To be honest, there are more than five steps needed for a performance-driven approach to content. A lot more.
At the beginning of Information Development World in San Jose on Sept. 30, about 20 content professionals spent a day exploring performance-driven content in a workshop conducted by content strategists Paula L. Land and Kevin P. Nichols. During that day, the team touched on the numerous steps involved in developing a content approach that includes setting goals, measuring progress, and optimizing content based on how well it performs.
At the risk of slighting the complexity of the topic, I focus on five highlights. Even if you’re not implementing a complete performance-driven content plan (and almost no one has), these are steps that can probably boost your content efforts.
Start with good content.
Performance-driven content has its roots in data-driven marketing. In both, we measure how content performs to figure out what to do next. As Nichols explained, we focus on “measurements and evaluation of content in order to make decisions on future content priorities.” And of course starting with effective content sets us up for success.
Work with your content team on business requirements.
Business requirements are core inputs that go into developing a performance strategy. To gather these requirements, create or identify a content team – for example, the content strategist, copy writer, and product manager. They can act as a de facto governance team throughout the project. Get additional input from stakeholders, and distill the requirements into a project brief.
The Content Strategy Alliance published a project brief template you can use. This is one of the more than 40 tools included in The Content Strategy Alliance Tools and Templates: A Best Practices Handbook.
Pay attention to the user.
Nichols emphasized that a user journey map is the most important user input when developing a performance strategy. “The user journey defines the end-to-end steps the customer takes when interacting with your brand,” he stated.
Armed with a user journey, we can create a publishing model that focuses on user needs and content types, as opposed to business silos.
Nichols identified eight steps for developing a user journey map.
- Select the persona you’re charting the journey for.
- Document the user’s tasks.
- Chart the steps the user takes to complete a task (this can be done with varying levels of detail, depending on business and user needs.)
- Determine which users complete which tasks. This will provide valuable information about user states, and this data can help when developing personalized content.
- Identify triggers – the motivation that started the user on her journey.
- Map channel (web, mobile, app, packaging content, etc.) to each task.
- Define the content needed for each step and identify what is missing.
- Test the customer journey with user testing and other validation efforts.
Assess your content.
As Paula Land explained, in a performance-driven content approach, “constantly monitoring and optimizing content is the goal.” To do this, we need to figure out how much content we have (content inventory) and how good it is (content audit). The Content Strategy Alliance Handbook includes a content audit template with a list of factors to consider when evaluating content.
Land stressed that a content audit is not a job for the content strategist alone. The work of auditing should be spread around so that more people in an enterprise can learn the value of content and how improving it is everyone’s business.
Govern your content.
Once an audit is completed, the team can then plan content improvements and figure out how to make them. This is where governance comes in. Making change, especially with content, often requires organizational change.
If organizations didn’t include any people, that would be easy. “Numbers are easy,” Land said. “People are hard.”
Land outlined some processes and tools that can help an organization prepare for and make changes.
- Develop a team model to support governance. The more team members, the better. Just make sure to define roles and responsibilities.
- Train the team.
- Provide enough documentation so that everyone knows what to do and why.
- Communicate with the organization regularly.
- Use governance tools such as editorial calendars, style guides, and dashboards to report tracking data.
Throughout the course of the workshop, Land and Nichols examined numerous other details that go into performance-driven content: hard and soft metrics, omnichannel content delivery, and personalization. They’re all great candidates for future blog posts. But for now, I imagine most content strategists have their hands full with these five issues. How are you putting these steps to work?