Uploaded byRick Allen
Bare Bones Content Strategy: How to Create a Sustainable Governance Plan
The document outlines a comprehensive content strategy framework aimed at creating sustainable governance for content within higher education. It emphasizes the need for clear, measurable goals and a structured content creation workflow that includes planning, creating, revising, and publishing content. The importance of using plain language, maintaining consistency in tone, and focusing on user needs is also highlighted to enhance content effectiveness.
More Related Content
Similar to Bare Bones Content Strategy: How to Create a Sustainable Governance Plan
Bare Bones Content Strategy: How to Create a Sustainable Governance Plan
- 1. Bare Bones ContentStrategy: How to Create a Sustainable Governance Plan Rick Allen @epublishmedia Confab Higher Ed 2015 #confabEDU https://flic.kr/p/386RKA
- 2. Content strategy issimple. “ 2 #confabEDU • @epublishmedia
- 3. Content strategy issimple. “ 3 - Said No One Ever #confabEDU • @epublishmedia
- 4.
- 5.
- 6.
- 7.
- 8.
- 9. 9 Plan Create ReviseApprove Test Publish Tasks: • Determine need for new content • Request new content Tasks: • Create draft of new copy • Send to content editor for review Tasks: • Copyedit • Return to author for rewrite or send for approval Tasks • Review content for accuracy • Return to author and editor for rewrite or submit for publication Tasks: • Build content in email or web template • Submit for publication Tasks: • Publish content on schedule Content is time-consuming
- 10.
- 11. 11 Complexity is theproblem https://flic.kr/p/iccxG8
- 12. 12 “Complex” is hardto sustain https://flic.kr/p/5dxQ8W
- 13.
- 14.
- 15. 1. easily understoodor done. 15 sim•ple #confabEDU • @epublishmedia /'simpəl/ adjective “a simple solution”
- 16.
- 17.
- 18.
- 19. 19 Source (2013):http://osls.emory.edu/about/meet_the_staff1.html Emory University Office of Student Leadership and Service
- 20. 20 Content goals should: •Clearly identify content value for users • Provide guidelines for determining what on-page content is appropriate and useful • Ensure content is unique and organized appropriately • Lead to the creation of content that inspires action • Define benchmarks for measuring success • Determine who is needed to review and approve content #confabedu
- 21. 21 Complex goals • Improvecustomer service • Improve enrollment, retention, and alumni relations • Better reflect the culture and values of our institution #confabedu
- 22. 22 • Provide newstudent orientation information, introducing resources and encouraging engagement • Describe the distinguishing characteristics of our M.S. Biology program and how it can help students achieve their professional goals • Inform current students about course scheduling and policy information Straightforward goals #confabedu
- 23.
- 24. A goal thatcan’t be measured is useless. 24
- 25. 25 Clear goals +relevant success metrics = valuable insights
- 26. 26 1. Transformative 2. Community-building 3.Valuable 4. Vibrant Messaging Guidelines #confabedu
- 27. 27 Transformative We educate responsible,passionate, cooperative individuals who actively work to make the world a better place. 1. Service-oriented • Active, hands-on • Responsible • Conscientious 2. Passionate • Inspiring • Engaging • Positive and hopeful 3. Collaborative • Cooperative • Mentoring
- 28. Content creation workflow: PlanCreate Revise Approve Test Publish Tasks: • Determine need for new content • Request new content Tasks: • Create draft of new copy • Send to content editor for review Tasks: • Copyedit • Return to author for rewrite or send for approval Tasks: • Review content for accuracy • Return to author and editor for rewrite or submit for publication Tasks: • Build content in email or web template • Submit for publication Tasks: • Publish content on schedule #confabEDU • @epublishmedia
- 32. Content creation workflow: PlanCreate Revise Approve Test Publish Tasks: • Determine need for new content • Request new content Tasks: • Create draft of new copy • Send to content editor for review Tasks: • Copyedit • Return to author for rewrite or send for approval Tasks: • Review content for accuracy • Return to author and editor for rewrite or submit for publication Tasks: • Build content in email or web template • Submit for publication Tasks: • Publish content on schedule #confabEDU • @epublishmedia
- 33. Content creation workflow: CreateRevise Publish Tasks: • Create draft of new copy Tasks: • Copyedit • Return to author for rewrite or publish Tasks: • Publish content on schedule #confabEDU • @epublishmedia
- 34. Content guides #confabEDU •@epublishmedia
- 35. Planning for guides& tools • Who are the people using these guides? • What are they trying to accomplish? • What do they need help with? #confabEDU • @epublishmedia
- 36. Focus your content strategyon real needs. 36
- 37.
- 38. • CMS PageTemplate • Content Audit • Content Matrix • Content Model • Content Template • Content Worksheet • Editorial Calendar • Editorial Style Guide • Information Architecture • Message Architecture • Persona • SEO Copywriting Guidelines • Taxonomy • User Flow • Web Publishing Guidelines • Web Writing Guidelines • Wireframe Content guides & tools #confabEDU • @epublishmedia
- 39. • Message Architecture •Persona • SEO Copywriting Guidelines • Taxonomy • User Flow • Web Publishing Guidelines • Web Writing Guidelines • Wireframe Content guides & tools #confabEDU • @epublishmedia • CMS Page Template • Content Audit • Content Matrix • Content Model • Content Template • Content Worksheet • Editorial Calendar • Editorial Style Guide • Information Architecture
- 40. Content audit findings 1.Voice and tone is inconsistent across the website—some pages are too casual, others are too formal. 2. Most content is not written with web writing conventions in mind and include long, dense copy and non-descriptive link text. 3. Content is not optimized for search. 4. Academic program pages are missing key information and don’t offer users any clear next steps. #confabEDU • @epublishmedia
- 41. Content guides &tools #confabEDU • @epublishmedia • CMS Page Template • Content Audit • Content Matrix • Content Model • Content Template • Content Worksheet • Editorial Calendar • Editorial Style Guide • Information Architecture • Message Architecture • Persona • SEO Copywriting Guidelines • Taxonomy • User Flow • Web Publishing Guidelines • Web Writing Guidelines • Wireframe
- 42. Make content guides easyto use for the people who use them. 42
- 43. 1. Keep youraudience in mind 2. Use plain language 3. Be concise 4. Make content scannable 5. Write meaningful headers 6. Limit paragraphs to 70 words 7. Use bulleted lists whenever possible 8. Use the active voice 9. Be professional and human 10.Include valuable links Web writing guidelines #confabEDU • @epublishmedia Source: meetcontent.com/blog/web-writing-guidelines-for-content-contributors/
- 44. Content guides #confabEDU •@epublishmedia
- 45. The best contentstrategy is the one that works for you. 45
- 47.
- 48.
- 49.
- 50.
- 51. Make content strategy relevantand meaningful. 51
- 52.
- 54. Talk results, notcontent.
- 55. People don’t careabout the process, they care about results. 55 #confabEDU • @epublishmedia
- 56.
- 57. Content strategy plansfor the creation, publication, and governance of useful, usable content. “ 57 Kristina Halvorson Author, “Content Strategy for the Web” http://alistapart.com/article/thedisciplineofcontentstrategy #confabEDU • @epublishmedia
- 58. Content strategy isto copywriting as information architecture is to design. “ 58 Rachel Lovinger Razorfish http://boxesandarrows.com/content-strategy-the-philosophy-of-data/ #confabEDU • @epublishmedia
- 59. Planning for thecreation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience. “ 59 Margot Bloomstein Author, “Content Strategy at Work” http://www.slideshare.net/mbloomstein/content-strategy-smartusefulpapertrained_ecs/ #confabEDU • @epublishmedia
- 60.
- 61. I make surethe content on our site is useful for the people who need it. “ 61 Amanda Costello Lead Content Strategist, CEHD at University of Minnesota http://www.slideshare.net/amandaesque/grandboss #confabEDU • @epublishmedia
- 62. I help peopleto tell their story online. “ 62 #confabEDU • @epublishmedia
- 63. I help peopleunderstand what content works and what doesn't so they can make their website better. “ 63 #confabEDU • @epublishmedia
- 64. I help peopleunderstand how to make content happen. “ 64 #confabEDU • @epublishmedia
- 65. Help people understand howcontent strategy benefits them and they will care. 65
- 66. What should peoplelearn or do when they come to your website? “ 66 #confabEDU • @epublishmedia
- 67. Let’s help themdo that… 67 #confabEDU • @epublishmedia
- 68. Rick Allen @epublishmedia rick@meetcontent.com Thank you! Sayhi next time. #confabEDU • @epublishmedia