The workshop led by Conxa Rodà and Tijana Tasich focused on the importance and creation of content strategy for museums, emphasizing audience engagement and effective content management. Participants learned various components of a content strategy, including goals, governance, and measurement, through activities and discussions. The workshop underscored the need for consistency and optimization of resources to enhance user experience and meet audience needs.

1. WORKSHOP
Conxa Rodà @innova2
Tijana Tasich @teengily
#MWA15
Melbourne
Oct 5, 2015
Museums Content Strategy
Nightmare by Pere Daura,
Museu Nacional d’Art de Catalunya

2. In today’s workshop
 what is content strategy?
 step-by-step guide to creation of a
content strategy
 challenges
 wrap-up
and some activities in-between

3. ACTIVITY /1
in pairs _ 5 min
_______________________________________
ICE BREAKER / MEET YOUR NEIGHBOUR
→ Your name, institution and role
→ What content do you produce?
→ Expectations out of this workshop today?

4. Mobile
Strategy
Comms.
Strategy
Marketing
Strategy
Digital
Strategy
Content
Strategy
USER
Experience
@innova2

5. ALL
strategies
to serve
USER needs
Photo: Conxa Rodà

6. MUSEUM AS A CONNECTOR
Audiences
Conxa Rodà @innova2
and CONTENT AS A CONNECTION DRIVER

7. 135.000.000 results on Google

8. Content Strategy is a Journey
Photo credit: www.isabellestravelguide.com/my-first-train-journey-in-australia.html

9. Content
“ is the way everything an organization
does manifests itself in the world.
So content strategy is pretty big and
broad”.
Hilary Marsh
(Google Group on Content Strategy)

10. How do you make smart choices to
ensure the content types, tone and
media in an experience support that
experience in a way that’s
appropriate to the brand and useful to
ist audience?
Easy. That’s content strategy
Margot Bloomstein

11. Content strategy plans for the
creation, publication and
governance
of useful, usable content.
Kristina Halvorson

12. Content strategy deals with the
planning aspects of managing
content throughout its lifecycle.
Rahel Anne Bailie

13. Getting the right content to
the right user at the right time
through strategic planning of
content creation, delivery
and governance.
Content Strategy Alliance
Upon the first definition by Kevin Nichols

14. Why is Content Strategy
important for my museum?
Because...
 we have tons of existing content
 created by multiple people / departments
 delivered in diverse channels / formats
 lacking consistency
 we need to optimize time and resources
 we need to clarify workflows
 involve the rest of the museum
ergo...@innova2

15. We do need
to strategically plan
our content needs

16. Content is UX
UX is content
Read: Designing Content First for a Better UX, Liam King
https://blog.gathercontent.com/designing-content-first-for-a-better-ux

17. Is your content fit for
purpose?
Let’s Get Real Conference_
Culture24 title

18. ACTIVITY /2
Groups _ 10 min
_______________________________________
Identify CONTENT
for BEFORE / DURING / AFTER
the VISIT

19.  Plan
 Analyse
 Create
 Communicate
 Evaluate
5 main components of a
Content Strategy

20. Content strategic plan
 Goals
 Audiences
 Governance
 Workflow
 Measurement

21. Questions
Why?
mission
objectives
values
 For whom?
audiences
 What How?
assets content
outreach channels
engagement platforms
Post-its_ Workshop run at @MuseuNac_Cat
@innova2

22. Content strategic plan
 Goals
 Audiences
 Governance
 Workflow
 Measurement

23. Content strategic plan
 Goals
 Audiences
 Governance
 Workflow
 Measurement

24. Musée Pompidou
Photo: Conxa Rodà
Think of ALL audiences

25. Motivations for visits to museums and galleries
Mobile Audience Research. The National Gallery, Imperial War Museums, Tate. 2013

26. Engagement with content
before/during/after a visit

27. Content accessed/activities
before a visit

28. Content accessed/activities
during a visit

29. Engagement with content during a visit

30. Content accessed/activities
after a visit

31. If you knew all this about your
audiences, how would that influence
your plans for creation, distribution
and promotion of content?
@teengily

32. Segmenting your audiences
TATEwww.tate.org.uk/about/our-work/digital/digital-metrics/website-audience-segmentation

33. Eyetracking_new website

34. Content strategic plan
 Goals
 Audiences
 Governance
 Workflow
 Measurement

35. Editorial and brand guidelines
Tone and voice
Accessibility guidelines
Moderation guidelines
Set of “Don’ts”
Positioning regarding Open Content
...
Define

36. who/ what/ where, when will
create / design / sign off/
publish/ maintain/ remove/
measure / moderate/ promote
CONTENT
Workflow:
roles and responsibilities for tasks

37. Content workflow
Ideate
Create
Review
Revise
Sign off
Publish
Evaluate
Maintain
Post-Publishing

38. RACI model
Responsible
Accountable
Consulted
Informed

42. Measurement
AccentureDigital

43. Measures of success
Tijana Tasich and Elena Villaespesa, Making Nonsense of Numbers, Museums and
the Web, 2012. www.slideshare.net/teengily/journey-of-analyticstategallery

44. ACTIVITY /3
in pairs _ 15 min
_______________________________________
CONTENT STRATEGIC PLAN
→ find out about
 goals
 audiences
 governance
 workflow
 measurement
→ discussion: what did you find out?

45. Plan
Analyse
Create
Communicate
Evaluate
Content Strategy

46. Content and channel audit
what content have you already got?
content inventory [per channel]: a list
of all content resources
content audit: inventory + qualitative

47. E-MAIL
NEWSLETTER
PRINT
PDFs
(catalogues,
Annual
repports)
Available online
USER
GENERATED
CONTENT
(UGC)
INTERACTIVE
MUSEOGRAPHY /
AUDIOGUIDES
MOBILE
SOCIAL
MEDIA
WEB
Consider ALL types of
Content
Online / offline
@innova2

48. Content audit
https://moz.com/blog/content-audit-tutorial#h3-2
https://docs.google.com/spreadsheet/ccc?key=0Aupv-89nVqawdGdPTFZmeEUxSnIwdW9UWmFFWlVlVkE&usp=sharing#gid=0

49. Image source: http://ywmovement.org/why-science-causes-people-to-leave-the-faith-and-how-to-fix-it/
Wanted: clarity and consistency

50. Content & Design equilibrium
Image source: http://helloseocopywriting.com/9/post/2014/03/content-or-design-which-comes-first.html

51. The museum
old website
2004 - 2014!!

52. The Museu Nacional online collection
www.museunacional.cat/en

53. Image: http://blocs.gencat.cat/blocs/AppPHP/tribunadarqueologia/files/2012/06/atapuerca.jpg
Content findability

54. Image: http://www.btv.cat/btvnoticies/wp-content/uploads/2013/10/071013acumulacioR.jpg
Content accumulation_spring clean
needed!

55. Is our content unique?
Image: http://pixshark.com/quotes-about-being-different-and-standing-out.htm

56. Is our content up to challenge?

57. Tip: analyze TOP tasks (Gerry McGovern )
Tijana Tasich and John Stack, Tate Website Redesign, MCN 2012,
www.slideshare.net/teengily/mcn2012-tate-website-redesign

58. What content is missing to
achieve your goal?
Content gap analysis

59. Plan
Analyse
Create
Communicate
Evaluate
Content Strategy

60. What makes content GOOD?
@innova2

61. User Experience
 All content creates user experiences
 Experiences are linked to usage
 You, the creator of content, can shape
those experiences
(from the MOOC Content Strategy, Northwestern University)

62. Focus on delivering meaning
over information
franklygreenwebb.com

64. Courtauld Gallery - www.beyondthelabel.info

65. Storytelling
Are we telling what people want to
know?

66. Source: www.slideshare.net/josemariapalomares/delivering-powerful-presentations-353377955

67. www.huffingtonpost.com/vala-afshar/the-future-of-all-busines_b_6300918.html

68. www.vangoghmuseum.nl/en/nature-and-the-artist#7

69. Digital storytelling

70. BLOGS
Connect
-community
-museums
-staff

71. §
User-Generated-Content

72. vangoyourself.com: scenification
Open content: Art to be used, resed, recreated, shared

73. Acknowledging users’ contributions (UGC)
http://blog.museunacional.cat/en/museum-seen-by-instagramers/

74. Content types
www.slideshare.net/ipullrank/scaling-quality-v10

75. Metadata as content
Image: http://melbel.hubpages.com/hub/Meta-Data-for-SEO
Content which describes and categorises content and objects

76. Dublin Core Metadata Element Set
 Title
 Creator
 Subject
 Description
 Publisher
 Contributor
 Date
http://dublincore.org/documents/dces/
 Type
 Format
 Identifier
 Source
 Language
 Relation
 Coverage
 Rights

77. SEO_karma
Improvements we make
SEO-oriented
often mean
improvements for our USERS
@innova2

78. Evergreen content
= SEO content
Exhibits & Collection
Biographies
Research papers
Glossaries
Interviews
Guides
Timelines
Stories
How to...
Top ten...
Who was...
What is...
Top tips
DIY guide to...

79. This is NOT evergreen
content
Press releases
News articles
Calendar (events)
Seasonal content
Trendy content
Statistics

80. W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant
Blog museu - Conxa (II) X X X X
Confe Lahuerta (29/1) X
Sketchcrawl (31/1) X X X
Visites CDS Casagemas X
Tarda diss Gratuïta X X
Píndola X
Bcnegra 2015 (1/2) X X X X X X
1r dmg mes (1/2) X
W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant
Blog museu - Cornella X X X X
Visites CDS Casagemas X
Tarda diss Gratuïta X X
Ap correos 1001 (7/2) X X X X X X X X X X X
Sta Eulàlia + Laies X X
Històries relleu (8/2) X X X X X X X X
W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant
Blog museu - MEDIAMBIENT X X X X
Sta Eulàlia + Laies X X X X
Visites CDS Casagemas X
Tarda diss Gratuïta X X
Carnaval X X
Swing X X X X X X X X X X
DIVENDRES DISSABTE DIUMENGE
9 10 11 12 13 14 15
DILLUNS DIMARTS DIMECRES DIJOUS
29 30 31 1
DIJOUS DIVENDRES DISSABTE DIUMENGE
5 6 7 82 3 4
DIMARTSDILLUNS DIMECRES DIUMENGEDIJOUS DIVENDRES DISSABTE
Social media and web weekly calendar
@MuseuNac_Cat

81. The MoSCoW method
T
Image source:http://www2.mokabyte.it/cms/article.run?
permalink=mb186_AgileGamification-4
Good read: ‘Moscow Prioritisation’ at
www.dsdm.org/content/10-moscow-prioritisation

82. Adapted by @innova2 to museum content_inspired by:
- The Content Strategy Toolkit _Meghan Casey, 2015 www.slideshare.net/GatherContent/content-strategy-ch15
- Customer Journey Mapping_Allegra Burnette, Forrester, MuseumNext Geneva 2015
1
2
Vistors info
Opening times
Location
Price
Visitors map
Press releases
FAQS
Curators podcasts
Videos abt the collection
Videos of restoration
processes
Online collection
Educational resources
Apps
Organisational chart
Online library
Glossary
Annual report
Online shop
eBooks
Blog
Interviews with artists
Audiotour
Newsletter
Activities
Membership
User-generated C
Research materials
Timeline
Online catalogues
Interactive map
Stories around artworks
Audios from lectures
Fact sheets
API for Open data
Social media
Virtual exhibitions
Interactive media content
Tutorials
Museum policy
Games

83. Plan
Analyse
Create
Communicate
Evaluate
Content Strategy

84. “Don’t overinvest in production
and underinvest in distribution.”
Lauren Pope
Gather Content

85. Out of the box: collaborative platforms
Wikipedia
Google Art
project
Europeana
Collections/
Content
@innova2

86. Plan
Analyse
Create
Communicate
Evaluate
Content Strategy

87. •
Image: http://cgce.es/2009/wp-content/uploads/2010/06/puzzle.jpg
Strategy
must be
INTEGRAL

88. web
Open
Content
Social
Media
Online
Collection
e-Publishing
Interactive
Museography
Mobile
Online/onsite
Integration
Cooperative
Tools
Training
Content Strategy Map
for Museums
Institutional Web Digital Projects
e-Marketing
Conxa Rodà
Education

89. web
Open
Content
Content release under
Creative Commons
Linked Open Data
Wikipedia
Europeana
Google Art Project
Art Babble
Art Finder
Open peer Review
Crowdsourcing
Social
Media
Online
Collection
e-Publishing
Interactive
Museography
Mobile
Online/onsite
Integration
Digitization
Visualisation
Storytelling
Social tagging
Augmented Reality
Multitouch tables
Multimedia Lab
Multimedia audioguide
Accessibility
3D Printing
Visitors’ participation
web 2.0
Blog
Community
Sharing
Co-creation
Apps
Mobile web
Mobile tours,QR
Gamification
Geolocation
m-commerce
m-learning
Wearables, iBeacons
Cooperative
Tools
Training
Content Strategy Map
for Museums
Digital Networking
Wikis
Cloud
Working methods
Cross-departmental collab.
Digital proficiency
Digital preservation
Analytics
Institutional Web
------
Virtual tours
Multimedia gallery
Virtual classroom
Online Library
Digital Archive
Accessibility (WAI)
e-Press
Sstreaming
Podcasts
SEO/analytics
Digital Projects
Net-art
Virtual Exhibits
Collective data mining
e-Marketing
Membership
Ticketing
Shop
Hiring spaces
Funding
e-mailing
Conxa Rodà
Multichannel
Visitors’ engagement
User-generated Content
Education
e-Learning, MOOCs
Edu-projects
Games
Scholarly catalogues
E-books
Magazines
Educational material
Annual reports
Print-on-demand

90. Risks of not having a CS
 content doesn’t meet users / visitors needs
 poor quality content gets published
 inconsistency, redundancy
 wrong design decisions made because of
lacking of real content
 frustrating internal processes
 projects run late
 budgets are increased

91. Content challenges
 integration of the digital content
 multichannel
 greater integration online / onsite
 overcome the resistance to change
 better analytics

92. We need intelligent content!
Intelligent Content Conference,
San Francisco 2014
BONUS

93. Intelligent Content
“structurally rich
semantically categorized
and therefore
automatically discoverable, reusable,
reconfigurable and adaptable”
Getting Started with Intelligent Content
http://contentmarketinginstitute.com/intelligent-content/getting-started-with-intelligent-
content-ebook/

94. Content is not a one-person task!
Images: www.jpvillani.com.ar/tag/sisifo/ http://nurianetworking.com/featured-slider/community-manager/

95.  Know your organisation and audiences
 Create content for YOUR audiences
 Keep content useful, engaging, consistent
 Spread the culture of content
 Build content strategy achievable and
sustainable
Final take-aways

96. PLAN but take ACTION…
TODAY!!

97. Final ACTIVITY
individual_ 5 min
__________________________
List ACTIONS to do in your museum
now / 1 week
in 3-months time
1 year from now

98. Some online references not to miss!
 Gather Content https://gathercontent.com/
 Contently https://contently.com/
 BrainTraffic http://braintraffic.com/
 Google Group on Content Strategy
https://groups.google.com/forum/#!
forum/contentstrategy
 Hashtag #contentstrategy

99. Thank you
Gràcies!
Conxa Rodà @innova2
Tijana Tasich @teengily
#MWA15
Melbourne
Oct 5, 2015