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Goals, Guidelines, and Governance
How one association created a smart, sustainable content strategy
Kristy McGreal
Hilary Marsh
Our Agenda
1.  Where we started
2.  What we did
3.  What we found
4.  Top 10 lessons we learned
h"p://echa.europa.eu/addressing-­‐chemicals-­‐of-­‐concern/substances-­‐of-­‐poten8al-­‐concern/svhc-­‐roadmap-­‐to-­‐2020-­‐implementa8on	
  
Where we started
Before we started,
we had a LOT of content
5	
  h"ps://preservingdtharchives2011.wordpress.com/2011/10/18/im-­‐back/	
  
Lots of links
Event information
FAQs
Policies
Course details
Mission statement
Job listings
Scientific statements
Press releases
News stories
Comment letters
Executive bios
Reports
History
Awards
Process to help us to learn
about our content
IFT is content rich, but…
•  How is it being used?
•  How is it organized?
•  What do members want?
All of these questions were
tackled through this project
Our Goal
h"p://www.ripleypr.com/blog/tackling-­‐your-­‐b2b-­‐content-­‐marke8ng-­‐challenges-­‐in-­‐2015/	
  
8	
  
Just because…..
Because the board wanted it
Because the committee told us to
Because we have this program
Because we do this thing
Because we created the information
Because we have no way to say “no” to the request
Because we think we have to
Because everyone else is
Because this is how we have always done it
Because…….
11	
  
What we did
Content strategy process
Discovery ++
Compare current
state with best
practices and
organizational
strategy, dream
together
Create
guidelines
Paint the picture
of the “better
way”
Make it
sustainable
Create new
ways of working
1. Discovery ++
•  Review of existing documents
•  Stakeholder interviews
•  Member survey
•  Comparative content analysis
•  Content audit/assessment
•  Empathy-based audience personas
Stakeholder interviews
Findings
•  Content is lacking cohesiveness, relationships, and context
•  Content is not created with users in mind
•  Lack of effective organization is creating confusion and lost
revenue
•  No shared core audience
•  Inconsistent content promotion
•  Everyone knew there was an issue but didn’t see their role in it
•  No clear, consistent definition of content
Stakeholder interviews
Recommendations
•  Collect content into clear categories defined and validated by
users, and ensure that it is findable, cross-referenced, and has
context.
•  Incorporate user knowledge and data into decisions about content.
•  Create a clear, flexible taxonomy for the ORGANIZATION (not
department).
•  Identify the organization’s top-priority audiences, and use this
prioritization to drive content decisions.
•  Create an organization-wide editorial calendar and promotion
guidelines.
Member survey
Recommendations:
•  Improve the website’s usability
•  Offer members the ability to opt in
to specific email campaigns
•  Better communicate the value of
online and short courses
•  Incorporate metrics into all future
content decisions
•  Tag content so it can be cross-
linked more easily
Competitive audit recommendations
•  Give people a reason to visit more often: Update content more
frequently, feature current content more prominently, highlight for top-
priority audiences
•  Encourage on-site commenting and conversation
•  Incorporate breadcrumbs and consistent sidebars to help navigation
•  Use more creative presentations: organize videos into a stream --
promote regularly, feature a book of the week, add live chat
•  Incorporate sponsored/underwritten content selectively (careful not to
raise concern about the organization’s objectivity)
•  Use section landing pages to highlight the full range of content in the
section, rather than relying only on mega-nav
Content audit
Content audit
The Game Changer!
•  Detailed outside perspective of every page of the website and e-
newsletters
•  Topic, content type, audience, usage, date created/modified
•  Look for content ROT (redundant, outdated, trivial/unused)
•  Recommended actions: Keep, revise, archive, delete
•  Typical proportion: delete/archive 50%, revise 30%, keep as-is 20%
•  Presented to content owners for their feedback
20	
  
Empathy-based personas
Empathy-based personas
§ How do we bring focus?
§ Define our customer
§ Understand them as individuals,
with real needs, concerns,
motivations, and attitudes
Empathy-based personas
Instead of discounting emotions, we use empathy as a filter, a lens
Empathy roots us. It gives us context to distinguish meaning
from information
	
  VS.
Empathy-based personas
The journey our personas
take with the organization
•  How do they become aware of our
organization, develop a need for
it?
•  How does the organization satisfy
their needs, engender loyalty?
Empathy-based personas
When we see the whole
picture
•  We understand their pressures
− At work and in life
•  We approach things differently
− Programs
− New processes
− Answering questions
•  sdf
Meet our personas…
Henry	
  Nancy	
   Sarah	
  Ken	
  
Validated with member
focus groups
2. Develop guidelines
•  Voice and tone
•  Editorial style
•  Taxonomy
•  Content lifecycle
•  Topic lifecycle
Identify the
organization’s
voice and tone
Best practices in digital writing
https://teacheratsea.wordpress.com/tag/dichotomous-keys/
Taxonomy
New taxonomy
• Two levels of tagging
• 11 topics
•  High level content buckets
•  Remain evergreen
• 55 subtopics
•  Change with the industry
•  Emerge, become popular,
and eventually sunset
•  Subtopics are flexible
New taxonomy
• Topical structure carries through the organization
•  Website
•  Sponsorship buckets
•  Scientific sessions
• Speaking the same language, using the same terms
•  Increases revenue potential
•  Alleviates confusion
•  Aligns various functions within the organization
Think through lifecycles
3. Make it sustainable
•  Roles
•  Staffing
•  Workflow
•  Educate/train staff
•  Build into people’s job descriptions
•  Include training in on-boarding
Goals, Guidelines, and Governance: How one association created a smart, sustainable content strategy
h"p://echa.europa.eu/addressing-­‐chemicals-­‐of-­‐concern/substances-­‐of-­‐poten8al-­‐concern/svhc-­‐roadmap-­‐to-­‐2020-­‐implementa8on	
  
What we found
Staff knew what members wanted
• Content presented more holistically
• Eliminate content that is no longer relevant, timely, or accurate
• Content that reflects who they are and what they need (not
department)
• An easy way to show what else exists on a given topic
Get people talking & collaborating
• Hearing information as a
group
• Having a hand in creating
the solution – together
• Bringing realization that
content owners own a piece
of this
Create content with a goal
•  Understand and articulate
the purpose of each piece of
content
•  How will we know it’s
successful
•  Takes a partnership
Create content for an audience
• What do they need from our
organization?
• We don’t have to be Google
• Through which channels do
they want to get the
information?
• What other considerations?
Department
Audience
Department
Audience
Department
Audience
Department
Audience
Old thinking
Committee Committee Committee Committee
Message Message Message Message
Organization: Programs, offerings
Audience
Messages
Audience Audience Audience
New thinking
h"p://echa.europa.eu/addressing-­‐chemicals-­‐of-­‐concern/substances-­‐of-­‐poten8al-­‐concern/svhc-­‐roadmap-­‐to-­‐2020-­‐implementa8on	
  
What we learned
Get buy-in early
and often with
colleagues
whose process
& work
will change
#1
#2
Make sure content
owners play a role
in crafting the
solution
#3
Show them
how to do things
differently
47	
  
#4
Over communicate
#5
Remind people
about the context
for the project
#6
http://unityinmarin.org/events/spiritual-campfire/
Use the consultant
strategically to
share stories,
create tools, and
provide instruction
#7
Be visual
#8
Learn from
examples – good
work in your
organization,
competitors, other
orgs outside the
association world
#9
Foster internal
champions and
honor their
expertise
#10
Operationalize
and socialize –
make it stick
Thank you!
Hilary Marsh
President & Chief Strategist
Content Company, Inc.
hilary@contentcompany.biz
@hilarymarsh
Kristy McGreal
Executive Director
Moraine Valley Community
College Foundation
mcgrealc2@morainevalley.edu

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