategic about digital content"

  1. 1. Getting Strategic About Digital Content Josh Dougherty Wednesday, April 16, 4:00 PM
  2. 2. Hooray For Audience Participation! Tweet Me Your Questions Throughout The Presentation @doughj
  3. 3. Let Me Introduce Myself
  4. 4. Janelle  Photo  
  5. 5. Europe  Photo    
  6. 6. These Are All Experiences
  7. 7. Euphoria
  8. 8. Discovering New Places
  9. 9. Discovering New Places Building Experiences That Provide Real Value
  10. 10. Discovering New Places
  11. 11. Content Experiences And Your Website
  12. 12. It’s Easy To Say You’re Going To Create A Delightful Content Experience
  13. 13. But It’s Actually Really Difficult
  14. 14. Effective Content Requires A System
  15. 15. Content Strategy Is That System
  16. 16. Let’s Focus On Websites
  17. 17. Full Control Key Transactional Center Flagship Brand Asset
  18. 18. What To Expect
  19. 19. Assumptions
  20. 20. You Have A Website You’ve Defined Some Goals You Understand Your Audience
  21. 21. Three Key Methodologies To Build Your Digital Home
  22. 22. 1) Audit & Analysis 2) Content Planning 3)Workflow & Governance
  23. 23. 1) Audit & Analysis
  24. 24. 1) Content Planning Content  Planning  –  Architect  Shot   2) Content Planning
  25. 25. 3) Workflow & Governance
  26. 26. Four Objectives
  27. 27. Content Strategy Tool Kit Save Money By Making The Right Investment Understand How To Deploy Staff Build More Effective Content
  28. 28. The Content Conundrum WHY CARE ABOUT CONTENT STRATEGY
  29. 29. So many tactics you could pursue
  30. 30. Storytelling Content Curation Inbound Social Integration Content Marketing Blogging
  31. 31. Everyone Wants To Create A Campaign Like Ron
  32. 32. But It’s Just Not Possible
  33. 33. Content Is Expensive
  34. 34. Content Is Time Intensive
  35. 35. Choose Only The Tactics That Fit Your Goals Invest In having a solid Strategy Up Front To Save Yourself Time And Money Later On
  36. 36. What Will Happen If You Try To Do Everything
  37. 37. Source: WelchmanPierpoint
  38. 38. How Can You Make Sure Your Content Investments Advance Your Ministry?
  39. 39. How Do You Create Content Experiences And Be A Good Steward Of Your Resources?
  40. 40. Enter Content Strategy
  41. 41. “Content Strategy Is The Practice of Planning For The Creation, Delivery, And Governance Of Useful, Usable Content.” -Kristina Halvorson
  42. 42. A Set Of Practices and Methodologies
  43. 43. Audit & Analysis Content Planning Workflow & Governance
  44. 44. What It Is Why It’s Important How You Can Put It Into Practice
  45. 45. Content Strategy Helps You Build Your Digital Home
  46. 46. Understanding The Landscape
  47. 47. Creating A Plan
  48. 48. Building The Structure
  49. 49. A Well-Built Digital Home Attracts Visitors
  50. 50. Audit & Analysis METHODOLOGY #1
  51. 51. Content Strategy As The Surveyor METHODOLOGY #1
  52. 52. Let’s Talk About Surveyors
  53. 53. Geometry
  54. 54. Math
  55. 55. Math
  56. 56. Not Considering Where You Build Has Consequences
  57. 57. Audit & Analysis As Surveying
  58. 58. Mapping
  59. 59. Documenting Features
  60. 60. What Is Audit & Analysis?
  61. 61. Does it fulfill your goals? Will it satisfy the needs of your audience? Does it follow best practices?
  62. 62. Does it fulfill your goals?
  63. 63. Will it satisfy the needs of your audience?
  64. 64. Does it follow best practices?
  65. 65. Why Is Audit & Analysis Important?
  66. 66. Helps You Understand If Your Content… Builds A Case For Support Captures Your Audience’s Imagination Functions On All Platforms Works On The Web
  67. 67. Builds A Case For Support
  68. 68. Captures Your Audience’s Imagination
  69. 69. Functions On All Platforms
  70. 70. Works For The Web
  71. 71. How To Get Started With Audit & Analysis
  72. 72. Content Audit Evaluation of New Tactics
  73. 73. The Content Audit
  74. 74. Quantitative Audit URLS  Go  In  This  Column  
  75. 75. Qualitative Audit
  76. 76. 1) Value To Your Organization 2) Value To Your Audience 3) Well-Planned 4) Easy To Navigate 5) Readable At Speed 6) In Everyday Language 7) Findable 8) Credible and Profession 9) Well-Written
  77. 77. Identify What To Do With Current Content Understand Scope Phased vs. All In
  78. 78. Evaluation Of New Tactics
  79. 79. How does this tactic fit? How does it relate to your goals? Is there a cheaper way? Does your audience even care?
  80. 80. Content Planning METHODOLOGY #2
  81. 81. Content Strategy As The Architect METHODOLOGY #2
  82. 82. Let’s Talk About Architects
  83. 83. Shape & Form
  84. 84. Architects Determine A Lot
  85. 85. Content Planning As Architectural Planning
  86. 86. Capture Attention
  87. 87. Fractured Atmosphere
  88. 88. Build A Blueprint
  89. 89. What Is Content Planning?
  90. 90. It’s About Planning Your Site’s Content
  91. 91. Keeps You From Only Going Skin Deep Focuses On Next Actions Facilitates A Mobile Experience Revolves Around Your Audience Communicates In A Unique Way
  92. 92. Keeps You From Only Going Skin Deep
  93. 93. Focuses On Next Actions
  94. 94. Facilitates A Mobile Experience
  95. 95. Revolves Around Your Audience
  96. 96. Communicates In A Unique Way
  97. 97. Why Is Content Planning Important?
  98. 98. Sustainability Smart Investment Engagment
  99. 99. Sustainability
  100. 100. Smart Investment
  101. 101. Engagement
  102. 102. How To Get Started With Content Planning
  103. 103. Content Matrix Page Tables Personas Structured Content
  104. 104. Content Matrix
  105. 105. Page Tables
  106. 106. Personas
  107. 107. Adaptive Content
  108. 108. Workflow & Governance METHODOLOGY #3
  109. 109. Content Strategy As The Contractor METHODOLOGY #3
  110. 110. Let’s Talk About Contractors
  111. 111. Coordinating
  112. 112. Providing Tools
  113. 113. Establishing A Methodical Approach
  114. 114. Workflow & Governance As Construction
  115. 115. What Is Governance & Workflow?
  116. 116. It’s About Creating An Efficient Process For For Creating & Maintaining Content
  117. 117. Stakeholder Involvement Content Creation Process Post-Launch Content Care
  118. 118. Stakeholder Involvement
  119. 119. Content Creation Process
  120. 120. Post-Launch Content Care
  121. 121. Why Is Content Planning Important?
  122. 122. Efficiency No Guesswork Long-Term Effectiveness
  123. 123. Efficiency
  124. 124. No Guesswork
  125. 125. Long-Term Effectiveness
  126. 126. How To Get Started With Workflow & Governance
  127. 127. Define Stakeholders Up Front Develop A Workflow Talk About Post-Launch Before Launch
  128. 128. Wrapping Up
  129. 129. Audit & Analysis Content Planning Workflow & Governance
  130. 130. Audit & Analysis Content Planning Workflow & Governance
  131. 131. Audit & Analysis Content Planning Workflow & Governance
  132. 132. Contact Me Email: jdougherty@masterworks.com Twitter: @doughj LinkedIn: linkedin.com/jdough/ Resources The Introduction: The Digital Crown by Ahava Leibtag The Quick Read: The Elements of Content Strategy by Erin Kissane The Implementation Guide: Content Strategy For The Web by Kristina Halvorson Thanks For Your Time!

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