Content Realism - mStoner Webinar
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This webinar addresses the basics of content strategy for .edu websites. I attempt to answer this question: What's your strategy for content strategy? The webinar offers practical advice for content strategy related to marketing and communications in higher education. View the webinar recording here: http://www.mstoner.com/blog/content-and-writing/content-strategy-webinar-recording-ready-viewing/
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Content Realism - mStoner Webinar
- 1. Content Realism a practical strategy for content strategy mStoner page 1
- 2. Hello! Susan T. Evans, Senior Strategist mStoner
- 4. You might as well know right now... ‣ ...it’s not easy ‣ ...it’s not simple ‣ ...it’s not technology ...it is possible (go team!)
- 5. I. What is content strategy? II. What are some practical options? III. What resources are out there?
- 7. “...a repeatable system that defines the entire editorial content development process for a website development project.” “...plans for the creation, publication, and governance of useful, usable content.” — Kristina Halvorson Content Strategy for the Web
- 8. What is the point I’m trying to make?
- 9. What’s an organization if it is not organized?
- 10. I’ve got some baggage that gets in the way...
- 11. The higher ed context: • huge sites with thousands of web pages • lots of audiences (and all primary) • teeny, tiny web teams • admin assistants moonlight as copywriters
- 12. What problem are we trying to solve? Our content sucks. page 12
- 13. Oh, come on... It’s not that bad.
- 14. ____.edu/about _____ is dedicated to teaching that meets the highest standards of excellence; to conducting research that breaks new ground; and to turning knowledge into solutions for local, national, and global communities. The heart of our mission is preparing students to become productive members of society and good citizens of the world.
- 15. Lafayette College When the 19-year-old Marquis de Lafayette asked the King of France to finance his journey to assist in America’s fight for freedom, the king refused. Lafayette secretly purchased his own ship, adding the words Cur Non? (“Why Not?”) to his family crest to serve as his motto. The Latin phrase Cur Non guides Lafayette College today in challenging students to move beyond the comfort of their familiar environment and experiences. http://www.lafayette.edu/about/history/ cur-non/
- 16. George School At George School, we believe the world can be better and society can be different. We think that the rat race isn't the only means and majority rule (with minority suffering) isn't the only method. It means that when you come here, you'll ponder life, truth, and knowledge itself. You'll read Wuthering Heights and reflect how a mid-nineteenth-century novel can make a contemporary statement. You'll compete in sports like lacrosse or softball. You'll write your own Canterbury tale. You'll use pantomime to learn ceramics, MovieMaker to learn physics, and The New York Times to learn economics. (You may also blast music, build bonfires, and even learn to juggle.) http://www.georgeschool.org/About %20GS.aspx
- 17. What steps lead to Better Content? “What’s your strategy for content strategy?”
- 18. Recognizing you have a problem is the first step.
- 19. You start with audience. Who are they? Why are they important to you?
- 20. Next up, message. What do you want the audience to know?
- 21. What text, photos, and video best convey the messages you want to deliver to the audiences you want to reach, in the media they prefer? If that content already exists, where does it live? Who owns it? What shape is it in? If it doesn’t exist, what can you live without, and what do you need to create?
- 22. Feeding the beast. - Inform - Understand - Connect - Act
- 23. Content covers: Facts and figures People and places Inform Alumni offerings Academic programs News and events
- 24. Content delivers: Sense of personality Understand Points of distinction Overview of impact Appropriate context
- 25. Content triggers: “Wow, what a place!” “I can see myself there...” Connect “I feel all warm and fuzzy...” “I’d like to be part of that...” “Where do I sign-up?”
- 26. Real-world actions: Inquire, visit, apply, enroll Reconnect, attend events Mentor a student Act Hire an alum Give Heck, endow a scholarship
- 27. What are the nitty-gritty Tactics?
- 28. Define your real-world goals: 1 Increase in admission applications Better-qualified applications More engaged alumni Influx of cash-money Stronger public perception
- 29. Describe your audiences: 2 Who are you trying to reach? What are you trying to say? Why should they care? What should they do? How will you know if they do?
- 30. Get specific.
- 31. 3 Straddle the line between: What do my audiences come to the website looking for? What do they want to find and learn and do? and... What do I want them to know that they might not know to look for? What story do I want to tell them?
- 32. Content Strategy + Creative Brief - Goals - Audiences and tasks - Core messages - How you talk about yourself - Adjectives - Proof points - Creative criteria - Web analytics to measure
- 33. Map it out.
- 34. Information Architecture Trinity at a Glance Admission Requirements How to Apply Regular Admission About Trinity Admission Admissions Tuition & Fees Early Decision Academics Financial Aid Dates & Deadlines Topic Navigation Urban + Global FAQs Transfer Students Student Life Athletics Visit Trinity International Students News + Events Request Information Homeschooled Students Trinity College Contact Us Graduate Students Current Students Parents Audience Faculty + Staff Individual Majors, Minors Individual Majors, Minors Gateways Majors & Minors & Program Pages & Program Pages Alumni International Programs Schedule of Classes Local Community Academic Special Curricular Internships Programs Apply Raether Library Adult Learning Programs Visit Academics First Year Program Login Task Navigation A-Z Graduate Studies Contact Academic Resources Search Academic Calendar
- 35. Card Sorting
- 36. 4 Audit your existing content: Is it clear? Is it web-ready? Is it usable? Is it on message? Is it actionable?
- 37. Keep score.
- 38. Content Audit Page Web- On Page Title URL Clear (notes) (notes) Usable (notes) Number Ready Message Academics http://URL Headlines/links on page are clear, but there’s not much linking in text. 1 5 4 5 3 Academics > Schools http://URL It’s certainly not cluttered. Links are clear, but there’s It’s certainly usable if you no copy, and nothing in the already know what you’re way of explanation or looking for. Not so much for 1.1 4 1 expansion, particularly for 3 people who don’t. 1 people who don’t know anything about the schools within the university. Academics > http://URL N/A, really. It’s essentially a way to get from point A to point B, so Departments yes. Could use some brief explanatory text, though. 1.2 5 5 4 1
- 39. Comprehensive Content Audit ‣ page title ‣ URL ‣ owner ‣ content type (HTML, form, PDF) ‣ purpose ‣ character count ‣ last updated ‣ alt tags on images? ‣ broken links? ...and more
- 40. Developing content Once and again.
- 41. 5 Watch what happens: Measure: collect analytics on how the content is used in support of web goals. Analyze: report on and evaluate the collected data against goals. Respond: make ongoing changes to the website based on the analytics.
- 42. Watch what happens in Advancement: Web Metrics Internal Metrics: ‣ Unique visitors ‣ Number of online donations ‣ Pages viewed ‣ Number of online donors ‣ Average time on site ‣ Number of first time gifts ‣ Pages per visit ‣ Dollars given online ‣ Bounce rate ‣ Event registrations ‣ Clicks to online giving ‣ Participation rates in social ‣ Clicks to updates, class sites notes ‣ Clicks to social sites ‣ Clicks to event registrations
- 43. 6 Share plans and talk with other communicators: Editorial meetings: planning new features and coordinating efforts. Editorial calendar: planning specific messaging and themes for web, print, social, video...
- 44. 7 Use your CONTENT management system: A central CMS can make publishing easy and put the focus on content not design. Sharing content across web pages is possible too. Required fields for page title and meta data help with SEO.
- 45. 7 A few final nuggets. Speaking of... Photography Less is more Accountability Curation of content Responsive web design
- 46. Resources • EDUniverse • mStoner Blog • Content Strategy for the Web (Halvorson) • The Elements of Content Strategy (Kissane) • Meet Content Blog
- 47. Thanks! Questions? Susan T. Evans Senior Strategist 757.903.1120 susan.evans@mstoner.com @susantevans mStoner
Notas del editor
- DOUG: Company Intro\n\nSusan\nSome of you may know that this is week 2 for me at mStoner. Although I’m a newbie at mStoner, I’ve been an expert on the inside for years. I spent the last 22 years of my career at the College of William & Mary in Virginia. Just before coming to mStoner, I was the director of creative services and my team managed the university web presence including social media and the campus portal. Before that, I was the director of web services working for the CIO. \n\nI also led the W&M web redesign project four years ago. I first met the mStoner team about four years ago and it was in a setting just like this one.\n
- Doug\n
- Doug\n
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- SUSAN\nDuring a campus visit like this one, we bring a set of slides but they are really just a launch point for conversation. Primarily, we’d like to use our time this morning to hear about your challenges and to respond to your questions. So let’s keep things informal and conversational because ultimately we want you to get to know us, hear a bit about other projects we’ve done, and give you the chance to see what it might be like to work with us on a web redesign for Whittier.\n\nSo to get the conversation going, we’d like to talk with you about four things. We want to demonstrate to you that the people at mStoner are experts in strategy, design, concept and technology. And because we are exclusively focused on educational institutions, we think we have a lot to offer to you as you begin your web project.\n\n
- Doug\n
- DOUG\n\nBethel: mid-size Christian University in the twin cities, MN.\nInv\n\ngoals: raise awareness, drive new traffic through organic SEO, increase apps (and yield), engage alumni\n
- DOUG\n\nBethel: mid-size Christian University in the twin cities, MN.\nInv\n\ngoals: raise awareness, drive new traffic through organic SEO, increase apps (and yield), engage alumni\n
- DOUG\n\nBethel: mid-size Christian University in the twin cities, MN.\nInv\n\ngoals: raise awareness, drive new traffic through organic SEO, increase apps (and yield), engage alumni\n
- DOUG\n\nBethel: mid-size Christian University in the twin cities, MN.\nInv\n\ngoals: raise awareness, drive new traffic through organic SEO, increase apps (and yield), engage alumni\n
- DOUG\n\nBethel: mid-size Christian University in the twin cities, MN.\nInv\n\ngoals: raise awareness, drive new traffic through organic SEO, increase apps (and yield), engage alumni\n
- DOUG: Company Intro\n\nSusan\nSome of you may know that this is week 2 for me at mStoner. Although I’m a newbie at mStoner, I’ve been an expert on the inside for years. I spent the last 22 years of my career at the College of William & Mary in Virginia. Just before coming to mStoner, I was the director of creative services and my team managed the university web presence including social media and the campus portal. Before that, I was the director of web services working for the CIO. \n\nI also led the W&M web redesign project four years ago. I first met the mStoner team about four years ago and it was in a setting just like this one.\n
- Doug\n
- DOUG\n\nBethel: mid-size Christian University in the twin cities, MN.\nInv\n\ngoals: raise awareness, drive new traffic through organic SEO, increase apps (and yield), engage alumni\n
- DOUG\n\nBethel: mid-size Christian University in the twin cities, MN.\nInv\n\ngoals: raise awareness, drive new traffic through organic SEO, increase apps (and yield), engage alumni\n
- DOUG\n\nBethel: mid-size Christian University in the twin cities, MN.\nInv\n\ngoals: raise awareness, drive new traffic through organic SEO, increase apps (and yield), engage alumni\n
- Doug\n
- DOUG\n\nBethel: mid-size Christian University in the twin cities, MN.\nInv\n\ngoals: raise awareness, drive new traffic through organic SEO, increase apps (and yield), engage alumni\n
- DOUG\n\nBethel: mid-size Christian University in the twin cities, MN.\nInv\n\ngoals: raise awareness, drive new traffic through organic SEO, increase apps (and yield), engage alumni\n
- DOUG\n\nBethel: mid-size Christian University in the twin cities, MN.\nInv\n\ngoals: raise awareness, drive new traffic through organic SEO, increase apps (and yield), engage alumni\n
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- The activities in the last phase are important for sustainability. This is the phase where long-term planning, discussions of best practices and hands-on training prepare the Whittier team to maintain and refresh the incredible new website into the future.\n
- During the strategy phase, we’ll be doing a lot to get to know Whittier. We’ll meet and talk to the community here - your students, your faculty, your administrators. We’ll consume any written materials you have as well as do a comprehensive review of your website. We’ll also do an external assessment that will include comparisons with your benchmark and peer schools.\n
- The next phase is the creative phase. Here we’ll create new web designs for Whittier; we’ll audience test those designs and begin building out a full set of templates. We’ll also be writing copy for the top-level sections of your new site. Finally, we’ll identify what technologies you’ll need to launch your new web presence.\n
- So what you’ll get during the technology phase are specifications, code, a new website where you can migrate content, and confirmation that you’ve built the site in a way that works for your primary audience.\n
- Doug\n
- During the strategy phase, we’ll be doing a lot to get to know Whittier. We’ll meet and talk to the community here - your students, your faculty, your administrators. We’ll consume any written materials you have as well as do a comprehensive review of your website. We’ll also do an external assessment that will include comparisons with your benchmark and peer schools.\n
- During the strategy phase, we’ll be doing a lot to get to know Whittier. We’ll meet and talk to the community here - your students, your faculty, your administrators. We’ll consume any written materials you have as well as do a comprehensive review of your website. We’ll also do an external assessment that will include comparisons with your benchmark and peer schools.\n
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- During the strategy phase, we’ll be doing a lot to get to know Whittier. We’ll meet and talk to the community here - your students, your faculty, your administrators. We’ll consume any written materials you have as well as do a comprehensive review of your website. We’ll also do an external assessment that will include comparisons with your benchmark and peer schools.\n
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- During the strategy phase, we’ll be doing a lot to get to know Whittier. We’ll meet and talk to the community here - your students, your faculty, your administrators. We’ll consume any written materials you have as well as do a comprehensive review of your website. We’ll also do an external assessment that will include comparisons with your benchmark and peer schools.\n
- \n
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- \n
- Doug\n
- During the strategy phase, we’ll be doing a lot to get to know Whittier. We’ll meet and talk to the community here - your students, your faculty, your administrators. We’ll consume any written materials you have as well as do a comprehensive review of your website. We’ll also do an external assessment that will include comparisons with your benchmark and peer schools.\n
- During the strategy phase, we’ll be doing a lot to get to know Whittier. We’ll meet and talk to the community here - your students, your faculty, your administrators. We’ll consume any written materials you have as well as do a comprehensive review of your website. We’ll also do an external assessment that will include comparisons with your benchmark and peer schools.\n
- During the strategy phase, we’ll be doing a lot to get to know Whittier. We’ll meet and talk to the community here - your students, your faculty, your administrators. We’ll consume any written materials you have as well as do a comprehensive review of your website. We’ll also do an external assessment that will include comparisons with your benchmark and peer schools.\n
- During the strategy phase, we’ll be doing a lot to get to know Whittier. We’ll meet and talk to the community here - your students, your faculty, your administrators. We’ll consume any written materials you have as well as do a comprehensive review of your website. We’ll also do an external assessment that will include comparisons with your benchmark and peer schools.\n
- During the strategy phase, we’ll be doing a lot to get to know Whittier. We’ll meet and talk to the community here - your students, your faculty, your administrators. We’ll consume any written materials you have as well as do a comprehensive review of your website. We’ll also do an external assessment that will include comparisons with your benchmark and peer schools.\n
- DOUG\n\nBethel: mid-size Christian University in the twin cities, MN.\nInv\n\ngoals: raise awareness, drive new traffic through organic SEO, increase apps (and yield), engage alumni\n
- \n