Content Strategy for Libraries

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    Web Content Strategyfor Libraries

    Nina McHaleDigital Experience Consultant

    April 30 2014

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    Our Agenda What is content strategy? Kissanes roles for content strategy Defining content

    Content workflow and creation Web governance

    Example: Features slideshow on theArapahoe Library District web site,arapahoelibraries.org

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    Content strategy is A growing discipline unto itself; How (and sometimes when) you say what you

    say;

    A mix of branding and editing; A way to ensure a consistent experience for all

    of your users.

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    Seminal Works for ContentStrategy

    Kristina Halvorson Erin Kissane

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    Content strategy isContent strategy plans for thecreation, publication, and governanceof useful, usable content.

    -Kristina Halvorsonhttp://www.alistapart.com/articles/thedisciplineofcontentstrategy

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    Content strategy is NOT your CMSHoping that a content management system

    will replacehuman care and attention [toweb content] is about as effective as pointinga barn full of unmanned agriculturalmachinery at a field, going on vacation, andhoping it all works out.

    -Erin Kissane, The Elements of Content Strategy

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    Wherefore Content Strategyin Libraries?

    Reference/public services have the referenceinterview;

    Tech Services have the AACR2, MARC

    record; IT staff (network/desktop) have recognizedindustry standards;

    Content strategy provides guidance indeveloping, publishing, and managing webcontent.

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    Roles in Kissanes ContentStrategy Model

    Editors

    Know how/trained to write for the web Understand the audience Curators

    Develop ideas for new tools and types of content

    Marketers Communicate with customers Usability testing, outreach

    Information Pros Create information architecture Develop workflow for all

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    Who are your editors, curators,marketers, and info pros?

    (In a smaller library environment, theres going to beoverlap, and thats okay.)

    (But if no ones doing these things, thats less okay.)

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    Defining Content Primary audience:

    WHO is this content for?

    Scope: WHAT information and elements comprise it?

    Interactivity outcome: What do we want to happen when the primary audience

    interacts with it?

    Update frequency: How often does this need freshened up to prevent it from

    being stale? WHEN (and WHERE?) is it relevant in users

    lives?

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    Content Creation: Workflow Once you have all of the content pieces

    defined, you can talk workflow Benefits:

    Communicating content expectations for all (sothey know what/when to expect change)

    Communicating obligation to responsible partiesand their management

    Making these discussions with stakeholdersiterative ensures that it accurately reflectseveryone's understanding.

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    What to Include in WorkflowDiscussions

    Name of the content type: what should we callit?

    Responsible party/ies

    Frequency of updates Staff time required

    Which staff? Who does what, when?

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    GovernanceWeb governance is the structure of people, positions, authorities,

    roles, responsibilities, relationships, and rules involved inmanaging an agencys website(s). The governance structuredefines who can make what decisions, who is accountable forwhich efforts, and how each of the players must work together to

    operate a website and a web management process effectively.

    Federal Web Managers Governance and Operations Sub-

    Council http://www.howto.gov/web-content/governance/definition

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    Think of governanceas a collection policy

    for your web site.

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    Why Do We Need Content Governance?aka, The Great LibGuides Fail of 2011

    LibGuides was Auraria Librarys first CMS

    Best practices for guide content were drafted, posted,and reviewed on the intranet but never fullyvetted/implemented

    The result: No consistency in IA/navigation No consistency in design/layout No consistency in image use/quality/attribution Frustrated web admins, frustrated librarians,

    disinterested users

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    Who are the Authoritiesin Library Content Governance?

    Web librarians, designers, and developers

    Supervisors Web oversight/advisory committees IT department(s; library/external) Administration Boards (public libraries)

    Parent institutions (city, college/university)

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    What Documents Constitute the Rules forLibrary Content Governance?

    Job descriptions, performance plans

    Strategic plans Best practices, guidelines, style guides Process documentation Training materials Committee charges

    Web server access agreements

    Who makes which rules? Why?

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    SoAre We the Web Police? Sortabut our goals are to:

    Decentralize content production Bring more people into the web site fold Take advantage of, and promote, everyones

    expertise and knowledge about library resourcesand services

    Establish a unified voice/brand for our libraries

    Create a web site that is consistent, current,adheres to best practices, and is easy/pleasant tomaintain and use

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    Recovering from The Great LibGuides Fail of

    2011:The Auraria Content Governance Model

    People, positions, authorities, responsibilitiesand roles were sorted into appropriate

    planning, creation, and governance Models and processes were vetted and adopted

    by the Shared Leadership (administrative)committee

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    Vet content with staffas appropriate

    Content containercreatedAssign responsibility for

    contentcreation/maintenance

    Mockup/sample content,developed based on best

    web writing practices

    Web staff checkscode, tests

    CXC vets content

    Published to live

    Proposal for new content,revisions to CXC for idea

    approval

    Content Creation/Revision

    Make changes asnecessary

    Make changes as

    necessary

    Planning

    Development LaunchGather information from

    stakeholders

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    Content Model: Planning Phase Anyone can make suggestions for new content

    Responsibility for creation/maintenance must beassumed or assigned

    Sample content must be provided before web staffwork begins

    Web team makes recommendations for presentationof the content

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    Content Model:Development Phase

    Content container created (Drupal contenttype) and designed by web staff

    Vet with staff as appropriate (depends oncontent)

    Web team revises as necessary based onfeedback

    Communications Committee reviews/approvescontent

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    Content Model: Launch Phase Communications Committee vets content Web staff checks/tests affected parts of the

    web site

    Changes made, as necessary Content published to production environment Content marketed as determined by the

    Communications Committee

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    Activity: Governance

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    Tips for Governance Be democratic

    Be transparent Be overly communicative Be positive/use positive language Give authority to others, with a clear understanding

    of the related responsibilities Ask for authority for yourself-even if that extends

    beyond the library-and articulate why you need it

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    Feature Carousel, 1/2Primary audience: Patrons

    Scope: qualitative selection & timely promotion of

    services qualitative selection & timely promotion of events,

    programs and classes qualitative selection & timely promotion of

    campaigns no more than 5 items at a time primarily graphical presentation w/ text only

    serving as a title to elicit a click through

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    Feature Carousel, 2/2Interactivity outcome:

    Provide a hook into an experience of the library(digital or physical)

    Circulating traffic within the website

    Frequency:- multiple times per week

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    Workflow: Staff Involved Programming, reference, materials services

    Promotions of anything within the district, such asevents, databases, programming, servicesyou nameit, we can promote it!

    Marketing: Provided graphics and copy for events/promotions

    Web Team: Posted graphics, copy, related pages/content to the web

    site Recommended better writing for the web practices

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    Governance Web Team/III supervisor worked out a process

    to streamline the work between departments Web Team members provided guidance on

    writing for the web and HOW to present thematerial on the web site versus in a print flier

    Web developer used technical tricks to make

    preparation of the material easier for others Whoops: content life cycle not defined!

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    Questions? Comments?Nina McHale

    ninermac.net/contact

    @ninermac