Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Building Your Own Content Strategy Roadmap

1,342 views

Published on

Your website is filled with content––but does it have a purpose? Does it help your association meet its strategic goals, increase member value, or help members grow in their own professions? Once you have a content strategy, you’ll be able to understand and articulate why content should exist. You’ll be able to use this to assess the content you already have, and make sure your staff and members create smart, actionable content in the future. Further, you will understand how to leverage today’s and tomorrow’s technologies, so your association’s content can be found and used anywhere, on any device. Join top association content strategists to learn how to put together a content strategy that works for your organization. Learn how you can incorporate content strategy tactics and processes into what you do now.

Published in: Technology

Building Your Own Content Strategy Roadmap

  1. 1. Build Your
 Content Strategy
 Roadmap h"p://echa.europa.eu/addressing-­‐chemicals-­‐of-­‐concern/substances-­‐of-­‐poten8al-­‐concern/svhc-­‐roadmap-­‐to-­‐2020-­‐implementa8on  
  2. 2. h"p://echa.europa.eu/addressing-­‐chemicals-­‐of-­‐concern/substances-­‐of-­‐poten8al-­‐concern/svhc-­‐roadmap-­‐to-­‐2020-­‐implementa8on   Content Strategy Roadmap 1.  Discovery 2.  Content audit and assessment 3.  Comparative content analysis * 4.  Empathy-based audience personas * 5.  Content creation and publishing guidelines 6.  Roles, lifecycles, workflow, governance 7.  Taxonomy 8.  Content transformation and migration 9.  Content marketing and promotions 10.  Handoff, next steps * Sometimes considered optional
  3. 3. Introduction 
 to 
 Content Strategy
  4. 4. Content strategy challenges •  Findability •  Voice •  Ownership •  Policies •  Practices
  5. 5. Worst practices •  Language/jargon •  Prioritized promotion •  Content hoarding •  Bad editorial processes •  New content missing •  Different content on different channels
  6. 6. ©  Don  Graham,  1998,  Flickr  
  7. 7. •  Who, what, when, where, why, and how of publishing content online
 •  A strategic statement tying content to business goals 
 •  The people, processes, and power to execute that statement
  8. 8. Policies and guidelines + Audience understanding + Business knowledge =
  9. 9. 11  
  10. 10. What  is  “content”?  
  11. 11. Content is… Event Product Class Program Research
  12. 12. Format is less significant Web pages Blog posts Infographics Images PDFs Video Audio
  13. 13. Content is… Event Product Class Program Research
  14. 14. Content strategy is… Event Strategy Product Strategy Class Strategy Program Strategy Research Strategy
  15. 15. Content is political
  16. 16. Content is… Event Product Class Program Research
  17. 17. Content is… My Event My Product My Class My Program My Research
  18. 18. 20  
  19. 19. “Every pixel has an owner.” – Paul Ford, former web editor 
 at Harper’s magazine
  20. 20. “It is difficult to get a man to understand something, 
 when his salary depends upon 
 his not understanding it.” – Upton Sinclair, 1935
  21. 21. 23   h"p://www.amazon.com/Have-­‐Always-­‐Done-­‐That-­‐Way/dp/184728857X/  
  22. 22. Department Message Audience Department Message Audience Department Message Audience Department Message Audience Old thinking
  23. 23. Organization: Programs, offerings Audience Messages Audience Audience Audience New thinking
  24. 24. 26  
  25. 25. 27   Content strategy 
 is
 CHANGE MANAGEMENT  
  26. 26. 28   User experience 
 is
 CHANGE MANAGEMENT  
  27. 27. 29   Digital 
 is
 CHANGE MANAGEMENT  
  28. 28. •  290-­‐page  PDF   •  Updated  every  year  
  29. 29. •  Where  is  the  member  handbook?  
  30. 30. How do I do content strategy?
  31. 31. Where do I start?
  32. 32. Discovery h"p://www.amnh.org/exhibi8ons/permanent-­‐exhibi8ons/discovery-­‐room  
  33. 33. h"ps://www.flickr.com/photos/emmm_weee/15048086753   h"ps://www.flickr.com/photos/emmm_weee/15048086753   h"ps://www.flickr.com/photos/emmm_weee/15048086753  
  34. 34. •    h"ps://www.flickr.com/photos/studiocurve/13080208/   •  h"ps://www.flickr.com/photos/moohcowh/2596366618  
  35. 35. h"ps://www.flickr.com/photos/bunny/1985272127  
  36. 36. Where you’re going •  Goals  &  measures  of  success   1 4  2   5  3  
  37. 37. How you’ll get there •  Which  channels  will  help  you  achieve  success?   1   4  2   5  3  
  38. 38. How long and how much •  Deadline,  budget,  resources     (staff,  skills,  priori8es)   1   4  2   5  3
  39. 39. Who’s going with you •  Who is your audience? •  What do they want? 1   4  2   5  3  
  40. 40. What you’ll take •  What content do you have? •  What needs to be created? 1   4  2   53  
  41. 41. •  https://www.flickr.com/photos/cognizant-worldwide/15808428981 •  https://www.flickr.com/photos/pennstatelive/5415994846
  42. 42. h"ps://www.flickr.com/photos/xoques/3758640007   Strategy Statement
  43. 43. The  <Organiza8on>’s  social  intranet  will:       Collect  and  surface/curate  cri8cal,  relevant  editorial  content  created  by   appropriate  <organiza8on>  corporate  departments,  divisions  and   employees.       Enable  and  mo8vate  employees  to  connect,  interact  and  collaborate  via   social  features.       Foster  a  culture  of  innova8on.  
  44. 44. We  will  develop  and  maintain  content  that  helps  people  prac8ce   and  enjoy  the  arts.  
  45. 45. NAMI.org  will  advance  the  NAMI  movement  by  recrui8ng  and   mo8va8ng  supporters  and  ambassadors  to:   –  educate  themselves  and  others  about  mental  illness  and   recovery   –  find  and  access  support   –  contribute  by  dona8ng,  walking,  engaging,  joining   –  take  ac8on  by  advoca8ng,  par8cipa8ng,  volunteering,  and   sharing  their  stories  
  46. 46. Create a strategy statement < O r g a n i z a t i o n > o f f e r s _ _ _ _ _ _ _ , _ _ _ _ _ _ _ c o n t e n t t h a t h e l p s t h e m _ _ _ _ _ _ _ _ _ _ _ _ _ a n d _ _ _ _ _ _ _ _ _ _ _ _ _ b y m a k i n g _ _ _ _ _ _ _ _ f e e l _ _ _ _ _ _ _ , _ _ _ _ _ _ _ , a n d _ _ _ _ _ _ _ , a n d c o n v i n c i n g t h e m t o _ _ _ _ _ _ _ _ _ _ _ _ _ a n d _ _ _ _ _ _ _ _ _ _ _ _ _ . adjec8ve   adjec8ve   accomplish  goal   accomplish  goal   audience   adjec8ve   adjec8ve  adjec8ve   take  desired  ac8on   Example   VillageReach  offers  educa-onal  but  warm,  human  content  that  helps  them  increase   dona-ons  and  raise  awareness  by  making  ins-tu-onal  donors  feel  commi6ed,   capable,  and  needed,  and  convincing  them  to  give  annually  and  show  public  support.   take  desired  ac8on  
  47. 47. Exercise #1:
 Create a strategy statement
  48. 48. Create a strategy statement < O r g a n i z a t i o n > o f f e r s _ _ _ _ _ _ _ , _ _ _ _ _ _ _ c o n t e n t t h a t h e l p s t h e m _ _ _ _ _ _ _ _ _ _ _ _ _ a n d _ _ _ _ _ _ _ _ _ _ _ _ _ b y m a k i n g _ _ _ _ _ _ _ _ f e e l _ _ _ _ _ _ _ , _ _ _ _ _ _ _ , a n d _ _ _ _ _ _ _ , a n d c o n v i n c i n g t h e m t o _ _ _ _ _ _ _ _ _ _ _ _ _ a n d _ _ _ _ _ _ _ _ _ _ _ _ _ . adjec8ve   adjec8ve   accomplish  goal   accomplish  goal   audience   adjec8ve   adjec8ve  adjec8ve   take  desired  ac8on   Example   VillageReach  offers  educa-onal  but  warm,  human  content  that  helps  them  increase   dona-ons  and  raise  awareness  by  making  ins-tu-onal  donors  feel  commi6ed,   capable,  and  needed,  and  convincing  them  to  give  annually  and  show  public  support.   take  desired  ac8on  
  49. 49. h"ps://www.flickr.com/photos/xoques/3758640007  
  50. 50. Content Audits and Assessments
  51. 51. Step 1: Content inventory
  52. 52. Things to track N a m e o f c o n t e n t p i e c e U R L C o n t e n t t y p e P e r s o n r e s p o n s i b l e N o t e s
  53. 53. Also track A v e r a g e m o n t h l y v i s i t s L a s t r e v i e w d a t e C M S c o n t e n t t y p e Tr a n s l a t i o n s
  54. 54. Step 2: Audit R e w r i t e , m e r g e , d e l e t e ? E x p a n d , t r i m ? G a p s P a t t e r n s
  55. 55. Outcomes •  C o n t e n t m a t r i x •  F i n d i n g s a n d r e c o m m e n d a t i o n s r e p o r t Do  not  skip!  
  56. 56. Comparative 
 Content 
 Analysis
  57. 57. Who? •  C o m p e t i t o r s •  P e e r s •  S i m i l a r o f f e r i n g s •  O t h e r i n d u s t r i e s •  S o c i a l n e t w o r k s
  58. 58. What to look at •  S e a r c h r e s u l t s •  U s a b i l i t y •  Vo c a b u l a r y •  C o n t e n t •  P r e s e n t a t i o n •  A u d i e n c e - c e n t r i c i t y •  Vo i c e a n d t o n e •  Q u a l i t y
  59. 59. Outcomes Comparative audit findings report   Formal report   Presentation   Scorecard spreadsheet   SWOT analysis
  60. 60. Break!
  61. 61. Empathy-Based Audience Personas
  62. 62. h"p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech   •  Shared focus on the audience
 
 Shared understanding of the audience
  63. 63. h"p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech   •  Shared focus on the audience
 •  Shared understanding of the audience
  64. 64. 73   h"p://www.slideshare.net/est3ban/empathybased-­‐personas-­‐gaining-­‐a-­‐deeper-­‐understanding-­‐of-­‐your-­‐audience-­‐presen  
  65. 65. 74   Anthony Susan Allen Maggie
  66. 66. Content Creation and Publishing Guidelines
  67. 67. Effective content •  Sounds like the organization •  Has a goal •  Uses the active voice •  Helps the reader do a task •  Is specific •  Is focused on the reader, NOT on your organization
  68. 68. Scannable content •  Uses subheads and bullets •  Is not in PDF format •  Uses fewer words but includes the terms readers are looking for
  69. 69. h"p://www.useit.com/eyetracking/  
  70. 70. Content is Conversation •  What do I hope to achieve from this content? •  Who am I talking to? •  What brings those people to my site 
 or app? What are their top tasks? Top questions? Conversations they want to start? •  Make sure your goals are specific, measurable, and focused on what you 
 want site visitors to do.
  71. 71. True goal •  NO - We want to tell people how great our services are. •  YES - We want people to choose our services.
  72. 72. True goal •  NO - We want to get lots of views of our page •  YES - We want people to do something: Sign up for the event, download the white paper, subscribe to the publication
  73. 73. Message architecture •  Articulate your brand identity and personality •  Create a common understanding of who your organization is •  Informs decisions about what content to publish, what formats, what channels
  74. 74. Roles, Workflow, Lifecycle, Governance
  75. 75. Roles on a digital team •  Content strategist •  Project manager •  Visual designer •  User experience architect •  Social media manager •  Director
  76. 76. 87  h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two  
  77. 77. 88  h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two   http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
  78. 78. Where most orgs start 89  
  79. 79. What often seems 
 most logical 90  
  80. 80. What some orgs are trying 91  
  81. 81. Where most orgs land 92  
  82. 82. Exercise #2:
 Create your governance model
  83. 83. 1.  Review the handout showing the four models of digital governance. 2.  On your own, think about where your organization is today. 3.  Then, circle the model you think would work most effectively in the organization. 4.  With the other people at your table, brainstorm what it would take to use the optimal model. Be prepared to share this list with the larger group.
  84. 84. Break!
  85. 85. Taxonomy
  86. 86. •  What Is It? –  A set of terms (controlled vocabulary) and content attributes (metadata) that can be applied to content items –  The underlying data structure of the website •  Why Use It? –  Helps describe and categorize content items –  Creates relationships among content items –  Helps make content items findable through navigation and search
  87. 87. Controlled  Vocabulary    
  88. 88. ≈   Library  of  Congress—www.loc.gov  
  89. 89. ≈   Search—www.acc.org  
  90. 90. Outcomes •  Agree  upon  controlled  vocabulary   •  Validate  with  users   •  Determine  who  will  tag  content  
  91. 91. Taxonomy Exercise
  92. 92. Content Transformation and Migration
  93. 93. Content Inventory
  94. 94. Content Audit & Assessment Audit  spreadsheet:  h"p://goo.gl/G1DNx6  
  95. 95. Image:  wikipedia   Transforming 
 Your 
 Content
  96. 96. “In a sense, content models are perhaps the truest form of bottom-up information architecture: by determining what types of chunks are important and how to link them, we make the answers embedded in our content ‘rise to the surface.’”
 —Louis Rosenfeld & Peter Morville Information Architecture for the World Wide Web
  97. 97. •  Structure—how content items will assemble –  e.g., news, author, location, price •  Type—how is it being used? –  e.g., press release for press room, author database for journal articles •  Attributes—published & metadata –  e.g., title, abstract, taxonomy tag http://alistapart.com/article/content-modelling-a-master-skill
  98. 98. Content Marketing and Promotions
  99. 99. Courtesy  of  Melissa  Zinder,  NBOA  
  100. 100. www.bobangus.com    
  101. 101. h"p://www.kaushik.net/avinash/smart-­‐analy8cs-­‐dashboard-­‐modules-­‐insighqul-­‐dimensions-­‐best-­‐metrics/   h"p://www.kaushik.net/avinash/digital-­‐dashboards-­‐strategic-­‐tac8cal-­‐best-­‐prac8ces-­‐8ps-­‐examples/    
  102. 102. 116  h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two   Handoff and Next Steps
  103. 103. #winning
  104. 104. Strategic nagging Patient but persistent repetition of a message
  105. 105. Have a plan
  106. 106. Don’t wait 
 for permission
  107. 107. Thank you! Carrie Hane Dennison carriehd@gmail.com @carriehd Dina Lewis, CAE dina@distilledlogic.net @dinalew Hilary Marsh hilary@contentcompany.biz@hilarymarsh
  108. 108. Resources •  http://www.customerfocuscalculator.com •  http://blog.siteimprove.com/web-governance-blog/the- hierarchy-of-content-needs-a-new-model-for-creating- and-assessing-content •  Letting Go of the Words, Ginny Redish •  Don’t Make Me Think, Steve Krug •  Web Analytics: An Hour A Day, Avinash Kaushik Handouts we used •  http://www.hilarymarsh.com/roadmap

×