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Putting our Best Face Forward - The Business Case for Content Strategy

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Presented as part of the GTA Technology Summit 2017. This presentation is meant for leadership across all levels of government, and will focus on the strategic efforts agency leaders should be working towards as you think about your digital transformation efforts.

Published in: Government & Nonprofit
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Putting our Best Face Forward - The Business Case for Content Strategy

  1. 1. @GeorgiaGovTeam Putting Our Best Face Forward The Business Case for Content Strategy Kendra Skeene
  2. 2. Kendra Skeene Director of Product GeorgiaGov Interactive, GTA
  3. 3. What are your priorities as an agency?
  4. 4. What are your priorities as an agency? ☑ Provide services ☑ Improve public reputation ☑ Reduce budget
  5. 5. Your digital presence (website, social media) can make or break you.
  6. 6. Take control of your image
  7. 7. Take control of your message
  8. 8. Take control of your web content
  9. 9. #GaGOVTalks @GeorgiaGovTeam
  10. 10. #GaGOVTalks @GeorgiaGovTeam 4 Steps to Future-Proof Your Content 1. Add content management to your strategic vision 2. Ensure the right people are on the job. 3. Educate them on what’s needed. 4. Empower them to do their job well.
  11. 11. #GaGOVTalks @GeorgiaGovTeam Success Story: Department of Revenue
  12. 12. Take control of your information
  13. 13. #GaGOVTalks @GeorgiaGovTeam Information needs to be: • Accurate • Written in plain language • Easy to find • Archived when outdated
  14. 14. Step 1: Add content management to your agency’s strategic vision.
  15. 15. Step 2: Ensure the right people are on the job.
  16. 16. Who is responsible for your image?
  17. 17. Who is responsible for your image? Who is in charge of your web content?
  18. 18. #GaGOVTalks @GeorgiaGovTeam Content strategy should NOT be owned by:  IT Department  Administrative assistants  Short term contractors  No owner
  19. 19. #GaGOVTalks @GeorgiaGovTeam Horse designed by a committee
  20. 20. #GaGOVTalks @GeorgiaGovTeam ✔ Communications, or ✔ Whatever you call your Communications Office Content strategy should be owned by:
  21. 21. Who is responsible for your image? If you don’t have someone, hire someone
  22. 22. Step 3: Educate them on what’s needed.
  23. 23. Don’t think pages. Think chunks of information.
  24. 24. #GaGOVTalks @GeorgiaGovTeam
  25. 25. #GaGOVTalks @GeorgiaGovTeam
  26. 26. #GaGOVTalks @GeorgiaGovTeam
  27. 27. #GaGOVTalks @GeorgiaGovTeam
  28. 28. #GaGOVTalks @GeorgiaGovTeam Content strategy skills your agency needs: ✔ Crafting your agency’s voice & tone ✔ Writing in plain-language ✔ Writing keywords, SEO-friendly titles, structured metadata ✔ Ensuring information is up-to-date ✔ Tuning content based on analytics
  29. 29. Introducing: Content Strategist Certification Program
  30. 30. #GaGOVTalks @GeorgiaGovTeam Content Strategy Certification ● Develop Personas ● Map the Customer’s Journey ● Write for the Web ● Analyze Analytics ● Create Accessible Content ● Perform Content Audits
  31. 31. #GaGOVTalks @GeorgiaGovTeam Content Strategy Certification - First Class!
  32. 32. #GaGOVTalks @GeorgiaGovTeam Content strategy - supplement with GeorgiaGov ➔Consultation Services ➔Content Inventory assistance ➔Content Cleanup assistance ➔interactive.georgia.gov/blogs ➔interactive.georgia.gov/how-tos
  33. 33. Step 4: Empower them to do their job well.
  34. 34. #GaGOVTalks @GeorgiaGovTeam Empower them to make content decisions
  35. 35. Your content strategist should be able to say “No” to requests from Leadership
  36. 36. #GaGOVTalks @GeorgiaGovTeam Success Story: Department of Revenue
  37. 37. #GaGOVTalks @GeorgiaGovTeam 503,703 more pageviews (from Nov ‘16- Apr ‘17, compared to Nov ‘15 - Apr ‘16). Motor Vehicle pageviews: 8% increase
  38. 38. #GaGOVTalks @GeorgiaGovTeam Dept of Revenue
  39. 39. #GaGOVTalks @GeorgiaGovTeam Goal: Decrease in calls
  40. 40. #GaGOVTalks @GeorgiaGovTeam Motor Vehicle Call Center Total Calls, Oct ‘16 - Mar ‘17
  41. 41. #GaGOVTalks @GeorgiaGovTeam Motor Vehicle Call Center General Info Oct ‘16 - Mar ‘17
  42. 42. #GaGOVTalks @GeorgiaGovTeam
  43. 43. #GaGOVTalks @GeorgiaGovTeam Motor Vehicle Call Center Address Change Oct ‘16 - Mar ‘17
  44. 44. #GaGOVTalks @GeorgiaGovTeam
  45. 45. It’s time to set direction.
  46. 46. #GaGOVTalks @GeorgiaGovTeam Recap: Future-Proof Your Content 1. Add content strategy to your strategic vision 2. Get the right people 3. Educate them 4. Empower them
  47. 47. #GaGOVTalks @GeorgiaGovTeam Thank You! Connect with us: interactive.georgia.gov

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