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Content Strategy for Ultra-Large Digital Presences

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Presentation by Marianne Kay at the J. Boye Aarhus 17 conference

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Content Strategy for Ultra-Large Digital Presences

  1. 1. Content Strategy for Ultra-Large Digital Presences Marianne Kay | Aarhus, Denmark | 9 November 2017
  2. 2. Marianne Kay WebContentManagementOfficer UniversityofLeeds Previously: • AnalystatDigitalClarityGroup • WebDevelopmentLecturerattheUniversityofBradford • WebDeveloperatYorkshireBuildingSociety • WebDesigneratDeletedigitalagency m.kay@leeds.ac.uk | @marianne_ua | www.mariannekay.com @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  3. 3. Content Strategy Content strategy is planning for the creation, delivery, and governance of useful, usable content --Kristina Halvorson,Brain Traffic @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  4. 4. Content Strategy @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  5. 5. There is nothing so useless as doing efficiently that which should not be done at all. --Peter Drucker @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017 On strategy...
  6. 6. The need for useful and valuable content
  7. 7. Content Strategy: what’s involved? TheWHAT? Contentaudit,trainingneeds,recruitment. TheHOW? Qualitycontent.Contentmodelling.Technology. TheWHO? Decentralisedvscentralisedcontentediting. TheWHY? Goals,KPIs,successcriteria. TheNOWWHAT? Governance,analytics,editorialcalendar. @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  8. 8. Britain'sBiggestHoardersdocumentary http://www.mirror.co.uk/news/uk-news/pictured-inside-home-one-britains-4977503 The WHAT? Evaluating what you have
  9. 9. University of Leeds TheUniversityofLeedsisaRussellGroup universityinLeeds,UK. • 33,000studentsfrom151countries • 8,000membersofstaff @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  10. 10. New website, 2017 @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  11. 11. Skeletons get out of the closet at JBoye
  12. 12. Content Audit Whatisthereandisitanygood? @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  13. 13. Digital graveyard Digital graveyard Volumes of content is a symptom
  14. 14. The HOW? Producing great quality content
  15. 15. Writing for Web 1. Who’syouraudience?(It’snotyou). 2. Invertedpyramid(front-loadthemostpowerfulcontent) 3. Usersscan,notread–bulletpoints,headings,images&video 4. Calltoaction.Whatshouldtheuserthink,feelordo? 5. Persuasivelanguageisspecific,factual,andhasmanyvoices http://www2.warwick.ac.uk/services/its/servicessupport/web/sitebuilder2/goodsites/content/ @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  16. 16. Structured Content Conferenceconsiderations: 1. Size 2. Format 3. Content 4. Networkingandsocial 5. Valueformoney https://www.linkedin.com/pulse/what-expect-from-jboye-aarhus- conference-2016-marianne-kay @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  17. 17. Website Types Corporatemarketingcontent:Jadu • Corporate website • Faculty/school websites • Majorservice websites (careers, library) Rapidcontentdelivery:WordPress • Research groups, research projects • Conferences andevents • Campaigns Secureinternalcontent:Sharepoint • Intranet • Documentsharing • HealthandSafety @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  18. 18. Web CMS Technology doesn’t change things, people do. @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  19. 19. Headless CMS AheadlessCMSisa“content-focuseddatasource,”fromwhichyou canbuildcontent-basedapplications. TheStateoftheHeadlessCMSMarketbyDeaneBarker https://gadgetopia.com/post/9926 • GatherContent(UK/Europe) • Contentful(Germany) • Wagtail(UK) • Built.io(USA/India) • Prismic(France) @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  20. 20. The WHO? Who is responsible for web content?
  21. 21. Centralised vs decentralised Centralised:hopelessbottlenecks Decentralised:rapidpublishingoflowqualitycontent • Trustnotcontrol • Training • Motivation • Progressreportsvscomparisonreports Striveforbalance!#WinningTogether @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  22. 22. Content garden Walledgardenisthecontentthat’sreally importantandrequirescarefulconsideration. Wildflowergardenisdevelopedwithguidance anddirectionfromthewebteam. Meadowsarewebsitesthatarefreetogrow anddevelopnaturally,withonlyminimum requirementsimposed. OliverWeedon,digitaltransformationmanagerattheUniversityofWestminster(UK) @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  23. 23. Digital Quality Tools
  24. 24. Excellence is not an act, but a habit -- Aristotle
  25. 25. @marianne_ua @UniversityLeeds @jboye JBoyeDigital Manager’sAgenda,3April2017 The WHY? Goals, KPIs, success criteria
  26. 26. Digital Metrics Cheat Sheet Web and Mobile • Pageviews/Uniquevisitors • Bouncerate • CTAconversionrates • Emailmarketingsubcriptions, unsubscribes,openandclick-through rates • SEOandGoogleranking Customer Experience • Customerengagement • Customersatisfaction • Usability(completionrates,numberof errors,efficiency,satisfaction) SiteQualityandPerformance • Standardscompliance • Serverresponsetime • Serveravailability SocialMedia • Friends/followers/subscribers • Traffic • Interactions • Channeladcampaigncost • Sentiment • Shareofvoice • Referredtrafficandconversions @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  27. 27. Results that matter • Customerengagementandsatisfaction • Strategicsuccessbeyondyourproject/task • Sales,conversionrates,businessKPIs • Digitalquality @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  28. 28. Vision The NOW WHAT? Governance, standards, security, editorial calendar.
  29. 29. Content management is never a done job ContentQuality: • Useful,usable,up-to-date,accurate Security: • Systemsupgraded/patchedasrequired Dataprotection,GDPR: • Privacybydesign Analytics • Optimization,ongoingimprovement Archival @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  30. 30. Trello
  31. 31. Strategy and vision In strategy it is important to see distant things as if they were close and to take a distanced view of close things. -- Miyamoto Musashi @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  32. 32. Content Strategy • Purposeofthedocument • Vision • Contentcreationprocess • Contentquality • Editorialcalendar • Styleguide • Contentownership responsibilities • University-specificcontent • Research • Events • Staffprofiles @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017 • UsabilityandAccessibility • Navigation • Analytics • SEO • Contentarchival • ContentManagementSystems • SecurityandDataProtection • Training,DocumentationandSupport
  33. 33. Conclusion • Evaluatewhatyouhave • Imposestructure • Treatcontentasabusinessasset • Measuresuccess • Establishgoodhabits @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  34. 34. Find out more… • ContentStrategyfortheWeb Kristina Halvorson andMelissaRach http://contentstrategy.com/ • TheTenPrinciplesBehindGreatCustomerExperiences MattWatkinson https://www.matt-watkinson.com/the-ten-principles • AListApart https://alistapart.com/ • Gadgetopia https://gadgetopia.com/ • GerryMcGovern http://gerrymcgovern.com/ • Econsultancy https://econsultancy.com/ • EcontentMag http://www.econtentmag.com/ @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017
  35. 35. Thank You! MarianneKay WebContentManagementOfficerattheUniversityofLeeds Email:m.kay@leeds.ac.uk Twitter:@marianne_ua LinkedIn:https://www.linkedin.com/in/mariannekay/ @marianne_ua @UniversityLeeds @jboye JBoyeAarhusConference.9November 2017

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