content strategy workshop, museumnext 2015

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Conxa Rodà @innova2 Tijana Tasich @teengily #MuseumNext #contentstrategy Museum content strategy Which way to go?

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Page 1: Content strategy workshop, MuseumNext 2015

Conxa Rodà @innova2 Tijana Tasich @teengily

#MuseumNext #contentstrategy

Museum content strategy

Which way to go?

Page 2: Content strategy workshop, MuseumNext 2015

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…

Page 3: Content strategy workshop, MuseumNext 2015

’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’

Content Strategy Alliance

Page 4: Content strategy workshop, MuseumNext 2015

’Content strategy plans for the creation, publication and governance of useful, usable content.’

Kristina Halvorson

Page 5: Content strategy workshop, MuseumNext 2015

Bill Gates, 1996

Page 6: Content strategy workshop, MuseumNext 2015

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

Page 9: Content strategy workshop, MuseumNext 2015

‘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…

Page 11: Content strategy workshop, MuseumNext 2015
Page 12: Content strategy workshop, MuseumNext 2015

A million $ question: What makes a successful content strategy?

Page 13: Content strategy workshop, MuseumNext 2015

’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’

Content Strategy Alliance

Page 14: Content strategy workshop, MuseumNext 2015

’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’

Content Strategy Alliance

Page 15: Content strategy workshop, MuseumNext 2015

’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’

Content Strategy Alliance

Page 16: Content strategy workshop, MuseumNext 2015

’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’

Content Strategy Alliance

Page 17: Content strategy workshop, MuseumNext 2015

’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’

Content Strategy Alliance

Page 18: Content strategy workshop, MuseumNext 2015

Image credit: Conxa Rodà

Page 19: Content strategy workshop, MuseumNext 2015

’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

Page 22: Content strategy workshop, MuseumNext 2015

Content accessed/activities before a visit

Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013

Page 23: Content strategy workshop, MuseumNext 2015

Content accessed/activities during a visit

Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013

Page 24: Content strategy workshop, MuseumNext 2015

Content accessed/activities after a visit

Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013

Page 25: Content strategy workshop, MuseumNext 2015

Engagement with content during a visit

Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013

Page 26: Content strategy workshop, MuseumNext 2015

If you knew all this about your audiences, how would that influence your plans for creation, distribution and promotion of content?

Page 27: Content strategy workshop, MuseumNext 2015

’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’

Content Strategy Alliance

Page 28: Content strategy workshop, MuseumNext 2015

’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’

Content Strategy Alliance

Page 29: Content strategy workshop, MuseumNext 2015

’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

Page 32: Content strategy workshop, MuseumNext 2015

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

Page 34: Content strategy workshop, MuseumNext 2015

Plan Analyse Create

Communicate Evaluate

CONTENT

Page 35: Content strategy workshop, MuseumNext 2015

Content strategic plan:

Goals Audiences

Governance Workflow

Measures of success

Page 36: Content strategy workshop, MuseumNext 2015

Content strategic plan:

Goals Audiences

Governance Workflow

Measures of success

Page 37: Content strategy workshop, MuseumNext 2015

Content strategic plan:

Goals Audiences

Governance Workflow

Measures of success

Page 38: Content strategy workshop, MuseumNext 2015

Tate’s website audience segmentation 2014

Page 39: Content strategy workshop, MuseumNext 2015

Content strategic plan:

Goals Audiences

Governance Workflow

Measures of success

Page 40: Content strategy workshop, MuseumNext 2015

Content strategic plan:

Goals Audiences

Governance Workflow

Measures of success

Page 41: Content strategy workshop, MuseumNext 2015

Workflow: roles and responsiblities for tasks

who, what, where, when will create, sign off, publish, distribute, measure, maintain, remove, moderate, design, promote content

Page 42: Content strategy workshop, MuseumNext 2015

Content workflow Create Review Revise Sign off Publish Evaluate Maintain

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RACI model

Responsible Accountable Consulted Informed

Page 46: Content strategy workshop, MuseumNext 2015
Page 47: Content strategy workshop, MuseumNext 2015

Content strategic plan:

Goals Audiences

Governance Workflow

Measures of success

Page 48: Content strategy workshop, MuseumNext 2015

Measures of success

Page 49: Content strategy workshop, MuseumNext 2015

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

Page 55: Content strategy workshop, MuseumNext 2015

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

Page 59: Content strategy workshop, MuseumNext 2015

Marketing content always has revenue as its final objectives.

Evergreen content is a final destination.

Content marketing vs Content as a destination

Page 60: Content strategy workshop, MuseumNext 2015

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

Page 65: Content strategy workshop, MuseumNext 2015

Content tables

Page 66: Content strategy workshop, MuseumNext 2015

NPR’s COPE content publishing model

Create once publish everywhere

http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere?next_slideshow=1

Page 67: Content strategy workshop, MuseumNext 2015

Editorial and brand guidelines Accessibility guidelines Moderation guidelines Etc

Page 68: Content strategy workshop, MuseumNext 2015

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

Page 74: Content strategy workshop, MuseumNext 2015

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

Page 82: Content strategy workshop, MuseumNext 2015

Thank you

Tijana Tasich @teengily Conxa Rodà @innova2