Content is why people visit your website. Period. So why is quality content so easily discounted? Why do we neglect this critical website element that we rely on to attract, inform, engage, and retain site visitors? Answer: content is massive, political and time-consuming. A college website contains thousands of pages with limited content contributors, editors, and managers, all with different perspectives and priorities. In this session, learn how to implement and maintain effective content that drives marketing, engages users and increases website conversions. - http://www.epublishmedia.com
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Content Strategy: The Key to Effective Web Content
1. Content Strategy:
The Key to Effective Web Content
Rick Allen
Babson College
F.W. Olin Graduate School of Business
Canadian Post-Secondary Web Conference
May 26, 2010
@epublishmedia
Rick Allen • @epublishmedia #pseweb • #ContentStrategy
#pseweb
2. Hi, I’m Rick.
Rick Allen • @epublishmedia
@epublishmedia #pseweb • #ContentStrategy
#pseweb
3. Hi, I’m Rick.
Rick Allen • @epublishmedia
@epublishmedia #pseweb • #ContentStrategy
#pseweb
5. What I’m talking about
1. Why quality web content and
strategy are so important
@epublishmedia #pseweb
6. What I’m talking about
1. Why quality web content and
strategy are so important
2. Elements that comprise a
content strategy
@epublishmedia #pseweb
7. What I’m talking about
1. Why quality web content and
strategy are so important
2. Elements that comprise a
content strategy
3. What’s needed to maintain
quality content
@epublishmedia #pseweb
8. What I’m talking about
1. Why quality web content and
strategy is so important
Elements that comprise a
content strategy
What’s needed to maintain
quality content
@epublishmedia #pseweb
9. Why am I focusing
on content?
@epublishmedia #pseweb
10. Because I’m a publisher.
Just like you!
@epublishmedia #pseweb
11. “ The moment you launch a
website, an email campaign, a
mobile application, or content
of any kind, you’re a
publisher. Shouldn’t you start
acting like one?
Kristina Halvorson
Author, Content Strategy for the Web
@epublishmedia #pseweb
13. “ View yourself more like a
publisher delivering valuable
editorial products than as a
marketer selling products and
services.
Joe Pulizzi
Co-Author, Get Content Get Customers
@epublishmedia #pseweb
14. Content is why people
visit your website.
@epublishmedia #pseweb
31. “ Content strategy is the
practice of planning for the
creation, delivery, and
governance of useful, usable
content.
Kristina Halvorson
Author, Content Strategy for the Web
@epublishmedia #pseweb
32. “ Content strategy is the
practice of planning for the
creation, delivery, and
governance of useful, usable
content.
Kristina Halvorson
Author, Content Strategy for the Web
@epublishmedia #pseweb
41. How do we align
analytics, usability
and SEO/SEM with
content creation?
@epublishmedia #pseweb
42. How do we align
analytics, usability
and SEO/SEM with
content creation?
How do we maintain
voice, tone, and branding
with content across
multiple channels?
@epublishmedia #pseweb
67. What I’m talking about
1. Why quality web content and
strategy are so important
2. Elements that comprise a
content strategy
3. What’s needed to maintain
quality content
@epublishmedia #pseweb
68. What I’m talking about
Why quality web content and
strategy are so important
2. Elements that comprise a
content strategy
What’s needed to maintain
quality content
@epublishmedia #pseweb
73. Message architecture
‣ Ensures a consistent, clear brand message
‣ Identifies what your organization wants to
convey and how it wants to be perceived
@epublishmedia #pseweb
74. Message architecture
‣ Ensures a consistent, clear brand message
‣ Identifies what your organization wants to
convey and how it wants to be perceived
‣ Ensures clear, concise descriptions of
organization concepts
@epublishmedia #pseweb
75. Message architecture
‣ Ensures a consistent, clear brand message
‣ Identifies what your organization wants to
convey and how it wants to be perceived
‣ Ensures clear, concise descriptions of
organization concepts
‣ Aligns sub-site messaging with organization-
wide messaging
@epublishmedia #pseweb
76. Message architecture
‣ Ensures a consistent, clear brand message
‣ Identifies what your organization wants to
convey and how it wants to be perceived
‣ Ensures clear, concise descriptions of
organization concepts
‣ Aligns sub-site messaging with organization-
wide messaging
‣ Aligns messaging across all communication
channels
@epublishmedia #pseweb
77. Message architecture
‣ Ensures a consistent, clear brand message
‣ Identifies what your organization wants to
convey and how it wants to be perceived
‣ Ensures clear, concise descriptions of
organization concepts
‣ Aligns sub-site messaging with organization-
wide messaging
‣ Aligns messaging across all communication
channels
‣ Determines if content is appropriate for your
users
@epublishmedia #pseweb
78. “ How can you measure if
content is appropriate if you
don’t have a metric against
which to measure it?
Margot Bloomstein
Appropriate, Inc
@epublishmedia #pseweb
81. “ If you don't understand where
you are now, you can't create
a plan to get you where you
need to be.
Kristina Halvorson
Author, Content Strategy for the Web
@epublishmedia #pseweb
89. Content analysis
‣ What is the purpose of each piece of web
content? Does it meet our business objectives
and users’ needs?
@epublishmedia #pseweb
90. Content analysis
‣ What is the purpose of each piece of web
content? Does it meet our business objectives
and users’ needs?
‣ How do we want our users to respond to our
content?
@epublishmedia #pseweb
91. Content analysis
‣ What is the purpose of each piece of web
content? Does it meet our business objectives
and users’ needs?
‣ How do we want our users to respond to our
content?
‣ What content do users need, but not know to
look for?
@epublishmedia #pseweb
92. Content analysis
‣ What is the purpose of each piece of web
content? Does it meet our business objectives
and users’ needs?
‣ How do we want our users to respond to our
content?
‣ What content do users need, but not know to
look for?
‣ What resources are needed to complete the
project and maintain it post-launch?
@epublishmedia #pseweb
93. Content analysis
‣ What is the purpose of each piece of web
content? Does it meet our business objectives
and users’ needs?
‣ How do we want our users to respond to our
content?
‣ What content do users need, but not know to
look for?
‣ What resources are needed to complete the
project and maintain it post-launch?
‣ How will we measure the effectiveness of our
content?
@epublishmedia #pseweb
97. Results
‣ Defined target keywords and content topics
relating to our brand message
@epublishmedia #pseweb
98. Results
‣ Defined target keywords and content topics
relating to our brand message
‣ Web editorial style guide that provides
consistent voice, tone, and word usage,
catering to our audience and brand
@epublishmedia #pseweb
99. Results
‣ Defined target keywords and content topics
relating to our brand message
‣ Web editorial style guide that provides
consistent voice, tone, and word usage,
catering to our audience and brand
‣ Editorial process: roles, source content,
content types, and interaction with
marketing, design, developers
@epublishmedia #pseweb
100. Results
‣ Defined target keywords and content topics
relating to our brand message
‣ Web editorial style guide that provides
consistent voice, tone, and word usage,
catering to our audience and brand
‣ Editorial process: roles, source content,
content types, and interaction with
marketing, design, developers
‣ Editorial calendar, considering content
channels, types, and themes
•
@epublishmedia #pseweb
109. What I’m talking about
1. Why quality web content and
strategy are so important
2. Elements that comprise a
content strategy
3. What’s needed to maintain
quality content
@epublishmedia #pseweb
110. What I’m talking about
Why quality web content and
strategy are so important
Elements that comprise a
content strategy
3. What’s needed to maintain
quality content
@epublishmedia #pseweb
111. Keep it
going
http://www.flickr.com/photos/dasqfamily/ / CC BY 2.0
@epublishmedia #pseweb
116. Is content redundant,
outdated, trivial?
http://www.flickr.com/photos/will-lion/ / CC BY-NC-ND 2.0
@epublishmedia #pseweb
117. Are links still functional?
Is content still findable?
@epublishmedia #pseweb
118. Is content still useful,
relevant, and accurate?
@epublishmedia #pseweb
119. Key points
Rick Allen • @epublishmedia
@epublishmedia #pseweb • #ContentStrategy
#pseweb
120. Key points
‣ Make content strategy a priority
Rick Allen • @epublishmedia
@epublishmedia #pseweb • #ContentStrategy
#pseweb
121. Key points
‣ Make content strategy a priority
‣ Be a publisher—focus on content
Rick Allen • @epublishmedia
@epublishmedia #pseweb • #ContentStrategy
#pseweb
122. Key points
‣ Make content strategy a priority
‣ Be a publisher—focus on content
‣ Know what content you have before
determining what you need
Rick Allen • @epublishmedia
@epublishmedia #pseweb • #ContentStrategy
#pseweb
123. Key points
‣ Make content strategy a priority
‣ Be a publisher—focus on content
‣ Know what content you have before
determining what you need
‣ Analyze: determine if content is useful,
relevant, and effective
Rick Allen • @epublishmedia
@epublishmedia #pseweb • #ContentStrategy
#pseweb
124. Key points
‣ Make content strategy a priority
‣ Be a publisher—focus on content
‣ Know what content you have before
determining what you need
‣ Analyze: determine if content is useful,
relevant, and effective
‣ Strategize: create an achievable, actionable,
and sustainable plan
Rick Allen • @epublishmedia
@epublishmedia #pseweb • #ContentStrategy
#pseweb
125. Key points
‣ Make content strategy a priority
‣ Be a publisher—focus on content
‣ Know what content you have before
determining what you need
‣ Analyze: determine if content is useful,
relevant, and effective
‣ Strategize: create an achievable, actionable,
and sustainable plan
‣ Measure content constantly—adapt to change,
make smart decisions
Rick Allen • @epublishmedia
@epublishmedia #pseweb • #ContentStrategy
#pseweb