Building Your Own Content Strategy Roadmap
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Presented at 2014 ASAE Technology Conference with Hilary Marsh, Carrie Hane Dennison Dina Lewis, and Maggie Swearingen
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Building Your Own Content Strategy Roadmap
- 1. C a r r i e H a n e D e n n i s o n D i n a L e w i s , C A E H i l a r y M a r s h M a g g i e S w e a r i n g e n Building Your Own Content Strategy Roadmap December 17, 2014 #tech14LD3
- 2. @techconf #tech14! 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
- 5. @techconf #tech14! • 290-page PDF • Updated every year
- 7. @techconf #tech14! Where is the member handbook?
- 8. @techconf #tech14! • Findability • Voice • Ownership • Policies • Practices Content Strategy Challenges
- 9. @techconf #tech14! • Language/jargon • Prioritized promotion • Content hoarding • Bad editorial processes • New content missing • Different content on different channels Challenges
- 10. @techconf #tech14! Business Consequences © Don Graham, 1998, Flickr
- 11. @techconf #tech14! Department Message Audience Department Message Audience Department Message Audience Department Message Audience Old Thinking
- 12. @techconf #tech14! • Communication • Collaboration • Awareness of the audience • Common brand 12 The Web Drives Organizational Change
- 13. @techconf #tech14! Organiza@on: Programs, offerings Audience Messages Audience Audience Audience New Thinking
- 15. @techconf #tech14! • 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 Definition
- 16. @techconf #tech14! Policies and guidelines + Audience understanding + Business knowledge =
- 17. @techconf #tech14! 17 Content Strategy Vision
- 18. @techconf #tech14! What is “content”? • Policies • Session descriptions • Product details • Course catalog listings • Executive biographies • Press releases • Newsletters • Articles
- 19. @techconf #tech14! Web pages Blog posts Infographics Images PDFs Video Audio Many formats
- 20. @techconf #tech14! Editorial Strategy Marketing Governance Technology What do content strategists do?
- 22. @techconf #tech14! How do I do content strategy?
- 23. @techconf #tech14! Where do I start?
- 25. @techconf #tech14! hKps://www.flickr.com/photos/emmm_weee/15048086753 hKps://www.flickr.com/photos/emmm_weee/15048086753 hKps://www.flickr.com/photos/emmm_weee/15048086753
- 26. @techconf #tech14! • hKps://www.flickr.com/photos/studiocurve/13080208/ • hKps://www.flickr.com/photos/moohcowh/2596366618
- 28. @techconf #tech14! Where you’re going Goals & measures of success Content Strategy Roadmap 1! 4 2 5 3
- 29. @techconf #tech14! How you’ll get there Which channels will help you achieve success? 1 4 2 5 3 Content Strategy Roadmap
- 30. @techconf #tech14! How long and how much Deadline, budget, resources (staff, skills, priorities) 1 4 2 5 3! Content Strategy Roadmap
- 31. @techconf #tech14! Who’s going with you Who is your audience? ! What do they want?! 1 4 2 5 3 Content Strategy Roadmap
- 32. @techconf #tech14! What you’ll take What content do you have? What needs to be created? 1 4 2 5!3 Content Strategy Roadmap
- 33. @techconf #tech14! • hKps://www.flickr.com/photos/cognizant-‐worldwide/15808428981 • hKps://www.flickr.com/photos/pennstatelive/5415994846
- 35. @techconf #tech14! 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.
- 36. @techconf #tech14! We will develop and maintain content that helps people practice and enjoy the arts.
- 37. @techconf #tech14! Exercise #1: Create a strategy statement
- 38. @techconf #tech14! < 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 _ _ _ _ _ _ _ _ _ _ _ _ _ . Create a strategy statement adjec@ve adjec@ve accomplish goal accomplish goal audience adjec@ve adjec@ve adjec@ve take desired ac@on VillageReach offers educa/onal but warm, human content that helps them increase dona/ons and raise awareness by making ins/tu/onal donors feel commi7ed, capable, and needed, and convincing them to give annually and show public support. take desired ac@on
- 40. Content Audits and Assessments Carrie Hane Dennison
- 41. @techconf #tech14! Step 1: Content inventory
- 45. @techconf #tech14! 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 Things to track
- 46. @techconf #tech14! 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 Also track
- 48. @techconf #tech14! 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 Outcomes
- 50. @techconf #tech14! A s s o c i a t i o n s C o m p a n i e s S o c i a l n e t w o r k s Identify your competitors
- 51. @techconf #tech14! 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 Compare
- 52. @techconf #tech14! C o m p a r a t i v e a u d i t f i n d i n g s r e p o r t ! F o r m a l r e p o r t ! ! P r e s e n t a t i o n ! ! S p r e a d s h e e t ! ! S W O T a n a l y s i s ! Outcomes
- 54. @techconf #tech14!hKp://www.tagheuer.com/int-‐en/company/ceo-‐speech Shared focus on the audience
- 55. @techconf #tech14!hKp://www.tagheuer.com/int-‐en/company/ceo-‐speech Shared understanding of the audience
- 56. @techconf #tech14! 56 hKp://www.slideshare.net/est3ban/empathybased-‐personas-‐gaining-‐a-‐deeper-‐understanding-‐of-‐your-‐audience-‐presen
- 57. @techconf #tech14! 57 Anthony Susan Allen Maggie
- 60. @techconf #tech14! • 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 Effective content
- 61. @techconf #tech14! • Uses subheads and bullets • Is not in PDF format • Uses fewer words but includes the terms readers are looking for Scannable content
- 64. @techconf #tech14! • 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. Content is Conversation
- 65. @techconf #tech14! NO - We want to tell people how great our services are. YES - We want people to choose our services. True goal
- 66. @techconf #tech14! Hierarchy of content needs
- 67. @techconf #tech14! Content Is… • Event • Product • Class • Program • Research
- 68. @techconf #tech14! Content Strategy Is… • Event Strategy • Product Strategy • Class Strategy • Program Strategy • Research Strategy
- 70. @techconf #tech14! Content Is… • Event • Product • Class • Program • Research
- 71. @techconf #tech14! Content Is… • My Event • My Product • My Class • My Program • My Research
- 73. @techconf #tech14! “Every pixel has an owner.” – Paul Ford, former web editor at Harper’s magazine Confab 2013
- 74. @techconf #tech14! “It is difficult to get a man to understand something, when his salary depends upon his not understanding it.” – Upton Sinclair
- 76. @techconf #tech14! • 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 Message architecture
- 77. @techconf #tech14! Exercise #2: Create a message architecture
- 78. @techconf #tech14! As a group, review the deck of cards. Thinking about your group’s “adopted” association…. 1. Sort the attributes into two piles: - Who we are today or want to be in the future - Who we are not! 2. Set aside the “who we are not” pile 3. If you find synonyms among the terms in pile 1, select the one you prefer and set aside the other one. 4. Prioritize: choose the top 5 terms.
- 80. @techconf #tech14! • Content strategist • Project manager • Visual designer • User experience architect • Social media manager • Director Roles on a digital team
- 81. @techconf #tech14! 81 hKp://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
- 82. @techconf #tech14! Where most orgs start 82
- 83. @techconf #tech14! What often seems most logical 83
- 84. @techconf #tech14! What some orgs are trying 84
- 85. @techconf #tech14! Where most orgs land 85
- 87. @techconf #tech14! • Why is taxonomy important • How a recent site that was built completely using taxonomy ... • Intranet vs. public site taxonomy • How to extract your taxonomy • Starter intranet taxonomy • Using the content audit -- put the emphasis on the content owners • Buying a taxonomy • Use the open Calasis tool -- demo tool • Lessons learned about taxonomy • Synonyms • It IS system dependent Taxonomy (in 20 minutes!)
- 89. @techconf #tech14! Sample intranet taxonomy: http://1drv.ms/1wxvmPQ Intranet vs. Public Taxonomy
- 90. @techconf #tech14! The Benefits of Tagging • Improves search results – Tags can be used to increase relevance of items in search results – Tags can be used to ‘facet’ search results • Can drive personalization and aggregation
- 91. @techconf #tech14! Content Planning • How would someone want to search it? • How would I want to categorize it? • Who is it for? • Should it be categorized by year or date? • What makes my content special? – Videos – Webinars – Press Releases – White Papers – Products
- 92. @techconf #tech14! Build Your Taxonomy • Intranet Standard Taxonomy • Search • Existing Content • Industry Terminology
- 93. @techconf #tech14! • Use the content audit spreadsheets and have content owners tag their content • Take all the tags • De-dupe, clean, standardize • Categorize ‘Outsourcing’ Taxonomy Planning
- 94. @techconf #tech14! • WAND • Concept Searching • AIIM Taxonomy Training and Certification programs Buying a Taxonomy Tool (or Even a Whole Taxonomy!)
- 95. @techconf #tech14! • Open Calais Demo Other Software to Ease Your Pain
- 96. @techconf #tech14! • There is a taxonomy maturity model • Taxonomy is platform dependent – SiteCore vs. SharePoint vs. Wordpress vs. Drupal – oh my! • Synonyms are important • It’s extremely hard work Lessons Learned
- 97. Dina Lewis, CAE Content Transformation and Migration
- 99. @techconf #tech14! Content Audit & Assessment Audit spreadsheet: hKp://goo.gl/G1DNx6
- 100. @techconf #tech14! Transforming Your Content Image: wikipedia
- 101. @techconf #tech14! Transforming Your Content “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
- 102. @techconf #tech14! Transforming Your Content • 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
- 105. @techconf #tech14!
- 106. @techconf #tech14! Exercise #3: Transform Your Content • Structure—e.g., news, author, location, price • Type—e.g., press release for press room, author database for journal articles • Attributes—e.g., title, abstract, taxonomy tag
- 107. Content Marketing and Promotions D i n a L e w i s
- 108. @techconf #tech14! Courtesy of Melissa Zinder, NBOA Content Marketing
- 111. Handoff and Plan Next Steps C a r r i e H a n e D e n n i s o n
- 113. @techconf #tech14! Patient but persistent repetition of a message Strategic nagging
- 114. @techconf #tech14! Have a plan
- 115. @techconf #tech14! Don’t wait for a content strategy to do content strategy
- 116. @techconf #tech14! Hilary Marsh P r e s i d e n t & C h i e f S t r a t e g i s t , C o n t e n t C o m p a n y, I n c . h i l a r y @ h i l a r y m a r s h . c o m @ h i l a r y m a r s h Maggie Swearingen S e n i o r M a n a g e r & E x p e r i e n c e A r c h i t e c t P r o t i v i t i m a g g i e . s w e a r i n g e n @ p r o t i v i t i . c o m @ m s w e a r i n g e n Contact Us Carrie Hane Dennison D i r e c t o r, We b O p e r a t i o n s & S t r a t e g y A m e r i c a n S o c i e t y o f C i v i l E n g i n e e r s C D e n n i s o n @ a s c e . o r g @ c a r r i e h d Dina Lewis, CAE P r e s i d e n t D i s t i l l e d L o g i c , L L C d i n a @ d i s t i l l e d l o g i c . n e t @ d i n a l e w