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Planning your content strategy
Content Rules Seminar
22 January 2014
brilliantnoise.com
@katie3059
@amayfield
@brilliantnoise
Content strategy is about the ‘how’, the user, the big picture and the planning.
"the practice of planning the content creation, delivery, and governance." Kristina Halvorson. "The Discipline of Content Strategy".
“It's not the content, but the form of thought that counts.” Orhan Pamuk
“Why waste a sentence saying nothing?” Seth Godin
image (cc) eriwst
Content strategy gives you a formula for creating great content time and time again.
The emphasis on content is part of wider change in marketing and communications...
The models for audience engagement have been changing for the past decade. changing
We saw it first in the tech sector.
IBM’s investment model
IBM’s investment model
And the focus has shifted from channels to the customer.
Traditional sales funnel
Awareness
Consideration
Decision
Buy
Model first published Harvard Business Review
Bond
Advocate
Enjoy
Buy
Evaluate
Consider
Customer decision journey
Model first published Harvard Business Review
Bond
Advocate
Enjoy
Buy
Evaluate
Consider
Customer decision journey
What opportunities do we have to engage customers with content?
And success means designing systems more than campaigns.
Processes: content supply chain
AmEx
First: know your customer (or stakeholder, influencer, citizen, donor, user)
Digital ecosystem mapping.
http://brilliantnoise.com/the-digital-ecosystem/
Customer decision mapping.
Or in a more linear form....
Search Engine
Brand website
Price Comparison
Social Media
1 3
64
52
7 8
9 10
Consider Evaluate Buy Bond Advocate
6PPMSix Ps Planning Model
To create, publish and measure content against organisational goals.
Purpose
Performance
Prin
ciples
Pro
cesse
s
Platfo
rms
People
Often some key elements were missing...
Purpose
Performance
Prin
ciples
Pro
cesse
s
Platfo
rms
People
So let’s show you the questions we ask against each element.
The overarching reason why your content exists.Purpose applies to every piece of content, not just specific campaigns.
Purpose/ˈpəːpəs/ noun
Clear. Urgent.Compelling.Ours.
“What is content anyway?”
“What is content anyway?”‘Purpose’ gives you the answer.
Coca-Cola’s definition of content.
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
Exercise:Your purpose?
In one minute describe the purpose that guides your content strategy or a programme.
The fundamental propositions that form the foundations of your content.
Principles/ˈprɪnsɪp(ə)l/ noun
Guiding. Framing.Mantra-like.Ours.
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
1. Inspire participation amongst the very best
2. Connect these creative minds
3.Share the results of our efforts
4. Continue development
5. Measure success
Coca-Cola
1. Encourage bravery
2. Ensure clarity in our thinking
3. Embrace risk & all it entails
4. Culture of creativity
5. Be a catalyst for play
(+ 70 / 20 / 10 risk investment)
Coca-Cola’s kind-of-other principles
“There are too many different content silos, and there’s no consistency.”
“There are too many different content silos, and there’s no consistency.”‘Principles’ give you a solution.
Exercise:Guiding principles
What are your content mantras - or what principles would help if everyone in organisation understood them.
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
Word/Pages
Spredfast
Editorially
Gather Content
Scrivener
ZenWriter
CMS
Blog
3rd party sites
Social networks
Social networks
RSS
Paid content promotion e.g. PPC, OutBrain, Zemanta
“The CMS fills me with rage”‘Platforms’ make sure it never comes to this.
Exercise:Platforms for making and doing
Note down some platforms to try for content creation, collaboration, listening and measurement.
The systems and workflows required to create, publish and evaluate content
Processes/ˈprəʊsɛs/ noun
Content supply chain
- Trickle-down: Strong global creative direction, purpose and principles, light touch governance with independent markets executing.
- Federated: Strong central and regional hubs creating content and localising for each market. Dedicated editors/community managers part of a regional team.
- Central: Strong global team and light local resource to implement / localise content
- Networked: Central resource enables sharing and governance between strong local/regional teams - best practice and content travels in all directions.
Four content organisation shapes
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
“The sign-off process is ridiculous.”
“The sign-off process is ridiculous.”‘Processes’ plan away sign off problems.
Exercise:Processes - the good, the bad and the absent...
Note which processes are working well, which need improvement and new processes you need.
The people involved in the content process and the way they are organised in relation to it.
People/ˈpiːp(ə)l/ noun
- 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
“Everyone/no one thinks they own content.”
“Everyone/no one thinks they own content.”‘People’ makes the hierarchy and team involved clear.
Exercise:Processes - the good, the bad and the absent...
Note which processes are working well, which need improvement and new processes you need.
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, sales funnels...
Forrester’s Engagement Framework
Awareness Action Advocacy
Traffic
Bounce-rate
Views
Uniques
Sign-ups
Comm
ents
Downloads
Time w
atching
In-bound links
Recomm
endations
Mentions
Positive sentiment
Engagement
Scale and control
Returns
Purchases
Media uploads
Fans & followers
Blog posts
Engagement
Low effort / cost High effort / cost
Evolution - the 3As
The IAB framework - another A!
Exercise:Performance
Can you/will you be able to link metrics to business outcomes? Can you use data to inform editorial / content decisions?
image (cc) lindaybayley
Implementing content strategy is hard - take it one step at a time until you get it right.
[email protected]@katie3050
[email protected]@amayfield
brilliantnoise.com
© 2013 Brilliant Noise All rights reserved
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