Categories
Content Strategy

Content Strategy with Kristina Halvorson

Kristina Halvorson is the author of Content Strategy for the Web. I was excited to hear her speak to the Content Strategy New England Meet Up group on May 24, 2010.

What are the essential elements of content strategy?

  • Auditing and Assessment – what’s the available content? What are the skill sets of the persons in the organization? What is their work flow? What do their competitors do? What are the needs? What are the Key Performance Indicators (KPIs)?
  • Messaging/Substance – what are you trying to say? What should your readers leave with or act upon? Can you archive older, less vital material in order to retain it but also have it leave more room for content that is more in demand?
  • Structure – usability and design are key. Make it easy to browse for and search for content. Add a taxonomy and metadata.
  • Workflow and Governance – what are the tools to move content through an organization? What are the metrics, and how will they be analysed? How does the organization decide which content is going to go out there? Who makes the decisions?


Ms. Halvorson talked a lot about working with companies that simply do not seem to get it. She made it clear that these strategies need to be implemented by humans, not automated CMS systems.

Tips included:

  • Make and stick to an Editorial Calendar
  • Create a Governance Policy
  • Identify Standards and Goals
  • Create and adhere to Benchmarks
  • Establish Guidelines
  • Create a Content Inventory


She recommended not only her own book but also a blog post by Rachel Lovinger, The Philosophy of Data.

One final whimsical, yet still serious tip: When you find cool stuff, tweet about it.

And so we will.

Categories
Book Reviews

Lynn Beighley’s Drupal for Dummies, a Book Review

Lynn Beighley’s Drupal for Dummies

Lynn Beighley’s Drupal for Dummies is a beginners’ reference for learning the basics of Drupal. Frankly, after getting through the installation, it all seemed rather simple, which I suppose is a testament to Ms. Beighley’s skills as a writer and an educator. I don’t mind reviewing a book with the word “Dummies” in the title.

Drupal logo
Drupal logo (Photo credit: Wikipedia)

 

The book is written in the standard Dummies modular format, whereby you can skip around if you wish and not lose too much by not taking everything in order. A good thing, as the chapter on setting a strategy inexplicably comes after the one on installation. To my mind, that is placing the cart before the horse. Don’t we want a strategy before we go to the trouble of purchasing a domain and starting to put content out there? After all, a poorly conceived site could financially harm a company.

The book is also a little confusing when it comes to differentiating pages and stories. Stories seem to be aggregations of pages, or they might be more frequently updated than pages, but that’s tough to tell at first read.

The book discusses forums a bit but does not go far into community management as a whole. There doesn’t seem to be anything in here about, for example, restricting user access or even out and out denying a user access to any given site. While banning users is not the only function of a Community Manager, it’s still an important one, and it can be one that needs to be performed rather quickly. It’s outside of scope to talk about community management theory, strategy or values, but a quick how-to when it comes to banning users would be a fine (and small!) addition to this book. However, using a Captcha to eliminate auto-joining bots, and Mollom to detect spam, are covered.

 

The main features of Drupal come out when Ms. Beighley talks about themes and basic site modules, such as blogs, image galleries and storefronts. The reader begins to see why Drupal might be a good choice for creating a website. There’s little to no coverage of the Open Source culture that created Drupal, but that’s probably beside the point.

The main purpose of the book is to get an Administrator started with setting up and using Drupal, but there’s very little on modification, shy of basic changes such as swapping out themes. One never gets into the guts of the application and the hood is never lifted. There are links pointing to websites where a user can learn more about the application, but they seem to be tacked onto the end of the book. Even a pointer to a more advanced Dummies book on Drupal (even if there’s an attempt to bundle two books in order to increase the profit to the enormous Dummies empire) would be of some help.

It just feels like, when you get to the end of the book: now what?

Rating

2/5

Categories
Career changing

May 12, 2010 Mass Innovation Night (#MIN14)

On May 12, 2010, I attended the 14th Mass. Innovation Night.

As always, the night was hosted by Bobbie Carlton and Dan Englander, with Joe Perry of IBM graciously offering the IBM Innovation space in Waltham for the event.

The following companies had booths:

  • buckts – They make a Firefox add-on to aggregate together shopping, Google search, Facebook updates and the like.
  • Mystery Meet – Boston Foodies discover new restaurants by enjoying a special prix fixe menu at a new Boston restaurant on the second Tuesday of every month.
  • Pearl’s Premium Grass Seed – low maintenance grass seed that grows slowly and seldom needs cutting or watering.
  • Reinforced Care – reducing hospital readmissions by focusing on patient aftercare.
  • Software Horizons – ‘Design Once, Deploy Anywhere’ HMI Technology and
  • WOW Mobile – unlimited US calling, texting, Internet and email
  • .

The following experts offered their services:

Bobbie confessed that Mass. Innovation Nights is one small step to world domination. In Innovation Nights, that is. Hence there is now an effort underway to expand a little. The first expansion is set for Portland, Maine. Stacie Andrews presented about MEInno (Maine Innovation) and MeetImpact. MEInno will have their first event on Friday, August 13th, 2010. Stacie also runs Meet Impact, a calendar for New England events. She took names and websites and/or blogs and promised to create an interactive calendar whereby everyone could share upcoming events.

The following companies had a chance to present:

The presentations were all interesting although I have to give props to Boomerang for including smiling Buddha in their slideshow. For me, the single most useful items seem to be Webinar Listings (I love webinars and they are great for filling scheduling holes but I can’t always find them, so it’s a joy to see them all listed together) and Meet Impact (to eliminate as many scheduling holes as possible).

Oh, and contrary to perhaps popular Tweet, I did not clonk Josh in the head with a mug.

Thanks again to Bobbie, Dan and Joe — looking forward to the next one, which is going to be Thursday, June 3rd, 2010.

Categories
Career changing

May 7, 2010 Community Roundtable

On May 7th, I attended the Community Roundtable’s Live Lunch at Jasper White’s Summer Shack in Cambridge.

In attendance were, among others, Rachel Happe and Jim Storer, Tracy Lee Carroll, Leanne Chase, Barbara Gavin, Paul Geffen, Joe Lima, Cindy Meltzer, Jabu Mguni, Vanessa Rhinesmith, Ellen Rossano, Masoud Shadravan, Mike Schneider, Christine Sierra and Jim Spencer.

Plus … Vanessa’s sweet little 2-month old daughter, Lucy.

And then there was a surprise addition: Jeff Cutler. And I think another … I may have lost track of the participants. Meghan Biro and Kelley Kassa were unfortunately unable to attend.

Barbara very graciously offered two books for review. Joe took one; I didn’t see where the other one ended up.

The real discussion was about work-life balance. As Community Managers, we aren’t necessarily tied to a nine to five-style job. And employers need to understand that we want some balance to our days. The job may be mainly computer work but it is no less tiring.

The discussion also turned to hula hoops (Jim and Rachel brought one, but no one used it although the lobsters in the tank seemed to be likely candidates) and Summer plans (the setting at the Summer Shack does seem to encourage that). Plus the fact that the cultural exchange between Massachusetts and New Hampshire seems to involve Bay Staters going North for cheap booze and Granite Staters coming South for Whole Foods runs. Okay, well maybe not that.

The gist of it all is that, as Community Managers, we are the careful, consideration folks online. Sometimes it’s good to set that aside for a while and just live a little.

Looking forward to the next one, in two weeks.

Categories
Career changing

April 29, 2010 Acquia Webinar

On April 29, I listened in on a webinar being held by Acquia. The subject: Acquia JumpStart Program: Plant The Seeds for Drupal Success. The panelists were Bryan House (who was also hosting), Joanne Dawson and Robert Douglass.

All participants were sent a “Getting Started with Drupal Checklist”. Acquia’s mission is to help organizations of all sizes be successful with Drupal – this includes hosting, development, support and training, among other features. Stated simply, Drupal is an open-source forums (community) software solution (although it can be used for a lot more than that).

Acquia comes into a business and performs the Drupal installation themselves. Since Drupal installation can be rather difficult, this is a significant way to slash ramp-up time. The on-site Acquia personnel perform training, including, on the first day, an introduction, user management, content creation, taxonomy (organizing and categorizing the site), blocks (small boxes/widgets of content that can appear on the sides of a page) and the menu.

One pleasant addition is Acquia’s own forums, which are used to enhance their tech support. They have regular technical support, naturally, but it’s refreshing to see the company using its own product and feeling free enough to allow its users to help one another.

Acquia Drupal currently uses the most recent version of Drupal 6.

Categories
Career changing

May 3, 2010 EditMe Webinar

On May 3rd, I listened in on a webinar given by EditMe. The topic was: Content Creation in the Middle of the Sales Funnel.

The guest speaker was John C. Stone III.

The reason for the webinar was, while prospects come through the top of the sales funnel as always (inquiries), where people download papers, comment on blogs, sign up for webinars, etc., they can take a good seven to nine exposures to the product before they move through the funnel. Essentially, there needs to be a nurturing of these leads in order to eventually convert them into prospects and later sales. The top of the funnel is clogged. How does a company begin to move people down the chute?

Building authentic content offers a lot of value. This helps the top of the funnel with SEO and to bring prospects in. But it also helps with the middle, in order to continue to bring them toward the culmination, which is a sale.

Good content should be sharable, entertaining, stylized, etc.

The first thing to do is, define the revenue architecture. It’s a blueprint for how to attract, nurture, sell and expand profitable relationships with chosen customers.

Look at the Lead to Close process. This is where the greatest level of transformation has occurred in the past few years. What’s the web presence? What’s the content? Is it customized (and is too much time being spent on this?)? Is there an inbound lead capture? An outbound process? Integrating campaigns can help, as can enhancing the web site presence. Social media engagement can increase awareness and build “street cred”.

What’s the Go to Market Strategy? Is the messaging persuasive? Are the programs innovative? How can the company leverage a sustainable content process? It helps to have easily editable, sharable, single source content.

How are the Customer Relationships? Is there good client retention? How is account management handled?

Social collaboration is the key. Sales personnel need to share their information and be able to tap into what is essentially a bank of relevant data about their prospects. The best way to do this is by using easy to use collaborative software — otherwise, it won’t be used by the sales force. This is items like Wikis, blogs, etc. Essentially the idea is to allow for rapid collaborative use. Where EditMe can come in is in creating a uniform sales portal and promoting efficiency as sales representatives will have better and more up to date information at their fingertips. It should be a living document, collaborated on by as many experts in a company as possible. This can lead to more conversions.

The upshot of it all — working together is what it’s all about.

Categories
Personal

Second 5K of 2010

This one was accomplished yesterday. Man oh man am I tired.

It’s not helping that there’s a major water restriction going on in Boston right now, and today it’s supposed to hit (this is not a typo): 88 F.

Fortunately, showering is considered safe. But I can’t help wondering whether any of my many planned social media networking events are going to be cancelled or moved.

Stay tuned.