Content Strategy Final (2)


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Content Strategy Final (2)

  1. 1. Content Strategy for Print and Web Sites SEA 2009
  2. 2. Overview Content is the cornerstone Content trends Content planning Content review Content management 1 2 3 4 5 Content distribution Content research Summary 6 7 8
  3. 3. “ Writing is like driving sheep down a road. If there are any gates on either side, readers will exit.” C.S. Lewis
  4. 4. They started with a strong sense of mission that continues And that is why people READ your magazines .
  5. 5. Content is the Cornerstone <ul><li>Expanded definition: text, graphics, audio, video, data or any combination of these </li></ul><ul><li>More attention to the “needs” of your audience </li></ul><ul><li>The voice/lens through which you present content is very important </li></ul>
  6. 6. Content is the Cornerstone <ul><li>Publishers add value to content through delivery and packaging, connecting print, online and other media, and by “curating” and “rating” of content </li></ul><ul><ul><li>Curating: careful selection and presentation of content from all sources to best meet audience needs </li></ul></ul><ul><ul><li>Rating: audience input on value of content, etc. </li></ul></ul>
  7. 7. Content is the Cornerstone <ul><li>User generated content embraced by many publishers and will become more mainstream </li></ul>
  8. 8. Content is the Cornerstone <ul><li>The business impact of content planning is that it engages all stakeholders and ensures alignment, investment, and accountability around content creation and maintenance.   </li></ul>
  9. 9. Content Trends
  10. 10. Content Trends <ul><li>  Content Creation </li></ul><ul><li>  </li></ul><ul><ul><li>Expansion of multimedia content: marrying traditional print content with video, audio and graphics online </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Implication: </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Requires additional/different skills than those possessed by “traditional journalists.” </li></ul></ul><ul><li>  </li></ul>
  11. 11. Content Trends <ul><li>  Content Creation </li></ul><ul><ul><li>Widespread adoption of user generated content (forums, blogs, online communities) </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Implication: </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Requires a certain loss of control by editors accustomed to being gatekeepers. </li></ul></ul>
  12. 12. Content Trends <ul><li>  Content Creation </li></ul><ul><ul><li>Shift to constantly updated content from traditional defined publication cycle </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Implication: </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Places heavier demands on staff and requires change in mindset. </li></ul></ul><ul><li>  </li></ul>
  13. 13. Content Trends <ul><li>  Content Creation </li></ul><ul><ul><li>Use of third-party content to supplement content generated in-house. </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Implication: </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Requires establishing criteria and quality standards for third-party content. </li></ul></ul>
  14. 14. Content Trends <ul><li>  Content Creation </li></ul><ul><ul><li>Pooling of print and online resources under a “chief content officer” </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Implication: </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Requires separating &quot;high-value activities&quot; from &quot;commodity-style activities&quot; in order to reduce redundancies and focus on producing content. </li></ul></ul>
  15. 15. Content Trends <ul><li>  Content Management </li></ul><ul><ul><li>Trend towards bringing print and online content production together </li></ul></ul><ul><ul><li>Implication: </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Changing organizational structure and/or creating effective collaboration matrix. </li></ul></ul><ul><li>  </li></ul>
  16. 16. Content Trends <ul><li>  Content Management </li></ul><ul><ul><li>Trend away from vertical editing hierarchy towards empowering frontline content creators </li></ul></ul><ul><ul><li>Implication: </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Creating clear guidelines for content creators to follow, rather than requiring multiple layers of editing review. </li></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>
  17. 17. Content Trends <ul><li>  Content Production </li></ul><ul><ul><li>Highly automated single-path design and layout delivering both print and online product </li></ul></ul><ul><ul><li>Implication: </li></ul></ul><ul><ul><li>Once a story is written and the visual elements </li></ul></ul><ul><ul><li>(photos, illustrations, media clips) are assembled, a </li></ul></ul><ul><ul><li>single design and layout process creates final (or near-final) page files for both print and web delivery. </li></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>
  18. 18. Content Trends <ul><li>Content Production </li></ul><ul><li>Blogging platforms replacing standard production </li></ul><ul><li>methods on websites </li></ul><ul><ul><li>Implication: </li></ul></ul><ul><ul><li>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. </li></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>
  19. 19. Content Trends <ul><li>Content Production </li></ul><ul><li>Content easily searchable </li></ul><ul><li>Implication: </li></ul><ul><ul><li>Requires meta data and tagging </li></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>
  20. 20. Content Trends <ul><li>Content Distribution </li></ul><ul><li>Use of multiple channels for maximum delivery of content: print, web, e-mail, RSS feeds, Twitter feeds etc content aggregators, databases </li></ul><ul><li>Implication: </li></ul><ul><li>  </li></ul><ul><ul><li>Requires development of clear content strategy to match appropriate content to delivery venue. </li></ul></ul><ul><ul><li>Requires sophisticated content management tools, including tagging, metadata.  </li></ul></ul><ul><ul><li>Requires careful control of licensing arrangements to maintain control of content while maximizing distribution. </li></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>
  21. 21. Content Planning
  22. 22. Content Planning <ul><li>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.] </li></ul><ul><ul><li>Key themes and messages </li></ul></ul><ul><ul><li>Topics </li></ul></ul><ul><ul><li>Content purpose (bridge audience needs) </li></ul></ul><ul><ul><li>Content gap analysis </li></ul></ul>
  23. 23. Content Planning <ul><li>First step is to create a clear and current definition of the primary audience segments </li></ul><ul><ul><li>Example: Denomination Publication </li></ul></ul><ul><ul><ul><li>Segment 1 – Pastors </li></ul></ul></ul><ul><ul><ul><li>Segment 2 – Paid staff, church leaders </li></ul></ul></ul><ul><ul><ul><li>Segment 3 – Educators </li></ul></ul></ul><ul><ul><ul><li>Segment 4 – Lay person </li></ul></ul></ul>
  24. 24. Content Planning <ul><li>Important to note that the audience in print and online most likely do not overlap 100% </li></ul><ul><ul><li>What are the differences between print and online audience? </li></ul></ul>
  25. 25. Content Planning <ul><li>Next step is to document the anticipated audience needs for each segment (reader wants) </li></ul><ul><ul><li>Examples: </li></ul></ul><ul><ul><ul><ul><li>Inspiration (success) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>News </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Community </li></ul></ul></ul></ul><ul><ul><ul><ul><li>How to information/education </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Sourcing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Product/reviews </li></ul></ul></ul></ul>
  26. 26. Content Planning <ul><li>Brands that thrive (versus survive) meet the needs of the audience </li></ul><ul><ul><li>We don’t publish (in any format) for a demographic; we meet the needs of one or more demographics </li></ul></ul><ul><ul><li>Recognizing this core principal is key to creating and sustaining audiences that are engaged and profitable for publishers </li></ul></ul>
  27. 27. Content Planning Matrix
  28. 28. Content Planning–Signature Content <ul><li>What is signature content? (example: The Week) </li></ul><ul><ul><li>Signature content either appears in no other publication or the writer is distinctive/prominent, etc. and thus, the content stands out within the issue </li></ul></ul><ul><li>The importance of signature content </li></ul><ul><ul><li>Differentiates your publication from all others with readers and advertisers </li></ul></ul>
  29. 29. Content Planning-Print Cover <ul><li>What is your current cover strategy ? </li></ul><ul><ul><li>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. </li></ul></ul>
  30. 30. Content Planning-Tagline <ul><li>A tagline can “frame” the publication for first-time readers and reinforce brand/and purpose for regular/frequent readers </li></ul><ul><ul><li>Tagline is stronger when it speaks to emotions versus a description </li></ul></ul>
  31. 31. Content Competitive Review <ul><li>What other publications/websites serve your audience? </li></ul><ul><li>What type of content do they offer? </li></ul><ul><li>Where does it come from? </li></ul>
  32. 33. Content Management
  33. 34. Content Management <ul><li>Content management defines the technologies needed to create, capture, store, deliver and preserve your content. </li></ul><ul><ul><li>Creation and assignment </li></ul></ul><ul><ul><li>Publishing infrastructure </li></ul></ul><ul><ul><li>Workflow </li></ul></ul>
  34. 35. Content Management <ul><li>Creation and assignment-where can content come from? </li></ul><ul><ul><li>In-house staff </li></ul></ul><ul><ul><li>Freelance contributors </li></ul></ul><ul><ul><li>User generated </li></ul></ul><ul><ul><li>Licensing </li></ul></ul><ul><ul><li>Aggregated </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Partnerships </li></ul></ul>
  35. 36. Content Management <ul><li>Partnership ideas for content generation: </li></ul><ul><ul><ul><li>Academic institutions </li></ul></ul></ul><ul><ul><ul><li>Non-profits </li></ul></ul></ul><ul><ul><ul><li>Aligned member organizations </li></ul></ul></ul><ul><ul><ul><li>Advertisers </li></ul></ul></ul><ul><ul><ul><li>Retailers </li></ul></ul></ul><ul><ul><ul><li>Other publishers </li></ul></ul></ul>
  36. 37. Content Management <ul><li>Another view of sourcing content (Don Nicholas, Mequoda) </li></ul><ul><ul><li>Original Recycled </li></ul></ul><ul><ul><li>original articles periodicals </li></ul></ul><ul><ul><li>forum threads newsletters </li></ul></ul><ul><ul><li>blog posts books </li></ul></ul><ul><ul><li>podcasts webinars </li></ul></ul><ul><ul><li>customers white papers </li></ul></ul>
  37. 38. Content Management <ul><li>When possible, you want to buy or secure non-exclusive rights to all content </li></ul><ul><ul><li>Try not to agree to where the content will be used </li></ul></ul>
  38. 40. Content Distribution
  39. 41. Content Distribution <ul><li>Content distribution defines how and where content will be made available to users. </li></ul><ul><ul><li>Timing for distribution </li></ul></ul><ul><ul><li>Where – print publication, digital publication, newsletters, webinars, email, podcasts, blog posts, forum threads, video, audio, mobile, events </li></ul></ul>
  40. 42. 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
  41. 43. Content Research <ul><li>Stay close to your audience by measuring their needs, attitudes, opinions, and feedback (not demographic research) </li></ul><ul><ul><li>Conduct research print/online/events </li></ul></ul><ul><ul><li>Holistic view…not just one channel </li></ul></ul><ul><li>Track analytics </li></ul><ul><ul><li>Engagement, conversion, retention </li></ul></ul><ul><ul><ul><li>Google analytics,, </li></ul></ul></ul>
  42. 44. ? Questions? ? ?
  43. 45. Wrap-Up <ul><li>Planning enables you to leverage resources and serve your audience and mission more efficiently </li></ul><ul><li>Affirm what’s working </li></ul><ul><li>Take calculated risks </li></ul><ul><li>Measure through research </li></ul>
  44. 46. Thank you. Sabatier Consulting LLC 607 Greenwich Street Falls Church, VA 22046 703.536.2635