A practical guide to content strategy in higher education

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Learn from real-life case studies of content strategy in action and find out how you can use the same tools and techniques in your own organisation to plan, create and deliver better content.

Slide deck last updated March 2016

Published in: Education, Technology

A practical guide to content strategy in higher education

  1. 1. A practical guide to content strategy in higher education UPDATED MARCH 2016 IWMW13
  2. 2. My name is Richard Prowse, and I’m Head of Content at the University of Bath. I lead a seven-strong team responsible for bath.ac.uk. For the past ten years, I’ve led on digital content efforts at top-ranking English universities. I’m Co-founder of Bath’s first content meet up. I also blog and speak on the subject ofAgile content development, content strategy and user experience. Hello
  3. 3. The dream
  4. 4. Content first
  5. 5. The reality
  6. 6. Fixing content is hard
  7. 7. The answer
  8. 8. “Content strategy plans for the creation, publication, and governance of useful, usable content.” Kristina Halvorson. 
 “The Discipline of Content Strategy”AListApart.com IMAGE: FLICKR.COM/PHOTOS/SUPERPOPE/4835759214 CC BY 2.0
  9. 9. Assess the current state of your content
  10. 10. Content inventories and audits An inventory of bath.ac.uk/study Dashboard summarising the findings of a content inventory
  11. 11. Web and search engine analytics Google dashboard for bath.ac.uk
  12. 12. Editorial priorities of top-ranking universities on 15 January 2015 Benchmark
  13. 13. User research Guerrilla testing on content item navigation
  14. 14. Deliver the future state of your content
  15. 15. Digital Roadmap University of Bath Digital Roadmap, including content strategy
  16. 16. Governance University of Bath Student recruitment digital content strategy Student Recruitment Editorial Group - Terms of reference
  17. 17. Standards University of Bath Content quality checklist - based on gov.uk’s Content quality spot checks
  18. 18. Guidelines University of Bath Editorial style guide University of Bath Content design guidance - Creating a Guide
  19. 19. User Experience Prospective undergraduate user journey Asaprospectivestudent Iwanttosearchforengineeringcourses SothatIcanfindoutwhatIcanstudyatBath
  20. 20. The Publisher - a monthly newsletter sent to Editors Bath Content Meetup 
 supported by the University of Bath’s Digital team Training
  21. 21. Platform University of Bath Content Publisher
  22. 22. Tools Editorial calendar for first year undergraduate students in Flow
  23. 23. Processes University of Bath content maintenance process Doing ReviewAgreed and queued Task Task Task There are two types of tasks: tasks which require subject expertise and tasks that can be completed by anybody. Tasks are sorted in order of priority. You should select the card at the top of the queue, even if you’re assigned to other tasks. When you begin work on the task, assign yourself and move the card to ‘Doing’. You should only work on one task at a time. When you complete work on a task move the card to ‘Review’.Ask a member of the team to check your work. If you need more information to complete the work, move the card to ‘Queried’ and contact the content owner. If the owner does not respond your request for more information in a week, you should send a follow-up email. If you do not receive a response within three weeks, you should move the task to ‘Stopped’. Done If you’ve been asked to review a task, assign yourself to the card. It is your responsibility to correct minor errors. After completing the review checklist publish the page and move the task to ‘Done’. If you find major issues with the content, notify the member of the team who worked on the task, reassign it to them and move the card to the bottom of the ‘Agreed and Queued’ column. Major issue identified Task 1 2 3 Task Task Task
  24. 24. Q&A
  25. 25. Further reading
  26. 26. Talk HELLO@CONTENTBEAR.UK Learn from real-life case studies of content strategy in action and find out how you can use the same tools and techniques in your own organisation to plan, create and deliver better content. A practical guide to content strategy in higher education

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