content strategy roadmap - asae tech2015

h"p://echa.europa.eu/addressing-­‐chemicals-­‐of-­‐concern/substances-­‐of-­‐poten8al-­‐concern/svhc-­‐roadmap-­‐to-­‐2020-­‐implementa8on  

h"p://echa.europa.eu/addressing-­‐chemicals-­‐of-­‐concern/substances-­‐of-­‐poten8al-­‐concern/svhc-­‐roadmap-­‐to-­‐2020-­‐implementa8on  

Content Strategy RoadmapPhase 1: Inputs1.  Discovery2.  Content audit and assessment3.  Comparative content analysis 4.  Empathy-based audience personas

Phase 2: Outputs1.  Taxonomy2.  Content modeling3.  Content creation and publishing guidelines4.  Roles, lifecycles, workflow, governance5.  Content marketing and promotions6.  Handoff, next steps

Introduction to

Content Strategy

Get the right contentto the right personfor the right action

For all associations, the number one challenge to membership growth is “difficulty in communicating value or benefit.”

—2014 Membership Marketing Benchmarking Report

http://www.marketinggeneral.com/resources/benchmark-report/

Goals•  Drive member value•  Increase satisfaction•  Increase usage of our programs, products,

services, resources, and tools

•  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

Policies and guidelines+

Audience understanding+

Business knowledge=

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Content is…Event ProductClass ProgramResearch

Content strategy is…Event strategy Product strategyClass strategy Program strategyResearch strategy

Content is…My Event My ProductMy Class My ProgramMy Research

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“Every pixel has an owner.”

– Paul Ford, former web editor at Harper’s magazine

“It is difficult to get a man to understand something, when his salary depends upon his not understanding it.”

– Upton Sinclair, 1935

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h"p://www.amazon.com/Have-­‐Always-­‐Done-­‐That-­‐Way/dp/184728857X/  

Department

Message

Audience

Department

Message

Audience

Department

Message

Audience

Department

Message

Audience

Old thinking

Organization: Programs, offerings

Audience

Messages

Audience Audience Audience

New thinking

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22  

Content strategy is

CHANGE MANAGEMENT  

Discovery

h"p://www.amnh.org/exhibi8ons/permanent-­‐exhibi8ons/discovery-­‐room  

Learn about the organization and its audiences

•  Use what exists•  Fill in what’s missing

About the organization•  Values•  Mission•  Business goals•  Products & programs•  Future plans

About member needs and preferences

•  Member needs assessments•  Non-renewal surveys•  Conference exit surveys

•  Interviews•  Behavior surveys•  Usability testing•  Field visits

Supplement

h"ps://www.flickr.com/photos/xoques/3758640007  

Strategy Statement

The <Organization>’s social intranet will:

  Collect and surface/curate critical, relevant editorial content created by appropriate <organization> corporate departments, divisions and employees.

  Enable and motivate employees to connect, interact and collaborate via social features.

  Foster a culture of innovation.

We will develop and maintain content that helps people practice and enjoy the arts.

To reduce customer service center costs, we will provide user-facing, task-based support content that makes our professional customers feel confident when configuring products for their clients.

NAMI.org will advance the NAMI movement by recruiting and motivating supporters and ambassadors to:

– educate themselves and others about mental illness and recovery

– find and access support– contribute by donating, walking, engaging,

joining– take action by advocating, participating,

volunteering, and sharing their stories

Content strategy statement

< O r g a n i z a t i o n > o f f e r s _ _ _ _ _ _ _ , _ _ _ _ _ _ _ c o n t e n t t h a t h e l p s t h e m _ _ _ _ _ _ _ _ _ _ _ _ _ a n d _ _ _ _ _ _ _ _ _ _ _ _ _ b y m a k i n g _ _ _ _ _ _ _ _ f e e l _ _ _ _ _ _ _ , _ _ _ _ _ _ _ , a n d _ _ _ _ _ _ _ , a n d c o n v i n c i n g t h e m t o _ _ _ _ _ _ _ _ _ _ _ _ _ a n d _ _ _ _ _ _ _ _ _ _ _ _ _ .

adjec8ve   adjec8ve  

accomplish  goal  accomplish  goal   audience  

adjec8ve   adjec8ve  adjec8ve  

take  desired  ac8on  

take  desired  ac8on  

Exercise #1: Create a strategy

statement

Create a strategy statement

< O r g a n i z a t i o n > o f f e r s _ _ _ _ _ _ _ , _ _ _ _ _ _ _ c o n t e n t t h a t h e l p s t h e m _ _ _ _ _ _ _ _ _ _ _ _ _ a n d _ _ _ _ _ _ _ _ _ _ _ _ _ b y m a k i n g _ _ _ _ _ _ _ _ f e e l _ _ _ _ _ _ _ , _ _ _ _ _ _ _ , a n d _ _ _ _ _ _ _ , a n d c o n v i n c i n g t h e m t o _ _ _ _ _ _ _ _ _ _ _ _ _ a n d _ _ _ _ _ _ _ _ _ _ _ _ _ .

adjec8ve   adjec8ve  

accomplish  goal  accomplish  goal   audience  

adjec8ve   adjec8ve  adjec8ve  

take  desired  ac8on  

Example  VillageReach  offers  educa-onal  but  warm,  human  content  that  helps  them  increase  dona-ons  and  raise  awareness  by  making  ins-tu-onal  donors  feel  commi6ed,  capable,  and  needed,  and  convincing  them  to  give  annually  and  show  public  support.  

take  desired  ac8on  

Content Audits and

Assessments

Step 1: Content inventory

•  www.xenu.com  •  www.content-­‐insight.com  •  www.powermapper.com    

Things to trackN a m e o f c o n t e n t p i e c eU R LC o n t e n t t y p eP e r s o n r e s p o n s i b l eN o t e s

Also trackA v e r a g e m o n t h l y v i s i t sL a s t r e v i e w d a t eC M S c o n t e n t t y p eTr a n s l a t i o n s

Step 2: AuditR e w r i t e , m e r g e , d e l e t e ?E x p a n d , t r i m ?G a p sP a t t e r n s

Outcomes•  C o n t e n t m a t r i x•  F i n d i n g s a n d r e c o m m e n d a t i o n s

r e p o r t

Do  not  skip!  

Comparative Content Analysis

Who?•  C o m p e t i t o r s•  P e e r s•  S i m i l a r o f f e r i n g s•  O t h e r i n d u s t r i e s•  S o c i a l n e t w o r k s

What to look at•  S e a r c h r e s u l t s•  U s a b i l i t y•  Vo c a b u l a r y•  C o n t e n t•  P r e s e n t a t i o n•  A u d i e n c e - c e n t r i c i t y•  Vo i c e a n d t o n e•  Q u a l i t y

Outcome Compara t i ve aud i t find ings r epo r t  Fo rma l r epo r t  Presen ta t i on  Sco reca rd sp readshee t  SWOT ana l ys i s

59 [bt]Ç  

Empathy-Based Audience Personas

h"p://www.tagheuer.com/int-­‐en/company/ceo-­‐speech  

•  Shared focus on the audience

•  Shared understanding of the audience

61  

h"p://www.slideshare.net/est3ban/empathybased-­‐personas-­‐gaining-­‐a-­‐deeper-­‐understanding-­‐of-­‐your-­‐audience-­‐presen  

62  

Anthony Susan

Allen

Maggie

Taxonomy

•  What Is It?–  A set of terms (controlled vocabulary) and content

attributes (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 relationships among content items

–  Helps make content items findable through navigation and search

Controlled  Vocabulary    

≈  

Library  of  Congress—www.loc.gov  

≈  

Search—www.acc.org  

≈  

www.fia.org  

Outcomes•  Agree on controlled vocabulary•  Validate with users•  Determine who will tag content•  Plan to review/add/remove terms

periodically

Taxonomy Exercise

What’s in the bag?

Image:  wikipedia  

Content Modeling

Content  Model  

Content  model  created  for  a  conference  

Structured  Content  

Information or content that has been broken down

and classified using metadata

The  unstructured  CMS  thinks  in  pages,  8tles,  and  body  fields.  

The  structured  CMS  thinks  in  nodes,  content  types,  and  rela8onships.  

“In a sense, content models are perhaps the truest form of bottom-up information architecture: by determining what types of chunks are important and how to link them, we make the answers embedded in our content ‘rise to the surface.’”

—Louis Rosenfeld & Peter MorvilleInformation Architecture for the World Wide Web

Content  Model  

Type—what is it?– Event– Session– Blog post– Sponsor

Content  Model  

Structure—elements of the type– Title– Date– Time– Speaker– Photo

Content  Model  

Properties — metadata– Speaker name– Author photo– Taxonomy tags

Content  Model  

Relationships– sessions are part of events– events have sponsors

Content  Type  

Field  names  and  proper8es  for  a  Session  content  type.  

Data  in  a  structured  content  en8ty  is  displayed  in  different  ways  

Content Creation

Possibly  remove  

Effective content•  Is focused on the reader•  Has a goal•  Helps the reader do a task•  Is relevant, timely, useful

Reader-Focused ContentBefore  Social  security  taxes  must  be  paid  monthly    •  Who  must  pay  taxes?  •  Passive  voice  

A5er  Employers  must  pay  social  security  taxes  monthly    •  Clearly  states  who  must  pay  •  Ac8ve  voice  

Effective content•  Uses subheads and bullets•  Is not in PDF format•  Uses fewer words but includes the terms

readers are looking for

Content with a goal•  NO - We want to people to know that we have

courses

•  YES - We want people to choose our webinars for their continuing education

Content with a goal•  NO - We want to increase the views of our page

•  YES - We want people to do something: Sign up for the event, download the white paper, subscribe to the publication

Help reader do something

• Who am I talking to? (Have a conversation)

• What do they want to achieve?• What brings those people to my site

or app? What are their top tasks? Top questions?

h"p://www.useit.com/eyetracking/  

Show, don’t tell

Hilary  –  what  is  the  example  here?  

•  Useful•  Relevant•  Timely

•  Org-focused•  Narrow interest•  Not actionable

CREATING  EFFECTIVE  CONTENT  

Core  Model  

Get  more  info  on  this  h"ps://gathercontent.com/resources/webinar-­‐the-­‐core-­‐model  

 h"p://alistapart.com/ar8cle/the-­‐core-­‐model-­‐designing-­‐inside-­‐out-­‐for-­‐be"er-­‐results    

•  Designing  your  website  from  the  inside  out,  with  focus  on  the  core  tasks  users  need  to  accomplish    

•  Ensures  that  we’re  thinking  about  user  needs  all  the  way  through  the  website  design  process  

Core  Model  

Source:  Netlife  Research  

Core Model1.  Iden8fy  your  cores  

Business  objec-ves  and  user  tasks  2.  Plan  inward  paths  

How  will  people  get  to  this  page?  3.  Determine  core  content  

What  content  is  needed  to  achieve  the  goals  and  meet  the  needs?  

4.  Set  forward  paths  Where  will  the  visitor  go  next?  

5.  Priori8ze  You  can’t  do  everything,  decide  what  is  most  important  

Core Model Exercise

Completed  Model  

Roles, Workflow, Lifecycle, Governance

Roles on a digital team• Content strategist•  Project manager•  Visual designer• User experience architect•  Social media manager• Director

111  h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two  http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two

Where most orgs start

112  

What often seems most logical

113  

What some orgs are trying

114  

Where most orgs land

115  

Offering  online  content  

Plagorm  (project  mgmt/priori8za8on,  reliability)  

Presenta8on  (self,  light,  

medium,  deluxe)  

Editorial  Ques8ons/  feedback  

Promo8on  

Workflow

http://www.cnn.com/EVENTS/1996/anniversary/how.things.work/index2.html

Content Marketing and

Promotions

“Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior.”

     Content Marketing Institute

17,000  Registrants  

Convert  eligible  members  

Con8nue  to  engage  interest  un8l  eligible    

RETAIN  

RETAIN  

Courtesy  of  Melissa  Zinder,  NBOA  

www.bobangus.com    

h"p://www.kaushik.net/avinash/smart-­‐analy8cs-­‐dashboard-­‐modules-­‐insighgul-­‐dimensions-­‐best-­‐metrics/  h"p://www.kaushik.net/avinash/digital-­‐dashboards-­‐strategic-­‐tac8cal-­‐best-­‐prac8ces-­‐8ps-­‐examples/    

127  h"p://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two  

Handoff and Next Steps

#winning

Strategic nagging

Patient but persistent repetition of a message

Have a plan

Don’t wait for permission

Thank you!Carrie Hane Dennisoncarriehd@gmail.com @carriehd

Dina Lewis, CAEdina@distilledlogic.net @dinalew

Hilary Marshhilary@contentcompany.biz @hilarymarsh

Resources•  http://www.customerfocuscalculator.com•  http://blog.siteimprove.com/web-governance-blog/the-

hierarchy-of-content-needs-a-new-model-for-creating-and-assessing-content

•  Letting Go of the Words, Ginny Redish•  Don’t Make Me Think, Steve Krug•  Web Analytics: An Hour A Day, Avinash Kaushik

Workbook•  http://www.contentcompany.biz/workbook