Content Strategy can help youUnderstand and meet your audiences’ needsSupport actions you want to promoteStop wasting resources on content nobody wantsEliminate guesswork about what to publish, how and whereGet more done source: Brain Trafﬁc
In the PSE Sector“It’s Complicated”Faculties/service areasAdministrationIT departmentsMarketingMultiple audiencesMultiple outletsMultiple modes of measurement (or none)
In the PSE Sectorpoliticalmessycostlytime consumingthe few examples in PSE are on speciﬁc projects, redesigns orCMS implementations, not day-to-day processes
PSE Sector ExamplesUniversity of Buffalo Web Content Initiativewww.buffalo.edu/ub2020/transforming_operationsNorth Carolina State Universitywww.meetcontent.com/blog/case-in-point-content-strategy-at-n-c-stateDenver Universitywww.du.edu/marcomm/highedweb
Need Content Strategy?New CMS?Website redesign?University rebranding?
AnalysisLinked with your strategic plan or communications planIdentify and understand your usersHow are people using the website now?What is the web ecosystem - current processes, politics,competitors, brandAudit - what do you have?
Centralized editorial control Top Level Pages Branded design Managed by Comm ofﬁce Decentralized editorial Academic / Admin Flexible design options Faculties Ofﬁces Managed by individual unitsBlogs Program Student Social Decentralized editorial Managed by individual units sites orgs media Hosted externally Centralized training source: J. Todd Bennett
ArchitectureMore than a site mapStructured metadataContent reuse/repurpose/repackaging
Content DesignEditorialBuilding your brand and message - a framework for yourcontentEditorial calendars/Conversation calendarsContent templates
How it can be doneNew launch / redesignWorking with clientsDay-to-day
New LaunchGo through the Content Strategy elementsGet buy in / show the linkages with strategic planningCost and time savings
Working with clientsOne site at a time / one template at a timeSimple audience researchHelp them develop their own strategies that align with theinstitutional strategiesTeach the role of measurement and simple ways to do itProvide ongoing professional development
Day-to-dayYour content / processes already existWrite them down - you’ll create part of your content strategyor identify gaps
It means slight changesPrioritize your workGet information - use tools like Yammer or GatherContentMake staff content design expertsKeep your reference guide nearby
You are already doing itWrite it downShareAsk staff to assess what the process isUse content changes as moments to establish templates
Content Strategy all over?Where else can we use content strategy?Handbooks, postcards, bookmarksEmails - how many do your students get?
handed out in country country brochure translated/bilingual includes country links to York, general info/research/student handed out in country and domestically handbook includes pathways to York includes general info and adm. requirements provides program descriptions website expand info on money matters links to housing, clubs, sports, etc. Faculty books and international bookﬂippable handbooks provides Faculty/program info CRM link translated parent factsheets includes tuition fees and deadlines on parent’s page/international pages review of scholarship, residence, location info conversion book conversion info including clubs, campus, career day-in-the -life