feed the content monster: how to write for multiple audiences in multiple channels leslie o ’...
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Feed the Content Monster: How to Write for Multiple Audiences in Multiple Channels
Leslie O’Flahavan, E-WRITE@LeslieONAGC Communications School – MemphisJune 3, 2015
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Who has a case of content anxiety? Let’s talk…
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As communicators, we’re feeding the content monster
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Content monster wannabe
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Content monster wannabe
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Content monster
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Topics for today’s workshop1. What is content repurposing?
2. Reuse web content and publications as source material for social media messages
3. Use your web content to produce evergreen social media messages
4. Write H1 headings so you can use them in social media
5. Know which types of web content do not make good social media messages
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What is content repurposing?
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What is the definition of repurposing?
Changing the format, length, or publishing channel for your content while retaining its main message.
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From the beginning, plan to repurpose
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Repurposing is a way of thinking about your effort and your readers’ tastes for content
“I advocate for the ‘rule of four’ – the idea that every piece of information that an organization presents should be available in multiple formats, four to be specific. The four I recommend are video, audio, text, and graphic. These four formats cover the full range of different ways that people like to get/share information and provide more flexibility in terms of which devices and channels someone can use to easily access content.. When planned correctly, information can be presented in these four formats efficiently and cost-effectively — providing organizations with a range of options for reaching, engaging, and mobilizing their key audiences.”-- Brian Reich
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Sometimes, we don’t repurpose the same message for different
audiences
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Sometimes, repurposing consumes a great deal of creative
effort
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Case study in repurposing
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Case study in repurposing
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Sometimes, we prepare our content so our readers and
viewers can repurpose it easily
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Govt of Canada updates news release format to make repurposing easy
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How will GC’s updated news release format help them feed the content monster?
• “For communicators, the changes mean they can use their creativity to:– Develop catchy headlines and sub-headlines– Write concise and clear opening paragraphs that
contain the 5 Ws (who, what, where, when, why)– Select key facts that capture the reader’s attention– Draft quotes that are meaningful and succinct– Repurpose the quick facts and quotes for Facebook
and Twitter posts, and– Offer associated links that provide additional context
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Reuse web content as the source material for social
media messages
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Reuse web content and publications for social media messages: The Old Familiars
• Press release• Article• Publication• Event• Report
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The Old Familiars: Press Release
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The Old Familiars: Article
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The Old Familiars: Publication
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The Old Familiars: Event
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The Old Familiars: Report
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Use your web content to produce evergreen social media messages
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Nose-to-Tail: The Whole [Content] Movement
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Search your web content for evergreen social media messages: Four New Candidates
1. “We’ve said it before, but today it’s in the New York Times”
2. “Hey kids, want to see the Parent Handbook?”
3. “Good stuff, good stuff. You might want to take a look at this”
4. “We know it’s old content, but it’s still interesting”
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1. “We’ve said it before, but today it’s in the New York Times”
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2. “Hey kids, want to see the Parent Handbook?”
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3. “Good stuff, good stuff. You might want to take a look at this”
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4. “We know it’s old content, but it’s still interesting”
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4. “We know it’s old content, but it’s still interesting”
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Write H1 headings so you can use them in social media
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A good heading or title (usually) equals good social media message
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Reuse made easy: A good heading for web content often equals a good social media mesage
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Revise this heading so it can be reused for Facebook or Twitter
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Know which types of web content do not make good social
media messages
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These types of web content do not make good social media messages
• Organization-focused content• Obligatory content• Tiresome content• Mechanically archived content
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Organization-focused content doesn’t make good social media messages
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Obligatory content doesn’t make good social media messages
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Tiresome content doesn’t make good social media messages (duh)
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Mechanically archived content doesn’t make good social media messages
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