This document discusses content strategy and content management for government organizations' websites. It covers how websites have evolved to include more targeted, fresher, and accessible content as well as social media, multimedia, and engagement features. Content management systems now offer more flexibility and the ability to share content across pages and sites. An effective content strategy identifies the key questions about an organization's content and helps produce high quality, consistent content that optimizes resources. Agile processes allow for continuous optimization through tracking, measuring, analyzing, inspecting, and adjusting approaches. Social media, analytics, and campaign management tools can be used together with a content management system to create synergy around targeted, quality content.

1. Web Communication in the
Public Sector
Content Strategy + Content Management for
Government Organizations

2. Hi
Kat Liendgens
kat@hannonhill.com
@katliendgens
www.hannonhill.com
@hannon_hill

3. What we’ll discuss
• Website Evolution
• Content Strategy
• Agile Processes and Communications
• Social Media
• Metrics
• Campaign Management

4. Websites: Then and Now

5. Websites: Then and Now
• More targeted content
• Fresher content
• Accessibility
• Multi-lingual
• Social media
• Subscriptions/Syndication
• Multi-media
• Engagement and interaction

6. The Evolution of Web Content
Management Systems
• Flexibility and scalability
• Content sharing between pages and sites
• COPE: Create Once Publish Everywhere
• The focus is on content strategy

7. Content Strategy: It’s time
• Determines how to best serve your target
audience
• Involves analytics to assess the success of
existing content

8. Content Strategy
Identify the questions that you need your
content strategy to answer:
– What?
– Who?
– When?
– Where?
– How?

9. Content Strategy - Outcomes
• High quality content
• Better resource allocations
• Better workflows
• Improves your SEO
• Optimizes promotion of your content
• Ability to do more with less (smart and agile
content repurposing)

10. Content Strategy - Outcomes
• Helps you identify what works best
• Better consistency of your message
• Fewer back and forth: IT, Communications,
other departments work together and
everybody understands each other’s goals and
processes

11. Content Strategy – Getting Started
• Baby Steps
• Low hanging fruit
• Know your team
• Know your audience

12. Content Strategy – Getting Started
• Identify key messages and strategic goals
• Content audit
• Content gaps
• Editorial calendar
• Be agile

13. Agile Methodologies
• Track -> Measure -> Analyze -> Inspect -> Adjust
• Easy to make changes
• Continuously optimize your approach
• Without metrics, you can’t get better

14. Agile Processes
• Traditional: Massive re-designs, long processes
• Now: Ongoing process, ongoing tuning
http://uxdesign.smashingmagazine.com/2012/05/16/stop-redesigning-start-tuning-your-site/

15. Agile Communications and PR
• Goals and objectives
• Track and measure
• Inspect and adjust
• Engagement

16. Social Media
• Not a replacement for your CMS
• Communicate with your audience
• Promote your content and provide value
• Reputation management
• Track, measure, analyze, adjust

17. Analytics
Web Analytics
– Start small – define a few measurable goals
– Measure conversions
– Use the data to make content (and design!)
decisions

18. Analytics
• Key to analytics: Action Items
• Provide your content contributors with data
they can use:
– Keywords and search terms
– Referring sites and inbound links
– Social media channel measurement
– Entry and exit points
– Conversion rates

19. Analytics
Social analytics
– Followers, likes, subscribers
– Traffic sources
– Engagement score

20. Campaign Management
Website
Social Media
Sustainability Event
A/B Test Calls to Action
QR codes for promotion
Cost per participant
QR codes attendance tracking
Form Conversions
Emails

21. Content Synergy
Content Management System + Content Marketing/Strategy Tool
Targeted, Quality Content
Website Analytics
Easy content creation
Content Audit
Multi-site management Social Analytics
Campaign Management
Cross-site sharing of content
Forms and Landing Pages
Users/Groups/Roles
Behavior Tracking
In-Context Analytics Conversion Rates
Multimedia management Social Media Management
Approval workflows
Engagement tracking
Editorial Calendar
Users/Groups/Roles
Content syndication
Search Engine Optimization
Brand consistency
A/B Testing
Actionable Data

22. Putting it all together
• Agility:
– Focus on content, social media, measurement,
ROI
– Campaign management and optimization
• Develop a content strategy
• Set goals and objectives

23. Putting it all together
• Use social media to promote your content and
to interact with your audience
• Use web and social analytics
• Track as much as you can
• Inspect your results and adjust your strategy
• Content Synergy: Better content and wider
reach

24. Questions, please?
kat@hannonhill.com
@katliendgens
www.hannonhill.com
@hannon_hill