The document discusses the challenges of website migrations and provides recommendations for a successful content migration strategy. It recommends (1) understanding that a content management system (CMS) is a tool, not a strategy on its own, (2) conducting an audit to understand existing content and user behavior, and (3) making the whole team accountable for content success through training, roles, and reporting. The key is to keep the strategy simple, start the migration, evaluate outcomes, and iterate based on learnings.

1. There Is No “Easy Button”
A Content Migration Strategy Story
Dan Haggerty, Manager of Digital Analytics, PBS
@danhaggerty
Brent Slane, Webmaster, Ozarks Public Television
@brentslane
Melanie Phung, Director of New Media, PBS
@melaniephung

2. Task: Prepare OPTV for Site Migration

3. Task: Prepare OPTV for Site Migration

4. Why a Content Strategy Project?

5. The New Website Should Be…
More Than a Slicker Theme
More Than a New Backend System
… a Better Site

6. The New Website Should Be…
More Than a Slicker Theme
More Than a New Backend System
… a Better Site

7. The New Website Should Be…
More Than a Slicker Theme
More Than a New Backend System
… a Better Site

8. Website migrations can be

9. Website migrations can be
Overwhelming

10. Website migrations can be
Political

11. Website migrations can be
Costly

12. Website migrations can be
Anxiety inducing

13. Website migrations can be
A Big Opportunity!

14. Our Objective:
To design and
to help stations fully unlock the
potential of their Bento site migration

16. What We Delivered
• Content Inventory and Audit
• Digital Measurement Model
• Google Analytics Dashboard
• Content Opportunity Research
• User Behavior Insights
• New Sitemap
• Content Workflow and Governance

17. Bento Implementation Trainings

18. What We Learned
• A CMS is not magic
• You have to understand your content
• The team must be accountable
• Keep it simple, get started, evaluate, iterate

19. I. Your CMS Is Not Magic

20. No matter how awesome the
technology…

21. … A CMS is not a content strategy.

22. Strategy is defined by
Ends, Ways, and Means

23. In Other Words:
Goals = Tactics + Resources

24. Successful Strategy Requires
Action, measurement and refinement

26. With that framework in place, the next step is to …

27. II. Understand Your Content

28. No matter how awesome the
technology…

29. … A CMS is not a website either!

30. A CMS is a publishing tool

31. But what should you publish?

32. Do you know
What’s working now?

33. Do you know
What’s not working now?

34. Do you even know
What’s on your website?

35. Making plans to
migrate a 20-page site

36. Realizing you have to
migrate a 200-page site
 :(

37. A Content Audit Can be Eye-Opening!
Use tools like Screaming Frog
to inventory the pages on your site

38. Can your audience find your
priority content?

39. Crazy Egg shows you
heatmaps
of user click behavior
What are people clicking on?
What are people not clicking on?

40. What Can Your Content Do?
• Super-serve your core audience
• Reach new audiences
• Expose visitors to your unique resources
• Build community around specific interests

41. OPTV Found Opportunity
to Focus on Local Content
Google’s AdWords Keyword Tool shows you
what search engine users are looking for!

42. We Reorganized Content to
Better Serve Users and Station Goals
For Kids Events
Home
Programs Local Focus Explore the
TV schedule Watch Video Support OPTV About OPTV
A to Z /OPTV Originals Ozarks
OzarksWatch
The War Ozarks Music Donate
Video Magazine
Benefits of
National Parks Jeff City Journal Ozarks History
Membership
Sense of
Community Ozarks Sports Thank You Gifts
Racing in the
Ozarks Nature TeleAuction
Ozarks
Route 66

43. While always referring
back to the strategy!

44. How do you know what’s working?

45. You learn what’s working
by measuring

46. by measuring the right things

47. by measuring specific things

48. by measuring actionable things

49. by measuring against targets

50. KPI Dashboard

51. Result: Social Media Referrals : )

52. Result: Non-Social Referral Traffic : )

53. Understanding your content, its
purpose, and its audience
allows you to:
Promote content effectively
Serve your audience better
Keep focused on your goals
Do more of what works

54. Understanding your content, its
purpose, and its audience
allows you to:
Promote content effectively
Serve your audience better
Keep focused on your goals
Do more of what works

55. Understanding your content, its
purpose, and its audience
allows you to:
Promote content effectively
Serve your audience better
Keep focused on your goals
Do more of what works

56. Understanding your content, its
purpose, and its audience
allows you to:
Promote content effectively
Serve your audience better
Keep focused on your goals
Do more of what works

57. III. Keep the Team Accountable

58. Responsibility for the site and its success
can’t belong to only one person.

59. Better Site Management

60. Training

61. Workflow, Roles, Governance

62. Standardized Reports

63. Buy-in on the Big Picture

64. IV. Keep it simple, get started,
evaluate, iterate

65. Get started

66. Do more of what’s working

67. Iterate based upon outcomes

68. 4 “Easy” Steps for Success
• Realize your CMS is not magic
• Work to understand your content
• Make the whole team accountable
• Keep it simple, get started, evaluate, iterate

69. Thank You!
Dan Haggerty, Manager of Digital Analytics, PBS
@danhaggerty
Brent Slane, Webmaster, Ozarks Public Television
@brentslane
Melanie Phung, Director of New Media, PBS
@melaniephung