User-Focused Content Strategy That Fits (Carrie Hane Dennison, Lorelei Brown)
Content Strategy That Fits SMALL MEDIUM AND LARGE Carrie Hane Dennison @carriehd Lorelei Brown @beezy #userfocus
Self-testDo you have Do you know A list of search terms? When you need to update your site? Analytics? Who is responsible for the A list of site content? content? A standards/editorial style What words everyone is using to guide? describe your company/product/offering? Target audiences?
Content StrategyAUDITS, STRATEGY, GOVERNANCE Audits – LISTING A list of content on your site. What wordseveryone is using to describe your company/product/offering? Search terms? Strategy – PLANNING When you need to update content. Defined audience. How content builds a relationship with your audience. Governance – MAINTAINING Define who is responsible for the content. Standards/editorial style guide? Know who’s the sheriff?
Why Bother? Reasons WHY you’re doing this – a plan that everyone can agree on (more or less) Ways to measure if the plan is working Guidelines to prioritize work Less overhead time figuring out what you need to do More time spent engaging your audience
Audit – You Are Here You can’t know how to get where you’re going until you know where you are. SMALL Start with top level pages and key ‘strategic content’image of map with Note seasonal/response content"you are here" MEDIUM Add audiences, purposes, start evaluation LARGE List every page
INSERT EXAMPLE OFAUDIT screen shot of NGAUS content inventory
Audit Outcomes Catalog of what’s there Condition of the content – good, editable, redundant, terrible What’s missing
Strategy – We Are GoingThereWhat’s the route you’re going to take to get there? SMALL Define who we’re trying to reach and what they want to know. MEDIUM Map pages and paths to user tasks Find pain points LARGE Group content to pages Consider IA/functionality revisions
Strategy Outcomes Strong guidelines for producing content. Hit the ground running – we’re already ramped up. Common understanding for designers, developers, marketers….everyone.
Ggovernance – We’re Here! SMALL Define how something gets on the site Write a basic site calendar Assign content ownership Create an archive policy MEDIUM Write a visual and editorial style guide Include voice, vocabulary, etc. Create workflows LARGE Form a governance board that meets quarterly Coordinate website and other communication channels Get a place at the table
GOVERNANCE EXAMPLES Screen shot of giant spreadsheet of terror
Governance Outcomes Standards and process Unified voice Content is audience-focused
Getting Started Activities Assess the situation Audit Get baseline metrics to measure changes Find Partnerships Coordinate editorial calendars Record decisions Build buy-in
Keep Going Altruism: Build credibility by being helpful Communicate bite-sized, what’s-in-it-for- me numbers and facts Make it easier to produce and post content Self-Interest: Show value by being helpful Track saved manhours from your team and other teams Save happy emails