Content strategy roadmap - ASAE Tech2015
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Your organization produces a lot of content, but does it have purpose? Does it help meet strategic goals and encourage member engagement? In this in-depth workshop, learn how to create a content strategy that works. Through small group exercises and real world examples, you will learn to break down content strategy into its parts, build from the information you may already have, and incorporate tactics and processes to make your digital communications successful. Attendees will get access to a workbook of ideas and learn tactics to use in your organization. Content strategy workshop at the 2015 ASAE Tech Conference, given with Dina Lewis, CAE, president, Distilled Logic LLC and Carrie Hane Dennison, content and digital strategist
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Content strategy roadmap - ASAE Tech2015
- 3. h"p://echa.europa.eu/addressing-‐chemicals-‐of-‐concern/substances-‐of-‐poten8al-‐concern/svhc-‐roadmap-‐to-‐2020-‐implementa8on Content Strategy Roadmap Phase 1: Inputs 1. Discovery 2. Content audit and assessment 3. Comparative content analysis 4. Empathy-based audience personas Phase 2: Outputs 1. Taxonomy 2. Content modeling 3. Content creation and publishing guidelines 4. Roles, lifecycles, workflow, governance 5. Content marketing and promotions 6. Handoff, next steps
- 5. Get the right content to the right person for the right action
- 6. 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/
- 7. Goals • Drive member value • Increase satisfaction • Increase usage of our programs, products, services, resources, and tools
- 9. • 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
- 10. Policies and guidelines + Audience understanding + Business knowledge =
- 11. 11
- 13. Content strategy is… Event strategy Product strategy Class strategy Program strategy Research strategy
- 14. Content is… My Event My Product My Class My Program My Research
- 15. 15
- 16. “Every pixel has an owner.” – Paul Ford, former web editor at Harper’s magazine
- 17. “It is difficult to get a man to understand something, when his salary depends upon his not understanding it.” – Upton Sinclair, 1935
- 20. Organization: Programs, offerings Audience Messages Audience Audience Audience New thinking
- 21. 21
- 22. 22 Content strategy is CHANGE MANAGEMENT
- 24. Learn about the organization and its audiences • Use what exists • Fill in what’s missing
- 25. About the organization • Values • Mission • Business goals • Products & programs • Future plans
- 29. About member needs and preferences • Member needs assessments • Non-renewal surveys • Conference exit surveys
- 34. • Interviews • Behavior surveys • Usability testing • Field visits Supplement
- 36. 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.
- 37. We will develop and maintain content that helps people practice and enjoy the arts.
- 38. 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.
- 39. 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
- 41. 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
- 42. Exercise #1: Create a strategy statement
- 43. 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
- 47. • www.xenu.com • www.content-‐insight.com • www.powermapper.com
- 49. Things to track N a m e o f c o n t e n t p i e c e U R L C o n t e n t t y p e P e r s o n r e s p o n s i b l e N o t e s
- 50. Also track A v e r a g e m o n t h l y v i s i t s L a s t r e v i e w d a t e C M S c o n t e n t t y p e Tr a n s l a t i o n s
- 51. Step 2: Audit R 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 s P a t t e r n s
- 52. 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!
- 54. 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
- 55. 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
- 56. Outcome Comparative audit findings report Formal report Presentation Scorecard spreadsheet SWOT analysis
- 60. h"p://www.tagheuer.com/int-‐en/company/ceo-‐speech • Shared focus on the audience • Shared understanding of the audience
- 64. Taxonomy
- 65. • 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
- 70. ≈ Library of Congress—www.loc.gov
- 72. ≈ www.fia.org
- 73. Outcomes • Agree on controlled vocabulary • Validate with users • Determine who will tag content • Plan to review/add/remove terms periodically
- 74. Taxonomy Exercise What’s in the bag?
- 77. Content Model Content model created for a conference
- 78. Structured Content Information or content that has been broken down and classified using metadata
- 79. The unstructured CMS thinks in pages, 8tles, and body fields.
- 80. The structured CMS thinks in nodes, content types, and rela8onships.
- 81. “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 Morville Information Architecture for the World Wide Web
- 82. Content Model Type—what is it? – Event – Session – Blog post – Sponsor
- 83. Content Model Structure—elements of the type – Title – Date – Time – Speaker – Photo
- 84. Content Model Properties — metadata – Speaker name – Author photo – Taxonomy tags
- 85. Content Model Relationships – sessions are part of events – events have sponsors
- 86. Content Type Field names and proper8es for a Session content type.
- 87. Data in a structured content en8ty is displayed in different ways
- 89. Content Creation
- 90. Possibly remove
- 91. Effective content • Is focused on the reader • Has a goal • Helps the reader do a task • Is relevant, timely, useful
- 92. Reader-Focused Content Before 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
- 93. Effective content • Uses subheads and bullets • Is not in PDF format • Uses fewer words but includes the terms readers are looking for
- 94. 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
- 95. 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
- 96. 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?
- 99. Show, don’t tell Hilary – what is the example here?
- 100. • Useful • Relevant • Timely
- 101. • Org-focused • Narrow interest • Not actionable
- 103. 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
- 104. Core Model Source: Netlife Research
- 105. Core Model 1. 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
- 106. Core Model Exercise
- 107. Completed Model
- 110. Roles on a digital team • Content strategist • Project manager • Visual designer • User experience architect • Social media manager • Director
- 112. Where most orgs start 112
- 113. What often seems most logical 113
- 114. What some orgs are trying 114
- 115. Where most orgs land 115
- 116. Offering online content Plagorm (project mgmt/ priori8za8on, reliability) Presenta8on (self, light, medium, deluxe) Editorial Ques8ons/ feedback Promo8on
- 117. Workflow
- 122. “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
- 123. 17,000 Registrants Convert eligible members Con8nue to engage interest un8l eligible RETAIN RETAIN
- 124. Courtesy of Melissa Zinder, NBOA
- 125. www.bobangus.com
- 128. #winning
- 129. Strategic nagging Patient but persistent repetition of a message
- 130. Have a plan
- 131. Don’t wait for permission
- 132. Thank you! Carrie Hane Dennison carriehd@gmail.com @carriehd Dina Lewis, CAE dina@distilledlogic.net @dinalew Hilary Marsh hilary@contentcompany.biz @hilarymarsh
- 133. 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