The document provides an overview of key steps to build a content strategy roadmap, including discovery, content audits and assessments, comparative content analysis, and creating empathy-based audience personas. It discusses conducting a content inventory, auditing existing content, performing comparative analyses of competitors' content, and developing audience personas to gain a deeper understanding of target audiences. The overall goal is to understand the current content landscape and audiences in order to inform the development of effective content strategies and roadmaps.
5. Worst practices
• Language/jargon
• Prioritized promotion
• Content hoarding
• Bad editorial processes
• New content missing
• Different content on different channels
9. • Who, what, when, where, why, and how of
publishing content online
• A strategic statement tying content to
business goals
• The people, processes, and power to
execute that statement
48. The
<Organiza8on>’s
social
intranet
will:
Collect
and
surface/curate
cri8cal,
relevant
editorial
content
created
by
appropriate
<organiza8on>
corporate
departments,
divisions
and
employees.
Enable
and
mo8vate
employees
to
connect,
interact
and
collaborate
via
social
features.
Foster
a
culture
of
innova8on.
49. We
will
develop
and
maintain
content
that
helps
people
prac8ce
and
enjoy
the
arts.
50. NAMI.org
will
advance
the
NAMI
movement
by
recrui8ng
and
mo8va8ng
supporters
and
ambassadors
to:
– educate
themselves
and
others
about
mental
illness
and
recovery
– find
and
access
support
– contribute
by
dona8ng,
walking,
engaging,
joining
– take
ac8on
by
advoca8ng,
par8cipa8ng,
volunteering,
and
sharing
their
stories
51. Create a strategy
statement
< O r g a n i z a t i o n > o f f e r s _ _ _ _ _ _ _ , _ _ _ _ _ _ _
c o n t e n t t h a t h e l p s t h e m _ _ _ _ _ _ _ _ _ _ _ _ _
a n d _ _ _ _ _ _ _ _ _ _ _ _ _ b y m a k i n g _ _ _ _ _ _ _ _
f e e l _ _ _ _ _ _ _ , _ _ _ _ _ _ _ , a n d _ _ _ _ _ _ _ ,
a n d c o n v i n c i n g t h e m t o _ _ _ _ _ _ _ _ _ _ _ _ _
a n d _ _ _ _ _ _ _ _ _ _ _ _ _ .
adjec8ve
adjec8ve
accomplish
goal
accomplish
goal
audience
adjec8ve
adjec8ve
adjec8ve
take
desired
ac8on
Example
VillageReach
offers
educa-onal
but
warm,
human
content
that
helps
them
increase
dona-ons
and
raise
awareness
by
making
ins-tu-onal
donors
feel
commi6ed,
capable,
and
needed,
and
convincing
them
to
give
annually
and
show
public
support.
take
desired
ac8on
53. Create a strategy
statement
< O r g a n i z a t i o n > o f f e r s _ _ _ _ _ _ _ , _ _ _ _ _ _ _
c o n t e n t t h a t h e l p s t h e m _ _ _ _ _ _ _ _ _ _ _ _ _
a n d _ _ _ _ _ _ _ _ _ _ _ _ _ b y m a k i n g _ _ _ _ _ _ _ _
f e e l _ _ _ _ _ _ _ , _ _ _ _ _ _ _ , a n d _ _ _ _ _ _ _ ,
a n d c o n v i n c i n g t h e m t o _ _ _ _ _ _ _ _ _ _ _ _ _
a n d _ _ _ _ _ _ _ _ _ _ _ _ _ .
adjec8ve
adjec8ve
accomplish
goal
accomplish
goal
audience
adjec8ve
adjec8ve
adjec8ve
take
desired
ac8on
Example
VillageReach
offers
educa-onal
but
warm,
human
content
that
helps
them
increase
dona-ons
and
raise
awareness
by
making
ins-tu-onal
donors
feel
commi6ed,
capable,
and
needed,
and
convincing
them
to
give
annually
and
show
public
support.
take
desired
ac8on
65. Who?
• C o m p e t i t o r s
• P e e r s
• S i m i l a r o f f e r i n g s
• O t h e r i n d u s t r i e s
• S o c i a l n e t w o r k s
66. What to look at
• S e a r c h r e s u l t s
• U s a b i l i t y
• Vo c a b u l a r y
• C o n t e n t
• P r e s e n t a t i o n
• A u d i e n c e - c e n t r i c i t y
• Vo i c e a n d t o n e
• Q u a l i t y
78. Effective content
• Sounds like the organization
• Has a goal
• Uses the active voice
• Helps the reader do a task
• Is specific
• Is focused on the reader, NOT on your
organization
79. Scannable content
• Uses subheads and bullets
• Is not in PDF format
• Uses fewer words but includes the terms
readers are looking for
82. Content is Conversation
• What do I hope to achieve from this content?
• Who am I talking to?
• What brings those people to my site
or app? What are their top tasks? Top
questions? Conversations they want to start?
• Make sure your goals are specific,
measurable, and focused on what you
want site visitors to do.
83. True goal
• NO - We want to tell people how great our
services are.
• YES - We want people to choose our services.
84. True goal
• NO - We want to get lots of views of our page
• YES - We want people to do something: Sign up
for the event, download the white paper,
subscribe to the publication
88. Message architecture
• Articulate your brand identity and
personality
• Create a common understanding of who
your organization is
• Informs decisions about what content to
publish, what formats, what channels
100. 1. Review the handout showing the four models of
digital governance.
2. On your own, think about where your organization is
today.
3. Then, circle the model you think would work most
effectively in the organization.
4. With the other people at your table, brainstorm what
it would take to use the optimal model. Be prepared
to share this list with the larger group.
107. • What Is It?
– A set of terms (controlled vocabulary) and content
attributes (metadata) that can be applied to content
items
– The underlying data structure of the website
• Why Use It?
– Helps describe and categorize content items
– Creates relationships among content items
– Helps make content items findable through
navigation
and search
117. “In a sense, content models are perhaps the truest
form of bottom-up information architecture: by
determining what types of chunks are important and
how to link them, we make the answers embedded
in our content ‘rise to the surface.’”
—Louis Rosenfeld & Peter Morville
Information Architecture for the World Wide Web
118. • Structure—how content items will assemble
– e.g., news, author, location, price
• Type—how is it being used?
– e.g., press release for press room, author database
for journal articles
• Attributes—published & metadata
– e.g., title, abstract, taxonomy tag
http://alistapart.com/article/content-modelling-a-master-skill