Web Communication in the Public Sector

Content Strategy + Content Management for Government Organizations

Hi

Kat Liendgenskat@hannonhill.com@katliendgenswww.hannonhill.com@hannon_hill

What we’ll discuss

• Website Evolution• Content Strategy• Agile Processes and Communications• Social Media• Metrics• Campaign Management

Websites: Then and Now

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

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

Content Strategy: It’s time

• Determines how to best serve your target audience

• Involves analytics to assess the success of existing content

Content Strategy

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

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)

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

Content Strategy – Getting Started

• Baby Steps• Low hanging fruit• Know your team • Know your audience

Content Strategy – Getting Started

• Identify key messages and strategic goals• Content audit• Content gaps• Editorial calendar• Be agile

Agile Methodologies

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

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/

Agile Communications and PR

• Goals and objectives• Track and measure• Inspect and adjust• Engagement

Social Media

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

Analytics

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

decisions

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

Analytics

Social analytics– Followers, likes, subscribers– Traffic sources – Engagement score

Campaign ManagementWebsite

Social Media

Sustainability Event

Emails

Anno

unce

men

t/

Land

ing P

age

Event follow-ups

Promo posts

Form Conversions

A/B Test Calls to Action

QR codes for promotion

QR codes attendance tracking

Videos

Cost per participant

Content Management System Content Marketing/Strategy Tool

Website Analytics

Social Analytics

Forms and Landing Pages

Conversion Rates

Engagement tracking

Search Engine Optimization

Social Media Management

Brand consistency

Content Audit

Editorial Calendar

Behavior Tracking

Multi-site management

Cross-site sharing of content

Users/Groups/Roles

Easy content creation

In-Context Analytics

Approval workflows

A/B Testing

Content syndication

Multimedia management

Users/Groups/Roles

+

Actionable Data

Targeted, Quality Content

Campaign Management

Content Synergy

Putting it all together

• Agility:– Focus on content, social media, measurement, ROI– Campaign management and optimization

• Develop a content strategy• Set goals and objectives

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

Questions, please?

kat@hannonhill.com@katliendgenswww.hannonhill.com@hannon_hill