digital content strategy workshop series >>> · how important is your website . to the...
TRANSCRIPT
DIGITAL CONTENT STRATEGY WORKSHOP SERIESCarrie Hawthorne ConsultingFair Trade Federation Conference
>>>
PART 1 UNDERSTANDING & GATHERING
C A R R I E H A W T H O R N E C O N S U L T I N G Digital marketing + communications consulting A few clients: Peace Coffee, Emerson Collective, DFS Lab, Forterra,The Brewing Lair, KEXP
E D U C A T I O NMaster of Communication in Digital Media, University of Washington, 2018. UX Design Certification, Nielsen Norman Group, 2016.
P A S T E X P E R I E N C EForterra, Global Mamas, Partners for Just Trade, Green America, Fair Trade Federation, Peace Corps Guatemala
ABOUT ME >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
H O W I M P O R T A N T I S Y O U R W E B S I T E T O T H E S U C C E S S O F Y O U R B U S I N E S S ?
ABOUT YOU >>>
A few times a year
A few times a month
A few times a week
A few times a day
Extremely important
Very important
Moderately important
Low importance
H O W O F T E N D O Y O U U P D A T E Y O U R W E B S I T E ?
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
USER EXPERIENCE (UX)DESIGN
Source: factionmedia.com/digital-desire-paths-and-user-experience-how-to-create-websites-that-work-the-way-people-want-them-to/
CONTENT STRATEGY
Source: Brain Traffic @ S E A H A W T H O R N E # F T F W E S T M I N S T E R
Sources: medium.muz.li/ux-design-will-never-be-a-solo-job-6a1a5c53b903, www.businessnewsdaily.com/4629-business-ideas-women.html
T H E I R T E A M S Y O U R T E A M
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
CONTENT STRATEGY FRAMEWORK >>>1. Analyze
+ Research
2. Plan
3. Create4. Measure
5. Manage
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
ANALYZE + RESEARCH >>>1. Analyze
+ Research
2. Plan
3. Create4. Measure
5. Manage
• Competitive analysis
• Content audit
• Web analytics
• Stakeholder interviews
• Customer data
• Social media insights
• Customer service insights
A N A L Y S I S T O O L S
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
GOOD DESIGNERS COPY. GREAT DESIGNERS STEAL .
― Pablo Picasso
COMPETITIVE ANALYSIS? >>>
• Identify best practices and trends across the industry
• Idea generation
• Comparing your performance to your competitors – understand what they’re
doing and offering, and your competitive advantage
• Allows you to think like your users
W H Y D O A C O M P E T I T I V E A N A L Y S I S ?
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
COMPETITIVE ANALYSIS >>>
• Overview of what the company does and the goals of their website or platform
you’re reviewing
• Up to 5 different companies
• What they do well and what can you use from it
• Screenshots
• Recommendations or takeaways do you have for improving your own platforms
W H A T T O I N C L U D E
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
COMPETITIVE ANALYSIS? >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• Company name
• Screenshots
• Elements found on page
• Comments
W E B S I T E E X A M P L E
COMPETITIVE ANALYSIS >>>E L E M E N T S O F A N A N L Y S I S
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• Value propositions
• How they speak to their audiences
• Labeling and taxonomies – how are they using language?
• Content placement, key messaging and messaging hierarchy
• How do they use images and video?
• What are the calls to action?
COMPETITIVE ANALYSIS? >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
P R O D U C T P A G E E X A M P L E
COMPETITIVE ANALYSIS? >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
E M A I L M A R K E T I N G E X A M P L E
COMPETITIVE ANALYSIS >>>T O O L S
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• Rival IQ – social media focused
• How to Craft the Best Damn E-commerce Page on the Web, Moz
• How to Do Website Competitive Analysis to Beat Your Competitors Online,
Intechnic
• Competitive Analysis: Understanding the Market Context, Boxes and Arrows
F U R T H E R L E A R N I N G
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
• Competitive analysis
• Content audit
• Web analytics
• Stakeholder interviews
• Customer data
• Social media insights
• Customer service insights
A N A L Y S I S T O O L S
ANALYZE + RESEARCH >>>
CONTENT AUDIT >>>W H Y P E R F O R M A C O N T E N T A U D I T ?
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• Start tracking exactly what content you have and where it livest
• Defines scope for a content project
• Ranks and evaluates the content
• Begin thinking about the gaps – what information is missing and what isn’t covered
CONTENT AUDIT >>>W H A T A R E Y O U E V A L U A T I N G ?
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• Is your content useful, relevant and up-to-date?
• Which of your target audiences does it address?
• Does your content fulfill your business goals?
• Is it descriptive, clear and accurate?
• Are voice, tone, look and feel strong and consistent?
• Do links work?
CONTENT AUDIT >>>H O W T O R U N A C O N T E N T A U D I T
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
1. Set goals for audit
Think about what you want to learn, what you need to prove, and how long you have
to do the audit.
CONTENT AUDIT >>>H O W T O R U N A C O N T E N T A U D I T
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
2. Set audit framework
Export a list of URLs from a site-scraping tool like Screaming Frog and use this as a base
for your inventory. Remove irrelevant columns and consider adding in the following
items into the spreadsheet. This list can be expanded upon to best fit your needs.
From Screaming Frog• URL• Page Title
Qualitative Data to add• Page Type/Category (article, product page,
producer page)• Target audience• Quality of content• Value toward business goals
CONTENT AUDIT >>>S A M P L E S C R E A M I N G F R O G R E P O R T + A U D I T T E M P L A T E
@ S E A H A W T H O R N E # F T F W E S T M I N S T E RLink to template: carriehawthorne.com/resources
WEB ANALYTICS >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• Traffic and pageviews
• Engagement
• Landing pages and entrances
• Return visits
• Bounce rate
• Page value
• Conversion Rate
M E T R I C S
WEB ANALYTICS >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E RLink to template: carriehawthorne.com/resources
CONTENT AUDIT >>>H O W T O R U N A C O N T E N T A U D I T
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
3. Evaluate results
Tabulate results and look for patterns.
Answer questions like: how much content
do we have? Do we have more in some
categories than others? How much content
is out of date or inaccurate?
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
• Web + social analytics
• Surveys
• Card sorting
• Usability tests
• Guerrilla testing
R E S E A R C H T O O L S
ANALYZE + RESEARCH >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
USER RESEARCHThe process of understanding the
impact of content and design on an audience
>>>USER RESEARCH
• Build empathy and map user pain
points
• Start defining your audience
• Challenge assumptions – less
opinions, more facts
U S E R R E S E A R C H + U X D E S I G N
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
• Web + social analytics
• Surveys
• Card sorting
• Usability tests
• Stakeholder interviews
R E S E A R C H T O O L S
ANALYZE + RESEARCH >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
WEB + SOCIAL ANALYTICS >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• Age
• Gender
• Geography: city, state or country
• Device: mobile, laptop or tablet
• Browser type
U S E R D A T A I N G O O G L E A N A L Y T I C S
WEB + SOCIAL ANALYTICS >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
C A N I N F L U E N C E
• Social channel strategy
• Advertising platforms and parameters
• Voice and tone
WEB + SOCIAL ANALYTICS >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
• Web + social analytics
• Surveys
• Card sorting
• Usability tests
• Stakeholder interviews
R E S E A R C H T O O L S
ANALYZE + RESEARCH >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• To learn more about your users and
their preferences
• When you need quick feedback
W H E N T O U S E S U R V E Y S
SURVEYS >>>
• Google forms – free
• Survey monkey
S U R V E Y T O O L S
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• 10 Tips for Building Effective Surveys,
Qualtrics
• 10 tips to improve your online surveys,
Survey Monkey
F U R T H E R L E A R N I N G
SURVEYS >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
Responses from this survey about
influence coffee factors now guides
decision making about content –
messaging hierarchy, prioritization, etc –
on all marketing channels.
E X A M P L E
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
• Web + social analytics
• Surveys
• Field studies
• Usability tests
• Guerrilla testing
• User groups
• Personas
• Journey Maps
R E S E A R C H T O O L S
ANALYZE + RESEARCH >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
USER RESEARCH >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• When to use: Meet your study participants in their natural environment
• Examples: Observe wholesale customers place orders at their place of work or
customer behaviors in your store – what do they focus on, pick up, get frustrated with?
F I E L D S T U D I E S
• When to use: Learn where people struggle on your website
• Examples: Ask users to complete as task on your website (ex. find our hours of
operation, find an item on sale to purchase)
U S A B I L I T Y T E S T S
USER RESEARCH >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• When to use: Anytime you need quick feedback
• Example: Get scrappy! Use friends, family or students as test subjects but try to use
people that represent your target audience
G U E R R I L L A T E S T I N G
U S E R R E S E A R C H T I P S
• Always have a goal before getting started and don’t forget to compile and evaluate results
• Take advantage of free trials for platforms!
• Survey questions about future behavior don't yield reliable results (example what would
you do if...)
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
• Web + social analytics
• Surveys
• Field studies
• Usability tests
• Guerrilla testing
• User groups
• Personas
• Journey Maps
R E S E A R C H T O O L S
ANALYZE + RESEARCH >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
USER GROUPS >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• Take the data you’ve collected and define up to 5 different user groups
• They’ll be based on your target audiences and you should start adding attributes
according to the research you’ve collected
• Examples of user groups:
• Wholesale customer: Small Shop, Pop-Up, Seasonal
• Online retail: Current Customer, Prospective Customer, Subscriber
• Shop/cafe goer: by location
• Volunteer
D E F I N E
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
For each user group, begin a
list of everything you know
about them. This can be pulled
from any of your research like
analytics or surveys.
S A M P L E U S E R G R O U P A T T R I B U T E S
USER GROUPS >>>D E F I N E
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
• Web + social analytics
• Surveys
• Field studies
• Usability tests
• Guerrilla testing
• User groups
• Personas
• Journey Maps
R E S E A R C H T O O L S
ANALYZE + RESEARCH >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
PERSONAS >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• A reliable and realistic representation of your key audience segments for reference
based on user research.
• Helps people focus on a real world scenario when making decisions. Use when
making content prioritization or feature decisions.
• Personas, Usability.gov
W H A T A R E T H E Y ?
W H Y U S E I T ?
F U R T H E R L E A R N I N G
PERSONAS >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
E X A M P L E S
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
• Web + social analytics
• Surveys
• Field studies
• Usability tests
• Guerrilla testing
• User groups
• Personas
• Journey Maps
R E S E A R C H T O O L S
ANALYZE + RESEARCH >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
JOURNEY MAPS >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• Documenting the user’s entire experience from beginning to end. Can represent
either current state or desired state.
• Helps define and align on the context of the user at every touchpoint and across all
channels. Focuses stakeholders on user’s emotions through the lifecycle.
• When and how to create journey maps, Nielsen Norman Group
W H A T I S I T ?
W H Y U S E I T ?
F U R T H E R L E A R N I N G
JOURNEY MAPS >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E RTemplate source: nngroup.com/articles/customer-journey-mapping
E X A M P L E
• Look for opportunities to
improve the customer
experience.
• Enables you to look at your
business through a new lens
JOURNEY MAPS >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E RTemplate source: nngroup.com/articles/customer-journey-mapping
S I M P L I F I E D
1. Write a persona
2. Map the process
3. Think, feel, do for each process
4. Define the opportunity!
QUESTIONS?
NEED HELP?I know a pretty cool consultant who loves to support kickass companies like yours.
>>>Carrie [email protected]