content strategy
TRANSCRIPT
contentSTRATEGY
Rebecca Blakiston11.3.15
hello!
ux librarianfacilitatorproject manageruser researchercontent fanatic
Developing a Content Strategy for an Academic Library Website,Journal of Electronic Resources Librarianship, 25(3), 175-191, 2013.
contentis
MESSY
Content strategy plans for thecreation, publication, and
governance of useful, usablecontent.
Kristina Halvorson
auditstrategize
createsustain
content
AUDIT & ANALYZEfigure out what currently exists and where,who's doing what, and where you want to go
Drupal webpages
LibGuides
tutorials
web exhibits
define scope
blog posts
catalogsocial media
databases
create aspreadsheetinclude columns forqualitative analysis,like relevancy,accuracy, SEO, andusage data
identify andanalyze every
piece ofcontent
outline thestructure of
your websiteuse URLs to identify tiers of structure andyour current information architecture
notice parents, children, and siblings ofcontent - what makes sense, what doesn't
share whatyou find
clean up weirdstuff that you
find
identify whodoes what,
and when andhow they do it
define yourusers' goals
defineorganizational
goals
find where they intersect
users'goals
organizationalgoals
STRATEGIZE & IMPLEMENTcreate roles, responsibilities, workflows, andmethods for accountability
document roles & responsibilities
requestor
provider
manager
reviewer
publisher
strategist
editor
createsustainableworkflows
creating a pageupdating a pagedeleting a page
create editorial standards
just one period afterpunctuationno italicsno underlinesno ALL CAPSdon't spell out URLsuse standard termsand capitalization
establish a voice and tone
Reassuring, but not paternalistic.Inspiring, but not cheerlead-y. Fun, but not cheeky.Academic, but not highbrow.
from theUniversity of Arizona Libraries
CREATE & SUSTAINsupport the entire lifecycle of content andadapt your strategy over time
communicate& iterate
keep administrators inthe loopmeet regularly withcontent managersbuild trust and be flexible
provide resources & trainingexpectations & accountabilitystandards & style guidesworkflows & processeswriting for the webweb analyticstools for managing the work
expand the scope
focusing first onareas with biggestimpact
use technologyenforce editorialstandards
create structuredcontent that keepsthings up to date
relate content using acontent model
