Healing your Content Process for Effective Results
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Transcript of Healing your Content Process for Effective Results
#HCIC 1
Healing your Content Process for Effective Results
Emily DammeyerDigital Content Manager, Children’s National Health System
Ben DillonVice President and eHealth Evangelist, Geonetric, Inc.
Ahava LeibtagPresident, Aha Media Group
Who We Are
#HCIC 3
Who we are…
Emily DammeyerDigital Content ManagerChildren’s National Health System
@EmilyinDC
#HCIC 4
Who we are…
Ben DillonVice PresidentGeonetric@BenAtGeo
www.Geonetric.com/Survey
#HCIC 5
Who we are…
Ahava LeibtagPresident Aha Media Group@ahavaL
Download the first chapter for free at
www.thedigitalcrown.com
#HCIC 6
Agenda for Today
• Strategy [Persona Workshop]• Tactics [Roles and Responsibilities Workshop]• Execution • Set KPIs• Lessons Learned• How To [Content Audit Workshop]
WELCOME!Activity
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CONTENT????
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Strategy
TacticsExecution
Strategy
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Content Strategy: Three Parts#1: External Messaging • To whom are you talking? • Who are you? • What are you trying to
say? • How do you say it? • When and where do you
say it?
#2: Internal Workflow
#3: Demands of Multi-channel Publishing
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Workflow
• Internally who is responsible for all the different phases of a content strategy?
• Plan• Create• Publish• Distribute• Analyze• Govern
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Multi-Channel Publishing
• Structured content• Adaptive content• Personalized content• Contextualized content• Semantic web• Taxonomies• Metadata• XML• DITA
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Content Strategy:
Align with business objectivesSupport users in accomplishing tasks
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Business
Goals
User Tasks
The Sweet Spot
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What’s your institutional strategy and strategic plan?
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Visions, Goals and Objectives
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How can marketing support those goals?
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What are we doing?
• Redesign and rewriting all or most of the content?
• Service line rewrites?• Rewriting certain pages because of strategic
changes?
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Who is the target audience?
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Editorial Brand StrategyExternal Messaging Questions
• To whom are you speaking?
• Who are you? • What are you trying to
say? • How do you say it? • When and where do
you say it?
Content Strategy Tools
• Personas• Identity Pillars• Messaging
Architecture• Voice/Tone• Editorial Calendar
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To Whom Are you Speaking?
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Who are you as a brand?
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Identity Pillars
Current Identity Pillars Future Identity Pillars
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Identity Pillars
Current Identity Pillars Future Identity Pillars
CHEAP
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Identity Pillars
Current Identity Pillars Future Identity Pillars
CHEAP AFFORDABLE
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What are you trying to say?
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Messaging Architecture
Current Content Pillars
Future Content Pillars
% Articulation Statement Messaging
CHEAP
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Messaging Architecture
Current Content Pillars
Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
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Messaging Architecture
Current Content Pillars
Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.
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Messaging Architecture
Current Content Pillars
Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.
• Our prices are consistently 20% lower than other retail chains.
• Robust coupon program
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How do you say it?
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Voice
We are:sophisticated innovative academic
friendly fun important smart innovativefunny hipster sarcastic sympathetic
empathetic awesome helpful convenient
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Voice
We are:sophisticated innovative academic
friendly fun important smart innovativefunny hipster sarcastic sympathetic
empathetic awesome helpful convenient
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Voice
We are:sophisticated innovative academic
friendly fun important smart innovativefunny hipster sarcastic sympathetic
empathetic awesome helpful convenient
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Voice
We are:sophisticated innovative academic
friendly fun important smart innovativefunny hipster sarcastic sympathetic
empathetic awesome helpful convenient
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Tone
Yes: Sound like <example>
No!: Sounds like <example>
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Activity
• Build a sketch of a persona and a journey map using your handouts.
• Find the activity at www.ahamediagroup.com/hcic
Tactics
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Content Audit
Prioritize• Start with institutional and business priorities• Create a phased approach
– Clinical Areas: Priority 1, 2, 3– Define what each Priority level “gets”
• Collect online and offline content • Determine content gaps
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Build Your Team
• Who can you tap internally?• What training do they need?• Are your branding and style guides up to date?• What external resources will you need?• Find your champions
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Identify Roles and Responsibilities
Who will:• Write• Edit• Project manage
What are our resources?• Internal (estimate conservatively)• External
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PeopleRole Definition Who?Requestors The person that requests that this piece of content be created.
Providers The sources of the factual information behind the building of the content.
Creators The creators of the content. Can be authors, videographers, graphic designers, etc.
Editors The people who make sure that the content is factually correct and follows brand and editorial guidelines.
Approvers The people who approve the content - could be legal or subject matter experts.
Publishers The people responsible for publishing the content.
Audience Engagement (Social Media) Managers
The people who manage the distribution of content on different channels and engage with the audience regarding the content.
Analyzers The people who review data regarding the content to inform the team at a later date. Remember to pick metrics that measure the right data, so you can use that to make better decisions about your entire content process.
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Process & Deadlines
Establish Content
Governan
ce
Content Analysis
Content Creatio
n
Establishing workflows
• Persona Development
• Messaging Architecture
• Identity Pillar Identification
Content Planning
Build OR clari
fy the business case
Content
Auditing
Discovery
YOU ARE
HERE
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Technology
Resource Alignment
Pages To Be: Number
Migrated As Is 350
Written 778
Re-Written 1144Total 2272
Time Estimate Hours per page
Migrated As Is 1
Re-Written 2
Staywell 1.5
Written 4
Departments 6
For written content, categorize and assign levels of effort/time. This helps to:• Show resource requirements early on• Get buy-in on priorities • Secure additional budget, if needed
#HCIC 57
Activity
• Fill out roles and responsibilities chart• Create estimates on resources (hours/week of
internal team; timeline)
• Find the activity at: www.ahamediagroup.com/hcic
Execution
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Have a kickoff call
• All PM’s (content, design, build) understand the deadlines and side by side processes
• Appoint one general PM
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Define the best way to communicate with each person
• Don’t depend too much on project collaboration tools
• Define when an email, phone call or Basecamp message should go out
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Set up weekly meetings for content
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Clarify the process
Who will: • Keep track of the moving parts?• Schedule the interviews?• Write?• Edit?• Get clinical signoff?• Be responsible to collect and store the proof
of approvals?
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Map the process for stakeholders
• Send an email before the interview to explain the process. – Determine subject matter experts– Define approval process
• Follow Up:– Send out an email after the interview reminding the
stakeholder of next steps and deadlines– When sending the content, remind stakeholders ONLY to edit
for factual accuracy• Make sure you have a follow up email ready in a week• What happens when you don’t get any response?
Set KPIs
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What are the right KPIs?
Align with marketing objectives and determine how you can apply them to your digital properties.• Market share• Traffic • Conversions:
– Make an appointment conversions– Donations
• Trackable call volumes
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Test with your target audience(s)
Identify a target audience and think about their needs
Even with limited resources, testing is key to:• Determine where to focus• Validate what resonates• Support/defend decision making
Lessons Learned
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Set realistic deadlines
• You know your internal clients. – Are they responsive? Open to consultants? – Will they meet deadlines?
• Estimate the time commitments of your internal resources conservatively.
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Make compromises
• Do your research and have examples ready• Choose your battles• When deadlines are approaching, determine
what can wait• What can be “evergreen” that can be done
ahead?
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A note about approvals
• Show and Tell is important• Content looks different in a Word Doc than it
does on a website• Work with leadership to gain acceptance• Remember your target audience(s)
– Usability testing is key
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Think beyond written content
Do you have:• Numbers/data we could use in different ways• Images• Videos• Patient testimonials• Outcomes data• Academic publications or posters
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Plan for the next phase
• What about those lower tier priority areas? • How often will you review and update
content? • How will you “retire” content?
A ROADMAPGetting Started
THE CONTENT AUDITHow to…
MY FRIEND’S MOM BOUGHTA FLOWER SHOP.
A metaphor for the value of content strategy. Also, a true story.
How do we repeat our successes?
How do we know what success is?
Do you smell fish? I smell fish…
Why am I here?
Average Staffing Mix by Role(Core Team)
Source: Geonetric’s Digital Marketing in Healthcare Surveywww.geonetric.com/SurveyResults
AUDIT PLANEvaluating Content
What are we trying to accomplish with this audit?
Content Strategy For A Site Redesign
Inventory/Audit Decide
Content inventory
Content audit
Gap analysis
Offline content and marketing artifactsBrand identity and standardsCompetitive landscapeContent metrics
Strategic recommend
ations for new site
Recommended
information architecture for new site
Plan
What ‘counts’ as content?
What ‘counts’ as content?
Scaling a Content Audit
Three Scenarios
Overhaul • Comprehensive Audit
Strategic Shift • Reverse Audit
Ongoing Maintenance • Rolling Audit
Comprehensive Audit
When?
• Major overhaul, redesign, migration, rebrand, merger, or acquisition
Why?
• Establish accurate scope and estimate of effort• Reduce, reuse, recycle
What?
• All the things
Reverse Audit
When?
• Especially good for smaller-scale, goal oriented projects• Change (or reinvigoration) of strategic direction
Why?
• Evaluate interlinking of content• Identify content gaps and opportunities for improvement• Prioritize effort based on strategic goals
What?
• Start from impact map, match existing content (deliverables) to impacts• Audit all the relevant things
Rolling Audit
When?
• All the time! (Weekly, monthly, quarterly)
Why?
• Improve governance, consistency, accuracy, voice & tone• Prioritize review and revision
What?
• All the things. (A little at a time.)
Collaborative Audit
When?
• Best for smaller, focused audits.
Why?
• Knowledge sharing• Strategic alignment• Voice and tone
What?
• Sit down with a small team and discuss what is/isn’t working with a slice of content
Competitive/Comparative Audit
When?
• Occasionally, in combination with new strategic direction
Why?
• Improve differentiation• Identify gaps and opportunities
What?
• Apply audit criteria to competitive/comparative sites• Don’t assume that everything a competitor does is a good idea.
What data will we need?
Outcome
URL
Topic
Format
Content Owner
Audience
Call to Action
Page Views
Etc. …
Balance content X X X X X
Support new organizational goal X X X X X
Clean up outdated content X X X
Create new navigation/IA X X X
CONTENT AUDITEvaluate
Content Inventory
URLsPage Metadata
FormatLength
Web AnalyticsSocial Stats
Quantitative
Automated Inventory
Example: Content Inventoryour services - communities served http://pih.net/contentpage.asp?id=31587&fatherid=109&filegroupid=114&main=our+services&title=communities+served&page=/hospital_el/114\communities_served.htmlcommunityour services - communication http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=76&main=our+services&title=communication&page=/hospital_el/76\communication.htmlcritical careour services - contact us http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=79&main=our+services&title=contact+us&page=/hospital_el/79\contact_us.htmlcritical careour services - during your visit http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=77&main=our+services&title=during+your+visit&page=/hospital_el/77\during_your_visit.htmlcritical careour services - the critical care center http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=75&main=our+services&title=the+critical+care+center&page=/hospital_el/75\critical_care_center.htmlcritical careour services - you can comfort your loved one http://pih.net/contentpage.asp?id=31587&fatherid=74&filegroupid=78&main=our+services&title=you+can+comfort+your+loved+one&page=/hospital_el/78\comfort_your_loved_one.htmlcritical careour services - contact us http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=85&main=our+services&title=contact+us&page=/hospital_el/85\contact_us.htmldiabetesour services - diabetes education center http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=81&main=our+services&title=diabetes+education+center&page=/hospital_el/81\diabetes_education_nutrition_main.htmldiabetesour services - location http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=82&main=our+services&title=location&page=/hospital_el/82\our_location.htmldiabetesour services - programs http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=83&main=our+services&title=programs&page=/hospital_el/83\diabetes_education_center_programs.htmldiabetesour services - register for classes http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=84&main=our+services&title=register+for+classes&page=/hospital_el/84\register_for_classes.htmldiabetesour services - tips and links http://pih.net/contentpage.asp?id=31587&fatherid=80&filegroupid=86&main=our+services&title=tips+and+links&page=/hospital_el/86\links.htmldiabetesour services - disaster preparedness http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=713&main=our+services&title=disaster+preparedness&page=/hospital_el/713\disasterpreparedness.htmldisaster resource centerour services - accreditations http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=90&main=our+services&title=accreditations&page=/hospital_el/90\accreditations.htmlemergencyour services - contact us http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=95&main=our+services&title=contact+us&page=/hospital_el/95\contact_us.htmlemergencyour services - meet the care team http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=93&main=our+services&title=meet+the+care+team&page=/hospital_el/93\care_team.htmlemergencyour services - our technology http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=91&main=our+services&title=our+technology&page=/hospital_el/91\our_technology.htmlemergencyour services - patient satisfaction http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=94&main=our+services&title=patient+satisfaction&page=/hospital_el/94\patient_satisfaction.htmlemergencyour services - r%2ec%2e baker foundation emergency departmenthttp://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=89&main=our+services&title=r%2ec%2e+baker+foundation+emergency+department&page=/hospital_el/89\emergency_services_main.htmlemergencyour services - r.c. baker foundation emergency departmenthttp://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=89&main=our+services&title=r.c.+baker+foundation+emergency+department&page=/hospital_el/89\emergency_services_main.htmlemergencyour services - s%2et%2ee%2em%2ei%2e receiving centerhttp://pih.net/contentpage.asp?id=31587&fatherid=99&filegroupid=102&main=our+services&title=s%2et%2ee%2em%2ei%2e+receiving+center&page=/hospital_el/102\stemi_receiving_center.htmlemergencyour services - what to expect http://pih.net/contentpage.asp?id=31587&fatherid=88&filegroupid=92&main=our+services&title=what+to+expect&page=/hospital_el/92\what_to_expect.htmlemergencyeye care - about us http://pih.net/contentpage.asp?id=31587&fatherid=753&filegroupid=755&main=eye+care&title=about+us&page=/hospital_el/755\about-useye care
Automated Inventory
Content Audit
SubjectAudience
Owner / SMEMessaging
Call to ActionContent Quality
Quantitative Qualitative
URLPage Metadata
FormatLength
Web AnalyticsSocial Stats
Content Auditing
Content Quality
So what?No call to action Useful & Relevant Clear purpose
Actionable, timely
ErrorsPoor readability Clear & Accurate Factually correct
Plain language
‘Coming soon…’Missing information Complete All info provided
Related info linked
Poor usabilityHarmful SEO factors Usable & Findable
Follows SEO guidelinesClear navigation and
cross-linking
‘Fake’ or ‘sales-y’ Influential & Engaging
Worth sharingBest format
Wrong voiceInappropriate tone Voice & Tone On-brand
Authentic, empathetic
Example: Lack of User Focus
Example: User-Centric
Example: Weak Value Proposition
Example: Clear Value Proposition
Item-level Decisions
Placement
Keep in placeMove / migrateMerge with other contentSplit into separate pagesDelete
Editing
No edits ProofreadReviseRewrite from scratchCreate new content
Site-wide Decisions
BalanceSubjectsAudience / StageContent Type
EnhancementsContent QualityMessagingNew ContentFormat
Structure NavigationLinking Strategies
Priorities Problem AreasUnderperforming Content
GovernanceWorkflowsReview / MaintenanceScope
User Experience (UX)
• Create websites and Web-based experiences that provide information and functionality to help users reach their goals
• Deliver delightful user-centered experiences through integrated content, design, navigation, functionality
• You’re not creating a website; you’re creating a brand, which is a relationship, a feeling.
Most Common Content Recommendations
• Condense pages to those most meaningful to users
• Focus content around user needs and benefits• Develop and promote content related to
services• Include trackable calls-to-action tied to goals• Integrate related content dynamically• Convert PDFs to secure online forms
CONTENT AUDITActivity
#HCIC 111
Thank you!