Gov 2 0 may_25_2010_


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Content Strategy: Getting Your Online Content Under Control

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  • Hiya. My name is Meghan Casey and I’m a content strategist at Brain Traffic based in Minneapolis. Been working specifically on the web for about five years, but have been in the marketing/communications field for 15, have worked for or with non-profits, government agencies, corporations, marketing agencies, etc. Let’s talk about you. Raise your hand if your work is pretty much all focused on the web. Raise your hand if web stuff is just one part of your job. Thought so. I hope that today, I can give you some good information and tips to help the web part of your job go a little more smoothly.
  • Has anyone seen Wall-E? At work recently, we were talking about the parallels between the movie and content strategy. Really. Humans created a lot of junk that needs to be cleaned up – The state of content on the web today Humans boarded a spaceship and left the robots to clean up the content – Sometimes I think of the spaceship as the next big thing that you really can’t do well until you have your content under control Accident leaves one conscientious robot to do the job of many – YOU Robot tries his best to clean up the mess and puts it in his little compactor tummy to turn into tidy cubes – a CMS – if you put junk in a CMS, junk still comes out. Robot every now and again finds something amazing that he takes home in his little cooler to keep – Good content – the kind we strive to create Robot meets probe robot EVE and shares with her the keepsakes he found in the junk – Content people want to share
  • Content is anything, anywhere that: Informs
  • Instructs
  • Entertains.
  • Or does all three. This is a little quote from my dad when I was bugging him about something recently. It’s informative Instructional AND Entertaining
  • Online content is text, which can be Plain old page copy
  • Links
  • Labels
  • Alt text
  • Instructional copy
  • Forms
  • Search results
  • Meta data
  • Error messages User generated content, ads, etc.
  • Online content is also video and animation
  • Images and infographics
  • Audio
  • A good strategy does these five things: Provides clarity Leads to informed recommendations – no cookie cutters Facilitates smart decision making Documents the action plan Guides implementation
  • Content strategy is all about creating, delivering, and governing CONTENT PEOPLE CARE ABOUT. Keep in mind that caring about content doesn’t necessarily mean it’s the best content they’ve ever seen. It’s more about finding what they were looking for or being able to do what they came to do, even if that was something un fun like paying a parking ticket.
  • Most people come to a website with a specific purpose in mind: I need information about tax breaks for students. I need to renew my license tabs. They want to learn or do something. Ensuring users can find what they came for easily or accomplish their task with minimal hassle is what makes a website successful.
  • People on one hand expect you to be archaic, beaurucratic and slow, but on the other hand they expect to be able to do or find anything online. They also feel that because they pay taxes, you “owe them.” And, they know you have a mission to fulfill. People expect a lot from government agencies because: They are used to being able to do or find pretty much anything online. They feel entitled because they pay taxes. They know you have a mission you’re required to fulfill.
  • In general, there are three types of communication on websites. Promotion, Information Dissemination, Interaction/Transaction. Most sites do a combination of the three.
  • The Census site has: Promotional messages to persuade you to participate Informational content to tell you why the Census is important Content to get you to interact with the site or the Census
  • This landing page for the House of Representatives is more information dissemination: Here’s a bunch of links – Hope you can find what you’re looking for.
  • And this specific page on the DC Departmetn of Motor vehicles is all about the transaction.
  • So, this is a pretty typical process for launching a website or even making improvements to an existing website. Then, right toward the end of design, somebody usually realizes that the content is NOT under control. That’s bad.
  • Because these are all the things that result from thinking about the content too late. You know, the content … The reason people come to your website.
  • When you don’t think about the content, you end up with site maps that have a lot of these on them. No one has taken the time to figure out what you need to talk about and how many pages it takes to do it effectively.
  • Or this. You’ve probably seen this. Design mock up. Oooh, looks great. Actual copy in design. Hmmmm. Doesn’t really work any more. The designer didn’t know what kind of content needed to be accommodated.
  • Or you get a home page like this. Because everyone thought their content needed prime real estate on the home page. You appeased them all. Well everyone, but the user. Who has no idea where to look. And then, if they decide to scroll down the page, they might find something at the very bottom that applies to them. But, they’ve probably already left.
  • Here you see something interesting under What’s New about the Google Book Settlement. Let’s see what that’s all about.
  • Hmm, it’s from 8 months ago. Not so new. No one had a plan for updating the content.
  • Here is some very important information about renewing your drivers’ license. Ugh. It’s dense. I don’t want to read it. Just take me to where I fill out the form. Is this what I’m supposed to click on? This, down here, with no real call to action?
  • And here, no one thought about the error messages until just before launch. So, they just used generic ones and thought they’d explain them in the Frequently Asked Questions. Not useful. Not at all. A quick note about FAQs themselves .. to me, they signify that you haven’t taken the time to put the right content in the right place and have left it up to the user to go digging for that bit of information they are looking for.
  • Anyone else a spinal tap fan. I couldn’t resist when I realized I had precisely 11 tips. When putting these together, I really wanted to give you things that you could use whether you are launching a new site or working with one that already exists. So, let’s get started.
  • I started a content strategy meet up group in Minneapolis. There are about 20 of them around the country. One of the things we discuss at almost every meeting is: How do you convince “the powers that be” that content strategy is necessary. It’s a time commitment, it’s a money commitment, so you need to give them something that proves it will be worthwhile. You need a rally cry. You may have more than one. For the finance peeps, it might need to be tied specifcally to dollars. For your business partners, it might need to be about how the site isn’t meeting users’ needs. For the business strategist crowd, it’s probably more about how the site isn’t helping you achieve your business goals.
  • A couple examples from people I know or work with: Anyone want to share what their rally cry or cries might be?
  • When we work with clients, the very first thing we do for every project – whether we actually give it to the client or not – is audit their website. How many pages are there? How is it organized? What else is on the site – PDFs, Videos, Etc.? Etc. When we do give it to our clients, most are amazed and surprised by how much content they have. At the very least, you want to document the hierarcy of the site with page IDs, the title of each page, and the URL for each page. If you have the time, you can dig in further: How does each page relate to other pages – such as, what links are on the page and where do they go?, When was the page updated last, who owns the page, what else do you know about the page – Things like – this page was created for a direct marketing campaign and never taken down.
  • So, users for the Animal Care and Control websites are probably: Pet owners who need to buy or renew a license. People considering getting a new pet and need to know the rules People who found a stray pet and need to know what to do. People who want to report a problem pet – barking, biting, etc. Put yourself in their shoes – or brains – and ask some simple questions. It might be all the info you need .
  • You can create a simple chart. Or put big post its on the board and ask people to go to each one and assign their rating with little sticky dots. But, make them prioritize by limiting the number of dots they get. Going back to our example business goal of increasing operational
  • Because people come for the content, it’s important to have a clear understanding of well, what you’re talking about.
  • Your content compass is not external messages you put out there for the world to see. It’s an internal guidepost to help you make content decisions. Walk through example. Tie to message map.
  • Walk through. Users should be able to look at your site and understand at a high level what your content compass is.
  • Let’s try it with a couple sites … What story is this site telling? Or what message does it want me to “get”?
  • This is how you use site metrics. They don’t measure the business success of your site. But they do help you diagnose and prioritize.
  • Gov 2 0 may_25_2010_

    1. 1. Get Your Online Content Under Control: Content Strategy For The Public Sector Gov 2.0 Expo | May 25, 2010 8.21.2009 |
    2. 2. <ul><li>Meghan Casey </li></ul><ul><li>Content Strategist, Brain Traffic </li></ul><ul><li>Now who might you be? </li></ul><ul><li>INTRODUCTIONS </li></ul>
    3. 4. <ul><li>WHAT IS CONTENT? </li></ul>
    4. 5. <ul><li>WHAT IS CONTENT? </li></ul>
    5. 6. <ul><li>WHAT IS CONTENT? </li></ul>I say funny stuff.
    6. 7. <ul><li>WHAT IS CONTENT? </li></ul>You’re a nice lady. And I love you. But, you need to be quiet now. Informative Instructional Entertaining Source: My dad
    7. 8. ONLINE CONTENT IS: Text
    8. 9. ONLINE CONTENT IS: Text
    9. 10. ONLINE CONTENT IS: Text
    10. 11. ONLINE CONTENT IS: Text
    11. 12. ONLINE CONTENT IS: Text
    12. 13. ONLINE CONTENT IS: Text
    13. 14. ONLINE CONTENT IS: Text
    14. 15. ONLINE CONTENT IS: Text
    15. 16. ONLINE CONTENT IS: Text
    16. 17. ONLINE CONTENT IS: Video and animation Text
    17. 18. ONLINE CONTENT IS: Video and animation Text Images
    18. 19. ONLINE CONTENT IS: Video and animation Audio Text Images
    19. 20. <ul><li>A plan for obtaining a specific goal </li></ul><ul><li>or result. </li></ul><ul><li>WHAT IS A STRATEGY ? </li></ul>
    20. 21. <ul><li>Provides clarity </li></ul><ul><li>Leads to informed recommendations </li></ul><ul><li>Facilitates smart decision making </li></ul><ul><li>Documents the action plan </li></ul><ul><li>Guides implementation </li></ul><ul><li>WHAT DOES A STRATEGY DO ? </li></ul>
    21. 22. <ul><li>The practice for the creation , delivery , and governance of content people care about . </li></ul><ul><li>WHAT IS CONTENT STRATEGY? </li></ul>
    22. 23. <ul><li>Four key components: </li></ul><ul><li>Substance </li></ul><ul><li>Structure </li></ul><ul><li>Workflow </li></ul><ul><li>Governance </li></ul><ul><li>WHAT IS CONTENT STRATEGY? </li></ul>Content People
    23. 24. <ul><li>Ensures content is: </li></ul><ul><li>Useful </li></ul><ul><li>Usable </li></ul><ul><li>Purposeful </li></ul><ul><li>Profitable </li></ul><ul><li>WHAT DOES CONTENT STRATEGY DO ? </li></ul>User benefits Business benefits
    24. 25. <ul><li>NOT JUST … </li></ul><ul><ul><li>What </li></ul></ul>
    25. 26. <ul><li>BUT … </li></ul><ul><ul><li>What </li></ul></ul><ul><ul><li>Why </li></ul></ul><ul><ul><li>How </li></ul></ul><ul><ul><li>For whom </li></ul></ul><ul><ul><li>By whom </li></ul></ul><ul><ul><li>With what </li></ul></ul><ul><ul><li>When </li></ul></ul><ul><ul><li>Where </li></ul></ul><ul><ul><li>How often </li></ul></ul><ul><ul><li>What next </li></ul></ul>
    26. 27. <ul><li>Q: Why Content Strategy? </li></ul><ul><li>A: They Come For The Content. </li></ul>
    27. 28. “ <ul><li>The single most important thing most websites can offer to their users is content that those users will find valuable. </li></ul><ul><li>— The Elements of User Experience </li></ul><ul><li>Jesse James Garrett </li></ul>
    28. 29. “ … the heart of government websites is accomplishing the mission. —
    29. 34. Um, has anyone thought about the content?
    30. 35. IMPACT OF 11 th -HOUR CONTENT <ul><li>Rework </li></ul><ul><li>Delayed timelines </li></ul><ul><li>Budget drains </li></ul><ul><li>Bad content </li></ul><ul><li>Bad usability </li></ul><ul><li>Frustrated stakeholders </li></ul><ul><li>Stressed employees </li></ul><ul><li>Unhappy users </li></ul><ul><li>Unsuccessful project </li></ul>
    31. 43. <ul><li>THESE TIPS GO TO ELEVEN </li></ul>
    32. 44. <ul><li>Control Your Content: Tip #1 </li></ul><ul><li>Write your rally cry. </li></ul>We need content strategy because …
    33. 45. <ul><li>We need content strategy because rewriting content that could be reused is costing us money. </li></ul><ul><li>- Matthew Rocki, Bottomline Technologies </li></ul>We need content strategy because we have a ton of useful information, but the people who need it can’t find it. - Anne Condon, OptumHealth Financial Services
    34. 46. <ul><li>Control Your Content: Tip #2 </li></ul><ul><li>Find out what you have. </li></ul><ul><li>Conduct a website audit: </li></ul><ul><li>Page IDs </li></ul><ul><li>Page titles </li></ul><ul><li>URLs </li></ul><ul><li>Related content </li></ul><ul><li>Update history </li></ul><ul><li>Ownership </li></ul><ul><li>Relevant notes </li></ul>
    35. 47. <ul><li>What is it about? </li></ul><ul><li>Where does it live? </li></ul><ul><li>When do you use it? </li></ul><ul><li>Who is it for? </li></ul><ul><li>Why did you create it? </li></ul><ul><li>How does it all fit together? </li></ul><ul><li>COMMUNICATIONS ECOSYSTEM </li></ul>
    36. 48. 10.06.2009 | DON’T FORGET THE PEOPLE
    37. 49. <ul><li>Control Your Content: Tip #3 </li></ul><ul><li>Start a conversation. </li></ul>Ask: If you could change one thing about the website, what would it be? What are your challenges or pain points related to our website? How could the website help our organization and users better? What’s the most frequent comment you hear about our website?
    38. 50. <ul><li>Control Your Content: Tip #5 </li></ul><ul><li>Define your core purpose. </li></ul>Our website exists to …
    39. 51. <ul><li>But, First Ask … </li></ul>
    40. 52. <ul><li>WHAT DO YOU WANT TO ACHIEVE? </li></ul><ul><li>Business Goals </li></ul><ul><li>Website Objectives </li></ul><ul><li>Success Factors </li></ul>
    41. 53. <ul><li>Anytown USA, Animal Care & Control </li></ul>Business Goal Increase operational efficiency of pet licensing unit. <ul><li>Related Website Objectives </li></ul><ul><li>Provide easy-to-find and easy-to-understand information about pet licenses. </li></ul><ul><li>Make it easy to apply for licenses online. </li></ul><ul><li>Associated Success Factors </li></ul><ul><li>Reduction in customer service calls and emails about pet licensing </li></ul><ul><li>Increase in online pet license applications </li></ul>
    42. 54. <ul><li>Brand guidelines </li></ul><ul><li>Existing content </li></ul><ul><li>Stakeholders </li></ul><ul><li>Technology </li></ul><ul><li>Resources </li></ul><ul><li>Requirements </li></ul><ul><li>WHAT IMPACTS YOUR CONTENT? </li></ul><ul><li>Site analytics </li></ul><ul><li>Users </li></ul><ul><li>Competitors </li></ul><ul><li>Trends </li></ul><ul><li>External influencers </li></ul>
    43. 55. <ul><li>Control Your Content: Tip #5 </li></ul><ul><li>Become a profiler. </li></ul>Determine: Who are your target users? What do they know about you? How do they find you? What do you know about them? What do they come to the site to do? What content will interest them most? What happens if they don’t find or do what they came for?
    44. 56. YOU
    45. 57. YOU USERS’ BRAINS
    46. 58. <ul><li>NOW … What’s Your Core Purpose? </li></ul>The Anytown USA’s Animal Care and Control Department website exists to make the community safe for residents and pets.
    47. 59. <ul><li>Control Your Content: Tip #6 </li></ul><ul><li>Make a wish list. </li></ul>Then … rank it: Supports business goal? Helps achieve website objective? Fills a user need? Have resources to support it? 1 = No 2 = Sorta 3 = Yes
    48. 60. Create dog selector tool Improve online licensing process Launch live chat for customer service Create interactive dog friendly establishment map User Need Business Goal Site Objective Resources 1 2 1 1 5 3 3 3 2 11 1 3 2 1 7 1 2 1 1 5
    49. 62. <ul><li>Control Your Content: Tip #7 </li></ul><ul><li>Set your content compass. </li></ul>What story should your website tell? 1 second 10 seconds 2 minutes
    50. 66. <ul><li>Control Your Content: Tip #8 </li></ul><ul><li>Diagnose and Fix. </li></ul><ul><li>Analyze for: </li></ul><ul><li>Business objective </li></ul><ul><li>Target audience </li></ul><ul><li>Message clarity </li></ul><ul><li>Content quality </li></ul><ul><li>Timeliness </li></ul><ul><li>Functional performance </li></ul><ul><li>Metrics </li></ul>
    51. 68. <ul><li>Frequently visited pages </li></ul><ul><li>Ineffective calls to action </li></ul><ul><li>Pages with high bounce rates </li></ul><ul><li>Drop off rates </li></ul><ul><li>Closely tied to success factors </li></ul>
    52. 69. <ul><li>Control Your Content: Tip #9 </li></ul><ul><li>Get your gavel. </li></ul><ul><li>Establish governance by: </li></ul><ul><li>Create tools </li></ul><ul><ul><li>Core purpose and charter </li></ul></ul><ul><ul><li>Guidelines </li></ul></ul><ul><ul><li>Workflow </li></ul></ul><ul><ul><li>Roles and responsibilities </li></ul></ul><ul><li>Communicate with stakeholders </li></ul><ul><ul><li>Get alignment </li></ul></ul><ul><ul><li>Check in regularly </li></ul></ul>1 second 2 minutes
    53. 71. I’m out of date. No one likes me. I’m new here. Sorry, I was wrong.
    54. 72. <ul><li>Control Your Content: Tip #10 </li></ul><ul><li>Plan for changes. </li></ul>JJJJ 1 second 10 seconds 2 minutes
    55. 73. Reactive Proactive
    56. 74. <ul><li>Control Your Content: Tip #11 </li></ul><ul><li>Put it on the calendar. </li></ul>An editorial calendar helps you: Integrate with other online and offline communications/campaigns Keep your content fresh and relevant Avoid embarrassing out-of-date content Demonstrate how much you’re doing Say no to errant content requests 2 minutes
    57. 76. <ul><li>Questions? </li></ul>
    58. 77. <ul><li>e [email_address] </li></ul><ul><li>w </li></ul><ul><li>t @meghscase </li></ul><ul><li>THANKS. </li></ul>
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