Elle Geraghty UX Australia 2019 - 7 big content problems
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Over 15 years as a content strategist Elle Geraghty has identified seven core problems that prevent organisations from nailing their content experience. This presentation outlines those problems plus concrete examples of how you can start to tackle them.
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Elle Geraghty UX Australia 2019 - 7 big content problems
- 3. Elle Geraghty Content Strategy@ellengeraghty Content people are ⊠PhotographersVideographersIllustrators Artists Content designers Content writers Longform writers Journalists Analysts Technical writers Sound ⚠designers Information architects Directors Producers Copywriters Editors Game designers Strategists 3
- 5. @ellengeraghty âContent provides information about the world around us. It deïŹnes, describes, discusses, and debates things and ideas. Concepts. People. Places. Objects. It furnishes us with facts.â MIKE ATHERTON + CARRIE HANE
- 6. @ellengeraghty It costs 10 x as much to provide service via call centre as it does via digital. GOV.UK
- 8. @ellengeraghty Audience Not knowing who your audience is or what they are trying to do.
- 9. @ellengeraghty Audience Gerry McGovern - Top Tasks Ida Aalen - Core Model 1 2
- 10. @ellengeraghty âTop tasks are what matter most to your customers. By identifying and continuously improving top tasks you will deliver a better customer experience and increased organizational value.â GERRY MCGOVERN TOP TASKS
- 11. @ellengeraghty Business strategy Not knowing what your key strategic pillars are or how to support them digitally.
- 12. @ellengeraghty Business strategy Elle Geraghty - Business strategy for content strategy 1
- 13. @ellengeraghty âYour content strategy should ladder up into your business strategy. The degree to which this is necessary depends on your circumstances. You will want to experiment with the level of granularity you can directly support in that strategy.â ELLE GERAGHTY CONTENT STRATEGY
- 14. @ellengeraghty Team Not having the right people on the team with the right skills.Â
- 15. @ellengeraghty Team Padma Gillen Lead with Content 1
- 16. @ellengeraghty âIn short, âgovernanceâ means who can say no to whom, and when they get to say it. Getting your governance right can make or break your website or digital service. Itâs very important.â PADMA GILLEN LEAD WITH CONTENT
- 17. @ellengeraghty Budget Not giving yourself enough money or time to craft and manage meaningful content.
- 18. @ellengeraghty Budget Content cost calculator - Liam King 1
- 19. @ellengeraghty If our community fails to recognize, divide, and conquer the multiple roles associated with planning for, creating, publishing, and governing content, weâll keep underestimating the time, budget, and expertise it takes to do content right. KRISTINA HALVORSON BRAIN TRAFFIC
- 20. @ellengeraghty Content Not knowing what content you have, who owns it, or whether itâs any good.
- 21. @ellengeraghty Content Screaming frog Audit template - Meghan Casey 1 2
- 22. @ellengeraghty âI almost always ïŹnd links to or website address for websites, references, apps or social media accounts that I did not know existedâ MEGHAN CASEY
- 23. @ellengeraghty Measurement Not knowing what you want your content to do and if it is doing it
- 24. @ellengeraghty Measurement DTA - content strategy guide Google Analytics academy 1 2
- 25. @ellengeraghty âThere are a lot of analytics you can use. It is better to measure less metrics but measure them consistently and analyse them. You will gain valuable insights by monitoring change over time.â DTA - CONTENT STRATEGY GUIDE
- 26. @ellengeraghty Technology Not understanding how technology is relevant - or not - to your project.
- 27. @ellengeraghty Technology DTA - content strategy guide Content Strategy for Mobile Designing connected content 1 2 3
- 28. @ellengeraghty âThere is no point debating the merits of the container (platform) if you don't know what you want to put into it. Or if you donât have a funnelâ KAREN McGRANE BOND ART + SCIENCE
- 29. @ellengeraghty âThe CMS you use should also be in alignment with your content strategy. Get clear on your requirements before you choose a CMS.â DTA - CONTENT STRATEGY GUIDE
- 30. @ellengeraghty TechnologyTeam Content MeasurementBudgetStrategyAudience 7 BIG CONTENT PROBLEMS HUMAN SKILLS
- 32. @ellengeraghty Content strategy is a practice with the objective of planning, managing, organising, and measuring digital content that meets both the needs of users and business. 32 This practice can be applied to websites, content ecosystems, social media and more. It combines approaches from strategic design, project management and design thinking.
- 33. @ellengeraghty Books and links Links âą Top tasks - http://gerrymcgovern.com/books/top-tasks-a-how-to-guide/ âą Core model - https://alistapart.com/article/the-core-model-designing-inside-out-for-better-results/ âą Strategy mapping - https://www.ellegeraghty.com/blog/2019/business-strategy-for-content- strategy âą DTA content strategy guide - https://guides.service.gov.au/content-strategy âą Content cost calculator - http://www.lagomstrategy.net/content-production-calculator âą Lead with content ebook - https://books.gathercontent.com/lead-with-content âą Google analytics academy - https://analytics.google.com/analytics/academy/ âą Screaming frog - https://www.screamingfrog.co.uk/ Books âą The content strategy toolkit - Meghan Casey âą Content strategy for the web - Kristina Halvorson and Melissa Rach âą Designing connected content- Make Atherton and Carrie Hane âą Content strategy for mobile - Karen McGrane