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Content Strategy Workshop Museums and the Web 2015 Chicago
- 2. Conxa was here!!! To make you think about content+strategy To walk you through content strategy ingredients To offer inspiration for content creation To introduce you to strategic content planning and creation tools To exchange ideas with you and generally have a nice, quality time By the end of it, we would all be speaking a common language I wish…
- 3. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
- 4. ’Content strategy plans for the creation, publication and governance of useful, usable content.’ Kristina Halvorson
- 5. Bill Gates
- 6. Copyright: Mark Smiciklas, based on Chris Brogan
- 7. Is this a piece of content? Copyright: Imperial War Museum, London, UK
- 8. Content is UX UX is content
- 9. But one thing is certain…
- 11. A million $ question: What makes a successful content strategy?
- 12. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
- 13. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
- 14. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
- 15. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
- 16. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
- 17. Image credit: Conxa Rodà
- 20. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
- 21. Motivations for visits to museums and galleries
- 22. Engagement with Tate’s content before/during/after a visit
- 23. Tate’s content accessed/activities before a visit
- 24. Tate’s content accessed/activities during a visit
- 25. Tate’s content accessed/activities after a visit
- 26. Engagement with Tate’s content during a visit
- 27. If you knew all this about your audiences, how would that influence your plans for creation, distribution and promotion of content?
- 29. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
- 30. ’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’ Content Strategy Alliance
- 31. ’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
- 32. Copyright: DOMO
- 34. Less is more More of the same Something completely different
- 35. Evergreen content = SEO content Biographies Glossaries Research papers Exhibition and collection information Interviews Guides
- 36. This is NOT evergreen content Press releases News articles Seasonal content Trendy content Statistics
- 37. Marketing content always has revenue as its final objectives. Evergreen content is a final destination. Content marketing vs Content as a destination
- 38. Blogs
- 40. Metadata as content Content which describes and categorises content and objects Comes in these formats: fields and values Key to content findability by applications
- 41. Dublin Core model for content management Title Creator Subject Description Publisher Contributor Date Type Format Identifier Source Language Relation Coverage Rights
- 42. User-generated content: Tate Collectives GIF party
- 43. §
- 45. User response as content
- 49. Viral content
- 50. Viral content
- 51. Activity:Let’s brainstorm some viral content
- 52. And create something like this!
- 62. Workflow: roles and responsiblities for tasks who, what, where, when will create, sign off, publish, distribute, measure, maintain, remove, moderate, design, promote content
- 70. Activity: how much of a content strategic plan do you have?
- 72. Content and channel audit and gap analysis What content have you already got and what you need to produce? Content inventory per channel: a list of all content resources
- 74. Content gap analysis: What content is missing to achieve your goal?
- 76. Useful and relevant content Look at longtail keywords to find topics of interest to your audiences
- 77. Evergreen content How to… Top ten… Who was… What is… Top tips… DIY guide to…
- 81. Find your niche
- 82. 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 history Programme 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
- 83. Content tables
- 84. NPR’s COPE content publishing model Create once publish everywhere CMS - content mgt not publishing API - presentation layer http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere?next_slideshow=1
- 86. Editorial and brand guidelines Accessibility guidelines Moderation guidelines Etc
- 92. Activity: CORE content creation model
- 93. Final word of advice: Know your organisation and audiences Create content for YOUR audiences that delivers on organisational objectives Find your niche Keep content useful, useable, engaging, consistent Promote your content Analyse your content
- 94. Build content strategy that is achievable and sustainable