Trend away from vertical editing hierarchy towards empowering frontline content creators
Creating clear guidelines for content creators to follow, rather than requiring multiple layers of editing review.
Highly automated single-path design and layout delivering both print and online product
Once a story is written and the visual elements
(photos, illustrations, media clips) are assembled, a
single design and layout process creates final (or near-final) page files for both print and web delivery.
Blogging platforms replacing standard production
methods on websites
Writers and editors can create, collaborate, edit and post online stories, photos and videos quickly and easily anytime/anywhere without any technical or design assistance, using pre-designed blog templates. They can be held as internal until approved, then quickly switched to the public side.
Content easily searchable
Requires meta data and tagging
Use of multiple channels for maximum delivery of content: print, web, e-mail, RSS feeds, Twitter feeds etc content aggregators, databases
Requires development of clear content strategy to match appropriate content to delivery venue.
Requires sophisticated content management tools, including tagging, metadata.
Requires careful control of licensing arrangements to maintain control of content while maximizing distribution.
Content planning- plans for the creation, publication, and governance of useful, usable content. [It’s deciding what you are going to include and what you are going to leave out.]
Key themes and messages
Content purpose (bridge audience needs)
Content gap analysis
First step is to create a clear and current definition of the primary audience segments
Example: Denomination Publication
Segment 1 – Pastors
Segment 2 – Paid staff, church leaders
Segment 3 – Educators
Segment 4 – Lay person
Important to note that the audience in print and online most likely do not overlap 100%
What are the differences between print and online audience?
Next step is to document the anticipated audience needs for each segment (reader wants)
How to information/education
Brands that thrive (versus survive) meet the needs of the audience
We don’t publish (in any format) for a demographic; we meet the needs of one or more demographics
Recognizing this core principal is key to creating and sustaining audiences that are engaged and profitable for publishers
Content Planning Matrix
Content Planning–Signature Content
What is signature content? (example: The Week)
Signature content either appears in no other publication or the writer is distinctive/prominent, etc. and thus, the content stands out within the issue
The importance of signature content
Differentiates your publication from all others with readers and advertisers
Content Planning-Print Cover
What is your current cover strategy ?
There is as much pressure to get a readers to pick up the issue and read it if they receive it at home as there is on the newsstand or in your place of distribution.
A tagline can “frame” the publication for first-time readers and reinforce brand/and purpose for regular/frequent readers
Tagline is stronger when it speaks to emotions versus a description
Content Competitive Review
What other publications/websites serve your audience?
What type of content do they offer?
Where does it come from?
Content management defines the technologies needed to create, capture, store, deliver and preserve your content.
Creation and assignment
Creation and assignment-where can content come from?
Partnership ideas for content generation:
Aligned member organizations
Another view of sourcing content (Don Nicholas, Mequoda)
original articles periodicals
forum threads newsletters
blog posts books
customers white papers
When possible, you want to buy or secure non-exclusive rights to all content
Try not to agree to where the content will be used
Content distribution defines how and where content will be made available to users.
Timing for distribution
Where – print publication, digital publication, newsletters, webinars, email, podcasts, blog posts, forum threads, video, audio, mobile, events
Content Distribution Brand wheel Blogs Video Mobile: phone & ebooks RSS Podcasts Community/forums Events Print Periodical Data Web site(s) Widgets Digital Publication Twitter Your customer Books Annuals Email newsletters CDs
Stay close to your audience by measuring their needs, attitudes, opinions, and feedback (not demographic research)
Conduct research print/online/events
Holistic view…not just one channel
Engagement, conversion, retention
Google analytics, Compete.com, Clickability.com
? Questions? ? ?
Planning enables you to leverage resources and serve your audience and mission more efficiently
Affirm what’s working
Take calculated risks
Measure through research
Thank you. Sabatier Consulting LLC 607 Greenwich Street Falls Church, VA 22046 703.536.2635 www.SabatierConsulting.com