Content strategy for library websites
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Content strategy workshop for LACONI, an association of 150 Chicago-area libraries, given September 20, 2013. Comprehensive look at content strategy goals, opportunities, challenges, definitions, processes, elements for libraries today and in the future.
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Content strategy for library websites
- 1. THE FUTURE IS CONTENT CONTENT STRATEGY FOR LIBRARY WEBSITES Hilary Marsh, Content Company LACONI workshop, September 20, 2013
- 3. CONTENT STRATEGY CHALLENGES • No one can find anything on our website, and they’re complaining to the CEO • PracHcally everyone in our organizaHon publishes content online, and you’d almost never know it was from the same organizaHon • No one is in charge of the home page – or everyone is in charge of it • We can’t add comments because we don’t know how to handle them • Our site isn’t accessible from mobile devices • Some of our best material is presented as PDFs, with Htles like “4002.pdf” • Our website is organized based on our org structure rather than on how our audience thinks about us or our content • “We should be on Instagram”
- 4. They’re about • process • ownership • collaboraHon • mutual understanding (or lack thereof) BUSINESS CHALLENGES
- 5. • Audience confusion • Lack of customer engagement • Higher customer service costs • Missed cross-‐selling opportuni:es • No awareness of the breadth and depth of what you offer – and that they need! BUSINESS CONSEQUENCES
- 8. HOW I DEFINE CONTENT STRATEGY WHO WHAT WHEN OF PUBLISHING WHERE CONTENT WHY HOW
- 9. HOW I DEFINE CONTENT STRATEGY A STRATEGIC STATEMENT TYING CONTENT (AND COMMUNICATION) TO BUSINESS
- 10. HOW I DEFINE CONTENT STRATEGY AND THE PEOPLE, PROCESSES, AND POWER TO EXECUTE THAT STATEMENT
- 11. LITERALLY, A STATEMENT We will publish content that is • Useful • Aware of our audience and context • Supports our mission, objecHves and brand • Helps us deliver effecHve service to our users –Jefferson County Public Library
- 16. WHAT IS “CONTENT”? • BOOK REVIEWS • EVENT ANNOUNCEMENTS • PROGRAM INFORMATION • BIOS • INSTRUCTIONS • MAP
- 17. EXERCISE
- 19. Source: http://xkcd.com/773 YOU ARE NOT ALONE
- 20. YOU ARE NOT ALONE • JARGON Has anyone ever said, “I want to search your resource database”? • AWARENESS Does everyone in the community know what your library offers? What YOU offer? • PRIORITIZATION Are you highlighHng and promoHng the things your current and prospecHve visitors want?
- 22. PROCESS
- 23. USAGEAWARENESS VISITS 1. KNOW THE BUSINESS GOALS
- 24. FINDABLEUSABLE USEFUL 2. KNOW THE CONTENT GOALS
- 26. PRIORITIZE THESE: CONSUMERS COMMUNITY OTHER Adults Media Job-‐seekers Teens OrganizaHons Library staff Kids Volunteers Vendors Parents Teachers Senior ciHzens Small businesses Underserved Book clubs Students
- 27. PERSONAS
- 28. PERSONAS
- 29. USAGE ALIGNMENT WITH VISION 4. ASSESS YOUR CONTENT BASED ON…. AGE
- 31. Content audit IA number Page Title URL Keep, update, rewrite, archive, or delete? Content type Topic Content owner Date created Last updated Audience Access level? # of visits in the last year Notes Template available at http://www.hilarymarsh.com/content-audit-spreadsheet/ For help with an automated content inventory, visit http://www.content-insight.com/ CONTENT AUDIT
- 32. CONTENT AUDIT
- 33. WHO CAN PUBLISH DIRECTLY? WHO CAN SAY “NO”? WHO WRITES WHAT? WHO CAN POST ON SOCIAL MEDIA? WORKFLOWS ROLES & RESPONSIBILITIES 5. GOVERNANCE
- 35. WORKFLOWS
- 37. WRITING
- 38. WRITING
- 39. • Online, people skim and don’t read • Shorter is beder • Write for the ear – conversaHonal • AcHve voice • Avoid jargon • State the main points first (“inverted pyramid” style) • Break up long text with subheads and bullets • Readers’ quesHons are your subheads • Content goals are calls to acHon on the page WRITING
- 40. KEY PAGES NEWSLETTERS FACEBOOK TWITTER HOME PAGE 7. EDITORIAL CALENDAR ETC.
- 41. LIFECYCLE Review every page at least once a year (set by type or secHon) Create Review Publish Promote Revisit
- 42. 8. MEASURE & REVISE ETC.
- 43. SOME METRICS ARLINGTON HEIGHTS, JULY 14 – AUGUST 13, 2013 Visits by device Desktop Tablet Mobile
- 44. SOME METRICS PALATINE, JULY 27 – AUGUST 26, 2013 Most popular pages (unique visits) Home page Employment Kids Books, movies, music Research Events LocaHons and hours Summer reading About us Digital media
- 45. TODAY
- 52. WHO’S NOT?
- 56. INFORMATION ARCHITECTURE “NO ONE CARES ABOUT YOUR ORG CHART” —LOU ROSENFELD
- 57. FIND A BOOK, EBOOK, MUSIC OR VIDEO CHECK OUT UPCOMING EVENTS OR ACTIVITIES DO SOME RESEARCH OR HOMEWORK LEARN MORE ABOUT THE LIBRARY, OR CONTACT LIBRARY STAFF MANAGE MY ACCOUNT INFORMATION ARCHITECTURE SOURCE: http://1000libraries.net/
- 58. TOMORROW
- 62. THANK YOU. Link to this presentation and lots of related resources: http://www.hilarymarsh.com/content-strategy-libraries/ hilary@hilarymarsh.com http://www.hilarymarsh.com @hilarymarsh 312-806-7854