Website Content Management How to Market Your Church Workshop April 5, 2013

“When we moved, a church’s website was our first filter to find a church. A lot of churches had crummy websites and regardless of how great a church might be, we would pass them by.” From market research collected by The Episcopal Church 2009

What is Content Management? The creation, publication, and ongoing maintenance of relevant content.

Content Creation Understanding what your audience/user needs to know about you and delivering it in a compelling way.

Content Creation Good content should: – Tell your story – Answer people’s questions – Motivate – Allow for decision-making – Manage expectations

Content Elements Text Graphics Video Audio Links

Content Style Defines the guidelines by which all content is governed.

Content Style Set a template for editorial style: – Font – Font size – Use of logo/name/image – Capitalization – Use of italics – Use of images

Publication System How to organize, deliver, and preserve your content.

Publication System Break the creation of content into manageable pieces. Designate someone — the gate keeper — to aggregate, edit, and post the content. Always have an extra set of eyes for proofing prior to publishing.

Publication System Think of your website as a house you are building. Organize your content in categories by key messages. Deliver your content with your user’s point of view in mind always.

Content Site Map About Welcome History Clergy/Staff Vestry Directions Contact Us Worship Sermons Baptisms Funerals Weddings Confirmation Get Involved Christian Formation Weekday Offerings Pastoral Care Outreach Parish Life

Content Site Map Giving Make a Pledge Stewardship Capital Campaign Memorial Funds News Newsletter Parish Communications Events Missions Calendar

Maintenance Designate specific people to be responsible for specific sections of content. Provide an easy way for them to submit changes to existing content. Have one person — the gate keeper — responsible for making the changes.

Key Things to Know Your website is never “done.” It will always be a work in progress. Build that into the plan right up front. Publish content in one place ONLY. Effective content is always about what the audience needs or wants, not about the internal workings of the church itself.

Key Things to Know Deciding what to leave off your website is just as important as deciding what goes on. There are only two things that matter when it comes to web content: your church’s goals and your audience’s needs. Don’t commit to content that you do not create or maintain.