All Carrot, No Stock: Content Strategy When You Can't Say No

Transcript

1. All Carrot, No Stick Content Strategy When You Can’t Say No Confab 2019
2. Greg Dunlap I work at Lullabot as a Digital Strategist I like pinball and cats @gregddunlap
3. ONE TIME, AT CONFAB…
7. “All we have is carrots. We don’t have any sticks” – State of Georgia stakeholder
9. Umbrella Subsidiaries Users ARCHIPELAGO PRIORITIES
10. State Agencies Citizens STATE GOVERNMENT
11. University Departments Students HIGHER EDUCATION
12. Conglomerate Networks Viewers MASS MEDIA
13. League Teams Fans MAJOR LEAGUE SPORTS
14. CENTRALIZED Umbrella Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary
15. DE-CENTRALIZED Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Umbrella
16. MIXED Umbrella Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary Subsidiary
17. Umbrella Subsidiaries Users
18. Umbrella Subsidiaries Users
19. PROBLEMS • Finding Commonalities *and* Uniqueness • Combatting Isolation • Respecting Autonomy • Avoiding Entropy
20. SOLUTIONS • Do The Research • Build Bridges • Verify Solutions • Measure + Iterate
21. RESEARCH Photo by William Iven
22. USERS
23. INTERVIEWS
25. “We’re just uploading pictures into the body field and getting things to all flow right is hard.” – Georgia state agency employee “Always want more formatting freedom.” – Georgia state agency employee “We use tables for layouts even though we know its not encouraged.” – Georgia state agency employee
27. Photo by Evan Dennis
28. CONTENT
29. INVENTORY CONSIDERATIONS • Grab everything • Examine the edges • Aggregate *and* divide
30. GRAB EVERYTHING Photo by Kyrios Kyriakos
31. EXAMINE THE EDGES
33. OTHER PROPERTIES • Statistics from Google Analytics • <H1> / <TITLE> length • Text : HTML Ratio • Custom properties
34. AGGREGATE *AND* DIVIDE Photo by Anthony Intraversato
35. PDF HTML DOC
37. Photo by AbsolutVision
38. BUILD BRIDGES
 (OR TUNNELS)
39. REACH OUT Photo by Kal Visuals
40. FIND A CHAMPION
 (AND BE ONE YOURSELF) Photo by Gabrielle Braga
41. COLLABORATE ON SOLUTIONS
43. VERIFY SOLUTIONS
44. MULTIPLE PEOPLE
45. MULTIPLE FORMS
46. MULTIPLE TIMES Photo by Qingbao Meng
47. Photo by PeopleImages
48. MEASURE + ITERATE Photo by Isaac Smith
49. IDENTIFY Photo by ar130405
50. ANALYZE Photo by Mick Haupt
51. SOCIALIZE Photo by burst
52. AGGREGATE AND COMPARE Photo bu Adie Wubben
53. STICKS Photo by Alicja
54. Umbrella
 (Digital Services) Subsidiaries
 (State Agencies) Users
 (Citizens)
55. Digital Services Agencies Users Consistent, device-agnostic, accessible information Better metrics and reporting, more consistent content, less agency support Flexible tools to manage their content without the wall of text issues.
56. EVOLUTION NOT REVOLUTION Photo by Suzanne D Williams
57. THANK YOU