example of content strategy and audit work
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A Content Audit and Strategy
Created by Patrick DohertyMasters of Communication in Digital Media
University of Washington, Seattle18th March, 2013
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Influence, invent and educate to improve global health
One of a handful of research organizations around the world that are pioneering the systems biology of infectious disease research.
Every day, the scientists strive to end the threat of infectious disease by influencing how we think about those diseases, inventing new solutions, and educating the next generation of scientists and our community.
Areas of focus are Malaria, Tuberculosis, Viral Diseases (HIV/AIDS and Influenza) and African sleeping sickness and other related diseases
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Areas of Focus
MalariaTargeting early
stage malaria, severe malaria in children and pregnancy malaria
TuberculosisEliminating the
biological barriers to TB drug and vaccine discoveryEmerging and
Neglected Diseases
Identifying new targets for drugs and diagnostic tools for African sleeping sickness and other related diseases
Viral DiseasesDeveloping innovative
new approaches to creating HIV/AIDS vaccines
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Site Audit AnalysisQualitative factors Usability Is the content
short or long? Is there too much text? Are images and graphics used?
Knowledge level Ease of understanding.
Findability Can you find the content? Is it organized logically?
Actionability How clear is the call to action?
Strategic Factors Business Value Is content
aligned with business goals
Message & Brand Does the content reflect key messages?
Scope Reviewed entire site-
circa 150 pages/ 600 pieces
Staff interviews
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High level qualitative findings
Useability
Knowledge Level
Findability
Actionability
0 20 40 60 80 100
120
140
160
180
200
Poor
Below Av-erage
Satisfactory
Good
Excellent
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Qualitative Analysis Findings
UsabilityContent tends to be very text heavy with
little use of imagery or graphics to improve the reading experience
A number of sections break down into redundant or too many sub pages
Inconsistent use of real estate on the page – particularly in the right column
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Qualitative Analysis Findings
Findability Content could be better organized
around key focuses or messages
Site architecture feels likes its for the internal audience
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Qualitative Analysis Findings
Actionability Nothing to tell large donors
what to do
Calls to action are not clear
Donation area needs some polish
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Qualitative Analysis Findings
Message & BrandSite is very clinical in nature
Needs an injection of inspiration and humanity
Systems biology message need to be bought to the forefront
Build in concepts of influencing, investing and educating
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Qualitative Analysis Findings
Business Value
A lot of great informative content in there
But not enough talking directly to the large donor
Need to assess how much the site needs to address the scientific community
Knowledge level
Language is scientific but generally easy to follow
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Next steps for core content strategy
Review findings of audit with client
Agreeing vision and goals for the web site
Articulating the brand voice and key messages more precisely
Creating priorities around different areas of the site
Assessing resourcing
Thinking about social media and community advocacy to help build awareness
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ChallengesClient is resourced challenged - need
to ensure content strategy is feasible
Prioritizing work and creating a workable implementation plan
Identifying work flows that will keep site fresh and relevant
Measures of success – large donors will not donate via the site
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High level audit findings
Useability
Knowledge Level
Findability
Actionability
0 20 40 60 80 100
120
140
160
180
200
Poor
Below Av-erage
Satisfactory
Good
Excellent
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Vision & Goals
Vision Bring to life the organization’s work in a way that creates interest, advocacy and a desire to help.
GoalsInterest and Advocacy:
Increase the chatter - media mentions, social media.
Desire to help: Keep current donors and supporters engaged and make it easy for small donors to contribute.
Attract: Be a source of information for students and potential employees.
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Target markets
Advocates and media
Global health issues Latest discoveries and
research Scientific opinion Issues based content
Spread the word
Donors and supporters
Wins and progress Global health issues Supporter events and
activities
Ongoing financial support
Volunteer Spread the
wordStudents and employees
Wins and progress Credentials and reputation Curriculum and training
programs Workplace
Seek to work or train with company
Target Interested in Action
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MessagingPrimary Messaging
A world leader in development of lifesaving research, vaccines, drugs and diagnostics that will benefit those who need our help most: the 14 million who will die each year from infectious diseases
Secondary MessagesDifference - integration of
systems biology, immunology and infectious disease research.
Their independent position means they need independent support.
Seek to influence, invent and educate.
Focus areas - Malaria, Tuberculosis, Viral Diseases (HIV/AIDS and Influenza) and African sleeping sickness and other related diseases.
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Topics
Work
Achievements
About, facts & figures
People
Research
Disease AreaMalaria
Tuberculosis
HIV/AIDS
Influenza
Chagas’ Disease
Toxoplasmosis
Leishmaniasis
Work
Achievements
About, facts & figures
People
Research
ScienceSystems Biology
Diagnostics
Drug Discovery
Immunology
Global Health Biotechnology
CenterBioinformatics
Center for Mosquito Production and
Malaria Infection Research
DNA Sequencing
Flow Cytometry
Imaging
Protein Production
Work
Achievements
About, facts & figures
People
Research
Curriculum
Achievements
About, facts & figures
People
Research
Education & TrainingGraduate & Postdoctoral
Undergraduates
High School
International Training
Visiting Scientists
AboutAbout Us
Leadership & Board
For the Media
Careers
Governance
Contact Us
Get InvolvedDonate
Fund
Fundraising Events
Every PageDonate
Get Involved
Share, Follow, Like
BlogNews
Research
Events
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Home page wireframeMalaria
Scroll statistic or achievement
HIV/AIDS Scroll statistic or
achievement
Emerging & Neglected Diseases
Scroll through diseases statistic or
achievement
Tuberculosis Scroll statistic or
achievement
Science & Innovation Scroll
through science and technology
statistic or achievement
Get Involved Scroll donate and
volunteer opportunities
Work with Us Scroll through
work opportunities
Learn with Us Scroll through
educational and training
opportunities
Blog RollNews, updates, curated articles
with commentary
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Focus page wireframeFacts and
figures about the disease
Tuberculosis – the work we do
Achievements
Donate
Work with Us
Volunteer
Learn with Us
News and research
Our people
Share/Like
Share/Like
Share/Like
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Editorial strategyFeatured update facts, achievements, featured staff
One focus area per week Conversational, more emotive and expressive, low technicality3rd party curated
news items and research
Monitored daily and published immediately – cover focus areas at least 2/3 times/ month
Conversational, more emotive and expressive, low technicalityWork/Curriculum Review each section
2/yearMore formal, medium level technicality
Content Frequency Voice
People Update as required, review annually
More formal, medium level technicalityResearch Published as received Highly formal, highly technical
Other static content
Update as required, review annually
Conversational, more emotive and expressive, low technicality
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Workflow principlesInternally produced content: Develop publishing and editorial calendar. Set a date for author delivery and a date for publication allowing appropriate time for editing
3rd party curated news items and research: Use automated aggregation services to source contentNewsletter: Use automated services to create
Editorial Control: Communications Specialist
Fact checking and quality: Author, SME, Communications Specialist
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Content ChecklistMandatoriesAccurate or verified
from approved credible source
Voice is appropriate for content type
Is the content timely and still relevant
Is the content tagged and optimized for SEO?
Must be at least one of theseReflects primary
messageReflects secondary
messaging Increases interest
and advocacyDrives desire to helpAttracts students and
employeesShareableActionable
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Distribution strategy
The website Newsletters Presentations Events
Mainstream news Global Health media Medical Publications Research Journals
Facebook & Twitter Global Health
bloggers and influencers
Education and training bloggers and influencers
Owned Earned media Social media
Blog
Website
Publish
Newsletter
Curate
RSS
eMailing List
Distribute
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DashboardInterest and advocacy
Website Number of visits (monthly)
Inbound links
Social Engagement
Facebook Likes
Twitter Followers
Traditional Media
Media mentions
Interview Requests
Published Research
Advocates Blogger relationships
Blogger mentions
Shares
Desire to help
Newsletter Number of subscribers
Online Donations
Number of online donors
Average online donation
Volunteers Number of online volunteering enquiries
Attract
Students Number of online student enquiries
Employees Number of online employee enquiries
Partners Number of online partner enquiries
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ImplementationPhase 1 Phase 2
Website 1. Revamp home page to include all key focus areas
2. Revamp topline navigation3. Create a “level two” page for each
of the focus areas4. Build blog roll5. Remove content as recommended
1. Review all content in line with quality control checklist and realign all content with new navigation
2. Collapse and reduce overall number of pages
3. Revamp topline navigation
Distribution
1. Create simple email newsletter2. Identify and connect to influencers
1. Create mobile and tablet friendly website 2. Investigate a mobile/tablet publication
Content Creation
1. Create editorial and publishing calendar
2. Develop and implement quality control checklist
3. Investigate appropriate content aggregators and newsletter automation
1. Investigate ways to create more visually appealing content in place of text
2. Seek to build a contributor force – either from the SME’s or persons in the field
Metrics 1. Create dashboard and confirm measures
2. Implement Google Analytics