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Content strategy roadmap - ASAE Tech2015

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Your organization produces a lot of content, but does it have purpose? Does it help meet strategic goals and encourage member engagement? In this in-depth workshop, learn how to create a content strategy that works. Through small group exercises and real world examples, you will learn to break down content strategy into its parts, build from the information you may already have, and incorporate tactics and processes to make your digital communications successful. Attendees will get access to a workbook of ideas and learn tactics to use in your organization.

Content strategy workshop at the 2015 ASAE Tech Conference, given with Dina Lewis, CAE, president, Distilled Logic LLC and Carrie Hane Dennison, content and digital strategist

Published in: Business

Content strategy roadmap - ASAE Tech2015

  1. 1. 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 Phase 1: Inputs 1.  Discovery 2.  Content audit and assessment 3.  Comparative content analysis 4.  Empathy-based audience personas Phase 2: Outputs 1.  Taxonomy 2.  Content modeling 3.  Content creation and publishing guidelines 4.  Roles, lifecycles, workflow, governance 5.  Content marketing and promotions 6.  Handoff, next steps
  3. 3. Introduction 
 to 
 Content Strategy
  4. 4. Get the right content to the right person for the right action
  5. 5. For all associations, the number one challenge to membership growth is “difficulty in communicating value or benefit.”
 —2014 Membership Marketing Benchmarking Report http://www.marketinggeneral.com/resources/benchmark-report/
  6. 6. Goals •  Drive member value •  Increase satisfaction •  Increase usage of our programs, products, services, resources, and tools
  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. Content is… Event Product Class Program Research
  11. 11. Content strategy is… Event strategy Product strategy Class strategy Program strategy Research strategy
  12. 12. Content is… My Event My Product My Class My Program My Research
  13. 13. 15  
  14. 14. “Every pixel has an owner.” – Paul Ford, former web editor 
 at Harper’s magazine
  15. 15. “It is difficult to get a man to understand something, 
 when his salary depends upon 
 his not understanding it.” – Upton Sinclair, 1935
  16. 16. 18   h"p://www.amazon.com/Have-­‐Always-­‐Done-­‐That-­‐Way/dp/184728857X/  
  17. 17. Department Message Audience Department Message Audience Department Message Audience Department Message Audience Old thinking
  18. 18. Organization: Programs, offerings Audience Messages Audience Audience Audience New thinking
  19. 19. 21  
  20. 20. 22   Content strategy 
 is
 CHANGE MANAGEMENT  
  21. 21. Discovery h"p://www.amnh.org/exhibi8ons/permanent-­‐exhibi8ons/discovery-­‐room  
  22. 22. Learn about the organization and its audiences •  Use what exists •  Fill in what’s missing
  23. 23. About the organization •  Values •  Mission •  Business goals •  Products & programs •  Future plans
  24. 24. About member needs and preferences •  Member needs assessments •  Non-renewal surveys •  Conference exit surveys
  25. 25. •  Interviews •  Behavior surveys •  Usability testing •  Field visits Supplement
  26. 26. h"ps://www.flickr.com/photos/xoques/3758640007   Strategy Statement
  27. 27. The <Organization>’s social intranet will:
   Collect and surface/curate critical, relevant editorial content created by appropriate <organization> corporate departments, divisions and employees.
   Enable and motivate employees to connect, interact and collaborate via social features.
   Foster a culture of innovation.
  28. 28. We will develop and maintain content that helps people practice and enjoy the arts.
  29. 29. To reduce customer service center costs, we will provide user-facing, task-based support content that makes our professional customers feel confident when configuring products for their clients.
  30. 30. NAMI.org will advance the NAMI movement by recruiting and motivating supporters and ambassadors to: – educate themselves and others about mental illness and recovery – find and access support – contribute by donating, walking, engaging, joining – take action by advocating, participating, volunteering, and sharing their stories
  31. 31. Content 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   take  desired  ac8on  
  32. 32. Exercise #1:
 Create a strategy statement
  33. 33. 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  
  34. 34. Content Audits and Assessments
  35. 35. Step 1: Content inventory
  36. 36. •  www.xenu.com   •  www.content-­‐insight.com   •  www.powermapper.com    
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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!  
  41. 41. Comparative 
 Content 
 Analysis
  42. 42. 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
  43. 43. 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
  44. 44. Outcome Comparative audit findings report   Formal report   Presentation   Scorecard spreadsheet   SWOT analysis
  45. 45. 59 [bt]Ç   Empathy-Based Audience Personas
  46. 46. h"p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech   •  Shared focus on the audience
 •  Shared understanding of the audience
  47. 47. 61   h"p://www.slideshare.net/est3ban/empathybased-­‐personas-­‐gaining-­‐a-­‐deeper-­‐understanding-­‐of-­‐your-­‐audience-­‐presen  
  48. 48. 62   Anthony Susan Allen Maggie
  49. 49. Taxonomy
  50. 50. •  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
  51. 51. Controlled  Vocabulary    
  52. 52. ≈   Library  of  Congress—www.loc.gov  
  53. 53. ≈   Search—www.acc.org  
  54. 54. ≈   www.fia.org  
  55. 55. Outcomes •  Agree on controlled vocabulary •  Validate with users •  Determine who will tag content •  Plan to review/add/remove terms periodically
  56. 56. Taxonomy Exercise What’s in the bag?
  57. 57. Image:  wikipedia   Content Modeling
  58. 58. Content  Model   Content  model  created  for  a  conference  
  59. 59. Structured  Content   Information or content that has been broken down and classified using metadata
  60. 60. The  unstructured  CMS  thinks  in  pages,  8tles,  and  body  fields.  
  61. 61. The  structured  CMS  thinks  in  nodes,  content  types,  and  rela8onships.  
  62. 62. “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
  63. 63. Content  Model   Type—what is it? – Event – Session – Blog post – Sponsor
  64. 64. Content  Model   Structure—elements of the type – Title – Date – Time – Speaker – Photo
  65. 65. Content  Model   Properties — metadata – Speaker name – Author photo – Taxonomy tags
  66. 66. Content  Model   Relationships – sessions are part of events – events have sponsors
  67. 67. Content  Type   Field  names  and  proper8es  for  a  Session  content  type.  
  68. 68. Data  in  a  structured  content  en8ty  is  displayed  in  different  ways  
  69. 69. Content Creation
  70. 70. Possibly  remove  
  71. 71. Effective content •  Is focused on the reader •  Has a goal •  Helps the reader do a task •  Is relevant, timely, useful
  72. 72. Reader-Focused Content Before   Social  security  taxes  must  be   paid  monthly     •  Who  must  pay  taxes?   •  Passive  voice   A5er   Employers  must  pay  social   security  taxes  monthly     •  Clearly  states  who  must  pay   •  Ac8ve  voice  
  73. 73. Effective content •  Uses subheads and bullets •  Is not in PDF format •  Uses fewer words but includes the terms readers are looking for
  74. 74. Content with a goal •  NO - We want to people to know that we have courses •  YES - We want people to choose our webinars for their continuing education
  75. 75. Content with a goal •  NO - We want to increase the views of our page •  YES - We want people to do something: Sign up for the event, download the white paper, subscribe to the publication
  76. 76. Help reader do something •  Who am I talking to? (Have a conversation) •  What do they want to achieve? •  What brings those people to my site 
 or app? What are their top tasks? Top questions?
  77. 77. h"p://www.useit.com/eyetracking/  
  78. 78. Show, don’t tell Hilary  –  what  is  the  example  here?  
  79. 79. •  Useful •  Relevant •  Timely
  80. 80. •  Org-focused •  Narrow interest •  Not actionable
  81. 81. CREATING  EFFECTIVE  CONTENT  
  82. 82. Core  Model   Get  more  info  on  this   h"ps://gathercontent.com/resources/webinar-­‐the-­‐core-­‐model     h"p://alistapart.com/ar8cle/the-­‐core-­‐model-­‐designing-­‐inside-­‐out-­‐for-­‐be"er-­‐results     •  Designing  your  website  from  the  inside  out,   with  focus  on  the  core  tasks  users  need  to   accomplish     •  Ensures  that  we’re  thinking  about  user  needs   all  the  way  through  the  website  design   process  
  83. 83. Core  Model   Source:  Netlife  Research  
  84. 84. Core Model 1.  Iden8fy  your  cores   Business  objec-ves  and  user  tasks   2.  Plan  inward  paths   How  will  people  get  to  this  page?   3.  Determine  core  content   What  content  is  needed  to  achieve  the  goals  and  meet   the  needs?   4.  Set  forward  paths   Where  will  the  visitor  go  next?   5.  Priori8ze   You  can’t  do  everything,  decide  what  is  most  important  
  85. 85. Core Model Exercise
  86. 86. Completed  Model  
  87. 87. Roles, Workflow, Lifecycle, Governance
  88. 88. Roles on a digital team •  Content strategist •  Project manager •  Visual designer •  User experience architect •  Social media manager •  Director
  89. 89. 111  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
  90. 90. Where most orgs start 112  
  91. 91. What often seems 
 most logical 113  
  92. 92. What some orgs are trying 114  
  93. 93. Where most orgs land 115  
  94. 94. Offering   online   content   Plagorm   (project  mgmt/ priori8za8on,   reliability)   Presenta8on   (self,  light,   medium,  deluxe)   Editorial  Ques8ons/   feedback   Promo8on  
  95. 95. Workflow
  96. 96. http://www.cnn.com/EVENTS/1996/anniversary/how.things.work/index2.html
  97. 97. Content Marketing and Promotions
  98. 98. “Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior.”       Content Marketing Institute
  99. 99. 17,000   Registrants   Convert   eligible   members   Con8nue   to  engage   interest   un8l   eligible     RETAIN   RETAIN  
  100. 100. Courtesy  of  Melissa  Zinder,  NBOA  
  101. 101. www.bobangus.com    
  102. 102. h"p://www.kaushik.net/avinash/smart-­‐analy8cs-­‐dashboard-­‐modules-­‐insighgul-­‐dimensions-­‐best-­‐metrics/   h"p://www.kaushik.net/avinash/digital-­‐dashboards-­‐strategic-­‐tac8cal-­‐best-­‐prac8ces-­‐8ps-­‐examples/    
  103. 103. 127  h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two   Handoff and Next Steps
  104. 104. #winning
  105. 105. Strategic nagging Patient but persistent repetition of a message
  106. 106. Have a plan
  107. 107. Don’t wait 
 for permission
  108. 108. Thank you! Carrie Hane Dennison carriehd@gmail.com @carriehd Dina Lewis, CAE dina@distilledlogic.net @dinalew Hilary Marsh hilary@contentcompany.biz @hilarymarsh
  109. 109. 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 Workbook •  http://www.contentcompany.biz/workbook

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