PowerPoint Presentation

Untangling the WebCreating a Website Content Strategy That Works

Amanda MauckDigital Marketing Manager

Objectives for Todays Case StudyDefine content strategy and illustrate its importanceFrom strategy to reality, learn why teamwork is keyContent is more than words and why every word counts

Whose job is it anyway?Exclusively work with online contentManager of a online content personContribute content; periodically update webNo web responsibilities whatsoever

Le Bonheur Childrens Hospital

Le Bonheur Childrens HospitalMemphis, Tennessee255 hospital bedsOnly free-standing, comprehensive childrens hospital in 250-mile radius2,500 employees900-member medical staffPart of six-hospital system (only childrens hospital in system)Opened new building in December 2010

American College of Surgeons Level 1 Trauma CenterRanked by U.S. News & World Report as one of the nations Best Childrens HospitalsNeuroscience, Heart, Pulmonology, Nephrology, Urology

Our Department StructureDirectorMarketing ManagerCoordinatorStrategistPublicationsManagerSr. Specialist2 SpecialistsMedia RelationsManagerCoordinatorSpecialistDigitalManager (me!)Manage LBCH brand and communicationsReports to hospital CEO and SVP of Marketing at Methodist Corporate

Lets Put It Online!This article was so goodLets put it online!That publication is so information richLets put it online!Did you see that video? Lets put it online!We worked so hard on that Annual ReportLets put it online!

Before Content StrategyLebonheur.org by the numbers: 1,600 pages of information$60,000 per year in third-party health contentToo broad audienceMany websites that didnt connect to each other

We had the content

Mention hiring Help Brain Traffic.

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What is Content Strategy?Content strategy:Defines how youre going to use content to meet your business goals and satisfy your users needsGuides decisions about content through its life cycle from discovery to deletion. Sets benchmarks against which to measure the success of your content.

The Year of the Web2011: Engaged Brain TrafficJanuary 2012: Recommendations deliveredFebruary 2012: Developed implementation planMarch December 2012: Phase 1 implementedSeptember 2013: Strategy check-upNow: On-going maintenance

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First Step: Stop, Look and ListenListen to your usersDive into your analyticsReview your business objectivesDiscover what makes your brand uniqueLearn from the best in class in your industry

We Found:

Focus on what our users were looking for.Information that you cant find anywhere else. WHAT YOU DO.

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What are we doing here?Defining audience and purposeUnderstand what the user needsBalance with business goals

What are we doing here?Hospital Selection FactorsProximity Physician recommendationInsurance coverageReputation of quality (best doctors, world-renowned, newest treatments)Compassion (responsive, respectful, good communication, family-friendly facilities)Previous experience with hospital

This means for lebonheur.orgOur Primary Audience:

Parents of children with a serious medical issue, including:Families choosing a care providerFamilies visiting a Le Bonheur locationFamilies seeking to optimize their Le Bonheur experience.

Matching Audience to their Needs

This means for lebonheur.orgOur Primary Purpose:

Demonstrate why Le Bonheur is the best choice for children and their families, and provide information to support the entire experience of care.

Now the hard work beginsDefine the strategy:Structural changesContent guidelinesWorkflow and governance

Write it out, and agree upon it.

Get help.Adds credibility, easier to 19

Define the Strategy Structure Information architecture is key.

Balancing primary and secondary audiences

Does your structure meet audience and business needs?

Include guidelines and wireframes

Defining the Strategy - StructureBefore:

After:

After

BeforeDefining the Strategy - Structure

Defining the Strategy - Structure

Define the strategy Content GuidelinesDevelop Writing Guidelines based on:Be conciseWrite for primary audienceStructure content for easy readingUse a reassuring, supportive toneUse the most appropriate format

Use examples to demonstrate

Define the strategy Content Guidelines

Define the strategy Content GuidelinesTo be published, all content must be Strategic Helpful Proportionate Differentiated High-quality Cared for

Define the strategy Content GuidelinesShow, dont tell.StatisticsProof statementsPull QuotesThink beyond words Photos and Video

What does that photo Say?

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Roles and ResponsibilitiesAssign RolesDefine Clear ResponsibilitiesWorkflow Process

Process ChangesEditorial board, meetingsDefine the strategy Workflow, Governance

From Strategy to RealityCreate a plan and stick to itPrioritize, Prioritize, PrioritizeTeamwork is KeyRelax - Its going to take a while

Creating a team everyone has to be involved. Create Owners.Training on CMS and Office HoursThink outside of the Web team.Create Editorial Process We had three eyes to maintain consistancyHas helped our team think in new ways they dont forget about WebIe. Changing how we put content online.

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Work like a teamThink beyond the Web teamEditorial Board, Content Owners, Subject-Matter ExpertsFind an Executive Champion

Lessons LearnedKeeping the momentumBuddy systemBalancing internal politicsSaying no and deletePatienceSet expectations

Meetings long and hard

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Questions?Amanda MauckDigital Marketing Manageramanda.mauck@lebonheur.org

facebook.com/lebonheurchildrenstwitter.com/lebonheurchildyoutube.com/lebonheurchildrenslebonheur.org