#meetcontent                         Content Strategy                         in Higher Ed                         Rick Al...
#meetcontent               About us                                           Empowering higher                           ...
#meetcontent               About us                                               Empowering higher                       ...
#meetcontent               About us                                               Empowering higher                       ...
#meetcontent               Why is content a challenge?                         http://www.flickr.com/photos/deutero/414796...
#meetcontent               Why is content a challenge?               •    We don’t value what content does for us 5Wednesd...
Wednesday, March 7, 12
#meetcontent               Why is content a challenge?               •    We don’t value what content does for us         ...
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#meetcontent               Why is content a challenge?               •    We don’t value what content does for us         ...
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11http://www.flickr.com/photos/http2007/1149137981/Wednesday, March 7, 12
#meetcontent               Why is content a challenge?               •    We don’t value what content does for us         ...
Wednesday, March 7, 12
#meetcontent               Why is content a challenge?               •    We don’t value what content does for us         ...
Wednesday, March 7, 12
#meetcontent               Content Strategy Can Help16Wednesday, March 7, 12
#meetcontent               Content Strategy Can Help17Wednesday, March 7, 12
#meetcontent               Content Strategy Can Help               •    Messaging and communication goals18Wednesday, Marc...
#meetcontent               Content Strategy Can Help               •    Messaging and communication goals19Wednesday, Marc...
The purpose                         of content is                         to communicate.Wednesday, March 7, 12
http://www.flickr.com/photos/pshanks/411196422/21Wednesday, March 7, 12
#meetcontent               Brand attributes               •    Student-centered               •    Empowering and valuable...
#meetcontent23Wednesday, March 7, 12
“                     If you dont know what you need                         to communicate, how will you                 ...
#meetcontent               Content Strategy Can Help               •    Messaging and communication goals               • ...
How do you know                         what content you need                         if you don’t know what              ...
#meetcontent               Quantitative Audit               •    Topics               •    Content types (text, images, vi...
#meetcontent               Qualitative Audit               •    What does the content say?               •    Is content a...
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#meetcontent               Content Strategy Can Help               •    Messaging and communication goals               • ...
http://www.flickr.com/photos/cannedtuna/4853380320/34Wednesday, March 7, 12
#meetcontent               Content Strategy Can Help               •    Messaging and communication goals               • ...
http://www.flickr.com/photos/amanky/2685820917/36Wednesday, March 7, 12
An editorial                         style guide is a tool.                         Make it useful.Wednesday, March 7, 12
#meetcontent               Editorial Style for the Web               •    Messaging and     •   Inline links              ...
#meetcontent               Content Strategy Can Help               •    Messaging and communication goals               • ...
40Wednesday, March 7, 12
Just as your users’ needs                         and business goals change,                         so does your content ...
#meetcontent               Challenges (and solutions)               for higher education                                  ...
#meetcontent               Goals come before tools                Challenge                    Solution                Mis...
http://www.flickr.com/photos/amanky/2685820917/44Wednesday, March 7, 12
#meetcontent               Goals come before tools                Challenge                    Solution                Mis...
http://www.flickr.com/photos/3059349393/3368092622/46Wednesday, March 7, 12
Content strategy                         doesn’t start or finish                         with your CMS.Wednesday, March 7, 12
#meetcontent               Goals come before tools                Challenge                    Solution                Mis...
49                       http://www.flickr.com/photos/usdagov/6772183837/Wednesday, March 7, 12
#meetcontent               Goals come before tools                Challenge                    Solution                Mis...
51                       http://www.flickr.com/photos/66176388@N00/4260296466/Wednesday, March 7, 12
Effective content lives                         at the intersection of                         organizational goals       ...
#meetcontent               Goals come before tools                Challenge                    Solution                Mis...
Numbers rarely speak               for themselves               •    2,000 page views               •    70% returning vis...
#meetcontent               Goals come before tools                Challenge                    Solution                Mis...
56                       http://www.flickr.com/photos/falcifer/3136673599/Wednesday, March 7, 12
#meetcontent               It’s a process, not a project                Challenge                       Solution          ...
58                       http://www.flickr.com/photos/21560098@N06/5886523797/Wednesday, March 7, 12
#meetcontent               It’s a process, not a project                Challenge                       Solution          ...
60                       http://www.flickr.com/photos/milanboers/3506644213/Wednesday, March 7, 12
#meetcontent               It’s a process, not a project                Challenge                       Solution          ...
62                       http://www.flickr.com/photos/jronaldlee/4477301427/Wednesday, March 7, 12
#meetcontent               It’s a process, not a project                Challenge                       Solution          ...
64Wednesday, March 7, 12
#meetcontent               Content governance               •    Editorial processes and content workflow               • ...
#meetcontent               Relationship management                Challenge              Solution                Content c...
67                       http://www.flickr.com/photos/stevendepolo/4825345881/Wednesday, March 7, 12
#meetcontent               Relationship management                Challenge              Solution                Content c...
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Build internal                         communities and                         shared resources to                        ...
#meetcontent               Relationship management                Challenge                Solution                Content...
#meetcontent72Wednesday, March 7, 12
#meetcontent72Wednesday, March 7, 12
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#meetcontent74Wednesday, March 7, 12
#meetcontent74Wednesday, March 7, 12
#meetcontent               Relationship management                Challenge                Solution                Content...
http://www.flickr.com/photos/epublishmedia/3685515441/76Wednesday, March 7, 12
#meetcontent                         Let’s get to work!77Wednesday, March 7, 12
78Wednesday, March 7, 12
#meetcontent                         meetcontent.com                          @meetcontentWednesday, March 7, 12
#meetcontent               Mark your calendar!               Effective Content Curation               Georgy Cohen • April...
#meetcontent                         Questions?                          Hit us up!Wednesday, March 7, 12
#meetcontent                         Thank you!                         Rick Allen       Georgy Cohen                     ...
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Meet Content Webinar #1 - Content Strategy in Higher Education

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Slides from the first Meet Content webinar, which aired March 6, 2012

Published in: Education, Technology

Meet Content Webinar #1 - Content Strategy in Higher Education

  1. 1. #meetcontent Content Strategy in Higher Ed Rick Allen Georgy Cohen @epublishmedia @radiofreegeorgyWednesday, March 7, 12
  2. 2. #meetcontent About us Empowering higher education to create and sustain web content that works. meetcontent.com @meetcontent 2Wednesday, March 7, 12
  3. 3. #meetcontent About us Empowering higher education to create Content ain’t easy. and sustain web content that works. 3Wednesday, March 7, 12
  4. 4. #meetcontent About us Empowering higher education to create Content ain’t easy. and sustain web content that works. 3Wednesday, March 7, 12
  5. 5. #meetcontent Why is content a challenge? http://www.flickr.com/photos/deutero/4147960478/ 4Wednesday, March 7, 12
  6. 6. #meetcontent Why is content a challenge? • We don’t value what content does for us 5Wednesday, March 7, 12
  7. 7. Wednesday, March 7, 12
  8. 8. #meetcontent Why is content a challenge? • We don’t value what content does for us • Content needs structure, process and attention 7Wednesday, March 7, 12
  9. 9. 8Wednesday, March 7, 12
  10. 10. #meetcontent Why is content a challenge? • We don’t value what content does for us • Content needs structure, process and attention • Content is massive, political and time-consuming 9Wednesday, March 7, 12
  11. 11. 10Wednesday, March 7, 12
  12. 12. 11http://www.flickr.com/photos/http2007/1149137981/Wednesday, March 7, 12
  13. 13. #meetcontent Why is content a challenge? • We don’t value what content does for us • Content needs structure, process and attention • Content is massive, political and time-consuming • The web is not print12Wednesday, March 7, 12
  14. 14. Wednesday, March 7, 12
  15. 15. #meetcontent Why is content a challenge? • We don’t value what content does for us • Content needs structure, process and attention • Content is massive, political and time-consuming • The web is not print • Content is difficult to wrangle14Wednesday, March 7, 12
  16. 16. Wednesday, March 7, 12
  17. 17. #meetcontent Content Strategy Can Help16Wednesday, March 7, 12
  18. 18. #meetcontent Content Strategy Can Help17Wednesday, March 7, 12
  19. 19. #meetcontent Content Strategy Can Help • Messaging and communication goals18Wednesday, March 7, 12
  20. 20. #meetcontent Content Strategy Can Help • Messaging and communication goals19Wednesday, March 7, 12
  21. 21. The purpose of content is to communicate.Wednesday, March 7, 12
  22. 22. http://www.flickr.com/photos/pshanks/411196422/21Wednesday, March 7, 12
  23. 23. #meetcontent Brand attributes • Student-centered • Empowering and valuable • Community-minded • Pioneering and resourceful • Welcoming22Wednesday, March 7, 12
  24. 24. #meetcontent23Wednesday, March 7, 12
  25. 25. “ If you dont know what you need to communicate, how will you know if you succeed? Margot Bloomstein Author, Content Strategy at Work24Wednesday, March 7, 12
  26. 26. #meetcontent Content Strategy Can Help • Messaging and communication goals • Content research, audits and analysis25Wednesday, March 7, 12
  27. 27. How do you know what content you need if you don’t know what content you have?Wednesday, March 7, 12
  28. 28. #meetcontent Quantitative Audit • Topics • Content types (text, images, video, slideshow) • Digital assets (photos, podcasts, Flash) • File formats (HTML, PHP, PDF) • Metadata • Content owners27Wednesday, March 7, 12
  29. 29. #meetcontent Qualitative Audit • What does the content say? • Is content accurate? • Is content useful? • Is content used by your audience? • Is content professionally written?28Wednesday, March 7, 12
  30. 30. 29Wednesday, March 7, 12
  31. 31. 29Wednesday, March 7, 12
  32. 32. 30Wednesday, March 7, 12
  33. 33. 30Wednesday, March 7, 12
  34. 34. 30Wednesday, March 7, 12
  35. 35. 31Wednesday, March 7, 12
  36. 36. 31Wednesday, March 7, 12
  37. 37. 32Wednesday, March 7, 12
  38. 38. 32Wednesday, March 7, 12
  39. 39. #meetcontent Content Strategy Can Help • Messaging and communication goals • Content research, audits and analysis • Information architecture33Wednesday, March 7, 12
  40. 40. http://www.flickr.com/photos/cannedtuna/4853380320/34Wednesday, March 7, 12
  41. 41. #meetcontent Content Strategy Can Help • Messaging and communication goals • Content research, audits and analysis • Information architecture • Editorial style and scheduling35Wednesday, March 7, 12
  42. 42. http://www.flickr.com/photos/amanky/2685820917/36Wednesday, March 7, 12
  43. 43. An editorial style guide is a tool. Make it useful.Wednesday, March 7, 12
  44. 44. #meetcontent Editorial Style for the Web • Messaging and • Inline links communication • SEO and findability • Voice and tone • Metadata • Style and usage • Social media • Web writing • Visual communication38Wednesday, March 7, 12
  45. 45. #meetcontent Content Strategy Can Help • Messaging and communication goals • Content research, audits and analysis • Information architecture • Editorial style and scheduling • Governance39Wednesday, March 7, 12
  46. 46. 40Wednesday, March 7, 12
  47. 47. Just as your users’ needs and business goals change, so does your content strategy need to change.Wednesday, March 7, 12
  48. 48. #meetcontent Challenges (and solutions) for higher education • Goals come before tools • Content is a process, not a project • Relationship management is fundamental http://www.flickr.com/photos/ldcross/2563317121/in/photostream/42Wednesday, March 7, 12
  49. 49. #meetcontent Goals come before tools Challenge Solution Mistaking CMS workflow for content strategy.43Wednesday, March 7, 12
  50. 50. http://www.flickr.com/photos/amanky/2685820917/44Wednesday, March 7, 12
  51. 51. #meetcontent Goals come before tools Challenge Solution Mistaking CMS workflow for Using technology to support content strategy. your content plan, not lead it.45Wednesday, March 7, 12
  52. 52. http://www.flickr.com/photos/3059349393/3368092622/46Wednesday, March 7, 12
  53. 53. Content strategy doesn’t start or finish with your CMS.Wednesday, March 7, 12
  54. 54. #meetcontent Goals come before tools Challenge Solution Mistaking CMS workflow for Using technology to support content strategy. your content plan, not lead it. We can publish anything, anytime.48Wednesday, March 7, 12
  55. 55. 49 http://www.flickr.com/photos/usdagov/6772183837/Wednesday, March 7, 12
  56. 56. #meetcontent Goals come before tools Challenge Solution Mistaking CMS workflow for Using technology to support content strategy. your content plan, not lead it. We can publish anything, Publish with intent. anytime.50Wednesday, March 7, 12
  57. 57. 51 http://www.flickr.com/photos/66176388@N00/4260296466/Wednesday, March 7, 12
  58. 58. Effective content lives at the intersection of organizational goals and user needs.Wednesday, March 7, 12
  59. 59. #meetcontent Goals come before tools Challenge Solution Mistaking CMS workflow for Using technology to support content strategy. your content plan, not lead it. We can publish anything, Publish with intent. anytime. Measuring content quality.53Wednesday, March 7, 12
  60. 60. Numbers rarely speak for themselves • 2,000 page views • 70% returning visitors • 80% bounce rateWednesday, March 7, 12
  61. 61. #meetcontent Goals come before tools Challenge Solution Mistaking CMS workflow for Using technology to support content strategy. your content plan, not lead it. We can publish anything, Publish with intent. anytime. Measuring content quality. Establishing content goals and measuring relevant metrics.55Wednesday, March 7, 12
  62. 62. 56 http://www.flickr.com/photos/falcifer/3136673599/Wednesday, March 7, 12
  63. 63. #meetcontent It’s a process, not a project Challenge Solution We regularly create unplanned content.57Wednesday, March 7, 12
  64. 64. 58 http://www.flickr.com/photos/21560098@N06/5886523797/Wednesday, March 7, 12
  65. 65. #meetcontent It’s a process, not a project Challenge Solution We regularly create unplanned Consider your content as part content. of an ecosystem.59Wednesday, March 7, 12
  66. 66. 60 http://www.flickr.com/photos/milanboers/3506644213/Wednesday, March 7, 12
  67. 67. #meetcontent It’s a process, not a project Challenge Solution We regularly create unplanned Consider your content as part content. of an ecosystem. Fixing your content problems with a website redesign.61Wednesday, March 7, 12
  68. 68. 62 http://www.flickr.com/photos/jronaldlee/4477301427/Wednesday, March 7, 12
  69. 69. #meetcontent It’s a process, not a project Challenge Solution We regularly create unplanned Consider your content as part content. of an ecosystem. Fixing your content problems Develop a content governance with a website redesign. plan.63Wednesday, March 7, 12
  70. 70. 64Wednesday, March 7, 12
  71. 71. #meetcontent Content governance • Editorial processes and content workflow • Education and training • Maintenance of web standards • Measurement of content and communication goals65Wednesday, March 7, 12
  72. 72. #meetcontent Relationship management Challenge Solution Content creators are disconnected.66Wednesday, March 7, 12
  73. 73. 67 http://www.flickr.com/photos/stevendepolo/4825345881/Wednesday, March 7, 12
  74. 74. #meetcontent Relationship management Challenge Solution Content creators are Be proactive in joining or disconnected. building a content group.68Wednesday, March 7, 12
  75. 75. Wednesday, March 7, 12
  76. 76. Build internal communities and shared resources to support content work.Wednesday, March 7, 12
  77. 77. #meetcontent Relationship management Challenge Solution Content creators are Be proactive in joining or disconnected. building a content group. Content knowledge gap.71Wednesday, March 7, 12
  78. 78. #meetcontent72Wednesday, March 7, 12
  79. 79. #meetcontent72Wednesday, March 7, 12
  80. 80. #meetcontent73Wednesday, March 7, 12
  81. 81. #meetcontent73Wednesday, March 7, 12
  82. 82. #meetcontent74Wednesday, March 7, 12
  83. 83. #meetcontent74Wednesday, March 7, 12
  84. 84. #meetcontent Relationship management Challenge Solution Content creators are Be proactive in joining or disconnected. building a content group. Content knowledge gap. Share knowledge and purpose up and down the chain.75Wednesday, March 7, 12
  85. 85. http://www.flickr.com/photos/epublishmedia/3685515441/76Wednesday, March 7, 12
  86. 86. #meetcontent Let’s get to work!77Wednesday, March 7, 12
  87. 87. 78Wednesday, March 7, 12
  88. 88. #meetcontent meetcontent.com @meetcontentWednesday, March 7, 12
  89. 89. #meetcontent Mark your calendar! Effective Content Curation Georgy Cohen • April 10, 2012 Cost: Free! (Because we love you.) Sign-up: http://mcont.co/041012webinar80Wednesday, March 7, 12
  90. 90. #meetcontent Questions? Hit us up!Wednesday, March 7, 12
  91. 91. #meetcontent Thank you! Rick Allen Georgy Cohen @epublishmedia @radiofreegeorgyWednesday, March 7, 12

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