Finding Your Web Content Balance

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Creating an engaging and sustainable content strategy in non-profit organizations means learning to balance purpose, people, and process.

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Finding Your Web Content Balance

  1. 1. Finding your web content balance Lisa Maria Martin | Cause Camp | April 4, 2014
  2. 2. #CauseCampLNK How’s your website doing?
  3. 3. Too much stuff?
  4. 4. Overlooked pages?
  5. 5. Inconsistent messages?
  6. 6. Outdated formats?
  7. 7. Total and utter chaos?
  8. 8. #CauseCampLNK Content strategy can help.
  9. 9. #CauseCampLNK What is content?
  10. 10. Content is all your stuff.
  11. 11. #CauseCampLNK Content FunctionalityDesign (swell websites)
  12. 12. #CauseCampLNK What is strategy?
  13. 13. #CauseCampLNK Strategy is thinking through what it would take to achieve what you want & assessing whether it’s realistic to try. - Roger L. Martin
  14. 14. #CauseCampLNK So what is content strategy?
  15. 15. It’s a framework for developing useful, usable web content.
  16. 16. #CauseCampLNK How do we do that?
  17. 17. #CauseCampLNK 1. Blood 4. Cake 2. Sweat 3. Tears
  18. 18. Gratuitous cake photo.
  19. 19. #CauseCampLNK Create an engaged & sustainable strategy by considering three factors:
  20. 20. #CauseCampLNK 1. Purpose 2. People 3. Process
  21. 21. #CauseCampLNK Purpose
  22. 22. #CauseCampLNK You have a purpose.
  23. 23. #CauseCampLNK Your audience has a purpose.
  24. 24. #CauseCampLNK Your content needs a purpose.
  25. 25. #CauseCampLNK Purposeful content
  26. 26. #CauseCampLNK Purposeful content supports what you want & what they want
  27. 27. #CauseCampLNK
  28. 28. #CauseCampLNK
  29. 29. #CauseCampLNK Purposeful content provides context
  30. 30. #CauseCampLNK
  31. 31. #CauseCampLNK
  32. 32. #CauseCampLNK
  33. 33. #CauseCampLNK Purposeful content drives action
  34. 34. #CauseCampLNK
  35. 35. #CauseCampLNK
  36. 36. #CauseCampLNK You can tell a lot about an organization from its homepage.
  37. 37. #CauseCampLNK
  38. 38. #CauseCampLNK
  39. 39. #CauseCampLNK Content should help others support your mission. Bottom line:
  40. 40. #CauseCampLNK People
  41. 41. #CauseCampLNK You cannot undertake a large content program without having a significant impact on your people and processes. - Kristina Halvorson
  42. 42. #CauseCampLNK Your content strategy must take your people into account.
  43. 43. 1. Your content needs shepherds.
  44. 44. #CauseCampLNK What are the roles?
  45. 45. #CauseCampLNK Who writes?
  46. 46. #CauseCampLNK Who edits?
  47. 47. #CauseCampLNK Who reviews?
  48. 48. #CauseCampLNK Who uploads?
  49. 49. #CauseCampLNK Who archives?
  50. 50. Who is responsible?
  51. 51. #CauseCampLNK The answer cannot be “no one.”
  52. 52. #CauseCampLNK The answer cannot be “everyone.”
  53. 53. #CauseCampLNK Give a man the secure possession of a bleak rock, and he will turn it into a garden; give him nine years lease of a garden, and he will turn it into a desert. - Arthur Young
  54. 54. #CauseCampLNK Lack of specific ownership will derail you.
  55. 55. 2. Your shepherds need support.
  56. 56. #CauseCampLNK You can only have the content that your team can maintain.
  57. 57. #CauseCampLNK Otherwise you get
  58. 58. #CauseCampLNK Otherwise you get abandoned channels
  59. 59. #CauseCampLNK Otherwise you get inefficient maintenance
  60. 60. #CauseCampLNK Otherwise you get very stressed out
  61. 61. Do not bite off more than you can chew.
  62. 62. #CauseCampLNK Choose quality over quantity.
  63. 63. #CauseCampLNK Fit content plans to your team’s size, budget, & workload.
  64. 64. #CauseCampLNK If it doesn’t work for the people who do the work, it doesn’t work. Bottom line:
  65. 65. #CauseCampLNK Process
  66. 66. #CauseCampLNK Plan Create PublishMaintain Analyze The Content Lifecycle
  67. 67. #CauseCampLNK Plan Create PublishMaintain Analyze Use this
  68. 68. #CauseCampLNK Plan Create PublishMaintain Analyze To think through this
  69. 69. #CauseCampLNK What do you have to do to move content through the cycle?
  70. 70. Start with your purpose.
  71. 71. #CauseCampLNK • What are your goals? • Who is your site for? • What do they need?
  72. 72. Take stock.
  73. 73. #CauseCampLNK • What can you use? • What’s weighing you down? • What’s missing?
  74. 74. Look at your workflow.
  75. 75. #CauseCampLNK • Who is involved? • Where are the bottlenecks? • Where do you need to flex?
  76. 76. Launch is just the start.
  77. 77. #CauseCampLNK • What will you measure? • How will you measure? • What will you change?
  78. 78. Keep going.
  79. 79. #CauseCampLNK Websites are not “set it and forget it.”
  80. 80. Websites need care and feeding.
  81. 81. #CauseCampLNK Plan for every phase of the content cycle. Bottom line:
  82. 82. #CauseCampLNK Voila! Balanced content.
  83. 83. #CauseCampLNK Right?
  84. 84. #CauseCampLNK That’s the ideal scenario.
  85. 85. #CauseCampLNK But things aren’t always ideal.
  86. 86. #CauseCampLNK If you can’t overhaul your entire website, what can you do?
  87. 87. #CauseCampLNK Start where you are. Use what you have. Do what you can. - Arthur Ashe
  88. 88. Recognize your limitations.
  89. 89. #CauseCampLNK (That’s how you’ll flourish.)
  90. 90. #CauseCampLNK What can you do within your constraints?
  91. 91. 1) Break it into pieces.
  92. 92. 2) Determine your priorities.
  93. 93. 3) Fix just one thing.
  94. 94. 4) Stay balanced.
  95. 95. #CauseCampLNK Plan content that ties back to your purpose.
  96. 96. #CauseCampLNK Plan content that you can maintain.
  97. 97. #CauseCampLNK Plan content for launch and beyond.
  98. 98. #CauseCampLNK Questions?
  99. 99. #CauseCampLNK Resources
  100. 100. #CauseCampLNK Content Strategy for the Web Kristina Halvorson & Melissa Rach
  101. 101. #CauseCampLNK Content Strategy at Work Margot Bloomstein
  102. 102. #CauseCampLNK Content Everywhere Sara Wachter-Boettcher
  103. 103. #CauseCampLNK Thank you!

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