healing your content process for effective results

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Healing your Content Process for Effective Results

Emily DammeyerDigital Content Manager, Children’s National Health System

Ben DillonVice President and eHealth Evangelist, Geonetric, Inc.

Ahava LeibtagPresident, Aha Media Group

Who We Are

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Who we are…

Emily DammeyerDigital Content ManagerChildren’s National Health System

@EmilyinDC

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Who we are…

Ben DillonVice PresidentGeonetric@BenAtGeo

www.Geonetric.com/Survey

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Who we are…

Ahava LeibtagPresident Aha Media Group@ahavaL

Download the first chapter for free at

www.thedigitalcrown.com

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Agenda for Today

• Strategy [Persona Workshop]• Tactics [Roles and Responsibilities Workshop]• Execution • Set KPIs• Lessons Learned• How To [Content Audit Workshop]

WELCOME!Activity

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CONTENT????

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Strategy

TacticsExecution

Strategy

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Content Strategy: Three Parts#1: External Messaging • To whom are you talking? • Who are you? • What are you trying to

say? • How do you say it? • When and where do you

say it?

#2: Internal Workflow

#3: Demands of Multi-channel Publishing

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Workflow

• Internally who is responsible for all the different phases of a content strategy?

• Plan• Create• Publish• Distribute• Analyze• Govern

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Multi-Channel Publishing

• Structured content• Adaptive content• Personalized content• Contextualized content• Semantic web• Taxonomies• Metadata• XML• DITA

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Content Strategy:

Align with business objectivesSupport users in accomplishing tasks

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Business

Goals

User Tasks

The Sweet Spot

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What’s your institutional strategy and strategic plan?

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Visions, Goals and Objectives

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How can marketing support those goals?

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What are we doing?

• Redesign and rewriting all or most of the content?

• Service line rewrites?• Rewriting certain pages because of strategic

changes?

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Who is the target audience?

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Editorial Brand StrategyExternal Messaging Questions

• To whom are you speaking?

• Who are you? • What are you trying to

say? • How do you say it? • When and where do

you say it?

Content Strategy Tools

• Personas• Identity Pillars• Messaging

Architecture• Voice/Tone• Editorial Calendar

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To Whom Are you Speaking?

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Who are you as a brand?

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Identity Pillars

Current Identity Pillars Future Identity Pillars

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Identity Pillars

Current Identity Pillars Future Identity Pillars

CHEAP

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Identity Pillars

Current Identity Pillars Future Identity Pillars

CHEAP AFFORDABLE

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What are you trying to say?

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Messaging Architecture

Current Content Pillars

Future Content Pillars

% Articulation Statement Messaging

CHEAP

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Messaging Architecture

Current Content Pillars

Future Content Pillars % Articulation Statement Messaging

CHEAP AFFORDABLE

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Messaging Architecture

Current Content Pillars

Future Content Pillars % Articulation Statement Messaging

CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.

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Messaging Architecture

Current Content Pillars

Future Content Pillars % Articulation Statement Messaging

CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.

• Our prices are consistently 20% lower than other retail chains.

• Robust coupon program

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How do you say it?

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Voice

We are:sophisticated innovative academic

friendly fun important smart innovativefunny hipster sarcastic sympathetic

empathetic awesome helpful convenient

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Voice

We are:sophisticated innovative academic

friendly fun important smart innovativefunny hipster sarcastic sympathetic

empathetic awesome helpful convenient

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Voice

We are:sophisticated innovative academic

friendly fun important smart innovativefunny hipster sarcastic sympathetic

empathetic awesome helpful convenient

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Voice

We are:sophisticated innovative academic

friendly fun important smart innovativefunny hipster sarcastic sympathetic

empathetic awesome helpful convenient

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Tone

Yes: Sound like <example>

No!: Sounds like <example>

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Activity

• Build a sketch of a persona and a journey map using your handouts.

• Find the activity at www.ahamediagroup.com/hcic

Tactics

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Content Audit

Prioritize• Start with institutional and business priorities• Create a phased approach

– Clinical Areas: Priority 1, 2, 3– Define what each Priority level “gets”

• Collect online and offline content • Determine content gaps

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Build Your Team

• Who can you tap internally?• What training do they need?• Are your branding and style guides up to date?• What external resources will you need?• Find your champions

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Identify Roles and Responsibilities

Who will:• Write• Edit• Project manage

What are our resources?• Internal (estimate conservatively)• External

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PeopleRole Definition Who?Requestors The person that requests that this piece of content be created.

Providers The sources of the factual information behind the building of the content.

Creators The creators of the content. Can be authors, videographers, graphic designers, etc.

Editors The people who make sure that the content is factually correct and follows brand and editorial guidelines.

Approvers The people who approve the content - could be legal or subject matter experts.

Publishers The people responsible for publishing the content.

Audience Engagement (Social Media) Managers

The people who manage the distribution of content on different channels and engage with the audience regarding the content.

Analyzers The people who review data regarding the content to inform the team at a later date. Remember to pick metrics that measure the right data, so you can use that to make better decisions about your entire content process.

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Process & Deadlines

Establish Content

Governan

ce

Content Analysis

Content Creatio

n

Establishing workflows

• Persona Development

• Messaging Architecture

• Identity Pillar Identification

Content Planning

Build OR clari

fy the business case

Content

Auditing

Discovery

YOU ARE

HERE

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Technology

Resource Alignment

Pages To Be: Number

Migrated As Is 350

Written 778

Re-Written 1144Total 2272

Time Estimate Hours per page

Migrated As Is 1

Re-Written 2

Staywell 1.5

Written 4

Departments 6

For written content, categorize and assign levels of effort/time. This helps to:• Show resource requirements early on• Get buy-in on priorities • Secure additional budget, if needed

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Activity

• Fill out roles and responsibilities chart• Create estimates on resources (hours/week of

internal team; timeline)

• Find the activity at: www.ahamediagroup.com/hcic

Execution

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Have a kickoff call

• All PM’s (content, design, build) understand the deadlines and side by side processes

• Appoint one general PM

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Define the best way to communicate with each person

• Don’t depend too much on project collaboration tools

• Define when an email, phone call or Basecamp message should go out

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Set up weekly meetings for content

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Clarify the process

Who will: • Keep track of the moving parts?• Schedule the interviews?• Write?• Edit?• Get clinical signoff?• Be responsible to collect and store the proof

of approvals?

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Map the process for stakeholders

• Send an email before the interview to explain the process. – Determine subject matter experts– Define approval process

• Follow Up:– Send out an email after the interview reminding the

stakeholder of next steps and deadlines– When sending the content, remind stakeholders ONLY to edit

for factual accuracy• Make sure you have a follow up email ready in a week• What happens when you don’t get any response?

Set KPIs

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What are the right KPIs?

Align with marketing objectives and determine how you can apply them to your digital properties.• Market share• Traffic • Conversions:

– Make an appointment conversions– Donations

• Trackable call volumes

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Test with your target audience(s)

Identify a target audience and think about their needs

Even with limited resources, testing is key to:• Determine where to focus• Validate what resonates• Support/defend decision making

Lessons Learned

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Set realistic deadlines

• You know your internal clients. – Are they responsive? Open to consultants? – Will they meet deadlines?

• Estimate the time commitments of your internal resources conservatively.

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Make compromises

• Do your research and have examples ready• Choose your battles• When deadlines are approaching, determine

what can wait• What can be “evergreen” that can be done

ahead?

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A note about approvals

• Show and Tell is important• Content looks different in a Word Doc than it

does on a website• Work with leadership to gain acceptance• Remember your target audience(s)

– Usability testing is key

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Think beyond written content

Do you have:• Numbers/data we could use in different ways• Images• Videos• Patient testimonials• Outcomes data• Academic publications or posters

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Plan for the next phase

• What about those lower tier priority areas? • How often will you review and update

content? • How will you “retire” content?

A ROADMAPGetting Started

THE CONTENT AUDITHow to…

MY FRIEND’S MOM BOUGHTA FLOWER SHOP.

A metaphor for the value of content strategy. Also, a true story.

How do we repeat our successes?

How do we know what success is?

Do you smell fish? I smell fish…

Why am I here?

Average Staffing Mix by Role(Core Team)

Source: Geonetric’s Digital Marketing in Healthcare Surveywww.geonetric.com/SurveyResults

AUDIT PLANEvaluating Content

What are we trying to accomplish with this audit?

Content Strategy For A Site Redesign

Inventory/Audit Decide

Content inventory

Content audit

Gap analysis

Offline content and marketing artifactsBrand identity and standardsCompetitive landscapeContent metrics

Strategic recommend

ations for new site

Recommended

information architecture for new site

Plan

What ‘counts’ as content?

What ‘counts’ as content?

Scaling a Content Audit

Three Scenarios

Overhaul • Comprehensive Audit

Strategic Shift • Reverse Audit

Ongoing Maintenance • Rolling Audit

Comprehensive Audit

When?

• Major overhaul, redesign, migration, rebrand, merger, or acquisition

Why?

• Establish accurate scope and estimate of effort• Reduce, reuse, recycle

What?

• All the things

Reverse Audit

When?

• Especially good for smaller-scale, goal oriented projects• Change (or reinvigoration) of strategic direction

Why?

• Evaluate interlinking of content• Identify content gaps and opportunities for improvement• Prioritize effort based on strategic goals

What?

• Start from impact map, match existing content (deliverables) to impacts• Audit all the relevant things

Rolling Audit

When?

• All the time! (Weekly, monthly, quarterly)

Why?

• Improve governance, consistency, accuracy, voice & tone• Prioritize review and revision

What?

• All the things. (A little at a time.)

Collaborative Audit

When?

• Best for smaller, focused audits.

Why?

• Knowledge sharing• Strategic alignment• Voice and tone

What?

• Sit down with a small team and discuss what is/isn’t working with a slice of content

Competitive/Comparative Audit

When?

• Occasionally, in combination with new strategic direction

Why?

• Improve differentiation• Identify gaps and opportunities

What?

• Apply audit criteria to competitive/comparative sites• Don’t assume that everything a competitor does is a good idea.

What data will we need?

Outcome

URL

Topic

Format

Content Owner

Audience

Call to Action

Page Views

Etc. …

Balance content X X X X X

Support new organizational goal X X X X X

Clean up outdated content X X X

Create new navigation/IA X X X

CONTENT AUDITEvaluate

Content Inventory

URLsPage Metadata

FormatLength

Web AnalyticsSocial Stats

Quantitative

Automated Inventory

Example: Content Inventoryour services - communities served http://pih.net/contentpage.asp?id=31587&fatherid=109&filegroupid=114&main=our+services&title=communities+served&page=/hospital_el/114\communities_served.htmlcommunityour services - communication http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=76&main=our+services&title=communication&page=/hospital_el/76\communication.htmlcritical careour services - contact us http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=79&main=our+services&title=contact+us&page=/hospital_el/79\contact_us.htmlcritical careour services - during your visit http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=77&main=our+services&title=during+your+visit&page=/hospital_el/77\during_your_visit.htmlcritical careour services - the critical care center http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=75&main=our+services&title=the+critical+care+center&page=/hospital_el/75\critical_care_center.htmlcritical careour services - you can comfort your loved one http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=78&main=our+services&title=you+can+comfort+your+loved+one&page=/hospital_el/78\comfort_your_loved_one.htmlcritical careour services - contact us http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=85&main=our+services&title=contact+us&page=/hospital_el/85\contact_us.htmldiabetesour services - diabetes education center http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=81&main=our+services&title=diabetes+education+center&page=/hospital_el/81\diabetes_education_nutrition_main.htmldiabetesour services - location http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=82&main=our+services&title=location&page=/hospital_el/82\our_location.htmldiabetesour services - programs http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=83&main=our+services&title=programs&page=/hospital_el/83\diabetes_education_center_programs.htmldiabetesour services - register for classes http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=84&main=our+services&title=register+for+classes&page=/hospital_el/84\register_for_classes.htmldiabetesour services - tips and links http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=86&main=our+services&title=tips+and+links&page=/hospital_el/86\links.htmldiabetesour services - disaster preparedness http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=713&main=our+services&title=disaster+preparedness&page=/hospital_el/713\disasterpreparedness.htmldisaster resource centerour services - accreditations http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=90&main=our+services&title=accreditations&page=/hospital_el/90\accreditations.htmlemergencyour services - contact us http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=95&main=our+services&title=contact+us&page=/hospital_el/95\contact_us.htmlemergencyour services - meet the care team http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=93&main=our+services&title=meet+the+care+team&page=/hospital_el/93\care_team.htmlemergencyour services - our technology http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=91&main=our+services&title=our+technology&page=/hospital_el/91\our_technology.htmlemergencyour services - patient satisfaction http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=94&main=our+services&title=patient+satisfaction&page=/hospital_el/94\patient_satisfaction.htmlemergencyour services - r%2ec%2e baker foundation emergency departmenthttp://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=89&main=our+services&title=r%2ec%2e+baker+foundation+emergency+department&page=/hospital_el/89\emergency_services_main.htmlemergencyour services - r.c. baker foundation emergency departmenthttp://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=89&main=our+services&title=r.c.+baker+foundation+emergency+department&page=/hospital_el/89\emergency_services_main.htmlemergencyour services - s%2et%2ee%2em%2ei%2e receiving centerhttp://pih.net/contentpage.asp?id=31587&fatherid=99&filegroupid=102&main=our+services&title=s%2et%2ee%2em%2ei%2e+receiving+center&page=/hospital_el/102\stemi_receiving_center.htmlemergencyour services - what to expect http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=92&main=our+services&title=what+to+expect&page=/hospital_el/92\what_to_expect.htmlemergencyeye care - about us http://pih.net/contentpage.asp?id=31587&fatherid=753&filegroupid=755&main=eye+care&title=about+us&page=/hospital_el/755\about-useye care

Automated Inventory

Content Audit

SubjectAudience

Owner / SMEMessaging

Call to ActionContent Quality

Quantitative Qualitative

URLPage Metadata

FormatLength

Web AnalyticsSocial Stats

Content Auditing

Content Quality

So what?No call to action Useful & Relevant Clear purpose

Actionable, timely

ErrorsPoor readability Clear & Accurate Factually correct

Plain language

‘Coming soon…’Missing information Complete All info provided

Related info linked

Poor usabilityHarmful SEO factors Usable & Findable

Follows SEO guidelinesClear navigation and

cross-linking

‘Fake’ or ‘sales-y’ Influential & Engaging

Worth sharingBest format

Wrong voiceInappropriate tone Voice & Tone On-brand

Authentic, empathetic

Example: Lack of User Focus

Example: User-Centric

Example: Weak Value Proposition

Example: Clear Value Proposition

Item-level Decisions

Placement

Keep in placeMove / migrateMerge with other contentSplit into separate pagesDelete

Editing

No edits ProofreadReviseRewrite from scratchCreate new content

Site-wide Decisions

BalanceSubjectsAudience / StageContent Type

EnhancementsContent QualityMessagingNew ContentFormat

Structure NavigationLinking Strategies

Priorities Problem AreasUnderperforming Content

GovernanceWorkflowsReview / MaintenanceScope

User Experience (UX)

• Create websites and Web-based experiences that provide information and functionality to help users reach their goals

• Deliver delightful user-centered experiences through integrated content, design, navigation, functionality

• You’re not creating a website; you’re creating a brand, which is a relationship, a feeling.

Most Common Content Recommendations

• Condense pages to those most meaningful to users

• Focus content around user needs and benefits• Develop and promote content related to

services• Include trackable calls-to-action tied to goals• Integrate related content dynamically• Convert PDFs to secure online forms

CONTENT AUDITActivity

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Thank you!