hands on content strategy - tijana tasich & conxa roda
TRANSCRIPT
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Conxa Rodà @innova2 Tijana Tasich @teengily
#MuseumNext #contentstrategy
Museum content strategy
Which way to go?
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To make you think about content+strategy
To introduce content strategy ingredients
To introduce strategic content planning and creation tools
To exchange ideas and generally have a nice, quality time
By the end of it, we would all be speaking a common language
We wish…
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’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
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’Content strategy plans for the creation, publication and governance of useful, usable content.’
Kristina Halvorson
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Bill Gates, 1996
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Copyright: Mark Smiciklas, based on Chris Brogan
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Is this a piece of content?
Copyright: Imperial War Museum, London, UK
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Content is UX UX is content
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‘If the primary purpose of websites is to deliver valuable
content to the audience, we should be designing content-first for the best possible UX’
Liam King, 2014
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But one thing is certain…
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A million $ question: What makes a successful content strategy?
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’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
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’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
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’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
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’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
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’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
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Image credit: Conxa Rodà
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’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
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Motivations for visits to museums and galleries
Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013
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Engagement with content before/during/after a visit
Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013
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Content accessed/activities before a visit
Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013
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Content accessed/activities during a visit
Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013
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Content accessed/activities after a visit
Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013
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Engagement with content during a visit
Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013
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If you knew all this about your audiences, how would that influence your plans for creation, distribution and promotion of content?
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’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
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’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
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’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
More content
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’Contentitis' Salma Jafri
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A walkthrough content strategy
elements
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Plan Analyse Create
Communicate Evaluate
CONTENT
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Source: Salma Jaffri, http://searchenginewatch.com/article/2355255/The-Virtuous-Content-Cycle-How-to-Strategize-Structure-Systemize-Content
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Plan Analyse Create
Communicate Evaluate
CONTENT
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Content strategic plan:
Goals Audiences
Governance Workflow
Measures of success
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Content strategic plan:
Goals Audiences
Governance Workflow
Measures of success
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Content strategic plan:
Goals Audiences
Governance Workflow
Measures of success
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Tate’s website audience segmentation 2014
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Content strategic plan:
Goals Audiences
Governance Workflow
Measures of success
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Content strategic plan:
Goals Audiences
Governance Workflow
Measures of success
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Workflow: roles and responsiblities for tasks
who, what, where, when will create, sign off, publish, distribute, measure, maintain, remove, moderate, design, promote content
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Content workflow Create Review Revise Sign off Publish Evaluate Maintain
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RACI model
Responsible Accountable Consulted Informed
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Content strategic plan:
Goals Audiences
Governance Workflow
Measures of success
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Measures of success
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Plan Analyse Create
Communicate Evaluate
CONTENT
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Content audit
What content have you already got?
Content inventory per channel: a list of all content resources
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Content gap analysis
What content is missing to achieve your goal?
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Plan Analyse Create
Communicate Evaluate
CONTENT
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Useful and relevant content
Look at longtail keywords to find topics of interest to your audiences
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MoSCoW method
Image source:http://www2.mokabyte.it/cms/article.run?permalink=mb186_AgileGamification-4
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Evergreen content = SEO content Biographies Glossaries Research papers Exhibition and collection information Interviews Guides
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Evergreen content How to… Timelines… Top ten… Who was… What is… Top tips… DIY guide to… Storytelling…
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This is NOT evergreen content
Press releases News articles Seasonal content Trendy content Statistics
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Marketing content always has revenue as its final objectives.
Evergreen content is a final destination.
Content marketing vs Content as a destination
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Accessible content
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Multi-format content
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Platform-tailored content
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Find your niche
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Content plan or calendar
TATE ST IVES DIGITAL CONTENT PLAN - 2013/14
2013 2014
Key messages Content Who MAY JUN JUL AUG SEPT OCT NOV DEC JAN FEB MAR APR
Tate St Ives historical context/
links to British/St Ives
modernism
Why Tate is in St Ives? EE
Gallery of archive images - St Ives pre-Tate, BH studio, etc AF
Barbara Hepworth story and history Commission JA?
Summer show 2014 - series of blogs in build up to 2014 Commission external
TSI 2 building project
Future for TSI - Phase 2 blogs series Project co-ordinator
TSI IS 21 years old
TSI is 21 - series of blogs around 21st anniversary EE/AF
TSI is 21 - the opening day/week/year
Staff/stakeholders who may have been at the 1st day?
What are your memories of St ives/Tate opening?
Cornwall artists
St Ives art historyProgramme team? Commission writer?
Films: Barbara Hepworth, Peter Lanyon, William Scott Tate Media
Take home a piece of TSI (ltd edition prints with cornwall links, shop merchandise cornish links) EE with BS
Cornwall/St ives tourist
message
Curator's top 10 places to visit in Cornwall MC
What to do in St Ives/Cornwall (summer/winter seasons)
Artists? /other staff members/volunteers? Business members?
Late at Tate - series of blogs on content of each event/call to local people to attend KG/BN
Tate café - cornish links/selling up local suppliers EE
What's your perfect day/holiday memory of St Ives and Cornwall?
local artists/contacts - business members?
Family Friendly
Yes, you can touch that….Families in art galleries
RW, repurpose existing content
Family programme - highlights/top 10 RW
I visited TSI/BHM with a pre-schoolers and survived! A mum contact
I spy Tate - stories and clues behind the images EE/AF/RW
I Spied Tate - what did you spy? Follow up with audience reviews/comment/photos EE/RW
�1
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Content tables
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NPR’s COPE content publishing model
Create once publish everywhere
http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere?next_slideshow=1
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Editorial and brand guidelines Accessibility guidelines Moderation guidelines Etc
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Plan Analyse Create
Communicate Evaluate
CONTENT
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Tate St Ives’ campaign communication plan
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W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B PantBlog museu - Conxa (II) X X X XConfe Lahuerta (29/1) XSketchcrawl (31/1) X X XVisites CDS Casagemas XTarda diss Gratuïta X XPíndola XBcnegra 2015 (1/2) X X X X X X1r dmg mes (1/2) X
W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B PantBlog museu - Cornella X X X XVisites CDS Casagemas XTarda diss Gratuïta X XAp correos 1001 (7/2) X X X X X X X X X X XSta Eulàlia + Laies X XHistòries relleu (8/2) X X X X X X X X
W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B PantBlog museu - MEDIAMBIENT X X X XSta Eulàlia + Laies X X X XVisites CDS Casagemas XTarda diss Gratuïta X XCarnaval X XSwing X X X X X X X X X X
DIVENDRES DISSABTE DIUMENGE9 10 11 12 13 14 15
DILLUNS DIMARTS DIMECRES DIJOUS
29 30 31 1DIJOUS DIVENDRES DISSABTE DIUMENGE
5 6 7 82 3 4DIMARTSDILLUNS DIMECRES DIUMENGEDIJOUS DIVENDRES DISSABTE
Social media and web weekly calendar @MuseuNac_Cat
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Plan Analyse Create
Communicate Evaluate
CONTENT
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Plan Analyse Create
Communicate Evaluate
CONTENT
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Current trends & inspiration
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Editorial content
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User-generated content: Tate Collectives GIF party
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Acknowledging user’s contributions
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Metadata as content Content which describes and categorises content and objects
Comes in these formats: fields and values
Key to content findability by applications
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Digital storytelling
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Viral content
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Final word of advice: Know your organisation and audiences
Put the user first: create content for YOUR audiences
Content-first culture
Find your niche
Keep content useful, useable, engaging, consistent
Less is more: get rid of useless content
Promote your content
Analyse your content
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Build content strategy that is achievable and sustainable
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Thank you
Tijana Tasich @teengily Conxa Rodà @innova2