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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 ...

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) Presentation Transcript

  • 1. Content Strategy: The Key to Effective Web Content Rick Allen HighEdWeb Conference October 12, 2010 Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 2. Hi, I’m Rick. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 3. Hi, I’m Rick. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 4. Hi, I’m Rick. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 5. What I’m talking about Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 6. What I’m talking about 1. Why quality web content is so important to higher ed Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 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. 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. 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. Why am I focusing on content? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 11. Because I’m a publisher. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 12. Just like you! Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 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. Yes. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 15. Content is why people visit your website. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 16. Period. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 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. Why is content often neglected? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 19. Content is massive Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 20. Content is political Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 21. Content is time- consuming Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 22. No more excuses. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 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. “ 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. Also, effective. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 26. “ Effective is a two-way street. Georgy Cohen Manager, Web Content and Strategy Tufts University Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 27. Effective content meets college objectives and users’ goals. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 28. Quality content Users Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 29. Quality content Users Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 30. Quality content Attracts Users Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 31. Quality content Attracts Informs Users Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 32. Quality content Attracts Informs Users Engages Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 33. Quality content Attracts Informs Users Engages Retains Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 34. Got content strategy? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 35. Let’s take a look... Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 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. 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. 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. 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. 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. And more... Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 42. And more... ‣ Broken or mislabeled links Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 43. And more... ‣ Broken or mislabeled links ‣ Contradictory descriptions Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 44. And more... ‣ Broken or mislabeled links ‣ Contradictory descriptions ‣ Missing or inaccurate information Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 45. And more... ‣ Broken or mislabeled links ‣ Contradictory descriptions ‣ Missing or inaccurate information ‣ Inconsistent page titles and metadata Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 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. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 48. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 49. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 50. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 51. Make content work http://www.flickr.com/photos/tomsaint/ / CC BY 2.0 Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 52. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 53. How do we decide what to communicate? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 54. How do we decide what to communicate? How do we decide what content to create and update? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 55. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 56. How do we prioritize content requirements? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 57. How do we prioritize content requirements? How do we determine our users’ needs? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 58. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 59. How do we align analytics, usability and SEO/SEM with content creation? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 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. 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. 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. Elements of content strategy ‣ Message architecture ‣ Content audit ‣ Content analysis ‣ Planning & Implementation Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 64. Elements of content strategy ‣ Message architecture Content audit Content analysis Planning & Implementation Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 65. Message architecture Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 66. Message architecture ‣ Ensures a consistent, clear brand message Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 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. 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. 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. 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. “ 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. Elements of content strategy Message architecture ‣ Content audit Content analysis Planning & Implementation Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 73. Content audit Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 74. Content audit ‣ Content inventory Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 75. Content audit ‣ Content inventory ‣ Quantitative audit Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 76. Content audit ‣ Content inventory ‣ Quantitative audit ‣ Qualitative audit Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 77. Elements of content strategy Message architecture Content audit ‣ Content analysis Planning & Implementation Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 78. Content analysis Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 79. Content analysis ‣ What is the purpose of each piece of web content? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 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. 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. 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. 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. “ 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. Elements of content strategy Message architecture Content audit Content analysis ‣ Planning & Implementation Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 86. Planning & Implementation Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 87. Planning & Implementation ‣ Roles & responsibilities Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 88. Planning & Implementation ‣ Roles & responsibilities ‣ Workflow Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 89. Planning & Implementation ‣ Roles & responsibilities ‣ Workflow ‣ Editorial calendar Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 90. Planning & Implementation ‣ Roles & responsibilities ‣ Workflow ‣ Editorial calendar ‣ Messaging & style guide Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 91. Planning & Implementation ‣ Roles & responsibilities ‣ Workflow ‣ Editorial calendar ‣ Messaging & style guide ‣ Information architecture Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 92. Planning & Implementation ‣ Roles & responsibilities ‣ Workflow ‣ Editorial calendar ‣ Messaging & style guide ‣ Information architecture ‣ Linking strategy Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 93. Planning & Implementation Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 94. Planning & Implementation ‣ SEO & metadata strategy Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 95. Planning & Implementation ‣ SEO & metadata strategy ‣ Page-level content structure Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 96. Planning & Implementation ‣ SEO & metadata strategy ‣ Page-level content structure ‣ Content formats Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 97. Planning & Implementation ‣ SEO & metadata strategy ‣ Page-level content structure ‣ Content formats ‣ Content channels Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 98. Planning & Implementation ‣ SEO & metadata strategy ‣ Page-level content structure ‣ Content formats ‣ Content channels ‣ Maintenance requirements Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 99. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 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. Governance: keeping it going http://www.flickr.com/photos/dasqfamily/ / CC BY 2.0 Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 102. Governance ‣ Manage publishing process ‣ Measure content efficacy ‣ Evaluate goals & objectives Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 103. Governance ‣ Manage publishing process Measure content efficacy Evaluate goals & objectives Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 104. Understand content ecosystem http://www.flickr.com/photos/rofanator/ / CC BY-NC-ND 2.0 Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 105. “ The ecosystem often reveals the ‘underlying principle’ of the content problem. Colleen Jones Content Science Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 106. Have a plan. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 107. Governance Manage publishing process ‣ Measure content efficacy Evaluate goals & objectives Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 108. Measure content efficacy http://www.flickr.com/photos/chandramarsono/ / CC BY-NC-SA 2.0 Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 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. 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. Governance Manage publishing process Measure content efficacy ‣ Evaluate goals & objectives Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 112. Is our strategy successful? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 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. Words of wisdom (a work in progress) Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 115. Words of wisdom (a work in progress) ‣ Audit. Analyze. Strategize. Repeat. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 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. 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. 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. 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. Questions? Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 121. Thanks. Rick Allen • @epublishmedia #heweb10 • #ContentStrategy
  • 122. Rick Allen @epublishmedia http://www.epublishmedia.com Rick Allen • @epublishmedia #heweb10 • #ContentStrategy