Hands-on Content Strategy Workshop

Conxa Rodà, Universitat Oberta de Catalunya (UOC) & Museu Nacional d'Art de Catalunya (MNAC), Barcelona, Spain

Quality content is our best asset and content strategy is the best glue to connect our museums with the widest audience possible. But is the importance of content strategy well understood by those who work in the museums? How can content strategy help us better serve our audiences and help us fulfil our mission?
Museums are content generators by nature. Lots of content. From many different sources and media, through a diversity of channels and platforms. Do you know what content is produced in your organisation and why? Do you find it difficult to activate an internal collaborative process to get passive, unmotivated or overworked people on board?

Not to get lost or become uneffective, a content strategy is needed to optimize time and resources and, most of all, to better serve our audiences. Content strategy involves planning and governance of content inside an organisation. We’ll see the big picture and also get down to practicalities such as kickoff meetings, content audits, editorial guides, workflows, the main basic steps to develop an effective content strategy. Best practices of museums will be presented.

-Bloomstein, Margot (2012). Content Strategy at Work. MK
-Chmiel, Kate (2012). "Too much stuff! Content strategy for museum websites" http://www.museumsandtheweb.com/mw2012/programs/too_much_stuff_content_strategy_for_museum_w.html
-Halvorson, Kristina (2012) Content Strategy for the Web (2nd ed.), Pearson.
-Kissane, Erin (2010). The Elements of Content Strategy.
-McGovern, Gerry (2006) Killer Web Content. A&C Black
-Rodà, Conxa & Tasich, Tijana (2015) Content Strategy Workshop Museums and the Web 2015 Chicago, http://www.slideshare.net/teengily/content-strategy-workshop-museums-and-the-web-2015
-Watcher, Sara (2012) Content Everywhere: Strategy and Structure for Future-Ready Content. Rosenfeld.