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The Content Lifecycle
(February 2016)
Content is hard work
“A series of stages through which something (as an individual, culture, or manufactured product) passes during its lifetime” - Source: merriam-webster.com
Content lifecycles
Content lifecycles
Sub cycles of lifecycle stages
“It is less important what the stages are called and more important that the practitioner have a unified process for managing the entirety of the lifecycle.” - The Language of Content Strategy
“Recognising a content lifecycle means recognising that the business of creating and publishing content follows a recognisable, predictable, repeatable process” - Rahel Bailie
Strategy &
Planning
Measure-ment Publishing
ProductionRefinement
5 core stages of any content lifecycle
1. Strategy & Planning
1. Strategy & Planning
What happens when you don’t give content the attention it needs and deserves?
★ You have to change the design to fit the content★ Content is ‘cut and shut’ to fit design★ The site lives in limbo whilst you wait for contents
1. Strategy & Planning
The Core Model:
★
★★
★
★
★
★★
Business Goals s
User Needs
1. Strategy & Planning
Content Audits and Inventories:
★ Inventory - spreadsheet accounting for all content on site★ Audit - Review of your content and recommendations★ Must read - Content Audits and Inventories: A Handbook
1. Strategy & Planning
Scaling Content Strategy to suit different budgets:
Inventory:★ Pick a section of site rather than complete site★ Or use a tool to remove manual work
Audit:★ Priority section. ROT Assessment (redundant, outdated,
trivial)★ Entire site, start matching to business goals
1. Strategy & Planning
Understanding Your Audience:
★ Difference between knowing and understanding★ All audience insights allow you to make informed decisions★ Validate assumptions or gain new learnings★ Move from top-level stats to needs, behaviours, motivations★ Audience cycle, like all others, is perpetual
1. Strategy & Planning
Content Style Guides:
★ Authentic and consistent voice and tone★ All content output is communicated effectively★ Helps when lots of people producing content★ Disseminate the guidelines so they are actually used★ Head start - http://styleguide.mailchimp.com/
Strategy and Planning Recap:
★ Strategy first, avoid 3 risks of ignoring content★ The core model★ Content audits and inventories★ Scaling content strategy practices to suit budgets★ Strive to understand your audience★ Create a content style guide
1. Strategy & Planning
2. Production
A Typical Content Production Process(for website content)
2. Production
2. Production
Establish a Clear Workflow:
★ What stages do you need? ★ Who is responsible for each stage?★ Are the stages linear or fluid?
2. Production
2. Production
Effective Content Collaboration:
★ Define roles (copywriter, editor, etc)★ Confirm responsibilities (approval, editing, production)★ Communicate where they fit into the workflow★ Ensure there’s an effective way to provide feedback★ Manage expectations - what is due and by when
2. Production
Other Considerations:
★ SEO/Meta titles and tags★ Enforcing content style guide★ Tagging and categories★ Technology★ Accessibility★ Maintenance/Governance
2. Production
Proto-content:
★ Existing content★ Competitor content★ Write your own content★ Draft content★ Commission sample content
2. Production
Pair-writing:
★ Two people sit together to write★ Content specialists collaborate with stakeholders★ Speeds up production and publishing process★ Guarantees input from subject matter experts
Content Production Recap:
★ Content production processes are resource heavy★ Establishing a clear workflow★ Achieve effective content collaboration★ Tip 1: Proto content★ Tip 2: Pair writing
2. Production
3. Publishing
3. Publishing
Editorial Calendars:
★ Plan what is being published and when★ Allows you to ‘stuff the pipeline’★ Who, what and when★ Measure resource needed and what impact increasing
frequency will have★ Visual overview
3. Publishing
Technology Requirements:
★ What do you need to get the content published?★ Important to involve devs in the content process (asap!)★ Who is responsible for publishing? (do they need training?)d
3. Publishing
Testing Content:
★ Links to measurement section of lifecycle★ User testing/observation★ A/B testing
3. Publishing
Content Promotion:
★ Content isn’t ‘done’ once published★ Needs to reach the desired audience(s)★ Start of the maintenance/governance phase
Publishing Recap:
★ Editorial calendars★ Technology requirements★ Testing content★ Content promotion/marketing
3. Publishing
4. Measurement
4. Measurement
Is Your Content Working?
★ Define what you want to measure and how★ Did it achieve desired result? E.g. fewer support tickets★ Tools and data★ Engagement (social)★ Frequency of measurement, how long after publishing★ Before/after. What can you learn?★ Disseminate findings
5. Refinement
5. Refinement
What Are You Refining?
★ Content or strategy?
5. Refinement
Action the insights:
★ Spectrum: copy tweaks to adding/removing sections★ Content inventory - living document, record actions here★ Measure the refined/changed content (repeat as needed)
5. Refinement
Maintenance and Governance:
★ Not necessarily based on measurement insights★ Plan for on-going content production★ Putting a new site live is just the beginning★ What resources are needed post-launch?★ New/different workflow/roles and responsibilities
“Reassessing your strategy regularly is important, especially as your business model or priorities change, new competitors come on the scene, or your target audience shifts.” - Meghan Casey, The Content Strategy Toolkit
★
The content lifecycle is perpetual. Plan, produce, publish. Review, refine and repeat. Content is never ‘done’.
Strategy &
Planning
Measure-ment Publishing
ProductionRefinement
5 core stages of any content lifecycle
★ Powerlifting Ant
http://www.successpraxis.com/wp-content/uploads/2015/12/The-Benefits-of-Hard-Work.jpg
★ Spirograph
http://b.fastcompany.net/multisite_files/fastcompany/poster/2014/12/3039458-poster-p-1-play-with-this-virtual-spirograph-instead-of-working.jpg
★ Jurassic World Map
http://www.jurassicworld.com/park-map/
★ Jurassic Park Hatching
http://www.buzzfeed.com/kellyoakes/life-finds-a-way
★ Jurassic Park: T-Rex Print
http://blog.phdvirtual.com/recovery-heroes-joe-steve-from-dupaco-community-credit-union/
★ Evolution Chart
http://uncyclopedia.wikia.com/wiki/UnNews:Humans_evolved_from_dinosaurs
★ Dinosaur Size Chart http://jurassiraptor.tumblr.com/post/108426171532/the-dinosaur-size-chart-on-
jurassicworldcom-had
Image credits:
Thank you.
Robert MillsContent Strategist, GatherContent@RobertMills [email protected]
Slides – http://bit.ly/1m8chBp
Resources – http://bit.ly/1nZ1Ph8
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