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h"p://echa.europa.eu/addressing-‐chemicals-‐of-‐concern/substances-‐of-‐poten8al-‐concern/svhc-‐roadmap-‐to-‐2020-‐implementa8on
Content Strategy RoadmapPhase 1: Inputs1. Discovery2. Content audit and assessment3. Comparative content analysis 4. Empathy-based audience personas
Phase 2: Outputs1. Taxonomy2. Content modeling3. Content creation and publishing guidelines4. Roles, lifecycles, workflow, governance5. Content marketing and promotions6. Handoff, next steps
Introduction to
Content Strategy
Get the right contentto the right personfor the right action
For all associations, the number one challenge to membership growth is “difficulty in communicating value or benefit.”
—2014 Membership Marketing Benchmarking Report
http://www.marketinggeneral.com/resources/benchmark-report/
Goals• Drive member value• Increase satisfaction• Increase usage of our programs, products,
services, resources, and tools
• Who, what, when, where, why, and how of publishing content online
• A strategic statement tying content to business goals
• The people, processes, and power to execute that statement
Policies and guidelines+
Audience understanding+
Business knowledge=
11
Content is…Event ProductClass ProgramResearch
Content strategy is…Event strategy Product strategyClass strategy Program strategyResearch strategy
Content is…My Event My ProductMy Class My ProgramMy Research
15
“Every pixel has an owner.”
– Paul Ford, former web editor at Harper’s magazine
“It is difficult to get a man to understand something, when his salary depends upon his not understanding it.”
– Upton Sinclair, 1935
18
h"p://www.amazon.com/Have-‐Always-‐Done-‐That-‐Way/dp/184728857X/
Department
Message
Audience
Department
Message
Audience
Department
Message
Audience
Department
Message
Audience
Old thinking
Organization: Programs, offerings
Audience
Messages
Audience Audience Audience
New thinking
21
22
Content strategy is
CHANGE MANAGEMENT
Discovery
h"p://www.amnh.org/exhibi8ons/permanent-‐exhibi8ons/discovery-‐room
Learn about the organization and its audiences
• Use what exists• Fill in what’s missing
About the organization• Values• Mission• Business goals• Products & programs• Future plans
About member needs and preferences
• Member needs assessments• Non-renewal surveys• Conference exit surveys
• Interviews• Behavior surveys• Usability testing• Field visits
Supplement
h"ps://www.flickr.com/photos/xoques/3758640007
Strategy Statement
The <Organization>’s social intranet will:
Collect and surface/curate critical, relevant editorial content created by appropriate <organization> corporate departments, divisions and employees.
Enable and motivate employees to connect, interact and collaborate via social features.
Foster a culture of innovation.
We will develop and maintain content that helps people practice and enjoy the arts.
To reduce customer service center costs, we will provide user-facing, task-based support content that makes our professional customers feel confident when configuring products for their clients.
NAMI.org will advance the NAMI movement by recruiting and motivating supporters and ambassadors to:
– educate themselves and others about mental illness and recovery
– find and access support– contribute by donating, walking, engaging,
joining– take action by advocating, participating,
volunteering, and sharing their stories
Content strategy statement
< O r g a n i z a t i o n > o f f e r s _ _ _ _ _ _ _ , _ _ _ _ _ _ _ c o n t e n t t h a t h e l p s t h e m _ _ _ _ _ _ _ _ _ _ _ _ _ a n d _ _ _ _ _ _ _ _ _ _ _ _ _ b y m a k i n g _ _ _ _ _ _ _ _ f e e l _ _ _ _ _ _ _ , _ _ _ _ _ _ _ , a n d _ _ _ _ _ _ _ , a n d c o n v i n c i n g t h e m t o _ _ _ _ _ _ _ _ _ _ _ _ _ a n d _ _ _ _ _ _ _ _ _ _ _ _ _ .
adjec8ve adjec8ve
accomplish goal accomplish goal audience
adjec8ve adjec8ve adjec8ve
take desired ac8on
take desired ac8on
Exercise #1: Create a strategy
statement
Create a strategy statement
< O r g a n i z a t i o n > o f f e r s _ _ _ _ _ _ _ , _ _ _ _ _ _ _ c o n t e n t t h a t h e l p s t h e m _ _ _ _ _ _ _ _ _ _ _ _ _ a n d _ _ _ _ _ _ _ _ _ _ _ _ _ b y m a k i n g _ _ _ _ _ _ _ _ f e e l _ _ _ _ _ _ _ , _ _ _ _ _ _ _ , a n d _ _ _ _ _ _ _ , a n d c o n v i n c i n g t h e m t o _ _ _ _ _ _ _ _ _ _ _ _ _ a n d _ _ _ _ _ _ _ _ _ _ _ _ _ .
adjec8ve adjec8ve
accomplish goal accomplish goal audience
adjec8ve adjec8ve adjec8ve
take desired ac8on
Example VillageReach offers educa-onal but warm, human content that helps them increase dona-ons and raise awareness by making ins-tu-onal donors feel commi6ed, capable, and needed, and convincing them to give annually and show public support.
take desired ac8on
Content Audits and
Assessments
Step 1: Content inventory
• www.xenu.com • www.content-‐insight.com • www.powermapper.com
Things to trackN a m e o f c o n t e n t p i e c eU R LC o n t e n t t y p eP e r s o n r e s p o n s i b l eN o t e s
Also trackA v e r a g e m o n t h l y v i s i t sL a s t r e v i e w d a t eC M S c o n t e n t t y p eTr a n s l a t i o n s
Step 2: AuditR e w r i t e , m e r g e , d e l e t e ?E x p a n d , t r i m ?G a p sP a t t e r n s
Outcomes• C o n t e n t m a t r i x• F i n d i n g s a n d r e c o m m e n d a t i o n s
r e p o r t
Do not skip!
Comparative Content Analysis
Who?• C o m p e t i t o r s• P e e r s• S i m i l a r o f f e r i n g s• O t h e r i n d u s t r i e s• S o c i a l n e t w o r k s
What to look at• S e a r c h r e s u l t s• U s a b i l i t y• Vo c a b u l a r y• C o n t e n t• P r e s e n t a t i o n• A u d i e n c e - c e n t r i c i t y• Vo i c e a n d t o n e• Q u a l i t y
Outcome Compara t i ve aud i t find ings r epo r t Fo rma l r epo r t Presen ta t i on Sco reca rd sp readshee t SWOT ana l ys i s
59 [bt]Ç
Empathy-Based Audience Personas
h"p://www.tagheuer.com/int-‐en/company/ceo-‐speech
• Shared focus on the audience
• Shared understanding of the audience
61
h"p://www.slideshare.net/est3ban/empathybased-‐personas-‐gaining-‐a-‐deeper-‐understanding-‐of-‐your-‐audience-‐presen
62
Anthony Susan
Allen
Maggie
Taxonomy
• What Is It?– A set of terms (controlled vocabulary) and content
attributes (metadata) that can be applied to content items
– The underlying data structure of the website
• Why Use It?– Helps describe and categorize content items
– Creates relationships among content items
– Helps make content items findable through navigation and search
Controlled Vocabulary
≈
Library of Congress—www.loc.gov
≈
Search—www.acc.org
≈
www.fia.org
Outcomes• Agree on controlled vocabulary• Validate with users• Determine who will tag content• Plan to review/add/remove terms
periodically
Taxonomy Exercise
What’s in the bag?
Image: wikipedia
Content Modeling
Content Model
Content model created for a conference
Structured Content
Information or content that has been broken down
and classified using metadata
The unstructured CMS thinks in pages, 8tles, and body fields.
The structured CMS thinks in nodes, content types, and rela8onships.
“In a sense, content models are perhaps the truest form of bottom-up information architecture: by determining what types of chunks are important and how to link them, we make the answers embedded in our content ‘rise to the surface.’”
—Louis Rosenfeld & Peter MorvilleInformation Architecture for the World Wide Web
Content Model
Type—what is it?– Event– Session– Blog post– Sponsor
Content Model
Structure—elements of the type– Title– Date– Time– Speaker– Photo
Content Model
Properties — metadata– Speaker name– Author photo– Taxonomy tags
Content Model
Relationships– sessions are part of events– events have sponsors
Content Type
Field names and proper8es for a Session content type.
Data in a structured content en8ty is displayed in different ways
Content Creation
Possibly remove
Effective content• Is focused on the reader• Has a goal• Helps the reader do a task• Is relevant, timely, useful
Reader-Focused ContentBefore Social security taxes must be paid monthly • Who must pay taxes? • Passive voice
A5er Employers must pay social security taxes monthly • Clearly states who must pay • Ac8ve voice
Effective content• Uses subheads and bullets• Is not in PDF format• Uses fewer words but includes the terms
readers are looking for
Content with a goal• NO - We want to people to know that we have
courses
• YES - We want people to choose our webinars for their continuing education
Content with a goal• NO - We want to increase the views of our page
• YES - We want people to do something: Sign up for the event, download the white paper, subscribe to the publication
Help reader do something
• Who am I talking to? (Have a conversation)
• What do they want to achieve?• What brings those people to my site
or app? What are their top tasks? Top questions?
h"p://www.useit.com/eyetracking/
Show, don’t tell
Hilary – what is the example here?
• Useful• Relevant• Timely
• Org-focused• Narrow interest• Not actionable
CREATING EFFECTIVE CONTENT
Core Model
Get more info on this h"ps://gathercontent.com/resources/webinar-‐the-‐core-‐model
h"p://alistapart.com/ar8cle/the-‐core-‐model-‐designing-‐inside-‐out-‐for-‐be"er-‐results
• Designing your website from the inside out, with focus on the core tasks users need to accomplish
• Ensures that we’re thinking about user needs all the way through the website design process
Core Model
Source: Netlife Research
Core Model1. Iden8fy your cores
Business objec-ves and user tasks 2. Plan inward paths
How will people get to this page? 3. Determine core content
What content is needed to achieve the goals and meet the needs?
4. Set forward paths Where will the visitor go next?
5. Priori8ze You can’t do everything, decide what is most important
Core Model Exercise
Completed Model
Roles, Workflow, Lifecycle, Governance
Roles on a digital team• Content strategist• Project manager• Visual designer• User experience architect• Social media manager• Director
111 h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
Where most orgs start
112
What often seems most logical
113
What some orgs are trying
114
Where most orgs land
115
Offering online content
Plagorm (project mgmt/priori8za8on, reliability)
Presenta8on (self, light,
medium, deluxe)
Editorial Ques8ons/ feedback
Promo8on
Workflow
http://www.cnn.com/EVENTS/1996/anniversary/how.things.work/index2.html
Content Marketing and
Promotions
“Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior.”
Content Marketing Institute
17,000 Registrants
Convert eligible members
Con8nue to engage interest un8l eligible
RETAIN
RETAIN
Courtesy of Melissa Zinder, NBOA
www.bobangus.com
h"p://www.kaushik.net/avinash/smart-‐analy8cs-‐dashboard-‐modules-‐insighgul-‐dimensions-‐best-‐metrics/ h"p://www.kaushik.net/avinash/digital-‐dashboards-‐strategic-‐tac8cal-‐best-‐prac8ces-‐8ps-‐examples/
127 h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
Handoff and Next Steps
#winning
Strategic nagging
Patient but persistent repetition of a message
Have a plan
Don’t wait for permission
Thank you!Carrie Hane [email protected] @carriehd
Dina Lewis, [email protected] @dinalew
Hilary [email protected] @hilarymarsh
Resources• http://www.customerfocuscalculator.com• http://blog.siteimprove.com/web-governance-blog/the-
hierarchy-of-content-needs-a-new-model-for-creating-and-assessing-content
• Letting Go of the Words, Ginny Redish• Don’t Make Me Think, Steve Krug• Web Analytics: An Hour A Day, Avinash Kaushik
Workbook• http://www.contentcompany.biz/workbook
