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Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media...

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Digital Content Strategy Danae Wolfe
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Page 1: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Digital Content Strategy

Danae Wolfe

Page 2: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Creating your digital content strategy

Page 3: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Post Method

PeopleObjectivesStrategyTechnology

Page 4: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Identify your audience

Page 5: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Who are you hoping to reach?– Youth– Older adults– Underserved members of the community

Where is your online audience?– Facebook– Twitter– Somewhere else?

Page 6: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Define your outcomes

Page 7: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

What do you hope to accomplish?– Change knowledge, attitude, behavior– Increase community awareness– Educate about specific topic– Solicit feedback on controversial topics– Have fun

Page 8: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Create your strategy

Page 9: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Choose your technology

Page 10: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

What platforms will you use?– Social media– Blog– eNewsletter

Page 11: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Social Media

Page 12: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Social media by the numbers

Pew Research Center

Page 13: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

90% of 18-29 year olds

Page 14: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

35% of 65+ year olds

Page 15: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

71%

28%

28%

26% 23%

Percentage of online American adults who use social media platform (2014)

Page 16: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Marketing

Education

Page 17: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Type of content is key– Infographics (Piktochart is free!)– Video– Images– Interactive (quizzes)

Page 18: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Emotion is important – make people laugh

Page 19: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Posting and interactions on Facebook

Page 20: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Posting and interactions on Facebook

Page 21: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Posting and interactions on Facebook

Page 22: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Facebook posts with photos are

37% more effective than text-only posts

Page 23: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Posting and interactions on Facebook

Page 24: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Create a content calendar

Page 25: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Platform Monday Tuesday Wednesday Thursday Friday

Theme Mystery Monday

TriviaTuesday

Wildlife Wednesday

Throwback Thursday

Photo Phriday

Page 26: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Create a social media campaign

Page 27: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Plan your campaign– Set campaign goals– Identify target audience– Decide social media channels– Create campaign schedule– Create unique #hashtag to curate content

Page 28: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Engage with campaign participants– Commit time to responding to followers

Page 29: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Measure and analyze campaign success– How will you follow through on met goals?

Page 30: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

eNewsletters

Page 31: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart
Page 32: Digital Content Strategy - Ohio State University Content Strategy - 2016-07-28 CD...use social media platform (2014) Marketing. Education. Type of content is key – Infographics (Piktochart

Questions?


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