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WORKSHOP
Conxa Rodà @innova2
Tijana Tasich @teengily
#MWA15
Melbourne
Oct 5, 2015
Museums Content Strategy
Nightmare by Pere Daura,
Museu Nacional d’Art de Catalunya
In today’s workshop
 what is content strategy?
 step-by-step guide to creation of a
content strategy
 challenges
 wrap-up
and some activities in-between
ACTIVITY /1
in pairs _ 5 min
_______________________________________
ICE BREAKER / MEET YOUR NEIGHBOUR
→ Your name, institution and role
→ What content do you produce?
→ Expectations out of this workshop today?
Mobile
Strategy
Comms.
Strategy
Marketing
Strategy
Digital
Strategy
Content
Strategy
USER
Experience
@innova2
ALL
strategies
to serve
USER needs
Photo: Conxa Rodà
MUSEUM AS A CONNECTOR
Audiences
Conxa Rodà @innova2
and CONTENT AS A CONNECTION DRIVER
135.000.000 results on Google
Content Strategy is a Journey
Photo credit: www.isabellestravelguide.com/my-first-train-journey-in-australia.html
Content
“ is the way everything an organization
does manifests itself in the world.
So content strategy is pretty big and
broad”.
Hilary Marsh
(Google Group on Content Strategy)
How do you make smart choices to
ensure the content types, tone and
media in an experience support that
experience in a way that’s
appropriate to the brand and useful to
ist audience?
Easy. That’s content strategy
Margot Bloomstein
Content strategy plans for the
creation, publication and
governance
of useful, usable content.
Kristina Halvorson
Content strategy deals with the
planning aspects of managing
content throughout its lifecycle.
Rahel Anne Bailie
Getting the right content to
the right user at the right time
through strategic planning of
content creation, delivery
and governance.
Content Strategy Alliance
Upon the first definition by Kevin Nichols
Why is Content Strategy
important for my museum?
Because...
 we have tons of existing content
 created by multiple people / departments
 delivered in diverse channels / formats
 lacking consistency
 we need to optimize time and resources
 we need to clarify workflows
 involve the rest of the museum
ergo...@innova2
We do need
to strategically plan
our content needs
Content is UX
UX is content
Read: Designing Content First for a Better UX, Liam King
https://blog.gathercontent.com/designing-content-first-for-a-better-ux
Is your content fit for
purpose?
Let’s Get Real Conference_
Culture24 title
ACTIVITY /2
Groups _ 10 min
_______________________________________
Identify CONTENT
for BEFORE / DURING / AFTER
the VISIT
 Plan
 Analyse
 Create
 Communicate
 Evaluate
5 main components of a
Content Strategy
Content strategic plan
 Goals
 Audiences
 Governance
 Workflow
 Measurement
Questions
Why?
mission
objectives
values
 For whom?
audiences
 What How?
assets content
outreach channels
engagement platforms
Post-its_ Workshop run at @MuseuNac_Cat
@innova2
Content strategic plan
 Goals
 Audiences
 Governance
 Workflow
 Measurement
Content strategic plan
 Goals
 Audiences
 Governance
 Workflow
 Measurement
Musée Pompidou
Photo: Conxa Rodà
Think of ALL audiences
Motivations for visits to museums and galleries
Mobile Audience Research. The National Gallery, Imperial War Museums, Tate. 2013
Engagement with content
before/during/after a visit
Content accessed/activities
before a visit
Content accessed/activities
during a visit
Engagement with content during a visit
Content accessed/activities
after a visit
If you knew all this about your
audiences, how would that influence
your plans for creation, distribution
and promotion of content?
@teengily
Segmenting your audiences
TATEwww.tate.org.uk/about/our-work/digital/digital-metrics/website-audience-segmentation
Eyetracking_new website
Content strategic plan
 Goals
 Audiences
 Governance
 Workflow
 Measurement
Editorial and brand guidelines
Tone and voice
Accessibility guidelines
Moderation guidelines
Set of “Don’ts”
Positioning regarding Open Content
...
Define
who/ what/ where, when will
create / design / sign off/
publish/ maintain/ remove/
measure / moderate/ promote
CONTENT
Workflow:
roles and responsibilities for tasks
Content workflow
Ideate
Create
Review
Revise
Sign off
Publish
Evaluate
Maintain
Post-Publishing
RACI model
Responsible
Accountable
Consulted
Informed
Museums content strategy_workshop_ConxaRoda
Museums content strategy_workshop_ConxaRoda
Museums content strategy_workshop_ConxaRoda
Measurement
AccentureDigital
Measures of success
Tijana Tasich and Elena Villaespesa, Making Nonsense of Numbers, Museums and
the Web, 2012. www.slideshare.net/teengily/journey-of-analyticstategallery
ACTIVITY /3
in pairs _ 15 min
_______________________________________
CONTENT STRATEGIC PLAN
→ find out about
 goals
 audiences
 governance
 workflow
 measurement
→ discussion: what did you find out?
Plan
Analyse
Create
Communicate
Evaluate
Content Strategy
Content and channel audit
what content have you already got?
content inventory [per channel]: a list
of all content resources
content audit: inventory + qualitative
E-MAIL
NEWSLETTER
PRINT
PDFs
(catalogues,
Annual
repports)
Available online
USER
GENERATED
CONTENT
(UGC)
INTERACTIVE
MUSEOGRAPHY /
AUDIOGUIDES
MOBILE
SOCIAL
MEDIA
WEB
Consider ALL types of
Content
Online / offline
@innova2
Content audit
https://moz.com/blog/content-audit-tutorial#h3-2
https://docs.google.com/spreadsheet/ccc?key=0Aupv-89nVqawdGdPTFZmeEUxSnIwdW9UWmFFWlVlVkE&usp=sharing#gid=0
Image source: http://ywmovement.org/why-science-causes-people-to-leave-the-faith-and-how-to-fix-it/
Wanted: clarity and consistency
Content & Design equilibrium
Image source: http://helloseocopywriting.com/9/post/2014/03/content-or-design-which-comes-first.html
The museum
old website
2004 - 2014!!
The Museu Nacional online collection
www.museunacional.cat/en
Image: http://blocs.gencat.cat/blocs/AppPHP/tribunadarqueologia/files/2012/06/atapuerca.jpg
Content findability
Image: http://www.btv.cat/btvnoticies/wp-content/uploads/2013/10/071013acumulacioR.jpg
Content accumulation_spring clean
needed!
Is our content unique?
Image: http://pixshark.com/quotes-about-being-different-and-standing-out.htm
Is our content up to challenge?
Tip: analyze TOP tasks (Gerry McGovern )
Tijana Tasich and John Stack, Tate Website Redesign, MCN 2012,
www.slideshare.net/teengily/mcn2012-tate-website-redesign
What content is missing to
achieve your goal?
Content gap analysis
Plan
Analyse
Create
Communicate
Evaluate
Content Strategy
What makes content GOOD?
@innova2
User Experience
 All content creates user experiences
 Experiences are linked to usage
 You, the creator of content, can shape
those experiences
(from the MOOC Content Strategy, Northwestern University)
Focus on delivering meaning
over information
franklygreenwebb.com
Museums content strategy_workshop_ConxaRoda
Courtauld Gallery - www.beyondthelabel.info
Storytelling
Are we telling what people want to
know?
Source: www.slideshare.net/josemariapalomares/delivering-powerful-presentations-353377955
www.huffingtonpost.com/vala-afshar/the-future-of-all-busines_b_6300918.html
www.vangoghmuseum.nl/en/nature-and-the-artist#7
Digital storytelling
BLOGS
Connect
-community
-museums
-staff
§
User-Generated-Content
vangoyourself.com: scenification
Open content: Art to be used, resed, recreated, shared
Acknowledging users’ contributions (UGC)
http://blog.museunacional.cat/en/museum-seen-by-instagramers/
Content types
www.slideshare.net/ipullrank/scaling-quality-v10
Metadata as content
Image: http://melbel.hubpages.com/hub/Meta-Data-for-SEO
Content which describes and categorises content and objects
Dublin Core Metadata Element Set
 Title
 Creator
 Subject
 Description
 Publisher
 Contributor
 Date
http://dublincore.org/documents/dces/
 Type
 Format
 Identifier
 Source
 Language
 Relation
 Coverage
 Rights
SEO_karma
Improvements we make
SEO-oriented
often mean
improvements for our USERS
@innova2
Evergreen content
= SEO content
Exhibits & Collection
Biographies
Research papers
Glossaries
Interviews
Guides
Timelines
Stories
How to...
Top ten...
Who was...
What is...
Top tips
DIY guide to...
This is NOT evergreen
content
Press releases
News articles
Calendar (events)
Seasonal content
Trendy content
Statistics
W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant
Blog museu - Conxa (II) X X X X
Confe Lahuerta (29/1) X
Sketchcrawl (31/1) X X X
Visites CDS Casagemas X
Tarda diss Gratuïta X X
Píndola X
Bcnegra 2015 (1/2) X X X X X X
1r dmg mes (1/2) X
W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant
Blog museu - Cornella X X X X
Visites CDS Casagemas X
Tarda diss Gratuïta X X
Ap correos 1001 (7/2) X X X X X X X X X X X
Sta Eulàlia + Laies X X
Històries relleu (8/2) X X X X X X X X
W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B eP Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant W T F G+ FR P V YB B Pant
Blog museu - MEDIAMBIENT X X X X
Sta Eulàlia + Laies X X X X
Visites CDS Casagemas X
Tarda diss Gratuïta X X
Carnaval X X
Swing X X X X X X X X X X
DIVENDRES DISSABTE DIUMENGE
9 10 11 12 13 14 15
DILLUNS DIMARTS DIMECRES DIJOUS
29 30 31 1
DIJOUS DIVENDRES DISSABTE DIUMENGE
5 6 7 82 3 4
DIMARTSDILLUNS DIMECRES DIUMENGEDIJOUS DIVENDRES DISSABTE
Social media and web weekly calendar
@MuseuNac_Cat
The MoSCoW method
T
Image source:http://www2.mokabyte.it/cms/article.run?
permalink=mb186_AgileGamification-4
Good read: ‘Moscow Prioritisation’ at
www.dsdm.org/content/10-moscow-prioritisation
Adapted by @innova2 to museum content_inspired by:
- The Content Strategy Toolkit _Meghan Casey, 2015 www.slideshare.net/GatherContent/content-strategy-ch15
- Customer Journey Mapping_Allegra Burnette, Forrester, MuseumNext Geneva 2015
1
2
Vistors info
Opening times
Location
Price
Visitors map
Press releases
FAQS
Curators podcasts
Videos abt the collection
Videos of restoration
processes
Online collection
Educational resources
Apps
Organisational chart
Online library
Glossary
Annual report
Online shop
eBooks
Blog
Interviews with artists
Audiotour
Newsletter
Activities
Membership
User-generated C
Research materials
Timeline
Online catalogues
Interactive map
Stories around artworks
Audios from lectures
Fact sheets
API for Open data
Social media
Virtual exhibitions
Interactive media content
Tutorials
Museum policy
Games
Plan
Analyse
Create
Communicate
Evaluate
Content Strategy
“Don’t overinvest in production
and underinvest in distribution.”
Lauren Pope
Gather Content
Out of the box: collaborative platforms
Wikipedia
Google Art
project
Europeana
Collections/
Content
@innova2
Plan
Analyse
Create
Communicate
Evaluate
Content Strategy
•
Image: http://cgce.es/2009/wp-content/uploads/2010/06/puzzle.jpg
Strategy
must be
INTEGRAL
web
Open
Content
Social
Media
Online
Collection
e-Publishing
Interactive
Museography
Mobile
Online/onsite
Integration
Cooperative
Tools
Training
Content Strategy Map
for Museums
Institutional Web Digital Projects
e-Marketing
Conxa Rodà
Education
web
Open
Content
Content release under
Creative Commons
Linked Open Data
Wikipedia
Europeana
Google Art Project
Art Babble
Art Finder
Open peer Review
Crowdsourcing
Social
Media
Online
Collection
e-Publishing
Interactive
Museography
Mobile
Online/onsite
Integration
Digitization
Visualisation
Storytelling
Social tagging
Augmented Reality
Multitouch tables
Multimedia Lab
Multimedia audioguide
Accessibility
3D Printing
Visitors’ participation
web 2.0
Blog
Community
Sharing
Co-creation
Apps
Mobile web
Mobile tours,QR
Gamification
Geolocation
m-commerce
m-learning
Wearables, iBeacons
Cooperative
Tools
Training
Content Strategy Map
for Museums
Digital Networking
Wikis
Cloud
Working methods
Cross-departmental collab.
Digital proficiency
Digital preservation
Analytics
Institutional Web
------
Virtual tours
Multimedia gallery
Virtual classroom
Online Library
Digital Archive
Accessibility (WAI)
e-Press
Sstreaming
Podcasts
SEO/analytics
Digital Projects
Net-art
Virtual Exhibits
Collective data mining
e-Marketing
Membership
Ticketing
Shop
Hiring spaces
Funding
e-mailing
Conxa Rodà
Multichannel
Visitors’ engagement
User-generated Content
Education
e-Learning, MOOCs
Edu-projects
Games
Scholarly catalogues
E-books
Magazines
Educational material
Annual reports
Print-on-demand
Risks of not having a CS
 content doesn’t meet users / visitors needs
 poor quality content gets published
 inconsistency, redundancy
 wrong design decisions made because of
lacking of real content
 frustrating internal processes
 projects run late
 budgets are increased
Content challenges
 integration of the digital content
 multichannel
 greater integration online / onsite
 overcome the resistance to change
 better analytics
We need intelligent content!
Intelligent Content Conference,
San Francisco 2014
BONUS
Intelligent Content
“structurally rich
semantically categorized
and therefore
automatically discoverable, reusable,
reconfigurable and adaptable”
Getting Started with Intelligent Content
http://contentmarketinginstitute.com/intelligent-content/getting-started-with-intelligent-
content-ebook/
Content is not a one-person task!
Images: www.jpvillani.com.ar/tag/sisifo/ http://nurianetworking.com/featured-slider/community-manager/
 Know your organisation and audiences
 Create content for YOUR audiences
 Keep content useful, engaging, consistent
 Spread the culture of content
 Build content strategy achievable and
sustainable
Final take-aways
PLAN but take ACTION…
TODAY!!
Final ACTIVITY
individual_ 5 min
__________________________
List ACTIONS to do in your museum
now / 1 week
in 3-months time
1 year from now
Some online references not to miss!
 Gather Content https://gathercontent.com/
 Contently https://contently.com/
 BrainTraffic http://braintraffic.com/
 Google Group on Content Strategy
https://groups.google.com/forum/#!
forum/contentstrategy
 Hashtag #contentstrategy
Thank you
Gràcies!
Conxa Rodà @innova2
Tijana Tasich @teengily
#MWA15
Melbourne
Oct 5, 2015

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Museums content strategy_workshop_ConxaRoda

Editor's Notes

  1. .
  2. You need to find out why they are visiting, what is it that they are interested in. This research was run jointly by Tate, Imperial War Museums and The National Gallery in London in 2013 but still relevant… They know that 22% of their visitors…
  3. Tate also knows which proportion of visitors engage with their content before/during or after their visit to one of the galleries.
  4. They know what type of content or activities they are engaging with and on which devices before their visit. People are searching for visiting info and whats on and signing up for emails
  5. During their visit they are primarily taking photos and still searching for visiting info
  6. They also found out that …
  7. and after the visit they go back to their desktops to find out more about a particular exhibit and recommend the gallery to friends and family. Now, If you knew all this about your audiences...
  8. Once you’ve settled your CS and put it into practice, analyse again. Importance of reporting back to your organisation. Keep them informed of impact, select comments, etc
  9. -
  10. Here is the site map (of the Tate) visualised and categorised under certain given types of content and criteria. If the whole website is too huge (over 5.000 pages) you can conduct a sample content audit, notrandom but intentional, according to an equilibrium (of objectives, user groups traffic, etc. Or you can conduct a “rolling” content audit, revising one part of the website every month…) Analyze TOP tasks (as Gerry McGovern always recommends). Are they knowing visiting hours? collections search? buying tickets?... and act accordingly, facilitating those tasks.
  11. And prepared a short list of museum content items to be discussed and assigned. You may add any content item you want Questions that will help categorise content: -Does this content support the museum mission, the communication goals? -Is it adequate for our audience? -Is this content unique to us? -Is it easy to produce or it needs lots of effort (investment, time) to be produced? -will it be difficult to maintain after launched? At the end is just 3 main questions: Fits into our museum mission and Strategy? Does it matter to people? Can we do it? If the answer is no, go for something else. If yes, then go ahead. What I’d like you to do is