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Utterly content 2023 - Web content capabilities.pdf

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Elle Geraghty
Elle Geraghty

This document discusses content strategy frameworks and provides examples. It begins with an introduction to Elle Geraghty and then outlines an agenda to cover frameworks, applications, and position descriptions. A framework is presented with three levels: page view for day-to-day publishing, section view for holistic organizing, and org view for high-level strategic negotiation. Each level is defined and different competencies are listed. The document emphasizes that frameworks are a starting point and there are no crisp edges between levels. It concludes by encouraging building a reference base of frameworks.

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WEB CONTENT COMPETENCIES
Radio producer ABC radio BA Comms Project manager Guide Dogs Amnesty International NSW Government MA, Information and knowledge management Content strategist First Australians Capital HBF insurance Woolworths Art Gallery NSW ASIC IAG Sydney University City of Sydney Australian Museum Qantas Atlassian NSW Government Virgin Mobile Foxtel Dip, Graphic design Grad cert, Artificial intelligence HELLO, I’M ELLE 2
3 RESOURCING IS HARD!
4 AGENDA 1. FRAMEWORK 2.APPLICATIONS 3.POSITION DESCRIPTIONS
5 Framework FRAMEWORKS ARE FAB! BUT THEY ARE JUST A STARTING PLACE
6 1. Page view Day to day publishing. 2. Section view Wholistic organising 3. Org view High-level strategic negotiation
7 NO CRISP EDGES
8 1. Page view 1. Publish someone else's content 2. Edit and review own content (no stakeholders) 3. Write content to brief 4. Write brief 5. Take photographs 6. Brand wash photography and other rich content assets 7. Prepare images and videos for publishing 8. Create editorial calendar 9. Optimise content based on user and stakeholder feedback 10. Optimise content based on editorial feedback 11. Provide editorial feedback to colleagues 12. Create monthly analytics report 13. Optimise for SEO/ Accessibility 14. Apply style guide and other content standards
9 Section view 1. Shephard content through legal/risk/compliance etc 2. Review and improve workflow 3. Audit content 4. Measure content quality 5. Analyse and apply test data and analytics to make improvements to content 6. Create governance plans (content operations) 7. Content experiments (eg A/B) 8. Commission rich content assets 9. Decommission content 10. Apply personalisation 11. Apply localisation 12. Build and test IA 13. Develop taxonomy 14. Map users' journeys (content) 15. Craft style guide and other content standards
10 Org view 1. Team and people leadership 2. Procure funding/resources for content initiatives 3. Senior stakeholder management and comms 4. Measure content value (not quality) 5. Identify problem state(s) 6. Develop content pillars from user research and strategic plan 7. Provide recommendations/requirements for new technology platforms 8. Articulate current/future state content ecosystem 9. Articulate value/advocate for content strategy 10. Prioritise major content work/roadmap 11. Situate content strategy within organisational structures 12. Secure budget for head count and inform position description for content team member(s) 13. Sign off content governance (content opps)
11 CONTENT STRATEGY DOMAINS Stakeholder management Users, project and business 1 Communication planning Audience, cadence, segmentation etc 2 Analysis and evaluation Spreadsheets, pivot tables, measurement, graphs, hypothesis experiments 3 Change management Appetite and resistance to change 4 Storytelling and visualisation Narrative, presentation decks, diagrams 5 Project management Outcomes, time, budget, milestones 6 Content strategy is much more than just content management. You also need the following skills.
12 Page view Day to day publishing. Section view Wholistic organising Org view High-level strategic negotiation Apply voice and tone Develop voice and tone Build the business case for the voice and tone and secure budget Develop content priority road map Audit content to provide insights for road map Write words Build page IA structure NA NA
CONTENT STRATEGY ELEMENTS Content Users Business Tech 13 Resources
Content Users Business Tech Resources Page view Day to day publishing. Section view Wholistic organising Org view High-level strategic negotiation
15 1 Day to day publishing. Writing, editing and improving content. PAGE VIEW 3 High level strategic negotiation. Directing, synthesising, leading, advocating and promoting. ORGANISATION VIEW HEADCOUNT AND COST 2 Wholistic organising. Systems thinking, analysis and organising. SECTION VIEW Headcount Role cost Total team cost
1 Day to day publishing. Writing, editing and improving content. PAGE VIEW 3 High level strategic negotiation. Directing, synthesising, leading, advocating and promoting. ORGANISATION VIEW HEADCOUNT OVER TIME 2 Wholistic organising. Systems thinking, analysis and organising. SECTION VIEW Initial headcount BAU headcount
17 1 2 3 Day to day publishing. Writing, editing and improving content. PAGE VIEW High level strategic negotiation. Directing, synthesising, leading, advocating and promoting. ORGANISATION VIEW BUSINESS VALUE Wholistic organising. Systems thinking, analysis and organising. SECTION VIEW Level 1 Level 2 Level 3 Difficulty Return
18 BUILD YOUR REFERENCE BASE
19
20
21 RESOURCING IS HARD! FRAMEWORKS ARE YOUR FRIEND
22 Framework FRAMEWORKS ARE FAB! BUT THEY ARE JUST A STARTING PLACE
www.ellegeraghty.com @ellengeraghty WEB CONTENT COMPETENCIES

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Utterly content 2023 - Web content capabilities.pdf

  • 2. Radio producer ABC radio BA Comms Project manager Guide Dogs Amnesty International NSW Government MA, Information and knowledge management Content strategist First Australians Capital HBF insurance Woolworths Art Gallery NSW ASIC IAG Sydney University City of Sydney Australian Museum Qantas Atlassian NSW Government Virgin Mobile Foxtel Dip, Graphic design Grad cert, Artificial intelligence HELLO, I’M ELLE 2
  • 5. 5 Framework FRAMEWORKS ARE FAB! BUT THEY ARE JUST A STARTING PLACE
  • 6. 6 1. Page view Day to day publishing. 2. Section view Wholistic organising 3. Org view High-level strategic negotiation
  • 8. 8 1. Page view 1. Publish someone else's content 2. Edit and review own content (no stakeholders) 3. Write content to brief 4. Write brief 5. Take photographs 6. Brand wash photography and other rich content assets 7. Prepare images and videos for publishing 8. Create editorial calendar 9. Optimise content based on user and stakeholder feedback 10. Optimise content based on editorial feedback 11. Provide editorial feedback to colleagues 12. Create monthly analytics report 13. Optimise for SEO/ Accessibility 14. Apply style guide and other content standards
  • 9. 9 Section view 1. Shephard content through legal/risk/compliance etc 2. Review and improve workflow 3. Audit content 4. Measure content quality 5. Analyse and apply test data and analytics to make improvements to content 6. Create governance plans (content operations) 7. Content experiments (eg A/B) 8. Commission rich content assets 9. Decommission content 10. Apply personalisation 11. Apply localisation 12. Build and test IA 13. Develop taxonomy 14. Map users' journeys (content) 15. Craft style guide and other content standards
  • 10. 10 Org view 1. Team and people leadership 2. Procure funding/resources for content initiatives 3. Senior stakeholder management and comms 4. Measure content value (not quality) 5. Identify problem state(s) 6. Develop content pillars from user research and strategic plan 7. Provide recommendations/requirements for new technology platforms 8. Articulate current/future state content ecosystem 9. Articulate value/advocate for content strategy 10. Prioritise major content work/roadmap 11. Situate content strategy within organisational structures 12. Secure budget for head count and inform position description for content team member(s) 13. Sign off content governance (content opps)
  • 11. 11 CONTENT STRATEGY DOMAINS Stakeholder management Users, project and business 1 Communication planning Audience, cadence, segmentation etc 2 Analysis and evaluation Spreadsheets, pivot tables, measurement, graphs, hypothesis experiments 3 Change management Appetite and resistance to change 4 Storytelling and visualisation Narrative, presentation decks, diagrams 5 Project management Outcomes, time, budget, milestones 6 Content strategy is much more than just content management. You also need the following skills.
  • 12. 12 Page view Day to day publishing. Section view Wholistic organising Org view High-level strategic negotiation Apply voice and tone Develop voice and tone Build the business case for the voice and tone and secure budget Develop content priority road map Audit content to provide insights for road map Write words Build page IA structure NA NA
  • 14. Content Users Business Tech Resources Page view Day to day publishing. Section view Wholistic organising Org view High-level strategic negotiation
  • 15. 15 1 Day to day publishing. Writing, editing and improving content. PAGE VIEW 3 High level strategic negotiation. Directing, synthesising, leading, advocating and promoting. ORGANISATION VIEW HEADCOUNT AND COST 2 Wholistic organising. Systems thinking, analysis and organising. SECTION VIEW Headcount Role cost Total team cost
  • 16. 1 Day to day publishing. Writing, editing and improving content. PAGE VIEW 3 High level strategic negotiation. Directing, synthesising, leading, advocating and promoting. ORGANISATION VIEW HEADCOUNT OVER TIME 2 Wholistic organising. Systems thinking, analysis and organising. SECTION VIEW Initial headcount BAU headcount
  • 17. 17 1 2 3 Day to day publishing. Writing, editing and improving content. PAGE VIEW High level strategic negotiation. Directing, synthesising, leading, advocating and promoting. ORGANISATION VIEW BUSINESS VALUE Wholistic organising. Systems thinking, analysis and organising. SECTION VIEW Level 1 Level 2 Level 3 Difficulty Return
  • 19. 19
  • 20. 20
  • 22. 22 Framework FRAMEWORKS ARE FAB! BUT THEY ARE JUST A STARTING PLACE