Content Strategy for Librarians

Callan Bignoli

Public Library of Brookline
@eminencefont
#masslib17
#cs4lib

Welcome!

Tell us about yourself.

1) Name
2) Library
3) Your role
4) Your interest in content strategy
5) One thing you hope to get out of this workshop

What is content strategy?

CONTENT | noun

a : something contained
b : the topics or matter treated in a written work
c : the principal substance (such as written matter, illustrations, or music) offered by a website
(Merriam-Webster)

STRATEGY | noun

a : a careful plan or method
b : the art of devising/employing plans toward a goal
(Merriam-Webster)

The dictionary definition



Content strategy is a plan or method with specific goals
for creating the substance
offered by an organization online.

The emotional appeal



Content strategy is the art of bringing the right content to the right person at the right time and in the right context.

But how?!

But how?!



Why Before How

1) Identify problems

• Too many cooks
• Too many platforms
• No one saying "no"
• Not enough [insert here]

Don't set it

& forget it

2) Know business goals

Awareness Visits Usage

3) Know content goals

Useful Usable Findable

4) Understand your audience

Who are they?

(be more specific than "everybody")

Personas

What do you want them to do?
















What do they want to do?

How & where are they trying to do it?

5) Assess what you've got today





Your platforms

& channels







Your messages

Your voice & tone






Your process

Content audit!

Title
Content type/purpose
URL
Responsible person
Keep, revise, delete?

What's missing?









Caveat: Pick your battles

  vs.  

Library Wins


Library Lost Causes

6) Establish workflows, governance, and standards

Pick your team











Give editors the support & power they need







Create once, publish everywhere



Buzzfeed & TV Guide: Bite, Snack, Meal


 

Build an editorial calendar

Schedule
regular
reviews




7) Evaluate

Return to goals

Awareness Visits Usage


Useful Usable Findable




What can you measure?

(Lots! Usage of a streaming service, e-book downloads, circulation, program attendance, web analytics, new followers, retweets)

Is your process working?







Who's doing it well?

New York Public Library

New York Public Library

Informative, Inviting, Inspiring

"The New York Public Library offers 93,000 programs a year across its 92 locations, from author talks and performances to exhibitions. Meet your favorite author, hear a live concert, or find something new at the Library."

Free Library of Philadelphia

The total package


Core Strategy Statement

We will publish content that
• Is useful
• Is aware of our audience and context
• Supports our mission, objectives, and brand
• Helps us deliver effective service to our users
- Jefferson County Public Library

Work on your core

• Describe your library's goals
• Describe your audience
• How & where is content currently created?
• What are your content goals going forward?
• How will you measure success?

The dream



All content serves the needs of the audience and the goals of the organization.

Be a content advocate

Done
is
better
than
perfect



Reading List


Content Strategy for the Web
Kristina Halvorson & Melissa Rach



The Elements of Content Strategy
Erin Kissane



Content Strategy for Mobile
Karen McGrane

Some Other Helpful Things

 Xtensio (free persona builder)


 Excel template for content audit


 Content strategy worksheet


 Demco activity calendars


 MailChimp content style guide


 A Librarian's Guide to User Experience Design


 "Meet Them in the Moment: Engaging Public Library Patrons When It Matters Most"