Can content strategy help save lives?

CAN CONTENT STRATEGY HELP SAVE LIVES?MAKING THE ORGANISATIONAL CASE FOR USER CENTRICITY AND INTEGRATION

How did I get here?

– 10 years doing the science bit

– A stint at the Science Museum

– 10 years doing the comms thing

– 10 months as a Content Strategy Specialist in our new Digital team

www.cancerresearchuk.org


Planners

Specialists

Partners & Ops

Production

UXContent StrategySearchClassificationMarketingAnalytics

The cancer context

– Over 300,000 people are diagnosed with cancer each year in the UK

– More than 1 in 3 people develop some form of cancer during their lifetime

– Cancer causes 1 in 4 deaths in the UK

– There are over 200 different types of cancer


The good news


WE PIONEER

LIFE-SAVING RESEARCH

...to bring forward the day

when all cancers are cured

In 2011/2012 our inspiring supporters raised £438 million

We receive no government funding and spend 80p in every £1 on our work to beat cancer


In 2011/2012 we spent £332 million on research

We fund over half the UK’s cancer research, supporting over 4000 scientists and doctors in institutes, hospitals and universities


We don’t just do research

We help millions of people get the information they need to understand cancer

We run awareness initiatives so that cancer can be detected earlier and to help people reduce their risk of the disease

We campaign on key cancer issues like access to drugs, screening and reducing the use of tobacco



A courageous spirit drives us all forward.

To save more lives; to add years; to make treatments kinder; to inform, prevent; to expel fear and to cure; the only ones fighting over 200 cancers.

And every step we make towards accomplishing these goals relies on every pound, every hour, and every person. One collective, united with a common goal, our science holds the solution.

Our brand challenge: to save more lives by preventing, controlling and curing cancer


STATE THE CHALLENGE

1

We spelled out the problems...

– Fragmented websites, silo’d processes, variable editorial rigour and oversight, lack of joined up content planning

– Confusing user journeys and duplicated content

– Tactical, product based solutions

– Lack of agreed web governance

– Declining audience and sub-optimal search ranking

– Static, text-heavy websites, no ability to deliver dynamic content

– Lack of consistency


Internal politics ruin user experience


Our ambition is to deliver the best digital presence for beating cancer in the world


From this... to this...

+++ microsites

We built the business case collaboratively, based it on evidence and articulated clear aims...


– Increased income and share of audience

– Improved user experience

– Improved content governance and publishing processes

A FRESH PERSPECTIVE

2

Understanding users and goals


– 41 stakeholder interviews

– analytics review

– persona development

– stakeholder workshops to develop IA

– prototype development

– hundreds of tasks tested with over 100 representative users

Meet Linda, Sally, Josh, Milly and Richard


Patient Lindawants

• Information because of a cancer diagnosis (herself or another) to help understand, makedecisions & manage the condition• Information to find out if she or her family has a symptom or is at risk, and if so what can they do about it

We want

Linda to

• Easily find the information she requires and comprehend it easily• Make lifestyle choices that will reduce her risk and encourage others to do the same• See a doctor if she notices a symptom• Be aware of our clinical trials offering• Consider supporting us and our work

SupporterSally wants

• To support a cancer charity because she has been affected by cancer in a personal way and wants to ‘do something’• To find a way of giving her support in a way that suits her lifestyle• To know that her support will be appreciated and will make as much of a difference as possible

We want Sally to

• Support us in some way• Give us her contact details so we can get in touch if she isn’t ready to support now• Know about the lifestyle choices she can make to reduce her risk of cancer and make others aware of this too

Citizen journalist

Joshwants

• Facts, insights and authoritative opinion to use in his writing about cancer to give him authority on the subject

We want Josh to

• Write accurately about cancer• Build our brand through his writing

Job-seekerMillywants

• To make some decisions about her career andneeds information• To see current job opportunities that are relevant to her situation

We want Milly

to

• Find and apply for a paid or unpaid role that is relevant to her skill set and situation

Researcher Richardwants

• Funding for his research• Understand what CR-UK is funding• See what his peers are doing in similar areas of research

We want Richard to

• Apply for appropriate grant(s) • Keep updated on current research and new initiatives

Mas

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Nic

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An intuitive, unified website structure that supports top task completion for our users and is effective for our organisation



Wherever users are on cruk.org, they are never more than one click away from valuable content


Rebrand and menu implemented on mobile rendered sites


CONTENT COMES FIRST

3

How is contentorganised, prioritised

displayed, communicated?

What content do we needand why?

What messagesmust the content convey?

How are decisions about content and

content strategy made?How do we change content?

What processes, tools and people do we need to launch

successful content? And how do we maintain quality?

What will the content do for our users and for CR-UK?

http://blog.braintraffic.com/2011/03/brain_traffic_lands_quad/


Tell anyone who will listen that content is a continuous process


Show how good content drives engagementhttp://seogadget.com/


Finding a repeatable process, and making it better each time we do it.


– Everything is linked to the personas

– Mapping user goals to organisational goals and asking what the content requirements are to support both

– Auditing: what have we got, where is it, is it any good, do we still need it?

– Relentlessly going after duplication

– Setting measures of success

– Being prepared to challenge the status quo




I have a symptom that I want to know more about – e.g. blood in pee

I have a symptom that I think is associated with cancer and I want to find out more about symptoms of the cancer

I am a healthcare professional looking for information on a cancer symptom

I am a cancer patient and I want to know more about symptoms of my cancer




http://www.standuptocancer.org.uk/

Nicola O’Connor

Cancer Research UK

0203 469 8478

[email protected]

@oconnor71

cruk.orgThank you

mailto:[email protected]

mailto:[email protected]

Can content strategy help save lives?

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