Mapping Your Content Strategy
Carrie Hane Dennison (@carriehd) Dina Lewis, CAE (@dinalew) Hilary Marsh (@hilarymarsh)
What is content strategy?
• 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
Another perspec7ve
hDp://echa.europa.eu/addressing-‐chemicals-‐of-‐concern/substances-‐of-‐potenIal-‐concern/svhc-‐roadmap-‐to-‐2020-‐implementaIon
Content strategy is a journey
hDps://www.flickr.com/photos/emmm_weee/15048086753
hDps://www.flickr.com/photos/emmm_weee/15048086753 hDps://www.flickr.com/photos/emmm_weee/15048086753
• hDps://www.flickr.com/photos/studiocurve/13080208/
• hDps://www.flickr.com/photos/moohcowh/2596366618
hDps://www.flickr.com/photos/bunny/1985272127
10-‐step content strategy roadmap
1. Discovery 2. Content audit and assessment 3. ComparaIve content analysis 4. Empathy-‐based audience personas and
customer journey framework 5. Develop guidelines for content creaIon and
publishing
10-‐step content strategy roadmap
6. IdenIfy roles, lifecycles, workflow, and governance models
7. Taxonomy 8. Plan for content transformaIon and
migraIon 9. Plan for content markeIng/promoIons 10. Handoff, plan next steps
Where you’re going Goals & measures of success
1 4 2 5 3
How you’ll get there Which channels will help you achieve success?
1 4 2 5 3
How long and how much Deadline, budget, resources
(staff, skills, priori@es)
1 4 2 5 3
Who’s going with you Who is your audience? What do they want?
1 4 2 5 3
What you’ll take What content do you have? What needs to be created?
1 4 2 53
Discovery
hDp://www.amnh.org/exhibiIons/permanent-‐exhibiIons/discovery-‐room
Discovery Tasks: • Gather and review exisIng content and goals documentaIon – guidelines, policies, metrics, recommendaIons, member surveys, etc. • Review exisIng business processes, challenges, and goals – Stakeholder interviews – Member survey
Discovery Deliverable: • Document describing content goals and current state
Content Audit and Assessment
Content audit and assessment Tasks: • Assess content for quality, usability, task/goal suitability, structure
• Compare exisIng content against goals to idenIfy gaps
• Document observaIons, findings/recommendaIons
• Discuss with content owners, review feedback and revisions
Content audit and assessment Deliverables: • Content matrix • Content findings and recommendaIons report • Content owner discussions • Feedback and revisions
Compara7ve Content Analysis
Compara7ve content analysis
Tasks: • IdenIfy appropriate comparison and compeIIve sites and organizaIons to audit
• Develop appropriate metrics to use • Conduct the analysis Deliverable: • ComparaIve audit findings report
Empathy-‐Based Personas
24
hDp://www.slideshare.net/est3ban/empathybased-‐personas-‐gaining-‐a-‐deeper-‐understanding-‐of-‐your-‐audience-‐presen
25
Anthony Susan
Allen
Maggie
Empathy-‐based audience personas and customer journey framework
Tasks: • IdenIfy highest-‐priority audience segments • Brainstorm key contextual informaIon about their challenges, fears, and hopes
• ArIculate the strategic opportuniIes for the organizaIon to serve them
• Validate personas and customer journeys through focus groups
Empathy-‐based audience personas and customer journey framework
Deliverables: • Detailed descripIons of up to four personas • Detailed experience frameworks • Focus group reports
hDp://www.useit.com/eyetracking/
Content crea7on and publishing guidelines
Develop guidelines for content crea7on and publishing
Tasks: • IdenIfy appropriate editorial style guidelines • Facilitate a message architecture workshop • IdenIfy appropriate voice and tone, adapt for each content source and channel
• Adapt publishing best pracIces to client’s content and channels
Deliverable: • Content guidelines
31
Governance
33 hDp://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
Iden7fy roles, lifecycles, workflow, and governance models
Tasks: • Define roles and governance structure • Define content access-‐level strategy • Define content success metrics and ongoing decision process
Deliverable: • Document outlining all of the above
Taxonomy • What Is It?
– A set of terms (controlled vocabulary) and content aDributes (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 relaIonships among content items – Helps make content items findable through navigaIon and search
Tasks: • Agree upon controlled vocabulary • Validate with users • Determine who will tag content Deliverables: • Content taxonomy, roles
Taxonomy
Controlled Vocabulary
Library of Congress (loc.gov)
Content Transforma7on and Migra7on
Plan for content transforma7on and migra7on
Tasks: • Assess content for quality, usability, and how its used
• Assess content for migraIon • Create content models/types Deliverables: • Content models • Content transformaIon/migraIon schedule
• Structure—how content items will assemble – e.g., news, author, locaIon, price
• Type—how is it being used? – e.g., press release for press room, author database for journal arIcles
• ADributes—published & metadata – e.g., Itle, abstract, taxonomy tag
hDp://alistapart.com/arIcle/content-‐modelling-‐a-‐master-‐skill
Content Models
Transforma7on
Transforma7on
Content Marke7ng and Promo7ons
Plan for content marke7ng/promo7ons
Tasks: • Create an editorial calendar based on topics, content volume, and promoIon channels
• Create a communicaIon plan for metrics Deliverables: • Editorial calendar • Metrics communicaIon plan
hDp://www.kaushik.net/avinash/smart-‐analyIcs-‐dashboard-‐modules-‐insighkul-‐dimensions-‐best-‐metrics/ hDp://www.kaushik.net/avinash/digital-‐dashboards-‐strategic-‐tacIcal-‐best-‐pracIces-‐Ips-‐examples/
Source: www.bobangus.com
49 hDp://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
Handoff and Next Steps
#winning
Making it work
Have a plan Do some strategic nagging
Pa@ent but persistent repe@@on of a message
Handoff, plan next steps
Tasks: • Educate/remind client about each of the previous steps and deliverables
• Create a plan for ongoing educaIon and follow-‐up
Handoff, plan next steps
Deliverables: • Content strategy “playbook” document including all previous deliverables
• CommunicaIon plan for content strategy educaIon, socializaIon, operaIonalizaIon
Thank you!
Carrie Hane Dennison [email protected] @carriehd
Dina Lewis, CAE [email protected] @dinalew
Hilary Marsh [email protected] @hilarymarsh
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