Content Production and Your Communications Program
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