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Planning your content strategy - slides from Charity Comms event

  1. 1. Planning your content strategy Content Rules Seminar 22 January 2014
  2. 2. @katie3059 @amayfield @brilliantnoise
  3. 3. 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".
  4. 4. “It's not the content, but the form of thought that counts.”  Orhan Pamuk “Why waste a sentence saying nothing?”  Seth Godin
  5. 5. Is your content useful and used?
  6. 6. Focus on the user.* * or customer or stakeholder or influencer...
  7. 7. Customer decision journey Consider Advocate Bond Evaluate Enjoy Buy Model first published Harvard Business Review
  8. 8.
  9. 9. And success means designing programmes more than campaigns.
  10. 10. IBM’s investment model
  11. 11. IBM’s investment model
  12. 12. Content supply chain.
  13. 13. Digital ecosystem mapping.
  14. 14. Customer decision mapping.
  15. 15. Consider Search Engine 1 Evaluate Buy Advocate 3 7 Brand website 4 Price Comparison Social Media Bond 2 8 6 5 9 10
  16. 16. 6PPM Six Ps Planning Model
  17. 17. Purpose People Processes Platforms Principles Performance
  18. 18. Often some key elements were missing...
  19. 19. Purpose People Processes Platforms Principles Performance
  20. 20. So let’s show you the questions we ask against each element.
  21. 21. Purpose /ˈpəːpəs/ noun The overarching reason why your content exists. Purpose applies to every piece of content, not just specific campaigns.
  22. 22. Clear. Urgent. Compelling. Ours.
  23. 23. “What is content anyway?”
  24. 24. “What is content anyway?” ‘Purpose’ gives you the answer.
  25. 25. Coca-Cola’s definition of content.
  26. 26. “To bring inspiration to every athlete* in the world. *If you have a body, you are an athlete.” Nike, image (cc) Photon
  27. 27. Exercise: Your purpose? Does your content programme have one? What is your purpose? What should it be?
  28. 28. Principles /ˈprɪnsɪp(ə)l/ noun The fundamental propositions that form the foundations of your content. How your team works to create and publish content.
  29. 29. Guiding. Framing. Mantra-like. Ours.
  30. 30. More
  31. 31. Nokia 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
  32. 32. Coca-Cola 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
  33. 33. 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?
  34. 34. Platforms /ˈplatfɔːm/ noun The places where and tools with which your create, publish and amplify your content.
  35. 35. Source RSS Social listening Bookmarking e.g. Diigo Yammer Wiki Internet Create Publish Word/Pages Spredfast Editorially Gather Content Scrivener ZenWriter CMS Blog 3rd party sites Social networks Amplify Social networks Email RSS Paid content promotion e.g. PPC, OutBrain, Zemanta
  36. 36. To consider Platforms 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.
  37. 37. Processes /ˈprəʊsɛs/ noun The systems and workflows required to create, publish and evaluate content.
  38. 38. Content supply chain
  39. 39. Four content organisation shapes - 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.
  40. 40. Content is published. Editor gives stakeholders a final chance to sign off controversial/ sensitive content. START Text GOAL: great content Content writers write content. Editor gives briefs and source material to content writers. Content is amplified. Content is measured and optimised. Editor proofs, checks against the brief, style and tone of voice guide, and principles. 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.
  41. 41. GOAL: great content Some people like/ love it Most people hate/are indifferent People read the content No one reads the content Content is approved Content ready for publication CMS doesn’t support content format Delays mean content is out of date Text Content is published Content isn’t approved Send content for sign off Write content Get brief signed off Write brief START Create idea for campaign Argue over who owns content Research content Fail to find source material
  42. 42. “The sign-off process is ridiculous.”
  43. 43. “The sign-off process is ridiculous.” ‘Processes’ plan away sign off problems.
  44. 44. To consider Processes What is the editorial work flow? How is content prioritised? How is content evaluated against purpose and principles? What new processes are required?
  45. 45. People /ˈpiːp(ə)l/ noun The people involved in the content process and the way they are organised in relation to it.
  46. 46. Teams
  47. 47. Content organisation models - 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 crossdepartmental authority. - Content lead: a person who leads content initiatives, but without cross-departmental authority. - Executive steering committee: a cross-functional strategic group. Altimeter Group
  48. 48. “Everyone/no one thinks they own content.”
  49. 49. “Everyone/no one thinks they own content.” ‘People’ makes the hierarchy and team involved clear.
  50. 50. Exercise People 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?
  51. 51. Performance /ˈpəˈfɔːm(ə)ns/ noun The benchmarks for success and the ways in which you measure the impact of your content.
  52. 52. 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...
  53. 53. Forrester’s Engagement Framework
  54. 54. To consider Performance 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?
  55. 55. Is your content useful and used?
  56. 56. @katie3059 Thanks @amayfield © 2013 Brilliant Noise All rights reserved