Meet Content Webinar #1 - Content Strategy in Higher Education

#meetcontent

Content Strategy
in Higher Ed
Rick Allen Georgy Cohen
@epublishmedia @radiofreegeorgy

Wednesday, March 7, 12

#meetcontent

About us

Empowering higher
education to create
and sustain web
content that works.

meetcontent.com
@meetcontent

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About us

Empowering higher
education to create
Content ain’t easy. and sustain web
content that works.

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Why is content a challenge?

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• We don’t value what content does for us

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• Content needs structure, process and attention

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• Content is massive, political and time-consuming

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• The web is not print

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• The web is not print
• Content is difficult to wrangle

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Content Strategy Can Help

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• Messaging and communication goals

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The purpose
of content is
to communicate.


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Brand attributes
• Student-centered
• Empowering and valuable
• Community-minded
• Pioneering and resourceful
• Welcoming

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“ If you don't know what you need
to communicate, how will you
know if you succeed?

Margot Bloomstein
Author, Content Strategy at Work

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• Content research, audits and analysis

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How do you know
what content you need
if you don’t know what
content you have?


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Quantitative Audit
• Topics
• Content types (text, images, video, slideshow)
• Digital assets (photos, podcasts, Flash)
• File formats (HTML, PHP, PDF)
• Metadata
• Content owners

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Qualitative Audit
• What does the content say?
• Is content accurate?
• Is content useful?
• Is content used by your audience?
• Is content professionally written?

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• Information architecture

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• Editorial style and scheduling

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An editorial
style guide is a tool.
Make it useful.


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Editorial Style for the Web
• Messaging and • Inline links
communication
• SEO and findability
• Voice and tone
• Metadata
• Style and usage
• Social media
• Web writing
• Visual communication

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• Editorial style and scheduling
• Governance

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Just as your users’ needs
and business goals change,
so does your content
strategy need to change.


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Challenges (and solutions)
for higher education

• Goals come before tools
• Content is a process, not a project
• Relationship management is
fundamental

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Goals come before tools

Challenge Solution
Mistaking CMS workflow for
content strategy.

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Challenge Solution
Mistaking CMS workflow for Using technology to support
content strategy. your content plan, not lead it.

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Content strategy
doesn’t start or ﬁnish
with your CMS.


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Challenge Solution

We can publish anything,
anytime.

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Challenge Solution

We can publish anything, Publish with intent.
anytime.

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Effective content lives
at the intersection of
organizational goals
and user needs.


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Challenge Solution

anytime.

Measuring content quality.

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Numbers rarely speak
for themselves
• 2,000 page views
• 70% returning visitors
• 80% bounce rate


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Challenge Solution

anytime.

Measuring content quality. Establishing content goals and
measuring relevant metrics.

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56 http://www.flickr.com/photos/falcifer/3136673599/

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It’s a process, not a project

Challenge Solution
We regularly create unplanned
content.

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58 http://www.flickr.com/photos/21560098@N06/5886523797/

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Challenge Solution
We regularly create unplanned Consider your content as part
content. of an ecosystem.

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Challenge Solution

Fixing your content problems
with a website redesign.

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Challenge Solution

Fixing your content problems Develop a content governance
with a website redesign. plan.

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Content governance
• Editorial processes and content workflow
• Education and training
• Maintenance of web standards
• Measurement of content and
communication goals

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Relationship management

Challenge Solution
Content creators are
disconnected.

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Challenge Solution
Content creators are Be proactive in joining or
disconnected. building a content group.

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Build internal
communities and
shared resources to
support content work.


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Challenge Solution

Content knowledge gap.

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Challenge Solution

Content knowledge gap. Share knowledge and purpose
up and down the chain.

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Let’s get to work!

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meetcontent.com
@meetcontent


#meetcontent

Mark your calendar!
Effective Content Curation
Georgy Cohen • April 10, 2012

Cost: Free! (Because we love you.)

Sign-up: http://mcont.co/041012webinar

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Questions?
Hit us up!


#meetcontent

Thank you!

Rick Allen Georgy Cohen
@epublishmedia @radiofreegeorgy


Meet Content Webinar #1 - Content Strategy in Higher Education

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