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Revisiting Library Websites: Content strategy for the  Wellcome Digital Library:  a work in progress Internet Librarian In...
Wellcome Trust <ul><li>Focus areas </li></ul><ul><li>Supporting outstanding researchers </li></ul><ul><li>Accelerating the...
Wellcome Digital Library Revisiting library websites. Internet Librarian International 2011
<ul><li>“ Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable conten...
The Quad Revisiting library websites. Internet Librarian International 2011
Audit phase Revisiting library websites. Internet Librarian International 2011
Content audit Revisiting library websites. Internet Librarian International 2011
Outcome of content audit <ul><ul><li>Action plan to update, recast or omit content </li></ul></ul><ul><ul><li>Proposed red...
Analysis phase Revisiting library websites. Internet Librarian International 2011
Outcome of content analysis <ul><ul><li>We can validate our assumptions about good and bad content  </li></ul></ul><ul><ul...
Strategy phase Revisiting library websites. Internet Librarian International 2011
Where are we with strategy? <ul><ul><li>Changing the way we work </li></ul></ul><ul><ul><li>Getting buy-in from senior man...
Questions? <ul><li>Jennifer Phillips-Bacher </li></ul><ul><li>Twitter: @MrsAudiac </li></ul><ul><li>Recommended resources:...
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Content strategy for the Wellcome Digital Library: a work in progress

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Presentation given at Internet Librarian International, 27 October 2011.

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  • I will talk about some tactics and techniques you can use to make a case for developing a content strategy in your organization. I’ll give a bit of a background about the Wellcome Digital Library, then define and walk you through the three phases of Content Strategy and share how we’ve approached the process.
  • We are an independent global charity, and we primarily fund biomedical research, as well as research into the historical and cultural contexts of medicine. The Trust was established in 1936 upon the death of Sir Henry Wellcome, pharmaceutical visionary and obsessive collector. His book and object collections form the basis of the Wellcome Library.
  • We are in the midst of a 5 year transformation strategy, with a focus on mass digitization. Our pilot digitization program is on the theme of ‘Modern Genetics and its Foundations.’ The basis of this is the archive of Francis Crick, who shared a Nobel-prize for discovering the DNA structure. The transformation strategy is also a great opportunity to revisit all of our digital content that is currently hidden away in catalogues: hundreds of digitised films, historical and contemporary images, and other digitized texts – and to present these in an engaging and meaningful way to a global audience via the Wellcome Digital Library front-end. As part of this process, we’re completely redesigning our website and migrating it to a new CMS – two of 18 workstreams in the WDL project. We began to plan for the new site in February 2011. The WDL is slated to launch in September 2012. We’re working to tight deadlines, and we have a huge job ahead. We need to move quickly and we are in desperate need of a content strategy.
  • In the first phase you need to open up the body and have a look inside. This process of observation and dissection is a Content Audit.
  • Two things needed: a copy of your current sitemap - You’ll need it just to get a high-level perspective on your site structure. Your tool of choice is Excel. What you’re then going to do is click on each and every link, on every single page of the website, and make notes about all of your static content. Information to capture: Page titles URL Phrase to describe content on the page or metadata if you have it Content type (policy, database guide, bibliography, content page) (we have 41) Content format (HTML, mp3, PDF, Flash) (we have 17) Content owner Last updated date Notes on broken links, inconsistencies, weirdness ROT – Redundant / Outdated / Trivial Recommendations for pages to keep, update, delete
  • The second phase is the diagnosis phase, where you apply evidence and data to your audit to come up with a qualitative analysis of your content. Is your site fit for purpose?
  • Treatment – strategy phase: Your plan to make it all better. The audit and analysis phases have resulted in informed recommendations to create the strategy.
  • Transcript of "Content strategy for the Wellcome Digital Library: a work in progress"

    1. 1. Revisiting Library Websites: Content strategy for the Wellcome Digital Library: a work in progress Internet Librarian International 2011 Jennifer Phillips-Bacher
    2. 2. Wellcome Trust <ul><li>Focus areas </li></ul><ul><li>Supporting outstanding researchers </li></ul><ul><li>Accelerating the application of research </li></ul><ul><li>Exploring medicine in historical and cultural contexts </li></ul>Revisiting library websites. Internet Librarian International 2011
    3. 3. Wellcome Digital Library Revisiting library websites. Internet Librarian International 2011
    4. 4. <ul><li>“ Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content.” </li></ul><ul><li>Kristina Halvorson, Content Strategy for the Web </li></ul>Revisiting library websites. Internet Librarian International 2011
    5. 5. The Quad Revisiting library websites. Internet Librarian International 2011
    6. 6. Audit phase Revisiting library websites. Internet Librarian International 2011
    7. 7. Content audit Revisiting library websites. Internet Librarian International 2011
    8. 8. Outcome of content audit <ul><ul><li>Action plan to update, recast or omit content </li></ul></ul><ul><ul><li>Proposed reduction in site size by at least 30% </li></ul></ul><ul><ul><li>Ownerless content identified </li></ul></ul><ul><ul><li>Inconsistencies and broken links identified </li></ul></ul><ul><ul><li>Better understanding of how content creation happens in our organisation </li></ul></ul><ul><ul><li>Conversation piece </li></ul></ul>Revisiting library websites. Internet Librarian International 2011
    9. 9. Analysis phase Revisiting library websites. Internet Librarian International 2011
    10. 10. Outcome of content analysis <ul><ul><li>We can validate our assumptions about good and bad content </li></ul></ul><ul><ul><li>We can align content to audience segments </li></ul></ul><ul><ul><li>We know where our content strays off-message </li></ul></ul>Revisiting library websites. Internet Librarian International 2011
    11. 11. Strategy phase Revisiting library websites. Internet Librarian International 2011
    12. 12. Where are we with strategy? <ul><ul><li>Changing the way we work </li></ul></ul><ul><ul><li>Getting buy-in from senior management </li></ul></ul><ul><ul><li>Creating style and messaging guidelines </li></ul></ul><ul><ul><li>Planning for the migration to a new CMS </li></ul></ul>Revisiting library websites. Internet Librarian International 2011
    13. 13. Questions? <ul><li>Jennifer Phillips-Bacher </li></ul><ul><li>Twitter: @MrsAudiac </li></ul><ul><li>Recommended resources: http://www.diigo.com/user/jennpb/ili2011 </li></ul>Revisiting library websites. Internet Librarian International 2011
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