Content Strategy for The Jewish Museum

Content strategy analyzing digital channels

he Jewish Museum Content Strategy

My role

Planning, creation, delivery, and governance of content

About

The purpose of the study was to develop a content strategy for The Jewish Museum on museum mile in New York City. It was to assess the ability of the content on the Jewish Museum website to expand awareness to local and international audiences across all cultures.


Discovery

We began the process by meeting with the digital team of TJM, who helped us develop a strong understanding of the museum’s identity, priorities and goals. By employing a variety of analytical tools, including persona development and competitive analyses, we analyzed the digital content available via TJM’s various digital channels. We also analyzed the museum’s physical content by visiting the museum itself, observing wayfinding documentation, and user testing.

“Content strategy focuses on the planning, creation, delivery, and governance of content”. www.usability.gov
Key themes
  • Collection
  • Exhibitions
  • Home page
  • About
  • Donate
  • Social Media
  • eNews
Jewish Museum website Jewish Museum website

Audience Analysis

We identified nine key users who would visit the museum and its digital content. Gathering findings from a framework, I created the persona for the employee, Jennifer A. Kelly.

Persona Jennifer A. Kelly
Persona

Jennifer is a recent graduate of NYU. She studied marketing because she likes working with people and wants her first job out of college to be in a museum. Jennifer is always on the move checking out the latest restaurant or hitting the gym. She has many friends and is always asking them to accompany her to see the newest exhibits around the city.

Customer Journey

We developed a framework of consumer decision making to help understand content and functional requirements – ultimately to move a customer,client, or constituent from one stage to the next. I followed Jennifer's journey across five stages.

Jennifer's journey Jennifer's journey

Competitive content assessment

The team decided who the top competitors were for the Jewish Museum based on stakeholder feedback and team research. I performed a competitive content assessment for The Noguchi Museum website, paying close attention to their message, navigation, accessibility, and site structure.

The Noguchi Museum

It was clear that the website entices user to not only visit the museum, but to expand their knowledge of Noguchi through hands on activities. There were links to many resources available for museum participation and further learning.

Key Findings

  • Usage of repetition to send a clear message about the goals of the organization
  • Allows visitors to take ownership by asking for feedback and implementing it
  • Concise Navigation
  • Remarkable personalization through tags
  • Helping users to understand site structure by adding the sitemap to the footer
  • Accessible research tools to use
The Noguchi Museum The Noguchi Museum

Content Production Process

We wanted to clarify the task goal and workflow, so proceeded with research to clarify the goal based on the museum’s mission and value, and plan the content development.

In order to build the team we connected different characters, such as researchers, event organizers, designers, and project managers.

We set guidelines to polish the plan
  • Collect the content to brainstorm the whole workflow
  • Evaluate the each section’s time
  • Get a written description of the event and review all final details
  • Content should be published in advance of the event date for marketing purposes
Content templates

We used an online platform called GatherContent to create templates for content areas. These template could be reused and streamline the production process. I setup the footer template and added corresponding categories with content input.

These template would serve to disseminate key information in the following ways:

  • Transfer information from experts to content writers
  • Exposes content gaps and needs to produce sustainable content
  • Metadata for discoverability & grouping
  • COPE (Create Once Publish Everywhere)
Content template Content template (website footer)

Mobile content assessment

Each section of the mobile website was assessed by a member of the team. I focused on the robust calendar, which consists of multiple viewing options including day, week, and month. There are over 10+ tag options listed for the calendar events and noted that on the mobile version of the site only a week view is accessible with a vertical scroll to see all events. There is not a way to access various tags.

Key findings
  • The website is responsive and the content lays well on the mobile
  • Chunking of content is neat and easy to follow and displays look less busy
  • Mixing horizontal and vertical scrolls leads to poor usability
  • Some sections of the website are too wordy for mobile
  • Padding of some content disappears and body text size is inconsistent
Website calendar Jewish Museum website calendar

Usability Summary

The process consisted A total of 18 users who were provided with two pieces of unique digital content from the museum’ website or social media channels. Each user was provided with a hypothetical use case then asked to read each piece of content and then answer questions about its quality, clarity, and efficacy as an information resource.

PROMPT EXAMPLES

Prompt: Was this content piece easy to understand?

“Yes, the words they choose deliver clear meaning” [Response Navigation Bar]

“Yes, it’s easy to understand. It tells you exactly what jobs and internships are available with pictures.” [Response Careers Page]

Prompt: Was this content piece structured in a way that made it easy to read/consume?

“Yes. I like the flyer look.“ [Response The Museum Shop eNews Letter]

“Yes, it’s easy to understand. It tells you exactly what jobs and internships are available with pictures.” [Response Careers Page]

Prompt: Did this content piece encourage you to explore other pieces of content on the site? If so, how and why?

“Yes, I liked the image. I would go on Instagram and see what else they posted.” [Veiled Meanings Instagram Post]

Findings
  • The museum’s content is easy to understand
  • Images and videos pique user interest
  • Be aware of the length of content’s impact on user engagement
  • More ‘political’ leaning content is hit or miss

Physical content assessment & site visit

We visited the museum located in museum mile in New York City and took notice of our surroundings. The prominent entrance acted as main hub for museum navigation and set the style. Visitors can easily find signs inside the Jewish museum, such as in the corners of the stairs, the elevator’s door, which is helpful for new visitors to find their destination. Most of the current exhibition objects are drawings and storytelling is enhanced through creative display and layouts.

exhibit Jewish Museum exhibit

Recommendations

Create a unified Governance Plan

Key points:

  • Ease the workflow process and unify all content with TJM’s mission
  • Collaborate with a Copywriter who has deep knowledge of The Jewish Museum Website and its content before publishing
  • Start with a style guide to apply consistent/appropriate Tone of Voice
Keep all doors open to different communities and cultures: continue serving the needs of local and global audiences

Key points:

  • Continue to explore the intersection of Jewish culture with other nontraditional communities
  • Provide context and foundational information about Jewish heritage in order to articulate The Jewish Museum’s mission more effectively
Images enhance and support strong storytelling for user engagement: balance text content with images

Key points:

  • Users responded best to images and videos during user testing
  • Icons on the webpage create a visual hierarchy which helps create better understanding of textual context
  • Break long blocks of text with images fore readability
Consolidate calendar to most important events, talks, and programs for easy distribution on other channels: sync all events on various channels

Key points:

  • Give one-off events priority on the event higher exposure
  • Events that are distributed on other channels should link to the same page
  • If events are duplicated on other channels (i.e. Facebook), the two calendars should match

Deliverables

  • Content Audit Findings
  • Competitive Content Assessment
  • Personas
  • Customer Journey Scenarios
  • Strategic Platform Assessment
  • Content Channel Analyses
  • Content Classes Analyses
  • Brand Tone of Voice Analyses
  • Content Production Process and Workflows
  • Content Model Templates
  • Content Metadata Samples
  • Governance Plan
  • Mobile Content Assessment
  • Content Usability Tests

Key Takeaways

Don’t lead users away from website

When signing up for the e-newsletter user ends up on a separate webpage without branding.

Make the donation process easier

The only way a user can access the Donate page is by clicking the link in the header of the Museum’s website. There are no distinctions between donation types and the drop down needs to be simpler, don’t make people do math.

Beware of information overload

About section has too much information and gives off the appearance of being cluttered.

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