C o n t e n tf o r c h a n g e

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content strategy

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We’ll get to that.

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This is your

organisation

Image: Tang Yau Hoong

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Communications= what we see above the line

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C o n t e n taffects the entire

organisation

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Why?

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It’s your people

Photo: Greg Peverill-Conti

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It’s your processes

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It’s your audienceSunday, 13 May 2012

It’s everythingwe see about your story

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This thing calledcontent strategy?

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‘...anything that conveys meaningfulinformation to humans is called “content.”

‘but ...[organisations] with hundredsor thousands of pieces of online content need someone who can stand back and figure out what all that content should communicate.’

- Erin Kissane

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CS is about all of the mess

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And it’s allgetting messier

all the time

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But that’s only one half of the mess

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The rest of the mess

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People are messy

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This guy again.

Photo: Greg Peverill-Conti

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And what he does.

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Context is king.

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Your best stories depend on

your organisation

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The behind-the-scenescontexts matter most too

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OK, back to these guys

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People want stories.

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It’s how to get them to listen - and keep listening - that’s

hard

“If your idea ends with “and then we drive traffic to it,” you’ve failed.” Whatconsumesme.com

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But we fear

l o s i n g control

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In reality,c o n t r o lisn’t oursto lose

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Of course,that’s notquite true

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what you can do

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Communicationtravels two ways

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First, youneed to

understanduser context

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We all make assumptions

Assumptions about reader context - however well researched - will never be perfect.

- Erin Kissane

Quit thinking you can just guess what subset of content a “mobile user” wants. You’re going

to guess wrong.

- Karen McGrane

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Don’t assume. Listen instead.

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things to listen to

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activism & audience

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All content is inert until it is useful

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What inspires imagination?

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These are

game-changing

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C h a n g eb e y o n dcampaigns

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Managing this much content takes planning

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So real change meansorganisational

change

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Anecdotage

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A story about letting go of

command + control‘There's a lot of worry about the lack of control

- what happens when you let things go live. People worry about giving their marketing

teams license to speak for the brand.’

- Shelley Gregory-Jones

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How they got there

•Empowered by a rebrand - ‘It gave us leverage’

•Subject-matter content audit - to determine quality and match content to audience

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‘With our science content, I thought 'oh, that content is fine, I don’t have to worry about it'

but the audit and analytics showed otherwise.

There were instances of our message across the site but no one concise message

anywhere.’

- Jo Kerr

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‘To redo the science content, I brought in an audiologist, had him sit down and said "Explain

it to me like I'm doing my GCSEs". ’

- Jo Kerr

Expert use of experts

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Why it worked

•Ownership and empowerment

•‘We were told it had to be ‘good’ - but had to define for ourselves what ‘good’ was

•Set up analytics goals themselves, got ‘a bit obsessed’

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‘It's all about being smarter with the resources you have.

‘And you need to hire people for whom content is their "thing". Otherwise it won't

work.’

- Jo Kerr

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"We have freedom, we have to use it to best effect - it's all a bit frightening, how do we

know we're doing the right thing? But if you make even one thing better and everything

else stays the same, it's worth the effort."’

- Jo Kerr

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U s i n g t h e t o o l s you have

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What we recommend

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1

2

3

4 CONTENT

AND

EDITORIAL

STRATEGY

Auditing

Planning

Delivery

Measurement

Non-stop strategy

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Audits

•The unavoidable first (and never-ending) step

•It will debunk the deepest beliefs you have about your website

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Testing

•Do this as lightly as you have to or as thoroughly as you can

•Use testing to define your users - and develop personas, if you like

•Try to set personas for each organisational area so you have something external to measure

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Measurement

•Get to know Google Analytics - or whatever tool you use

•But remember, it’s not really about the numbers

•It’s the insights they reveal

•And above all, the changes you make as a result

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Editorial calendars

•People will not just come and tell you what their plans are

•Everyone thinks their content is top priority

•If you don’t have a plan, you can’t show them where they fit in the hierarchy of needs

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Conversations

•Still using social media just for PR? People can tell

•Use it to talk directly people, to find out where & how they’re talking to each other

•Be willing to take risks

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Think beyond web

•Your story is not just happening on the web, or on mobile or tablet

•Get data from outlets if you have them, from people who post in donations, from forums

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What all that means

•Figure out what you have

•Rewrite

•Listen to your audience

•Talk to your audience

•Analyse their responses

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There’s a lot more to say.

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Please ask.

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with thanks toJo Kerr, Owen Booth & Shelley Gregory-Jones

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A b o u t M e : E l i z a b e t h M c G u a n e Content strategy: LBi.co.ukWriting: mappedblog.comT w i t t e r : @ e m c g u a n e

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