Our senior strategist Blaine Kyllo will share his expertise on content strategy for intranets next week at the 2018 E Source Forum. Blaine will present his recent work for our long-time client BC Hydro, along with the utility company’s Customer Experience Program Manager Kari Baker and Manager of Business Innovations and Operations Customer Service Ken Bell.
If you’re ready to start making evidence-based content decisions you probably feel excited but also a bit overwhelmed. It can seem daunting to not only get the information you need from audience research, but also to figure out what to do with it.
Making evidence-based content decisions comes down to combining what you know about your particular audiences with best practices for content.
There are two distinct types of content strategy projects. Some are relevant to all areas of your content. We call these foundational content strategy projects. Others are relevant only to specific audiences, purposes, or moments in time. These are discrete content strategy projects.
Sometimes, your content team will be met with resistance when trying to remove content from your organization’s website. And certainly, there are some types of content that will need to stay. But a lot of “required” regulatory content isn’t actually required at all.
Migration audits are a great way to take stock of your content, decide what to keep, and get an idea of how much work you’ll need to do before and after the migration. It might sound tedious, but the more effort you put in during the migration audit, the less work you will need to put in later on.
We’ve previously talked about four meaningful ways to measure content. Recall that defining success metrics falls under the strategize and ideate stage of content lifecycle, and that your content strategy working group can discuss and define them together. Here we’ll dig a little deeper and talk about defining key performance indicators (KPIs) for each area of measurement.
Regularly adjusting your social strategy is good for your audiences and your organization. Put a bit of time into monitoring and measuring your activities on social media to enable your digital team to focus on content that’s relevant, effective, and engaging.
CTAs can be powerful little pieces of content, but they’re often not as strong as they could be, due to a lack of user-focus, or poor word choice, visuals, or location.
Here’s what we recommend to make sure you make the most of your CTAs.
Sometimes going completely digital with your content can seem too far. And that may be true, depending on what industry you’re in and what your audiences want. Sometimes it makes sense to keep producing those print brochures or PDF reports. But how do you know?
The type of governance model you choose is even more important to your content development processes, your content teams, and the quality of your content.
There are always decisions to be made about content. What content is needed? Who’s the audience? What’s the best format and channel? What’s the purpose? What’s the voice and style? What constitutes success? What’s the approval process?
Content governance determines who makes those decisions.
In the first stage of the content lifecycle, content teams determine how content can drive business goals. This includes a clear understanding of the goals of your company, awareness of audience needs, and – importantly – a whiteboard full of content ideas.
While it may be easier to come up with company-focused topics, content teams should really be trying to create content for audiences. What do your customers or clients care about? What do they want to know?
When you clearly define and communicate success metrics, you can help everyone work towards a common goal, ensure that content goals support your larger strategic objectives, and feel confident that your content will continue to evolve towards being a significant and impactful asset for your company.
Who do you need on your content team? Is it more important to cover every skillset with experts, or to focus on the most common tasks? We look to two content-focused industries to learn what works: media and technical communications.