The Essence of Mothers Celebrating the Heart of the Family.pptx
Building Your Own Content Strategy Roadmap
1. 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
2. @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
15. @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
35. @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.
38. @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
45. @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
46. @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
50. @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
51. @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
52. @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
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• 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
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• Uses subheads and bullets
• Is not in PDF format
• Uses fewer words but includes the terms
readers are looking for
Scannable content
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• 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
65. @techconf #tech14!
NO - We want to tell people how great
our services are.
YES - We want people to choose our
services.
True goal
76. @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
78. @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.
80. @techconf #tech14!
• Content strategist
• Project manager
• Visual designer
• User experience architect
• Social media manager
• Director
Roles on a digital
team
87. @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!)
90. @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
91. @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
92. @techconf #tech14!
Build Your Taxonomy
• Intranet Standard Taxonomy
• Search
• Existing Content
• Industry Terminology
93. @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
94. @techconf #tech14!
• WAND
• Concept Searching
• AIIM Taxonomy Training and Certification
programs
Buying a Taxonomy
Tool (or Even a
Whole Taxonomy!)
96. @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
101. @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
102. @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
116. @techconf #tech14!
Hilary Marsh
P r e s i d e n t & C h i e f
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