PRSA

ContentMarch 27, 2013@jonnew#PRSARVA

“Content is king.”

Photo: Bill Gates @ the University of Waterloo by batmoo on Flickr

What about context?

Where they are

How they reached your content

What device they’re using

What else is competing for their attention

What they know about you already

What they expect

Context is mostly out of your control.

But you control your content.

We used to just call that “communications.”

To what end?

Sharing content and information to educate, grow and reward your enthusiasts

Photo: Guemes Island WA, rural road by Rose Braverman on Flickr

How?• Strategy• Plan• Content/Context• Promote• Report/Measure

Strategy• Who are your enthusiasts?• How can you reach them?• How will you speak to them?• How can you “grow” them?• How can you engage with them?• How will you reward them?

Photo: bullseye by emiliokuffer on Flickr

Let’s talk reward…• Why reward?– So they come back– So they bring others

Plan• Where does it come from?– Do an audit, you may already have it– Pick six relevant sources– Do key word research– Original• From you• Your colleagues• Your “clients”

Photo: A question and exclamation mark of jigsaw puzzle pieces by Horia Varlan on Flickr

Plan• Create an editorial calendar• Live by the “rule of percentages”• Include others to break down the silos– In planning and execution

Content and Context.

Source: Google, The New Multi-screen World — http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

Source: Google, The New Multi-screen World — http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

Multi-screening• What does this mean?– The content should be consistent– The content doesn’t have to be different– The content must be visual– The content must “break through”

Breaking through• Push yourself• Push others• Collaborate• Break down the silos• Visuals• Lots of visuals

Content

PostsLinks

Pictures, video, infographicsWebinars

White papersE-Books

And….

A PSA for….

The Blog• The tone• The strategy• Spread the writing around• One main post per week• Write it for them if you have to• Marry it to your website if you can

Promote

The world famous…

ReviewStrategyPlanContent/contextPromote• Report

Report• Existing analytics…at least• Measure– Quality of content– Quality of the process– Comments, likes, shares– What is working

and what’s not

We still call it communications.