“Content strategy plans for the creation, publication,and governance of useful, usable content.”-Kristina Halvorsonhttp://www.alistapart.com/articles/thedisciplineofcontentstrategy
• One of three parts of overall web strategy, along with: –Design strategy –User experience strategy• Handout: JCPL Web Strategies Document
“Hoping that a content management system will replace…human care and attention [to web content] is about as effective as pointing a barn full of unmanned agricultural machinery at a field, going on vacation, and hoping it all works out.” -Erin Kissane, The Elements of Content Strategy
• Reference/public services have the reference interview.• Tech Services have the AACR2, MARC record.• IT staff have recognized industry standards.• The web staff have content strategy. – This is our area of expertise; – These are newly emerging librarian skills; – Embracing content strategy creates a clear channel in which we can operate.
• Where is your web site managed? – Marketing? – Reference/public services? – Tech Services? – IT?• Who can add content? Is there an editorial process?
• Laggards/conservative organizations: – Likely require formal approval processes – Are heavily document/policy oriented• Innovators/cutting edge organizations: – Do you need to reign your content creators in? – Do you need to retrofit existing content to yet-to-be-developed standards?
• Building the right team • The Web aware, the Web savvy and the Web experts • Cross-departmental team • Understand where people are coming from • Use usage data trends • Establish a sense of urgency• Write a draft then ask them to react and discus • Starting point • Seed the discussion with a first draft
• Library websites serve needs • Service needs • Stakeholders based in Public Services • Organizational needs • Stakeholders based in Communications/PR Dept & Administration• What’s your organization’s emphasis?• You’ll want to represent them in your strategy accordingly
• Individual or collaborative research of new content? From what sources?• Individual or collaborative curation of content?• Individual or collaborative authoring of content?• Individual or collaborative entering of content?• Individual or collaborative periodic review of content?
• When is certain content timely?• When does certain content match our users’ context?• When will it reach them where they are?• When can/does it matter to their lives?
• What is the frequency of content’s change?• What is considered dynamic?• What degree of frequency of change is appropriate for each content type?
How much of this can we reasonably do?If its too much, we should scale back our content.
An iterative approach using this rubric:• Primary audience• Scope• Interactivity outcome• Update frequency
Primary audience • PatronsScope • qualitative selection & timely promotion of events, programs and classes • qualitative selection & timely promotion of services • qualitative selection & timely promotion of campaigns • no more than 5 items at a time • primarily graphical presentation w/ text only serving as a title to elicit a click throughInteractivity outcome • circulating traffic within the website • provide a hook into an experience of the library (digital or physical)Frequency • multiple times per week
Primary Audience • Media & community contactsScope • press releases • JCPL in the news items • awards & recognitions • Reporter Resources o Fact Sheets o Strategic Plan & Budget o Annual Reports o Request an InterviewFrequency • Awards & recognition items updated as needed • Reporter Resources reviewed/updated 1x per year
Primary audience • Power users • StaffScope • Comprehensive list of subscription databases listed alphabetically by name and grouped by subject. • Intended for staff assisting patrons or patrons doing more extensive research with the databases. • Connects patrons with resources for topics not covered by subject guides.Interactivity Outcome • Staff will have quick access to a complete list of JCPL’s databases. • Patrons researching topics not covered by the subject guides will still have a path to reliable content.Frequency • Annually • Corrections and updates as needed
jeffcolibrary.org (Main Navigation) Books, Movies & Downloads Research Events Music (Global Navigation) Locations & Ask Us Catalog My Account Kids Teens Hours (About Us) Leadership & Planning & Board of trustees Our Community Press room Policies Jobs Mission budget (Services) Reserve a computer Recursos en Ask Us Get a library card Wireless Outreach Services Espanol (Support the Library) Request a Donate Volunteer Foundation & Friends Advocate for JCPL Speaker (Connect With Us) Contact Us Social Media Icons Newsletter
Content Type Responsibility Frequency TimeBlog posts - Crazy TART daily .5 hrReaderzReviews by Teens TART weekly - 2x .5 hrs(patron)Page - Homework help TART quarterly 2 hrs(Teens)List - Teens TART yearly 16 hrs (2 hrs X 8 people)
Content Type Responsibility Frequency TimeDatabase list Digital quarterly 1 - 2 hrs Resources LibrarianSeasonal guides Digital quarterly 1 - 2 hrs Resources LibrarianSubject guides Digital quarterly 1 - 2 hrs Resources Librarian
"It allows me to represent content in a way that translates theintention, stakeholder needs, and functional requirementsfrom the user experience design into something that can bebuilt by developers implementing a CMS."
from Strategic Content Management by Jonathan Kahn, A List Apart, Sept 4, 2010
• Wordpress deals in “Posts”• Sharepoint deals in “Documents”• Drupal deals in “Entities”• How structured does your content need to be?• How modular does your content need to be?• What volume are you dealing with? Is it predictable?• Can your parts be reusable or do they need to be unique?
Try to combine and reuse as much as possible –Are your study rooms and your classrooms similar enough to be one generic venue content type? –If you have permanent subject guides (health & medicine) and other seasonal guides (taxes or winter sports), can they be one guide content type?
• LibGuides was Auraria Library’s first CMS• Best practices for guide content were drafted, posted, and reviewed on the intranet wiki, but never fully approved/vetted/implemented• The result: – No consistency in IA/navigation – No consistency in design/layout – No consistency in image use/quality/attribution – Frustrated web admins, frustrated librarians, frustrated users
“Web governance is the structure of people,positions, authorities, roles, responsibilities,relationships, and rules involved in managing anagency’s website(s). The governance structuredefines who can make what decisions, who isaccountable for which efforts, and how each of theplayers must work together to operate a website anda web management process effectively.” Federal Web Managers Governance and Operations Sub-Council http://www.howto.gov/web-content/governance/definition
• Web librarians, designers, and developers• Marketing/communications/graphic design• Content creators (often in public services, but can include any and all other areas of the library)• IT (in-library, external)• AdminWhat are, or should be, the responsibilities of all of these entities forlibrary web governance? What are the relationships among them?
• Web librarians, designers, and developers• Supervisors• Web oversight/advisory committees• IT department(s; library/external)• Administration• Boards (public libraries)• Parent institutions (college/university)
• Job descriptions, performance plans• Strategic plans• Best practices, guidelines, style guides• Process documentation• Training materials• Committee charges• Web server access agreements Who makes which rules? Why?
• Sorta…but our goals are to: – Decentralize content production – Bring more people into the web site fold – Take advantage of, and promote, everyone’s expertise and knowledge about library resources and services – Establish a unified voice/brand for our libraries – Create a web site that is consistent, current, adheres to best practices, and is easy/pleasant to maintain and use
• Two new governance models: – New content creation model – New tool/service creation model• People, positions, authorities, responsibilities and roles were sorted into appropriate planning, development, launch phases• Models and processes were vetted and adopted by the Shared Leadership committee
PlanningProposal for new content, revisions to CXC for idea approval Development LaunchGather information from stakeholders Content container created CXC vets content Assign responsibility for content creation/maintenance Vet content with staff as Web staff checks code, appropriate testsMockup/sample content, developedbased on best web writing practices Make changes as Make changes as necessary necessary Published to live
• Anyone can make suggestions for new content• Responsibility for creation/maintenance must be assumed or assigned• Sample content must be provided before web staff work begins• Web team makes recommendations for presentation of the content
• Content container created (Drupal content type) and designed by web staff• Vet with staff as appropriate (depends on content)• Web team revises as necessary based on feedback• Communications Committee reviews/approves content
• Communications Committee vets content• Web staff checks/tests affected parts of the web site• Changes made, as necessary• Content published to production environment• Content marketed as determined by the Communications Committee
Planning Phase Development Phase Launch PhaseWritten proposal, with stakeholder Prototype developed on dev input, for new tool to ADs for server Documentation created approvalTool/content manager/group Prototype moved to Training conducted, if manager assigned staging server necessary Project specifications & plan Prototype presented to library Launch date/plandeveloped by Online Interfaces Working Group staff coordinated Prototype revised based upon New tool deployed to live Project manager assigned staff input server
• Requires a written proposal from initiator• Approval (including prioritization, more to follow) by assistant directors• Project plan and specifications developed by tech experts in Online Interfaces Working Group• Project/content manager(s) assigned
• Web staff develop iterative prototypes in dev environment• Complete prototype placed in context of entire site on staging environment• Feedback from staff solicited, evaluated, incorporated
• Web team writes documentation• Develop/conduct training• Launch planned/coordinated• (Left off: marketing!)• Deployment
• Draft the following lists: – The existing web content people, positions, roles, relationships, and responsibilities – The existing authorities over the library’s web site – The existing rules governing the library’s web site • Policies, best practices, job descriptions, strategic plans• Do a quick assessment (what exists of) your current governance model• Write/sketch some suggested improvements
• Be democratic• Be transparent• Be overly communicative• Be positive/use positive language• Give authority to others, with a clear understanding of the related responsibilities• Ask for authority for yourself, and articulate why you need it
Chris Evjy Nina McHalechris.email@example.com firstname.lastname@example.org @endupok @ninermac
• Drupal4lib BoF: 10:30-noon, Marriott• Drupal lunch, 12-1:30 Marriott• How to Build a Web App Using Drupal, Cary Gordon, 1:30-5:30, Anaheim Marriott Orange County, Salon 3
• Top Tech Trends & Award Presentation – ACC Ballroom A, 1:30 – 3:30• LITA President’s Program – ACC Ballroom A, 4:00• Happy Hour – Disney’s Grand Californian Hotel, Hearthstone Lounge, 5:30 – 8:00