Content Strategyfür NGOsWebinhalte erst strategisch planen,dann publizierenre:campaign 2013Berlin, 6.5.2013Brigitte Alice ...
SOCIAL MEDIA & NGOsBILDQUELLE: http://www.thepotato.ie/2013/04/social-media-secrets-cats-or-dogs
KOMPLEXITÄT
ÜBERFORDERUNGBILDQUELLE: http://scholarzblog.wordpress.com/2008/04/30/blogwelt-serie-wie-arbeite-ich-schneller-produktivit...
WAS? CONTENT?
CONTENTSTRATEGY
"Content strategy plans for thecreation, publication, and governance ofuseful, usable content.“Kristina Halvorson, „Conten...
Content Strategy in 6 SchrittenBILDQUELLE: http://www.beinsteinerkleiderboerse.de/Ferien/2004/
#1 Überprüfe Deine Inhalte
Content Inventory
• Überblick über bereits vorhandene Inhalte• Identifikation von guten und mangelhaften Inhalten und Prozessen• Argumentati...
#2 Kenne Deine Nutzer
“The purpose of user research is to movebeyond assumptions, guesses, and stereotypesto discover what your humanreaders, vi...
Chris Atherton: „Nonprofit, zero content“, Confab London 2013http://confabevents.com/downloads/slides/london-2013/Confab-L...
“Mental health has a stigma like many other topics.People don‘t talk about it. That was the centralproblem that they tried...
“Nonprofit is not sexy. But they have people whoreally really care about adolescents with mental-health problems.“Chris At...
Chris Atherton: „Nonprofit, zero content“, Confab London 2013http://confabevents.com/downloads/slides/london-2013/Confab-L...
Chris Atherton: „Nonprofit, zero content“, Confab London 2013http://confabevents.com/downloads/slides/london-2013/Confab-L...
Chris Atherton: „Nonprofit, zero content“, Confab London 2013http://confabevents.com/downloads/slides/london-2013/Confab-L...
Chris Atherton: „Nonprofit, zero content“, Confab London 2013http://confabevents.com/downloads/slides/london-2013/Confab-L...
Chris Atherton: „Nonprofit, zero content“, Confab London 2013http://confabevents.com/downloads/slides/london-2013/Confab-L...
http://www.time-to-change.org.uk/youngpeople
#3 Überzeuge Deine Stakeholder
1. Identifiziere Deine Stakeholder.2. Involviere Deine Stakeholder.3. Interessiere Dich für Deine Stakeholder.4. Individua...
#4 Definiere Deine Botschaften
“If you don‘t know WHAT you need tocommunicate, how will you know HOW, or if yousucceed?“Margot Bloomstein, http://de.slid...
“Messaging is the art of deciding what informationor ideas you want to give—and get from—yourusers.“Kristina. Halvorson, „...
“Cut to the essential message – and put it first.“Ginny Redish, Confab 2013
„Give and Get Hope Here“http://www.redcross.org
„We wanted to tell the story of the Red Crossthrough people we serve, while at the same timedemonstrating the breadth of o...
http://www.youtube.com/watch?v=3yufZP-LZrk
#5 Manage Deine internen Prozesse
BILDQUELLE: http://www.cleveland.com/business/index.ssf/2012/07/minimum_wage_hike.htmlEFFIZIENZ
Nicola O‘Connor: Can Content Strategy Help Save Lifes?http://de.slideshare.net/NicolaConnor
“Tell everyone who will listen that content is acontinuous and not a linear process.“Nicola O‘Connor, Content Strategist a...
BILDQUELLE: http://www.dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/
http://www.cancerresearchuk.org/home/
#6 Wähle Deine Plattformen
“The mechanisms that content owners will select todeliver their content will depend not only on theirtarget audiences’ pre...
“Companies who truly commit to social media—whorecognize that these delivery channels demandeditorial oversight and regula...
Vielen Dank !re:campaign 2013Berlin, 6.5.2013Brigitte Alice Radlbrigittealice.radl@gmail.com@brigitte_alice
• Google Group Content Strategyhttps://groups.google.com/forum/?fromgroups#!forum/contentstrategy• Google Group Content St...
• Annett-Baker, Relly. A Practical Guide to Creating Web Content.• Bailie, Rahel Anne; Urbina, Noz. Content Strategy: Conn...
BILDQUELLE: http://pics.urduwire.com/fun-entertainment/dog-operate-computer/Content StrategyOnlinemagazine & Blogs• A List...
BILDQUELLE: http://about.me/jcolman„The Epic List of Content StrategyResources“ von Jonathon Colman:http://www.jonathoncol...
Content Strategy für NGOs: Webinhalte erst strategisch planen, dann publizieren
Content Strategy für NGOs: Webinhalte erst strategisch planen, dann publizieren
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Content Strategy für NGOs: Webinhalte erst strategisch planen, dann publizieren

  1. 1. Content Strategyfür NGOsWebinhalte erst strategisch planen,dann publizierenre:campaign 2013Berlin, 6.5.2013Brigitte Alice Radlbrigittealice.radl@gmail.com@brigitte_alice
  2. 2. SOCIAL MEDIA & NGOsBILDQUELLE: http://www.thepotato.ie/2013/04/social-media-secrets-cats-or-dogs
  3. 3. KOMPLEXITÄT
  4. 4. ÜBERFORDERUNGBILDQUELLE: http://scholarzblog.wordpress.com/2008/04/30/blogwelt-serie-wie-arbeite-ich-schneller-produktivitatsblogs/
  5. 5. WAS? CONTENT?
  6. 6. CONTENTSTRATEGY
  7. 7. "Content strategy plans for thecreation, publication, and governance ofuseful, usable content.“Kristina Halvorson, „Content Strategy for the Web“, 2009
  8. 8. Content Strategy in 6 SchrittenBILDQUELLE: http://www.beinsteinerkleiderboerse.de/Ferien/2004/
  9. 9. #1 Überprüfe Deine Inhalte
  10. 10. Content Inventory
  11. 11. • Überblick über bereits vorhandene Inhalte• Identifikation von guten und mangelhaften Inhalten und Prozessen• Argumentationsgrundlage gegenüber Stakeholdern der Organisation• Basis für die Verbesserung der Webpräsenz und für die Content StrategyQuantitatives & qualitativesContent Audit
  12. 12. #2 Kenne Deine Nutzer
  13. 13. “The purpose of user research is to movebeyond assumptions, guesses, and stereotypesto discover what your humanreaders, viewers, and listeners really want andneed.”Erin Kissane, „The Elements of Content Strategy“, 2011
  14. 14. Chris Atherton: „Nonprofit, zero content“, Confab London 2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf
  15. 15. “Mental health has a stigma like many other topics.People don‘t talk about it. That was the centralproblem that they tried to solve in the campaign.“Chris Atherton, Confab London 2013
  16. 16. “Nonprofit is not sexy. But they have people whoreally really care about adolescents with mental-health problems.“Chris Atherton, Confab London 2013
  17. 17. Chris Atherton: „Nonprofit, zero content“, Confab London 2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf
  18. 18. Chris Atherton: „Nonprofit, zero content“, Confab London 2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf
  19. 19. Chris Atherton: „Nonprofit, zero content“, Confab London 2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf
  20. 20. Chris Atherton: „Nonprofit, zero content“, Confab London 2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf
  21. 21. Chris Atherton: „Nonprofit, zero content“, Confab London 2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf
  22. 22. http://www.time-to-change.org.uk/youngpeople
  23. 23. #3 Überzeuge Deine Stakeholder
  24. 24. 1. Identifiziere Deine Stakeholder.2. Involviere Deine Stakeholder.3. Interessiere Dich für Deine Stakeholder.4. Individualisiere Deine Botschaften.5. Integriere Deine Stakeholder dauerhaft.BILDQUELLE: http://www.justinsjourney.net/wp-content/uploads/2012/05/0718hippies.jpg
  25. 25. #4 Definiere Deine Botschaften
  26. 26. “If you don‘t know WHAT you need tocommunicate, how will you know HOW, or if yousucceed?“Margot Bloomstein, http://de.slideshare.net/mbloomstein
  27. 27. “Messaging is the art of deciding what informationor ideas you want to give—and get from—yourusers.“Kristina. Halvorson, „Content Strategy for the Web“, 2009
  28. 28. “Cut to the essential message – and put it first.“Ginny Redish, Confab 2013
  29. 29. „Give and Get Hope Here“http://www.redcross.org
  30. 30. „We wanted to tell the story of the Red Crossthrough people we serve, while at the same timedemonstrating the breadth of our mission. (...) thegoal for this storytelling campaign was to bring oureveryday mission to life in a personally relevantway.“Peggy Dyer, Chief Marketing Officer of the American Red Crosshttp://www.redcross.org/news/press-release/American-Red-Cross-Launches-New-Ad-Campaign
  31. 31. http://www.youtube.com/watch?v=3yufZP-LZrk
  32. 32. #5 Manage Deine internen Prozesse
  33. 33. BILDQUELLE: http://www.cleveland.com/business/index.ssf/2012/07/minimum_wage_hike.htmlEFFIZIENZ
  34. 34. Nicola O‘Connor: Can Content Strategy Help Save Lifes?http://de.slideshare.net/NicolaConnor
  35. 35. “Tell everyone who will listen that content is acontinuous and not a linear process.“Nicola O‘Connor, Content Strategist at Cancer Research UKhttp://vimeo.com/56601761
  36. 36. BILDQUELLE: http://www.dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/
  37. 37. http://www.cancerresearchuk.org/home/
  38. 38. #6 Wähle Deine Plattformen
  39. 39. “The mechanisms that content owners will select todeliver their content will depend not only on theirtarget audiences’ preferences, but also ontime, budget, internal resources, and available toolsor technologies.“Kristina. Halvorson, „Content Strategy for the Web“, 2009
  40. 40. “Companies who truly commit to social media—whorecognize that these delivery channels demandeditorial oversight and regular production ofbranded content—are going to win the game.”Kristina. Halvorson, „Content Strategy for the Web“, 2009
  41. 41. Vielen Dank !re:campaign 2013Berlin, 6.5.2013Brigitte Alice Radlbrigittealice.radl@gmail.com@brigitte_alice
  42. 42. • Google Group Content Strategyhttps://groups.google.com/forum/?fromgroups#!forum/contentstrategy• Google Group Content Strategy Europehttps://groups.google.com/forum/?fromgroups#%21forum/content-strategy-europe• Google Community Content Strategie (deutschsprachig)https://plus.google.com/communities/109794279885354791919• Twitter-Hashtag #contentstrategyKonferenzen, Meetups & Camps:• CONFABhttp://confabevents.com• CS Forumhttp://csforum2013.com• #cosca13 am 7. & 8. Juni in Dieburghttp://www.cscamp.de/• Regionale Meetups (Google Content Strategy + deine Stadt)Liste Content-Strategy-Konferenzen 2013 von Shelly Bowen:http://www.pybop.com/2013/01/2013-content-strategy-conferences/Finde neue Freunde!BILDQUELLE: http://theputridiaries.blogspot.co.at/2011/05/badminton-for-penguins.html
  43. 43. • Annett-Baker, Relly. A Practical Guide to Creating Web Content.• Bailie, Rahel Anne; Urbina, Noz. Content Strategy: Connecting the DotsBetween Business, Brand, and Benefits.• Bloomstein, Margot. Content Strategy at Work: Real-world Stories toStrengthen Every Interactive Project.• Halvorson, Kristina; Rach, Melissa. Content Strategy for the Web.• Handley, Ann; Chapman, C.C. Content Rules.• Jones, Colleen. Clout — The Art & Science of Influential Web Content.• Kissane, Erin. The Elements of Content Strategy.• McGovern, Gerry. Killer Web Content: Make the Sale, Deliver theService, Build the Brand.• McGrane, Karen. Content Strategy for Mobile.• Redish, Janice (Ginny). Letting Go of the Words.• Rockley, Ann; Cooper, Charles. Managing Enterprise Content: A UnifiedContent Strategy.• Sheffield, Richard. The Web Content Strategist’s Bible.• Wachter-Boettcher, Sara. Content Everywhere: Strategy and Structure forFuture-Ready Content.Literatur zu Content StrategyBILDQUELLE: https://commons.wikimedia.org/wiki/File:Cat_with_book_2320356661.jpg
  44. 44. BILDQUELLE: http://pics.urduwire.com/fun-entertainment/dog-operate-computer/Content StrategyOnlinemagazine & Blogs• A List aparthttp://alistapart.com• UX Magazinehttp://uxmag.com/search/results/taxonomy:399• Contentshttp://contentsmagazine.com• Boxesandarrowshttp://boxesandarrows.com/• Johnny Hollandhttp://johnnyholland.org/series/content-strategy/• UX mattershttp://uxmatters.com/topics/content-strategy/
  45. 45. BILDQUELLE: http://about.me/jcolman„The Epic List of Content StrategyResources“ von Jonathon Colman:http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/

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