Content Strategy:
         The Key to Effective Web Content


         Rick Allen
         Babson College
         F.W. Ol...
Hi, I’m Rick.




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Hi, I’m Rick.




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Hi, I’m Rick.




Rick Allen • @epublishmedia
     Allen                    @epublishmedia • #ContentStrategy • #hewebvc
 ...
What I’m talking about




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
What I’m talking about
         1. Why quality web content and
                 strategy is so important




Rick Allen • ...
What I’m talking about
         1. Why quality web content and
                 strategy is so important

         2. Elem...
What I’m talking about
         1. Why quality web content and
                 strategy is so important

         2. Elem...
What I’m talking about
         1. Why quality web content and
                 strategy is so important

         2. Elem...
Why am I focusing
                              on content?



Rick Allen • @epublishmedia                 #ContentStrateg...
Because I’m a publisher.
            Just like you!



Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
“             The moment you launch a
              website, an email campaign, a
              mobile application, or con...
Yes.




Rick Allen • @epublishmedia          #ContentStrategy • #hewebvc
“             View yourself more like a
              publisher delivering valuable
              editorial products than ...
Content is why people
            visit your website.



Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Period.




Rick Allen • @epublishmedia             #ContentStrategy • #hewebvc
“             Without content, the web
              would be a search box and a
              check out cart.




       ...
Quality content




                              Users




Rick Allen • @epublishmedia            #ContentStrategy • #hew...
Quality content




                              Users




Rick Allen • @epublishmedia            #ContentStrategy • #hew...
Quality content


                              Attracts

                                   Users




Rick Allen • @epubl...
Quality content


                              Attracts Informs

                                   Users




Rick Allen ...
Quality content


                              Attracts Informs

                                   Users

              ...
Quality content


                              Attracts Informs

                                   Users

              ...
Would you risk meeting
                   any of these goals?



Rick Allen • @epublishmedia        #ContentStrategy • #he...
Warning signs




Rick Allen • @epublishmedia          #ContentStrategy • #hewebvc
Warning signs
        Welcome & Overview pages      Contain redundant, trivial
                                      conte...
Warning signs
        Welcome & Overview pages      Contain redundant, trivial
                                      conte...
Warning signs
        Welcome & Overview pages      Contain redundant, trivial
                                      conte...
Warning signs
        Welcome & Overview pages      Contain redundant, trivial
                                      conte...
Warning signs
        Welcome & Overview pages      Contain redundant, trivial
                                      conte...
Content strategy, anyone?




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
“             Content strategy is the
              practice of planning for the
              creation, delivery, and
   ...
“             Content strategy is the
              practice of planning for the
              creation, delivery, and
   ...
Content strategy answers
             critical questions.




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
How do we
                decide what to
                communicate?




Rick Allen • @epublishmedia      #ContentStrateg...
How do we
                decide what to
                communicate?


                              How do we decide
   ...
Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
How do we
            prioritize content
             requirements?




Rick Allen • @epublishmedia      #ContentStrategy ...
How do we
            prioritize content
             requirements?


                               How do we
           ...
Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
How do we align
                 analytics, usability
                 and SEO/SEM with
                  content creation...
How do we align
                 analytics, usability
                 and SEO/SEM with
                  content creation...
Some good questions to
                              answer, right?



Rick Allen • @epublishmedia                #Content...
Why is
   content often
    neglected?



Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Content is
         massive




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Content is
         political




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Content is time-
   consuming




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Real challenges




Rick Allen • @epublishmedia            #ContentStrategy • #hewebvc
Poor excuses:




Rick Allen • @epublishmedia               #ContentStrategy • #hewebvc
“             It's the content contributors'
              responsibility. They need to
              own their content.

...
“             But, I did make it better!




Rick Allen • @epublishmedia         #ContentStrategy • #hewebvc
“             We can't accommodate
              everyone.




Rick Allen • @epublishmedia     #ContentStrategy • #hewebvc
“             Best practices aren't
              real-world.




Rick Allen • @epublishmedia           #ContentStrategy •...
Customers don’t forgive
     businesses for bad websites.




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
No more
          excuses.




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Make
            content
             work


                              http://www.flickr.com/photos/tomsaint/ / CC BY 2...
Understand
         your
       content
      ecosystem


                              http://www.flickr.com/photos/rofana...
“             The ecosystem often reveals
              the ‘underlying principle’ of
              the content problem.

...
Web publishing is a
               collaborative process.




Rick Allen • @epublishmedia     #ContentStrategy • #hewebvc
Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Web publishing is a
               collaborative process.



Rick Allen • @epublishmedia     #ContentStrategy • #hewebvc
“             Design without content is
              decoration.




                                  Jeffrey Zeldman
  ...
A CMS
                          is not enough.



Rick Allen • @epublishmedia            #ContentStrategy • #hewebvc
‘Nuff said.




Rick Allen • @epublishmedia                 #ContentStrategy • #hewebvc
What I’m talking about
         1. Why quality web content and
                 strategy is so important

         2. Elem...
What I’m talking about
         1. Why quality web content and
                 strategy is so important

         2. Elem...
Have a plan:




Rick Allen • @epublishmedia                  #ContentStrategy • #hewebvc
Plan
             ‣ Prioritize message hierarchy
             ‣ Audit
             ‣ Analyze
             ‣ Strategize



...
Message architecture




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Message architecture
             ‣   Ensures a consistent, clear brand message




Rick Allen • @epublishmedia           ...
Message architecture
             ‣   Ensures a consistent, clear brand message

             ‣   Identifies what your orga...
Message architecture
             ‣   Ensures a consistent, clear brand message

             ‣   Identifies what your orga...
Message architecture
             ‣   Ensures a consistent, clear brand message

             ‣   Identifies what your orga...
Message architecture
             ‣   Ensures a consistent, clear brand message

             ‣   Identifies what your orga...
Message architecture
             ‣   Ensures a consistent, clear brand message

             ‣   Identifies what your orga...
“             How can you measure if
              content is appropriate if you
              don’t have a metric against...
Plan
             ‣ Prioritize message hierarchy
             ‣ Audit
             ‣ Analyze
             ‣ Strategize



...
Plan
             ‣ Prioritize message hierarchy
             ‣ Audit
             ‣ Analyze
             ‣ Strategize



...
“             If you don't understand where
              you are now, you can't create
              a plan to get you wh...
Content audit




Rick Allen • @epublishmedia          #ContentStrategy • #hewebvc
Content audit
             ‣ Content inventory




Rick Allen • @epublishmedia          #ContentStrategy • #hewebvc
Content audit
             ‣ Content inventory
             ‣ Quantitative audit




Rick Allen • @epublishmedia          ...
Content audit
             ‣ Content inventory
             ‣ Quantitative audit
             ‣ Qualitative audit




Rick...
Plan
             ‣ Prioritize message hierarchy
             ‣ Audit
             ‣ Analyze
             ‣ Strategize



...
Plan
             ‣ Prioritize message hierarchy
             ‣ Audit
             ‣ Analyze
             ‣ Strategize



...
Content analysis




Rick Allen • @epublishmedia      #ContentStrategy • #hewebvc
Content analysis
             ‣   What is the purpose of each piece of web
                 content? Does it meet our busi...
Content analysis
             ‣   What is the purpose of each piece of web
                 content? Does it meet our busi...
Content analysis
             ‣   What is the purpose of each piece of web
                 content? Does it meet our busi...
Content analysis
             ‣   What is the purpose of each piece of web
                 content? Does it meet our busi...
Content analysis
             ‣   What is the purpose of each piece of web
                 content? Does it meet our busi...
Plan
             ‣ Prioritize message hierarchy
             ‣ Audit
             ‣ Analyze
             ‣ Strategize



...
Plan
             ‣ Prioritize message hierarchy
             ‣ Audit
             ‣ Analyze
             ‣ Strategize



...
Results




Rick Allen • @epublishmedia             #ContentStrategy • #hewebvc
Results
             ‣   Defined target keywords and content topics
                 relating to our brand message




Rick...
Results
             ‣   Defined target keywords and content topics
                 relating to our brand message

       ...
Results
             ‣   Defined target keywords and content topics
                 relating to our brand message

       ...
Results
             ‣   Defined target keywords and content topics
                 relating to our brand message

       ...
Results




Rick Allen • @epublishmedia             #ContentStrategy • #hewebvc
Results
             ‣ Page-level content structure




Rick Allen • @epublishmedia               #ContentStrategy • #hewe...
Results
             ‣ Page-level content structure
             ‣ Linking strategy




Rick Allen • @epublishmedia       ...
Results
             ‣ Page-level content structure
             ‣ Linking strategy
             ‣ Defined content channels...
Results
             ‣ Page-level content structure
             ‣ Linking strategy
             ‣ Defined content channels...
Define your
                   publishing process:



Rick Allen • @epublishmedia                #ContentStrategy • #hewebvc
Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Publishing roles
             ‣ Requesters
             ‣ Providers
             ‣ Creators
             ‣ Editors
       ...
What I’m talking about
         1. Why quality web content and
                 strategy is so important

         2. Elem...
What I’m talking about
         1. Why quality web content and
                 strategy is so important

         2. Elem...
Keep it
             going



                              http://www.flickr.com/photos/dasqfamily/ / CC BY 2.0

Rick Alle...
Have a plan.




Rick Allen • @epublishmedia                  #ContentStrategy • #hewebvc
Measure
       content
    effectiveness


                              http://www.flickr.com/photos/chandramarsono/ / CC ...
Web analytics



            Business          Effective    Key
             goals            analysis    metrics




Rick...
(More) content analysis:




Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
Is content redundant,
                       outdated, trivial?



                                     http://www.flickr.c...
Are links still functional?
            Is content still findable?



Rick Allen • @epublishmedia    #ContentStrategy • #he...
Is content still useful,
              relevant, and accurate?



Rick Allen • @epublishmedia        #ContentStrategy • #h...
Key points




Rick Allen • @epublishmedia                #ContentStrategy • #hewebvc
Key points
             ‣ Make content strategy a priority




Rick Allen • @epublishmedia                       #ContentS...
Key points
             ‣ Make content strategy a priority
             ‣ Be a publisher—focus on content




Rick Allen •...
Key points
             ‣ Make content strategy a priority
             ‣ Be a publisher—focus on content
             ‣ K...
Key points
             ‣ Make content strategy a priority
             ‣ Be a publisher—focus on content
             ‣ K...
Key points
             ‣ Make content strategy a priority
             ‣ Be a publisher—focus on content
             ‣ K...
Key points
             ‣ Make content strategy a priority
             ‣ Be a publisher—focus on content
             ‣ K...
Questions?




Rick Allen • @epublishmedia                #ContentStrategy • #hewebvc
Thanks.




Rick Allen • @epublishmedia             #ContentStrategy • #hewebvc
Rick Allen
      @epublishmedia


Rick Allen • @epublishmedia   #ContentStrategy • #hewebvc
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Content Strategy: The Key to Effective Web Content

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Content is why people visit your website. Period. So why is quality content so easily discounted? Why do we neglect this critical website element that we rely on to attract, inform, engage, and retain site visitors? Answer: content is massive, political and time-consuming. A college website contains thousands of pages with limited content contributors, editors, and managers, all with different perspectives and priorities. In this session, learn how to implement and maintain effective content that drives marketing, engages users and increases website conversions. - http://www.epublishmedia.com

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  • Content Strategy: The Key to Effective Web Content

    1. 1. Content Strategy: The Key to Effective Web Content Rick Allen Babson College F.W. Olin Graduate School of Business HighEdWeb NY Regional Conference • May 6, 2010 Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    2. 2. Hi, I’m Rick. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    3. 3. Hi, I’m Rick. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    4. 4. Hi, I’m Rick. Rick Allen • @epublishmedia Allen @epublishmedia • #ContentStrategy • #hewebvc #ContentStrategy • #hewebvc
    5. 5. What I’m talking about Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    6. 6. What I’m talking about 1. Why quality web content and strategy is so important Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    7. 7. What I’m talking about 1. Why quality web content and strategy is so important 2. Elements that comprise a content strategy Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    8. 8. What I’m talking about 1. Why quality web content and strategy is so important 2. Elements that comprise a content strategy 3. What’s needed to maintain quality content Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    9. 9. What I’m talking about 1. Why quality web content and strategy is so important 2. Elements that comprise a content strategy 3. What’s needed to maintain quality content Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    10. 10. Why am I focusing on content? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    11. 11. Because I’m a publisher. Just like you! Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    12. 12. “ The moment you launch a website, an email campaign, a mobile application, or content of any kind, you’re a publisher. Shouldn’t you start acting like one? Kristina Halvorson Author, Content Strategy for the Web Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    13. 13. Yes. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    14. 14. “ View yourself more like a publisher delivering valuable editorial products than as a marketer selling products and services. Joe Pulizzi Author, Get Content Get Customers Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    15. 15. Content is why people visit your website. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    16. 16. Period. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    17. 17. “ Without content, the web would be a search box and a check out cart. Ian Alexander Eat Media Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    18. 18. Quality content Users Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    19. 19. Quality content Users Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    20. 20. Quality content Attracts Users Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    21. 21. Quality content Attracts Informs Users Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    22. 22. Quality content Attracts Informs Users Engages Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    23. 23. Quality content Attracts Informs Users Engages Retains Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    24. 24. Would you risk meeting any of these goals? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    25. 25. Warning signs Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    26. 26. Warning signs Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    27. 27. Warning signs Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    28. 28. Warning signs Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    29. 29. Warning signs Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    30. 30. Warning signs Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    31. 31. Content strategy, anyone? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    32. 32. “ Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content. Kristina Halvorson Author, Content Strategy for the Web Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    33. 33. “ Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content. Kristina Halvorson Author, Content Strategy for the Web Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    34. 34. Content strategy answers critical questions. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    35. 35. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    36. 36. How do we decide what to communicate? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    37. 37. How do we decide what to communicate? How do we decide what content to create and update? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    38. 38. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    39. 39. How do we prioritize content requirements? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    40. 40. How do we prioritize content requirements? How do we determine our users’ needs? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    41. 41. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    42. 42. How do we align analytics, usability and SEO/SEM with content creation? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    43. 43. How do we align analytics, usability and SEO/SEM with content creation? How do we maintain voice, tone, and branding with content across multiple channels? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    44. 44. Some good questions to answer, right? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    45. 45. Why is content often neglected? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    46. 46. Content is massive Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    47. 47. Content is political Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    48. 48. Content is time- consuming Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    49. 49. Real challenges Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    50. 50. Poor excuses: Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    51. 51. “ It's the content contributors' responsibility. They need to own their content. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    52. 52. “ But, I did make it better! Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    53. 53. “ We can't accommodate everyone. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    54. 54. “ Best practices aren't real-world. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    55. 55. Customers don’t forgive businesses for bad websites. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    56. 56. No more excuses. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    57. 57. Make content work http://www.flickr.com/photos/tomsaint/ / CC BY 2.0 Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    58. 58. Understand your content ecosystem http://www.flickr.com/photos/rofanator/ / CC BY-NC-ND 2.0 Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    59. 59. “ The ecosystem often reveals the ‘underlying principle’ of the content problem. Colleen Jones Content Science Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    60. 60. Web publishing is a collaborative process. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    61. 61. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    62. 62. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    63. 63. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    64. 64. Web publishing is a collaborative process. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    65. 65. “ Design without content is decoration. Jeffrey Zeldman Author, Designing With Web Standards Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    66. 66. A CMS is not enough. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    67. 67. ‘Nuff said. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    68. 68. What I’m talking about 1. Why quality web content and strategy is so important 2. Elements that comprise a content strategy 3. What’s needed to maintain quality content Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    69. 69. What I’m talking about 1. Why quality web content and strategy is so important 2. Elements that comprise a content strategy 3. What’s needed to maintain quality content Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    70. 70. Have a plan: Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    71. 71. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    72. 72. Message architecture Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    73. 73. Message architecture ‣ Ensures a consistent, clear brand message Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    74. 74. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    75. 75. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived ‣ Ensures clear, concise descriptions of organization concepts Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    76. 76. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived ‣ Ensures clear, concise descriptions of organization concepts ‣ Aligns sub-site messaging with organization- wide messaging Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    77. 77. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived ‣ Ensures clear, concise descriptions of organization concepts ‣ Aligns sub-site messaging with organization- wide messaging ‣ Aligns messaging across all communication channels Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    78. 78. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived ‣ Ensures clear, concise descriptions of organization concepts ‣ Aligns sub-site messaging with organization- wide messaging ‣ Aligns messaging across all communication channels ‣ Determines if content is appropriate for your users Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    79. 79. “ How can you measure if content is appropriate if you don’t have a metric against which to measure it? Margot Bloomstein Appropriate, Inc Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    80. 80. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    81. 81. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    82. 82. “ If you don't understand where you are now, you can't create a plan to get you where you need to be. Kristina Halvorson Author, Content Strategy for the Web Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    83. 83. Content audit Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    84. 84. Content audit ‣ Content inventory Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    85. 85. Content audit ‣ Content inventory ‣ Quantitative audit Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    86. 86. Content audit ‣ Content inventory ‣ Quantitative audit ‣ Qualitative audit Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    87. 87. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    88. 88. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    89. 89. Content analysis Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    90. 90. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    91. 91. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? ‣ How do we want our users to respond to our content? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    92. 92. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? ‣ How do we want our users to respond to our content? ‣ What content do users need, but not know to look for? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    93. 93. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? ‣ How do we want our users to respond to our content? ‣ What content do users need, but not know to look for? ‣ What resources are needed to complete the project and maintain it post-launch? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    94. 94. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? ‣ How do we want our users to respond to our content? ‣ What content do users need, but not know to look for? ‣ What resources are needed to complete the project and maintain it post-launch? ‣ How will we measure the effectiveness of our content? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    95. 95. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    96. 96. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    97. 97. Results Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    98. 98. Results ‣ Defined target keywords and content topics relating to our brand message Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    99. 99. Results ‣ Defined target keywords and content topics relating to our brand message ‣ Web editorial style guide that provides consistent voice, tone, and word usage, catering to our audience and brand Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    100. 100. Results ‣ Defined target keywords and content topics relating to our brand message ‣ Web editorial style guide that provides consistent voice, tone, and word usage, catering to our audience and brand ‣ Editorial process: roles, source content, content types, and interaction with marketing, design, developers Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    101. 101. Results ‣ Defined target keywords and content topics relating to our brand message ‣ Web editorial style guide that provides consistent voice, tone, and word usage, catering to our audience and brand ‣ Editorial process: roles, source content, content types, and interaction with marketing, design, developers ‣ Editorial calendar, considering content channels, types, and themes • Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    102. 102. Results Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    103. 103. Results ‣ Page-level content structure Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    104. 104. Results ‣ Page-level content structure ‣ Linking strategy Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    105. 105. Results ‣ Page-level content structure ‣ Linking strategy ‣ Defined content channels Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    106. 106. Results ‣ Page-level content structure ‣ Linking strategy ‣ Defined content channels ‣ Content maintenance requirements Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    107. 107. Define your publishing process: Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    108. 108. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    109. 109. Publishing roles ‣ Requesters ‣ Providers ‣ Creators ‣ Editors ‣ Approvers ‣ Publishers Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    110. 110. What I’m talking about 1. Why quality web content and strategy is so important 2. Elements that comprise a content strategy 3. What’s needed to maintain quality content Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    111. 111. What I’m talking about 1. Why quality web content and strategy is so important 2. Elements that comprise a content strategy 3. What’s needed to maintain quality content Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    112. 112. Keep it going http://www.flickr.com/photos/dasqfamily/ / CC BY 2.0 Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    113. 113. Have a plan. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    114. 114. Measure content effectiveness http://www.flickr.com/photos/chandramarsono/ / CC BY-NC-SA 2.0 Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    115. 115. Web analytics Business Effective Key goals analysis metrics Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    116. 116. (More) content analysis: Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    117. 117. Is content redundant, outdated, trivial? http://www.flickr.com/photos/will-lion/ / CC BY-NC-ND 2.0 Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    118. 118. Are links still functional? Is content still findable? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    119. 119. Is content still useful, relevant, and accurate? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    120. 120. Key points Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    121. 121. Key points ‣ Make content strategy a priority Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    122. 122. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    123. 123. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content ‣ Know what content you have before determining what you need Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    124. 124. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content ‣ Know what content you have before determining what you need ‣ Analyze: determine if content is useful, relevant, and effective Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    125. 125. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content ‣ Know what content you have before determining what you need ‣ Analyze: determine if content is useful, relevant, and effective ‣ Strategize: create an achievable, actionable, and sustainable plan Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    126. 126. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content ‣ Know what content you have before determining what you need ‣ Analyze: determine if content is useful, relevant, and effective ‣ Strategize: create an achievable, actionable, and sustainable plan ‣ Measure content constantly—adapt to change, make smart decisions Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    127. 127. Questions? Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    128. 128. Thanks. Rick Allen • @epublishmedia #ContentStrategy • #hewebvc
    129. 129. Rick Allen @epublishmedia Rick Allen • @epublishmedia #ContentStrategy • #hewebvc

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