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Content Strategy & the PSE Sector
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Transcript

  • 1. Content Strategy & the PSE SectorLaura D’Amelio, Senior Content Developer, York University ldamelio@yorku.ca
  • 2. source: www.t4g.com
  • 3. What is it?“the practice of planning for the creation, delivery andgovernance of useful, usable content.”- Halvorson (2009)
  • 4. What does it do?“Content Strategy is not a‘thing to do’; it’s thepurpose and the processbehind the things we do.”- Georgy Cohen,Tufts University source: andyet.net
  • 5. source: Richard Ingram richardingram.co.uk
  • 6. Content Strategy can help youUnderstand and meet your audiences’ needsSupport actions you want to promoteStop wasting resources on content nobody wantsEliminate guesswork about what to publish, how and whereGet more done source: Brain Traffic
  • 7. In the PSE Sector“It’s Complicated”Faculties/service areasAdministrationIT departmentsMarketingMultiple audiencesMultiple outletsMultiple modes of measurement (or none)
  • 8. source: Brain Traffic
  • 9. In the PSE Sectorpoliticalmessycostlytime consumingthe few examples in PSE are on specific projects, redesigns orCMS implementations, not day-to-day processes
  • 10. PSE Sector ExamplesUniversity of Buffalo Web Content Initiativewww.buffalo.edu/ub2020/transforming_operationsNorth Carolina State Universitywww.meetcontent.com/blog/case-in-point-content-strategy-at-n-c-stateDenver Universitywww.du.edu/marcomm/highedweb
  • 11. Need Content Strategy?New CMS?Website redesign?University rebranding?
  • 12. The Principals ofContent Strategy
  • 13. AnalysisLinked with your strategic plan or communications planIdentify and understand your usersHow are people using the website now?What is the web ecosystem - current processes, politics,competitors, brandAudit - what do you have?
  • 14. PlanningGovernanceGet buy inRethink roles
  • 15. Centralized editorial control Top Level Pages Branded design Managed by Comm office Decentralized editorial Academic / Admin Flexible design options Faculties Offices Managed by individual unitsBlogs Program Student Social Decentralized editorial Managed by individual units sites orgs media Hosted externally Centralized training source: J. Todd Bennett
  • 16. ArchitectureMore than a site mapStructured metadataContent reuse/repurpose/repackaging
  • 17. Content DesignEditorialBuilding your brand and message - a framework for yourcontentEditorial calendars/Conversation calendarsContent templates
  • 18. EvaluationSurveys / focus groupsData miningWeb analyticsUsability testing
  • 19. Apply that PSE
  • 20. How it can be doneNew launch / redesignWorking with clientsDay-to-day
  • 21. New LaunchGo through the Content Strategy elementsGet buy in / show the linkages with strategic planningCost and time savings
  • 22. Working with clientsOne site at a time / one template at a timeSimple audience researchHelp them develop their own strategies that align with theinstitutional strategiesTeach the role of measurement and simple ways to do itProvide ongoing professional development
  • 23. Day-to-dayYour content / processes already existWrite them down - you’ll create part of your content strategyor identify gaps
  • 24. Messaging Calendar
  • 25. Analytics flow
  • 26. It means slight changesPrioritize your workGet information - use tools like Yammer or GatherContentMake staff content design expertsKeep your reference guide nearby
  • 27. You are already doing itWrite it downShareAsk staff to assess what the process isUse content changes as moments to establish templates
  • 28. Content Strategy all over?Where else can we use content strategy?Handbooks, postcards, bookmarksEmails - how many do your students get?
  • 29. handed out in country country brochure translated/bilingual includes country links to York, general info/research/student handed out in country and domestically handbook includes pathways to York includes general info and adm. requirements provides program descriptions website expand info on money matters links to housing, clubs, sports, etc. Faculty books and international bookflippable handbooks provides Faculty/program info CRM link translated parent factsheets includes tuition fees and deadlines on parent’s page/international pages review of scholarship, residence, location info conversion book conversion info including clubs, campus, career day-in-the -life
  • 30. Where to go from here
  • 31. Overcoming challengespoliticalmessycostlytime-consuming
  • 32. Resourcesdu.edu/ucomm/highedweb.htmluxbooth.com/blog/complete-beginners-guide-to-content-strategymeetcontent.com/blog/margot-bloomstein-and-colleen-jones-on-higher-ed-content-strategy
  • 33. Resources
  • 34. Content Strategy & the PSE SectorLaura D’Amelio, Senior Content Developer, York University ldamelio@yorku.ca