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8/12/2019 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