Post on 03-Mar-2017
Agenda
• About Clockwork• Content Strategy at Clockwork
What is Content Strategy?Our ProcessGoals, Tactics & DeliverablesCase Studies & Examples
• Q&A
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Founded in 2002, we’re an interactive design and technology agency. We’ve always been 100% digital.
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We are strategic partners, digital consultants, product development teams, and technology infrastructure architects.
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Services & Capabilities
PLANNING
Digital Strategy Product StrategyMarket & User ResearchContent StrategyAnalytics & MeasurementUser Experience Architecture
IMPLEMENTATION
Product DevelopmentSoftware DevelopmentPrototyping & Proof-of-Concept Technology Infrastructure DesignInteraction Design Digital Brand Identities
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Experience Strategy Team
Amber James Candela Mosse Chelsey Mona Laura HoranContent Strategist Strategist/UXA Strategist/UXA Experience Strategy
Lead
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Services & Capabilities
RESEARCHUsability AuditsCompetitive ReviewsStakeholder WorkshopsUser Testing
DIGITAL STRATEGYStrategic DirectionTactics & ConsiderationsJourney MapsPersonas & Scenarios
UX ARCHITECTURESite MapsUser FlowsWireframes & Prototypes
MEASUREMENTMeasurement PlansAnalytics AuditsReportingConfiguration
CONTENT STRATEGYSite AuditsWorkflow & GovernanceStyle GuidesContent Creation & Entry
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Content Strategy at Clockwork
Content strategy is a method of thinking and planning that unifies, and provides direction for, every piece of digital content throughout its lifecycle and across every environment, in order to align business objectives with user
needs for measurable impact.
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At Clockwork, content strategy is:
● Doing and thinking ● Multi-disciplinary● Collaboration ● Strategic alignment ● Unifying thread
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Goal Understand the problem
How● Uncover the business objectives, user goals,
and content needs● Understand the reality of the business and the
future they’d like to own
Phase 1: Research
Tactics DeliverableContent Strategy Plan● Content alignment review
● Competitive research● Analytics review● SEO research● Social media review
● Stakeholder workshops● User interviews● Document / Asset review● Content audit and inventory● Tone and voice review
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Goal Form the solution
How ● Identify long-term value tactics ● Identify relevant content types
and platforms to be used● Create guiding information
architecture documents
Phase 2: Planning
Tactics DeliverablesAggregate research insights and put them together into appropriate strategic content guidance documents.
● Content model● Workflow chart● Governance chart● Social media
editorial calendar
● Style guide● Content matrix● Journey map● Personas● Page description diagrams
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GoalApply the solution
HowEnsure the tools are in place (and being used correctly) for smooth content development over the long-term.
Phase 3: Production & Deployment
Tactics DeliverableLive content● Content entry
● Copywriting● Content audit● Client training
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Goal Measure the solution
How● Review solutions for updates
and fine-tuning● Analyze solution impact and
build insightful, actionable reports
Phase 4: Support
Tactics● Analytics review● User testing● Content audit● New campaign alignment
Deliverables● Reports● Assessments● Content / Plan updates
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A website designed with Ramsey County for residents and businessesSTRATEGY / INFORMATION ARCHITECTURE / UX VISUAL DESIGN / FED / DEV
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Content Strategy Deliverables
Role & Behavior Questions & Needs Conversions Pain Points
• Stakeholder workshops• Document / Asset
review• Competitive research• Content audit and
inventory• Tone and voice review• Content alignment
review• Analytics review• SEO research
• Content matrix• Personas• Page description
diagrams• Content model• Governance chart
• Content entry• Client training
• Reports
RESEARCH PLANNING PRODUCTION &
DEPLOYMENT
SUPPORT & MAINTENANC
E
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Reprioritized content to meet their mission
● The most diverse county in Minnesota.
● Previous website content wasn’t working for all audiences.
● Residents-first focus used as our north star to slim and refocus content.
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Designed for Accessibility
● Resident-focused means accessibility must be front and center.
● Developed and designed to meet Web Content Accessibility Guidelines (WCAG) and 508 standards.
● Adhered to the County’s plain language initiative.
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Developed to support their future plans
● Kept their digital roadmap in mind.
● Instilled understanding that digital is a way of thinking.
● Individual transformations key to launching effective experience now, that can be built upon in the future.
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