Mapping your content strategy
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Associations and nonprofit organizations produce a lot of content and publish it across multiple channels, but does it serve a purpose? Does it help meet strategic goals, increase customer value, or help members grow in their professions? This presentation covers how to create a content strategy that works, as well as how to incorporate content strategy tactics and processes immediately. Presentation by @carriehd, @dinalew, and me at the Association Media & Publishing 2015 Annual Meeting
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Mapping your content strategy
- 1. Mapping Your Content Strategy Carrie Hane Dennison (@carriehd) Dina Lewis, CAE (@dinalew) Hilary Marsh (@hilarymarsh)
- 2. What is content strategy? • Who, what, when, where, why, and how of publishing content online • A strategic statement tying content to business goals • The people, processes, and power to execute that statement
- 7. • hDps://www.flickr.com/photos/studiocurve/13080208/ • hDps://www.flickr.com/photos/moohcowh/259
- 9. 10-‐step content strategy roadmap 1. Discovery 2. Content audit and assessment 3. ComparaIve content analysis 4. Empathy-‐based audience personas and customer journey framework 5. Develop guidelines for content creaIon and publishing
- 10. 10-‐step content strategy roadmap 6. IdenIfy roles, lifecycles, workflow, and governance models 7. Taxonomy 8. Plan for content transformaIon and migraIon 9. Plan for content markeIng/promoIons 10. Handoff, plan next steps
- 11. Where you’re going Goals & measures of success 1 4 2 5 3
- 12. How you’ll get there Which channels will help you achieve success? 1 4 2 5 3
- 13. How long and how much Deadline, budget, resources (staff, skills, priori@es) 1 4 2 5 3
- 14. Who’s going with you Who is your audience? What do they want? 1 4 2 5 3
- 15. What you’ll take What content do you have? What needs to be created? 1 4 2 53
- 17. Discovery Tasks: • Gather and review exisIng content and goals documentaIon – guidelines, policies, metrics, recommendaIons, member surveys, etc. • Review exisIng business processes, challenges, and goals – Stakeholder interviews – Member survey
- 18. Discovery Deliverable: • Document describing content goals and current state
- 19. Content Audit and Assessment
- 20. Content audit and assessment Tasks: • Assess content for quality, usability, task/goal suitability, structure • Compare exisIng content against goals to idenIfy gaps • Document observaIons, findings/ recommendaIons • Discuss with content owners, review feedback and revisions
- 21. Content audit and assessment Deliverables: • Content matrix • Content findings and recommendaIons report • Content owner discussions • Feedback and revisions
- 22. Compara7ve Content Analysis
- 23. Compara7ve content analysis Tasks: • IdenIfy appropriate comparison and compeIIve sites and organizaIons to audit • Develop appropriate metrics to use • Conduct the analysis Deliverable: • ComparaIve audit findings report
- 24. Empathy-‐Based Personas 24 hDp://www.slideshare.net/est3ban/empathybased-‐personas-‐gaining-‐a-‐deeper-‐understanding-‐of-‐your-‐audience-‐presen
- 25. 25 Anthony Susan Allen Maggie
- 27. Empathy-‐based audience personas and customer journey framework Tasks: • IdenIfy highest-‐priority audience segments • Brainstorm key contextual informaIon about their challenges, fears, and hopes • ArIculate the strategic opportuniIes for the organizaIon to serve them • Validate personas and customer journeys through focus groups
- 28. Empathy-‐based audience personas and customer journey framework Deliverables: • Detailed descripIons of up to four personas • Detailed experience frameworks • Focus group reports
- 29. hDp://www.useit.com/eyetracking/ Content crea7on and publishing guidelines
- 30. Develop guidelines for content crea7on and publishing Tasks: • IdenIfy appropriate editorial style guidelines • Facilitate a message architecture workshop • IdenIfy appropriate voice and tone, adapt for each content source and channel • Adapt publishing best pracIces to client’s content and channels Deliverable: • Content guidelines
- 31. 31 Governance
- 34. Iden7fy roles, lifecycles, workflow, and governance models Tasks: • Define roles and governance structure • Define content access-‐level strategy • Define content success metrics and ongoing decision process Deliverable: • Document outlining all of the above
- 35. Taxonomy • What Is It? – A set of terms (controlled vocabulary) and content aDributes (metadata) that can be applied to content items – The underlying data structure of the website • Why Use It? – Helps describe and categorize content items – Creates relaIonships among content items – Helps make content items findable through navigaIon and search
- 36. Tasks: • Agree upon controlled vocabulary • Validate with users • Determine who will tag content Deliverables: • Content taxonomy, roles Taxonomy
- 38. Library of Congress (loc.gov)
- 39. Content Transforma7on and Migra7on
- 40. Plan for content transforma7on and migra7on Tasks: • Assess content for quality, usability, and how its used • Assess content for migraIon • Create content models/types Deliverables: • Content models • Content transformaIon/migraIon schedule
- 41. • Structure—how content items will assemble – e.g., news, author, locaIon, price • Type—how is it being used? – e.g., press release for press room, author database for journal arIcles • ADributes—published & metadata – e.g., Itle, abstract, taxonomy tag hDp://alistapart.com/arIcle/content-‐modelling-‐a-‐master-‐skill Content Models
- 42. Transforma7on
- 43. Transforma7on
- 44. Content Marke7ng and Promo7ons
- 45. Plan for content marke7ng/promo7ons Tasks: • Create an editorial calendar based on topics, content volume, and promoIon channels • Create a communicaIon plan for metrics Deliverables: • Editorial calendar • Metrics communicaIon plan
- 48. Source: www.bobangus.com
- 49. 49 hDp://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two Handoff and Next Steps
- 50. #winning
- 51. Making it work Have a plan Do some strategic nagging Pa@ent but persistent repe@@on of a message
- 52. Handoff, plan next steps Tasks: • Educate/remind client about each of the previous steps and deliverables • Create a plan for ongoing educaIon and follow-‐up
- 53. Handoff, plan next steps Deliverables: • Content strategy “playbook” document including all previous deliverables • CommunicaIon plan for content strategy educaIon, socializaIon, operaIonalizaIon
- 54. Thank you! Carrie Hane Dennison carriehd@gmail.com @carriehd Dina Lewis, CAE dina@disIlledlogic.net @dinalew Hilary Marsh hilary@contentcompany.biz @hilarymarsh
Hinweis der Redaktion
- Content is really where the rubber hits the road. If you think about it, there are really three aspects of every website: 1) What the organization needs to accomplish. That usually comes down to revenue through product or service sales, memberships or registrations, or awareness 2) What users come to the site for, and what they need from the organization 3) What’s technically possible While this looks pretty straightforward, it often isn’t. And where it gets really tricky is in the shaded areas between two circles: If the business and IT create something that they think rocks, but the site’s audience doesn’t get it or doesn’t care, it won’t attract enough people to succeed. If the site is built with too much of a focus on what the users need and what’s possible technically, then there’s a good possibility that the business won’t get what it needs, and if that happens, the site could get shut down. And finally, if the user needs and the business drivers are all in alignment but IT wasn’t involved enough, it could turn out to be very expensive to execute the vision. Content strategy has an essential face into all three of these circles, and it’s really where they all meet. Content strategy looks at what the organization is generating – its products, programs, services, events, etc., and makes sure that it’s written and delivered in a way that will resonate with the audience. Content strategists understand what users are looking for from the organization and try and get those gaps filled. And content strategists work with IT to make sure that the CMS and other systems used to deliver content work for both the internal users and for the end audience.
- When you go on a trip, you figure out where you’re going…
- how you’ll get there…
- when you’ll go… what your budget is…
- who will go with you…what you’ll take. The same things goes before you build a website … app … project…campaign. If you don’t know where you’re going, you won’t know where you’ll end up or when you’ve arrived…
- Think of this as a roadmap. you’ll define where you’re going…
- At NAR, we went through a process to create empathy personas. We enlisted the help of staff members to brainstorm about their challenges, fears, and motivations. These staff members had worked for NAR for many years and represented many programs and services. They’d been exposed to lots of different members, both the volunteer leaders who serve on the committees, and the general membership at large – which, as we all know, are completely different populations. This was my secret way of overcoming the objections to the fact that the web team was in charge of the website and of getting buy-in from my peers there. Rather than handing them a binder full of rules, we were all doing the work together.
- The consultant we worked with, Esteban Gonzalez, has a company called Brand Therapy that specializes in creating these kinds of personas. Esteban led us through the whole process. He had everyone check their individual experience at the door, which was so important We had to agree on the four most important audiences that the organization needed to serve online. The very last step of all the brainstorming sessions was to give each of our personas a name and a face. This was such an effective way to create a shared understanding of our audiences.
- When we were ready to reveal them to the larger community of staff members who published information on the site, we created life-size cutouts of them and actually had people introduce them. I kept those cutouts right outside my office, where they were always in view for me and my team, as well as anyone who came to talk with us.
- Online, people skim and don’t read. Two reasons Mental – expectations and time Physical – a computer is a reflective screen so it’s more fatiguing to read
- creating and managing a website -- how hard can it be? just put recent articles on the home page too hard to find information? just delete everything that's older than a year if all else fails, we'll just create an index