Content Strategy: The Key to Effective Web Content (HighEdWeb 2010)

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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. Web content strategy is an essential discipline that author Kristina Halvorson defines as "the practice of planning for the creation, delivery, and governance of useful, usable content." In this session, learn how to implement and maintain effective content that drives marketing, engages users, and increases website conversions.

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  • Content Strategy: The Key to Effective Web Content (HighEdWeb 2010)

    1. 1. Content Strategy: The Key to Effective Web Content Rick Allen HighEdWeb Conference October 12, 2010 Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    2. 2. Hi, I’m Rick. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    3. 3. Hi, I’m Rick. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    4. 4. Hi, I’m Rick. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    5. 5. What I’m talking about Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    6. 6. What I’m talking about 1. Why quality web content is so important to higher ed Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    7. 7. What I’m talking about 1. Why quality web content is so important to higher ed 2. Elements that comprise a content strategy Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    8. 8. What I’m talking about 1. Why quality web content is so important to higher ed 2. Elements that comprise a content strategy 3. How to maintain quality content Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    9. 9. What I’m talking about 1. Why quality web content is so important to higher ed Elements that comprise a content strategy How to maintain quality content Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    10. 10. Why am I focusing on content? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    11. 11. Because I’m a publisher. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    12. 12. Just like you! Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    13. 13. “ 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 #heweb10 • #ContentStrategy
    14. 14. Yes. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    15. 15. Content is why people visit your website. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    16. 16. Period. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    17. 17. “ View yourself more like a publisher delivering valuable editorial products than as a marketer selling products and services. Joe Pulizzi Co-Author, Get Content Get Customers Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    18. 18. Why is content often neglected? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    19. 19. Content is massive Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    20. 20. Content is political Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    21. 21. Content is time- consuming Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    22. 22. No more excuses. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    23. 23. “ 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 #heweb10 • #ContentStrategy
    24. 24. “ 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 #heweb10 • #ContentStrategy
    25. 25. Also, effective. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    26. 26. “ Effective is a two-way street. Georgy Cohen Manager, Web Content and Strategy Tufts University Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    27. 27. Effective content meets college objectives and users’ goals. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    28. 28. Quality content Users Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    29. 29. Quality content Users Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    30. 30. Quality content Attracts Users Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    31. 31. Quality content Attracts Informs Users Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    32. 32. Quality content Attracts Informs Users Engages Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    33. 33. Quality content Attracts Informs Users Engages Retains Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    34. 34. Got content strategy? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    35. 35. Let’s take a look... Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    36. 36. Warning signs that you need content strategy. 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 #heweb10 • #ContentStrategy
    37. 37. Warning signs that you need content strategy. 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 #heweb10 • #ContentStrategy
    38. 38. Warning signs that you need content strategy. 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 #heweb10 • #ContentStrategy
    39. 39. Warning signs that you need content strategy. 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 #heweb10 • #ContentStrategy
    40. 40. Warning signs that you need content strategy. 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 #heweb10 • #ContentStrategy
    41. 41. And more... Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    42. 42. And more... ‣ Broken or mislabeled links Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    43. 43. And more... ‣ Broken or mislabeled links ‣ Contradictory descriptions Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    44. 44. And more... ‣ Broken or mislabeled links ‣ Contradictory descriptions ‣ Missing or inaccurate information Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    45. 45. And more... ‣ Broken or mislabeled links ‣ Contradictory descriptions ‣ Missing or inaccurate information ‣ Inconsistent page titles and metadata Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    46. 46. And more... ‣ Broken or mislabeled links ‣ Contradictory descriptions ‣ Missing or inaccurate information ‣ Inconsistent page titles and metadata ‣ Unanswered user comments Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    47. 47. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    48. 48. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    49. 49. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    50. 50. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    51. 51. Make content work http://www.flickr.com/photos/tomsaint/ / CC BY 2.0 Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    52. 52. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    53. 53. How do we decide what to communicate? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    54. 54. How do we decide what to communicate? How do we decide what content to create and update? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    55. 55. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    56. 56. How do we prioritize content requirements? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    57. 57. How do we prioritize content requirements? How do we determine our users’ needs? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    58. 58. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    59. 59. How do we align analytics, usability and SEO/SEM with content creation? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    60. 60. 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 #heweb10 • #ContentStrategy
    61. 61. What I’m talking about 1. Why quality web content is so important to higher ed 2. Elements that comprise a content strategy 3. How to maintain quality content Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    62. 62. What I’m talking about Why quality web content is so important to higher ed 2. Elements that comprise a content strategy How to maintain quality content Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    63. 63. Elements of content strategy ‣ Message architecture ‣ Content audit ‣ Content analysis ‣ Planning & Implementation Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    64. 64. Elements of content strategy ‣ Message architecture Content audit Content analysis Planning & Implementation Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    65. 65. Message architecture Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    66. 66. Message architecture ‣ Ensures a consistent, clear brand message Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    67. 67. 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 #heweb10 • #ContentStrategy
    68. 68. 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 #heweb10 • #ContentStrategy
    69. 69. 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 messaging across all communication channels Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    70. 70. 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 messaging across all communication channels ‣ Determines if content is appropriate for your users Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    71. 71. “ How can you measure if content is appropriate if you don’t have a metric against which to measure it? Margot Bloomstein Principal, Appropriate, Inc Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    72. 72. Elements of content strategy Message architecture ‣ Content audit Content analysis Planning & Implementation Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    73. 73. Content audit Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    74. 74. Content audit ‣ Content inventory Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    75. 75. Content audit ‣ Content inventory ‣ Quantitative audit Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    76. 76. Content audit ‣ Content inventory ‣ Quantitative audit ‣ Qualitative audit Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    77. 77. Elements of content strategy Message architecture Content audit ‣ Content analysis Planning & Implementation Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    78. 78. Content analysis Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    79. 79. Content analysis ‣ What is the purpose of each piece of web content? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    80. 80. Content analysis ‣ What is the purpose of each piece of web content? ‣ Does content meet our business objectives and users’ needs? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    81. 81. Content analysis ‣ What is the purpose of each piece of web content? ‣ Does content meet our business objectives and users’ needs? ‣ How do we want our users to respond to our content? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    82. 82. Content analysis ‣ What is the purpose of each piece of web content? ‣ Does content 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 #heweb10 • #ContentStrategy
    83. 83. Content analysis heuristics ‣ Usefulness & Relevance ‣ Clarity & Accuracy ‣ Influence & Engagement ‣ Completeness ‣ Voice & Style ‣ Usability & Findability Source: http://www.uxmatters.com/mt/archives/2009/04/toward-content-quality.php Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    84. 84. “ The analysis is not just about the deliverable, but about the insights you gain and what you decide to do about them. Colleen Jones Principal, Content Science Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    85. 85. Elements of content strategy Message architecture Content audit Content analysis ‣ Planning & Implementation Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    86. 86. Planning & Implementation Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    87. 87. Planning & Implementation ‣ Roles & responsibilities Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    88. 88. Planning & Implementation ‣ Roles & responsibilities ‣ Workflow Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    89. 89. Planning & Implementation ‣ Roles & responsibilities ‣ Workflow ‣ Editorial calendar Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    90. 90. Planning & Implementation ‣ Roles & responsibilities ‣ Workflow ‣ Editorial calendar ‣ Messaging & style guide Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    91. 91. Planning & Implementation ‣ Roles & responsibilities ‣ Workflow ‣ Editorial calendar ‣ Messaging & style guide ‣ Information architecture Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    92. 92. Planning & Implementation ‣ Roles & responsibilities ‣ Workflow ‣ Editorial calendar ‣ Messaging & style guide ‣ Information architecture ‣ Linking strategy Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    93. 93. Planning & Implementation Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    94. 94. Planning & Implementation ‣ SEO & metadata strategy Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    95. 95. Planning & Implementation ‣ SEO & metadata strategy ‣ Page-level content structure Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    96. 96. Planning & Implementation ‣ SEO & metadata strategy ‣ Page-level content structure ‣ Content formats Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    97. 97. Planning & Implementation ‣ SEO & metadata strategy ‣ Page-level content structure ‣ Content formats ‣ Content channels Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    98. 98. Planning & Implementation ‣ SEO & metadata strategy ‣ Page-level content structure ‣ Content formats ‣ Content channels ‣ Maintenance requirements Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    99. 99. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    100. 100. What I’m talking about Why quality web content is so important to higher ed Elements that comprise a content strategy 3. How to maintain quality content Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    101. 101. Governance: keeping it going http://www.flickr.com/photos/dasqfamily/ / CC BY 2.0 Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    102. 102. Governance ‣ Manage publishing process ‣ Measure content efficacy ‣ Evaluate goals & objectives Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    103. 103. Governance ‣ Manage publishing process Measure content efficacy Evaluate goals & objectives Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    104. 104. Understand content ecosystem http://www.flickr.com/photos/rofanator/ / CC BY-NC-ND 2.0 Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    105. 105. “ The ecosystem often reveals the ‘underlying principle’ of the content problem. Colleen Jones Content Science Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    106. 106. Have a plan. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    107. 107. Governance Manage publishing process ‣ Measure content efficacy Evaluate goals & objectives Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    108. 108. Measure content efficacy http://www.flickr.com/photos/chandramarsono/ / CC BY-NC-SA 2.0 Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    109. 109. Qualitative analysis ‣ Is content redundant, outdated, trivial (ROT)? ‣ Is content still usable, useful, relevant, appropriate? ‣ Usability tests ‣ User feedback (surveys) Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    110. 110. Quantitative analysis ‣ Are links still functional? ‣ Is content still findable? ‣ Are we reaching our audience? ‣ Is content accessible? ‣ Are users taking the actions we want? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    111. 111. Governance Manage publishing process Measure content efficacy ‣ Evaluate goals & objectives Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    112. 112. Is our strategy successful? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    113. 113. Evaluate goals & objectives ‣ Have our website objectives changed? ‣ Have our users’ needs changed? ‣ Have our resources changed? ‣ Is our strategy still effective? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    114. 114. Words of wisdom (a work in progress) Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    115. 115. Words of wisdom (a work in progress) ‣ Audit. Analyze. Strategize. Repeat. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    116. 116. Words of wisdom (a work in progress) ‣ Audit. Analyze. Strategize. Repeat. ‣ Content strategy is a plan, not a project Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    117. 117. Words of wisdom (a work in progress) ‣ Audit. Analyze. Strategize. Repeat. ‣ Content strategy is a plan, not a project ‣ Get buy-in through education (and shame) Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    118. 118. Words of wisdom (a work in progress) ‣ Audit. Analyze. Strategize. Repeat. ‣ Content strategy is a plan, not a project ‣ Get buy-in through education (and shame) ‣ Start small, aim big Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    119. 119. Words of wisdom (a work in progress) ‣ Audit. Analyze. Strategize. Repeat. ‣ Content strategy is a plan, not a project ‣ Get buy-in through education (and shame) ‣ Start small, aim big ‣ Content strategy requires regulation (empowerment and accountability) Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    120. 120. Questions? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    121. 121. Thanks. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
    122. 122. Rick Allen @epublishmedia http://www.epublishmedia.com Rick Allen • @epublishmedia #heweb10 • #ContentStrategy

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