DIGITAL CONTENT STRATEGY WORKSHOP SERIES >>> Carrie Hawthorne Consulting Fair Trade Federation Conference PART 1 UNDERSTANDING & GATHERING

Transcription

1 DIGITAL CONTENT STRATEGY WORKSHOP SERIES Carrie Hawthorne Consulting Fair Trade Federation Conference >>> PART 1 UNDERSTANDING & GATHERING

2 ABOUT ME >>> CARRIE HAWTHORNE CONSULTING Digital marketing + communications consulting A few clients: Peace Coffee, Emerson Collective, DFS Lab, Forterra, The Brewing Lair, KEXP EDUCATION Master of Communication in Digital Media, University of Washington, UX Design Certification, Nielsen Norman Group, PAST EXPERIENCE Forterra, Global Mamas, Partners for Just Trade, Green America, Fair Trade Federation, Peace Corps Guatemala

3 ABOUT YOU >>> HOW IMPORTANT IS YOUR WEBSITE TO THE SUCCESS OF YOUR BUSINESS? HOW OFTEN DO YOU UPDATE YOUR WEBSITE? Moderately important Very important Low importance Extremely important A few times a week A few times a day A few times a month A few times a year

4 USER EXPERIENCE (UX) DESIGN

5 Source: factionmedia.com/digital-desire-paths-and-user-experience-how-to-create-websites-that-work-the-way-people-want-them-to/

6 CONTENT STRATEGY

7 Source: Brain Traffic

8 THEIR TEAMS YOUR TEAM Sources: medium.muz.li/ux-design-will-never-be-a-solo-job-6a1a5c53b903,

9 CONTENT STRATEGY FRAMEWORK >>> 1. Analyze + Research 5. Manage 2. Plan 4. Measure 3. Create

10 ANALYZE + RESEARCH >>> 5. Manage 4. Measure 1. Analyze + Research 3. Create 2. Plan ANALYSIS TOOLS Competitive analysis Content audit Web analytics Stakeholder interviews Customer data Social media insights Customer service insights

11 GOOD DESIGNERS COPY. GREAT DESIGNERS STEAL. Pablo Picasso

12 COMPETITIVE ANALYSIS? >>> WHY DO A COMPETITIVE ANALYSIS? Identify best practices and trends across the industry Idea generation Comparing your performance to your competitors understand what they re doing and offering, and your competitive advantage Allows you to think like your users

13 COMPETITIVE ANALYSIS >>> WHAT TO INCLUDE Overview of what the company does and the goals of their website or platform you re reviewing Up to 5 different companies What they do well and what can you use from it Screenshots Recommendations or takeaways do you have for improving your own platforms

14 COMPETITIVE ANALYSIS? >>> W EBSI T E EXAMP LE Company name Screenshots Elements found on page Comments

15 COMPETITIVE ANALYSIS >>> ELEMENTS OF AN ANLYSIS Value propositions How they speak to their audiences Labeling and taxonomies how are they using language? Content placement, key messaging and messaging hierarchy How do they use images and video? What are the calls to action?

16 COMPETITIVE ANALYSIS? >>> PRODUCT PAGE EXAMPLE

17 COMPETITIVE ANALYSIS? >>> MARKETING EXAMPLE

18 COMPETITIVE ANALYSIS >>> TOOLS Rival IQ social media focused FURTHER LEARNING How to Craft the Best Damn E-commerce Page on the Web, Moz How to Do Website Competitive Analysis to Beat Your Competitors Online, Intechnic Competitive Analysis: Understanding the Market Context, Boxes and Arrows

19 ANALYZE + RESEARCH >>> 5. Manage 4. Measure 1. Analyze + Research 3. Create 2. Plan ANALYSIS TOOLS Competitive analysis Content audit Web analytics Stakeholder interviews Customer data Social media insights Customer service insights

20 CONTENT AUDIT >>> WHY PERFORM A CONTENT AUDIT? Start tracking exactly what content you have and where it livest Defines scope for a content project Ranks and evaluates the content Begin thinking about the gaps what information is missing and what isn t covered

21 CONTENT AUDIT >>> WHAT ARE YOU EVALUATING? Is your content useful, relevant and up-to-date? Which of your target audiences does it address? Does your content fulfill your business goals? Is it descriptive, clear and accurate? Are voice, tone, look and feel strong and consistent? Do links work?

22 CONTENT AUDIT >>> HOW TO RUN A CONTENT AUDIT 1. Set goals for audit Think about what you want to learn, what you need to prove, and how long you have to do the audit.

23 CONTENT AUDIT >>> HOW TO RUN A CONTENT AUDIT 2. Set audit framework Export a list of URLs from a site-scraping tool like Screaming Frog and use this as a base for your inventory. Remove irrelevant columns and consider adding in the following items into the spreadsheet. This list can be expanded upon to best fit your needs. From Screaming Frog URL Page Title Qualitative Data to add Page Type/Category (article, product page, producer page) Target audience Quality of content Value toward business goals

24 CONTENT AUDIT >>> SAMPLE SCREAMING FROG REPORT + AUDIT TEMPLATE Link to template: carriehawthorne.com/resources

25 WEB ANALYTICS >>> METRICS Traffic and pageviews Engagement Landing pages and entrances Return visits Bounce rate Page value Conversion Rate

26 WEB ANALYTICS >>> Link to template: carriehawthorne.com/resources

27 CONTENT AUDIT >>> HOW TO RUN A CONTENT AUDIT 3. Evaluate results Tabulate results and look for patterns. Answer questions like: how much content do we have? Do we have more in some categories than others? How much content is out of date or inaccurate?

28 ANALYZE + RESEARCH >>> 5. Manage 4. Measure 1. Analyze + Research 3. Create 2. Plan RESEARCH TOOLS Web + social analytics Surveys Card sorting Usability tests Guerrilla testing

29 USER RESEARCH The process of understanding the impact of content and design on an audience

30 USER RESEARCH >>> USER RESEARCH + UX DESIGN Build empathy and map user pain points Start defining your audience Challenge assumptions less opinions, more facts

31 ANALYZE + RESEARCH >>> 5. Manage 4. Measure 1. Analyze + Research 3. Create 2. Plan RESEARCH TOOLS Web + social analytics Surveys Card sorting Usability tests Stakeholder interviews

32 WEB + SOCIAL ANALYTICS >>> USER DATA IN GOOGLE ANALYTICS Age Gender Geography: city, state or country Device: mobile, laptop or tablet Browser type

33 WEB + SOCIAL ANALYTICS >>> CAN INFLUENCE Social channel strategy Advertising platforms and parameters Voice and tone

34 WEB + SOCIAL ANALYTICS >>>

35 ANALYZE + RESEARCH >>> 5. Manage 4. Measure 1. Analyze + Research 3. Create 2. Plan RESEARCH TOOLS Web + social analytics Surveys Card sorting Usability tests Stakeholder interviews

36 SURVEYS >>> WHEN TO USE SURVEYS To learn more about your users and their preferences When you need quick feedback SURVEY TOOLS FURTHER LEARNING 10 Tips for Building Effective Surveys, Qualtrics 10 tips to improve your online surveys, Survey Monkey Google forms free Survey monkey

37 SURVEYS >>> EXAMPLE Responses from this survey about influence coffee factors now guides decision making about content messaging hierarchy, prioritization, etc on all marketing channels.

38 ANALYZE + RESEARCH >>> RESEARCH TOOLS 1. Analyze + Research Web + social analytics Surveys 5. Manage 2. Plan Field studies Usability tests Guerrilla testing User groups 4. Measure 3. Create Personas Journey Maps

39 USER RESEARCH >>> FIELD STUDIES When to use: Meet your study participants in their natural environment Examples: Observe wholesale customers place orders at their place of work or customer behaviors in your store what do they focus on, pick up, get frustrated with? USABILITY TESTS When to use: Learn where people struggle on your website Examples: Ask users to complete as task on your website (ex. find our hours of operation, find an item on sale to purchase)

40 USER RESEARCH >>> GUERRILLA TESTING When to use: Anytime you need quick feedback Example: Get scrappy! Use friends, family or students as test subjects but try to use people that represent your target audience USER RESEARCH TIPS Always have a goal before getting started and don t forget to compile and evaluate results Take advantage of free trials for platforms! Survey questions about future behavior don't yield reliable results (example what would you do if...)

41 ANALYZE + RESEARCH >>> RESEARCH TOOLS 1. Analyze + Research Web + social analytics Surveys 5. Manage 2. Plan Field studies Usability tests Guerrilla testing User groups 4. Measure 3. Create Personas Journey Maps

42 USER GROUPS >>> DEFINE Take the data you ve collected and define up to 5 different user groups They ll be based on your target audiences and you should start adding attributes according to the research you ve collected Examples of user groups: Wholesale customer: Small Shop, Pop-Up, Seasonal Online retail: Current Customer, Prospective Customer, Subscriber Shop/cafe goer: by location Volunteer

43 USER GROUPS >>> DEFINE SAMPLE USER GROUP ATTRIBUTES For each user group, begin a list of everything you know about them. This can be pulled from any of your research like analytics or surveys.

44 ANALYZE + RESEARCH >>> RESEARCH TOOLS 1. Analyze + Research Web + social analytics Surveys 5. Manage 2. Plan Field studies Usability tests Guerrilla testing User groups 4. Measure 3. Create Personas Journey Maps

45 PERSONAS >>> WHAT ARE THEY? A reliable and realistic representation of your key audience segments for reference based on user research. WHY USE IT? Helps people focus on a real world scenario when making decisions. Use when making content prioritization or feature decisions. FURTHER LEARNING Personas, Usability.gov

46 PERSONAS >>> EXAMPLES

47 ANALYZE + RESEARCH >>> RESEARCH TOOLS 1. Analyze + Research Web + social analytics Surveys 5. Manage 2. Plan Field studies Usability tests Guerrilla testing User groups 4. Measure 3. Create Personas Journey Maps

48 JOURNEY MAPS >>> WHAT IS IT? Documenting the user s entire experience from beginning to end. Can represent either current state or desired state. WHY USE IT? Helps define and align on the context of the user at every touchpoint and across all channels. Focuses stakeholders on user s emotions through the lifecycle. FURTHER LEARNING When and how to create journey maps, Nielsen Norman Group

49 JOURNEY MAPS >>> EXAMPLE Look for opportunities to improve the customer experience. Enables you to look at your business through a new lens Template source: nngroup.com/articles/customer-journey-mapping

50 JOURNEY MAPS >>> SIMPLIFIED 1. Write a persona 2. Map the process 3. Think, feel, do for each process 4. Define the opportunity! Template source: nngroup.com/articles/customer-journey-mapping

51 QUESTIONS?

52 NEED HELP? I know a pretty cool consultant who loves to support kickass companies like yours. >>> Carrie Hawthorne carrie@carriehawthorne.com