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DCC content-socitm sw-dec11

Carl Haggerty
Carl Haggerty

The document discusses developing a content strategy for Devon County Council. It summarizes the current state of the council's website which sees many visitors but low engagement. A content strategy is proposed to improve the quality of engagement with council content across multiple channels, manage content better for sharing and reuse, and reduce reliance on a single website. The strategy aims to make content more concise, structured, relevant and improve quality through stakeholder input. Benefits would include more open and accessible content by default along with increased engagement and service usage through a decoupled and flexible digital infrastructure.

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Achieving Greater Value from Digital Content Developing a Content Strategy Carl Haggerty Devon County Council [email_address] twitter: @carlhaggerty
Current Picture www.devon.gov.uk 4 million visitors a year Average time on site 2.12 minutes Average of 3.44 page views Better Connected = 2 stars (Standard) Approx over 50 micro sites Disconnected but apparently adding value
But. What do these stats really tell us about the value of the content? They tell us that the site is popular or apparently so(we have a lot of visitors) Should we have targets to increase visitor numbers? < Population of Devon = 750,000
Digging Deeper Majority of people visit 1 page and stay on the site for less than 10 seconds We havent measured engagement on content Mobile and other platforms are increasing in popularity We dont really have social content
Some Drivers Uncertain future Mixed economy of service provision The Social Web Infrastructure not fit for purpose Our thinking has changed Towards a domain approach
Content approach This is not rocket science You may already be doing this yourselves Weve been focused on the wrong things for too long.
Why are we online? Accountability / Democracy
Content Strategy Provides purpose to content and ultimately a domain Focuses you on how you manage content not websites Focuses you on how you get your content to people, not people to your website
Our Objectives (draft) Improve the quality of engagement with all council content across the web. Effectively manage content and increase the ability for all content to be shared and reused by default. Reduce duplication and improve the search and access of council content Reduce the dependency on a single council website ( www.devon.gov.uk ) to communicate, engage and provide information. Improve the quality of content through evidence and the involvement of stakeholders. Ensure content is concise, structured and has a clear purpose. Ensure content is relevant and appropriate for the audience and channel.
ICT Strategy aims for: Decoupled layers Agile and flexible Future proof / fragmented organisation
A network ( or our domain) Sharing common features Search AtoZ Open Standards Etc
Some expected benefits Open, accessible, reusable, sharable content by default Increased engagement on content Increase in take-up of services A decoupled infrastructure A single flexible domain
Its a journey and we have only just started
Thank you

More Related Content

DCC content-socitm sw-dec11

  • 1. Achieving Greater Value from Digital Content Developing a Content Strategy Carl Haggerty Devon County Council [email_address] twitter: @carlhaggerty
  • 2. Current Picture www.devon.gov.uk 4 million visitors a year Average time on site 2.12 minutes Average of 3.44 page views Better Connected = 2 stars (Standard) Approx over 50 micro sites Disconnected but apparently adding value
  • 3. But. What do these stats really tell us about the value of the content? They tell us that the site is popular or apparently so(we have a lot of visitors) Should we have targets to increase visitor numbers? < Population of Devon = 750,000
  • 4. Digging Deeper Majority of people visit 1 page and stay on the site for less than 10 seconds We havent measured engagement on content Mobile and other platforms are increasing in popularity We dont really have social content
  • 5. Some Drivers Uncertain future Mixed economy of service provision The Social Web Infrastructure not fit for purpose Our thinking has changed Towards a domain approach
  • 6. Content approach This is not rocket science You may already be doing this yourselves Weve been focused on the wrong things for too long.
  • 7. Why are we online? Accountability / Democracy
  • 8. Content Strategy Provides purpose to content and ultimately a domain Focuses you on how you manage content not websites Focuses you on how you get your content to people, not people to your website
  • 9. Our Objectives (draft) Improve the quality of engagement with all council content across the web. Effectively manage content and increase the ability for all content to be shared and reused by default. Reduce duplication and improve the search and access of council content Reduce the dependency on a single council website ( www.devon.gov.uk ) to communicate, engage and provide information. Improve the quality of content through evidence and the involvement of stakeholders. Ensure content is concise, structured and has a clear purpose. Ensure content is relevant and appropriate for the audience and channel.
  • 10. ICT Strategy aims for: Decoupled layers Agile and flexible Future proof / fragmented organisation
  • 11. A network ( or our domain) Sharing common features Search AtoZ Open Standards Etc
  • 12. Some expected benefits Open, accessible, reusable, sharable content by default Increased engagement on content Increase in take-up of services A decoupled infrastructure A single flexible domain
  • 13. Its a journey and we have only just started