Getting Started
with Content
Strategy
Michele Ann Jenkins
Dovecot Studio
ABQLA 2014
Agenda
• How did we get here and where are we going?
• What is Content Strategy and how can it help?
• Understanding where...
Once Upon a Time
robert kelly
The Rise of the Webmaster
Yay?
Quickly, everyone, put
content in the CMS!
Exactly what our users
need!
Art Car Central
Strategy to the Rescue
"Content strategy plans
for the
creation, publication, and
governance of
useful, usable content” –
...
Content Strategy
IA
Content
Model
Taxonomy
Governance
Content
Creation
Maintenance
Editorial
Tone & Voice Style
The Harmonic Balance
Content
Strategy
business
goals
user
expectations
editorial
mission
design
vision
content
production
...
When do you need
Content Strategy?
• During redesigns
• Before migrating to a new system
• When you’re planning for the fu...
UNDERSTANDING YOUR CONTEXT
& CONTENT
Getting Started with Content Strategy
Content Strategy Lifecycle
Strategize
AdaptAudit
Adapted from http://www.dopedata.com/
Questions that Need
Answers:
• Why are we putting content online?
• How do we define “success”?
• How is the website linke...
What is a content audit?
Inventory
What do we have?
Assessment
Is it any good?
Dovecotstudio.com
Audit Goals
• Evaluate quality of content
• Identify ROT*
• Identify gaps & opportunities
• Discover hidden resources
• Id...
Auditing
Can occur at 3 levels
1. Repository level
• What? Where? How much?
 Useful in migrations
2. Collection level
• S...
Example Audit
DEVELOPING A STRATEGY
ROT (a)
• R = redundant
• O = out-dated
• T = trivial
• A = needs more granular
assessment
• Essentially:
• Is it worth ke...
Structure
• What content types do you
have?
• Does each one serve a
clear purpose?
• Do you need to combine or
create new ...
Message, Voice & Tone
“Style guides are interchangeable but voice and tone are
unique.” –Martin Belam
• Voice captures the...
Example: GOV.UK
https://www.gov.uk/design-principles/style-guide
Example: MailChimp
http://voiceandtone.com/
Content Gaps
Customer Journey
Content & Functionality
Opinion
Forming
Conside
ration
Intent Selection Purchase Support Loy...
Now Back to the Audit
• What content needs to be pruned (ROTa)?
• What new content should be created?
• What needs a tone ...
Bringing It All Together:
The Content Strategy Brief
• Messaging
• Style guide
• Voice & Tone guides
• Content Planning
• ...
Content Strategy
isn’t about
content
It’s about
Change Management
WHERE TO LEARN MORE
Resources
• Books
• Halvorson, Kristina; Rach, Melissa. Content Strategy for the Web.
• Wachter-Boettcher, Sara. Content E...
Thank You
Michele Ann Jenkins
michele@dovectostudio.com
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Getting started with Content Strategy / Michele-Ann Jenkins

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L'Association des bibliothécaires du Québec - Quebec Library Association

2014: Bibliothèques et design / Libraries by Design

The table settings are perfect, décor impeccable, the guests are all invited – but where’s the meal? This is the scenario when you’ve harnessed the latest technology, crafted eye-catching visual design, and built great navigation but haven’t allocated the resources needed to craft consistent, useful content. Developing a content strategy can enable your organization to create better content, manage that content throughout its life cycle, and allow you to reuse it appropriately across the channels. We’ll look at how to know where you are with a content audit and gap analysis and plan where you’re going with a practical, effective content strategy.

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  • The table settings are perfect, décor impeccable, the guests are all invited – but where’s the meal?This is the scenario when you’ve harnessed the latest technology, crafted eye-catching visualdesign, and built great navigation but haven’t allocated the resources needed to craft consistent,useful content. Developing a content strategy can enable your organization to create better content, manage that content throughout its lifecycle, and allow you to reuse it appropriately across the channels. We’ll look at how to know where you are with a content audit and gap analysis and plan where you’re going with a practical, effective content strategy.
  • We’ll look at how to know where you are with a content audit and gap analysis and plan where you’re going with a practical, effective content strategy.
  • Everyone in their happy silosMakers/sellers, thinker, content creators, publishersYou made and sold things, you provided services and knowledge work, or created content
  • This lead to bottlenecks – content doesn’t get posted fast enough so either it didn’t get posted at all, or people started creating work arounds – microsites, emailing pdfs, etc, to get their content out there.
  • Can keep these things separate any more
  • How do we have our cake – get content quickly on the web, allow for a distributed editorial process, but create a uniform content experience for users?
  • Kristina is a super hero!Creation – Publication – and GovernanceEverything is ContentNotice she didn’t say “blog posts” or “on a website” I’ll be talking about the web content because that’s where I live – in the digital world, but there’s nothing here that can’t be adapted to real world content too.Web content today also includes videos and images, external files (like PDFs), contact forms, buttons (and other calls to action), maps, data tables, infographics, as well as the copy—titles, slogans, about pages, even error messages.Not just on your organizational website – content that goes out over social media and other channelsBut we also need to consider content that’s not on the web: print products, signs, other communications, even signage!
  • You’ll notice that there’s nothing here about technology – no CMS, XML, or even HTML5 “Technology can’t help you make good decisions; it can only help you implement them. ”An umbrella for things we’ve already been doingTech has, at best, dealt with two of these areas… and sometimes you’ll have marketing claim ownership of some aspects of the editorial processInstead of thinking of it as a black box assembly line where the words are one persons problem, the visual design another, the organization off somewhere on it’s own. We have a way to focus on content more holistically.
  • Rachel Lovingner mentioned the idea of “Harmonic Balance” in her article “
  • Aaron said “a strategy plants a flag for the future and and creates a shared sense of vision that makes it easier to get to that future”End up with a chicken-and-an-egg problem because you need to know about your content and goals in order to do an audit, and you need to audit in order to It’s not easy. It’s not a one time project. You can’t just foist it off on interns – it needs to be owned by SME involved at all levels.
  • Do people know about / use them?Do we use external agencies, or is everything in-house?
  • Lots of different terms – and new ones all the time.
  • Determine if content is supporting key user activitiesRemove or archive unneeded content & simplify user experienceIdentify patterns in content structureDetermine if content is supporting key user activitiesQuality what does it mean for you? t (tone, style, mobile-friendliness)
  • It’s not easy
  • Talk about outdated:Event information that should be archived vs ephemeral Define a clear, specific purpose for each piece of content; evaluate content against this purposeYou’ll be surprised what content might not actually serve a purpose. “About Us” – are you talking about yourself too much?Press releasesBibliographic records
  • Are you professional? Knowledgably? Empathetic? Don’t sound like a robotAlways consider:The content type/situationThe user's likely emotional stateThere’s that everything is content!
  • Tone“We lose trust when we…”
  • Voice guides for each content typeBlogKnowledge BaseNewsletter
  • Need to revisit it yearly… or make it part of the ongoing web process!
  • Strategy is where you want to go…Legacy document… consistency through changesChange ManagementOrganic, living, adaptingThinking long term – adaptive, not reactive
  • Pardon me for not using MLA style
  • Getting started with Content Strategy / Michele-Ann Jenkins

    1. 1. Getting Started with Content Strategy Michele Ann Jenkins Dovecot Studio ABQLA 2014
    2. 2. Agenda • How did we get here and where are we going? • What is Content Strategy and how can it help? • Understanding where you are with a Content Audit • Finding out where you need to go with Content Strategy • Where to learn more All images courtesy of Wikimedia Commons Public domain Creative Commons Share Alike
    3. 3. Once Upon a Time robert kelly
    4. 4. The Rise of the Webmaster
    5. 5. Yay?
    6. 6. Quickly, everyone, put content in the CMS!
    7. 7. Exactly what our users need! Art Car Central
    8. 8. Strategy to the Rescue "Content strategy plans for the creation, publication, and governance of useful, usable content” – Kristina Halvorson Content Strategy for the Web
    9. 9. Content Strategy IA Content Model Taxonomy Governance Content Creation Maintenance Editorial Tone & Voice Style
    10. 10. The Harmonic Balance Content Strategy business goals user expectations editorial mission design vision content production tech capabilities Adapted from “Tinker, Tailor, Content Strategist”
    11. 11. When do you need Content Strategy? • During redesigns • Before migrating to a new system • When you’re planning for the future • Mobile • Tablets • Phablets • Glass • Content APIs • Holographic Implants • Days ending in -y
    12. 12. UNDERSTANDING YOUR CONTEXT & CONTENT Getting Started with Content Strategy
    13. 13. Content Strategy Lifecycle Strategize AdaptAudit Adapted from http://www.dopedata.com/
    14. 14. Questions that Need Answers: • Why are we putting content online? • How do we define “success”? • How is the website linked to those metrics? • How is that measured? • What is our decision-making process for the web? • Do we have any standards and policies? Are they working?
    15. 15. What is a content audit? Inventory What do we have? Assessment Is it any good? Dovecotstudio.com
    16. 16. Audit Goals • Evaluate quality of content • Identify ROT* • Identify gaps & opportunities • Discover hidden resources • Identify opportunities for cross-channel syndication (mobile, social, newsletter, even print) • Identify patterns in content structure • Identify key organizing principals • Identify content owners and workflows to prepare for governance • Assess future-readiness
    17. 17. Auditing Can occur at 3 levels 1. Repository level • What? Where? How much?  Useful in migrations 2. Collection level • Structure, metadata, relationships • Audience & Business Goals  Especially important for taxonomy 3. Document level • Content quality assessment (ROT) • Editorial (tone, style, message) evaluation  Benchmark for content strategy Dovecotstudio.com
    18. 18. Example Audit
    19. 19. DEVELOPING A STRATEGY
    20. 20. ROT (a) • R = redundant • O = out-dated • T = trivial • A = needs more granular assessment • Essentially: • Is it worth keeping? • Does it need updating? • Does it require more evaluation? What is your criteria? Dovecotstudio.com
    21. 21. Structure • What content types do you have? • Does each one serve a clear purpose? • Do you need to combine or create new ones? • Too general limits reuse • Too granular burdens content creators • Do you have the right building blocks?
    22. 22. Message, Voice & Tone “Style guides are interchangeable but voice and tone are unique.” –Martin Belam • Voice captures the personality of an organization • Tone is how you express that voice in different situations • Discover your organizations voice by speaking with the people in it. • Read content from your website out loud. • Do you convey the same values as you do in person? • Even newsletters, press releases, and (even!) forms and error messages?
    23. 23. Example: GOV.UK https://www.gov.uk/design-principles/style-guide
    24. 24. Example: MailChimp http://voiceandtone.com/
    25. 25. Content Gaps Customer Journey Content & Functionality Opinion Forming Conside ration Intent Selection Purchase Support Loyalty About Us Blog Services Product Cate- gories Product Catalog Contact Us Shopping Cart Manuals/ Specs. Referrals Case Studies Suppliers Comments Social Sharing Product Search Product Bundles Contact Us Live Chat Reviews Test- imonials Contact Us
    26. 26. Now Back to the Audit • What content needs to be pruned (ROTa)? • What new content should be created? • What needs a tone / voice / style update? • What content will need to be moved to a new template or restructured? You don’t have to do it all at once… but now you know what you need to do. http://www.dopedata.com/
    27. 27. Bringing It All Together: The Content Strategy Brief • Messaging • Style guide • Voice & Tone guides • Content Planning • Page templates • Channel strategy • Governance • RACI • Editorial calendars • Content workflows
    28. 28. Content Strategy isn’t about content It’s about Change Management
    29. 29. WHERE TO LEARN MORE
    30. 30. Resources • Books • Halvorson, Kristina; Rach, Melissa. Content Strategy for the Web. • Wachter-Boettcher, Sara. Content Everywhere: Strategy and Structure for Future-Ready Content. • Bloomstein, Margot. Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project. • Websites • A List Apart <http://alistapart.com/> • Boxes and Arrows <http://boxesandarrows.com/> • Brain Traffic (Kristina Halvorson) <http://blog.braintraffic.com/> • Podcast • Insert Content Here <https://www.lullabot.com/blog/podcasts/insert-content-here>
    31. 31. Thank You Michele Ann Jenkins michele@dovectostudio.com

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