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Content Strategy Workshop Museums and the Web 2015 Chicago

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Slides from the Content Strategy Workshop delivered by Tijana Tasich (and prepared by Tijana Tasich and Conxa Roda) for the Museums and the Web 2015 conference

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Content Strategy Workshop Museums and the Web 2015 Chicago

  1. 1. @innova2 @teengily #MW2015 #contentstrategy Museum content strategy Which way to go?
  2. 2. Conxa was here!!! To make you think about content+strategy To walk you through content strategy ingredients To offer inspiration for content creation To introduce you to strategic content planning and creation tools To exchange ideas with you and generally have a nice, quality time By the end of it, we would all be speaking a common language I 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
  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. But one thing is certain…
  10. 10. A million $ question: What makes a successful content strategy?
  11. 11. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
  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. Image credit: Conxa Rodà
  17. 17. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
  18. 18. Motivations for visits to museums and galleries
  19. 19. Engagement with Tate’s content before/during/after a visit
  20. 20. Tate’s content accessed/activities before a visit
  21. 21. Tate’s content accessed/activities during a visit
  22. 22. Tate’s content accessed/activities after a visit
  23. 23. Engagement with Tate’s content during a visit
  24. 24. If you knew all this about your audiences, how would that influence your plans for creation, distribution and promotion of content?
  25. 25. Before/during/after… Activity: before/during/after content audit
  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. Copyright: DOMO
  30. 30. ’Contentitis' Salma Jafri
  31. 31. Less is more More of the same Something completely different
  32. 32. Evergreen content = SEO content Biographies Glossaries Research papers Exhibition and collection information Interviews Guides
  33. 33. This is NOT evergreen content Press releases News articles Seasonal content Trendy content Statistics
  34. 34. Marketing content always has revenue as its final objectives. Evergreen content is a final destination. Content marketing vs Content as a destination
  35. 35. Blogs
  36. 36. Editorial content
  37. 37. Metadata as content Content which describes and categorises content and objects Comes in these formats: fields and values Key to content findability by applications
  38. 38. Dublin Core model for content management Title Creator Subject Description Publisher Contributor Date Type Format Identifier Source Language Relation Coverage Rights
  39. 39. User-generated content: Tate Collectives GIF party
  40. 40. §
  41. 41. Crowdsourced content
  42. 42. User response as content
  43. 43. vangoyourself.com: scenification
  44. 44. Acknowledging user’s contributions
  45. 45. Digital storytelling
  46. 46. Viral content
  47. 47. Viral content
  48. 48. Activity:Let’s brainstorm some viral content
  49. 49. And create something like this!
  50. 50. A walkthrough content strategy elements
  51. 51. Plan Analyse Create Communicate Evaluate CONTENT
  52. 52. Plan Analyse Create Communicate Evaluate CONTENT
  53. 53. Content strategic plan: Goals Audiences Governance Workflow Measures of success
  54. 54. Content strategic plan: Goals Audiences Governance Workflow Measures of success
  55. 55. Content strategic plan: Goals Audiences Governance Workflow Measures of success
  56. 56. Content strategic plan: Goals Audiences Governance Workflow Measures of success
  57. 57. Content strategic plan: Goals Audiences Governance Workflow Measures of success
  58. 58. Workflow: roles and responsiblities for tasks who, what, where, when will create, sign off, publish, distribute, measure, maintain, remove, moderate, design, promote content
  59. 59. Content workflow Create Review Revise Sign off Publish Evaluate Maintain
  60. 60. RACI model Responsible Accountable Consulted Informed
  61. 61. Content strategic plan: Goals Audiences Governance Workflow Measures of success
  62. 62. Measures of success
  63. 63. Activity: how much of a content strategic plan do you have?
  64. 64. Plan Analyse Create Communicate Evaluate CONTENT
  65. 65. Content and channel audit and gap analysis What content have you already got and what you need to produce? Content inventory per channel: a list of all content resources
  66. 66. Content gap analysis: What content is missing to achieve your goal?
  67. 67. Plan Analyse Create Communicate Evaluate CONTENT
  68. 68. Useful and relevant content Look at longtail keywords to find topics of interest to your audiences
  69. 69. Evergreen content How to… Top ten… Who was… What is… Top tips… DIY guide to…
  70. 70. Accessible content
  71. 71. Multi-format content
  72. 72. Platform-tailored content
  73. 73. Find your niche
  74. 74. 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
  75. 75. Content tables
  76. 76. NPR’s COPE content publishing model Create once publish everywhere CMS - content mgt not publishing API - presentation layer http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere?next_slideshow=1
  77. 77. http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere?next_slideshow=1
  78. 78. Editorial and brand guidelines Accessibility guidelines Moderation guidelines Etc
  79. 79. Content presentation User journeys Navigation Wireframes Prototypes
  80. 80. Plan Analyse Create Communicate Evaluate CONTENT
  81. 81. Plan Analyse Create Communicate Evaluate CONTENT
  82. 82. Plan Analyse Create Communicate Evaluate CONTENT
  83. 83. Activity: CORE content creation model
  84. 84. Final word of advice: Know your organisation and audiences Create content for YOUR audiences that delivers on organisational objectives Find your niche Keep content useful, useable, engaging, consistent Promote your content Analyse your content
  85. 85. Build content strategy that is achievable and sustainable
  86. 86. Thank you @teengily @innova2

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