Conxa Rodà @innova2 Tijana Tasich @teengily
#MuseumNext #contentstrategy
Museum content strategy
Which way to go?
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…
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
’Content strategy plans for the creation, publication and governance of useful, usable content.’
Kristina Halvorson
Bill Gates, 1996
Copyright: Mark Smiciklas, based on Chris Brogan
Is this a piece of content?
Copyright: Imperial War Museum, London, UK
Content is UX UX is content
‘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
But one thing is certain…
A million $ question: What makes a successful content strategy?
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
Image credit: Conxa Rodà
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
Motivations for visits to museums and galleries
Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013
Engagement with content before/during/after a visit
Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013
Content accessed/activities before a visit
Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013
Content accessed/activities during a visit
Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013
Content accessed/activities after a visit
Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013
Engagement with content during a visit
Mobile Audience Research, The National Gallery, Imperial War Museums, Tate, 2013
If you knew all this about your audiences, how would that influence your plans for creation, distribution and promotion of content?
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
’Getting the right content to the right user at the right time through strategic planning of content creation, delivery, and governance.’
Content Strategy Alliance
’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
’Contentitis' Salma Jafri
A walkthrough content strategy
elements
Plan Analyse Create
Communicate Evaluate
CONTENT
Source: Salma Jaffri, http://searchenginewatch.com/article/2355255/The-Virtuous-Content-Cycle-How-to-Strategize-Structure-Systemize-Content
Plan Analyse Create
Communicate Evaluate
CONTENT
Content strategic plan:
Goals Audiences
Governance Workflow
Measures of success
Content strategic plan:
Goals Audiences
Governance Workflow
Measures of success
Content strategic plan:
Goals Audiences
Governance Workflow
Measures of success
Tate’s website audience segmentation 2014
Content strategic plan:
Goals Audiences
Governance Workflow
Measures of success
Content strategic plan:
Goals Audiences
Governance Workflow
Measures of success
Workflow: roles and responsiblities for tasks
who, what, where, when will create, sign off, publish, distribute, measure, maintain, remove, moderate, design, promote content
Content workflow Create Review Revise Sign off Publish Evaluate Maintain
RACI model
Responsible Accountable Consulted Informed
Content strategic plan:
Goals Audiences
Governance Workflow
Measures of success
Measures of success
Plan Analyse Create
Communicate Evaluate
CONTENT
Content audit
What content have you already got?
Content inventory per channel: a list of all content resources
Content gap analysis
What content is missing to achieve your goal?
Plan Analyse Create
Communicate Evaluate
CONTENT
Useful and relevant content
Look at longtail keywords to find topics of interest to your audiences
MoSCoW method
Image source:http://www2.mokabyte.it/cms/article.run?permalink=mb186_AgileGamification-4
Evergreen content = SEO content Biographies Glossaries Research papers Exhibition and collection information Interviews Guides
Evergreen content How to… Timelines… Top ten… Who was… What is… Top tips… DIY guide to… Storytelling…
This is NOT evergreen content
Press releases News articles Seasonal content Trendy content Statistics
Marketing content always has revenue as its final objectives.
Evergreen content is a final destination.
Content marketing vs Content as a destination
Accessible content
Multi-format content
Platform-tailored content
Find your niche
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
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Content tables
NPR’s COPE content publishing model
Create once publish everywhere
http://www.slideshare.net/zachbrand/npr-api-create-once-publish-everywhere?next_slideshow=1
Editorial and brand guidelines Accessibility guidelines Moderation guidelines Etc
Plan Analyse Create
Communicate Evaluate
CONTENT
Tate St Ives’ campaign communication plan
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
Plan Analyse Create
Communicate Evaluate
CONTENT
Plan Analyse Create
Communicate Evaluate
CONTENT
Current trends & inspiration
Editorial content
User-generated content: Tate Collectives GIF party
Acknowledging user’s contributions
Metadata as content Content which describes and categorises content and objects
Comes in these formats: fields and values
Key to content findability by applications
Digital storytelling
Viral content
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
Build content strategy that is achievable and sustainable
Thank you
Tijana Tasich @teengily Conxa Rodà @innova2