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=

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

“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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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

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

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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 [email protected] @carriehd

Dina Lewis, [email protected] @dinalew

Hilary [email protected] @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