#twbdigital
Getting content right from the inside
Today:
Insight
Experience
Sharing #twbdigital
3 steps to getting your content right
“Why, everyone knows that the container and what you put in the container aren’t the same thing.”
Karen McGrane, A List Apart
don’t they?
discovery
- research your audience
- how do they see your value proposition?
- does your content meet their ‘real’ needs?
- what will motivate them to return?
- develop task-based personas
Get some hard factsWho are you writing for?
- keep a running assessment
- feed in analytics data
- grade against digital copywriting best practice
- think Top Tasks and be brutal!
Audit: ContentDon’t wait for the re-design
- content editors; producers; digital team
- commissioners; specialist or expert contributors
- team managers; department heads; SMT
- HR director
Audit: PeopleSpeak with...
- workflow pain points; capacity issues
- content tools being used; consistency
- skills gaps; areas of individual specialism
- training needs; opportunities to knowledge share
- digital objectives; attitude to digital culture; literacy
Audit: ProcessExplore...
way forward
- principles
- alignment (internal)
- alignment (with core organisational objectives)
- show, don’t tell
Content manifestoAgree & commit to a mission
- align to audience (task & conversion)
- assign to owner
- prioritise: essential; informative; ancillary
Content mappingLinked to site architecture
- centralised
- devolved/distributed
- hybrid
- transition plan
Content workflowExplore different models
- ToV, copywriting & rich media creation
- editorial staff directory
- content calendars
- briefing template (for content commissioning)
- KPI’s
Content frameworkTools & guidelines
all aboard!
- create a content advisory board
- commit to a workflow, then endorse it!
- internal comms plans to ensure consistency
- regular briefings to senior management
- ongoing capacity planning and assessment
GovernanceInfluencing cultural change
- commitment to the new strategy
- practical guidelines (a new content bible)
- resource reality - can ‘everything’ be re-written now?
- in-house training and development plans
- skill & knowledge sharing (lunch & learns)
Staff engagementInternal education & training
GovernanceWorkflow
SubstanceStructure
get this right and the restwill follow...
any questions?
- Luke Chaput: KnowHow NonProfit
- Alastair Lee: Time Out
- group exercise: What are the key challenges you’re facing within your organisation today?
- and please keep the conversation going:www.togetherwerebetter.org.uk/forum
What’s next?Case studies & discussion
