a presentation by

February 6, 2014

Kate Eyler-Werve @mightybytes

Content Strategy & Metrics Model

���1

���2

Introducing MightybytesMightybytes is a full-service creative firm for conscious companies. We do everything from branding and content strategy to web design and software development.

Library Content Strategy: The Challenge

���3

Multiple Audiences Range of Resources

+ =360+

Website Pages

Infinite options!

���4

Organization Mission Statement

Organizational Objectives

Target Audience

Content Calls to Action

Content Hypothesis

Content Findability

Key Performance Indicators

Targets

Segments

Our Boss Content Strategy Model: The Solution

Today’s Adventure!

���5

Using strategy and metrics to tame content bloat with our handy, dandy model. !

• Solving common content strategy problems

• The model in the wild (with several fascinating detours)

• The one true trick to developing a content strategy

Adapted from Kaushik’s Digital Marketing and Measurement Model

���6

=

Avinash Kaushik blogs at www.kaushik.net and is the Ryan Gosling of Digital Metrics.

Hey girl, your happiness is our key performance indicator.

a presentation by

What problems does this model solve?

���7

Phase 1: Strategy

���8

Build a shared understanding across the team on: • Goals • Performance • Process

���9

Phase 2: Creation

4

Make the links between strategy, content and metrics explicit. !

Identify how your content will be found.

Phase 3: Promotion

���10

Phase 4: Measuring Impact

���116

Make data-based decisions on cutting and expanding content. !

!

4

a presentation by

Content Strategy & Metrics Model

���12

���13

Step 1: Identifying Organizational Objectives

6

Key Question: What are the organizational objectives you can advance through your content? !!!!

!!

5

Increase use of job search

resources

Increase event registration

Increase circulation

Canterlot Library Working Model

���14

Canterlot Public Library Our mission is to give access to ideas in various media.

Organizational Objective

Support parents to encourage a love of reading and learning in their children

���15

Step 2: Identifying the Target Audience

6

Key Question: What audience do you want to reach? !!!!

!!

5

Good Examples: • Teens !

• Teachers !

• Small business owners

Bad Example: • Community leaders

Canterlot Library Working Model

���16

Canterlot Public Library Our mission is to give access to ideas in various media.

Organizational Objective

Support parents to encourage a love of reading and learning in their children

Target Audience Parents with small children

���17

Step 3: Identifying the Call to Action

6

Key Question: What action do you want your audience to take as a result of your content? !!!!

!!

5

Canterlot Library Working Model

���18

Canterlot Public Library Our mission is to give access to ideas in various media.

Organizational Objective

Support parents to encourage a love of reading and learning in their children

Target Audience Parents with small children

Call to Action “Put a book on hold”

���19

Step 4: Make a Content Hypothesis

6

Key Question: What kind of content do we think will prompt our target audience to complete our call to action? !!!!!

!!

5

Good Examples: • Blog post: Top 5 ways the

library can help you find a job

!• Photos: Kids using the 3D

printer

Bad Examples: • We could have a blog!

Awesome Content in the Wild

���20

���21

���22

Canterlot Library Working Model

���23

Canterlot Public Library Our mission is to give access to ideas in various media.

Organizational Objective

Support parents to encourage a love of reading and learning in their children

Target Audience Parents with small children

Call to Action “Put a book on hold”

Content Hypothesis Recommendations for books/videos on common parenting challenges

���24

Step 5: Make it Findable

6

Key Question: How will our target audience find this content? !

!

!!!!!

!!

5

vs.

Library Search Engine Wins

���25

Library Search Engine Lost Causes

���26

Canterlot Library Working Model

���27

Canterlot Public Library Our mission is to give access to ideas in various media.

Organizational Objective

Support parents to encourage a love of reading and learning in their children

Target Audience Parents with small children

Call to Action “Put a book on hold”

Content Hypothesis Recommendations for books/videos on common parenting challenges

Found by Link from story-time event page

���28

Step 6: Identifying KPIs

6

Key Question: What metric best tells you if you’re meeting your content goal?

!!!!!

!!

5

Visits DownloadsCall to Action

Follow through

Canterlot Library Working Model

���29

Canterlot Public Library Our mission is to give access to ideas in various media.

Organizational Objective

Support parents to encourage a love of reading and learning in their children

Target Audience

Parents with small children

Call to Action “Put a book on hold”

Content Hypothesis

Recommendations for books/videos on common parenting challenges

Found by Link from story-time event page

KPIs Visits # of books put on hold

���30

Step 7: Setting Targets

6

Key Question: How will we know if our strategy succeeded?

!!!!

!!

5

20 Shares per

month100 Visits per month

20 Downloads per month

10 holds placed

���31

Canterlot Public Library Our mission is to give access to ideas in various media.

Organizational Objective

Support parents to encourage a love of reading and learning in their children

Target Audience Parents with small children

Call to Action “Put a book on hold”

Content Hypothesis

Recommendations for books/videos on common parenting challenges

Found by Link from story-time event page

KPIs Visits # of books put on hold

Targets 100 monthly visits 5 monthly hold requests

Canterlot Library Working Model

���32

Step 8: Segmenting Visitors

6

Key Questions: !

Acquisition: How are visitors coming to our site? !

Behaviors: What are people doing when they get here? !

Outcomes: Who are the people who are following through on calls to action? !!!

!! 5

Choose the default segments that make sense for you and then start experimenting with custom segments.

Google Analytics Segments

���33

���34

Canterlot Public Library Our mission is to give access to ideas in various media.

Organizational Objective

Support parents to encourage a love of reading and learning in their children

Target Audience Parents with small children

Call to Action “Put a book on hold”

Content Hypothesis

Recommendations for books/videos on common parenting challenges

Found by Link from story-time event page

KPIs Visits # of books put on hold

Targets 100 monthly visits 5 monthly hold requests

Segments New vs. Returning Visitors

Canterlot Library Working Model

Now, Sign It In Blood

���35

“The Iron Rule of performance metrics is: Any stakeholder that doesn’t sign off on your objectives, goals, KPIs and segments will not accept the results of your assessment”

!Janet Eyler and Dwight Giles,

Where’s the Learning in Service Learning

a presentation by

The Key to Success

���36

There Are No Wrong Answers

���37

Questions?

a presentation by

Kate Eyler-Werve kate@mightybytes.com

���38

���39

Content Strategy and Metrics Model

Name of the Organization Mission Statement

Organizational Objectives

What the organization does to execute against its mission

Target Audience Who are you trying to reach?

Content Calls to Action

What action do you want your target audience to take as a result of your content?

Content Hypothesis What types of content will prompt your target audience to follow through on your call to action?

Content Findability How will your target audience find the content?

Key Performance Indicators

Measures that help you understand if you are meeting your objectives

Targets Pre-determined indicators of success or failure

Segments A group of people with a set of behaviors, sources or outcomes in common