12. Content strategy plans for the
creation, publication, and governance
of useful, usable content.
Kristina Halvorson
www.flickr.com/photos/45923218@N00/4835160197
13. The content strategist defines not
only which content will be
published, but why it’s being
published in the first place. Without
a strategy, we’re just running a
production line for content that
nobody needs or wants.
www.shorpy.com/node/15585
14. Publishing Criteria
Why are you publishing this?
Info Architecture
Is it logically arranged, findable?
Content
Strategy
Messages
What do you want them to know?
ID Audiences
Who are you trying to reach?
(And why?)
Work Flow
Routine process for scheduling,
producing, publishing
Measure success
(or lack of it)
Metrics
21. Our home page is a blizzard.
There’s too much information
right away.
www.flickr.com/photos/smithsonian/2551851700
22. Our website should
facilitate a two-way
conversation with industry.
www.flickr.com/photos/anmm_thecommons/8533281990
23. Our site lacks a compelling
vision. What’s our version of
‘we helped put a man on the
moon’?
www.flickr.com/photos/bergen_public_library/5427117205
24. Potential recruits are our
most important audience.
http://www.flickr.com/photos/smithsonian/2552861639
25. The website needs to work better for elected
officials, high-level industry reps and community
members.
www.flickr.com/photos/floridamemory/9031464131
26. Audiences
Dept. of Energy Current employees
Elected officials (staffers) Students
Community members Journalists/Media
Science-interested public Facility Users
Potential employees Potential facility users
27. Top Tasks
Find contact information Learn how to apply for a job
Evaluate programs or facilities Find relevant research news
Understand what BNL does Learn how to become a facility user
See available jobs See what BNL offers industry
29. Template 1.0: ‘Our Science’ Landing Page
Intro to BNL’s work
Brookhaven’s scientific breakthroughs ensure a
successful energy future for our nation. We
research:
1. nuclear and particle physics, to understand more
about matter, energy, space, and time;
2. photon sciences and nanomaterials, to research
new kinds of energy production; and
3. the relationship between climate change,
sustainable energy, and the Earth’s ecosystems.
Themes
Energy Security: We collaborate with industry and
academic partners to reduce the carbon footprint
of our economy through efficiency and renewable
fuels.
Light as a Discovery Tool: Our light sources work
as powerful microscopes to help researchers find
solutions to the grand energy challenges facing
the US.
Etc. …
Our Science
Science Powering
Industry
Short blurb, link to case study,
small image.
About BNL
Brookhaven carries out critical
energy research at the frontier of
science and operates world-leading
research facilities on behalf of the
U.S. Department of Energy.
30. Success Metrics
Unique visits
Subscriber volume
Number of shares
What number indicates ‘success’?
Time on site Is a high number or a low number
good? High number might mean they
couldn’t find desired content. Low
number might mean they didn’t stop
to read content.
www.flickr.com/photos/60527064@N00/3538962602
31. What We Had at end of CS consult
• Who we were trying to reach
• What we wanted to tell them
• What we thought they wanted to do (top tasks)
• Suggestions for how to arrange content in a way that
would be easy for them to find it
• List of content to dump b/c it had no WHY
• Where the content gaps were and what had to be
written to better explain the Lab’s mission, capabilities,
national value and achievements
• The attention of management and our own writing staff
47. Template 1.0: ‘Our Science’ Landing Page
Intro to BNL’s work
Brookhaven’s scientific breakthroughs ensure a
successful energy future for our nation. We
research:
1. nuclear and particle physics, to understand more
about matter, energy, space, and time;
2. photon sciences and nanomaterials, to research
new kinds of energy production; and
3. the relationship between climate change,
sustainable energy, and the Earth’s ecosystems.
Themes
Energy Security: We collaborate with industry and
academic partners to reduce the carbon footprint
of our economy through efficiency and renewable
fuels.
Light as a Discovery Tool: Our light sources work
as powerful microscopes to help researchers find
solutions to the grand energy challenges facing
the US.
Etc. …
Our Science
Science Powering
Industry
Short blurb, link to case study,
small image.
About BNL
Brookhaven carries out critical
energy research at the frontier of
science and operates world-leading
research facilities on behalf of the
U.S. Department of Energy.
53. I applaud your motivation and expect that the results
will be fantastic. However, I was shocked earlier this
month when CERN rolled out their new web pages.
Perhaps it was the way I used the old web pages, but
it is much harder to find the links which were
trivially available on the old CERN site.
78. The world is split into websites that work
with Instapaper, and stuff that has now
been rendered irrelevant to me.
@killdozr
79.
80. Primary Audiences for BTW
Internal
Scientific Staff
Support Staff
Visitors, Facility Users
Bargaining Unit
Lab Leadership
DOE Area Office
External
DOE Program Managers
Contractor Leadership
Retirees
Interested Public
81. The “Busy Executive”
Employees on travel
Employees who don’t look
at the intranet on a regular
basis
Another chance to
reiterate important
messages
