Content strategy workshop
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The document provides an overview of key steps to build a content strategy roadmap, including discovery, content audits and assessments, comparative content analysis, and creating empathy-based audience personas. It discusses conducting a content inventory, auditing existing content, performing comparative analyses of competitors' content, and developing audience personas to gain a deeper understanding of target audiences. The overall goal is to understand the current content landscape and audiences in order to inform the development of effective content strategies and roadmaps.
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Content strategy workshop
- 2. h"p://echa.europa.eu/addressing-‐chemicals-‐of-‐concern/substances-‐of-‐poten8al-‐concern/svhc-‐roadmap-‐to-‐2020-‐implementa8on Content Strategy Roadmap 1. Discovery 2. Content audit and assessment 3. Comparative content analysis * 4. Empathy-based audience personas * 5. Content creation and publishing guidelines 6. Roles, lifecycles, workflow, governance 7. Taxonomy 8. Content transformation and migration 9. Content marketing and promotions 10. Handoff, next steps * Sometimes considered optional
- 4. Content strategy challenges • Findability • Voice • Ownership • Policies • Practices
- 5. Worst practices • Language/jargon • Prioritized promotion • Content hoarding • Bad editorial processes • New content missing • Different content on different channels
- 6. © Don Graham, 1998, Flickr
- 9. • 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
- 10. Policies and guidelines + Audience understanding + Business knowledge =
- 11. 11
- 14. Format is less significant Web pages Blog posts Infographics Images PDFs Video Audio
- 16. Content strategy is… Event Strategy Product Strategy Class Strategy Program Strategy Research Strategy
- 19. Content is… My Event My Product My Class My Program My Research
- 20. 20
- 21. “Every pixel has an owner.” – Paul Ford, former web editor at Harper’s magazine
- 22. “It is difficult to get a man to understand something, when his salary depends upon his not understanding it.” – Upton Sinclair, 1935
- 25. Organization: Programs, offerings Audience Messages Audience Audience Audience New thinking
- 26. 26
- 27. 27 Content strategy is CHANGE MANAGEMENT
- 28. 28 User experience is CHANGE MANAGEMENT
- 29. 29 Digital is CHANGE MANAGEMENT
- 31. • 290-‐page PDF • Updated every year
- 33. • Where is the member handbook?
- 34. How do I do content strategy?
- 39. • h"ps://www.flickr.com/photos/studiocurve/13080208/ • h"ps://www.flickr.com/photos/moohcowh/2596366618
- 41. Where you’re going • Goals & measures of success 1 4 2 5 3
- 42. How you’ll get there • Which channels will help you achieve success? 1 4 2 5 3
- 43. How long and how much • Deadline, budget, resources (staff, skills, priori8es) 1 4 2 5 3
- 44. Who’s going with you • Who is your audience? • What do they want? 1 4 2 5 3
- 45. What you’ll take • What content do you have? • What needs to be created? 1 4 2 53
- 48. The <Organiza8on>’s social intranet will: Collect and surface/curate cri8cal, relevant editorial content created by appropriate <organiza8on> corporate departments, divisions and employees. Enable and mo8vate employees to connect, interact and collaborate via social features. Foster a culture of innova8on.
- 49. We will develop and maintain content that helps people prac8ce and enjoy the arts.
- 50. NAMI.org will advance the NAMI movement by recrui8ng and mo8va8ng supporters and ambassadors to: – educate themselves and others about mental illness and recovery – find and access support – contribute by dona8ng, walking, engaging, joining – take ac8on by advoca8ng, par8cipa8ng, volunteering, and sharing their stories
- 51. 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
- 52. Exercise #1: Create a strategy statement
- 53. 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
- 60. Things to track N a m e o f c o n t e n t p i e c e U R L C o n t e n t t y p e P e r s o n r e s p o n s i b l e N o t e s
- 61. Also track A v e r a g e m o n t h l y v i s i t s L a s t r e v i e w d a t e C M S c o n t e n t t y p e Tr a n s l a t i o n s
- 62. Step 2: Audit R 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 s P a t t e r n s
- 63. 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!
- 65. 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
- 66. 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
- 68. Outcomes Comparative audit findings report Formal report Presentation Scorecard spreadsheet SWOT analysis
- 69. Break!
- 71. h"p://www.tagheuer.com/int-‐en/company/ceo-‐speech • Shared focus on the audience Shared understanding of the audience
- 72. h"p://www.tagheuer.com/int-‐en/company/ceo-‐speech • Shared focus on the audience • Shared understanding of the audience
- 78. Effective content • Sounds like the organization • Has a goal • Uses the active voice • Helps the reader do a task • Is specific • Is focused on the reader, NOT on your organization
- 79. Scannable content • Uses subheads and bullets • Is not in PDF format • Uses fewer words but includes the terms readers are looking for
- 82. Content is Conversation • What do I hope to achieve from this content? • Who am I talking to? • What brings those people to my site or app? What are their top tasks? Top questions? Conversations they want to start? • Make sure your goals are specific, measurable, and focused on what you want site visitors to do.
- 83. True goal • NO - We want to tell people how great our services are. • YES - We want people to choose our services.
- 84. True goal • NO - We want to get lots of views of our page • YES - We want people to do something: Sign up for the event, download the white paper, subscribe to the publication
- 85. Show, don’t tell
- 86. • Useful • Relevant • Timely
- 87. • Org- focused • Narrow interest • Not actionable
- 88. Message architecture • Articulate your brand identity and personality • Create a common understanding of who your organization is • Informs decisions about what content to publish, what formats, what channels
- 91. Roles on a digital team • Content strategist • Project manager • Visual designer • User experience architect • Social media manager • Director
- 94. Where most orgs start 94
- 95. What often seems most logical 95
- 96. What some orgs are trying 96
- 97. Where most orgs land 97
- 98. Offering online content Plalorm (project mgmt/ priori8za8on, reliability) Presenta8on (self, light, medium, deluxe) Editorial Ques8ons/ feedback Promo8on
- 99. Exercise #2: Create your governance model
- 100. 1. Review the handout showing the four models of digital governance. 2. On your own, think about where your organization is today. 3. Then, circle the model you think would work most effectively in the organization. 4. With the other people at your table, brainstorm what it would take to use the optimal model. Be prepared to share this list with the larger group.
- 101. Workflow
- 105. Break!
- 106. Taxonomy
- 107. • 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
- 109. ≈ Library of Congress—www.loc.gov
- 110. ≈ Search—www.acc.org
- 111. Outcomes • Agree upon controlled vocabulary • Validate with users • Determine who will tag content
- 112. Taxonomy Exercise
- 114. Content Audit & Assessment Audit spreadsheet: h"p://goo.gl/G1DNx6
- 115. Content Inventory
- 116. Image: wikipedia Transforming Your Content
- 117. “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 Morville Information Architecture for the World Wide Web
- 118. • Structure—how content items will assemble – e.g., news, author, location, price • Type—how is it being used? – e.g., press release for press room, author database for journal articles • Attributes—published & metadata – e.g., title, abstract, taxonomy tag http://alistapart.com/article/content-modelling-a-master-skill
- 123. Courtesy of Melissa Zinder, NBOA
- 124. www.bobangus.com
- 127. #winning
- 128. Strategic nagging Patient but persistent repetition of a message
- 129. Have a plan
- 130. Don’t wait for permission
- 131. Thank you! Carrie Hane Dennison carriehd@gmail.com @carriehd Dina Lewis, CAE dina@distilledlogic.net @dinalew Hilary Marsh hilary@contentcompany.biz@hilarymarsh
- 132. 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 Handouts we used • http://www.hilarymarsh.com/roadmap