1. 1. Get Your Online Content Under Control:Content StrategyFor The Public Sector Gov 2.0 Expo | May 25, 2010 8.21.2009 |
2. 2.
   • Meghan Casey
   • Content Strategist, Brain Traffic
   • Now who might you be?
   • INTRODUCTIONS
3. 4.
   • WHAT IS CONTENT?
4. 5.
   • WHAT IS CONTENT?
5. 6.
   • WHAT IS CONTENT?
   I say funny stuff.
6. 7.
   • WHAT IS CONTENT?
   Youre a nice lady. And I love you.But, you need to be quiet now. Informative Instructional Entertaining Source: My dad
7. 8. ONLINE CONTENT IS:Text
8. 9. ONLINE CONTENT IS:Text
9. 10. ONLINE CONTENT IS:Text
10. 11. ONLINE CONTENT IS:Text
11. 12. ONLINE CONTENT IS:Text
12. 13. ONLINE CONTENT IS:Text
13. 14. ONLINE CONTENT IS:Text
14. 15. ONLINE CONTENT IS:Text
15. 16. ONLINE CONTENT IS:Text
16. 17. ONLINE CONTENT IS:Video and animation Text
17. 18. ONLINE CONTENT IS:Video and animation TextImages
18. 19. ONLINE CONTENT IS:Video and animation Audio TextImages
19. 20.
    • A plan for obtaining a specific goal
    • or result.
    • WHAT IS ASTRATEGY ?
20. 21.
    • Provides clarity
    • Leads to informed recommendations
    • Facilitates smart decision making
    • Documents the action plan
    • Guides implementation
    • WHAT DOES A STRATEGYDO ?
21. 22.
    • The practice for the creation ,delivery , andgovernanceofcontent people care about .
    • WHAT ISCONTENTSTRATEGY?
22. 23.
    • Four key components:
    • Substance
    • Structure
    • Workflow
    • Governance
    • WHAT ISCONTENTSTRATEGY?
    Content People
23. 24.
    • Ensures content is:
    • Useful
    • Usable
    • Purposeful
    • Profitable
    • WHAT DOESCONTENT STRATEGYDO ?
    User benefits Business benefits
24. 25.
    • NOT JUST
    • • What
25. 26.
    • BUT
    • • What
    • • Why
    • • How
    • • For whom
    • • By whom
    • • With what
    • • When
    • • Where
    • • How often
    • • What next
26. 27.
    • Q:Why Content Strategy?
    • A: They Come For The Content.
27. 28.
    • The single most important thing most websites can offer to their users is content that those users will find valuable.
    • The Elements of User Experience
    • Jesse James Garrett
28. 29. the heart of government websites is accomplishing the mission. WebContent.gov
29. 34. Um, has anyone thought about the content?
30. 35. IMPACT OF 11 th -HOUR CONTENT
    • Rework
    • Delayed timelines
    • Budget drains
    • Bad content
    • Bad usability
    • Frustrated stakeholders
    • Stressed employees
    • Unhappy users
    • Unsuccessful project
31. 43.
    • THESE TIPS GO TO ELEVEN
32. 44.
    • Control Your Content: Tip #1
    • Write your rally cry.
    We need content strategy because
33. 45.
    • We need content strategy because rewriting content that could be reused is costing us money.
    • - Matthew Rocki, Bottomline Technologies
    We need content strategy because we have a ton of useful information, but the people who need it cant find it. - Anne Condon, OptumHealth Financial Services
34. 46.
    • Control Your Content: Tip #2
    • Find out what you have.
    • Conduct a website audit:
    • Page IDs
    • Page titles
    • URLs
    • Related content
    • Update history
    • Ownership
    • Relevant notes
35. 47.
    • What is it about?
    • Where does it live?
    • When do you use it?
    • Who is it for?
    • Why did you create it?
    • How does it all fit together?
    • COMMUNICATIONS ECOSYSTEM
36. 48. 10.06.2009 |DONT FORGET THE PEOPLE
37. 49.
    • Control Your Content: Tip #3
    • Start a conversation.
    Ask: If you could change one thing about the website, what would it be? What are your challenges or pain points related to our website? How could the website help our organization and users better? Whats the most frequent comment you hear about our website?
38. 50.
    • Control Your Content: Tip #5
    • Define your core purpose.
    Our website exists to
39. 51.
    • But, First Ask
40. 52.
    • WHAT DO YOU WANT TO ACHIEVE?
    • Business Goals
    • Website Objectives
    • Success Factors
41. 53.
    • Anytown USA, Animal Care & Control
    Business Goal Increase operational efficiency of pet licensing unit.
    • Related Website Objectives
    • Provide easy-to-find and easy-to-understand information about pet licenses.
    • Make it easy to apply for licenses online.
    • Associated Success Factors
    • Reduction in customer service calls and emails about pet licensing
    • Increase in online pet license applications
42. 54.
    • Brand guidelines
    • Existing content
    • Stakeholders
    • Technology
    • Resources
    • Requirements
    • WHAT IMPACTS YOUR CONTENT?
    • Site analytics
    • Users
    • Competitors
    • Trends
    • External influencers
43. 55.
    • Control Your Content: Tip #5
    • Become a profiler.
    Determine: Who are your target users? What do they know about you? How do they find you? What do you know about them? What do they come to the site to do? What content will interest them most? What happens if they dont find or do what they came for?
44. 56. YOU
45. 57. YOU USERS BRAINS
46. 58.
    • NOW Whats Your Core Purpose?
    The Anytown USAs Animal Care and Control Department website exists to make the community safe for residents and pets.
47. 59.
    • Control Your Content: Tip #6
    • Make a wish list.
    Then rank it: Supports businessgoal? Helps achieve websiteobjective? Fills a user need? Have resources tosupport it? 1 = No 2 = Sorta 3 = Yes
48. 60. Create dog selector tool Improve online licensingprocess Launch live chat for customer service Create interactive dog friendly establishment map User Need Business Goal Site Objective Resources 1 2 1 1 5 3 3 3 2 11 1 3 2 1 7 1 2 1 1 5
49. 62.
    • Control Your Content: Tip #7
    • Set your content compass.
    What story should your website tell? 1 second 10 seconds 2 minutes
50. 66.
    • Control Your Content: Tip #8
    • Diagnose and Fix.
    • Analyze for:
    • Business objective
    • Target audience
    • Message clarity
    • Content quality
    • Timeliness
    • Functional performance
    • Metrics
51. 68.
    • Frequently visited pages
    • Ineffective calls to action
    • Pages with high bounce rates
    • Drop off rates
    • Closely tied to success factors
52. 69.
    • Control Your Content: Tip #9
    • Get your gavel.
    • Establish governance by:
    • Create tools
    • • Core purpose and charter
    • • Guidelines
    • • Workflow
    • • Roles and responsibilities
    • Communicate with stakeholders
    • • Get alignment
    • • Check in regularly
    1 second 2 minutes
53. 71. Im out of date. No one likes me. Im new here. Sorry, I was wrong.
54. 72.
    • Control Your Content: Tip #10
    • Plan for changes.
    JJJJ 1 second 10 seconds 2 minutes
55. 73. Reactive Proactive
56. 74.
    • Control Your Content: Tip #11
    • Put it on the calendar.
    An editorial calendar helps you: Integrate with other online and offline communications/campaigns Keep your content fresh and relevant Avoid embarrassing out-of-date content Demonstrate how much youre doing Say no to errant content requests 2 minutes
57. 76.
    • Questions?
58. 77.
    • e [email_address]
    • wwww.braintraffic.com
    • t @meghscase
    • THANKS.