Library Content Strategy and Metrics Model
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The document outlines Kate Eyler-Werve's content strategy and metrics model. The model provides a framework for organizations to develop a content strategy by identifying key elements such as organizational objectives, target audiences, calls to action, content hypotheses, and metrics for measuring success. The presentation walks through applying the model, using the example of a library developing parenting resources. It emphasizes tying content directly to goals and using data from analytics to continually improve strategy.
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Library Content Strategy and Metrics Model
- 1. Content Strategy & Metrics Model February 6, 2014 a presentation by Kate Eyler-Werve @mightybytes 1
- 2. Introducing Mightybytes Mightybytes is a full-service creative firm for conscious companies. We do everything from branding and content strategy to web design and software development. 2
- 3. Library Content Strategy: The Challenge + Multiple Audiences = Range of Resources 3 360+ Website Pages Infinite options!
- 4. Our Boss Content Strategy Model: The Solution Organization Mission Statement Organizational Objectives Target Audience Content Calls to Action Content Hypothesis Content Findability Key Performance Indicators Targets Segments 4
- 5. Today’s Adventure! Using strategy and metrics to tame content bloat with our handy, dandy model. ! • Solving common content strategy problems • The model in the wild (with several fascinating detours) • The one true trick to developing a content strategy 5
- 6. Adapted from Kaushik’s Digital Marketing and Measurement Model Avinash Kaushik blogs at www.kaushik.net and is the Ryan Gosling of Digital Metrics. = Hey girl, your happiness is our key performance indicator. 6
- 7. What problems does this model solve? a presentation by 7
- 8. Phase 1: Strategy Build a shared understanding across the team on: • Goals • Performance • Process 8
- 9. Phase 2: Creation Make the links between strategy, content and metrics explicit. ! 4 9
- 10. Phase 3: Promotion Identify how your content will be found. 10
- 11. Phase 4: Measuring Impact Make data-based decisions on cutting and expanding content. ! ! 11 4 6
- 12. Content Strategy Metrics Model a presentation by 12
- 13. Step 1: Identifying Organizational Objectives Key Question: What are the organizational objectives you can advance through your content? ! ! ! ! Increase use ! ! of job search resources Increase event registration 13 5 6 Increase circulation
- 14. Canterlot Library Working Model Canterlot Public Library Our mission is to give access to ideas in various media. Organizational Objective Support parents to encourage a love of reading and learning in their children 14
- 15. Step 2: Identifying the Target Audience Key Question: What audience do you want to reach? ! ! ! Good Examples: ! • Teens ! Bad Example: • Community leaders ! ! • Teachers ! • Small business owners 15 5 6
- 16. Canterlot Library Working Model Canterlot Public Library Our mission is to give access to ideas in various media. Organizational Objective Target Audience Support parents to encourage a love of reading and learning in their children Parents with small children 16
- 17. Step 3: Identifying the Call to Action Key Question: What action do you want your audience to take as a result of your content? ! ! ! ! ! ! 17 5 6
- 18. Canterlot Library Working Model Canterlot Public Library Our mission is to give access to ideas in various media. Organizational Objective Target Audience Call to Action Support parents to encourage a love of reading and learning in their children Parents with small children “Put a book on hold” 18
- 19. Step 4: Make a Content Hypothesis Key Question: What kind of content do we think will prompt our target audience to complete our call to action? ! Bad Examples: • We could have a blog! !Good Examples: ! • Blog post: Top 5 ways the ! library can help you find ! a job ! ! • !Photos: Kids using the 3D printer 19 5 6
- 20. Awesome Content in the Wild 20
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- 23. Canterlot Library Working Model Canterlot Public Library Our mission is to give access to ideas in various media. Organizational Objective Target Audience Call to Action Content Hypothesis Support parents to encourage a love of reading and learning in their children Parents with small children “Put a book on hold” Recommendations for books/videos on common parenting challenges 23
- 24. Step 5: Make it Findable Key Question: How will our target audience find this content? ! ! vs. ! ! ! ! ! ! ! 24 5 6
- 25. Library Search Engine Wins 25
- 26. Library Search Engine Lost Causes 26
- 27. Canterlot Library Working Model Canterlot Public Library Our mission is to give access to ideas in various media. Organizational Objective Target Audience Call to Action Content Hypothesis Found by Support parents to encourage a love of reading and learning in their children Parents with small children “Put a book on hold” Recommendations for books/videos on common parenting challenges Link from story-time event page 27
- 28. Step 6: Identifying KPIs Key Question: What metric best tells you if you’re meeting your content goal? ! ! ! ! ! Visits ! Downloads ! 28 5 6 Call to Action Follow through
- 29. Canterlot Library Working Model Canterlot Public Library Our mission is to give access to ideas in various media. Organizational Objective Target Audience Support parents to encourage a love of reading and learning in their children Call to Action “Put a book on hold” Content Hypothesis Found by KPIs Parents with small children Recommendations for books/videos on common parenting challenges Link from story-time event page Visits # of books put on hold 29
- 30. Step 7: Setting Targets Key Question: How will we know if our strategy succeeded? ! ! ! ! ! 100 Visits ! per month 20 Downloads per month 30 5 6 20 Shares per 10 holds placed month
- 31. Canterlot Library Working Model Canterlot Public Library Our mission is to give access to ideas in various media. Organizational Objective Target Audience Support parents to encourage a love of reading and learning in their children Parents with small children Call to Action Content Hypothesis Found by KPIs Targets “Put a book on hold” Recommendations for books/videos on common parenting challenges Link from story-time event page Visits # of books put on hold 100 monthly visits 5 monthly hold requests 31
- 32. Step 8: Segmenting Visitors Key Questions: ! Acquisition: How are visitors coming to our site? ! Behaviors: What are people doing when they get here? ! Outcomes: Who are the people who are following through on calls to action? ! ! ! ! ! 32 5 6
- 33. Google Analytics Segments Choose the default segments that make sense for you and then start experimenting with custom segments. 33
- 34. Canterlot Library Working Model Canterlot Public Library Our mission is to give access to ideas in various media. Organizational Objective Target Audience Support parents to encourage a love of reading and learning in their children Parents with small children Call to Action Content Hypothesis Found by KPIs Targets Segments “Put a book on hold” Recommendations for books/videos on common parenting challenges Link from story-time event page Visits # of books put on hold 100 monthly visits 5 monthly hold requests New vs. Returning Visitors 34
- 35. Now, Sign It In Blood “The Iron Rule of performance metrics is: Any stakeholder that doesn’t sign off on your objectives, goals, KPIs and segments will not accept the results of your assessment” ! Janet Eyler and Dwight Giles, Where’s the Learning in Service Learning 35
- 36. The Key to Success a presentation by 36
- 37. There Are No Wrong Answers 37
- 38. Questions? a presentation by Kate Eyler-Werve kate@mightybytes.com 38
- 39. Content Strategy and Metrics Model Name of the Organization Mission Statement Organizational Objectives What the organization does to execute against its mission Target Audience Who are you trying to reach? Content Calls to Action What action do you want your target audience to take as a result of your content? What types of content will prompt your target audience to follow through on your call to action? Content Hypothesis Content Findability Key Performance Indicators Targets Segments How will your target audience find the content? Measures that help you understand if you are meeting your objectives Pre-determined indicators of success or failure A group of people with a set of behaviors, sources or outcomes in common 39