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Build your content strategy roadmap

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The goals of this session were to understand what content strategy is and how to get started, to learn how to make content strategy part of the organization's communications, and to prepare content to be found and used anywhere, on any device.

Organizations produce a lot of content and publishes it across multiple channels, but does it have a purpose? Does it help meet strategic goals, increase customer value, or help an audience achieve its goals? This session covered the steps involved in creating an effective content strategy, and how to incorporate content strategy tactics and processes into current work The workshop included hands-on exercises, providing participants with tools they could use right away at work.

Published in: Business
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Build your content strategy roadmap

  1. 1. Build Your
 Content Strategy
 Roadmap
 Hilary Marsh
 J Boye Conference 2015 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. 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  
  33. 33. •    h"ps://www.flickr.com/photos/studiocurve/13080208/   •  h"ps://www.flickr.com/photos/moohcowh/2596366618  
  34. 34. h"ps://www.flickr.com/photos/bunny/1985272127  
  35. 35. Where you’re going •  Goals  &  measures  of  success   1 4  2   5  3  
  36. 36. How you’ll get there •  Which  channels  will  help  you  achieve  success?   1   4  2   5  3  
  37. 37. How long and how much •  Deadline,  budget,  resources     (staff,  skills,  priori8es)   1   4  2   5  3
  38. 38. Who’s going with you •  Who is your audience? •  What do they want? 1   4  2   5  3  
  39. 39. What you’ll take •  What  content  do  you  have?   •  What  needs  to  be  created?   1   4  2   53  
  40. 40. Discovery h"p://www.amnh.org/exhibi8ons/permanent-­‐exhibi8ons/discovery-­‐room  
  41. 41. h"ps://www.flickr.com/photos/xoques/3758640007   Strategy Statement
  42. 42. 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.  
  43. 43. •  We  will  develop  and  maintain  content  that  helps  people   prac8ce  and  enjoy  the  arts.  
  44. 44. Exercise #1:
 Create a strategy statement
  45. 45. 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 educational but warm, human content that helps them increase donations and raise awareness by making institutional donors feel committed, capable, and needed, and convincing them to give annually and show public support. take  desired  ac8on  
  46. 46. h"ps://www.flickr.com/photos/xoques/3758640007  
  47. 47. Content Audits and Assessments
  48. 48. Step  1:  Content   inventory  
  49. 49. 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
  50. 50. 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
  51. 51. crazy  person    
  52. 52. 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
  53. 53. Comparative 
 Content 
 Analysis
  54. 54. 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
  55. 55. 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
  56. 56. Outcomes Comparative audit findings report   Formal report   Presentation   Scorecard spreadsheet   SWOT analysis
  57. 57. Empathy-Based Audience Personas
  58. 58. h"p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech   Shared focus 
 on the audience
  59. 59. h"p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech   Shared understanding of the audience
  60. 60. 69   h"p://www.slideshare.net/est3ban/empathybased-­‐personas-­‐gaining-­‐a-­‐deeper-­‐understanding-­‐of-­‐your-­‐audience-­‐presen  
  61. 61. 70   Anthony Susan Allen Maggie
  62. 62. Content Creation and Publishing Guidelines
  63. 63. 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
  64. 64. Scannable content •  Uses subheads and bullets •  Is not in PDF format •  Uses fewer words but includes the terms readers are looking for
  65. 65. h"p://www.useit.com/eyetracking/  
  66. 66. 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.
  67. 67. True goal •  NO - We want to tell people how great our services are. •  YES - We want people to choose our services.
  68. 68. 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
  69. 69. 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
  70. 70. Exercise #2:
 Create a message architecture
  71. 71. As a group, review the deck of cards. Thinking about your group’s “adopted” organization…. 1.  Sort the attributes into three piles: •  Who we are today •  Who we want to be in the future •  Who we are not 2.  Set aside the “who we are today” and “who we are not” piles 3.  Group the remaining terms into synonyms. 4.  Prioritize: choose the top 5 terms/groups.
  72. 72. Roles, Workflow, Lifecycle, Governance
  73. 73. Roles on a digital team •  Content strategist •  Project manager •  Visual designer •  User experience architect •  Social media manager •  Director
  74. 74. 85  h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two  
  75. 75. 86  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
  76. 76. Where most orgs start 87  
  77. 77. What often seems 
 most logical 88  
  78. 78. What some orgs are trying 89  
  79. 79. Where most orgs land 90  
  80. 80. Taxonomy h"p://schoolworkhelper.net/scien8fic-­‐taxonomy/  
  81. 81. •  Why is taxonomy important •  Options •  How to extract your taxonomy •  Starter intranet taxonomy •  Using the content audit -- put the emphasis on the content owners •  Buying a taxonomy •  Use the open Calasi tool -- demo tool
 •  Lessons learned •  Synonyms •  It IS system dependent
  82. 82. ≈  
  83. 83. The Benefits of Tagging •  Improves search results –  Tags can be used to increase relevance of items in search results –  Tags can be used to ‘facet’ search results
 •  Can drive personalization and aggregation
  84. 84. Building your taxonomy •  Have content owners tag their content •  De-dupe, clean, standardize •  Categorize
  85. 85. Buying a Taxonomy Tool (or Even a Whole Taxonomy!) •  WAND   •  Concept  Searching   •  AIIM  Taxonomy  Training  and  Cer8fica8on  programs   •  Open  Calais    
  86. 86. Lessons Learned •  There is a taxonomy maturity model •  Taxonomy is platform dependent – SiteCore vs. SharePoint vs. Wordpress vs. Drupal •  Synonyms are important •  Your taxonomy needs to be reviewed regularly
  87. 87. Content Transformation and Migration
  88. 88. Content Inventory
  89. 89. Content Audit & Assessment Audit  spreadsheet:  h"p://goo.gl/G1DNx6  
  90. 90. Image:  wikipedia   Transforming 
 Your 
 Content
  91. 91. “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
  92. 92. •  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
  93. 93. Content Marketing and Promotions
  94. 94. Courtesy  of  Melissa  Zinder,  NBOA  
  95. 95. www.bobangus.com    
  96. 96. h"p://www.kaushik.net/avinash/smart-­‐analy8cs-­‐dashboard-­‐modules-­‐insighnul-­‐dimensions-­‐best-­‐metrics/   h"p://www.kaushik.net/avinash/digital-­‐dashboards-­‐strategic-­‐tac8cal-­‐best-­‐prac8ces-­‐8ps-­‐examples/    
  97. 97. Handoff and Next Steps
  98. 98. 113  h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two  
  99. 99. #winning  
  100. 100. Strategic  nagging   •  Pa8ent  but  persistent  repe88on  of  a   message  
  101. 101.           Have  a  plan  
  102. 102.         Don’t  wait  for  a     content  strategy  to     do  content  strategy  
  103. 103. Thank you! @hilarymarsh www.slideshare.net/hilarymarsh
  104. 104. Resources •  http://www.customerfocuscalculator.com •  http://www.kaushik.net/avinash/digital-marketing- and-measurement-model/ •  http://blog.siteimprove.com/web-governance-blog/ the-hierarchy-of-content-needs-a-new-model-for- creating-and-assessing-content Handouts we used •  http://www.hilarymarsh.com/JBoye15

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