Content Strategy Report
The Confederated Salish and Kootenai Tribes (CSKT) consists of 7,700 enrolled Tribal members, with 5,000 living on or near the Flathead Indian Reservation, an area of about 1.3 million acres, in Pablo, Montana. The Tribes include the Séliš or Bitterroot Salish, Qlispé or Upper Pend d’Oreille, and the Ksanka or Kootenai. This organization has a website that hopes to bring their community together and provide for their tribe members while preserving their land.
For my content strategy report, I decided to analyze the CSKT’s website. When I first saw the site, I could immediately tell there were major opportunities for improvement. As I dove deeper into my analysis, it turned out my hypothesis was correct. For my content strategy analysis, I took a deep dive into the website to see what works, what doesn’t work and what could be revised.
To start, I reviewed the CSKT’s request for proposal. When reviewing the proposal, I focused on their needs and goals. I reviewed their background, overview, goals, audience and project scope/requirements. Something that stood out to me from both the RFP and the website was the amount of external links and sites connected to the website, which influenced the organization of content.
This was the foundation of the direction of where I wanted the content strategy to go. I asked questions such as “what is the CSKT,” “what can people gain from this organization,” “what should they know about the organization,” “who gains from the organization and its services,” “why should people want to engage with the CSKT.”
By asking the who, what, where, when and why, I was able to narrow down the business goals and how the content can be organized.
The business goals I provide include:
Increase the use of services and resources among tribal members
Increase event attendance among members
Enroll more members
Promote tribal member engagement with local government
Increase CSKT job applications
Invite non-tribal members to utilize and enjoy the reservation land
To meet these goals, I noticed the layout of content needs to be organized and the written content needs to be shortened. By doing this, more visitors will engage on the site and be able to have a better user experience.
Based on the appearance alone, I could tell the website was lacking in a variety of ways. As I took a deeper look, I found there are flaws in the SEO with a lack of accessibility. A majority of page titles are duplicates, meta descriptions were duplicated and below the suggested character quantity and there were many flaws in meeting accessibility standards.
As I dove deeper, I noticed the writing is inconsistent with too big of paragraphs, long sentences and grammatical errors. The architecture of the site also has room for revisions. When I looked at other tribal websites, the CSKT website looks very outdated and overpacked with unnecessary content.
In my content strategy report, you will find my solutions to these problems and why changes need to be met. The report starts with analyzing the content. It reviews the organization, distribution, business and content goals, SEO and metadata, accessibility, writing, navigation and adaptability. After analyzing the content, my report goes into client needs, design ideas, KPIs and a list of the next steps to follow in the content lifecycle.
