The Content Lifecycle
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Transcript of The Content Lifecycle
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 ROT Assessment (redundant, outdated,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
