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Content strategy seminar: getting content right from the inside
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#twbdigital Getting content right from the inside
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Audio link: https://soundcloud.com/togetherwerebetter/content-strategy-al-barker How do you approach a content strategy? And why is having one important? Al Barker makes a compelling case for taking a strategic approach to content and what this means, in terms of people, processes & governance. Listen to the presentation audio here: https://soundcloud.com/togetherwerebetter/content-strategy-al-barker Slide 6: There are three stages - Discovery, the way forward and getting people on board with what you have discovered and where you plan to go. Slide 7: Discovery Slide 8: Understanding the needs and aspirations of your audience is crucial to writing your content. Are their needs being met with the current content? Slide 9: Don't wait for a website re-design to audit your content, even though it seems like the best time to do it. It is far more effective to keep a running assessment on the content. In terms of best practice, volume density and semantic structure are important things to think about. Content doesn't need to be so dense, you should keep it lightweight. Slide 10: Spend time speaking to your teams so everyone understands the common goal and the way your organisation should work and write. It is important to understand the governance of your content. Who are the senior management/department heads who will influence the way you work? Slide 11: Whilst talking to senior management/department heads you can discuss workflow pain points; capacity issues. Assess which content tools are currently being used do a skills assessment of the team. This can lead to knowledge sharing/creation of digital objectives. Slide 12: The way forward Slide 13: Create principles; a set of common goals people want to create content by. These goals have to be endorsed internally and aligned with the core organisational objective. Take people on a journey, don't just tell them what you've found. They will feel more empowered. Slide 14: Link existing content to site architecture. Align to audience. Assign to owner - give them responsibility. Prioritise the content. Not all content is absolutely essential. Slide 15: A workflow is hugely unique to each individual organisation. There is no 'one size fits all'. A hybrid workflow is usually the best - start centralised and become devolved. Ensure you have a transition plan for this period. Slide 16: If these tools and guidelines can be easily shared and accessed by people they will follow them. A template for commissioning content takes some of the battle out of it. Creating KPIs will measure the performance and engagement of the content. Have ongoing capacity planning and assessments. Slide 17: All aboard Slide 18: Commit fully to the new strategy. Slide 19: If you are redesigning your website try, at least, to have all content assessed for the new site.
Transcript of Content strategy seminar: getting content right from the inside
#twbdigital
Getting content right from the inside
Today:
Insight
Experience
Sharing #twbdigital
3 steps to getting your content right
“Why, everyone knows that the container and what you put in the container aren’t the same thing.”
Karen McGrane, A List Apart
don’t they?
discovery
- research your audience
- how do they see your value proposition?
- does your content meet their ‘real’ needs?
- what will motivate them to return?
- develop task-based personas
Get some hard factsWho are you writing for?
- keep a running assessment
- feed in analytics data
- grade against digital copywriting best practice
- think Top Tasks and be brutal!
Audit: ContentDon’t wait for the re-design
- content editors; producers; digital team
- commissioners; specialist or expert contributors
- team managers; department heads; SMT
- HR director
Audit: PeopleSpeak with...
- workflow pain points; capacity issues
- content tools being used; consistency
- skills gaps; areas of individual specialism
- training needs; opportunities to knowledge share
- digital objectives; attitude to digital culture; literacy
Audit: ProcessExplore...
way forward
- principles
- alignment (internal)
- alignment (with core organisational objectives)
- show, don’t tell
Content manifestoAgree & commit to a mission
- align to audience (task & conversion)
- assign to owner
- prioritise: essential; informative; ancillary
Content mappingLinked to site architecture
- centralised
- devolved/distributed
- hybrid
- transition plan
Content workflowExplore different models
- ToV, copywriting & rich media creation
- editorial staff directory
- content calendars
- briefing template (for content commissioning)
- KPI’s
Content frameworkTools & guidelines
all aboard!
- create a content advisory board
- commit to a workflow, then endorse it!
- internal comms plans to ensure consistency
- regular briefings to senior management
- ongoing capacity planning and assessment
GovernanceInfluencing cultural change
- commitment to the new strategy
- practical guidelines (a new content bible)
- resource reality - can ‘everything’ be re-written now?
- in-house training and development plans
- skill & knowledge sharing (lunch & learns)
Staff engagementInternal education & training
GovernanceWorkflow
SubstanceStructure
get this right and the restwill follow...
any questions?
- Luke Chaput: KnowHow NonProfit
- Alastair Lee: Time Out
- group exercise: What are the key challenges you’re facing within your organisation today?
- and please keep the conversation going:www.togetherwerebetter.org.uk/forum
What’s next?Case studies & discussion
