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Content Strategy: The Key to Effective Web Content

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Content is why people visit your website. Period. So why is quality content so easily discounted? Why do we neglect this critical website element that we rely on to attract, inform, engage, and retain site visitors? Answer: content is massive, political and time-consuming. A college website contains thousands of pages with limited content contributors, editors, and managers, all with different perspectives and priorities. In this session, learn how to implement and maintain effective content that drives marketing, engages users and increases website conversions. - http://www.epublishmedia.com

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Content Strategy: The Key to Effective Web Content

  1. Content Strategy: The Key to Effective Web Content Rick Allen Babson College F.W. Olin Graduate School of Business Canadian Post-Secondary Web Conference May 26, 2010 @epublishmedia Rick Allen • @epublishmedia #pseweb • #ContentStrategy #pseweb
  2. Hi, I’m Rick. Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
  3. Hi, I’m Rick. Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
  4. What I’m talking about @epublishmedia #pseweb
  5. What I’m talking about 1. Why quality web content and strategy are so important @epublishmedia #pseweb
  6. What I’m talking about 1. Why quality web content and strategy are so important 2. Elements that comprise a content strategy @epublishmedia #pseweb
  7. What I’m talking about 1. Why quality web content and strategy are so important 2. Elements that comprise a content strategy 3. What’s needed to maintain quality content @epublishmedia #pseweb
  8. What I’m talking about 1. Why quality web content and strategy is so important Elements that comprise a content strategy What’s needed to maintain quality content @epublishmedia #pseweb
  9. Why am I focusing on content? @epublishmedia #pseweb
  10. Because I’m a publisher. Just like you! @epublishmedia #pseweb
  11. “ The moment you launch a website, an email campaign, a mobile application, or content of any kind, you’re a publisher. Shouldn’t you start acting like one? Kristina Halvorson Author, Content Strategy for the Web @epublishmedia #pseweb
  12. Yes. @epublishmedia #pseweb
  13. “ View yourself more like a publisher delivering valuable editorial products than as a marketer selling products and services. Joe Pulizzi Co-Author, Get Content Get Customers @epublishmedia #pseweb
  14. Content is why people visit your website. @epublishmedia #pseweb
  15. Period. @epublishmedia #pseweb
  16. “ Without content, the web would be a search box and a check out cart. Ian Alexander Eat Media @epublishmedia #pseweb
  17. Quality content Users @epublishmedia #pseweb
  18. Quality content Users @epublishmedia #pseweb
  19. Quality content Attracts Users @epublishmedia #pseweb
  20. Quality content Attracts Informs Users @epublishmedia #pseweb
  21. Quality content Attracts Informs Users Engages @epublishmedia #pseweb
  22. Quality content Attracts Informs Users Engages Retains @epublishmedia #pseweb
  23. Would you risk meeting any of these goals? @epublishmedia #pseweb
  24. Warning signs that you need content strategy. @epublishmedia #pseweb
  25. Warning signs that you need content strategy. Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging @epublishmedia #pseweb
  26. Warning signs that you need content strategy. Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging @epublishmedia #pseweb
  27. Warning signs that you need content strategy. Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging @epublishmedia #pseweb
  28. Warning signs that you need content strategy. Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging @epublishmedia #pseweb
  29. Warning signs that you need content strategy. Welcome & Overview pages Contain redundant, trivial content FAQs pages Compensate for ineffective site content PDFs Sidestep editorial process, compromising quality “Related links” List orphan pages or irrelevant content Points of distinction pages Lack points of distinction or effective brand messaging @epublishmedia #pseweb
  30. Content strategy, anyone? @epublishmedia #pseweb
  31. “ Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content. Kristina Halvorson Author, Content Strategy for the Web @epublishmedia #pseweb
  32. “ Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content. Kristina Halvorson Author, Content Strategy for the Web @epublishmedia #pseweb
  33. Content strategy answers critical questions. @epublishmedia #pseweb
  34. @epublishmedia #pseweb
  35. How do we decide what to communicate? @epublishmedia #pseweb
  36. How do we decide what to communicate? How do we decide what content to create and update? @epublishmedia #pseweb
  37. @epublishmedia #pseweb
  38. How do we prioritize content requirements? @epublishmedia #pseweb
  39. How do we prioritize content requirements? How do we determine our users’ needs? @epublishmedia #pseweb
  40. @epublishmedia #pseweb
  41. How do we align analytics, usability and SEO/SEM with content creation? @epublishmedia #pseweb
  42. How do we align analytics, usability and SEO/SEM with content creation? How do we maintain voice, tone, and branding with content across multiple channels? @epublishmedia #pseweb
  43. Some good questions to answer, right? @epublishmedia #pseweb
  44. Why is content often neglected? @epublishmedia #pseweb
  45. Content is massive @epublishmedia #pseweb
  46. Content is political @epublishmedia #pseweb
  47. Content is time- consuming @epublishmedia #pseweb
  48. Real challenges @epublishmedia #pseweb
  49. Poor excuses: @epublishmedia #pseweb
  50. “ It's the content contributors' responsibility. They need to own their content. @epublishmedia #pseweb
  51. “ But, I did make it better! @epublishmedia #pseweb
  52. “ We can't accommodate everyone. @epublishmedia #pseweb
  53. “ Best practices aren't real-world. @epublishmedia #pseweb
  54. Customers don’t forgive businesses for bad websites. @epublishmedia #pseweb
  55. No more excuses. @epublishmedia #pseweb
  56. Make content work http://www.flickr.com/photos/tomsaint/ / CC BY 2.0 @epublishmedia #pseweb
  57. Understand your content ecosystem http://www.flickr.com/photos/rofanator/ / CC BY-NC-ND 2.0 @epublishmedia #pseweb
  58. “ The ecosystem often reveals the ‘underlying principle’ of the content problem. Colleen Jones Content Science @epublishmedia #pseweb
  59. Web publishing is a collaborative process. @epublishmedia #pseweb
  60. @epublishmedia #pseweb
  61. @epublishmedia #pseweb
  62. @epublishmedia #pseweb
  63. @epublishmedia #pseweb
  64. “ Design without content is decoration. Jeffrey Zeldman Author, Designing With Web Standards @epublishmedia #pseweb
  65. A CMS is not enough. @epublishmedia #pseweb
  66. ‘Nuff said. @epublishmedia #pseweb
  67. What I’m talking about 1. Why quality web content and strategy are so important 2. Elements that comprise a content strategy 3. What’s needed to maintain quality content @epublishmedia #pseweb
  68. What I’m talking about Why quality web content and strategy are so important 2. Elements that comprise a content strategy What’s needed to maintain quality content @epublishmedia #pseweb
  69. Have a plan: @epublishmedia #pseweb
  70. Plan ‣ Prioritize message hierarchy Audit Analyze Strategize @epublishmedia #pseweb
  71. Message architecture @epublishmedia #pseweb
  72. Message architecture ‣ Ensures a consistent, clear brand message @epublishmedia #pseweb
  73. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived @epublishmedia #pseweb
  74. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived ‣ Ensures clear, concise descriptions of organization concepts @epublishmedia #pseweb
  75. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived ‣ Ensures clear, concise descriptions of organization concepts ‣ Aligns sub-site messaging with organization- wide messaging @epublishmedia #pseweb
  76. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived ‣ Ensures clear, concise descriptions of organization concepts ‣ Aligns sub-site messaging with organization- wide messaging ‣ Aligns messaging across all communication channels @epublishmedia #pseweb
  77. Message architecture ‣ Ensures a consistent, clear brand message ‣ Identifies what your organization wants to convey and how it wants to be perceived ‣ Ensures clear, concise descriptions of organization concepts ‣ Aligns sub-site messaging with organization- wide messaging ‣ Aligns messaging across all communication channels ‣ Determines if content is appropriate for your users @epublishmedia #pseweb
  78. “ How can you measure if content is appropriate if you don’t have a metric against which to measure it? Margot Bloomstein Appropriate, Inc @epublishmedia #pseweb
  79. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize @epublishmedia #pseweb
  80. Plan Prioritize message hierarchy ‣ Audit Analyze Strategize @epublishmedia #pseweb
  81. “ If you don't understand where you are now, you can't create a plan to get you where you need to be. Kristina Halvorson Author, Content Strategy for the Web @epublishmedia #pseweb
  82. Content audit @epublishmedia #pseweb
  83. Content audit ‣ Content inventory @epublishmedia #pseweb
  84. Content audit ‣ Content inventory ‣ Quantitative audit @epublishmedia #pseweb
  85. Content audit ‣ Content inventory ‣ Quantitative audit ‣ Qualitative audit @epublishmedia #pseweb
  86. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize @epublishmedia #pseweb
  87. Plan Prioritize message hierarchy Audit ‣ Analyze Strategize @epublishmedia #pseweb
  88. Content analysis @epublishmedia #pseweb
  89. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? @epublishmedia #pseweb
  90. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? ‣ How do we want our users to respond to our content? @epublishmedia #pseweb
  91. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? ‣ How do we want our users to respond to our content? ‣ What content do users need, but not know to look for? @epublishmedia #pseweb
  92. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? ‣ How do we want our users to respond to our content? ‣ What content do users need, but not know to look for? ‣ What resources are needed to complete the project and maintain it post-launch? @epublishmedia #pseweb
  93. Content analysis ‣ What is the purpose of each piece of web content? Does it meet our business objectives and users’ needs? ‣ How do we want our users to respond to our content? ‣ What content do users need, but not know to look for? ‣ What resources are needed to complete the project and maintain it post-launch? ‣ How will we measure the effectiveness of our content? @epublishmedia #pseweb
  94. Plan ‣ Prioritize message hierarchy ‣ Audit ‣ Analyze ‣ Strategize @epublishmedia #pseweb
  95. Plan Prioritize message hierarchy Audit Analyze ‣ Strategize @epublishmedia #pseweb
  96. Results @epublishmedia #pseweb
  97. Results ‣ Defined target keywords and content topics relating to our brand message @epublishmedia #pseweb
  98. Results ‣ Defined target keywords and content topics relating to our brand message ‣ Web editorial style guide that provides consistent voice, tone, and word usage, catering to our audience and brand @epublishmedia #pseweb
  99. Results ‣ Defined target keywords and content topics relating to our brand message ‣ Web editorial style guide that provides consistent voice, tone, and word usage, catering to our audience and brand ‣ Editorial process: roles, source content, content types, and interaction with marketing, design, developers @epublishmedia #pseweb
  100. Results ‣ Defined target keywords and content topics relating to our brand message ‣ Web editorial style guide that provides consistent voice, tone, and word usage, catering to our audience and brand ‣ Editorial process: roles, source content, content types, and interaction with marketing, design, developers ‣ Editorial calendar, considering content channels, types, and themes • @epublishmedia #pseweb
  101. Results @epublishmedia #pseweb
  102. Results ‣ Page-level content structure @epublishmedia #pseweb
  103. Results ‣ Page-level content structure ‣ Linking strategy @epublishmedia #pseweb
  104. Results ‣ Page-level content structure ‣ Linking strategy ‣ Defined content channels @epublishmedia #pseweb
  105. Results ‣ Page-level content structure ‣ Linking strategy ‣ Defined content channels ‣ Content maintenance requirements @epublishmedia #pseweb
  106. Define your publishing process: @epublishmedia #pseweb
  107. @epublishmedia #pseweb
  108. Publishing roles ‣ Requesters ‣ Providers ‣ Creators ‣ Editors ‣ Approvers ‣ Publishers @epublishmedia #pseweb
  109. What I’m talking about 1. Why quality web content and strategy are so important 2. Elements that comprise a content strategy 3. What’s needed to maintain quality content @epublishmedia #pseweb
  110. What I’m talking about Why quality web content and strategy are so important Elements that comprise a content strategy 3. What’s needed to maintain quality content @epublishmedia #pseweb
  111. Keep it going http://www.flickr.com/photos/dasqfamily/ / CC BY 2.0 @epublishmedia #pseweb
  112. Have a plan. @epublishmedia #pseweb
  113. Measure content effectiveness http://www.flickr.com/photos/chandramarsono/ / CC BY-NC-SA 2.0 @epublishmedia #pseweb
  114. Web analytics Business Effective Key goals analysis metrics @epublishmedia #pseweb
  115. (More) content analysis: @epublishmedia #pseweb
  116. Is content redundant, outdated, trivial? http://www.flickr.com/photos/will-lion/ / CC BY-NC-ND 2.0 @epublishmedia #pseweb
  117. Are links still functional? Is content still findable? @epublishmedia #pseweb
  118. Is content still useful, relevant, and accurate? @epublishmedia #pseweb
  119. Key points Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
  120. Key points ‣ Make content strategy a priority Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
  121. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
  122. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content ‣ Know what content you have before determining what you need Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
  123. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content ‣ Know what content you have before determining what you need ‣ Analyze: determine if content is useful, relevant, and effective Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
  124. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content ‣ Know what content you have before determining what you need ‣ Analyze: determine if content is useful, relevant, and effective ‣ Strategize: create an achievable, actionable, and sustainable plan Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
  125. Key points ‣ Make content strategy a priority ‣ Be a publisher—focus on content ‣ Know what content you have before determining what you need ‣ Analyze: determine if content is useful, relevant, and effective ‣ Strategize: create an achievable, actionable, and sustainable plan ‣ Measure content constantly—adapt to change, make smart decisions Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
  126. Questions? Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
  127. Thanks. Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb
  128. Rick Allen @epublishmedia http://www.epublishmedia.com Rick Allen • @epublishmedia @epublishmedia #pseweb • #ContentStrategy #pseweb

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