Downloaded 33 times
Uploaded byLauren Pope
Content strategy for information professionals: slides from LIKE
The document discusses the importance of content strategy in the creation, publication, and governance of effective content. It introduces a six-part model for developing a content strategy, focusing on purpose, principles, platforms, processes, people, and performance metrics. Each section includes exercises to help organizations refine their content strategies and improve outcomes.
More Related Content
Similar to Content strategy for information professionals: slides from LIKE
![Where to Buy LinkedIn Accounts_ [12 Best Sites] (3).pdf](https://cdn.slidesharecdn.com/ss_thumbnails/wheretobuylinkedinaccounts12bestsites3-251124162550-95b6ddfa-thumbnail.jpg?width=640&height=640&fit=bounds)
Content strategy for information professionals: slides from LIKE
- 1. Content strategy LIKE 27 February2014 @la_pope brilliantnoise.com
- 2. “Content strategy plans forthe creation, publication and governance of useful, usable content.” Kristina Halvorson, Brain Traffic, http://goo.gl/ JiSpjs image (cc) Antony Hutchinson
- 3. Content strategy gives youa formula for creating great content time and time again. image (cc) eriwst
- 4. Customer decision journey Consider Advocate Bond Evaluate Enjoy Buy Modelfirst published Harvard Business Review
- 6. Content strategy is foreveryone. If you have ‘stuff’ that you want people to use, content strategy has something to offer.
- 7.
- 8.
- 9. Purpose /ˈpəːpəs/ noun The overarchingreason why your content exists. Purpose applies to every piece of content, not just specific campaigns.
- 10. “To bring inspiration toevery athlete* in the world. *If you have a body, you are an athlete.” Nike, http://goo.gl/XTLh7a image (cc) Photon
- 11.
- 12. Exercise: your purpose Does yourcontent programme have one? What is it? What should it be?
- 13. Principles /ˈprɪnsɪp(ə)l/ noun The fundamentalpropositions that form the foundations of your content. How your team works to create and publish content.
- 14.
- 15. Nokia 1. Consider thesocial 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
- 16.
- 17. Exercise: your principles What doyou want people to do? What do you want the content to do for people? How do you need to work?
- 18. Platforms /ˈplatfɔːm/ noun The placeswhere and tools with which your create, publish and amplify your content.
- 19. Source Create Publish Amplify CMS Social networks RSS Social listening Word/Pages Spredfast Bookmarking e.g. Diigo Editorially Yammer Gather Content Wiki Internet Interviews Scrivener ZenWriter Blog 3rd party sites Social networks Paper Intranet Email RSS Paidcontent promotion e.g. PPC, OutBrain, Zemanta Advocates
- 20. Exercise: your platforms What areyour key platforms for content sourcing, creation, distribution and amplification? Are they fit for purpose? Note some new ones you would like to try.
- 21. Processes /ˈprəʊsɛs/ noun The systemsand workflows required to create, publish and evaluate content.
- 22. Content is published. Editor gives stakeholdersa final chance to sign off controversial/ sensitive content. START Text GOAL: great content Content writers write content. Editor gives briefs and source material to content writers. Content is amplified. Content is measured and optimised. Editor proofs, checks against the brief, style and tone of voice guide, and principles. 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.
- 23. GOAL: great content Some people like/ love it Mostpeople hate/are indifferent People read the content No one reads the content Content is approved Content ready for publication CMS doesn’t support content format Delays mean content is out of date Text Content is published Content isn’t approved Send content for sign off Write content Get brief signed off Write brief START Create idea for campaign Argue over who owns content Research content Fail to find source material
- 24. Exercise: your processes What yourcontent workflow look like? What are the problems with it? How could you make it more robust/efficient?
- 25. People /ˈpiːp(ə)l/ noun The peopleinvolved in the content process and the way they are organised in relation to it.
- 26.
- 27. Content organisation models -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 crossdepartmental authority. - Content lead: a person who leads content initiatives, but without cross-departmental authority. - Executive steering committee: a cross-functional strategic group. Altimeter Group http://goo.gl/NdxkWC
- 28. Exercise: your people Who isinvolved in the sourcing, creation, publishing and evaluation of content? What skills are needed and how much time? What is the organisational structure around content?
- 29. Performance /ˈpəˈfɔːm(ə)ns/ noun The benchmarksfor success and the ways in which you measure the impact of your content.
- 30. What is yourobjective? 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...
- 31.
- 32. Exercise: your performance What arethe 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?
- 33. Thank you brilliantnoise.com @la_pope lauren@brilliantnoise.com © 2013Brilliant Noise. All rights reserved
- 34.
- 35.