The document discusses the challenges of website migrations and provides recommendations for a successful content migration strategy. It recommends (1) understanding that a content management system (CMS) is a tool, not a strategy on its own, (2) conducting an audit to understand existing content and user behavior, and (3) making the whole team accountable for content success through training, roles, and reporting. The key is to keep the strategy simple, start the migration, evaluate outcomes, and iterate based on learnings.
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There Is No "Easy Button" - Why You Need a Content Strategy
1. There Is No “Easy Button”
A Content Migration Strategy Story
Dan Haggerty, Manager of Digital Analytics, PBS
@danhaggerty
Brent Slane, Webmaster, Ozarks Public Television
@brentslane
Melanie Phung, Director of New Media, PBS
@melaniephung
14. Our Objective:
To design and
to help stations fully unlock the
potential of their Bento site migration
15.
16. What We Delivered
• Content Inventory and Audit
• Digital Measurement Model
• Google Analytics Dashboard
• Content Opportunity Research
• User Behavior Insights
• New Sitemap
• Content Workflow and Governance
18. What We Learned
• A CMS is not magic
• You have to understand your content
• The team must be accountable
• Keep it simple, get started, evaluate, iterate
39. Crazy Egg shows you
heatmaps
of user click behavior
What are people clicking on?
What are people not clicking on?
40. What Can Your Content Do?
• Super-serve your core audience
• Reach new audiences
• Expose visitors to your unique resources
• Build community around specific interests
41. OPTV Found Opportunity
to Focus on Local Content
Google’s AdWords Keyword Tool shows you
what search engine users are looking for!
42. We Reorganized Content to
Better Serve Users and Station Goals
For Kids Events
Home
Programs Local Focus Explore the
TV schedule Watch Video Support OPTV About OPTV
A to Z /OPTV Originals Ozarks
OzarksWatch
The War Ozarks Music Donate
Video Magazine
Benefits of
National Parks Jeff City Journal Ozarks History
Membership
Sense of
Community Ozarks Sports Thank You Gifts
Racing in the
Ozarks Nature TeleAuction
Ozarks
Route 66
53. Understanding your content, its
purpose, and its audience
allows you to:
Promote content effectively
Serve your audience better
Keep focused on your goals
Do more of what works
54. Understanding your content, its
purpose, and its audience
allows you to:
Promote content effectively
Serve your audience better
Keep focused on your goals
Do more of what works
55. Understanding your content, its
purpose, and its audience
allows you to:
Promote content effectively
Serve your audience better
Keep focused on your goals
Do more of what works
56. Understanding your content, its
purpose, and its audience
allows you to:
Promote content effectively
Serve your audience better
Keep focused on your goals
Do more of what works
68. 4 “Easy” Steps for Success
• Realize your CMS is not magic
• Work to understand your content
• Make the whole team accountable
• Keep it simple, get started, evaluate, iterate
69. Thank You!
Dan Haggerty, Manager of Digital Analytics, PBS
@danhaggerty
Brent Slane, Webmaster, Ozarks Public Television
@brentslane
Melanie Phung, Director of New Media, PBS
@melaniephung