There Is No "Easy Button" - Why You Need a Content Strategy
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
Our Objective:To design and to help stations fully unlock thepotential of their Bento site migration
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
Crazy Egg shows you heatmaps of user click behaviorWhat are people clicking on? What are people not clicking on?
What Can Your Content Do?• Super-serve your core audience• Reach new audiences• Expose visitors to your unique resources• Build community around specific interests
OPTV Found Opportunityto Focus on Local Content Google’s AdWords Keyword Tool shows you what search engine users are looking for!
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