Background

The Wenham Museum is dedicated to explaining the history and exploring culture for children. The Wenham Museum primarily hopes to engage family-centered audiences through a series of exhibits, programs, and activities that provide hands-on cultural exploration for children of all ages. The North Shore community and surrounding area are a great educational resource to engage school and family groups in exploration.

 Proposal

The information in this proposal was derived from an external survey of the Wenham Museum website, which included content from all pages of the Wenham Museum website. The current content strategy was evaluated to improve the museum's content strategy. The proposal provides guidelines for positive changes to the Wenham Museum's content strategy. It also informed the Wenham Museum's future planning.

Goals

• Increase brand influence and attention

• Attract more target users

• Obtain more donations and support

Core Strategy

Spread the word to expand the influence and attention of the brand by expanding the cooperation and combination of organizations outside the community.

Business Model & Internal Structure

To better understand Wenham's business model and internal structure, we were able to better understand how they operate. By conducting one-on-one and one-on-many interviews and conversations with trustee board members and professionals to understand the museum's mission and target market, a new marketing strategy could be developed.

Content Audit

• Quantitative inventory

• Qualitative audit

Competitor Analysis

SEO Analysis

Quantitative inventory

We need to make a detailed inventory of all the content and details of the current Wenham Museum website. The data we need to collect in the inventory includes content identification number, page title or subject, URL, content format, content source, metadata, traffic or usage statistics, language used, and last updated date.

Qualitative audit

The qualitative audit will be a further assessment and analysis of the quantitative inventory. We will assess the content of the Wenham Museum website for Findability, Readability, Understandable, Knowledge level, Actionability, Accuracy, Usability, and Value.

Issues Discovered

Findability

• After clicking on the "Shop" page, you cannot go back to other pages.

• Pages are not accessible through navigation or links in the page.

• The word "Things to Do" can be found in the menu bar, but when clicked, it shows "Activities" in the navigation, which may confuse the target audience.

Readability

• The content was not built exactly according to the Style Guide, resulting in inconsistent web content.

Actionability

• Pages have too many of the same links and even links or buttons that are placed directly there for people to click on without providing any information.

• On the event pages, there are no buttons or links to direct the target audience to the next step.

Accuracy

• The page about Covid-19 has not been updated in time since May 29, 2021.

• The page displays with errors that prevent the content from being displayed.

• The site has many outdated events marked "Coming Soon" on the "Exhibitions" page, and the site is stacked with outdated event pages.

Recommendation

Accuracy

• Content review tool created to identify outdated and incorrect content for timely removal and update.

• Review of content will be conducted on a regular basis and assigned to a staff member.

Findability

• Change "Things to do" to "Activities."

• Add a unified navigation system to the "Shop" page

Actionability

• Remove identical links on pages that have too many links.

• Create a uniform standard so that future pages are consistent and don't get lost in buttons or links.

Readability

• Create a style guide standard so that the content of all web pages can be

  Standardized.

• Designate staff to regularly review content for compliance with the style guide standards.

Conclusion

Through this project, I found that I was able to give users not only quality content but also a good user experience through content strategy. Through proposals, research, and analysis, the site was able to make timely adjustments to the existing content strategy to achieve the core strategy and purpose. More importantly, I practiced and learned how to use quantitative research to analyze website data to find the best solutions.