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Content strategy workshop, MuseumNext 2015

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Content strategy workshop in Geneva at MuseumNext 2015

Created and presented by Conxa Roda and Tijana Tasich

Published in: Leadership & Management

Content strategy workshop, MuseumNext 2015

  1. 1. Conxa Rodà @innova2 Tijana Tasich @teengily #MuseumNext #contentstrategy Museum content strategy Which way to go?
  2. 2. To make you think about content+strategy To introduce content strategy ingredients To introduce strategic content planning and creation tools To exchange ideas and generally have a nice, quality time By the end of it, we would all be speaking a common language We wish…
  3. 3. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
  4. 4. ’Content strategy plans for the creation, publication and governance of useful, usable content.’ Kristina Halvorson
  5. 5. Bill Gates, 1996
  6. 6. Copyright: Mark Smiciklas, based on Chris Brogan
  7. 7. Is this a piece of content? Copyright: Imperial War Museum, London, UK
  8. 8. Content is UX UX is content
  9. 9. ‘If the primary purpose of websites is to deliver valuable content to the audience, we should be designing content- first for the best possible UX’ Liam King, 2014
  10. 10. But one thing is certain…
  11. 11. A million $ question: What makes a successful content strategy?
  12. 12. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
  13. 13. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
  14. 14. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
  15. 15. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
  16. 16. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
  17. 17. Image credit: Conxa Rodà
  18. 18. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
  19. 19. Motivations for visits to museums and galleries Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013
  20. 20. Engagement with content before/during/after a visit Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013
  21. 21. Content accessed/activities before a visit Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013
  22. 22. Content accessed/activities during a visit Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013
  23. 23. Content accessed/activities after a visit Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013
  24. 24. Engagement with content during a visit Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013
  25. 25. If you knew all this about your audiences, how would that influence your plans for creation, distribution and promotion of content?
  26. 26. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
  27. 27. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
  28. 28. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance More content
  29. 29. ’Contentitis' Salma Jafri
  30. 30. A walkthrough content strategy elements
  31. 31. Plan Analyse Create Communicate Evaluate CONTENT
  32. 32. Source: Salma Jaffri, http://searchenginewatch.com/article/2355255/The-Virtuous- Content-Cycle-How-to-Strategize-Structure-Systemize-Content
  33. 33. Plan Analyse Create Communicate Evaluate CONTENT
  34. 34. Content strategic plan: Goals Audiences Governance Workflow Measures of success
  35. 35. Content strategic plan: Goals Audiences Governance Workflow Measures of success
  36. 36. Content strategic plan: Goals Audiences Governance Workflow Measures of success
  37. 37. Tate’s website audience segmentation 2014
  38. 38. Content strategic plan: Goals Audiences Governance Workflow Measures of success
  39. 39. Content strategic plan: Goals Audiences Governance Workflow Measures of success
  40. 40. Workflow: roles and responsiblities for tasks who, what, where, when will create, sign off, publish, distribute, measure, maintain, remove, moderate, design, promote content
  41. 41. Content workflow Create Review Revise Sign off Publish Evaluate Maintain
  42. 42. RACI model Responsible Accountable Consulted Informed
  43. 43. Content strategic plan: Goals Audiences Governance Workflow Measures of success
  44. 44. Measures of success
  45. 45. Plan Analyse Create Communicate Evaluate CONTENT
  46. 46. Content audit What content have you already got? Content inventory per channel: a list of all content resources
  47. 47. Content gap analysis What content is missing to achieve your goal?
  48. 48. Plan Analyse Create Communicate Evaluate CONTENT
  49. 49. Useful and relevant content Look at longtail keywords to find topics of interest to your audiences
  50. 50. 
 MoSCoW method
 Image source:http://www2.mokabyte.it/cms/ article.run?permalink=mb186_AgileGamification-4
  51. 51. Evergreen content = SEO content Biographies Glossaries Research papers Exhibition and collection information Interviews Guides
  52. 52. Evergreen content How to… Timelines… Top ten… Who was… What is… Top tips… DIY guide to… Storytelling…
  53. 53. This is NOT evergreen content Press releases News articles Seasonal content Trendy content Statistics
  54. 54. Marketing content always has revenue as its final objectives. Evergreen content is a final destination. Content marketing vs Content as a destination
  55. 55. Accessible content
  56. 56. Multi-format content
  57. 57. Platform-tailored content
  58. 58. Find your niche
  59. 59. Content plan or calendar TATE ST IVES DIGITAL CONTENT PLAN - 2013/14 2013 2014 Key messages Content Who MAY JUN JUL AUG SEPT OCT NOV DEC JAN FEB MAR APR Tate St Ives historical context/ links to British/St Ives modernism Why Tate is in St Ives? EE Gallery of archive images - St Ives pre-Tate, BH studio, etc AF Barbara Hepworth story and history Commission JA? Summer show 2014 - series of blogs in build up to 2014 Commission external TSI 2 building project Future for TSI - Phase 2 blogs series Project co-ordinator TSI IS 21 years old TSI is 21 - series of blogs around 21st anniversary EE/AF TSI is 21 - the opening day/ week/year Staff/stakeholders who may have been at the 1st day? What are your memories of St ives/Tate opening? Cornwall artists St Ives art history Programme team? Commission writer? Films: Barbara Hepworth, Peter Lanyon, William Scott Tate Media Take home a piece of TSI (ltd edition prints with cornwall links, shop merchandise cornish links) EE with BS Cornwall/St ives tourist message Curator's top 10 places to visit in Cornwall MC What to do in St Ives/ Cornwall (summer/winter seasons) Artists? /other staff members/volunteers? Business members? Late at Tate - series of blogs on content of each event/ call to local people to attend KG/BN Tate café - cornish links/ selling up local suppliers EE What's your perfect day/ holiday memory of St Ives and Cornwall? local artists/contacts - business members? Family Friendly Yes, you can touch that….Families in art galleries RW, repurpose existing content Family programme - highlights/top 10 RW I visited TSI/BHM with a pre- schoolers and survived! A mum contact I spy Tate - stories and clues behind the images EE/AF/RW I Spied Tate - what did you spy? Follow up with audience reviews/ comment/photos EE/RW 1
  60. 60. Content tables
  61. 61. NPR’s COPE content publishing model Create once publish everywhere http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere?next_slideshow=1
  62. 62. Editorial and brand guidelines Accessibility guidelines Moderation guidelines Etc
  63. 63. Plan Analyse Create Communicate Evaluate CONTENT
  64. 64. Tate St Ives’ campaign communication plan
  65. 65. W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant Blog museu - Conxa (II) X X X X Confe Lahuerta (29/1) X Sketchcrawl (31/1) X X X Visites CDS Casagemas X Tarda diss Gratuïta X X Píndola X Bcnegra 2015 (1/2) X X X X X X 1r dmg mes (1/2) X W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant Blog museu - Cornella X X X X Visites CDS Casagemas X Tarda diss Gratuïta X X Ap correos 1001 (7/2) X X X X X X X X X X X Sta Eulàlia + Laies X X Històries relleu (8/2) X X X X X X X X W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant Blog museu - MEDIAMBIENT X X X X Sta Eulàlia + Laies X X X X Visites CDS Casagemas X Tarda diss Gratuïta X X Carnaval X X Swing X X X X X X X X X X DIVENDRES DISSABTE DIUMENGE 9 10 11 12 13 14 15 DILLUNS DIMARTS DIMECRES DIJOUS 29 30 31 1 DIJOUS DIVENDRES DISSABTE DIUMENGE 5 6 7 82 3 4 DIMARTSDILLUNS DIMECRES DIUMENGEDIJOUS DIVENDRES DISSABTE Social media and web weekly calendar @MuseuNac_Cat
  66. 66. Plan Analyse Create Communicate Evaluate CONTENT
  67. 67. Plan Analyse Create Communicate Evaluate CONTENT
  68. 68. Current trends & inspiration
  69. 69. Editorial content
  70. 70. User-generated content: Tate Collectives GIF party
  71. 71. Acknowledging user’s contributions
  72. 72. Metadata as content Content which describes and categorises content and objects Comes in these formats: fields and values Key to content findability by applications
  73. 73. Digital storytelling
  74. 74. Viral content
  75. 75. Final word of advice: Know your organisation and audiences Put the user first: create content for YOUR audiences Content-first culture Find your niche Keep content useful, useable, engaging, consistent Less is more: get rid of useless content Promote your content Analyse your content
  76. 76. Build content strategy that is achievable and sustainable
  77. 77. Thank you Tijana Tasich @teengily Conxa Rodà @innova2

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