1. Content Strategy &
Metrics Model
February 6, 2014
a presentation by
Kate Eyler-Werve
@mightybytes
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2. Introducing Mightybytes
Mightybytes is a full-service creative firm for conscious
companies. We do everything from branding and content
strategy to web design and software development.
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3. Library Content Strategy: The Challenge
+
Multiple Audiences
=
Range of Resources
3
360+
Website
Pages
Infinite options!

4. Our Boss Content Strategy Model: The Solution
Organization
Mission Statement
Organizational Objectives
Target Audience
Content Calls to Action
Content Hypothesis
Content Findability
Key Performance Indicators
Targets
Segments
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5. Today’s Adventure!
Using strategy and metrics to tame content bloat with our
handy, dandy model.
!
• Solving common content strategy problems
• The model in the wild (with several fascinating detours)
• The one true trick to developing a content strategy
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6. Adapted from Kaushik’s Digital Marketing
and Measurement Model
Avinash Kaushik blogs at www.kaushik.net and is the Ryan
Gosling of Digital Metrics.
=
Hey girl, your happiness is our
key performance indicator.
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7. What problems
does this model
solve?
a presentation by
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8. Phase 1: Strategy
Build a shared
understanding across the
team on:
• Goals
• Performance
• Process
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9. Phase 2: Creation
Make the links between
strategy, content and
metrics explicit.
!
4
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10. Phase 3: Promotion
Identify how your
content will be
found.
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11. Phase 4: Measuring Impact
Make data-based decisions
on cutting and expanding
content.
!
!
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4
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12. Content Strategy
Metrics Model
a presentation by
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13. Step 1: Identifying Organizational Objectives
Key Question: What are the organizational
objectives you can advance through your content?
!
!
!
!
Increase use
!
!
of job search
resources
Increase event
registration
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5
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Increase
circulation

14. Canterlot Library Working Model
Canterlot Public Library
Our mission is to give access to ideas in various media.
Organizational
Objective
Support parents to encourage a love of reading
and learning in their children
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15. Step 2: Identifying the Target Audience
Key Question: What audience do you want to reach?
!
!
!
Good Examples:
!
• Teens
!
Bad Example:
• Community leaders
! !
• Teachers
!
• Small business owners
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5
6

16. Canterlot Library Working Model
Canterlot Public Library
Our mission is to give access to ideas in various media.
Organizational
Objective
Target Audience
Support parents to encourage a love of reading
and learning in their children
Parents with small children
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17. Step 3: Identifying the Call to Action
Key Question: What action do you want your
audience to take as a result of your content?
!
!
!
!
!
!
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5
6

18. Canterlot Library Working Model
Canterlot Public Library
Our mission is to give access to ideas in various media.
Organizational
Objective
Target Audience
Call to Action
Support parents to encourage a love of reading
and learning in their children
Parents with small children
“Put a book on hold”
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19. Step 4: Make a Content Hypothesis
Key Question: What kind of content do we think will
prompt our target audience to complete our call to
action?
!
Bad Examples:
• We could have a blog!
!Good Examples:
! • Blog post: Top 5 ways the
!
library can help you find
!
a job
!
!
• !Photos: Kids using the 3D
printer
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5
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20. Awesome Content in the Wild
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21. 21

22. 22

23. Canterlot Library Working Model
Canterlot Public Library
Our mission is to give access to ideas in various media.
Organizational
Objective
Target Audience
Call to Action
Content Hypothesis
Support parents to encourage a love of reading
and learning in their children
Parents with small children
“Put a book on hold”
Recommendations for books/videos on common
parenting challenges
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24. Step 5: Make it Findable
Key Question: How will our target audience find this
content?
!
!
vs.
!
!
!
!
!
!
!
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5
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25. Library Search Engine Wins
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26. Library Search Engine Lost Causes
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27. Canterlot Library Working Model
Canterlot Public Library
Our mission is to give access to ideas in various media.
Organizational
Objective
Target Audience
Call to Action
Content Hypothesis
Found by
Support parents to encourage a love of reading and
learning in their children
Parents with small children
“Put a book on hold”
Recommendations for books/videos on common
parenting challenges
Link from story-time event page
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28. Step 6: Identifying KPIs
Key Question: What metric best tells you if you’re
meeting your content goal?
!
!
!
!
!
Visits
!
Downloads
!
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5
6
Call to Action
Follow through

29. Canterlot Library Working Model
Canterlot Public Library
Our mission is to give access to ideas in various media.
Organizational
Objective
Target
Audience
Support parents to encourage a love of reading and
learning in their children
Call to Action
“Put a book on hold”
Content
Hypothesis
Found by
KPIs
Parents with small children
Recommendations for books/videos on common
parenting challenges
Link from story-time event page
Visits
# of books put on hold
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30. Step 7: Setting Targets
Key Question: How will we know if our strategy
succeeded?
!
!
!
!
!
100 Visits
!
per month
20 Downloads
per month
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5
6
20
Shares per
10 holds placed
month

31. Canterlot Library Working Model
Canterlot Public Library
Our mission is to give access to ideas in various media.
Organizational
Objective
Target Audience
Support parents to encourage a love of reading and learning
in their children
Parents with small children
Call to Action
Content
Hypothesis
Found by
KPIs
Targets
“Put a book on hold”
Recommendations for books/videos on common parenting
challenges
Link from story-time event page
Visits
# of books put on hold
100 monthly visits
5 monthly hold requests
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32. Step 8: Segmenting Visitors
Key Questions:
!
Acquisition: How are visitors coming to our site?
!
Behaviors: What are people doing when they get
here?
!
Outcomes: Who are the people who are following
through on calls to action?
!
!
!
!
!
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5
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33. Google Analytics Segments
Choose the default segments that make sense for you
and then start experimenting with custom segments.
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34. Canterlot Library Working Model
Canterlot Public Library
Our mission is to give access to ideas in various media.
Organizational
Objective
Target Audience
Support parents to encourage a love of reading and learning
in their children
Parents with small children
Call to Action
Content
Hypothesis
Found by
KPIs
Targets
Segments
“Put a book on hold”
Recommendations for books/videos on common parenting
challenges
Link from story-time event page
Visits
# of books put on hold
100 monthly visits
5 monthly hold requests
New vs. Returning Visitors
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35. Now, Sign It In Blood
“The Iron Rule of performance metrics is:
Any stakeholder that doesn’t sign off on your
objectives, goals, KPIs and segments will not
accept the results of your assessment”
!
Janet Eyler and Dwight Giles,
Where’s the Learning in Service Learning
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36. The Key to Success
a presentation by
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37. There Are No Wrong Answers
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38. Questions?
a presentation by
Kate Eyler-Werve
kate@mightybytes.com
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39. Content Strategy and Metrics Model
Name of the Organization
Mission Statement
Organizational
Objectives
What the organization does to execute against its mission
Target Audience
Who are you trying to reach?
Content Calls to
Action
What action do you want your target audience to take as
a result of your content?
What types of content will prompt your target audience
to follow through on your call to action?
Content Hypothesis
Content Findability
Key Performance
Indicators
Targets
Segments
How will your target audience find the content?
Measures that help you understand if you are meeting
your objectives
Pre-determined indicators of success or failure
A group of people with a set of behaviors, sources or
outcomes
in common
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