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THE FUTURE
IS CONTENT
CONTENT STRATEGY FOR LIBRARY WEBSITES	
  
Hilary	
  Marsh,	
  Content	
  Company 	
  	
   LACONI	
  ...
INTRODUCTIONS
NAME
LIBRARY
DEPARTMENT	
  
CONTENT STRATEGY CHALLENGES
•  No	
  one	
  can	
  find	
  anything	
  on	
  our	
  website,	
  and	
  they’re	
  complaini...
They’re	
  about	
  	
  
•  process	
  
•  ownership	
  
•  collaboraHon	
  
•  mutual	
  understanding	
  (or	
  lack	
  ...
•  Audience	
  confusion	
  
•  Lack	
  of	
  customer	
  engagement	
  
•  Higher	
  customer	
  service	
  costs	
  
•  ...
WHAT IS
CONTENT
STRATEGY?
WHAT IS
CONTENT
STRATEGY?
HOW I DEFINE CONTENT STRATEGY
WHO
WHAT
WHEN OF PUBLISHING
WHERE CONTENT
WHY
HOW
HOW I DEFINE CONTENT STRATEGY
A STRATEGIC STATEMENT
TYING CONTENT
(AND COMMUNICATION)
TO BUSINESS
HOW I DEFINE CONTENT STRATEGY
AND THE PEOPLE,
PROCESSES, AND POWER
TO EXECUTE THAT
STATEMENT
LITERALLY, A STATEMENT
We	
  will	
  publish	
  content	
  that	
  is	
  	
  
•  Useful	
  
•  Aware	
  of	
  our	
  audie...
http://www.richardingram.co.uk
CONTENT
STRATEGIST AS
ORCHESTRA
CONDUCTOR
WHAT IS “CONTENT”?
•  BOOK REVIEWS
•  EVENT ANNOUNCEMENTS
•  PROGRAM INFORMATION
•  BIOS
•  INSTRUCTIONS
•  MAP
EXERCISE
Source: http://xkcd.com/773
YOU ARE NOT ALONE
YOU ARE NOT ALONE
•  JARGON
Has	
  anyone	
  ever	
  said,	
  “I	
  want	
  to	
  search	
  your	
  resource	
  
database”...
CREATING AUDIENCE-
FOCUSED CONTENT
PROCESS
USAGEAWARENESS VISITS
1. KNOW THE
BUSINESS GOALS
FINDABLEUSABLE USEFUL
2. KNOW THE
CONTENT GOALS
PRIORITIZE
CREATE
PERSONAS
LIST
3. UNDERSTAND THE
AUDIENCE
PRIORITIZE THESE:
CONSUMERS COMMUNITY OTHER
Adults	
   Media	
   Job-­‐seekers	
  
Teens	
   OrganizaHons	
   Library	
  s...
PERSONAS
PERSONAS
USAGE
ALIGNMENT
WITH
VISION
4. ASSESS YOUR CONTENT
BASED ON….	
  
AGE
DELETE
ARCHIVE REWRITE
KEEP
CONTENT DECISIONS
Content	
  audit	
  	
  
IA	
  number	
   Page	
  Title	
   URL	
  
Keep,	
  update,	
  
rewrite,	
  
archive,	
  or	
  
d...
CONTENT AUDIT
WHO CAN
PUBLISH
DIRECTLY?
WHO CAN
SAY “NO”?
WHO
WRITES
WHAT?
WHO CAN
POST ON
SOCIAL MEDIA?
WORKFLOWS
ROLES &
RESPONSIBILIT...
WORKFLOWS
http://www.cnn.com/EVENTS/1996/anniversary/how.things.work/index2.html
	
  
WORKFLOWS
VOICE
AND
TONE
TRAINING
EXAMPLES
ONGOING
EDUCATION
EDITORIAL
STYLE
6. ESTABLISH STANDARDS
WRITING
WRITING
•  Online,	
  people	
  skim	
  and	
  don’t	
  read	
  
•  Shorter	
  is	
  beder	
  
•  Write	
  for	
  the	
  ear	
  –	...
KEY
PAGES
NEWSLETTERS
FACEBOOK TWITTER
HOME
PAGE
7. EDITORIAL CALENDAR
ETC.	
  
LIFECYCLE
Review	
  every	
  page	
  at	
  least	
  once	
  a	
  year	
  (set	
  by	
  type	
  or	
  secHon)	
  
Create	
 ...
8. MEASURE & REVISE
ETC.	
  
SOME METRICS
ARLINGTON HEIGHTS, JULY 14 – AUGUST 13, 2013
	
  
Visits	
  by	
  device	
  
Desktop	
  
Tablet	
  
Mobile	
  
SOME METRICS
PALATINE, JULY 27 – AUGUST 26, 2013
	
  
Most	
  popular	
  pages	
  (unique	
  visits)	
  
Home	
  page	
  
...
TODAY
WHO’S DOING IT
WELL?
http://www.nypl.org
	
  
http://www.bcls.lib.nj.us/
	
  
http://www.carnegielibrary.org/
	
  
http://www.ahml.info/
	
  
http://www.bensenville.lib.il.us/
	
  
WHO’S NOT?
http://www.dixie.lib.ms.us/
	
  
http://sheppardlibrary.org/home
	
  
http://www.co.davidson.nc.us/library/
	
  
INFORMATION
ARCHITECTURE
“NO ONE CARES ABOUT
YOUR ORG CHART” —LOU
ROSENFELD	
  
FIND A
BOOK,
EBOOK,
MUSIC OR
VIDEO
CHECK
OUT
UPCOMING
EVENTS OR
ACTIVITIES
DO SOME
RESEARCH
OR
HOMEWORK
LEARN MORE
ABOUT T...
TOMORROW
PEOPLE STORIES
http://www.skokiestories.org
	
  
PEOPLE STORIES
http://libraryyou.escondido.org/
	
  
VIDEO
http://www.youtube.com/watch?v=Ya7qVSWz01c
THANK YOU.
Link to this presentation and lots of related resources:
http://www.hilarymarsh.com/content-strategy-libraries/...
Content strategy for library websites
Content strategy for library websites
Content strategy for library websites
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Content strategy for library websites

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Content strategy workshop for LACONI, an association of 150 Chicago-area libraries, given September 20, 2013. Comprehensive look at content strategy goals, opportunities, challenges, definitions, processes, elements for libraries today and in the future.

Transcript of "Content strategy for library websites"

  1. 1. THE FUTURE IS CONTENT CONTENT STRATEGY FOR LIBRARY WEBSITES   Hilary  Marsh,  Content  Company     LACONI  workshop,  September  20,  2013    
  2. 2. INTRODUCTIONS NAME LIBRARY DEPARTMENT  
  3. 3. CONTENT STRATEGY CHALLENGES •  No  one  can  find  anything  on  our  website,  and  they’re  complaining  to  the  CEO   •  PracHcally  everyone  in  our  organizaHon  publishes  content  online,  and  you’d   almost  never  know  it  was  from  the  same  organizaHon   •  No  one  is  in  charge  of  the  home  page    –  or  everyone  is  in  charge  of  it   •  We  can’t  add  comments  because  we  don’t  know  how  to  handle  them   •  Our  site  isn’t  accessible  from  mobile  devices   •  Some  of  our  best  material  is  presented  as  PDFs,  with  Htles  like  “4002.pdf”   •  Our  website  is  organized  based  on  our  org  structure  rather  than  on  how  our   audience  thinks  about  us  or  our  content   •  “We  should  be  on  Instagram”  
  4. 4. They’re  about     •  process   •  ownership   •  collaboraHon   •  mutual  understanding  (or  lack  thereof)   BUSINESS CHALLENGES
  5. 5. •  Audience  confusion   •  Lack  of  customer  engagement   •  Higher  customer  service  costs   •  Missed  cross-­‐selling  opportuni:es   •  No  awareness  of  the  breadth  and  depth  of  what  you  offer  –  and  that  they   need!       BUSINESS CONSEQUENCES
  6. 6. WHAT IS CONTENT STRATEGY?
  7. 7. WHAT IS CONTENT STRATEGY?
  8. 8. HOW I DEFINE CONTENT STRATEGY WHO WHAT WHEN OF PUBLISHING WHERE CONTENT WHY HOW
  9. 9. HOW I DEFINE CONTENT STRATEGY A STRATEGIC STATEMENT TYING CONTENT (AND COMMUNICATION) TO BUSINESS
  10. 10. HOW I DEFINE CONTENT STRATEGY AND THE PEOPLE, PROCESSES, AND POWER TO EXECUTE THAT STATEMENT
  11. 11. LITERALLY, A STATEMENT We  will  publish  content  that  is     •  Useful   •  Aware  of  our  audience  and  context   •  Supports  our  mission,  objecHves  and  brand   •  Helps  us  deliver  effecHve  service  to  our   users   –Jefferson  County  Public  Library  
  12. 12. http://www.richardingram.co.uk
  13. 13. CONTENT STRATEGIST AS ORCHESTRA CONDUCTOR
  14. 14. WHAT IS “CONTENT”? •  BOOK REVIEWS •  EVENT ANNOUNCEMENTS •  PROGRAM INFORMATION •  BIOS •  INSTRUCTIONS •  MAP
  15. 15. EXERCISE
  16. 16. Source: http://xkcd.com/773 YOU ARE NOT ALONE
  17. 17. YOU ARE NOT ALONE •  JARGON Has  anyone  ever  said,  “I  want  to  search  your  resource   database”?   •  AWARENESS Does  everyone  in  the  community  know  what  your   library  offers?  What  YOU  offer? •  PRIORITIZATION Are  you  highlighHng  and  promoHng  the  things  your   current  and  prospecHve  visitors  want?
  18. 18. CREATING AUDIENCE- FOCUSED CONTENT
  19. 19. PROCESS
  20. 20. USAGEAWARENESS VISITS 1. KNOW THE BUSINESS GOALS
  21. 21. FINDABLEUSABLE USEFUL 2. KNOW THE CONTENT GOALS
  22. 22. PRIORITIZE CREATE PERSONAS LIST 3. UNDERSTAND THE AUDIENCE
  23. 23. PRIORITIZE THESE: CONSUMERS COMMUNITY OTHER Adults   Media   Job-­‐seekers   Teens   OrganizaHons   Library  staff   Kids   Volunteers   Vendors   Parents   Teachers       Senior  ciHzens   Small  businesses       Underserved   Book  clubs       Students      
  24. 24. PERSONAS
  25. 25. PERSONAS
  26. 26. USAGE ALIGNMENT WITH VISION 4. ASSESS YOUR CONTENT BASED ON….   AGE
  27. 27. DELETE ARCHIVE REWRITE KEEP CONTENT DECISIONS
  28. 28. Content  audit     IA  number   Page  Title   URL   Keep,  update,   rewrite,   archive,  or   delete?   Content  type   Topic   Content   owner   Date   created   Last   updated   Audience   Access   level?   #  of  visits  in   the  last  year  Notes                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Template available at http://www.hilarymarsh.com/content-audit-spreadsheet/ For help with an automated content inventory, visit http://www.content-insight.com/   CONTENT AUDIT
  29. 29. CONTENT AUDIT
  30. 30. WHO CAN PUBLISH DIRECTLY? WHO CAN SAY “NO”? WHO WRITES WHAT? WHO CAN POST ON SOCIAL MEDIA? WORKFLOWS ROLES & RESPONSIBILITIES 5. GOVERNANCE
  31. 31. WORKFLOWS http://www.cnn.com/EVENTS/1996/anniversary/how.things.work/index2.html  
  32. 32. WORKFLOWS
  33. 33. VOICE AND TONE TRAINING EXAMPLES ONGOING EDUCATION EDITORIAL STYLE 6. ESTABLISH STANDARDS
  34. 34. WRITING
  35. 35. WRITING
  36. 36. •  Online,  people  skim  and  don’t  read   •  Shorter  is  beder   •  Write  for  the  ear  –  conversaHonal   •  AcHve  voice   •  Avoid  jargon   •  State  the  main  points  first  (“inverted  pyramid”  style)   •  Break  up  long  text  with  subheads  and  bullets   •  Readers’  quesHons  are  your  subheads   •  Content  goals  are  calls  to  acHon  on  the  page   WRITING
  37. 37. KEY PAGES NEWSLETTERS FACEBOOK TWITTER HOME PAGE 7. EDITORIAL CALENDAR ETC.  
  38. 38. LIFECYCLE Review  every  page  at  least  once  a  year  (set  by  type  or  secHon)   Create   Review   Publish   Promote   Revisit  
  39. 39. 8. MEASURE & REVISE ETC.  
  40. 40. SOME METRICS ARLINGTON HEIGHTS, JULY 14 – AUGUST 13, 2013   Visits  by  device   Desktop   Tablet   Mobile  
  41. 41. SOME METRICS PALATINE, JULY 27 – AUGUST 26, 2013   Most  popular  pages  (unique  visits)   Home  page   Employment   Kids   Books,  movies,  music   Research   Events   LocaHons  and  hours   Summer  reading   About  us   Digital  media  
  42. 42. TODAY
  43. 43. WHO’S DOING IT WELL?
  44. 44. http://www.nypl.org  
  45. 45. http://www.bcls.lib.nj.us/  
  46. 46. http://www.carnegielibrary.org/  
  47. 47. http://www.ahml.info/  
  48. 48. http://www.bensenville.lib.il.us/  
  49. 49. WHO’S NOT?
  50. 50. http://www.dixie.lib.ms.us/  
  51. 51. http://sheppardlibrary.org/home  
  52. 52. http://www.co.davidson.nc.us/library/  
  53. 53. INFORMATION ARCHITECTURE “NO ONE CARES ABOUT YOUR ORG CHART” —LOU ROSENFELD  
  54. 54. FIND A BOOK, EBOOK, MUSIC OR VIDEO CHECK OUT UPCOMING EVENTS OR ACTIVITIES DO SOME RESEARCH OR HOMEWORK LEARN MORE ABOUT THE LIBRARY, OR CONTACT LIBRARY STAFF MANAGE MY ACCOUNT INFORMATION ARCHITECTURE SOURCE: http://1000libraries.net/  
  55. 55. TOMORROW
  56. 56. PEOPLE STORIES http://www.skokiestories.org  
  57. 57. PEOPLE STORIES http://libraryyou.escondido.org/  
  58. 58. VIDEO http://www.youtube.com/watch?v=Ya7qVSWz01c
  59. 59. THANK YOU. Link to this presentation and lots of related resources: http://www.hilarymarsh.com/content-strategy-libraries/ hilary@hilarymarsh.com http://www.hilarymarsh.com @hilarymarsh 312-806-7854  
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