Creating, Curating, Managing Content
Monday, September 23, 13
Copywriting....
Monday, September 23, 13
... is not content.
Monday, September 23, 13
A content strategy plans for the creation, delivery
and governance of useful, usable content.
Monday, September 23, 13
Considers...
• What
• Why
• How
• When
• For Whom
• With What
• Where
• When
• How Often
• What Next
Monday, September 23,...
Substance
Workflow
Structure
Governance
Core Strategy
Monday, September 23, 13
Substance: What content
do your audiences need
and why?
Monday, September 23, 13
Structure: How is content
organized, prioritized and
accessed?
Monday, September 23, 13
Workflow: How is
content created and
maintained?
Monday, September 23, 13
Governance: How are
decisions about content
and strategy made?
Monday, September 23, 13
Look at the big picture.
Monday, September 23, 13
Web Emails Newsletters Magazines
Catalogs Blogs Facebook
Twitter Video Instagram Pinterest
Monday, September 23, 13
Brainstorm!
Think big.
Monday, September 23, 13
What categories emerge?
Monday, September 23, 13
Calendar your
Categories
Note:
Frequency
based on
depth, breadth
and writer
Monday, September 23, 13
Tips for Creating an Editorial Calendar
• Consider the seasonality of your work. Build in big events.
• Try an 8 week cale...
Monday, September 23, 13
Curate.
Monday, September 23, 13
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Content management

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Content management

  1. 1. Creating, Curating, Managing Content Monday, September 23, 13
  2. 2. Copywriting.... Monday, September 23, 13
  3. 3. ... is not content. Monday, September 23, 13
  4. 4. A content strategy plans for the creation, delivery and governance of useful, usable content. Monday, September 23, 13
  5. 5. Considers... • What • Why • How • When • For Whom • With What • Where • When • How Often • What Next Monday, September 23, 13
  6. 6. Substance Workflow Structure Governance Core Strategy Monday, September 23, 13
  7. 7. Substance: What content do your audiences need and why? Monday, September 23, 13
  8. 8. Structure: How is content organized, prioritized and accessed? Monday, September 23, 13
  9. 9. Workflow: How is content created and maintained? Monday, September 23, 13
  10. 10. Governance: How are decisions about content and strategy made? Monday, September 23, 13
  11. 11. Look at the big picture. Monday, September 23, 13
  12. 12. Web Emails Newsletters Magazines Catalogs Blogs Facebook Twitter Video Instagram Pinterest Monday, September 23, 13
  13. 13. Brainstorm! Think big. Monday, September 23, 13
  14. 14. What categories emerge? Monday, September 23, 13
  15. 15. Calendar your Categories Note: Frequency based on depth, breadth and writer Monday, September 23, 13
  16. 16. Tips for Creating an Editorial Calendar • Consider the seasonality of your work. Build in big events. • Try an 8 week calendar cycle. • Use a shared document like a Google spreadsheet. • Repurpose! • Curate. (more on that in a minute) Monday, September 23, 13
  17. 17. Monday, September 23, 13
  18. 18. Curate. Monday, September 23, 13
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