Rethinking Content Strategy at The National Archives: Moving Beyond the Blog

In an age where information is consumed in bite-sized chunks and attention spans are shrinking, how do you ensure that a thousand years of history remains accessible, engaging, and relevant? The National Archives has found an answer.

In a recent conference presentation, Lizzy Bullock, Lead Content Designer in the Digital Services department, shared insights into how The National Archives has transitioned from a traditional blogging model to a more dynamic, evergreen content strategy.

This move is not just about adapting to the digital age; it’s about ensuring that the institution’s rich resources are accessible to a broader, more diverse audience.

The Role of The National Archives: Preserving the Past, Engaging the Present

The National Archives plays a crucial role as the official archive and publisher for the UK Government, as well as for England and Wales. With a history spanning over a millennium, the institution safeguards a treasure trove of iconic national documents, from the Domesday Book and the Treason Act to records of suffragettes and even government tweets.

These documents are not just relics of the past; they are living records, accessible to the public for research, exploration, and discovery. Whether through temporary exhibitions, events, or personal research, visitors can immerse themselves in these documents and uncover the stories within.

But as the digital landscape evolves, so too must the way The National Archives presents its content online. The challenge is making this wealth of information accessible and engaging for both seasoned researchers and newcomers who may be unfamiliar with what an archive offers.

From Blogs to Evergreen: Why The National Archives Made the Shift

For over a decade, The National Archives relied on its WordPress blog as the primary vehicle for sharing interpretive content. This blog, housed on a separate subdomain, accumulated over 2,000 posts.

However, as Lizzy Bullock explained, this format had its limitations. The blog’s content—a mix of general interest pieces and posts aimed at professional archivists and scholars—often failed to fully engage either audience. Moreover, the dated nature of blog posts meant that valuable stories quickly became outdated and buried under newer content.

“Evergreen content serves as the bedrock of your interpretive offer. It’s where you showcase the perennially important stories your users want to know about and where you communicate your USP.” — Lizzy Bullock

Recognising these challenges, The National Archives embarked on a multi-year project to redesign its website with a key objective: to better integrate its catalog with interpretive content and create a more user-friendly experience. Central to this redesign was a shift away from the traditional blogging model towards more versatile, evergreen content formats.

What Is Evergreen Content and Why Does It Matter?

So, what exactly is evergreen content? According to Bullock, evergreen content is designed to remain relevant long after its initial publication. Unlike blog posts, which are often time-sensitive and date-stamped, evergreen content is regularly reviewed, updated, and, when necessary, repurposed or retired as part of a carefully managed content lifecycle.

Evergreen content serves as the foundation of The National Archives’ interpretive offerings. It allows the institution to showcase enduringly significant stories and communicate its unique value proposition (USP) to users.

While timely content—explicitly tied to current events or anniversaries—remains important for demonstrating the institution’s dynamism and relevance, it is not the most effective medium for telling core stories meant to be revisited time and again.

Developing New Content Formats: A Tailored Approach

In reimagining its content strategy, The National Archives introduced four distinct evergreen formats, each designed with user engagement in mind. These formats are housed in a new section of the website called “Explore the Collection” and offer varying levels of depth to cater to different user needs:

1. Record Revealed: This format focuses on a single document, offering an in-depth look at its significance with transcripts and high-quality images. It serves both expert users interested in detailed exploration and newcomers seeking an easy introduction. For instance, a recent “Record Revealed” feature on the Magna Carta not only delves into its historical significance but also allows users to examine the document in unprecedented detail.

2. Highlights Galleries: These galleries feature curated selections of 4-10 documents centered around a particular theme, allowing users to browse and gain a general understanding of the topic. This format is especially useful for new users unfamiliar with the archives.

3. Stories: These mid-length articles provide overviews of people, places, or events, serving as starting points for further exploration. They offer a balanced depth of content suitable for a broad audience.

4. Focused Articles: For users with a deeper interest in history, these longer articles offer detailed analyses of specific topics. Though more in-depth, the content remains accessible to all readers.

These formats offer more flexibility and structure in how The National Archives presents its content. Unlike the one-size-fits-all approach of blogging, these templates are tailored to the needs of different users and the unique characteristics of the archives’ collection.

Challenges and Learnings: The Road to Evergreen Content

Transitioning to an evergreen content strategy has not been without its challenges. One significant hurdle has been managing the expectations and contributions of content authors, many of whom have been accustomed to the more flexible and less structured blogging format.

As Bullock notes, building strong relationships with stakeholders, providing detailed briefs for each content format, and offering ongoing support and training to authors have been crucial steps in this process.

“By not thinking about the format in which you tell your stories, are you actually restricting yourself and making single-use content?” — Lizzy Bullock

For instance, user research has shown that shorter, more concise content is essential, particularly for new users. However, for passionate experts used to expansive blog posts, this has been a difficult adjustment. Writing shorter, more focused content often requires more effort than longer pieces, as Bullock explains: *”Often, shorter text is harder to write.”*

Moreover, the process of developing new content formats has been iterative, with regular user testing guiding adjustments and refinements. This approach has occasionally led to shifting requirements for authors, which can be frustrating for busy professionals.

Bullock emphasises the need for transparency in the development process and the importance of engaging authors early and often.

Professionalizing Content Production: Quality Over Quantity

The shift to evergreen content has also necessitated a more professionalized approach to content production. Unlike the quick turnaround of blog posts, evergreen content requires rigorous copyediting, high-quality images, and careful consideration of how topics align with user needs and institutional priorities.

This shift has reduced the overall volume of content published each year but has significantly increased its quality and longevity. In 2022, before making this transition, The National Archives published 170 blog posts. With the new strategy, the focus has shifted from quantity to quality, ensuring that each piece of content meets an identified user need and showcases the institution’s strengths.

Supporting the Team: A Collaborative Effort

Bullock also highlights the importance of providing ongoing support to content authors as they adjust to the new formats. Detailed briefs for each content type, workshops, and one-on-one sessions have been vital in ensuring that authors understand the purpose, audience, and tone of voice required for each format.

For example, every brief for the new formats explains in detail the purpose of the content, its audience, tone of voice, guidance on word counts, use of images, and what media can and cannot be included. This documentation is not just a guide but a crucial tool for maintaining consistency and quality across the board.

Looking Ahead: The Future of Content at The National Archives

The move towards evergreen content has already begun to pay off, with positive signs of increased user engagement and organic traffic. The National Archives is also exploring ways to revive legacy content—such as old microsites that featured treasures from the collection but were built using outdated technologies. With the new evergreen formats in place, there is an opportunity to bring these old stories back to life, ensuring they continue to resonate with users.

Looking ahead, The National Archives plans to further integrate its blog with evergreen content through a new CMS platform, Wagtail. This integration will allow for better content management and a more seamless user experience. The blog will still serve as a place for timely updates, volunteer contributions, and project news, but it will no longer be the primary format for core stories.

Ensuring History Remains a Living Conversation

In rethinking its content strategy, The National Archives is not just preserving the past; it’s ensuring that history remains a living, breathing conversation for generations to come. As digital landscapes continue to evolve, the question isn’t whether to adapt, but how. The National Archives’ approach offers a blueprint for institutions worldwide looking to keep their stories alive and relevant.

For those interested in exploring these new content formats and uncovering the stories within The National Archives, visit Explore the Collection.

By moving beyond the limitations of the blog, The National Archives is not just telling stories; it’s making them accessible, engaging, and timeless. The institution’s innovative approach to content strategy is a testament to the power of adaptation in an ever-changing digital world.

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Lizzy Bullock spoke at the MuseumNext Digital Summit in 2024. If you’re looking for more inspiring ideas, why not join us for one of our upcoming events: https://www.museumnext.com/events/