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Building a data-driven content strategy

holly
April 17, 2019

Building a data-driven content strategy

Conduct a content audit to understand what content we have and what state it’s in? Of course. Conduct user research to understand the goals, pain points, and context of our audience, and how well the current state is working for them? Of course. Both activities generate valuable observations and insights—but it’s just, well, a lot. It can be hard to synthesize from either activity, much less bridge the two. Plus, many findings are qualitative, which have value, but are stronger when supported by quantitative findings.

This session will share methods and tools for building a user-centered, data-driven content strategy.

holly

April 17, 2019
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  1. Building a data-driven content strategy Holly Munson Senior Content Strategist,

    Think Company Connecting content audits and user research CONFAB 2019
  2. Think Company delivers design and technology leadership to create and

    manage impactful cross-channel experiences.
  3. Think Company delivers design and technology leadership to create and

    manage impactful cross-channel experiences.
  4. User-centered, data-driven content

  5. Takeaway How to use both quantitative and qualitative data, drawn

    from user research and a content audit, to build a content strategy
  6. You can do it!

  7. A note about data Quantitative Measurements If you want to

    know how much something happens, or how many of something there are Qualitative Descriptions If your question is about what happens or why something happens Definitions from Just Enough Research by Erika Hall
  8. Another note about data This is data. This is data.

  9. The process

  10. Questions

  11. Questions What do people need?

  12. Questions What do people need? What content do we have?

  13. Questions What do people need? What content do we have?

    Where are the gaps?
  14. Questions What do people need? Where are the gaps? What

    do we want to do about the gaps? What content do we have?
  15. Activities What do people need? Where are the gaps? What

    do we want to do about the gaps? What content do we have?
  16. Activities Where are the gaps? What do we want to

    do about the gaps? User research What content do we have?
  17. Activities Where are the gaps? What do we want to

    do about the gaps? User research Content audit
  18. Activities What do we want to do about the gaps?

    User research Content audit Synthesis and analysis
  19. Activities User research Content audit Synthesis and analysis Content strategy

    and implementation
  20. Challenges User research Content audit Synthesis and analysis Content strategy

    and implementation
  21. Challenges Silos Content audit Synthesis and analysis Content strategy and

    implementation
  22. Challenges Silos Inconsistency Synthesis and analysis Content strategy and implementation

  23. Challenges Silos Inconsistency Information overload Content strategy and implementation

  24. Challenges Silos Inconsistency Information overload Unclear next steps

  25. Solutions Silos Inconsistency Information overload Unclear next steps

  26. Solutions Clear connection points Inconsistency Information overload Unclear next steps

  27. Solutions Clear connection points Consistency Information overload Unclear next steps

  28. Solutions Clear connection points Consistency Clear themes and stronger insights

    Unclear next steps
  29. Solutions Clear connection points Consistency Clear themes and stronger insights

    Clear next steps
  30. The case study

  31. The case study Pharma.com* *Not its real name

  32. The project Redesign a website that delivers pharmaceutical product information

    and services to more than 600,000 U.S. health care professionals annually
  33. The goal Build a content strategy to unify 20+ teams

    and shift the content process and culture toward user-centered, data-driven design
  34. Activities 1. User research 2. Content audit 3. Synthesis and

    analysis 4. Content strategy and implementation
  35. User research

  36. User research What do people need?

  37. Research questions What are the top concerns of U.S. health

    care professionals?
  38. Research questions Generative/exploratory research = What is a good problem

    to solve for this audience? Definition adapted from Just Enough Research by Erika Hall
  39. Research method Industry report

  40. “I am concerned about the impact of the increase of

    cost of care for my patients” Research findings 88% of U.S. physicians agree:
  41. In which of the following areas is it most important

    for pharma to focus on over the next year? Research findings 49% Managing patient costs 8% Medication adherence 7% Simplified information 6% Medical education 5% Integrated data sources 5% Caregiver resources
  42. In which of the following areas is it most important

    for pharma to focus on over the next year? Research findings 49% Managing patient costs 8% Medication adherence 7% Simplified information 6% Medical education 5% Integrated data sources 5% Caregiver resources
  43. Research findings Managing patient costs Key user need

  44. Research questions Where do health care professionals find information about

    managing patient costs? How satisfied are they with their current resources? How receptive are they to getting this kind of information from a pharma company?
  45. Research questions Descriptive/explanatory research = What is the best way

    to solve the problem we’ve identified? Definition adapted from Just Enough Research by Erika Hall
  46. Research method In-depth interviews

  47. Research method Please write a letter of advice to a

    doctor, PA, RN, or office manager that is entering their first job. In your letter, please give an example of some challenges that you or your staff have encountered related to some key topics (below), and how you solved them. Please include any resources (people, websites, conferences, products, services, etc.) that were helpful in solving these challenges.
  48. Research findings Participants ranked “managing patient costs” as an area

    of need with the highest importance and lowest satisfaction I. M. P. O. R. T. A. N. C. E S. A. T. I. S. F. A. C. T. I. O. N
  49. Research findings “It could be the best drug in the

    world, but if the patient can’t afford it, you’re done.” –Registered nurse
  50. Research findings “My poor office manager stays late every Friday

    just to do prior authorizations.” –Primary care physician
  51. Research method Analytics and SEO

  52. Research findings The pages on the current site with the

    most views were related to billing and insurance coverage
  53. Research findings There were high monthly search volumes for terms

    like “[product name] coupon,” “patient assistance,” and “billing code”
  54. Research findings Quantitative Qualitative

  55. Research findings Secondary research Primary research

  56. Research findings Managing patient costs Coverage status Patient assistance Coupons

    and samples Billing codes Key user need Key content types
  57. Content audit

  58. Content audit What content do we have?

  59. Content audit process Define research question Decide scope Decide criteria

    Audit
  60. Research questions Evaluative research = Are we getting close to

    solving the problem? Definition adapted from Just Enough Research by Erika Hall
  61. Research questions Where is content located? How much content do

    we have overall?
  62. Research questions Where is content located? How much content do

    we have overall? What content do we have related to managing patient costs?
  63. Research questions Where is content located? How much content do

    we have overall? What content do we have related to managing patient costs? How good is it?
  64. Decide scope and criteria Content audit kickoff Kickoff agenda

  65. Decide scope Rough content inventory

  66. Decide scope Scope exercise

  67. Decide scope 15 websites 150 pages to audit 900 pages

    to inventory
  68. Decide criteria What even is good?

  69. Decide criteria Criteria = a category used to judge “Back

    in Jacksonville, I was in charge of a 60-person dance crew. Whenever we auditioned a new dancer, we would rate them in five categories: dancing ability, coolness, dopeness, freshness, and smart-brained.” Image: Social News XYZ
  70. Decide criteria Accessible Actionable Clear Consistent Controllable Credible Findable Functional

    Readable Sustainable Useful
  71. Decide criteria Accessible Actionable Clear Consistent Controllable Credible Findable Functional

    Readable Sustainable Useful
  72. Audit TIME TO ACTUALLY AUDIT

  73. Audit (with Airtable) Airtable template

  74. Inventory 900 pages to inventory Where is content located? How

    much content do we have overall? What content do we have related to managing patient costs?
  75. Content topics Managing patient costs Coverage status Patient assistance Coupons

    and samples Billing codes Key user need Key content types
  76. Topic tags

  77. Topic tags

  78. Audit 150 pages to audit How good is it?

  79. Audit

  80. Audit Image: Allie Brosh

  81. Checklists Example: Readable checklist • Does it use bullets, bolded

    keywords, and subheads? • Are words simple instead of complicated? • Are sentences simple and short (no more than 20 words)? • Is it free of jargon and internal terms? • Does it use active voice? • Is information organized in a logical way? (Is the most important information first/most visually prominent?) Content criteria checklist
  82. Audit notes

  83. Audit notes

  84. Audit tags Restructure with bullets, bolded keywords, and/or subheads

  85. Audit tags

  86. Audit tags

  87. Audit findings Percentage of product sections with content related to

    managing patient costs 85% Samples and coupons 22% Billing and insurance support 1% Coverage status
  88. Audit findings Pages about billing and insurance support are not

    sufficiently readable Most common edit needed: Make the most important information visually prominent Readable
  89. Audit findings 55% of all pages are not sufficiently findable

    Most common edit needed: Convert content in PDF or JPG into HTML text Findable
  90. Research findings Quantitative Qualitative

  91. A note about timing Content audit after user research is

    ideal If not, you can: Use topic tags and cross-reference with research later and/or Rely on content criteria to improve general usability
  92. Audit Research to guide which topics to focus on Checklists

    for more consistent observations Tags to quantify observations
  93. Synthesis and analysis

  94. Synthesis and analysis Where are the gaps?

  95. Synthesis and analysis User research + Content audit Qualitative +

    Quantitative
  96. The life-changing magic of tags

  97. Pulling it all together

  98. Pulling it all together The term “[product name] coupon” has

    a monthly search volume of 8,000. One registered nurse said, “It could be the best drug in the world, but if the patient can’t afford it, you’re done.” On Pharma.com, 85% of product sections provide info about samples and coupons.
  99. Pulling it all together The term “[product name] coupon” has

    a monthly search volume of 8,000. One registered nurse said, “It could be the best drug in the world, but if the patient can’t afford it, you’re done.” On Pharma.com, 85% of product sections provide info about samples and coupons.
  100. Pulling it all together 88% of health care professionals surveyed

    agreed, “I am concerned about the impact of the increase of cost of care for my patients.” On Pharma.com, only 1% of product sections provide information about coverage, and they have the most page views on the site.
  101. Pulling it all together 88% of health care professionals surveyed

    agreed, “I am concerned about the impact of the increase of cost of care for my patients.” On Pharma.com, only 1% of product sections provide information about coverage, and they have the most page views on the site.
  102. Pulling it all together The term “billing code” has a

    monthly search volume of 10,620. One primary care physician noted, “My poor office manager stays late every Friday just to do prior authorizations.” On Pharma.com, 22% of product sections provide information about billing and insurance support. Most pages about billing are insufficiently readable.
  103. Pulling it all together The term “billing code” has a

    monthly search volume of 10,620. One primary care physician noted, “My poor office manager stays late every Friday just to do prior authorizations.” On Pharma.com, 22% of product sections provide information about billing and insurance support. Most pages about billing are insufficiently readable.
  104. Pulling it all together TL;DR We know how well we’re

    doing in fulfilling this user need, and have some idea of what we could change
  105. Content strategy and implementation

  106. Content strategy and implementation What do we do about the

    gaps?
  107. Strategy Strategy workshop agenda

  108. Content revision planning

  109. Content revision planning Content owner A, here’s the plan for

    revising your content. • 8 pages need revising • Estimated effort: 20 hours Here’s the list of pages and the changes needed for each… Coupons page • Restructure with subheads Coverage Status page • Create new page
  110. Guidelines Content type: Coverage status This content type should include

    these elements… Here’s how those elements should be structured… Here are some editorial guidelines to keep in mind… Why this content type is important From our [date] research we learned: 88% of surveyed health care professionals agreed, “I am concerned about the impact of the increase of cost of care for my patients.” At the time, only 1% of product sections on Pharma.com provided information about coverage, and they had the most page views on the site.
  111. Governance Response to a content request Based on insights about

    what is most relevant to our audience, we deprioritized Content Type A and prioritized Coverage Status content. You can get more details in [document], but some highlights are [research insight 1] and [research insight 2].
  112. The outcome A website that improved the customer experience A

    cultural shift toward user-centered, data-driven content
  113. User-centered, data-driven content User research Content audit Synthesis and analysis

    Content strategy and implementation
  114. Thank you! Questions?

  115. Resources

  116. Resources ◦ Content audit kickoff agenda ◦ Content criteria checklist

    ◦ Strategy workshop agenda hollyvwmunson.com/speaking ◦ Airtable content audit template https://airtable.com/universe/exp qPWtoSFgpmUegy/website-conte nt-audit ◦ Airtable content audit tutorial https://www.thinkcompany.com/2 018/08/how-to-use-airtable-for-co ntent-audits-part-1/ https://www.thinkcompany.com/2 018/08/how-to-use-airtable-for-co ntent-audits-part-2/
  117. References Content criteria adapted from these sources: ◦ Meghan Casey,

    The Content Strategy Toolkit https://www.contentstrategy.com/the-content-strategy-toolkit ◦ Abby Covert, IA Heuristics Checklist https://understandinggroup.com/learn/posters/ia-heuristics-checklist/ ◦ Ahava Leibtag, Creating Valuable Content: A Step-by-Step Checklist https://contentmarketinginstitute.com/2016/09/checklist-valuable-content/ ◦ Erin Kissane, A Checklist for Content Work https://alistapart.com/article/a-checklist-for-content-work ◦ GatherContent, How to Set Up a Content Evaluation Plan http://gathercontent.com/wp-content/uploads/2016/03/GatherContent-cont ent-evaluation.pdf?__s=e5ipewads6qedstgykdk
  118. Special thanks! For help with refining this deck/talk: Dave Thomas,

    Matthew Bartholomew, Alli Hossack, Sunkwon Bush, Jess Ryan, Susana Galarza, Darian Davis, Brad Sukala, Kristi Olphin, and Chris Nappi For being the literal best: Dave Munson and Lars Munson
  119. None