Over 15 years as a content strategist Elle Geraghty has identified seven core problems that prevent organisations from nailing their content experience. This presentation outlines those problems plus concrete examples of how you can start to tackle them.
5. @ellengeraghty
“Content provides information about
the world around us. It defines,
describes, discusses, and debates
things and ideas. Concepts. People.
Places. Objects. It furnishes us with
facts.”
MIKE ATHERTON +
CARRIE HANE
10. @ellengeraghty
“Top tasks are what matter most to
your customers. By identifying and
continuously improving top tasks you
will deliver a better customer
experience and increased
organizational value.”
GERRY MCGOVERN
TOP TASKS
13. @ellengeraghty
“Your content strategy should ladder
up into your business strategy. The
degree to which this is necessary
depends on your circumstances. You
will want to experiment with the level
of granularity you can directly
support in that strategy.”
ELLE GERAGHTY
CONTENT STRATEGY
16. @ellengeraghty
“In short, ‘governance’ means who
can say no to whom, and when they
get to say it. Getting your governance
right can make or break your website
or digital service. It’s very important.”
PADMA GILLEN
LEAD WITH CONTENT
19. @ellengeraghty
If our community fails to recognize,
divide, and conquer the multiple
roles associated with planning for,
creating, publishing, and governing
content, we’ll keep underestimating
the time, budget, and expertise it
takes to do content right.
KRISTINA HALVORSON
BRAIN TRAFFIC
22. @ellengeraghty
“I almost always find links to or
website address for websites,
references, apps or social media
accounts that I did not know
existed”
MEGHAN CASEY
25. @ellengeraghty
“There are a lot of analytics you can
use. It is better to measure less
metrics but measure them
consistently and analyse them. You
will gain valuable insights by
monitoring change over time.”
DTA - CONTENT
STRATEGY GUIDE
28. @ellengeraghty
“There is no point debating the
merits of the container (platform) if
you don't know what you want to
put into it. Or if you don’t have a
funnel”
KAREN McGRANE
BOND ART + SCIENCE
29. @ellengeraghty
“The CMS you use should also be in
alignment with your content
strategy. Get clear on your
requirements before you choose a
CMS.”
DTA - CONTENT
STRATEGY GUIDE
32. @ellengeraghty
Content strategy is a practice
with the objective of planning,
managing, organising, and
measuring digital content that
meets both the needs of users
and business.
32
This practice can be applied to websites, content
ecosystems, social media and more. It combines
approaches from strategic design, project
management and design thinking.
33. @ellengeraghty
Books and
links
Links
• Top tasks - http://gerrymcgovern.com/books/top-tasks-a-how-to-guide/
• Core model - https://alistapart.com/article/the-core-model-designing-inside-out-for-better-results/
• Strategy mapping - https://www.ellegeraghty.com/blog/2019/business-strategy-for-content-
strategy
• DTA content strategy guide - https://guides.service.gov.au/content-strategy
• Content cost calculator - http://www.lagomstrategy.net/content-production-calculator
• Lead with content ebook - https://books.gathercontent.com/lead-with-content
• Google analytics academy - https://analytics.google.com/analytics/academy/
• Screaming frog - https://www.screamingfrog.co.uk/
Books
• The content strategy toolkit - Meghan Casey
• Content strategy for the web - Kristina Halvorson and Melissa Rach
• Designing connected content- Make Atherton and Carrie Hane
• Content strategy for mobile - Karen McGrane