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My slides from a talk/workshop I did for London Information and Knowledge Exchange (LIKE). LIKE is a community for information and knowledge professionals, and I went along to talk about content strategy and go through some exercises to help the attendees see how they could use it in their roles.
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Content strategy
LIKE
27 February 2014
@la_popebrilliantnoise.com
image (cc) Antony Hutchinson
“Content strategy plans for the creation, publication and governance of useful, usable content.”Kristina Halvorson, Brain Traffic, http://goo.gl/JiSpjs
image (cc) eriwst
Content strategy gives you a formula for creating great content time and time again.
Model first published Harvard Business Review
Bond
Advocate
Enjoy
Buy
Evaluate
Consider
Customer decision journey
Content strategy is for everyone.If you have ‘stuff’ that you want people to use, content strategy has something to offer.
6PPMSix Ps Planning Model
Purpose
Performance
Prin
ciples
Pro
cesse
s
Platfo
rms
People
The overarching reason why your content exists.Purpose applies to every piece of content, not just specific campaigns.
Purpose/ˈpəːpəs/ noun
image (cc) Photon
“To bring inspiration to every athlete* in the world.
*If you have a body, you are an athlete.” Nike, http://goo.gl/XTLh7a
Clear. Urgent.Compelling.Ours.
Exercise:your purpose
Does your content programme have one?What is it? What should it be?
The fundamental propositions that form the foundations of your content. How your team works to create and publish content.
Principles/ˈprɪnsɪp(ə)l/ noun
1. Consider the social opportunity in everything we do
2. Engage in better conversations with more consumers
3. Deliver personal experiences, be authentic, and earn trust
4.Sharing is more important than control
5. Define clear objectives from the outset
6. Invest and commit to social presences
More here http://goo.gl/aVmXT
Nokia
Guiding. Framing.Mantra-like.Ours.
Exercise:your principles
What do you want people to do? What do you want the content to do for people? How do you need to work?
The places where and tools with which your create, publish and amplify your content.
Platforms/ˈplatfɔːm/ noun
Source Create Publish Amplify
RSS
Social listening
Bookmarking e.g. Diigo
Yammer
Wiki
Internet
Interviews
Word/Pages
Spredfast
Editorially
Gather Content
Scrivener
ZenWriter
CMS
Blog
3rd party sites
Social networks
Paper
Intranet
Social networks
RSS
Paid content promotion e.g. PPC, OutBrain, Zemanta
Advocates
Exercise:your platforms
What are your key platforms for content sourcing, creation, distribution and amplification?Are they fit for purpose?Note some new ones you would like to try.
The systems and workflows required to create, publish and evaluate content.
Processes/ˈprəʊsɛs/ noun
START
Text
Content working group add ideas and/or source material to a content planner.
Editor prioritises based on user needs and content principles, creates content plan.
Editor writes content briefs and secures sign off from relevant stakeholders.
Editor gives briefs and source material to content writers.
Content writers write content.
Editor proofs, checks against the brief, style and tone of voice guide, and principles.
Editor gives stakeholders a final chance to sign off controversial/sensitive content.
Content is published. Content is amplified. Content is measured
and optimised.
GOAL: great
content
START
GOAL: great
content
Research content
Fail to find source
material
Create idea for
campaign
Write brief
Get brief signed off
Write content
Send content for
sign off
Content isn’t
approved
Content is approved
Content ready for
publication
Argue over who owns content
CMS doesn’t support content format
TextDelays mean content is
out of date
Content is published
No one reads the content
People read the content
Most people hate/are
indifferent
Some people like/
love it
Exercise:your processes
What your content workflow look like? What are the problems with it?How could you make it more robust/efficient?
The people involved in the content process and the way they are organised in relation to it.
People/ˈpiːp(ə)l/ noun
Teams
- Content department: an in-house or agency team that creates content for the whole organisation.
- Content centre of excellence: content experts who provide leadership and guidance on best practice across the organisation
- Content council: a group of content professionals from across the organisation that meet regularly to make sure content is aligned.
- Cross-functional content chief: a senior executive with cross-departmental authority.
- Content lead: a person who leads content initiatives, but without cross-departmental authority.
- Executive steering committee: a cross-functional strategic group.
Content organisation models
Altimeter Group http://goo.gl/NdxkWC
Exercise:your people
Who is involved in the sourcing, creation, publishing and evaluation of content?What skills are needed and how much time?What is the organisational structure around content?
The benchmarks for success and the ways in which you measure the impact of your content.
Performance/ˈpəˈfɔːm(ə)ns/ noun
What is your objective? What metrics will help you see if you’re meeting that objective?
Visits, unique visits, page views, time on page, bounce rate, exit rate, return visits, new visits, shares, likes, links, views, downloads, comments, share of voice, brand mentions, customer satisfaction, number of calls/emails/inquiries, sales, leads, donations, pledges, sign-ups...
Forrester’s Engagement Framework
Exercise:your performance
What are the actions and outcomes to measure?What data can be collected?How is efficiency and effectiveness evaluated and improved?What changes could be made with these insights?
Appendix
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