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

1. Getting Strategic About
Digital Content
Josh Dougherty
Wednesday, April 16, 4:00 PM

2. Hooray For Audience Participation!
Tweet Me Your Questions
Throughout The Presentation
@doughj

3. Let Me Introduce Myself

7. Janelle
Photo

9. Europe
Photo

11. These Are All
Experiences

12. Euphoria

13. Discovering New Places

14. Discovering New Places
Building Experiences That
Provide Real Value

15. Discovering New Places

16. Content Experiences And
Your Website

17. It’s Easy To Say You’re Going To
Create A Delightful Content Experience

18. But It’s Actually Really Difficult

19. Effective Content Requires A System

20. Content Strategy Is That System

21. Let’s Focus On Websites

23. Full Control
Key Transactional Center
Flagship Brand Asset

24. What To Expect

26. Assumptions

27. You Have A Website
You’ve Defined Some Goals
You Understand Your Audience

28. Three Key Methodologies
To Build Your Digital Home

29. 1) Audit & Analysis
2) Content Planning
3)Workflow & Governance

30. 1) Audit & Analysis

31. 1) Content Planning
Content
Planning
–
Architect
Shot
2) Content Planning

32. 3) Workflow
& Governance

33. Four Objectives

34. Content Strategy Tool Kit
Save Money By Making The Right Investment
Understand How To Deploy Staff
Build More Effective Content

35. The Content Conundrum
WHY CARE ABOUT CONTENT STRATEGY

36. So many tactics you could pursue

37. Storytelling
Content Curation
Inbound
Social Integration
Content Marketing
Blogging

41. Everyone Wants To Create A Campaign Like Ron

42. But It’s Just Not Possible

43. Content Is Expensive

44. Content Is Time Intensive

45. Choose Only The
Tactics That Fit
Your Goals
Invest In having a solid
Strategy Up Front To Save
Yourself Time And Money
Later On

46. What Will Happen If You Try
To Do Everything

47. Source: WelchmanPierpoint

49. How Can You Make Sure Your Content
Investments Advance Your Ministry?

50. How Do You Create Content Experiences
And Be A Good Steward Of Your Resources?

51. Enter Content Strategy

53. “Content Strategy Is The Practice of Planning
For The Creation, Delivery, And Governance
Of Useful, Usable Content.”
-Kristina Halvorson

54. A Set Of Practices and Methodologies

55. Audit & Analysis
Content Planning
Workflow & Governance

56. What It Is
Why It’s Important
How You Can Put It Into Practice

57. Content Strategy Helps You
Build Your Digital Home

58. Understanding The
Landscape

59. Creating A Plan

60. Building The
Structure

61. A Well-Built Digital Home
Attracts Visitors

62. Audit & Analysis
METHODOLOGY #1

63. Content Strategy As The Surveyor
METHODOLOGY #1

64. Let’s Talk About
Surveyors

65. Geometry

66. Math

67. Math

68. Not Considering Where
You Build Has Consequences

69. Audit & Analysis As Surveying

70. Mapping

71. Documenting
Features

72. What Is Audit & Analysis?

73. Does it fulfill your goals?
Will it satisfy the needs of your audience?
Does it follow best practices?

74. Does it fulfill your goals?

75. Will it satisfy the needs
of your audience?

76. Does it follow
best practices?

77. Why Is Audit & Analysis Important?

78. Helps You Understand If Your Content…
Builds A Case For Support
Captures Your Audience’s Imagination
Functions On All Platforms
Works On The Web

79. Builds A Case For Support

80. Captures Your Audience’s Imagination

81. Functions On All Platforms

82. Works For The Web

83. How To Get Started
With Audit & Analysis

84. Content Audit
Evaluation of New Tactics

85. The Content Audit

86. Quantitative Audit
URLS
Go
In
This
Column

87. Qualitative Audit

88. 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

89. Identify What To Do With Current Content
Understand Scope
Phased vs. All In

90. Evaluation Of New Tactics

91. How does this tactic fit?
How does it relate to your goals?
Is there a cheaper way?
Does your audience even care?

92. Content Planning
METHODOLOGY #2

93. Content Strategy As The Architect
METHODOLOGY #2

94. Let’s Talk About
Architects

95. Shape & Form

100. Architects Determine A Lot

105. Content Planning As Architectural Planning

106. Capture Attention

107. Fractured Atmosphere

108. Build A Blueprint

109. What Is Content Planning?

110. It’s About Planning Your Site’s Content

111. Keeps You From Only Going Skin Deep
Focuses On Next Actions
Facilitates A Mobile Experience
Revolves Around Your Audience
Communicates In A Unique Way

112. Keeps You From Only Going Skin Deep

113. Focuses On Next Actions

114. Facilitates A Mobile Experience

115. Revolves Around Your Audience

116. Communicates In A Unique Way

117. Why Is Content Planning Important?

118. Sustainability
Smart Investment
Engagment

119. Sustainability

120. Smart Investment

121. Engagement

122. How To Get Started
With Content Planning

123. Content Matrix
Page Tables
Personas
Structured Content

124. Content Matrix

126. Page Tables

128. Personas

130. Adaptive Content

131. Workflow & Governance
METHODOLOGY #3

132. Content Strategy As The Contractor
METHODOLOGY #3

133. Let’s Talk About
Contractors

134. Coordinating

135. Providing Tools

136. Establishing A Methodical Approach

137. Workflow & Governance As Construction

138. What Is Governance & Workflow?

139. It’s About Creating An Efficient Process For
For Creating & Maintaining Content

140. Stakeholder Involvement
Content Creation Process
Post-Launch Content Care

141. Stakeholder Involvement

142. Content Creation Process

143. Post-Launch Content Care

144. Why Is Content Planning Important?

145. Efficiency
No Guesswork
Long-Term Effectiveness

146. Efficiency

147. No Guesswork

148. Long-Term Effectiveness

149. How To Get Started
With Workflow & Governance

150. Define Stakeholders Up Front
Develop A Workflow
Talk About Post-Launch Before Launch

151. Wrapping Up

152. Audit & Analysis
Content Planning
Workflow & Governance

153. Audit & Analysis
Content Planning
Workflow & Governance

154. Audit & Analysis
Content Planning
Workflow & Governance

156. 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!