Example of Content Strategy and Audit Work

A Content Audit and Strategy

Created by Patrick DohertyMasters of Communication in Digital Media

University of Washington, Seattle18th March, 2013

2

Influence, invent and educate to improve global health

One of a handful of research organizations around the world that are pioneering the systems biology of infectious disease research.

Every day, the scientists strive to end the threat of infectious disease by influencing how we think about those diseases, inventing new solutions, and educating the next generation of scientists and our community.

Areas of focus are Malaria, Tuberculosis, Viral Diseases (HIV/AIDS and Influenza) and African sleeping sickness and other related diseases

3

Areas of Focus

MalariaTargeting early

stage malaria, severe malaria in children and pregnancy malaria

TuberculosisEliminating the

biological barriers to TB drug and vaccine discoveryEmerging and

Neglected Diseases

Identifying new targets for drugs and diagnostic tools for African sleeping sickness and other related diseases

Viral DiseasesDeveloping innovative

new approaches to creating HIV/AIDS vaccines

4

Site Audit AnalysisQualitative factors Usability Is the content

short or long? Is there too much text? Are images and graphics used?

Knowledge level Ease of understanding.

Findability Can you find the content? Is it organized logically?

Actionability How clear is the call to action?

Strategic Factors Business Value Is content

aligned with business goals

Message & Brand Does the content reflect key messages?

Scope Reviewed entire site-

circa 150 pages/ 600 pieces

Staff interviews

5

High level qualitative findings

Useability

Knowledge Level

Findability

Actionability

0 20 40 60 80 100

120

140

160

180

200

Poor

Below Av-erage

Satisfactory

Good

Excellent

6

Qualitative Analysis Findings

UsabilityContent tends to be very text heavy with

little use of imagery or graphics to improve the reading experience

A number of sections break down into redundant or too many sub pages

Inconsistent use of real estate on the page – particularly in the right column

7


Findability Content could be better organized

around key focuses or messages

Site architecture feels likes its for the internal audience

8


Actionability Nothing to tell large donors

what to do

Calls to action are not clear

Donation area needs some polish

9


Message & BrandSite is very clinical in nature

Needs an injection of inspiration and humanity

Systems biology message need to be bought to the forefront

Build in concepts of influencing, investing and educating

10


Business Value

A lot of great informative content in there

But not enough talking directly to the large donor

Need to assess how much the site needs to address the scientific community

Knowledge level

Language is scientific but generally easy to follow

11

Next steps for core content strategy

Review findings of audit with client

Agreeing vision and goals for the web site

Articulating the brand voice and key messages more precisely

Creating priorities around different areas of the site

Assessing resourcing

Thinking about social media and community advocacy to help build awareness

12

ChallengesClient is resourced challenged - need

to ensure content strategy is feasible

Prioritizing work and creating a workable implementation plan

Identifying work flows that will keep site fresh and relevant

Measures of success – large donors will not donate via the site

13

High level audit findings

Useability

Knowledge Level

Findability

Actionability

0 20 40 60 80 100

120

140

160

180

200

Poor

Below Av-erage

Satisfactory

Good

Excellent

14

Vision & Goals

Vision Bring to life the organization’s work in a way that creates interest, advocacy and a desire to help.

GoalsInterest and Advocacy:

Increase the chatter - media mentions, social media.

Desire to help: Keep current donors and supporters engaged and make it easy for small donors to contribute.

Attract: Be a source of information for students and potential employees.

15

Target markets

Advocates and media

Global health issues Latest discoveries and

research Scientific opinion Issues based content

Spread the word

Donors and supporters

Wins and progress Global health issues Supporter events and

activities

Ongoing financial support

Volunteer Spread the

wordStudents and employees

Wins and progress Credentials and reputation Curriculum and training

programs Workplace

Seek to work or train with company

Target Interested in Action

16

MessagingPrimary Messaging

A world leader in development of lifesaving research, vaccines, drugs and diagnostics that will benefit those who need our help most: the 14 million who will die each year from infectious diseases

Secondary MessagesDifference - integration of

systems biology, immunology and infectious disease research.

Their independent position means they need independent support.

Seek to influence, invent and educate.

Focus areas - Malaria, Tuberculosis, Viral Diseases (HIV/AIDS and Influenza) and African sleeping sickness and other related diseases.

17

Topics

Work

Achievements

About, facts & figures

People

Research

Disease AreaMalaria

Tuberculosis

HIV/AIDS

Influenza

Chagas’ Disease

Toxoplasmosis

Leishmaniasis

Work

Achievements


People

Research

ScienceSystems Biology

Diagnostics

Drug Discovery

Immunology

Global Health Biotechnology

CenterBioinformatics

Center for Mosquito Production and

Malaria Infection Research

DNA Sequencing

Flow Cytometry

Imaging

Protein Production

Work

Achievements


People

Research

Curriculum

Achievements


People

Research

Education & TrainingGraduate & Postdoctoral

Undergraduates

High School

International Training

Visiting Scientists

AboutAbout Us

Leadership & Board

For the Media

Careers

Governance

Contact Us

Get InvolvedDonate

Fund

Fundraising Events

Every PageDonate

Get Involved

Share, Follow, Like

BlogNews

Research

Events

18

Home page wireframeMalaria

Scroll statistic or achievement

HIV/AIDS Scroll statistic or

achievement

Emerging & Neglected Diseases

Scroll through diseases statistic or

achievement

Tuberculosis Scroll statistic or

achievement

Science & Innovation Scroll

through science and technology

statistic or achievement

Get Involved Scroll donate and

volunteer opportunities

Work with Us Scroll through

work opportunities

Learn with Us Scroll through

educational and training

opportunities

Blog RollNews, updates, curated articles

with commentary

19

Focus page wireframeFacts and

figures about the disease

Tuberculosis – the work we do

Achievements

Donate

Work with Us

Volunteer

Learn with Us

News and research

Our people

Share/Like

Share/Like

Share/Like

20

Editorial strategyFeatured update facts, achievements, featured staff

One focus area per week Conversational, more emotive and expressive, low technicality3rd party curated

news items and research

Monitored daily and published immediately – cover focus areas at least 2/3 times/ month

Conversational, more emotive and expressive, low technicalityWork/Curriculum Review each section

2/yearMore formal, medium level technicality

Content Frequency Voice

People Update as required, review annually

More formal, medium level technicalityResearch Published as received Highly formal, highly technical

Other static content

Update as required, review annually

Conversational, more emotive and expressive, low technicality

21

Workflow principlesInternally produced content: Develop publishing and editorial calendar. Set a date for author delivery and a date for publication allowing appropriate time for editing

3rd party curated news items and research: Use automated aggregation services to source contentNewsletter: Use automated services to create

Editorial Control: Communications Specialist

Fact checking and quality: Author, SME, Communications Specialist

22

Content ChecklistMandatoriesAccurate or verified

from approved credible source

Voice is appropriate for content type

Is the content timely and still relevant

Is the content tagged and optimized for SEO?

Must be at least one of theseReflects primary

messageReflects secondary

messaging Increases interest

and advocacyDrives desire to helpAttracts students and

employeesShareableActionable

23

Distribution strategy

The website Newsletters Presentations Events

Mainstream news Global Health media Medical Publications Research Journals

Facebook & Twitter Global Health

bloggers and influencers

Education and training bloggers and influencers

Owned Earned media Social media

Blog

Website

Publish

Newsletter

Curate

Facebook

Twitter

RSS

eMailing List

Distribute

24

DashboardInterest and advocacy

Website Number of visits (monthly)

Inbound links

Social Engagement

Facebook Likes

Twitter Followers

Traditional Media

Media mentions

Interview Requests

Published Research

Advocates Blogger relationships

Blogger mentions

Shares

Desire to help

Newsletter Number of subscribers

Online Donations

Number of online donors

Average online donation

Volunteers Number of online volunteering enquiries

Attract

Students Number of online student enquiries

Employees Number of online employee enquiries

Partners Number of online partner enquiries

25

ImplementationPhase 1 Phase 2

Website 1. Revamp home page to include all key focus areas

2. Revamp topline navigation3. Create a “level two” page for each

of the focus areas4. Build blog roll5. Remove content as recommended

1. Review all content in line with quality control checklist and realign all content with new navigation

2. Collapse and reduce overall number of pages

3. Revamp topline navigation

Distribution

1. Create simple email newsletter2. Identify and connect to influencers

1. Create mobile and tablet friendly website 2. Investigate a mobile/tablet publication

Content Creation

1. Create editorial and publishing calendar

2. Develop and implement quality control checklist

3. Investigate appropriate content aggregators and newsletter automation

1. Investigate ways to create more visually appealing content in place of text

2. Seek to build a contributor force – either from the SME’s or persons in the field

Metrics 1. Create dashboard and confirm measures

2. Implement Google Analytics

Example of Content Strategy and Audit Work

Health & Medicine

Transcript of Example of Content Strategy and Audit Work