planning your content strategy - slides from charity comms event
TRANSCRIPT
Planning your content strategy
Content Rules Seminar
22 January 2014
brilliantnoise.com
@katie3059
@amayfield
@brilliantnoise
Content strategy is about the ‘how’, the user, the big picture and the planning.
"the practice of planning the content creation, delivery, and governance." Kristina Halvorson. "The Discipline of Content Strategy".
“It's not the content, but the form of thought that counts.” Orhan Pamuk
“Why waste a sentence saying nothing?” Seth Godin
Is your content useful and used?
Focus on the user.*
* or customer or stakeholder or influencer...
Model first published Harvard Business Review
Bond
Advocate
Enjoy
Buy
Evaluate
Consider
Customer decision journey
brilliantnoise.com/blog
And success means designing programmes more than campaigns.
IBM’s investment model
IBM’s investment model
Content supply chain.
Digital ecosystem mapping.
Customer decision mapping.
Search Engine
Brand website
Price Comparison
Social Media
1 3
64
52
7 8
9 10
Consider Evaluate Buy Bond Advocate
6PPMSix Ps Planning Model
Purpose
Performance
Prin
ciples
Pro
cesse
s
Platfo
rms
People
Often some key elements were missing...
Purpose
Performance
Prin
ciples
Pro
cesse
s
Platfo
rms
People
So let’s show you the questions we ask against each element.
The overarching reason why your content exists.Purpose applies to every piece of content, not just specific campaigns.
Purpose/ˈpəːpəs/ noun
Clear. Urgent.Compelling.Ours.
“What is content anyway?”
“What is content anyway?”‘Purpose’ gives you the answer.
Coca-Cola’s definition of content.
image (cc) Photon
“To bring inspiration to every athlete* in the world.
*If you have a body, you are an athlete.” Nike, http://goo.gl/XTLh7a
Exercise:Your purpose?
Does your content programme have one?What is your purpose? What should it be?
The fundamental propositions that form the foundations of your content. How your team works to create and publish content.
Principles/ˈprɪnsɪp(ə)l/ noun
Guiding. Framing.Mantra-like.Ours.
1. Consider the social opportunity in everything we do
2. Engage in better conversations with more consumers
3. Deliver personal experiences, be authentic, and earn trust
4.Sharing is more important than control
5. Define clear objectives from the outset
6.Invest and commit to social presences
More here http://goo.gl/aVmXT
Nokia
1. Inspire participation amongst the very best
2. Connect these creative minds
3.Share the results of our efforts
4. Continue development
5. Measure success
Coca-Cola
Exercise:Guiding principles
What do you want people to do? What do want the content to do for people? How do you need to work?
The places where and tools with which your create, publish and amplify your content.
Platforms/ˈplatfɔːm/ noun
Source Create Publish Amplify
RSS
Social listening
Bookmarking e.g. Diigo
Yammer
Wiki
Internet
Word/Pages
Spredfast
Editorially
Gather Content
Scrivener
ZenWriter
CMS
Blog
3rd party sites
Social networks
Social networks
RSS
Paid content promotion e.g. PPC, OutBrain, Zemanta
To considerPlatforms for making and doing
What are your key platforms for content sourcing, creation, distribution and amplification? Note some new ones you would like to try.
The systems and workflows required to create, publish and evaluate content.
Processes/ˈprəʊsɛs/ noun
Content supply chain
- Trickle-down: Strong global creative direction, purpose and principles, light touch governance with independent markets executing.
- Federated: Strong central and regional hubs creating content and localising for each market. Dedicated editors/community managers part of a regional team.
- Central: Strong global team and light local resource to implement / localise content
- Networked: Central resource enables sharing and governance between strong local/regional teams - best practice and content travels in all directions.
Four content organisation shapes
START
Text
Content working group add ideas and/or source material to a content planner.
Editor prioritises based on user needs and content principles, creates content plan.
Editor writes content briefs and secures sign off from relevant stakeholders.
Editor gives briefs and source material to content writers.
Content writers write content.
Editor proofs, checks against the brief, style and tone of voice guide, and principles.
Editor gives stakeholders a final chance to sign off controversial/sensitive content.
Content is published. Content is amplified. Content is measured
and optimised.
GOAL: great
content
START
GOAL: great
content
Research content
Fail to find source
material
Create idea for
campaign
Write brief
Get brief signed off
Write content
Send content for
sign off
Content isn’t
approved
Content is approved
Content ready for
publication
Argue over who owns content
CMS doesn’t support content format
TextDelays mean content is
out of date
Content is published
No one reads the content
People read the content
Most people hate/are
indifferent
Some people like/
love it
“The sign-off process is ridiculous.”
“The sign-off process is ridiculous.”‘Processes’ plan away sign off problems.
To considerProcesses
What is the editorial work flow? How is content prioritised? How is content evaluated against purpose and principles? What new processes are required?
The people involved in the content process and the way they are organised in relation to it.
People/ˈpiːp(ə)l/ noun
Teams
- Content department: an in-house or agency team that creates content for the whole organisation.
- Content centre of excellence: content experts who provide leadership and guidance on best practice across the organisation
- Content council: a group of content professionals from across the organisation that meet regularly to make sure content is aligned.
- Cross-functional content chief: a senior executive with cross-departmental authority.
- Content lead: a person who leads content initiatives, but without cross-departmental authority.
- Executive steering committee: a cross-functional strategic group.
Content organisation models
Altimeter Group http://goo.gl/NdxkWC
“Everyone/no one thinks they own content.”
“Everyone/no one thinks they own content.”‘People’ makes the hierarchy and team involved clear.
ExercisePeople
Who is involved in the sourcing, creation, publishing and evaluation of content?What skills are needed and how much time?What is the organisational structure around content?How does the team communicate and make decisions?
The benchmarks for success and the ways in which you measure the impact of your content.
Performance/ˈpəˈfɔːm(ə)ns/ noun
What is your objective? What metrics will help you see if you’re meeting that objective?
Visits, unique visits, page views, time on page, bounce rate, exit rate, return visits, new visits, shares, likes, links, views, downloads, comments, share of voice, brand mentions, customer satisfaction, number of calls/emails/inquiries, sales, leads, donations, pledges, sign-ups...
Forrester’s Engagement Framework
To considerPerformance
What are the actions and outcomes to measure?What data can be collected?How is efficiency and effectiveness evaluated and improved?What changes could be made with these insights?
Is your content useful and used?
[email protected]@katie3059
[email protected]@amayfield
brilliantnoise.com
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