Hands On Content Strategy - Tijana Tasich & Conxa Roda

Conxa Rodà @innova2 Tijana Tasich @teengily

#MuseumNext #contentstrategy

Museum content strategy

Which way to go?

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…

’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’

Content Strategy Alliance

’Content strategy plans for the creation, publication and governance of useful, usable content.’

Kristina Halvorson

Bill Gates, 1996

Copyright: Mark Smiciklas, based on Chris Brogan

Is this a piece of content?

Copyright: Imperial War Museum, London, UK

Content is UX UX is content

‘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

But one thing is certain…

A million $ question: What makes a successful content strategy?

’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’

Content Strategy Alliance

’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’

Content Strategy Alliance

’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’

Content Strategy Alliance

’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’

Content Strategy Alliance

’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’

Content Strategy Alliance

Image credit: Conxa Rodà

’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’

Content Strategy Alliance

Motivations for visits to museums and galleries

Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013

Engagement with content before/during/after a visit

Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013

Content accessed/activities before a visit

Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013

Content accessed/activities during a visit

Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013

Content accessed/activities after a visit

Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013

Engagement with content during a visit

Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013

If you knew all this about your audiences, how would that influence your plans for creation, distribution and promotion of content?

’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’

Content Strategy Alliance

’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’

Content Strategy Alliance

’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

’Contentitis' Salma Jafri

A walkthrough content strategy

elements

Plan Analyse Create

Communicate Evaluate

CONTENT

Source: Salma Jaffri, http://searchenginewatch.com/article/2355255/The-Virtuous-Content-Cycle-How-to-Strategize-Structure-Systemize-Content

Plan Analyse Create

Communicate Evaluate

CONTENT

Content strategic plan:

Goals Audiences

Governance Workflow

Measures of success

Content strategic plan:

Goals Audiences

Governance Workflow

Measures of success

Content strategic plan:

Goals Audiences

Governance Workflow

Measures of success

Tate’s website audience segmentation 2014

Content strategic plan:

Goals Audiences

Governance Workflow

Measures of success

Content strategic plan:

Goals Audiences

Governance Workflow

Measures of success

Workflow: roles and responsiblities for tasks

who, what, where, when will create, sign off, publish, distribute, measure, maintain, remove, moderate, design, promote content

Content workflow Create Review Revise Sign off Publish Evaluate Maintain

RACI model

Responsible Accountable Consulted Informed

Content strategic plan:

Goals Audiences

Governance Workflow

Measures of success

Measures of success

Plan Analyse Create

Communicate Evaluate

CONTENT

Content audit

What content have you already got?

Content inventory per channel: a list of all content resources

Content gap analysis

What content is missing to achieve your goal?

Plan Analyse Create

Communicate Evaluate

CONTENT

Useful and relevant content

Look at longtail keywords to find topics of interest to your audiences

MoSCoW method

Image source:http://www2.mokabyte.it/cms/article.run?permalink=mb186_AgileGamification-4

Evergreen content = SEO content Biographies Glossaries Research papers Exhibition and collection information Interviews Guides

Evergreen content How to… Timelines… Top ten… Who was… What is… Top tips… DIY guide to… Storytelling…

This is NOT evergreen content

Press releases News articles Seasonal content Trendy content Statistics

Marketing content always has revenue as its final objectives.

Evergreen content is a final destination.

Content marketing vs Content as a destination

Accessible content

Multi-format content

Platform-tailored content

Find your niche

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 historyProgramme 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

Content tables

NPR’s COPE content publishing model

Create once publish everywhere

http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere?next_slideshow=1

Editorial and brand guidelines Accessibility guidelines Moderation guidelines Etc

Plan Analyse Create

Communicate Evaluate

CONTENT

Tate St Ives’ campaign communication plan

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 PantBlog museu - Conxa (II) X X X XConfe Lahuerta (29/1) XSketchcrawl (31/1) X X XVisites CDS Casagemas XTarda diss Gratuïta X XPíndola XBcnegra 2015 (1/2) X X X X X X1r 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 PantBlog museu - Cornella X X X XVisites CDS Casagemas XTarda diss Gratuïta X XAp correos 1001 (7/2) X X X X X X X X X X XSta Eulàlia + Laies X XHistòries 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 PantBlog museu - MEDIAMBIENT X X X XSta Eulàlia + Laies X X X XVisites CDS Casagemas XTarda diss Gratuïta X XCarnaval X XSwing X X X X X X X X X X

DIVENDRES DISSABTE DIUMENGE9 10 11 12 13 14 15

DILLUNS DIMARTS DIMECRES DIJOUS

29 30 31 1DIJOUS DIVENDRES DISSABTE DIUMENGE

5 6 7 82 3 4DIMARTSDILLUNS DIMECRES DIUMENGEDIJOUS DIVENDRES DISSABTE

Social media and web weekly calendar @MuseuNac_Cat

Plan Analyse Create

Communicate Evaluate

CONTENT

Plan Analyse Create

Communicate Evaluate

CONTENT

Current trends & inspiration

Editorial content

User-generated content: Tate Collectives GIF party

Acknowledging user’s contributions

Metadata as content Content which describes and categorises content and objects

Comes in these formats: fields and values

Key to content findability by applications

Digital storytelling

Viral content

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

Build content strategy that is achievable and sustainable

Thank you

Tijana Tasich @teengily Conxa Rodà @innova2