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Example of Content Strategy and Audit Work

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Example of Content Strategy and Audit Work

  1. 1. Influence, invent and educate to improve global health  One of a handful of research organizations around the world that are pioneering the systems biology of infectious disease research.  Every day, the scientists strive to end the threat of infectious disease by influencing how we think about those diseases, inventing new solutions, and educating the next generation of scientists and our community.  Areas of focus are Malaria,Tuberculosis,Viral Diseases (HIV/AIDS and Influenza) and African sleeping sickness and other related diseases 1
  2. 2. Areas of Focus Malaria  Targeting early stage malaria, severe malaria in children and pregnancy malaria Tuberculosis  Eliminating the biological barriers toTB drug and vaccine discovery 2 Emerging and Neglected Diseases  Identifying new targets for drugs and diagnostic tools forAfrican sleeping sickness and other related diseases Viral Diseases  Developing innovative new approaches to creating HIV/AIDS vaccines
  3. 3. Site Audit Analysis Qualitative factors  Usability Is the content short or long? Is there too much text? Are images and graphics used?  Knowledge level Ease of understanding.  Findability Can you find the content? Is it organized logically?  Actionability How clear is the call to action? Strategic Factors  BusinessValue Is content aligned with business goals  Message & Brand Does the content reflect key messages? 3 Scope  Reviewed entire site- circa 150 pages/ 600 pieces  Staff interviews
  4. 4. High level qualitative findings 4 0 50 100 150 200 Useability Knowledge Level Findability Actionability Poor BelowAverage Satisfactory Good Excellent
  5. 5. QualitativeAnalysis Findings Usability  Content tends to be very text heavy with little use of imagery or graphics to improve the reading experience  A number of sections break down into redundant or too many sub pages  Inconsistent use of real estate on the page – particularly in the right column 5
  6. 6. QualitativeAnalysis Findings Findability  Content could be better organized around key focuses or messages  Site architecture feels likes its for the internal audience 6
  7. 7. QualitativeAnalysis Findings Actionability  Nothing to tell large donors what to do  Calls to action are not clear  Donation area needs some polish 7
  8. 8. QualitativeAnalysis Findings Message & Brand  Site is very clinical in nature  Needs an injection of inspiration and humanity  Systems biology message need to be bought to the forefront  Build in concepts of influencing, investing and educating 8
  9. 9. QualitativeAnalysis Findings BusinessValue  A lot of great informative content in there  But not enough talking directly to the large donor  Need to assess how much the site needs to address the scientific community 9 Knowledge level  Language is scientific but generally easy to follow
  10. 10. Next steps for core content strategy  Review findings of audit with client  Agreeing vision and goals for the web site  Articulating the brand voice and key messages more precisely  Creating priorities around different areas of the site  Assessing resourcing  Thinking about social media and community advocacy to help build awareness 10
  11. 11. Challenges  Client is resourced challenged - need to ensure content strategy is feasible  Prioritizing work and creating a workable implementation plan  Identifying work flows that will keep site fresh and relevant  Measures of success – large donors will not donate via the site 11
  12. 12. High level audit findings 12 0 50 100 150 200 Useability Knowledge Level Findability Actionability Poor BelowAverage Satisfactory Good Excellent
  13. 13. Vision & Goals VisionBring to life the organization’s work in a way that creates interest, advocacy and a desire to help. Goals  Interest and Advocacy: Increase the chatter - media mentions, social media.  Desire to help: Keep current donors and supporters engaged and make it easy for small donors to contribute.  Attract: Be a source of information for students and potential employees. 13
  14. 14. Target markets 14 Advocates and media  Global health issues  Latest discoveries and research  Scientific opinion  Issues based content  Spread the word Donors and supporters  Wins and progress  Global health issues  Supporter events and activities  Ongoing financial support  Volunteer  Spread the word Students and employees  Wins and progress  Credentials and reputation  Curriculum and training programs  Workplace  Seek to work or train with company Target Interested in Action
  15. 15. Messaging Primary Messaging A world leader in development of lifesaving research, vaccines, dr ugs and diagnostics that will benefit those who need our help most: the 14 million who will die each year from infectious diseases 15 Secondary Messages  Difference - integration of systems biology, immunology and infectious disease research.  Their independent position means they need independent support.  Seek to influence, invent and educate.  Focus areas - Malaria,Tuberculosis,Viral Diseases (HIV/AIDS and Influenza) andAfrican sleeping sickness and other related diseases.
  16. 16. 16 Topics Work Achievements About, facts & figures People Research Disease Area Malaria Tuberculosis HIV/AIDS Influenza Chagas’ Disease Toxoplasmosis Leishmaniasis Work Achievements About, facts & figures People Research Science Systems Biology Diagnostics Drug Discovery Immunology Global Health Biotechnology Center Bioinformatics Center for Mosquito Production and Malaria Infection Research DNA Sequencing Flow Cytometry Imaging Protein Production Work Achievements About, facts & figures People Research Curriculum Achievements About, facts & figures People Research Education & Training Graduate & Postdoctoral Undergraduates High School International Training Visiting Scientists About About Us Leadership & Board For the Media Careers Governance Contact Us Get Involved Donate Fund Fundraising Events Every Page Donate Get Involved Share, Follow, Like Blog News Research Events
  17. 17. 17 Home page wireframe Malaria Scroll statistic or achievement HIV/AIDS Scroll statistic or achievement Emerging & Neglected Diseases Scroll through diseases statistic or achievement Tuberculosis Scroll statistic or achievement Science & Innovation Scroll through science and technology statistic or achievement Get Involved Scroll donate and volunteer opportunities Work with Us Scroll through work opportunities Learn with Us Scroll through educational and training opportunities Blog Roll News, updates, curated articles with commentary
  18. 18. 18 Focus page wireframe Facts and figures about the disease Tuberculosis – the work we do Achievements Donate Work with Us Volunteer Learn with Us News and research Our people Share/Like Share/Like Share/Like
  19. 19. Editorial strategy 19 Featured update facts, achievements, f eatured staff One focus area per week Conversational, more emotive and expressive, low technicality3rd party curated news items and research Monitored daily and published immediately – cover focus areas at least 2/3 times/ month Conversational, more emotive and expressive, low technicalityWork/Curriculum Review each section 2/year More formal, medium level technicality Content Frequency Voice People Update as required, review annually More formal, medium level technicality Research Published as received Highly formal, highly technical Other static content Update as required, review annually Conversational, more emotive and expressive, low
  20. 20. Workflow principles Internally produced content: Develop publishing and editorial calendar. Set a date for author delivery and a date for publication allowing appropriate time for editing 20 3rd party curated news items and research: Use automated aggregation services to source content Newsletter: Use automated services to create Editorial Control: Communications Specialist Fact checking and quality: Author, SME, Communications Specialist
  21. 21. Content Checklist Mandatories  Accurate or verified from approved credible source  Voice is appropriate for content type  Is the content timely and still relevant  Is the content tagged and optimized for SEO? 21 Must be at least one of these  Reflects primary message  Reflects secondary messaging  Increases interest and advocacy  Drives desire to help  Attracts students and employees  Shareable  Actionable
  22. 22. Distribution strategy 22  The website  Newsletters  Presentations  Events  Mainstream news  Global Health media  Medical Publications  Research Journals  Facebook &Twitter  Global Health bloggers and influencers  Education and training bloggers and influencers Owned Earned media Social media Blog Website Publish Newsletter Curate Facebook Twitter RSS eMailing List Distribute
  23. 23. 23 Dashboard Interest and advocacy Website Number of visits (monthly) Inbound links Social Engagement Facebook Likes Twitter Followers Traditional Media Media mentions Interview Requests Published Research Advocates Blogger relationships Blogger mentions Shares Desire to help Newsletter Number of subscribers Online Donations Number of online donors Average online donation Volunteers Number of online volunteering enquiries Attract Students Number of online student enquiries Employees Number of online employee enquiries Partners Number of online partner enquiries
  24. 24. 24 Implementation Phase 1 Phase 2 Website 1. Revamp home page to include all key focus areas 2. Revamp topline navigation 3. Create a “level two” page for each of the focus areas 4. Build blog roll 5. Remove content as recommended 1. Review all content in line with quality control checklist and realign all content with new navigation 2. Collapse and reduce overall number of pages 3. Revamp topline navigation Distribution 1. Create simple email newsletter 2. Identify and connect to influencers 1. Create mobile and tablet friendly website 2. Investigate a mobile/tablet publication Content Creation 1. Create editorial and publishing calendar 2. Develop and implement quality control checklist 3. Investigate appropriate content aggregators and newsletter automation 1. Investigate ways to create more visually appealing content in place of text 2. Seek to build a contributor force – either from the SME’s or persons in the field Metrics 1. Create dashboard and confirm measures 2. Implement Google Analytics