Weitere ähnliche Inhalte Ähnlich wie Enough Theory! Let's Put That Content Strategy into Action! (20) Kürzlich hochgeladen (20) Enough Theory! Let's Put That Content Strategy into Action!2. #eduWeb14© 2014
Thank you for coming today!
2
Molly Honan DiLorenzo
Emmanuel College – Boston
AVP, Marketing Communications
Jeff Johnson
Primacy
SVP, Education Practice Lead
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
4. #eduWeb14© 2014
Good conference?
How many here are…
–With a school?
–Marketing side?
–Technology side?
–Different business?
–An agency or vendor?
4@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
5. #eduWeb14© 2014
At the Conference:
Listening. Talking. Sharing.
Many challenges to address!
5@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
6. #eduWeb14© 2014
MAXIMIZING THE CONTENT
EXPERIENCE USING TOPICS,
THEMES, AND TAXONOMY
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 6
7. #eduWeb14© 2014
Importance of Content Strategy
Create, organize, structure, govern and maintain audience-aligned
content that is audience-aligned. At its root, helps address the following:
What is most valuable to, or required by, our audience?
How does content activate, personify and differentiate the
Emmanuel College brand, mission, vision, values and
traditions?
How does content align with our business objectives?
What format, structure, and organization does content take?
Where is our content distributed and accessed?
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 7
8. #eduWeb14© 2014
“Content Strategy” means many things
Today’s context:
Understand how we tell the [Emmanuel College] story in
most compelling and relevant way possible
Elevating the brand and connecting with key audiences
Deliver an experience that proactively guides our
audiences by anticipating their needs
Help audiences make optimal decisions, provide the right
resources, insight and expertise at moment of need
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 8
9. #eduWeb14© 2014
Challenges we’ll address
Using the overhauled Emmanuel College (Boston)
website as backdrop
Balance between organizational structure of your
school… with target audience’s mental model(s)
Differentiating in a sea of “me-too” schools all saying
same thing
Effective storytelling that helps “connect the dots” on
the “why”
9@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
10. #eduWeb14© 2014 @EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
emmanuel.edu/
Educational
Offerings
Scholarly
Achievements
/ Outcomes
Nuts and Bolts
What How
Why
Informational Transactional
Experiential
10
12. #eduWeb14© 2014
Storytelling.
What sets you apart.
The unique stories only YOU can tell.
Today: utilizing a “topic-driven” approach
and leverage taxonomy and tagging
techniques to share content across
organizational boundaries.
12@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
13. #eduWeb14© 2014
Context:
Website visitors respond well to content
presented in context.
Personalizing content experiences allows
visitors to “explore” on their terms, and
“discover” with your guidance.
13@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
15. #eduWeb14© 2014
Sounds great, huge problem
15@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
More than 100 colleges and universities in greater Boston area*
20 miles
18. #eduWeb14© 2014
Website began to collapse with attempts
to extend content experience
18@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
19. #eduWeb14© 2014
And we needed to
celebrate things
unique to us…
19@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
20. #eduWeb14© 2014
So we started bolting on microsites
20@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
• Maintain
content
in two
places
• Resource
drain
21. #eduWeb14© 2014
We hit the wall…
21@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
22. #eduWeb14© 2014
We hit the wall…
22@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
…and embarked on
a website redesign
23. #eduWeb14© 2014
Let’s get our priorities straight
23
Website
Redesign
Priorities
Attract
(higher-
credentialed)
Students
Tell the
Emmanuel
Story
Engaging
and Intuitive
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
24. #eduWeb14© 2014
Brand AND content experience
Imperatives:
Flexible content strategy
– Can expand with needs
Create lasting IA structure
– One that doesn’t need to be rethought
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 24
26. #eduWeb14© 2014
No other category of
website has a
greater range of
relevant target
audiences than a
college or university.
26
Feel free to tweet this.
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
27. #eduWeb14© 2014
Media, Faculty, Staff
(and Prospective)
Current Students
Alumni/Donors
Family /
Influencers
Prospective
Students
Typical
Education
Website
Audience
Identification
and
Prioritization
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 27
28. #eduWeb14© 2014
It’s easy to oversimplify
28
http://xkcd.com/773/
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
30. #eduWeb14© 2014
Result of many website redesign efforts
9-18 months of pure fun
New design
New CMS
– more often than is often
necessary
Similar underlying structure
Little or no change with
content strategy
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 30
Congrats! You put a new suit on the same challenges.
31. #eduWeb14© 2014 31@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
Foundation
for Website
Redesign
Where teams
should spend
MORE of their
time
Where
organizations
should spend
MORE of their
time
Where teams
spend MOST
of their time
Where
organizations
spend MOST
of their time
Communication
& Content
Strategy
Information
Architecture
Technology
Visual Design
33. #eduWeb14© 2014
In effort to help make
connections we provide
so many ways to navigate.
We’ve forgotten the
reason “they” are here.
33
To consume, experience and interact with… content!
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
34. #eduWeb14© 2014
Often, the structural “bones” are there…
34
There’s only
so many ways
to name and
organize
these sections
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
35. #eduWeb14© 2014
…but every page works too hard
35
Navigation
Contextual
Links
Factoids
and
thematic
content
AKA: “I read
somewhere
about a 3-click
rule, so lets put
navigation
everywhere”
AKA: “We
have added
too many
things and now
the IA isn’t
intuitive”
AKA: “I know
you came
looking for
something
specific but
maybe click on
me instead”
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
37. #eduWeb14© 2014
The Information
Architecture (IA)
Dilemma
37
Information architecture had
performed admirably, considering…
Often the real need transcends ANY
information architecture structure.
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
38. #eduWeb14© 2014
The “IA Dilemma”
38
Easy,
Intuitive,
Task-driven
Contextual
Content
Relationships
Storytelling
The Dilemma
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
39. #eduWeb14© 2014
LongstandingApproach:
Aligning Website with User’s Mental Model
Organizational Structure versus User’s Mental Model
Question: What if we stop fighting the endless, winless battle?
39@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
41. #eduWeb14© 2014
1st: IA Organizational Approach
Everything gets “home” within core IA structure
Navigation/nomenclature streamlined to accelerate “findability”
Somewhat common to most colleges, i.e., low learning curve
Mostly managed by respective organizational owner
41
Home
Tier
One
Tier 2 Tier 2
Tier 3
Tier 4 Tier 4
Tier 5
Tier
One
Tier 2
Tier 3 Tier 3
Tier 4
Tier 3
Tier 2 Tier 2
Tier 3
Tier 4 Tier 4
Tier 5 Tier 5
Tier
One
Tier 2 Tier 2 Tier 2
Tier 3
Tier 4
Tier 5
Tier
One
Tier 2
Tier 3
Tier 4
Tier 5 Tier 5
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
42. #eduWeb14© 2014
Home
Tier
One
Tier 2 Tier 2
Tier 3
Tier 4 Tier 4
Tier 5
Tier
One
Tier 2
Tier 3 Tier 3
Tier 4
Tier 3
Tier 2 Tier 2
Tier 3
Tier 4 Tier 4
Tier 5 Tier 5
Tier
One
Tier 2 Tier 2 Tier 2
Tier 3
Tier 4
Tier 5
Tier
One
Tier 2
Tier 3
Tier 4
Tier 5 Tier 5
1st: IA Organizational Approach
Good for finding a piece of information
Not as good for contextually related information
42
Test drive:
“what’s your
passion?”
Science?
Programs Internships ResearchAlumniFaculty Big News
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
45. #eduWeb14© 2014
Every school has signature features that truly differentiate
it from other schools. Celebrate them.
2nd: Add a Topical / Thematic Overlay
45
Sciences
at
Emmanuel
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
46. #eduWeb14© 2014
Topical / Thematic Overlay
46
Sciences
at
Emmanuel
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
47. #eduWeb14© 2014
Eschew
organizational
boundaries
47
All schools have topics and
themes that make them
distinctive.
Topics/themes transcend
any one part of the
organization.
Consider ways in which to
“celebrate” your school,
topically/thematically.
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
48. #eduWeb14© 2014 48
Arts at
Emmanuel
Topic of
____ at
Emmanuel
Boston
Residence
Life at
Emmanuel
Mission
and
Spirituality
at
Emmanuel
The
Catholic
Intellectual
TraditionAcademics
at
Emmanuel
Visiting
Emmanuel
Beyond the
Classroom
Global
Studies
Research
at
Emmanuel
Sciences
at
Emmanuel
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
49. #eduWeb14© 2014 49
Arts at
Emmanuel
Topic of
____ at
Emmanuel
Boston
Residence
Life at
Emmanuel
Mission
and
Spirituality
at
Emmanuel
The
Catholic
Intellectual
TraditionAcademics
at
Emmanuel
Visiting
Emmanuel
Beyond the
Classroom
Global
Studies
Research
at
Emmanuel
Sciences
at
Emmanuel
Home
Tier
One
Tier 2 Tier 2
Tier 3
Tier 4 Tier 4
Tier 5
Tier
One
Tier 2
Tier 3 Tier 3
Tier 4
Tier 3
Tier 2 Tier 2
Tier 3
Tier 4 Tier 4
Tier 5 Tier 5
Tier
One
Tier 2 Tier 2 Tier 2
Tier 3
Tier 4
Tier 5
Tier
One
Tier 2
Tier 3
Tier 4
Tier 5 Tier 5
Organizational AND Topical
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
50. #eduWeb14© 2014
Identifying Topics
50
Signature themes and brand
attributes
Centers of gravity around
research, centers and
institutes
Aspects of the customer
journey that matter
Unique, intersecting
characteristics that tell the
Emmanuel story
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
52. #eduWeb14© 2014
Home Page
Bringing it all
together on the
homepage
Primary navigation
Gateway access
Footer with utility
and high-value
links
52@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
53. #eduWeb14© 2014
Streamlined
Focused on the
prospective
student
It’s the front
door, not the
catch-all
Access for all
Themes/topics
as centerpiece
feature
53@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
54. #eduWeb14© 2014
Streamlined
Focused on the
prospective
student
It’s the front
door, not the
catch-all
Access for all
Themes/topics
as centerpiece
feature
54@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
57. #eduWeb14© 2014
Topics, Taxonomy, and Tagging
Aggregate and syndicate within site
Create a taxonomy of key words to “tag” all content
within the site
Use tags to aggregate and filter
Leverage CMS to write once, share many
57@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
61. #eduWeb14© 2014
Content can live anywhere
61
In the topic area
In News
Any other
place in
the site
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
62. #eduWeb14© 2014
Contextually relevant throughout experience
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 62
Conveniently, all
wired and ready
to go for DMS
63. #eduWeb14© 2014
Beyond the website
Viewbook
– Sections align with topics and are tethered to the website
Email
– Topics are focus of campaigns during Admissions cycle
Social
– Feature topics during downtimes or when contextually
relevant
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 63
68. #eduWeb14© 2014
Impact
Page Views +12%/visit
Length of Visit Time +13.8% /visit
New Visits +6.4%
Bounce Rate -17%
Mobile Traffic +93.7%
Tablet Traffic +46.7%
Content authorship + storytelling
Internal satisfaction + satisfaction
Topic Pages + site engagement
68@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
69. #eduWeb14© 2014
Impact
Campus Visits Increased
Deposits Increased
69@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
Activity-based AND performance-based
70. #eduWeb14© 2014
How is this all managed?
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 70
Staff:
400+
71. #eduWeb14© 2014
Project Management
Process Model
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com 71
Vision and Leadership
ContentWeb Print
Social
Writers
conversant in
CMS
Budgets tight
– Had to figure
how to be
robust with
limited
resources
Efficiency
– Centralize
content
repositories
– Build system
without holes,
pull in default
stories
72. #eduWeb14© 2014
Takeaways
72
Tear down the organizational
barriers
Create pages that address key
“signature” and “ownable” topics
Use to aggregate access to
content found throughout the
website (connect the dots)
Test with target audiences
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com
75. #eduWeb14© 2014
Next wave
75
Customized content delivery
based on user behavior
Integration with external
marketing efforts (online
and offline)
Take advantage of
CMS search and
digital market tools
@EmmanuelCollege | @honanm | @zigzagJeff | @thePrimacy | thePrimacy.com