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The content strategy journey

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Endocrine Society's content strategy, guided by Content Company: How they knew they needed a content strategy, the steps they took to prioritize goals, better understand the audience, and improve the content and presentation, and what the outcomes were.

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The content strategy journey

  1. 1. The content strategy journey Rob Bartel, MSc, FACEHP, Chief Innovation Officer, Endocrine Society Hilary Marsh, President and Chief Strategist, Content Company
  2. 2. Our plan for today 1. Why the Endocrine Society decided we needed content strategy 2. Evaluate your organization’s content strategy maturity 3. How we created our content strategy, with exercises for you 4. Where the Society goes from here
  3. 3. Need better decisions to help us o Meet our members’ needs in practice, research, and teaching o Meet our Society’s needs in business strategy and operations o Meet our ultimate goal to create greater value for our members, patients, and the public.
  4. 4. Why do we need to change what we’re already doing?
  5. 5. • Publish what is credible • Prioritize what is important • Personalize offerings and learning (topic, format, frequency, pace, level of difficulty ) • Offer relevant context • Provide meaningful feedback for educational activities • Make it easy to consume and learn “on the go” Members need a trustworthy curator to:
  6. 6. Journal Articles MOC/Self- assessment Point of Work Tools Live Streaming & Webinars Teaching Tools News and Alerts Endocrine News Patient Education Live Meetings Research Tools Topic of interest right now Today’s Member Expectations Member tech survey • 80% are interested in online learning in a variety of formats • 87% want content on tablets • 81% want content on their smartphones
  7. 7. Programs Government and Public Affairs Pubs Society Content “Before” Marketing & Communications Key scientific issue, rising technology, or practice topic
  8. 8. 1. Critically evaluate content development and delivery channels (silos) to propose a new integrated model 2. Determine how to align external delivery platforms to support content strategy 3. Identify opportunities to leverage and harmonize existing content from across the organization 4. Propose how best to integrate thought leader expertise into the content development process 5. Assess and prioritize stakeholder audiences and topical content areas to position the Society for impact, growth, and revenue Knowledge Integration Goals
  9. 9. 6. Develop a guiding “content strategy” to bridge content-creating committees, departments, and staff 7. Institute a formal process for new product concept development and approval 8. Promote a culture of entrepreneurism among staff and members 9. Assess and adopt new business models for provision of our content to members and important non-member audiences Knowledge Integration Goals
  10. 10. Strategic member involvement • Convened a Knowledge Integration Task Force (KITF) composed of members representing core constituencies with diverse planning roles across the Society. • Cross-committee team brought diverse perspectives and knowledge together, and filter new perspectives and knowledge back to multiple committees • Held regular calls and in-person meetings to update them on staff/consultant work and get validation, input, and ideas.
  11. 11. Knowledge Integration Task Force
  12. 12. http://wallpaperpulse.com/wallpaper/2971013
  13. 13. 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/
  14. 14. Content is why people join associations •Training/professional development opportunities •Technical information •Timely information about the field •Networking with others in their field •Access to standards of practice —The Decision to Join, ASAE
  15. 15. Process 1. Discovery: Data review and stakeholder interviews 2. Empathy-based personas: Who are our top-priority audiences, what is going on for them, and what do they want from us? 3. Content audit: What do we have, and how effective is it? 4. Taxonomy: What are we creating content about, how do we ensure that we all describe our content in common ways? 6. Comparative content analysis: How are we doing compared to the other content sources our audiences use? 7. Content best practices: What does successful content look like? 8. Content guidelines and governance: “Rules of the road” 9. Plan for transformation and migration: Keep, fix, or delete!
  16. 16. Your turn.
  17. 17. How mature is your organization? Fill out handout, discuss with your neighbor Download the electronic version of this at http://bit.ly/cs-assessment-tool
  18. 18. 1. Discovery Uncovering what you already know
  19. 19. We reviewed a lot of previous studies • ENDO Attendance Surveys • Member Needs Assessments • Staff Interviews for Endo SPI • ICWB on Basic Science Recommendations • Influence Studies Interviewed staff stakeholders to learn about challenges and goals • Early Career Survey Report • ACCME Self Study Report • KWF Industry Trends • ESAP Outcomes Report • ENDO Scientific Abstract Categories
  20. 20. Goals: • Uncover content opportunities • Understand what member concerns/needs to address with content • Understand how content supports the Society’s success
  21. 21. 2. Empathy-Based Personas Identifying our top-priority audiences, and what they want from us 24
  22. 22. What attributes describe them? What characteristics divide them into groups? What purposes do they serve in our world? What’s inside their individual heads? What makes them tick? How do they evaluate things, make choices? How do they form and nurture relationships? Most Personas Empathy-Based Personas 2. Empathy-Based Personas
  23. 23. So, instead of just describing audiences and creating a picture that looks like this…
  24. 24. We can create rich, detailed stories about real, living human beings, people we can know and identify with.
  25. 25. We asked ourselves: who were the most important?
  26. 26. •motivations |ˌmōtəˈvā sh ən | — noun: the reason or reasons one has for acting or behaving in a particular way; the general desire or willingness of someone to do something •fears | fi(ə)r | — noun: a feeling of anxiety concerning the outcome of something or the safety and well-being of someone •frustrations | frəˈstrā sh ən | — noun: the feeling of being upset or annoyed, esp. because of inability to change or achieve; the prevention of the progress, success, or fulfillment of something •aspirations |ˌaspəˈrā sh ən | — noun: ( usu. aspirations ) a hope or ambition of achieving something; the object of such an ambition; a goal Then we put ourselves in their shoes and brainstormed…
  27. 27. After a while, we’d gotten to know them pretty well…
  28. 28. Our connection became undeniable as we gave them a face and a name…
  29. 29. Sofia Ç A 47-year-old practicing endocrinologist, living in Mexico City Ç Married, a mother, dedicated to family Ç Her patients are very important to her, and she feels very strongly about helping her community Ç At the same time, she’s involved in clinical trials and has connections to a teaching environment Ç Excited by the process of developing new knowledge and passing it on
  30. 30. Dan Ç A 55-year-old endocrinologist working in a Pittsburgh teaching hospital Ç Divorced, active in his kids lives, looking for more of a personal life for himself Ç Feels the grind of hospital bureaucracy and teaching residents, the system Ç Looking for more control over his life, both in how he can help people and how he navigates his professional landscape Ç Finds some peace and clarity in things he can control, like health and fitness
  31. 31. Peter Ç A 57-year-old principal investigator in Los Angeles, with ties to Germany Ç Married with two adult kids, living a life split between the US and Europe Ç Heavily involved in the funding aspect of research, especially with the NIH Ç Sees himself as a bridge, connecting and spurring collaboration between the American and EU research communities Ç Has a passion for science, and wishes he could spend more time on just that
  32. 32. Lydia Ç A 30-year-old postdoc living in Boston Ç Single, focused on establishing a career and knows the sacrifices that entails Ç Focused on gaining visibility and developing a name for herself; very much about positioning for success Ç Trying to learn the ropes about the admin and funding aspects of research, again as preparation for her future Ç Still very much a millennial, looking for affirmation, and a sense of her own place in the world Image: CreateHER Stock
  33. 33. What do they want? Ç Sofia: Resources in Spanish for herself and patients; how to run a practice; how to teach and share knowledge Ç Dan: Certification and time mgmt tools; “cliff notes” on new science Ç Peter: Public policy trends in the US vs. Europe, curated research, awards, global perspectives Ç Lydia: Career options/jobs, opportunities to shine, research highlights All Ç Information that’s prioritized and “translated” to highlight its clear purpose and benefit to them Ç Professional connections, interactions with peers and experts in the field, mentorship Ç To make a difference Ç To be recognized for their efforts and work (presentation opportunities)
  34. 34. What does this mean? • Operating with a holistic, audience-first approach will enable the Society to be more successful • What content to give our top-priority audiences, and how best to communicate about that content? • It will require culture change in both staff and member leadership, as well as adjustments in roles, processes, and technology You can serve member needs – and thereby meet organizational goals -- better together than individually
  35. 35. Rob Katie Graham Kristen Bulent Fowkes Guttenberg McMahon Vella Yildiz Susan Henry Paul Marc Maria Mandel Anhalt Copeland Cornier Fleseriu Knowledge Integration Task Force
  36. 36. KITF Appreciative Inquiry Activity If the Society finds that we need a new clinical practice guideline, doesn’t that infer great need for education? • Awareness for providers, patients, and caregivers • What tools can we create to help get over barriers? • What advocacy needs might be addressed?
  37. 37. 3. Content audit and analysis Assessing what’s there 41
  38. 38. • Focused on digital, because almost all content ends up online, and because it is measurable • Reviewed all of the Society’s websites, newsletters, and social media channels • Looked at both quantitative data and qualitative information • Usage • Content ROT (redundant, outdated, or trivial) • Opportunities to improve content • Opportunities to increase engagement
  39. 39. Websites reviewed Primary sites • Endocrine.org • Hormone.org • Press.endocrine.org (Books/Abstracts, Endo, EDRV, JCEM, MEND) • Education.endocrine.org Microsites • Mypersonalpath.com • Hormoneassays.org • Endocrinefacts.org • Accurateinsulin.org • Endocrinetransitions.org News and distribution sites • Endocrinenews.org • Endosessions.org • Endo.confex.com
  40. 40. Newsletters reviewed • Endocrine Society Update (Basic & Clinical) • Clinical Essentials • Early Career Program & Awards Update • Endocrine Insider • The Monthly • Training Director & Mentor Newsletter • Endocrine Daily Briefing (Outsourced)
  41. 41. Social media channels reviewed LinkedIn • Page • Group Facebook • Society page • HHN page YouTube • Society channel • ENDO TV videos Twitter • Society • HHN • Endocrine News • EndoMedia
  42. 42. Overall, your content is good • Professional • Smart • Valuable • Important • Informative
  43. 43. Room for improvement in HOW you’re creating digital content • Clear, measurable goals • Define criteria for each phase of the content lifecycle • Apply metadata (taxonomy, title tags, etc.) consistently • Convey consistent voice and tone • Appropriateness for the medium • Clearly identified as from the Society • Plan for action, interaction, engagement • Make your websites your information hub – e-newsletters, social media the spokes
  44. 44. 4. Taxonomy Classifying content in common ways
  45. 45. Currently, 13 separate taxonomies • Member Focus(es) • Center for Learning Catalogue Topic Areas • ESAP/Pediatric ESAP Question Categories • ESAP Question Bank Tags • CME Education Pages • Scientific Abstract Categories • Endocrine.org Categories • Journal - Endocrine Reviews Categories • Journal - Endocrinology Categories • Journal - JCEM Categories • Journal - Molecular Endocrinology Categories • Hormone Health Network Diseases and Conditions • Endocrine News Health Topics and Patient Populations
  46. 46. Taxonomy work • Combined all terms, linked synonyms • Identified seven “facets” 1. Topic area 2. Patient population 3. Investigation level 4. Professional interest 5. Association field 6. Audience 7. Content type
  47. 47. Topic areas • Adipose Tissue, Appetite, and Obesity • Adrenal • Aging • Bone and Mineral Metabolism • Cardiovascular Endocrinology • Development • Diabetes Mellitus and Glucose Metabolism • Endocrine Cancer and Neoplasia • Endocrine Disruption • Endocrine Genetics • Female Reproductive Health and Biology • General Endocrine Practice • Growth • Lipids • Male Reproductive Health and Biology • Neuroendocrinology • Nutrition • Pediatric Endocrine Practice • Signaling (Non-steroid hormone signaling) • Steroid Hormones and Receptors • Thyroid • Transgender Medicine and Research
  48. 48. 5. Comparative audit Looking at the Society in context of other organizations
  49. 49. Compare the Society against other sites used by our key audiences Selected by the Knowledge Integration Task Force • Other associations • American College of Cardiology • American Diabetes Association • Society for Neuroscience • For-profit publications • New England Journal of Medicine • Medscape
  50. 50. What we looked at 1. Content quality • Is it professional, accurate, and current? 2. Findability of key information • Events, articles, programs, topics, search filtering 3. Benefits of membership • Member directory, online communities, discussion boards, mentoring program 4. Credibility • Authoritative source, objective/non-commercial 5. Audience focus • Serving the Society’s top-priority segments: early career professionals, researchers/scientists, clinicians, industry, media, consumers/patients 6. Association information • Career, Education, and Policy sections
  51. 51. 6. Content best practices Defining what successful content looks like
  52. 52. Detailed guide for publishing effective content • Follow online content best practices • Think “inverted pyramid” – put the most information first • Use the Society’s voice and tone • Keep the Society’s content strategy in mind
  53. 53. Content strategy statement Created by senior staff leaders The Endocrine Society offers world-class, credible content that helps clinicians, researchers, and the public advance research and improve patient care by making them feel supported, inspired, and connected to the Society and each other, and by convincing them to participate and engage with the Society and lead in its work.
  54. 54. Core voice attributes Also created by senior staff leaders The Endocrine Society’s content is written to convey that the organization is…. • Rigorous, trustworthy, and professional • Visionary and forward-looking • Global and accessible • Personal and responsive
  55. 55. 7. “Rules of the Road” Creating new operating procedures for content
  56. 56. Content must follow a lifecycle
  57. 57. Consistent workflow 61
  58. 58. Goals/success metrics • Do visits mean success? • Content exists to support a program or initiative, so its success must be tied to that • Increase satisfaction • Increase engagement
  59. 59. “Return on Content” Find this on pages 13 and 14 of your workbook handout, or download at http://bit.ly/return-on- content-worksheet
  60. 60. Enabling with people & processes • Strategy • Creation • Promotion
  61. 61. Overall Recommendations
  62. 62. Old Way Silos Board Advocacy Advocacy Content Policy Makers Prof. Education Mtgs & Ed Programs Endos Patient Education Factsheets & HTML Patients Pubs Journals & Books Readers Trainee Affairs Career Resources Early Career
  63. 63. New Way New Teams Topical Advisories Set Society-wide Priorities Project Task Forces Plan & develop for all audiences Board Advocacy Content Policymakers, endocrinologists, early career, consumers Mtgs & Ed Programs Patient information Journals & Books Career Resources
  64. 64. KI Task Force Recommendations 1. Deliver content topically to be audience-centric 2. Invest in tools and strategies for personalization 3. Establish a framework for topical content strategy: environmental scanning and priority setting 4. If it’s truly strategic, content should be planned and delivered by a Society-wide team 5. Improve communication about goals, progress, and outcomes Organize and deliver Plan, create, publish
  65. 65. 1. Follow content strategy best practices All content created by Society staff or members should: • Have an audience in mind • Have a specific, measurable goal • Be unique – that is, does not duplicate information that already exists on endocrine.org • Be measured to determine whether it met its goal, and use that data to adjust existing content or in creating similar content in the future
  66. 66. 2. Use endocrine.org as the primary digital hub All staff and member initiatives, programs, products, and services should be accessed directly through endocrine.org • Research initiatives • Meetings and events • Courses • Advocacy Few exceptions • Endocrine News, which sells advertising • Journal content, which is hosted by a third party and has a different business model • All patient-focused content, which should live on hormone.org
  67. 67. 3. Create all content according to the Society’s guidelines • Use the Society’s voice and tone • Follow best practices • Use the organization’s taxonomy
  68. 68. 4. Display content topically • Focus on topic rather than content type or which group created it • Prioritize topics, based on the Society’s strategic goals • Revisit topic priorities when the strategic goals are updated
  69. 69. 5. Deliver personalized content “The right content to the right users at the right time.” Show users content • on topics that interest them (wants) • that we know is relevant to them (needs) • that reflects their previous experiences and interactions with the Society
  70. 70. 6. Make necessary investments Delivering personalized, member-centric, mobile-ready content will take more than new practices and processes. The Society needs to invest in technology to support them: • Digital integration plan • Infrastructure investments and modernization
  71. 71. 7. Invest in people and tools to sustain the effort Make sure all groups are aware of content plans, efforts, and outcomes • Society-wide content calendar • Regular in-person meetings to exchange information and identify opportunities for collaboration and efficiencies • Tools and platforms to enable information-sharing • Ongoing training in writing and planning
  72. 72. 8. Institute content governance Ensuring that content is created holistically and effectively • Content strategy team • Content development team • Content delivery team
  73. 73. 9. Make content responsibilities official In order for content publishing not to be an afterthought, it can’t be an implicit add-on • Content responsibilities have to be incorporated into people’s job descriptions • Must be part of performance measures and reviews
  74. 74. https://www.flickr.com/photos/crschmidt/2955871565
  75. 75. Content team Society-wide communication and coordination Mission: The content team brings together major content creators across the Society to share content development plans, coordinate delivery, and improve the process of content planning and delivery. Goals/responsibilities: • Build an organization-wide editorial calendar, ensure that used universally • Share and discuss major content initiatives • Ensure content is developed for maximum value • Use content strategy to improve reach, discoverability, and engagement • Communicate back to departmental team
  76. 76. Web writing workshops Society-wide training Tools to focus content, write and deliver in a user-centric manner • Society-wide taxonomy deployed in the AMS, CMS, LMS, journals, etc. • Personas: who are our members and what do they want? • Core Content Worksheet: audience needs, business needs, content goals • “Bite, Snack, Meal:” Headline, blurb, core content Action items • Group to stay connected as trainers • Reviewing details of content audit with stakeholders (keep, fix, delete) • Start using these tools on new pages to ensure better portable content
  77. 77. New Topic Pages
  78. 78. New Curated tabs for different types of content
  79. 79. Digital Assessments: oTechnology assessment oUser experience modeling oDefined goals for digital assets § Platforms § Channels § Content oProposed architecture oDelivery of a digital strategy oImplemented taxonomy oCreate a consistent digital environment Knowledge Integration Digital Implementation Plan Digital Transformation
  80. 80. 84 Connect platforms Create a seamless environment across all platforms and systems. Y1 Y2 Y3 Improve the members’ online experience Make digital content mobile ready Knowledge Integration Digital Implementation Plan Digital Transformation Define and create our organizational digital plan
  81. 81. Bon voyage! Rob Bartel @isaropate rbartel@endocrine.org Hilary Marsh @hilarymarsh hilary@contentcompany.biz