There Is No "Easy Button" - Why You Need a Content Strategy

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  • Xenulinksleuth for PC; Integrity for Mac, OMA
  • There Is No "Easy Button" - Why You Need a Content Strategy

    1. 1. There Is No “Easy Button”A Content Migration Strategy Story Dan Haggerty, Manager of Digital Analytics, PBS @danhaggerty Brent Slane, Webmaster, Ozarks Public Television @brentslane Melanie Phung, Director of New Media, PBS @melaniephung
    2. 2. Task: Prepare OPTV for Site Migration
    3. 3. Task: Prepare OPTV for Site Migration
    4. 4. Why a Content Strategy Project?
    5. 5. The New Website Should Be…More Than a Slicker ThemeMore Than a New Backend System… a Better Site
    6. 6. The New Website Should Be…More Than a Slicker ThemeMore Than a New Backend System… a Better Site
    7. 7. The New Website Should Be…More Than a Slicker ThemeMore Than a New Backend System… a Better Site
    8. 8. Website migrations can be
    9. 9. Website migrations can beOverwhelming
    10. 10. Website migrations can bePolitical
    11. 11. Website migrations can beCostly
    12. 12. Website migrations can beAnxiety inducing
    13. 13. Website migrations can beA Big Opportunity!
    14. 14. Our Objective:To design and to help stations fully unlock thepotential of their Bento site migration
    15. 15. What We Delivered• Content Inventory and Audit• Digital Measurement Model• Google Analytics Dashboard• Content Opportunity Research• User Behavior Insights• New Sitemap• Content Workflow and Governance
    16. 16. Bento Implementation Trainings
    17. 17. What We Learned• A CMS is not magic• You have to understand your content• The team must be accountable• Keep it simple, get started, evaluate, iterate
    18. 18. I. Your CMS Is Not Magic
    19. 19. No matter how awesome the technology…
    20. 20. … A CMS is not a content strategy.
    21. 21. Strategy is defined byEnds, Ways, and Means
    22. 22. In Other Words:Goals = Tactics + Resources
    23. 23. Successful Strategy RequiresAction, measurement and refinement
    24. 24. With that framework in place, the next step is to …
    25. 25. II. Understand Your Content
    26. 26. No matter how awesome the technology…
    27. 27. … A CMS is not a website either!
    28. 28. A CMS is a publishing tool
    29. 29. But what should you publish?
    30. 30. Do you knowWhat’s working now?
    31. 31. Do you knowWhat’s not working now?
    32. 32. Do you even knowWhat’s on your website?
    33. 33. Making plans tomigrate a 20-page site
    34. 34. Realizing you have tomigrate a 200-page site  :(
    35. 35. A Content Audit Can be Eye-Opening! Use tools like Screaming Frog to inventory the pages on your site
    36. 36. Can your audience find your priority content?
    37. 37. Crazy Egg shows you heatmaps of user click behaviorWhat are people clicking on? What are people not clicking on?
    38. 38. What Can Your Content Do?• Super-serve your core audience• Reach new audiences• Expose visitors to your unique resources• Build community around specific interests
    39. 39. OPTV Found Opportunityto Focus on Local Content Google’s AdWords Keyword Tool shows you what search engine users are looking for!
    40. 40. We Reorganized Content to Better Serve Users and Station Goals For Kids Events Home Programs Local Focus Explore theTV schedule Watch Video Support OPTV About OPTV A to Z /OPTV Originals Ozarks OzarksWatch The War Ozarks Music Donate Video Magazine Benefits of National Parks Jeff City Journal Ozarks History Membership Sense of Community Ozarks Sports Thank You Gifts Racing in the Ozarks Nature TeleAuction Ozarks Route 66
    41. 41. While always referringback to the strategy!
    42. 42. How do you know what’s working?
    43. 43. You learn what’s workingby measuring
    44. 44. by measuring the right things
    45. 45. by measuring specific things
    46. 46. by measuring actionable things
    47. 47. by measuring against targets
    48. 48. KPI Dashboard
    49. 49. Result: Social Media Referrals : )
    50. 50. Result: Non-Social Referral Traffic : )
    51. 51. Understanding your content, itspurpose, and its audienceallows you to:Promote content effectivelyServe your audience betterKeep focused on your goalsDo more of what works
    52. 52. Understanding your content, itspurpose, and its audienceallows you to:Promote content effectivelyServe your audience betterKeep focused on your goalsDo more of what works
    53. 53. Understanding your content, itspurpose, and its audienceallows you to:Promote content effectivelyServe your audience betterKeep focused on your goalsDo more of what works
    54. 54. Understanding your content, itspurpose, and its audienceallows you to:Promote content effectivelyServe your audience betterKeep focused on your goalsDo more of what works
    55. 55. III. Keep the Team Accountable
    56. 56. Responsibility for the site and its successcan’t belong to only one person.
    57. 57. Better Site Management
    58. 58. Training
    59. 59. Workflow, Roles, Governance
    60. 60. Standardized Reports
    61. 61. Buy-in on the Big Picture
    62. 62. IV. Keep it simple, get started, evaluate, iterate
    63. 63. Get started
    64. 64. Do more of what’s working
    65. 65. Iterate based upon outcomes
    66. 66. 4 “Easy” Steps for Success• Realize your CMS is not magic• Work to understand your content• Make the whole team accountable• Keep it simple, get started, evaluate, iterate
    67. 67. Thank You!Dan Haggerty, Manager of Digital Analytics, PBS@danhaggertyBrent Slane, Webmaster, Ozarks Public Television@brentslaneMelanie Phung, Director of New Media, PBS@melaniephung

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