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THE FUTURE
IS CONTENT
CONTENT STRATEGY FOR LIBRARY WEBSITES	
  
Hilary	
  Marsh,	
  Content	
  Company 	
  	
   LACONI	
  workshop,	
  September	
  20,	
  2013 	
  	
  
INTRODUCTIONS
NAME
LIBRARY
DEPARTMENT	
  
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”	
  
They’re	
  about	
  	
  
•  process	
  
•  ownership	
  
•  collaboraHon	
  
•  mutual	
  understanding	
  (or	
  lack	
  thereof)	
  
BUSINESS CHALLENGES
•  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
WHAT IS
CONTENT
STRATEGY?
WHAT IS
CONTENT
STRATEGY?
HOW I DEFINE CONTENT STRATEGY
WHO
WHAT
WHEN OF PUBLISHING
WHERE CONTENT
WHY
HOW
HOW I DEFINE CONTENT STRATEGY
A STRATEGIC STATEMENT
TYING CONTENT
(AND COMMUNICATION)
TO BUSINESS
HOW I DEFINE CONTENT STRATEGY
AND THE PEOPLE,
PROCESSES, AND POWER
TO EXECUTE THAT
STATEMENT
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	
  
http://www.richardingram.co.uk
CONTENT
STRATEGIST AS
ORCHESTRA
CONDUCTOR
WHAT IS “CONTENT”?
•  BOOK REVIEWS
•  EVENT ANNOUNCEMENTS
•  PROGRAM INFORMATION
•  BIOS
•  INSTRUCTIONS
•  MAP
EXERCISE
Source: http://xkcd.com/773
YOU ARE NOT ALONE
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?
CREATING AUDIENCE-
FOCUSED CONTENT
PROCESS
USAGEAWARENESS VISITS
1. KNOW THE
BUSINESS GOALS
FINDABLEUSABLE USEFUL
2. KNOW THE
CONTENT GOALS
PRIORITIZE
CREATE
PERSONAS
LIST
3. UNDERSTAND THE
AUDIENCE
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	
   	
  	
  
PERSONAS
PERSONAS
USAGE
ALIGNMENT
WITH
VISION
4. ASSESS YOUR CONTENT
BASED ON….	
  
AGE
DELETE
ARCHIVE REWRITE
KEEP
CONTENT DECISIONS
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
CONTENT AUDIT
WHO CAN
PUBLISH
DIRECTLY?
WHO CAN
SAY “NO”?
WHO
WRITES
WHAT?
WHO CAN
POST ON
SOCIAL MEDIA?
WORKFLOWS
ROLES &
RESPONSIBILITIES
5. GOVERNANCE
WORKFLOWS
http://www.cnn.com/EVENTS/1996/anniversary/how.things.work/index2.html
	
  
WORKFLOWS
VOICE
AND
TONE
TRAINING
EXAMPLES
ONGOING
EDUCATION
EDITORIAL
STYLE
6. ESTABLISH STANDARDS
WRITING
WRITING
•  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
KEY
PAGES
NEWSLETTERS
FACEBOOK TWITTER
HOME
PAGE
7. EDITORIAL CALENDAR
ETC.	
  
LIFECYCLE
Review	
  every	
  page	
  at	
  least	
  once	
  a	
  year	
  (set	
  by	
  type	
  or	
  secHon)	
  
Create	
  
Review	
  
Publish	
  
Promote	
  
Revisit	
  
8. MEASURE & REVISE
ETC.	
  
SOME METRICS
ARLINGTON HEIGHTS, JULY 14 – AUGUST 13, 2013
	
  
Visits	
  by	
  device	
  
Desktop	
  
Tablet	
  
Mobile	
  
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	
  
TODAY
WHO’S DOING IT
WELL?
http://www.nypl.org
	
  
http://www.bcls.lib.nj.us/
	
  
http://www.carnegielibrary.org/
	
  
http://www.ahml.info/
	
  
http://www.bensenville.lib.il.us/
	
  
WHO’S NOT?
http://www.dixie.lib.ms.us/
	
  
http://sheppardlibrary.org/home
	
  
http://www.co.davidson.nc.us/library/
	
  
INFORMATION
ARCHITECTURE
“NO ONE CARES ABOUT
YOUR ORG CHART” —LOU
ROSENFELD	
  
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/
	
  
TOMORROW
PEOPLE STORIES
http://www.skokiestories.org
	
  
PEOPLE STORIES
http://libraryyou.escondido.org/
	
  
VIDEO
http://www.youtube.com/watch?v=Ya7qVSWz01c
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	
  

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