Bare Bones Content Strategy: How to Create a Sustainable Governance Plan
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As content professionals, we strive for clear, concise communication on the web. We cut clutter, hone our message, and plan for purposeful content. Just like our content should be straightforward, so should our plan for making content happen. “Simple” is understandable and manageable. “Complex” is confusing and time-consuming. We need to take the right steps, not every step. We need to use the right tools, not every tool. Ongoing content strategy requires cultural support for governance with buy-in from the top and bottom of our org chart. This means creating a content plan people understand, with straightforward tools and training people can use in their everyday work. Content strategy is complex. It’s our job to simplify it.
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Bare Bones Content Strategy: How to Create a Sustainable Governance Plan
- 1. Bare Bones Content Strategy: How to Create a Sustainable Governance Plan Rick Allen @epublishmedia Confab Higher Ed 2015 #confabEDU https://flic.kr/p/386RKA
- 2. Content strategy is simple. “ 2 #confabEDU • @epublishmedia
- 3. Content strategy is simple. “ 3 - Said No One Ever #confabEDU • @epublishmedia
- 9. 9 Plan Create Revise Approve Test Publish Tasks: • Determine need for new content • Request new content Tasks: • Create draft of new copy • Send to content editor for review Tasks: • Copyedit • Return to author for rewrite or send for approval Tasks • Review content for accuracy • Return to author and editor for rewrite or submit for publication Tasks: • Build content in email or web template • Submit for publication Tasks: • Publish content on schedule Content is time-consuming
- 11. 11 Complexity is the problem https://flic.kr/p/iccxG8
- 12. 12 “Complex” is hard to sustain https://flic.kr/p/5dxQ8W
- 15. 1. easily understood or done. 15 sim•ple #confabEDU • @epublishmedia /'simpəl/ adjective “a simple solution”
- 19. 19 Source (2013): http://osls.emory.edu/about/meet_the_staff1.html Emory University Office of Student Leadership and Service
- 20. 20 Content goals should: • Clearly identify content value for users • Provide guidelines for determining what on-page content is appropriate and useful • Ensure content is unique and organized appropriately • Lead to the creation of content that inspires action • Define benchmarks for measuring success • Determine who is needed to review and approve content #confabedu
- 21. 21 Complex goals • Improve customer service • Improve enrollment, retention, and alumni relations • Better reflect the culture and values of our institution #confabedu
- 22. 22 • Provide new student orientation information, introducing resources and encouraging engagement • Describe the distinguishing characteristics of our M.S. Biology program and how it can help students achieve their professional goals • Inform current students about course scheduling and policy information Straightforward goals #confabedu
- 24. A goal that can’t be measured is useless. 24
- 25. 25 Clear goals + relevant success metrics = valuable insights
- 26. 26 1. Transformative 2. Community-building 3. Valuable 4. Vibrant Messaging Guidelines #confabedu
- 27. 27 Transformative We educate responsible, passionate, cooperative individuals who actively work to make the world a better place. 1. Service-oriented • Active, hands-on • Responsible • Conscientious 2. Passionate • Inspiring • Engaging • Positive and hopeful 3. Collaborative • Cooperative • Mentoring
- 28. Content creation workflow: Plan Create Revise Approve Test Publish Tasks: • Determine need for new content • Request new content Tasks: • Create draft of new copy • Send to content editor for review Tasks: • Copyedit • Return to author for rewrite or send for approval Tasks: • Review content for accuracy • Return to author and editor for rewrite or submit for publication Tasks: • Build content in email or web template • Submit for publication Tasks: • Publish content on schedule #confabEDU • @epublishmedia
- 32. Content creation workflow: Plan Create Revise Approve Test Publish Tasks: • Determine need for new content • Request new content Tasks: • Create draft of new copy • Send to content editor for review Tasks: • Copyedit • Return to author for rewrite or send for approval Tasks: • Review content for accuracy • Return to author and editor for rewrite or submit for publication Tasks: • Build content in email or web template • Submit for publication Tasks: • Publish content on schedule #confabEDU • @epublishmedia
- 33. Content creation workflow: Create Revise Publish Tasks: • Create draft of new copy Tasks: • Copyedit • Return to author for rewrite or publish Tasks: • Publish content on schedule #confabEDU • @epublishmedia
- 34. Content guides #confabEDU • @epublishmedia
- 35. Planning for guides & tools • Who are the people using these guides? • What are they trying to accomplish? • What do they need help with? #confabEDU • @epublishmedia
- 36. Focus your content strategy on real needs. 36
- 38. • CMS Page Template • Content Audit • Content Matrix • Content Model • Content Template • Content Worksheet • Editorial Calendar • Editorial Style Guide • Information Architecture • Message Architecture • Persona • SEO Copywriting Guidelines • Taxonomy • User Flow • Web Publishing Guidelines • Web Writing Guidelines • Wireframe Content guides & tools #confabEDU • @epublishmedia
- 39. • Message Architecture • Persona • SEO Copywriting Guidelines • Taxonomy • User Flow • Web Publishing Guidelines • Web Writing Guidelines • Wireframe Content guides & tools #confabEDU • @epublishmedia • CMS Page Template • Content Audit • Content Matrix • Content Model • Content Template • Content Worksheet • Editorial Calendar • Editorial Style Guide • Information Architecture
- 40. Content audit findings 1. Voice and tone is inconsistent across the website—some pages are too casual, others are too formal. 2. Most content is not written with web writing conventions in mind and include long, dense copy and non-descriptive link text. 3. Content is not optimized for search. 4. Academic program pages are missing key information and don’t offer users any clear next steps. #confabEDU • @epublishmedia
- 41. Content guides & tools #confabEDU • @epublishmedia • CMS Page Template • Content Audit • Content Matrix • Content Model • Content Template • Content Worksheet • Editorial Calendar • Editorial Style Guide • Information Architecture • Message Architecture • Persona • SEO Copywriting Guidelines • Taxonomy • User Flow • Web Publishing Guidelines • Web Writing Guidelines • Wireframe
- 42. Make content guides easy to use for the people who use them. 42
- 43. 1. Keep your audience in mind 2. Use plain language 3. Be concise 4. Make content scannable 5. Write meaningful headers 6. Limit paragraphs to 70 words 7. Use bulleted lists whenever possible 8. Use the active voice 9. Be professional and human 10.Include valuable links Web writing guidelines #confabEDU • @epublishmedia Source: meetcontent.com/blog/web-writing-guidelines-for-content-contributors/
- 44. Content guides #confabEDU • @epublishmedia
- 45. The best content strategy is the one that works for you. 45
- 47. The end game
- 48. Governance
- 51. Make content strategy relevant and meaningful. 51
- 54. Talk results, not content.
- 55. People don’t care about the process, they care about results. 55 #confabEDU • @epublishmedia
- 57. Content strategy plans for the creation, publication, and governance of useful, usable content. “ 57 Kristina Halvorson Author, “Content Strategy for the Web” http://alistapart.com/article/thedisciplineofcontentstrategy #confabEDU • @epublishmedia
- 58. Content strategy is to copywriting as information architecture is to design. “ 58 Rachel Lovinger Razorfish http://boxesandarrows.com/content-strategy-the-philosophy-of-data/ #confabEDU • @epublishmedia
- 59. Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience. “ 59 Margot Bloomstein Author, “Content Strategy at Work” http://www.slideshare.net/mbloomstein/content-strategy-smartusefulpapertrained_ecs/ #confabEDU • @epublishmedia
- 61. I make sure the content on our site is useful for the people who need it. “ 61 Amanda Costello Lead Content Strategist, CEHD at University of Minnesota http://www.slideshare.net/amandaesque/grandboss #confabEDU • @epublishmedia
- 62. I help people to tell their story online. “ 62 #confabEDU • @epublishmedia
- 63. I help people understand what content works and what doesn't so they can make their website better. “ 63 #confabEDU • @epublishmedia
- 64. I help people understand how to make content happen. “ 64 #confabEDU • @epublishmedia
- 65. Help people understand how content strategy benefits them and they will care. 65
- 66. What should people learn or do when they come to your website? “ 66 #confabEDU • @epublishmedia
- 67. Let’s help them do that… 67 #confabEDU • @epublishmedia
- 68. Rick Allen @epublishmedia rick@meetcontent.com Thank you! Say hi next time. #confabEDU • @epublishmedia