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How content strategy supports communications strategy
Diana Railton
Content Strategy Forum 2011
Key points
• Across the world the communications profession is redefining itself
• Communications strategy needs content strategy
• Content strategy must live up to its name
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THE COMMUNICATIONS PROFESSION
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41,000 members
‘The Never-Ending Turf War between PR and Marketing’
Call for ‘integrated communications’
‘Peanut butter and jelly’
Call for ‘integrated communications’
‘The director should be a Communicator 360° with sufficient knowledge of all parts involved’
Call for ‘integrated communications’
‘If we persist in this argument, we will never be able to set in place a sound communications strategy’
Call for ‘integrated communications’
‘United we stand, divided we fall’
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Australia
Corporate communications
Marketing communications?External / internal communicationsBrand management Reputation managementPress / media relationsInvestor relationsGovernment relationsPublic affairsCorporate social responsibility Crisis communications Change management communications ...
CORPORATE COMMUNICATIONS STRATEGY
Business strategy
Corporate communications strategy
External communicationsstrategy
Internal communications strategy
Professional communications
teams
Other departments
Content teams
Communicationmanagement
Professional communication
teams
Other departments
Content teams
Communicationmanagement
Need to share communications strategy
Professional communication
teams
Other departments
Content teams
Communicationsstrategy
Provide a template to integrate strategies
The mind-set of senior managers
Strategic management
Carrying out the strategic plan
Measurable results
NUMBERS
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Communications strategy
The only purpose for communications strategy is to achieve measurableresults that help the organisation reach its vision / mission
Les Potter
Focus on results, not activity
CONTENT STRATEGYRESULTS + ACTIVITY
Strategy essentials
Simple to explain and carry out
‘Do-ability’
Producing a strategy
What do strategies look like?
PASTA
Purpose / Vision / Mission Aims / Objectives / GoalsStrategyTacticsActivities
VISIONWhere you want to get to
‘Dream the dream’
inspire ● communicate ● demonstrate
Which organisation?
To be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.
Which organisation?
To be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.
Which organisation?
To organise the world’s information and make it universally accessible and useful.
Which organisation?
To organise the world’s information and make it universally accessible and useful.
Which organisation?
To be the fabric of real-time communication on the web.
Which organisation?
To be the fabric of real-time communication on the web.
GOALSWhat you want to achieve / outcome
VISION
GOALSWhat you want to achieve / outcome
VISION
Critical success factors
Key performance indicators
STRATEGY
GOALS
VISION
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STRATEGYHow you’re going to meet the goals
GOALS
VISION
Goal
Response
‘It would be an inspiring goal if there was a serious strategy.
‘But there isn’t. Even with the best will in the world, it is not going to happen.’
Guardian
TACTICSShort-term actions
STRATEGY
GOALS
VISION
Strategy v tactics
‘I do not believe that there is value in spending time debating the nuances of the differences between strategies and tactics.’
‘One person’s strategy could be another person’s tactic depending on their level and role within a business.’
Strategies of the Serengeti
Stephen Berry
STRATEGYROBUST, LONGER TERM
TACTICSCHANGE RAPIDLY
ACTIVITYDay to day
TACTICS
STRATEGY
GOALS
VISION
Schedule: action plans
COST
ACTIVITY
TACTICS
STRATEGY
GOALS
VISION
Budget
COST
ACTIVITY
TACTICS
STRATEGY
GOALS
VISION
Cost
Measurement
ROI
What does a basic strategy look like?
Purpose / vision. What is it for?Aims / goals. Max of 7? Strategy. How will you do this?Tactics. What’s your action plan?Activities. Day to day. Who, when, where?
BudgetMeasurementROI
What does a communications strategy look like?
What should a communications strategy include?
Principles
Where does content strategy start?
Principles
Can content strategy stand alone?
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Communications strategy
Channels strategy
Business strategy
Contentstrategy
Communications strategy
Channels strategies
Business strategy
Contentstrategies
Communications channels matrix
Face to face
Phone Paper Broadcast Electronic Web
Communications channels matrix
Face to face
Phone Paper Broadcast Electronic Web
Meet
Visual aids
Landline
Mobile
Letters
TVRadio
Billboards
VideoAudio
E-readers
WebsitesIntranets
Social media
Tablets
Digital (‘web enabled’)
Face to face
Phone Paper Broadcast Electronic Web
Meet
Visual aids
Landline
Mobile
Letters
TVRadio
Billboards
VideoAudio
E-readers
WebsitesIntranets
Social media
Tablets
New channels, new techniques
Twitter is awesome. Only
140 characters so saywhat you mean.
Google+ is awesome. More than
140 characters so proper content.
Adapted from Shel Holtz’s original
Content ‘shifting’
July 2011, Digital Media 3.0, http://blogs.forbes.com
Which do we go for?
Digital strategy Digital comms strategy
Digital content strategy
Social media strategy
Social media comms strategy
Social media content strategy
Twitter strategy Twitter comms strategy
Twitter content strategy
Website strategy Website comms strategy
Website content strategy
Which do we go for?
Digital strategy Digital comms strategy
Digital content strategy
Social media strategy
Social media comms strategy
Social media content strategy
Twitter strategy Twitter comms strategy
Twitter content strategy
Website strategy Website comms strategy
Website content strategy
INTEGRATED COMMUNICATIONS MANAGEMENT
A central team of content strategists
Advise on content creation, delivery and governance
Coordinate between teams
Monitor channels
Keep track of what’s showing
User-generated content
Standards Brandtone of voice
Messaging
Audit
Refine strategies and action plans
Recommend best channels for tasks
Share advanced techniques
MEASURABLE
RESULTS
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