Content Strategy 101

Overview of content strategy

What is content? • • • • • • • • • • Executive biographies Product details Marketing collateral Press releases Program information Membership details Journal articles Advocacy issue updates Support content Etc., etc., etc.

Content takes different forms • • • • • • • Web pages Blog posts Infographics Images PDFs Video Audio • • • • • • • Articles Brochures Reports Social media posts Podcasts Courses Etc., etc., etc.

Content is the way our work is manifested in the world

What is content strategy? The right content To the right person At the right time For the right action

Put another way…. Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable, effective content.

Three faces

Multiple parts • A strategic statement tying content to business goals • Guidelines and policies: Who, what, when, where, why, and how of publishing content • Defining people, roles, and processes

The ultimate vision Audience-centric Business-sensitive Content

Foundational tenets 1. 2. 3. Content creators & SMEs have a common understanding of what key audiences want, and how their content helps deliver that. Content creators & SMEs have a common understanding of the org’s goals are and how their content contributes to them. Content creators & SMEs share their content in a consistent, effective way

Principles The organization creates content that its audiences want The organization creates content that helps it meet its goals Content has success metrics and is measured against those Content that is no longer relevant is no longer available Content is promoted, surfaced, and cross-linked based on its topic, not its source • Content is created in the organization’s voice • The organization manages content platforms, tools, and channels in a way that ensures their effectiveness • • • • •

Old thinking Department Department Department Department Content, format, and channel Content, format, and channel Content, format, and channel Content, format, and channel Audience Audience Audience Audience

Silos 13

Different views of the audience https://commons.wikimedia.org/wiki/File:Blind_men_and_elephant.png

15 http://www.amazon.com/Have-Always-Done-That-Way/dp/184728857X/

Consequences

Difficulty prioritizing

Diluted impact 18

Lack of understanding of your value

New thinking Organization: Programs, offerings Content, formats, and channels Audience Audience Audience Audience

“Users don’t care about your org chart.” —Lou Rosenfeld Author, Information Architecture for the World Wide Web

Spirit of partnership subject-matter expertise content presentation and sharing expertise

product expertise course development expertise content presentation and sharing expertise research expertise advocacy expertise event expertise

product expertise program expertise education expertise event expertise content presentation and sharing expertise marketing expertise advocacy expertise research expertise customer satisfaction expertise course development expertise

product expertise program expertise education expertise event expertise advocacy expertise marketing expertise customer satisfaction expertise research expertise content presentation and sharing expertise

product expertise program expertise event expertise advocacy expertise education expertise marketing expertise customer satisfaction expertise research expertise content presentation and sharing expertise

http://chuckclose.com/work253_zoom.html

Typical project flow 1. Understand organization and project goals 2. Understand the dynamics and goals of top-priority audiences 3. Audit and assess content 4. Analyze content from competitive organizations 5. Develop content creation and publishing guidelines 6. Identify roles, content lifecycles, workflow, governance models

Typical project flow 7. Facilitate the creation of a single, organization-wide taxonomy 8. Plan for content transformation and migration 9. Create a framework for content planning and promotions 10. Determine staffing needs 11. Plan for sustainability

Working together for audience satisfaction

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Thank you! Hilary Marsh hilary@contentcompany.biz @hilarymarsh