Keynote presentation delivered online as part of Library Journal's Digital UX Workshop: Crafting Exceptional Digital Experiences for the User-Centered Library. November 3, 2015.

1. content
STRATEGYRebecca Blakiston
11.3.15

2. hello!
ux librarian
facilitator
project manager
user researcher
content fanatic
Developing a Content Strategy for an Academic Library Website,
Journal of Electronic Resources Librarianship, 25(3), 175-191, 2013.

3. content
is
MESSY

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

5. audit
strategize
create
sustain
content

6. AUDIT & ANALYZEfigure out what currently exists and where,
who's doing what, and where you want to go

7. Drupal web
pages
LibGuides
tutorials
web exhibits
define scope
blog posts
catalog
social media
databases

8. create a
spreadsheet
include columns for
qualitative analysis,
like relevancy,
accuracy, SEO, and
usage data

9. identify and
analyze every
piece of
content

10. outline the
structure of
your website
use URLs to identify tiers of structure and
your current information architecture
notice parents, children, and siblings of
content - what makes sense, what doesn't

11. share what
you find

12. clean up weird
stuff that you
find

13. identify who
does what,
and when and
how they do it

14. define your
users' goals

15. define
organizational
goals

16. find where they intersect
users'
goals
organizational
goals

17. STRATEGIZE & IMPLEMENT
create roles, responsibilities, workflows, and
methods for accountability

18. document roles & responsibilities
requestor
provider
manager
reviewer
publisher
strategist
editor

19. create
sustainable
workflows
creating a page
updating a page
deleting a page

20. create editorial standards
just one period after
punctuation
no italics
no underlines
no ALL CAPS
don't spell out URLs
use standard terms
and capitalization

21. establish a voice and tone
Reassuring, but not paternalistic.
Inspiring, but not cheerlead-y.
Fun, but not cheeky.
Academic, but not highbrow.
from the
University of Arizona Libraries

22. CREATE & SUSTAIN
support the entire lifecycle of content and
adapt your strategy over time

23. communicate
& iterate
keep administrators in
the loop
meet regularly with
content managers
build trust and be flexible

24. provide resources & training
expectations & accountability
standards & style guides
workflows & processes
writing for the web
web analytics
tools for managing the work

25. expand the scope
focusing first on
areas with biggest
impact

26. use technology
enforce editorial
standards
create structured
content that keeps
things up to date
relate content using a
content model

27. time for
QUESTIONS
Rebecca Blakiston
blakisto@email.arizona.edu
@blakistonr