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Presentation from CLA 2014. Learn how nonprofits can improve their digital home through the practice of content strategy.

Presentation from CLA 2014. Learn how nonprofits can improve their digital home through the practice of content strategy.

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Getting strategic about digital content Getting strategic about digital content Presentation Transcript

  • 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 View slide
  • Janelle  Photo   View slide
  • 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 Content
  • 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 Later On
  • 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.” -Kristina Halvorson
  • 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 Platforms Works On The Web
  • 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 Everyday Language 7) Findable 8) Credible and Profession 9) Well-Written
  • 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 Communicates In A Unique Way
  • 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: 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!