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CONTENT STRATEGY 101 2015 NTC AUSTIN #15NTC MARCH 6, 2015 #15NTCSTRAT101 COLLABORATION NOTES: http://po.st/zsCUL2
CONTENT STRATEGY 1012015 NTC AUSTIN #15NTC
MARCH 6, 2015#15NTCSTRAT101COLLABORATION NOTES:
http://po.st/zsCUL2
BRETT MEYERDIRECTOR OF STRATEGY, THINKSHOUT
@BRETT_MEYER
KATIE CARRUSDIRECTOR, ONLINE COMMUNICATIONS, HUMANE SOCIETY LEGISLATIVE FUND
@KATIEANDABIRD
#15NTCSTRAT101
??!!?!!?? What?CONTENT STRATEGY 101
…… ??
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CONTENT STRATEGY 101
ANYONE’S GUESS:
#15NTCSTRAT101
CONTENT STRATEGY 101
?!? DON’T EVEN TRY?
#15NTCSTRAT101
CONTENT STRATEGY 101
FIVE BUCKS IF YOU GET THIS.
#15NTCSTRAT101
CONTENT STRATEGY 101
SERIOUSLY. WHAT EVEN IS THIS?
#15NTCSTRAT101
CONTENT STRATEGY 101
SO, WHAT *IS* CONTENT?
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CONTENT STRATEGY 101
CONTENT STRATEGY● The basic notion that our
messages need a plan.
● A plan for what content you need to achieve your organizational goals and meet user needs.
● Informs how you do content, who does it, for whom, when you’ll do it, where you’ll do it, and how you’ll measure it.
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CONTENT STRATEGY 101
99 PROBLEMS
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CONTENT STRATEGY 101
PRIORITIES,GIRL.
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CONTENT STRATEGY 101
STEP 1: KNOW THAT IT’S PROBABLY GONNA BE YOU
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CONTENT STRATEGY 101
STEP 2: MAKE FRIENDS
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CONTENT STRATEGY 101
STEP 3: HUG IT OUT
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CONTENT STRATEGY 101
STEP 4: LOOK AT ALL THE THINGS
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CONTENT STRATEGY 101
CONTENT AUDITS
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CONTENT STRATEGY 101
CONTENT AUDITSCONTENT STRATEGY 101
CONTENT AUDITS
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CONTENT STRATEGY 101
IF YOU REALLY LOVE DATA
http://www.slideshare.net/jcolman/data-sets-you-free-confab-2013
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CONTENT STRATEGY 101
STEP 5: TIME TO MAKE A STATEMENT
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CONTENT STRATEGY 101
HERE’S AN EARLY ONEContent Strategy: HUMANESOCIETY.ORG
humanesociety.org is an externally-focused marketing tool that uses curated, powerful, broad-brush, brand-focused and audience-focused storytelling and resources to compel users to care about our issues so they can do something about them. The great strength of our website is not an accounting of our work as an organization, nor is it even the narration of a movement. Through its potential as a medium for stories and resources, it is an agent of change. It is advocacy itself.
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CONTENT STRATEGY 101
AN EASY ONE (PART 2)GOAL: Inspire and facilitate action on behalf of animals. Action can be conversion or non-conversion and includes donating.
AUDIENCE:
1. Primary (60%): general public
2. Secondary (30%): advocates, our base
3. Tertiary (10%): everyone else (specific major donors, media, corporate leaders, scientists, farmers, entertainment industry, industries we work to reform like ag and pets, legislators, corporate leaders, academics, faith leaders, thought leaders) – they’ll all be served through a message and narrative that speaks to the foundational, general audience
***who the audience is not: the opposition, us (internal)***
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CONTENT STRATEGY 101
STEP 6: DO THE CONTENT
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CONTENT STRATEGY 101
CONTENT STRUCTURE
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CONTENT STRATEGY 101
STEP 7: CONTENT GOVERNANCE
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CONTENT STRATEGY 101
“Content governance is the process of managing your content strategy.”
–RICK ALLEN, Planning for Content Governance
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ESTABLISH 3 THINGS
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CONTENT STRATEGY 101
ROLES & RESPONSIBILITIES
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CONTENT STRATEGY 101
EDITORIAL WORKFLOWS
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CONTENT STRATEGY 101
EVALUATION AND REVIEW STANDARDS
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CONTENT STRATEGY 101
STEP 8: MEASURE DIFFERENT THINGS DIFFERENTLY
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CONTENT STRATEGY 101
MEASURE WHAT MATTERS
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CONTENT STRATEGY 101
WRITE IT DOWN
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CONTENT STRATEGY 101
WHAT IF WE’RE NOT READY?
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CONTENT STRATEGY 101
• Epic List of Content Strategy Resources | Jon Colman
Page Table Template | ThinkShoutPersona Template | ThinkShoutCommunications Calendar | ThinkShoutCommunications Calendar | LightboxStyle Guide | NTEN
ResourcesCONTENT STRATEGY 101
http://po.st/zsCUL2
THANK YOU!COLLABORATION NOTES:
HOW DID WE DO? EVALUATE US!
http://po.st/nFQRDN
