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C a r r i e H a n e D e n n i s o n
D i n a L e w i s , C A E
H i l a r y M a r s h
M a g g i e S w e a r i n g e n
Building Your
Own Content
Strategy
Roadmap
December 17, 2014
#tech14LD3
@techconf #tech14!
Content Strategy Roadmap
1.  Discovery
2.  Content audit and assessment
3.  Comparative content analysis *
4.  Empathy-based audience personas *
5.  Content creation and publishing guidelines
6.  Roles, lifecycles, workflow, governance
7.  Taxonomy
8.  Content transformation and migration
9.  Content marketing and promotions
10.  Handoff, next steps
* Sometimes considered optional
Hilary Marsh
Introduction
to Content
Strategy
Building Your Own Content Strategy Roadmap
@techconf #tech14!
•  290-page PDF
•  Updated every
year
@techconf #tech14!
@techconf #tech14!
Where is the member handbook?
@techconf #tech14!
•  Findability
•  Voice
•  Ownership
•  Policies
•  Practices
Content Strategy
Challenges
@techconf #tech14!
•  Language/jargon
•  Prioritized promotion
•  Content hoarding
•  Bad editorial processes
•  New content missing
•  Different content on different
channels
Challenges
@techconf #tech14!
Business Consequences
©	
  Don	
  Graham,	
  1998,	
  Flickr	
  
@techconf #tech14!
Department	
  
Message	
  
Audience	
  
Department	
  
Message	
  
Audience	
  
Department	
  
Message	
  
Audience	
  
Department	
  
Message	
  
Audience	
  
Old Thinking
@techconf #tech14!
•  Communication
•  Collaboration
•  Awareness of the audience
•  Common brand
12	
  
The Web Drives
Organizational Change
@techconf #tech14!
	
  
Organiza@on:	
  Programs,	
  offerings	
  
Audience	
  
Messages	
  
Audience	
   Audience	
   Audience	
  
New Thinking
@techconf #tech14!
Definition
@techconf #tech14!
•  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
Definition
@techconf #tech14!
Policies and guidelines
+
Audience understanding
+
Business knowledge
=
@techconf #tech14! 17	
  
Content Strategy Vision
@techconf #tech14!
What is “content”?
•  Policies
•  Session descriptions
•  Product details
•  Course catalog listings
•  Executive biographies
•  Press releases
•  Newsletters
•  Articles
@techconf #tech14!
Web pages
Blog posts
Infographics
Images
PDFs
Video
Audio
Many formats
@techconf #tech14!
Editorial
Strategy
Marketing
Governance
Technology
What do content
strategists do?
Carrie Hane Dennison
Discovery
@techconf #tech14!
How	
  do	
  I	
  do	
  
content	
  
strategy?	
  
@techconf #tech14!
Where	
  do	
  I	
  
start?	
  
@techconf #tech14!
@techconf #tech14!
hKps://www.flickr.com/photos/emmm_weee/15048086753	
  
hKps://www.flickr.com/photos/emmm_weee/15048086753	
  
hKps://www.flickr.com/photos/emmm_weee/15048086753	
  
@techconf #tech14!
•  	
   hKps://www.flickr.com/photos/studiocurve/13080208/	
  
•  hKps://www.flickr.com/photos/moohcowh/2596366618	
  
@techconf #tech14!
hKps://www.flickr.com/photos/bunny/1985272127	
  
@techconf #tech14!
Where you’re going
Goals & measures of success
Content Strategy Roadmap
1! 4	
  2	
   5	
  3	
  
@techconf #tech14!
How you’ll get there
Which channels will help you achieve
success?
1	
   4	
  2	
   5	
  3	
  
Content Strategy Roadmap
@techconf #tech14!
How long and how much
Deadline, budget, resources
(staff, skills, priorities)
1	
   4	
  2	
   5	
  3!
Content Strategy Roadmap
@techconf #tech14!
Who’s going with you
Who is your audience? !
What do they want?!
1	
   4	
  2	
   5	
  3	
  
Content Strategy Roadmap
@techconf #tech14!
What you’ll take
What content do you have?
What needs to be created?
1	
   4	
  2	
   5!3	
  
Content Strategy Roadmap
@techconf #tech14!
•  hKps://www.flickr.com/photos/cognizant-­‐worldwide/15808428981	
  
•  hKps://www.flickr.com/photos/pennstatelive/5415994846	
  
@techconf #tech14!
Strategy Statement
hKps://
www.flickr.com/
photos/xoques/
3758640007	
  
@techconf #tech14!
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.
@techconf #tech14!
We will develop and maintain content that helps people
practice and enjoy the arts.
@techconf #tech14!
Exercise #1:
Create a strategy
statement
@techconf #tech14!
< 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 _ _ _ _ _ _ _ _ _ _ _ _ _ .
Create a strategy
statement
adjec@ve	
   adjec@ve	
  
accomplish	
  goal	
  
accomplish	
  goal	
   audience	
  
adjec@ve	
   adjec@ve	
  adjec@ve	
  
take	
  desired	
  ac@on	
  
VillageReach	
  offers	
  educa/onal	
  but	
  warm,	
  human	
  content	
  that	
  helps	
  them	
  increase	
  
dona/ons	
  and	
  raise	
  awareness	
  by	
  making	
  ins/tu/onal	
  donors	
  feel	
  commi7ed,	
  
capable,	
  and	
  needed,	
  and	
  convincing	
  them	
  to	
  give	
  annually	
  and	
  show	
  public	
  
support.	
  
take	
  desired	
  ac@on	
  
@techconf #tech14!
hKps://www.flickr.com/photos/xoques/3758640007	
  
Content
Audits and
Assessments
Carrie Hane Dennison
@techconf #tech14!
Step 1: Content
inventory
@techconf #tech14!
@techconf #tech14!
@techconf #tech14!
@techconf #tech14!
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
Things to track
@techconf #tech14!
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
Also track
@techconf #tech14!
crazy	
  person	
  
	
  
@techconf #tech14!
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
Outcomes
Comparative
Content
Analysis
Carrie Hane Dennison
@techconf #tech14!
A s s o c i a t i o n s
C o m p a n i e s
S o c i a l n e t w o r k s
Identify your
competitors
@techconf #tech14!
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
Compare
@techconf #tech14!
C o m p a r a t i v e a u d i t f i n d i n g s
r e p o r t
!  F o r m a l r e p o r t !
!  P r e s e n t a t i o n !
!  S p r e a d s h e e t !
!  S W O T a n a l y s i s !
Outcomes
Hilary Marsh
Empathy-
Based
Audience
Personas
@techconf #tech14!hKp://www.tagheuer.com/int-­‐en/company/ceo-­‐speech	
  
Shared focus
on the audience
@techconf #tech14!hKp://www.tagheuer.com/int-­‐en/company/ceo-­‐speech	
  
Shared understanding
of the audience
@techconf #tech14! 56	
  
hKp://www.slideshare.net/est3ban/empathybased-­‐personas-­‐gaining-­‐a-­‐deeper-­‐understanding-­‐of-­‐your-­‐audience-­‐presen	
  
@techconf #tech14! 57	
  
Anthony Susan Allen Maggie
@techconf #tech14!
Content
Creation and
Publishing
Guidelines
Hilary Marsh
@techconf #tech14!
•  Sounds like the organization
•  Has a goal
•  Uses the active voice
•  Helps the reader do a task
•  Is specific
•  Is focused on the reader, NOT on your
organization
Effective content
@techconf #tech14!
•  Uses subheads and bullets
•  Is not in PDF format
•  Uses fewer words but includes the terms
readers are looking for
Scannable content
@techconf #tech14!
hKp://www.useit.com/eyetracking/	
  
@techconf #tech14!
@techconf #tech14!
•  What do I hope to achieve from this
content?
•  Who am I talking to?
•  What brings those people to my site
or app? What are their top tasks? Top
questions? Conversations they want to
start?
Make sure your goals are specific,
measurable, and focused on what you
want site visitors to do.
Content is
Conversation
@techconf #tech14!
NO - We want to tell people how great
our services are.
YES - We want people to choose our
services.
True goal
@techconf #tech14!
Hierarchy of content
needs
@techconf #tech14!
Content Is…
•  Event
•  Product
•  Class
•  Program
•  Research
@techconf #tech14!
Content Strategy Is…
•  Event Strategy
•  Product Strategy
•  Class Strategy
•  Program Strategy
•  Research Strategy
@techconf #tech14!
Content
Is
Political
@techconf #tech14!
Content Is…
•  Event
•  Product
•  Class
•  Program
•  Research
@techconf #tech14!
Content Is…
•  My Event
•  My Product
•  My Class
•  My Program
•  My Research
@techconf #tech14! 72	
  
@techconf #tech14!
“Every pixel has an owner.”
– Paul Ford, former web editor at
Harper’s magazine
Confab 2013
@techconf #tech14!
“It is difficult to get a man
to understand something,
when his salary depends upon
his not understanding it.”
– Upton Sinclair
75	
  
hKp://www.amazon.com/Have-­‐Always-­‐Done-­‐That-­‐Way/dp/184728857X/	
  
@techconf #tech14!
•  Articulate your brand identity and
personality
•  Create a common understanding of who
your organization is
•  Informs decisions about what content to
publish, what formats, what channels
Message architecture
@techconf #tech14!
Exercise #2:
Create a message
architecture
@techconf #tech14!
As a group, review the deck of cards.
Thinking about your group’s “adopted”
association….
1.  Sort the attributes into two piles:
- Who we are today or want to be in the future
- Who we are not!
2.  Set aside the “who we are not” pile
3.  If you find synonyms among the terms in
pile 1, select the one you prefer and set
aside the other one.
4.  Prioritize: choose the top 5 terms.
Roles,
Workflow,
Lifecycle,
Governance
Hilary Marsh
@techconf #tech14!
•  Content strategist
•  Project manager
•  Visual designer
•  User experience architect
•  Social media manager
•  Director
Roles on a digital
team
@techconf #tech14! 81	
  hKp://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two	
  
http://www.ssireview.org/blog/entry/four_models_for_organizing_digital_work_part_two
@techconf #tech14!
Where most orgs start
82	
  
@techconf #tech14!
What often seems
most logical
83	
  
@techconf #tech14!
What some orgs are trying
84	
  
@techconf #tech14!
Where most orgs land
85	
  
Maggie Swearingen
Taxonomy
@techconf #tech14!
•  Why is taxonomy important
•  How a recent site that was built completely using taxonomy ...
•  Intranet vs. public site taxonomy
•  How to extract your taxonomy
•  Starter intranet taxonomy
•  Using the content audit -- put the emphasis on the content owners
•  Buying a taxonomy
•  Use the open Calasis tool -- demo tool
•  Lessons learned about taxonomy
•  Synonyms
•  It IS system dependent
Taxonomy (in 20 minutes!)
@techconf #tech14!
@techconf #tech14!
Sample intranet taxonomy:
http://1drv.ms/1wxvmPQ
Intranet vs. Public
Taxonomy
@techconf #tech14!
The Benefits of Tagging
•  Improves search results
–  Tags can be used to increase relevance of items in
search results
–  Tags can be used to ‘facet’ search results
•  Can drive personalization and aggregation
@techconf #tech14!
Content Planning
•  How would someone want to search it?
•  How would I want to categorize it?
•  Who is it for?
•  Should it be categorized by year or date?
•  What makes my content special?
–  Videos
–  Webinars
–  Press Releases
–  White Papers
–  Products
@techconf #tech14!
Build Your Taxonomy
•  Intranet Standard Taxonomy
•  Search
•  Existing Content
•  Industry Terminology
@techconf #tech14!
•  Use the content audit spreadsheets and
have content owners tag their content
•  Take all the tags
•  De-dupe, clean, standardize
•  Categorize
‘Outsourcing’
Taxonomy Planning
@techconf #tech14!
•  WAND
•  Concept Searching
•  AIIM Taxonomy Training and Certification
programs
Buying a Taxonomy
Tool (or Even a
Whole Taxonomy!)
@techconf #tech14!
•  Open Calais Demo
Other Software to
Ease Your Pain
@techconf #tech14!
•  There is a taxonomy maturity model
•  Taxonomy is platform dependent –
SiteCore vs. SharePoint vs. Wordpress vs.
Drupal – oh my!
•  Synonyms are important
•  It’s extremely hard work
Lessons Learned
Dina Lewis, CAE
Content
Transformation
and Migration
@techconf #tech14!
Content Inventory
@techconf #tech14!
Content Audit & Assessment
Audit	
  spreadsheet:	
  hKp://goo.gl/G1DNx6	
  
@techconf #tech14!
Transforming Your Content
Image:	
  wikipedia	
  
@techconf #tech14!
Transforming Your
Content
“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
@techconf #tech14!
Transforming Your
Content
•  Structure—how content items will assemble
–  e.g., news, author, location, price
•  Type—how is it being used?
–  e.g., press release for press room, author database
for journal articles
•  Attributes—published & metadata
–  e.g., title, abstract, taxonomy tag
http://alistapart.com/article/content-modelling-a-master-skill
@techconf #tech14!
Transforming Your
Content
@techconf #tech14!
Transforming Your
Content
@techconf #tech14!
@techconf #tech14!
Exercise #3: Transform
Your Content
•  Structure—e.g., news, author, location, price
•  Type—e.g., press release for press room, author
database for journal articles
•  Attributes—e.g., title, abstract, taxonomy tag
Content
Marketing
and
Promotions
D i n a L e w i s
@techconf #tech14!
Courtesy	
  of	
  Melissa	
  Zinder,	
  NBOA	
  
Content Marketing
@techconf #tech14!
Content Marketing
www.bobangus.com 	
  	
  
@techconf #tech14!
hKp://www.kaushik.net/avinash/smart-­‐analy@cs-­‐dashboard-­‐modules-­‐insigh`ul-­‐dimensions-­‐best-­‐metrics/	
  
hKp://www.kaushik.net/avinash/digital-­‐dashboards-­‐strategic-­‐tac@cal-­‐best-­‐prac@ces-­‐@ps-­‐examples/	
  
	
  
Content Marketing
Handoff and
Plan Next
Steps
C a r r i e H a n e D e n n i s o n
@techconf #tech14!
#winning
@techconf #tech14!
Patient but persistent repetition of a
message
Strategic nagging
@techconf #tech14!
Have a plan
@techconf #tech14!
Don’t wait for a
content strategy to
do content strategy
@techconf #tech14!
Hilary Marsh
P r e s i d e n t & C h i e f
S t r a t e g i s t , C o n t e n t
C o m p a n y, I n c .
h i l a r y @ h i l a r y m a r s h . c o m
@ h i l a r y m a r s h
Maggie Swearingen
S e n i o r M a n a g e r &
E x p e r i e n c e A r c h i t e c t
P r o t i v i t i
m a g g i e . s w e a r i n g e n @
p r o t i v i t i . c o m
@ m s w e a r i n g e n
Contact Us
Carrie Hane
Dennison
D i r e c t o r, We b O p e r a t i o n s
& S t r a t e g y
A m e r i c a n S o c i e t y o f C i v i l
E n g i n e e r s
C D e n n i s o n @ a s c e . o r g
@ c a r r i e h d
Dina Lewis, CAE
P r e s i d e n t
D i s t i l l e d L o g i c , L L C
d i n a @ d i s t i l l e d l o g i c . n e t
@ d i n a l e w

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