Web Communication in the Public Sector
Content Strategy + Content Management for Government Organizations
What we’ll discuss
• Website Evolution• Content Strategy• Agile Processes and Communications• Social Media• Metrics• Campaign Management
Websites: Then and Now
Websites: Then and Now• More targeted content• Fresher content• Accessibility• Multi-lingual• Social media• Subscriptions/Syndication• Multi-media• Engagement and interaction
The Evolution of Web Content Management Systems
• Flexibility and scalability • Content sharing between pages and sites• COPE: Create Once Publish Everywhere• The focus is on content strategy
Content Strategy: It’s time
• Determines how to best serve your target audience
• Involves analytics to assess the success of existing content
Content Strategy
Identify the questions that you need your content strategy to answer:– What?– Who?– When?– Where?– How?
Content Strategy - Outcomes
• High quality content• Better resource allocations • Better workflows• Improves your SEO• Optimizes promotion of your content• Ability to do more with less (smart and agile
content repurposing)
Content Strategy - Outcomes
• Helps you identify what works best• Better consistency of your message• Fewer back and forth: IT, Communications,
other departments work together and everybody understands each other’s goals and processes
Content Strategy – Getting Started
• Baby Steps• Low hanging fruit• Know your team • Know your audience
Content Strategy – Getting Started
• Identify key messages and strategic goals• Content audit• Content gaps• Editorial calendar• Be agile
Agile Methodologies
• Track -> Measure -> Analyze -> Inspect -> Adjust• Easy to make changes• Continuously optimize your approach• Without metrics, you can’t get better
Agile Processes
• Traditional: Massive re-designs, long processes• Now: Ongoing process, ongoing tuning
http://uxdesign.smashingmagazine.com/2012/05/16/stop-redesigning-start-tuning-your-site/
Agile Communications and PR
• Goals and objectives• Track and measure• Inspect and adjust• Engagement
Social Media
• Not a replacement for your CMS• Communicate with your audience• Promote your content and provide value• Reputation management• Track, measure, analyze, adjust
Analytics
Web Analytics– Start small – define a few measurable goals– Measure conversions– Use the data to make content (and design!)
decisions
Analytics
• Key to analytics: Action Items• Provide your content contributors with data
they can use:– Keywords and search terms – Referring sites and inbound links– Social media channel measurement– Entry and exit points– Conversion rates
Analytics
Social analytics– Followers, likes, subscribers– Traffic sources – Engagement score
Campaign ManagementWebsite
Social Media
Sustainability Event
Emails
Anno
unce
men
t/
Land
ing P
age
Event follow-ups
Promo posts
Form Conversions
A/B Test Calls to Action
QR codes for promotion
QR codes attendance tracking
Videos
Cost per participant
Content Management System Content Marketing/Strategy Tool
Website Analytics
Social Analytics
Forms and Landing Pages
Conversion Rates
Engagement tracking
Search Engine Optimization
Social Media Management
Brand consistency
Content Audit
Editorial Calendar
Behavior Tracking
Multi-site management
Cross-site sharing of content
Users/Groups/Roles
Easy content creation
In-Context Analytics
Approval workflows
A/B Testing
Content syndication
Multimedia management
Users/Groups/Roles
+
Actionable Data
Targeted, Quality Content
Campaign Management
Content Synergy
Putting it all together
• Agility:– Focus on content, social media, measurement, ROI– Campaign management and optimization
• Develop a content strategy• Set goals and objectives
Putting it all together
• Use social media to promote your content and to interact with your audience
• Use web and social analytics• Track as much as you can• Inspect your results and adjust your strategy• Content Synergy: Better content and wider
reach
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