Slides from the Content Strategy Workshop delivered by Tijana Tasich (and prepared by Tijana Tasich and Conxa Roda) for the Museums and the Web 2015 conference
2. Conxa was here!!!
To make you think about content+strategy
To walk you through content strategy ingredients
To offer inspiration for content creation
To introduce you to strategic content planning and creation tools
To exchange ideas with you and generally have a nice, quality time
By the end of it, we would all be speaking a common language
I wish…
3. ’Getting the right content to the
right user at the right time
through strategic planning of
content creation, delivery, and
governance.’
Content Strategy Alliance
4. ’Content strategy plans for the
creation, publication and governance
of useful, usable content.’
Kristina Halvorson
12. ’Getting the right content to the
right user at the right time through
strategic planning of content
creation, delivery, and governance.’
Content Strategy Alliance
13. ’Getting the right content to the
right user at the right time through
strategic planning of content
creation, delivery, and governance.’
Content Strategy Alliance
14. ’Getting the right content to the
right user at the right time through
strategic planning of content
creation, delivery, and governance.’
Content Strategy Alliance
15. ’Getting the right content to the
right user at the right time through
strategic planning of content
creation, delivery, and governance.’
Content Strategy Alliance
16. ’Getting the right content to the
right user at the right time through
strategic planning of content
creation, delivery, and governance.’
Content Strategy Alliance
20. ’Getting the right content to the
right user at the right time through
strategic planning of content
creation, delivery, and governance.’
Content Strategy Alliance
29. ’Getting the right content to
the right user at the right
time through strategic
planning of content creation,
delivery, and governance.’
Content Strategy Alliance
30. ’Getting the right content to the
right user at the right time through
strategic planning of content
creation, delivery, and governance.’
Content Strategy Alliance
31. ’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
35. Evergreen content
= SEO content
Biographies
Glossaries
Research papers
Exhibition and collection
information
Interviews
Guides
36. This is NOT
evergreen content
Press releases
News articles
Seasonal content
Trendy content
Statistics
37. Marketing content always has
revenue as its final objectives.
Evergreen content is a final
destination.
Content marketing vs
Content as a destination
40. Metadata as content
Content which describes and categorises
content and objects
Comes in these formats: fields and values
Key to content findability by applications
41. Dublin Core model for content
management
Title
Creator
Subject
Description
Publisher
Contributor
Date
Type
Format
Identifier
Source
Language
Relation
Coverage
Rights
72. Content and channel audit
and gap analysis
What content have you already
got and what you need to
produce?
Content inventory per channel:
a list of all content resources
82. 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 history
Programme 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
93. Final word of advice:
Know your organisation and audiences
Create content for YOUR audiences that delivers on
organisational objectives
Find your niche
Keep content useful, useable, engaging, consistent
Promote your content
Analyse your content
