1. Get Your Online Content Under Control:Content StrategyFor
The Public Sector Gov 2.0 Expo | May 25, 2010 8.21.2009 |
2.
Meghan Casey
Content Strategist, Brain Traffic
Now who might you be?
INTRODUCTIONS
4.
WHAT IS CONTENT?
5.
WHAT IS CONTENT?
6.
WHAT IS CONTENT?
I say funny stuff.
7.
WHAT IS CONTENT?
Youre a nice lady. And I love you.But, you need to be quiet now.
Informative Instructional Entertaining Source: My dad
8. ONLINE CONTENT IS:Text
9. ONLINE CONTENT IS:Text
10. ONLINE CONTENT IS:Text
11. ONLINE CONTENT IS:Text
12. ONLINE CONTENT IS:Text
13. ONLINE CONTENT IS:Text
14. ONLINE CONTENT IS:Text
15. ONLINE CONTENT IS:Text
16. ONLINE CONTENT IS:Text
17. ONLINE CONTENT IS:Video and animation Text
18. ONLINE CONTENT IS:Video and animation TextImages
19. ONLINE CONTENT IS:Video and animation Audio TextImages
20.
A plan for obtaining a specific goal
or result.
WHAT IS ASTRATEGY ?
21.
Provides clarity
Leads to informed recommendations
Facilitates smart decision making
Documents the action plan
Guides implementation
WHAT DOES A STRATEGYDO ?
22.
The practice for the creation ,delivery ,
andgovernanceofcontent people care about .
WHAT ISCONTENTSTRATEGY?
23.
Four key components:
Substance
Structure
Workflow
Governance
WHAT ISCONTENTSTRATEGY?
Content People
24.
Ensures content is:
Useful
Usable
Purposeful
Profitable
WHAT DOESCONTENT STRATEGYDO ?
User benefits Business benefits
25.
NOT JUST
What
26.
BUT
What
Why
How
For whom
By whom
With what
When
Where
How often
What next
27.
Q:Why Content Strategy?
A: They Come For The Content.
28.
The single most important thing most websites can offer to
their users is content that those users will find valuable.
The Elements of User Experience
Jesse James Garrett
29. the heart of government websites is accomplishing the
mission. WebContent.gov
34. Um, has anyone thought about the content?
35. IMPACT OF 11 th -HOUR CONTENT
Rework
Delayed timelines
Budget drains
Bad content
Bad usability
Frustrated stakeholders
Stressed employees
Unhappy users
Unsuccessful project
43.
THESE TIPS GO TO ELEVEN
44.
Control Your Content: Tip #1
Write your rally cry.
We need content strategy because
45.
We need content strategy because rewriting content that could
be reused is costing us money.
- Matthew Rocki, Bottomline Technologies
We need content strategy because we have a ton of useful
information, but the people who need it cant find it. - Anne
Condon, OptumHealth Financial Services
46.
Control Your Content: Tip #2
Find out what you have.
Conduct a website audit:
Page IDs
Page titles
URLs
Related content
Update history
Ownership
Relevant notes
47.
What is it about?
Where does it live?
When do you use it?
Who is it for?
Why did you create it?
How does it all fit together?
COMMUNICATIONS ECOSYSTEM
48. 10.06.2009 |DONT FORGET THE PEOPLE
49.
Control Your Content: Tip #3
Start a conversation.
Ask: If you could change one thing about the website, what would it
be? What are your challenges or pain points related to our website?
How could the website help our organization and users better? Whats
the most frequent comment you hear about our website?
50.
Control Your Content: Tip #5
Define your core purpose.
Our website exists to
51.
But, First Ask
52.
WHAT DO YOU WANT TO ACHIEVE?
Business Goals
Website Objectives
Success Factors
53.
Anytown USA, Animal Care & Control
Business Goal Increase operational efficiency of pet licensing
unit.
Related Website Objectives
Provide easy-to-find and easy-to-understand information about
pet licenses.
Make it easy to apply for licenses online.
Associated Success Factors
Reduction in customer service calls and emails about pet
licensing
Increase in online pet license applications
54.
Brand guidelines
Existing content
Stakeholders
Technology
Resources
Requirements
WHAT IMPACTS YOUR CONTENT?
Site analytics
Users
Competitors
Trends
External influencers
55.
Control Your Content: Tip #5
Become a profiler.
Determine: Who are your target users? What do they know about you?
How do they find you? What do you know about them? What do they
come to the site to do? What content will interest them most? What
happens if they dont find or do what they came for?
56. YOU
57. YOU USERS BRAINS
58.
NOW Whats Your Core Purpose?
The Anytown USAs Animal Care and Control Department website exists
to make the community safe for residents and pets.
59.
Control Your Content: Tip #6
Make a wish list.
Then rank it: Supports businessgoal? Helps achieve
websiteobjective? Fills a user need? Have resources tosupport it? 1
= No 2 = Sorta 3 = Yes
60. Create dog selector tool Improve online licensingprocess
Launch live chat for customer service Create interactive dog
friendly establishment map User Need Business Goal Site Objective
Resources 1 2 1 1 5 3 3 3 2 11 1 3 2 1 7 1 2 1 1 5
62.
Control Your Content: Tip #7
Set your content compass.
What story should your website tell? 1 second 10 seconds 2
minutes
66.
Control Your Content: Tip #8
Diagnose and Fix.
Analyze for:
Business objective
Target audience
Message clarity
Content quality
Timeliness
Functional performance
Metrics
68.
Frequently visited pages
Ineffective calls to action
Pages with high bounce rates
Drop off rates
Closely tied to success factors
69.
Control Your Content: Tip #9
Get your gavel.
Establish governance by:
Create tools
Core purpose and charter
Guidelines
Workflow
Roles and responsibilities
Communicate with stakeholders
Get alignment
Check in regularly
1 second 2 minutes
71. Im out of date. No one likes me. Im new here. Sorry, I was
wrong.
72.
Control Your Content: Tip #10
Plan for changes.
JJJJ 1 second 10 seconds 2 minutes
73. Reactive Proactive
74.
Control Your Content: Tip #11
Put it on the calendar.
An editorial calendar helps you: Integrate with other online and
offline communications/campaigns Keep your content fresh and
relevant Avoid embarrassing out-of-date content Demonstrate how
much youre doing Say no to errant content requests 2 minutes