Content Production and Your Communications Program
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Content Production and Your Communications Program

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A brief discussion on what content production means in the online communications space, how to think about it, and some of the current tools being used in the space.

A brief discussion on what content production means in the online communications space, how to think about it, and some of the current tools being used in the space.

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    Content Production and Your Communications Program Content Production and Your Communications Program Presentation Transcript

    • Content Production and Your Communications Program KATE BRODOCK @JUST_KATE EXECUTIVE DIRECTOR OF DIGITAL & SOCIAL MEDIA, SYRACUSE UNIVERSITY FOUNDER & CHAIR, OTHER SIDE GROUP 18 MAY 2012
    • CONTENT WHAT IS CONTENTSOCIAL WRITING & BRAND JOURNALISM WHAT IS *NOT* CONTENT
    • What is Content? Writing  Blogging  eBooks  White Papers Videos Third-party content (articles, videos, etc) Photos Audio
    • Social WritingContent, primarily in written format, that is designedto be optimal for social sharing. – Other SideGroup, 2012  Goal 1: Create content that people want to share  Goal 2: Create content that will work well once shared
    • Brand Journalism―Brand Journalism is when any organization….createsvaluable information and shares it with the world.  Brand Journalism is not a product pitch. It is not an advertorial. It is not an egotistical spewing of gobbledygook- laden corporate drivel.  Instead Brand Journalism is the creation of Web content— videos, blog posts, photos, charts, graphs, essays, ebooks, white papers— that deliver value to your marketplace and serve to position your organization as one worthy of doing business with. -David Meerman Scott, 2009
    • What is NOT Content?Again…… ―It is not an egotistical spewing of gobbledygook-laden corporate drivel.‖
    • Content Production WHY IT’S IMPORTANT CONTENT PRODUCTION AND COMMUNICATIONS PLANSGOALS OF CONTENT PRODUCTION
    • Why is content production important? People are consuming information in different ways. You need to keep up with them.  Skimming  Video  Visual With the right content, you have the potential to reach more people.  Social content  Search engine optimized content
    • Why is content production important? Give them a reason to find you. People are getting bored or annoyed with straight sales tactics, especially when they’re online.  They want something valuable and useful.  If your brand can offer them that value, that’s good.
    • How does it work with communications plans? Your goals may be: promotion, outreach, branding, media relations, etc. Content opens up new opportunities to reach new people, have them reach you, have your “brand” shared with others, create more engaging experiences, initiate conversation, etc.
    • How does it work with communications plans? Content production does not replace your current marketing or communications plans….it enhances and supports them.
    • What are some reasons to start a content production program? Thought leadership Education Lead generation Engagement SEO Brand Awareness Outreach Traditional methods are not sufficient, you’re missing opportunities If you’re already in the social media space….you need something to share…right?
    • Creation vs Curation CONTENT CREATION CONTENT CURATION
    • Content Creation What is it?  Original content created by your brand. Beneficial for:  Demonstrating value directly  Thought leadership  Giving insight into a brand  ―Controlling the message‖
    • Content Curation What is it?  Discovering, gathering, and presenting digital content that surrounds specific subject matter.  ―Content curation is the process of sorting through the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme. The work involves sifting, sorting, arranging, and publishing information.‖ – Beth Kanter, 2011
    • Things to think about Length Quality Accessibility Shareability Verification Legal rights Attribution
    • TOOLSBLOGGING PLATFORMS VIDEO PLATFORMS RANDOM
    • Blogging Wordpress, Typepad, etc In-house platform TumblrEXAMPLES:
    • Video YouTube Vimeo uStream Short-form (app-based): Tout, ViddyEXAMPLES
    • Other Storify Pinterest Paper.li Pearltrees RSS Reader
    • Thanks!TWITTER: @JUST_KATESOCIAL WRITING AND SOCIAL MEDIACONSULTING: OTHER SIDE GROUPBLOG: TODAY AND TOMORROWOTHER:GIRLS IN TECHB2B VOICESMETA-ACTIVISM PROJECT