My slides from a talk/workshop I did for London Information and Knowledge Exchange (LIKE). LIKE is a community for information and knowledge professionals, and I went along to talk about content strategy and go through some exercises to help the attendees see how they could use it in their roles.
15. 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 http://goo.gl/aVmXT
20. Exercise:
your platforms
What are your key platforms
for content sourcing, creation,
distribution and amplification?
Are they fit for purpose?
Note some new ones you
would like to try.
22. 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.
23. 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out of date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
27. 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 http://goo.gl/NdxkWC
28. Exercise:
your 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?
30. 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...
32. Exercise:
your 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?