Museums content strategy_workshop_ConxaRoda

WORKSHOP
Conxa Rodà @innova2
Tijana Tasich @teengily
#MWA15
Melbourne
Oct 5, 2015
Museums Content Strategy
Nightmare by Pere Daura,
Museu Nacional d’Art de Catalunya

In today’s workshop
 what is content strategy?
 step-by-step guide to creation of a
content strategy
 challenges
 wrap-up
and some activities in-between

ACTIVITY /1
in pairs _ 5 min
_______________________________________
ICE BREAKER / MEET YOUR NEIGHBOUR
→ Your name, institution and role
→ What content do you produce?
→ Expectations out of this workshop today?

Mobile
Strategy
Comms.
Strategy
Marketing
Strategy
Digital
Strategy
Content
Strategy
USER
Experience
@innova2

ALL
strategies
to serve
USER needs
Photo: Conxa Rodà

MUSEUM AS A CONNECTOR
Audiences
and CONTENT AS A CONNECTION DRIVER

Content Strategy is a Journey
Photo credit: www.isabellestravelguide.com/my-first-train-journey-in-australia.html

Content
“ is the way everything an organization
does manifests itself in the world.
So content strategy is pretty big and
broad”.
Hilary Marsh
(Google Group on Content Strategy)

How do you make smart choices to
ensure the content types, tone and
media in an experience support that
experience in a way that’s
appropriate to the brand and useful to
ist audience?
Easy. That’s content strategy
Margot Bloomstein

Content strategy plans for the
creation, publication and
governance
of useful, usable content.
Kristina Halvorson

Content strategy deals with the
planning aspects of managing
content throughout its lifecycle.
Rahel Anne Bailie

Getting the right content to
the right user at the right time
through strategic planning of
content creation, delivery
and governance.
Content Strategy Alliance
Upon the first definition by Kevin Nichols

Why is Content Strategy
important for my museum?
Because...
 we have tons of existing content
 created by multiple people / departments
 delivered in diverse channels / formats
 lacking consistency
 we need to optimize time and resources
 we need to clarify workflows
 involve the rest of the museum
ergo...@innova2

We do need
to strategically plan
our content needs

Content is UX
UX is content
Read: Designing Content First for a Better UX, Liam King
https://blog.gathercontent.com/designing-content-first-for-a-better-ux

Is your content fit for
purpose?
Let’s Get Real Conference_
Culture24 title

ACTIVITY /2
Groups _ 10 min
_______________________________________
Identify CONTENT
for BEFORE / DURING / AFTER
the VISIT

 Plan
 Analyse
 Create
 Communicate
 Evaluate
5 main components of a
Content Strategy

Content strategic plan
 Goals
 Audiences
 Governance
 Workflow
 Measurement

Questions
Why?
mission
objectives
values
 For whom?
audiences
 What How?
assets content
outreach channels
engagement platforms
Post-its_ Workshop run at @MuseuNac_Cat
@innova2

Musée Pompidou
Photo: Conxa Rodà
Think of ALL audiences

Motivations for visits to museums and galleries
Mobile Audience Research. The National Gallery, Imperial War Museums, Tate. 2013

Engagement with content
before/during/after a visit

Content accessed/activities
before a visit

during a visit

Engagement with content during a visit

after a visit

If you knew all this about your
audiences, how would that influence
your plans for creation, distribution
and promotion of content?
@teengily

Segmenting your audiences
TATEwww.tate.org.uk/about/our-work/digital/digital-metrics/website-audience-segmentation

Editorial and brand guidelines
Tone and voice
Accessibility guidelines
Moderation guidelines
Set of “Don’ts”
Positioning regarding Open Content
...
Define

who/ what/ where, when will
create / design / sign off/
publish/ maintain/ remove/
measure / moderate/ promote
CONTENT
Workflow:
roles and responsibilities for tasks

Content workflow
Ideate
Create
Review
Revise
Sign off
Publish
Evaluate
Maintain
Post-Publishing

RACI model
Responsible
Accountable
Consulted
Informed

Measures of success
Tijana Tasich and Elena Villaespesa, Making Nonsense of Numbers, Museums and
the Web, 2012. www.slideshare.net/teengily/journey-of-analyticstategallery

ACTIVITY /3
in pairs _ 15 min
_______________________________________
CONTENT STRATEGIC PLAN
→ find out about
 goals
 audiences
 governance
 workflow
 measurement
→ discussion: what did you find out?

Plan
Analyse
Create
Communicate
Evaluate
Content Strategy

Content and channel audit
what content have you already got?
content inventory [per channel]: a list
of all content resources
content audit: inventory + qualitative

E-MAIL
NEWSLETTER
PRINT
PDFs
(catalogues,
Annual
repports)
Available online
USER
GENERATED
CONTENT
(UGC)
INTERACTIVE
MUSEOGRAPHY /
AUDIOGUIDES
MOBILE
SOCIAL
MEDIA
WEB
Consider ALL types of
Content
Online / offline
@innova2

Content audit
https://moz.com/blog/content-audit-tutorial#h3-2
https://docs.google.com/spreadsheet/ccc?key=0Aupv-89nVqawdGdPTFZmeEUxSnIwdW9UWmFFWlVlVkE&usp=sharing#gid=0

Image source: http://ywmovement.org/why-science-causes-people-to-leave-the-faith-and-how-to-fix-it/
Wanted: clarity and consistency

Content & Design equilibrium
Image source: http://helloseocopywriting.com/9/post/2014/03/content-or-design-which-comes-first.html

The museum
old website
2004 - 2014!!

The Museu Nacional online collection
www.museunacional.cat/en

Image: http://blocs.gencat.cat/blocs/AppPHP/tribunadarqueologia/files/2012/06/atapuerca.jpg
Content findability

Image: http://www.btv.cat/btvnoticies/wp-content/uploads/2013/10/071013acumulacioR.jpg
Content accumulation_spring clean
needed!

Is our content unique?
Image: http://pixshark.com/quotes-about-being-different-and-standing-out.htm

Is our content up to challenge?

Tip: analyze TOP tasks (Gerry McGovern )
Tijana Tasich and John Stack, Tate Website Redesign, MCN 2012,
www.slideshare.net/teengily/mcn2012-tate-website-redesign

What content is missing to
achieve your goal?
Content gap analysis

What makes content GOOD?
@innova2

User Experience
 All content creates user experiences
 Experiences are linked to usage
 You, the creator of content, can shape
those experiences
(from the MOOC Content Strategy, Northwestern University)

Focus on delivering meaning
over information
franklygreenwebb.com

Courtauld Gallery - www.beyondthelabel.info

Storytelling
Are we telling what people want to
know?

Source: www.slideshare.net/josemariapalomares/delivering-powerful-presentations-353377955

www.huffingtonpost.com/vala-afshar/the-future-of-all-busines_b_6300918.html

www.vangoghmuseum.nl/en/nature-and-the-artist#7

BLOGS
Connect
-community
-museums
-staff

vangoyourself.com: scenification
Open content: Art to be used, resed, recreated, shared

Acknowledging users’ contributions (UGC)
http://blog.museunacional.cat/en/museum-seen-by-instagramers/

Content types
www.slideshare.net/ipullrank/scaling-quality-v10

Metadata as content
Image: http://melbel.hubpages.com/hub/Meta-Data-for-SEO
Content which describes and categorises content and objects

Dublin Core Metadata Element Set
 Title
 Creator
 Subject
 Description
 Publisher
 Contributor
 Date
http://dublincore.org/documents/dces/
 Type
 Format
 Identifier
 Source
 Language
 Relation
 Coverage
 Rights

SEO_karma
Improvements we make
SEO-oriented
often mean
improvements for our USERS
@innova2

Evergreen content
= SEO content
Exhibits & Collection
Biographies
Research papers
Glossaries
Interviews
Guides
Timelines
Stories
How to...
Top ten...
Who was...
What is...
Top tips
DIY guide to...

This is NOT evergreen
content
Press releases
News articles
Calendar (events)
Seasonal content
Trendy content
Statistics

W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant
Blog museu - Conxa (II) X X X X
Confe Lahuerta (29/1) X
Sketchcrawl (31/1) X X X
Visites CDS Casagemas X
Tarda diss Gratuïta X X
Píndola X
Bcnegra 2015 (1/2) X X X X X X
1r dmg mes (1/2) X
W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant
Blog museu - Cornella X X X X
Ap correos 1001 (7/2) X X X X X X X X X X X
Sta Eulàlia + Laies X X
Històries relleu (8/2) X X X X X X X X
W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant
Blog museu - MEDIAMBIENT X X X X
Sta Eulàlia + Laies X X X X
Carnaval X X
Swing X X X X X X X X X X
DIVENDRES DISSABTE DIUMENGE
9 10 11 12 13 14 15
DILLUNS DIMARTS DIMECRES DIJOUS
29 30 31 1
DIJOUS DIVENDRES DISSABTE DIUMENGE
5 6 7 82 3 4
DIMARTSDILLUNS DIMECRES DIUMENGEDIJOUS DIVENDRES DISSABTE
Social media and web weekly calendar
@MuseuNac_Cat

The MoSCoW method
T
Image source:http://www2.mokabyte.it/cms/article.run?
permalink=mb186_AgileGamification-4
Good read: ‘Moscow Prioritisation’ at
www.dsdm.org/content/10-moscow-prioritisation

Adapted by @innova2 to museum content_inspired by:
- The Content Strategy Toolkit _Meghan Casey, 2015 www.slideshare.net/GatherContent/content-strategy-ch15
- Customer Journey Mapping_Allegra Burnette, Forrester, MuseumNext Geneva 2015
1
2
Vistors info
Opening times
Location
Price
Visitors map
Press releases
FAQS
Curators podcasts
Videos abt the collection
Videos of restoration
processes
Online collection
Educational resources
Apps
Organisational chart
Online library
Glossary
Annual report
Online shop
eBooks
Blog
Interviews with artists
Audiotour
Newsletter
Activities
Membership
User-generated C
Research materials
Timeline
Online catalogues
Interactive map
Stories around artworks
Audios from lectures
Fact sheets
API for Open data
Social media
Virtual exhibitions
Interactive media content
Tutorials
Museum policy
Games

“Don’t overinvest in production
and underinvest in distribution.”
Lauren Pope
Gather Content

Out of the box: collaborative platforms
Wikipedia
Google Art
project
Europeana
Collections/
Content
@innova2

•
Image: http://cgce.es/2009/wp-content/uploads/2010/06/puzzle.jpg
Strategy
must be
INTEGRAL

web
Open
Content
Social
Media
Online
Collection
e-Publishing
Interactive
Museography
Mobile
Online/onsite
Integration
Cooperative
Tools
Training
Content Strategy Map
for Museums
Institutional Web Digital Projects
e-Marketing
Conxa Rodà
Education

web
Open
Content
Content release under
Creative Commons
Linked Open Data
Wikipedia
Europeana
Google Art Project
Art Babble
Art Finder
Open peer Review
Crowdsourcing
Social
Media
Online
Collection
e-Publishing
Interactive
Museography
Mobile
Online/onsite
Integration
Digitization
Visualisation
Storytelling
Social tagging
Augmented Reality
Multitouch tables
Multimedia Lab
Multimedia audioguide
Accessibility
3D Printing
Visitors’ participation
web 2.0
Blog
Community
Sharing
Co-creation
Apps
Mobile web
Mobile tours,QR
Gamification
Geolocation
m-commerce
m-learning
Wearables, iBeacons
Cooperative
Tools
Training
Content Strategy Map
for Museums
Digital Networking
Wikis
Cloud
Working methods
Cross-departmental collab.
Digital proficiency
Digital preservation
Analytics
Institutional Web
------
Virtual tours
Multimedia gallery
Virtual classroom
Online Library
Digital Archive
Accessibility (WAI)
e-Press
Sstreaming
Podcasts
SEO/analytics
Digital Projects
Net-art
Virtual Exhibits
Collective data mining
e-Marketing
Membership
Ticketing
Shop
Hiring spaces
Funding
e-mailing
Conxa Rodà
Multichannel
Visitors’ engagement
User-generated Content
Education
e-Learning, MOOCs
Edu-projects
Games
Scholarly catalogues
E-books
Magazines
Educational material
Annual reports
Print-on-demand

Risks of not having a CS
 content doesn’t meet users / visitors needs
 poor quality content gets published
 inconsistency, redundancy
 wrong design decisions made because of
lacking of real content
 frustrating internal processes
 projects run late
 budgets are increased

Content challenges
 integration of the digital content
 multichannel
 greater integration online / onsite
 overcome the resistance to change
 better analytics

We need intelligent content!
Intelligent Content Conference,
San Francisco 2014
BONUS

Intelligent Content
“structurally rich
semantically categorized
and therefore
automatically discoverable, reusable,
reconfigurable and adaptable”
Getting Started with Intelligent Content
http://contentmarketinginstitute.com/intelligent-content/getting-started-with-intelligent-
content-ebook/

Content is not a one-person task!
Images: www.jpvillani.com.ar/tag/sisifo/ http://nurianetworking.com/featured-slider/community-manager/

 Know your organisation and audiences
 Create content for YOUR audiences
 Keep content useful, engaging, consistent
 Spread the culture of content
 Build content strategy achievable and
sustainable
Final take-aways

PLAN but take ACTION…
TODAY!!

Final ACTIVITY
individual_ 5 min
__________________________
List ACTIONS to do in your museum
now / 1 week
in 3-months time
1 year from now

Some online references not to miss!
 Gather Content https://gathercontent.com/
 Contently https://contently.com/
 BrainTraffic http://braintraffic.com/
 Google Group on Content Strategy
https://groups.google.com/forum/#!
forum/contentstrategy
 Hashtag #contentstrategy

Thank you
Gràcies!
Tijana Tasich @teengily
#MWA15
Melbourne
Oct 5, 2015

Museums content strategy_workshop_ConxaRoda

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