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DCC content-socitm sw-dec11


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Early thoughts on content strategy to SocITM South West members

Published in: Technology
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DCC content-socitm sw-dec11

  1. 1. Achieving Greater Value from Digital Content Developing a Content Strategy Carl Haggerty – Devon County Council [email_address] twitter: @carlhaggerty
  2. 2. Current Picture <ul><li> </li></ul><ul><li>4 million visitors a year </li></ul><ul><li>Average time on site 2.12 minutes </li></ul><ul><li>Average of 3.44 page views </li></ul><ul><li>Better Connected = 2 stars (Standard) </li></ul><ul><li>Approx over 50 micro sites </li></ul><ul><li>Disconnected but apparently adding value </li></ul>
  3. 3. But…. <ul><li>What do these stats really tell us about the value of the content? </li></ul><ul><li>They tell us that the site is popular or apparently so…(we have a lot of visitors) </li></ul><ul><li>Should we have targets to increase visitor numbers? < Population of Devon = 750,000 </li></ul>
  4. 4. Digging Deeper <ul><li>Majority of people visit 1 page and stay on the site for less than 10 seconds </li></ul><ul><li>We haven’t measured engagement on content </li></ul><ul><li>Mobile and other platforms are increasing in popularity </li></ul><ul><li>We don’t really have “social” content </li></ul>
  5. 5. Some Drivers <ul><li>Uncertain future </li></ul><ul><li>Mixed economy of service provision </li></ul><ul><li>The “Social Web” </li></ul><ul><li>Infrastructure not fit for purpose </li></ul><ul><li>Our thinking has changed </li></ul><ul><li>Towards a “domain” approach </li></ul>
  6. 6. Content approach <ul><li>This is not rocket science </li></ul><ul><li>You may already be doing this yourselves </li></ul><ul><li>We’ve been focused on the wrong things for too long. </li></ul>
  7. 7. Why are we online? Accountability / Democracy
  8. 8. Content Strategy <ul><li>Provides purpose to content and ultimately a domain </li></ul><ul><li>Focuses you on how you manage content not websites </li></ul><ul><li>Focuses you on how you get your content to people, not people to your website </li></ul>
  9. 9. Our Objectives (draft) <ul><li>Improve the quality of engagement with all council content across the web. </li></ul><ul><li>Effectively manage content and increase the ability for all content to be shared and reused by default. </li></ul><ul><li>Reduce duplication and improve the search and access of council content </li></ul><ul><li>Reduce the dependency on a single council website ( ) to communicate, engage and provide information. </li></ul><ul><li>Improve the quality of content through evidence and the involvement of stakeholders. </li></ul><ul><li>Ensure content is concise, structured and has a clear purpose. </li></ul><ul><li>Ensure content is relevant and appropriate for the audience and channel. </li></ul>
  10. 10. <ul><li>ICT Strategy aims for: </li></ul><ul><li>Decoupled layers </li></ul><ul><li>Agile and flexible </li></ul><ul><li>Future proof / fragmented organisation </li></ul>
  11. 11. A network ( or our domain) <ul><li>Sharing common features </li></ul><ul><li>Search </li></ul><ul><li>AtoZ </li></ul><ul><li>Open Standards </li></ul><ul><li>Etc </li></ul>
  12. 12. Some expected benefits <ul><li>Open, accessible, reusable, sharable content by default </li></ul><ul><li>Increased engagement on content </li></ul><ul><li>Increase in take-up of services </li></ul><ul><li>A decoupled infrastructure </li></ul><ul><li>A single flexible domain </li></ul>
  13. 13. It’s a journey and we have only just started
  14. 14. Thank you