Web Content Strategy in Practice within Academic Libraries
Web content strategy is a relatively new area of practice in industry, in higher education, and, correspondingly, within academic and research libraries. The authors conducted a web-based survey of academic and research library professionals in order to identify present trends in this area of professional practice by academic librarians and to establish an understanding of the degree of institutional engagement in web content strategy within academic and research libraries. This article presents the findings of that survey. Based on analysis of the results, we propose a web content strategy maturity model specific to academic libraries.
“About CMMI Institute,” CMMI Institute LLC, accessed May 28 2020, https://cmmiinstitute.com/company.
“CMMI Levels of Capability and Performance,” sec. Maturity Levels, CMMI Institute LLC, accessed May 28 2020, https://cmmiinstitute.com/learning/appraisals/levels.
Colleen Jones, “A Content Operations Maturity Model,” sec. A maturity model for content operations, Gather Content (blog), November 30, 2018, https://gathercontent.com/blog/content-operations-model-of-maturity.
Coral Sheldon-Hess, “UX, Consideration, and a CMMI-Based Model,” para. 6, July 25, 2013, http://www.sheldon-hess.org/coral/2013/07/ux-consideration-cmmi/.
Courtney McDonald and Heidi Burkhardt, “Library-Authored Web Content and the Need for Content Strategy,” Information Technology and Libraries 38, no. 3 (September 15, 2019): 8–21, https://doi.org/10.6017/ital.v38i3.11015.
Craig M. MacDonald, “‘It Takes a Village’: On UX Librarianship and Building UX Capacity in Libraries,” Journal of Library Administration 57, no. 2 (February 17, 2017): 196, https://doi.org/10.1080/01930826.2016.1232942.
“Email Marketing Benchmarks by Industry,” Mailchimp, accessed June 15, 2020, https://mailchimp.com/resources/email-marketing-benchmarks/.
Kristina Halvorson, Content Strategy for the Web, 2nd ed. (Berkeley, CA: New Riders, 2012), 28.
Scott W. H. Young, Zoe Chao, and Adam Chandler, “User Experience Methods and Maturity in Academic Libraries,” Information Technology and Libraries 39, no. 1 (March 16, 2020): 2, https://doi.org/10.6017/ital.v39i1.11787.
Sheldon-Hess, “UX, Consideration, and a CMMI-Based Model,” para. 2, http://www.sheldon-hess.org/coral/2013/07/ux-consideration-cmmi/.
Tracy Playle, “Ten Pillars for Getting the Most of Your Content: How Is Your University Doing?,” Pickle Jar Communications (blog), September 29, 2017, http://www.picklejarcommunications.com/2017/09/29/content-strategy-benchmarking/.
“Understanding the Content Maturity Model,” Content Strategy Inc. (blog), March 2016, https://www.contentstrategyinc.com/understanding-content-maturity-model/.
Zoë Randolph, “Where Do You Fall on the Content Operations Maturity Model?,” sec. The Content Operations Maturity Model, Kapost Blog (blog), April 20, 2020, https://kapost.com/b/content-operations-maturity-model/.
Copyright (c) 2021 Courtney McDonald, Heidi Burkhardt
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.