content and communications where the twain should meet
DESCRIPTION
Slides from the presentation I gave to IABC France in Paris on 21 March 2013TRANSCRIPT
Content and communications
Where the twain should meet
Diana Railton
IABC France
www.toptenz.net/top-10-most-misunderstood-lines-in-literary-history.php
Key points
Content supports communicationsContent takes communications forwardMulti-skilled digital teamsIntegrated strategiesCross-organisational collaboration
1 Content and content strategy2 Communications3 Communications and content strategy4 Digital teams and governance
1 Content and content strategy
http://mikeduran.com
‘I have difficulty with the concept of content – it smacks of a term coined in desperation to describe a disparate and amorphous group of extraordinarily different concepts and products with the idea of somehow “bucketizing” it (thank you, America)...’
Jeremy Probert, Corporate Communications Director,in his blog The Wordmonger
What is content?
‘A hairy, complicated beast’
Kristina Halvorson
What is content?
‘A hairy, complicated beast’
Kristina Halvorson
What is content?
‘Anything that conveys information to humans’
Erin Kissane
What is content?
‘Business-critical content’
‘Relationship content’
Rahel Bailie and Noz Urbina
What is content?
‘Content is story.And content strategy is story telling.’
Prateek Sarkar former director of user experience, Walt Disneyat Confab 2011
What is content?
Anything that goes into a communication channel
www.slideshare/KMcGrane/adapting-ourselves-to-adaptive-content-12133365
Multi-channels,platforms anddevices
www.tobstar.com.au/images/responsive_diagram.png
Curtesy Google
Wikipedia comms
Multi-devices
Create once, publish everywhere
COPE
‘Intelligent content’ helps you COPE
What is intelligent content?
‘Content that is structurally rich and semantically categorized, and is therefore automatically discoverable, reusable, reconfigurable, and adaptable’
Ann Rockley and Charles Cooper
What is content strategy?
Strategic multi-channel corporate publishing
What is content strategy?
‘Content strategy is an emerging field of practice encompassing every aspect of content, including its design, development, analysis, presentation, measurement, evaluation, production, management, and governance.’ Former Google Knol on content strategy
What is content strategy?
‘Content strategy is the practice of planning for the creation, delivery and governance of useful, usable content.’
Kristina Halvorson
CORPORATEWEBSITE
Kristina Halvorson
‘Organizations invest tremendous resources on developing the framework for a great user experience – fabulous design, robust content management infrastructure.
Yet when it comes to the content itself, there’s often a gap.
The end result is that the value proposition for customers can’t be delivered...’
Rahel Bailie
IPG.book.com
A repeatable system
Content strategy
Plan
Create
DeliverGovern
Measure
Centralised publishing
Devolved publishing
Governance
Content marketingCorporate publishingCorporate journalism
Brand journalismBranded mediaBrand content
Branded contentInbound marketing
Customer publishingCustom publishing
What is content marketing?
Creating and distributing valuable content to attract, engage and acquire customers
* communicating without selling* information to make buyer more intelligent* brand loyalty
Adapted from the Content Marketing Institute
B2B Content Marketing: 2012 Benchmarks, budgets, and trends, Content Marketing Institute
Econsultancy, Sept 2012
www.searchnewsmedia.co.uk
www.searchnewsmedia.co.uk
Unified content strategy
2 Communications
THE COMMUNICATIONS PROFESSION
Marketing commsBrand managementAdvertisingPublic relations / reputation management / media relationsInvestor relationsGovernment relationsAdvocacy commsInternal comms / employee engagementPublicationsEventsCorporate social responsibilityChange management / crisis commsDigital comms Channel management, websites, intranets, social media ...Community managementContent+++
Photo: billjacobus
Photo: timpeartrice
68,000 members
‘The Never-Ending Turf War between PR and Marketing’
Call for integrated communications
‘If we persist in this argument, we will never be able to set in place a sound communications strategy’
Call for integrated communications
‘United we stand, divided we fall’
INTEGRATED COMMUNICATION MANAGEMENT
‘... the opportunities and complexities of content are forcing divisions together in efforts to avoid duplication, neglect, and conflict.’
Julia Hood, PR Week US, April 2012
‘So much of the digital land-grab has focused on execution. In the case of content, communications has an opportunity, virtually a mandate, to be its true strategicleader.’
Julia Hood, PR Week US, April 2012
Corporate communications is broader than PR
Corporate communications
A system that enables organizations to strategically orchestrate and manage all types of external and internal communications
en.wikipedia.org
COMMUNICATIONS DIRECTOR
Wikimedia Commons
Business Leaders in Communications Study 2012
‘The most comprehensive overview of the function, structure and role of corporate communications today and in the future’
95 comms directors, FTSE companies
Business Leaders in Communications Study 2012VMA Group
Wikimedia Commons
1 in 10 failed to see the relevance of social media
Are corporate comms departments behind the digital times?
NEW DIGITAL MODEL OFCOMMUNICATION MANAGEMENT
NEW DIGITAL MODEL OFCOMMUNICATION MANAGEMENT
Less formal messagingMore social and collaborative
http://community-roundtable.com/2009/06/the-community-maturity-model/
Stage 1Hierarchy
Stage 2Emergent community
Stage 3Community
Stage 4Network
Leadership Command and control
Consensus Collaborative Distributed
Content and programming
Formal and structured
Some user-generated content
Community- created content
Integrated formal, user-generated and community- created content
Community Maturity Model
Adapted from www.communityroundtable.com
Wikimedia Commons PD-USGOV-NASA
http://p.twimg.com
3 Communications and content strategy
THE STRATEGY DEPARTMENT?
Alan Sugar
Business strategy
Communications strategy
Content strategyplan for creating, delivering, governing,
measuring content
repeatable system
Channel strategies+ digital strategy
Auditing Measurement
external and internal comms strategies
+ digital strategy
publishing / editorial audiences, goals, issues
brand messagingtone of voice
globalisation, localisation +
information architecture /user experience
content management search, metadata,
accessibility, design, IT
Return on investment
Content strategy
Channel strategies
Business strategy
Digital strategy
Communicationsstrategy
Contentstrategy
One unified content strategy
INTEGRATEDSTRATEGIES
http://masdenglish.tripod.com
4 Digital teams and governance
www.toledoblade.com
Digital teams
New:
BoardsSteering committeesUnitsRoles
www.digital-workplace-trends.com
The digital board
The digital board
Internal and external communication channels
Strategic decision-making, leadership, coordination
Wikimedia Commons
CEO
Senior / middlemanagers
Dedicated team
Issues - needs - strategies implementation
Owner
Adapted from digital-workplace-trends.com
Digital Board: model 1
CEO
Digital Board
Senior / middle managers
Operational Board
Operational representativesGroupconsensus
Officialdecision-making
Digital Board: model 2
Adapted from digital-workplace-trends.com
Digital customer experience:governance roles and responsibilities
Forrester, 2013
The digital centre of excellence
Marketing and communications
teams
Digital / content teams in other departments
Jeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010
www.altimetergroup.com
Digital centre of excellence
20% 42% 35%
http://econsultancy.com/uk/reports
Digital MarketingOrganisational Structures and Resourcing,Econsultancy2011
http://econsultancy.com/uk/reports
CHIEF DIGITAL OFFICER?
CHIEF CONTENT OFFICER?
A combined team
StrategyGoalsAudiencesBrand messagesTone of voiceChannel selection
Content planningContent creationContent deliveryContent governanceContent monitoringContent measurement
Process
Team work
Strategy
Digital technology
MERCI!
@dianarailton
www.drcc.co.uk
© DRCC 2013 All rights reserved