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Content Strategy Final (2)

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  • 1. Content Strategy for Print and Web Sites SEA 2009
  • 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. “ Writing is like driving sheep down a road. If there are any gates on either side, readers will exit.” C.S. Lewis
  • 4. They started with a strong sense of mission that continues And that is why people READ your magazines .
  • 5. Content is the Cornerstone
    • Expanded definition: text, graphics, audio, video, data or any combination of these
    • More attention to the “needs” of your audience
    • The voice/lens through which you present content is very important
  • 6. Content is the Cornerstone
    • Publishers add value to content through delivery and packaging, connecting print, online and other media, and by “curating” and “rating” of content
      • Curating: careful selection and presentation of content from all sources to best meet audience needs
      • Rating: audience input on value of content, etc.
  • 7. Content is the Cornerstone
    • User generated content embraced by many publishers and will become more mainstream
  • 8. Content is the Cornerstone
    • The business impact of content planning is that it engages all stakeholders and ensures alignment, investment, and accountability around content creation and maintenance.  
  • 9. Content Trends
  • 10. Content Trends
    •   Content Creation
    •  
      • Expansion of multimedia content: marrying traditional print content with video, audio and graphics online
    •  
      • Implication:
    •  
      • Requires additional/different skills than those possessed by “traditional journalists.”
    •  
  • 11. Content Trends
    •   Content Creation
      • Widespread adoption of user generated content (forums, blogs, online communities)
    •  
      • Implication:
    •  
      • Requires a certain loss of control by editors accustomed to being gatekeepers.
  • 12. Content Trends
    •   Content Creation
      • Shift to constantly updated content from traditional defined publication cycle
    •  
      • Implication:
    •  
      • Places heavier demands on staff and requires change in mindset.
    •  
  • 13. Content Trends
    •   Content Creation
      • Use of third-party content to supplement content generated in-house.
    •  
      • Implication:
    •  
      • Requires establishing criteria and quality standards for third-party content.
  • 14. Content Trends
    •   Content Creation
      • Pooling of print and online resources under a “chief content officer”
    •  
      • Implication:
    •  
      • Requires separating "high-value activities" from "commodity-style activities" in order to reduce redundancies and focus on producing content.
  • 15. Content Trends
    •   Content Management
      • Trend towards bringing print and online content production together
      • Implication:
    •  
      • Changing organizational structure and/or creating effective collaboration matrix.
    •  
  • 16. Content Trends
    •   Content Management
      • Trend away from vertical editing hierarchy towards empowering frontline content creators
      • Implication:
    •  
      • Creating clear guidelines for content creators to follow, rather than requiring multiple layers of editing review.
    •  
    •  
    •  
  • 17. Content Trends
    •   Content Production
      • Highly automated single-path design and layout delivering both print and online product
      • Implication:
      • 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.
    •  
    •  
    •  
  • 18. Content Trends
    • Content Production
    • Blogging platforms replacing standard production
    • methods on websites
      • Implication:
      • 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.
    •  
    •  
    •  
  • 19. Content Trends
    • Content Production
    • Content easily searchable
    • Implication:
      • Requires meta data and tagging
    •  
    •  
    •  
  • 20. Content Trends
    • Content Distribution
    • Use of multiple channels for maximum delivery of content: print, web, e-mail, RSS feeds, Twitter feeds etc content aggregators, databases
    • Implication:
    •  
      • 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.
    •  
    •  
    •  
  • 21. Content Planning
  • 22. Content Planning
    • 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
      • Topics
      • Content purpose (bridge audience needs)
      • Content gap analysis
  • 23. Content Planning
    • 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
  • 24. Content Planning
    • 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?
  • 25. Content Planning
    • Next step is to document the anticipated audience needs for each segment (reader wants)
      • Examples:
          • Inspiration (success)
          • News
          • Community
          • How to information/education
          • Sourcing
          • Product/reviews
  • 26. Content Planning
    • 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
  • 27. Content Planning Matrix
  • 28. 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
  • 29. 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.
  • 30. Content Planning-Tagline
    • 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
  • 31. Content Competitive Review
    • What other publications/websites serve your audience?
    • What type of content do they offer?
    • Where does it come from?
  • 32.  
  • 33. Content Management
  • 34. Content Management
    • Content management defines the technologies needed to create, capture, store, deliver and preserve your content.
      • Creation and assignment
      • Publishing infrastructure
      • Workflow
  • 35. Content Management
    • Creation and assignment-where can content come from?
      • In-house staff
      • Freelance contributors
      • User generated
      • Licensing
      • Aggregated
      • Links
      • Partnerships
  • 36. Content Management
    • Partnership ideas for content generation:
        • Academic institutions
        • Non-profits
        • Aligned member organizations
        • Advertisers
        • Retailers
        • Other publishers
  • 37. Content Management
    • Another view of sourcing content (Don Nicholas, Mequoda)
      • Original Recycled
      • original articles periodicals
      • forum threads newsletters
      • blog posts books
      • podcasts webinars
      • customers white papers
  • 38. Content Management
    • 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
  • 39.  
  • 40. Content Distribution
  • 41. Content Distribution
    • 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
  • 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
  • 43. Content Research
    • 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
    • Track analytics
      • Engagement, conversion, retention
        • Google analytics, Compete.com, Clickability.com
  • 44. ? Questions? ? ?
  • 45. Wrap-Up
    • Planning enables you to leverage resources and serve your audience and mission more efficiently
    • Affirm what’s working
    • Take calculated risks
    • Measure through research
  • 46. Thank you. Sabatier Consulting LLC 607 Greenwich Street Falls Church, VA 22046 703.536.2635 www.SabatierConsulting.com