This document discusses content strategy for NGOs. It outlines a 6 step process for content strategy: 1) Review existing content, 2) Understand users, 3) Engage stakeholders, 4) Define messages, 5) Manage internal processes, and 6) Choose platforms. User research and defining clear messages are emphasized. Examples are provided of how non-profits like the Red Cross and Cancer Research UK employ effective content strategy.

1. Content Strategy
für NGOs
Webinhalte erst strategisch planen,
dann publizieren
re:campaign 2013
Berlin, 6.5.2013
Brigitte Alice Radl
brigittealice.radl@gmail.com
@brigitte_alice

2. SOCIAL MEDIA & NGOs
BILDQUELLE: http://www.thepotato.ie/2013/04/social-media-secrets-cats-or-dogs

3. KOMPLEXITÄT

4. ÜBERFORDERUNG
BILDQUELLE: http://scholarzblog.wordpress.com/2008/04/30/blogwelt-serie-wie-arbeite-ich-schneller-produktivitatsblogs/

5. WAS? CONTENT?

6. CONTENT
STRATEGY

8. "Content strategy plans for the
creation, publication, and governance of
useful, usable content.“Kristina Halvorson, „Content Strategy for the Web“, 2009

10. Content Strategy in 6 Schritten
BILDQUELLE: http://www.beinsteinerkleiderboerse.de/Ferien/2004/

11. #1 Überprüfe Deine Inhalte

12. Content Inventory

13. • 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 Strategy
Quantitatives & qualitatives
Content Audit

14. #2 Kenne Deine Nutzer

15. “The purpose of user research is to move
beyond assumptions, guesses, and stereotypes
to discover what your human
readers, viewers, and listeners really want and
need.”Erin Kissane, „The Elements of Content Strategy“, 2011

16. Chris Atherton: „Nonprofit, zero content“, Confab London 2013
http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf

17. “Mental health has a stigma like many other topics.
People don‘t talk about it. That was the central
problem that they tried to solve in the campaign.“
Chris Atherton, Confab London 2013

18. “Nonprofit is not sexy. But they have people who
really really care about adolescents with mental-
health problems.“
Chris Atherton, Confab London 2013

19. Chris Atherton: „Nonprofit, zero content“, Confab London 2013
http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf

20. Chris Atherton: „Nonprofit, zero content“, Confab London 2013
http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf

21. Chris Atherton: „Nonprofit, zero content“, Confab London 2013
http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf

22. Chris Atherton: „Nonprofit, zero content“, Confab London 2013
http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf

23. Chris Atherton: „Nonprofit, zero content“, Confab London 2013
http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf

24. http://www.time-to-change.org.uk/youngpeople

25. #3 Überzeuge Deine Stakeholder

26. 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

27. #4 Definiere Deine Botschaften

28. “If you don‘t know WHAT you need to
communicate, how will you know HOW, or if you
succeed?“Margot Bloomstein, http://de.slideshare.net/mbloomstein

29. “Messaging is the art of deciding what information
or ideas you want to give—and get from—your
users.“
Kristina. Halvorson, „Content Strategy for the Web“, 2009

30. “Cut to the essential message – and put it first.“
Ginny Redish, Confab 2013

31. „Give and Get Hope Here“
http://www.redcross.org

32. „We wanted to tell the story of the Red Cross
through people we serve, while at the same time
demonstrating the breadth of our mission. (...) the
goal for this storytelling campaign was to bring our
everyday mission to life in a personally relevant
way.“
Peggy Dyer, Chief Marketing Officer of the American Red Cross
http://www.redcross.org/news/press-release/American-Red-Cross-Launches-New-Ad-Campaign

33. http://www.youtube.com/watch?v=3yufZP-LZrk

34. #5 Manage Deine internen Prozesse

35. BILDQUELLE: http://www.cleveland.com/business/index.ssf/2012/07/minimum_wage_hike.html
EFFIZIENZ

36. Nicola O‘Connor: Can Content Strategy Help Save Lifes?
http://de.slideshare.net/NicolaConnor

37. “Tell everyone who will listen that content is a
continuous and not a linear process.“
Nicola O‘Connor, Content Strategist at Cancer Research UK
http://vimeo.com/56601761

38. BILDQUELLE: http://www.dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorfish/

39. http://www.cancerresearchuk.org/home/

40. #6 Wähle Deine Plattformen

41. “The mechanisms that content owners will select to
deliver their content will depend not only on their
target audiences’ preferences, but also on
time, budget, internal resources, and available tools
or technologies.“
Kristina. Halvorson, „Content Strategy for the Web“, 2009

42. “Companies who truly commit to social media—who
recognize that these delivery channels demand
editorial oversight and regular production of
branded content—are going to win the game.”
Kristina. Halvorson, „Content Strategy for the Web“, 2009

43. Vielen Dank !
re:campaign 2013
Berlin, 6.5.2013
Brigitte Alice Radl
brigittealice.radl@gmail.com
@brigitte_alice

44. • Google Group Content Strategy
https://groups.google.com/forum/?fromgroups#!forum/contentstrategy
• Google Group Content Strategy Europe
https://groups.google.com/forum/?fromgroups#%21forum/content-strategy-europe
• Google Community Content Strategie (deutschsprachig)
https://plus.google.com/communities/109794279885354791919
• Twitter-Hashtag #contentstrategy
Konferenzen, Meetups & Camps:
• CONFAB
http://confabevents.com
• CS Forum
http://csforum2013.com
• #cosca13 am 7. & 8. Juni in Dieburg
http://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

45. • Annett-Baker, Relly. A Practical Guide to Creating Web Content.
• Bailie, Rahel Anne; Urbina, Noz. Content Strategy: Connecting the Dots
Between Business, Brand, and Benefits.
• Bloomstein, Margot. Content Strategy at Work: Real-world Stories to
Strengthen 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 the
Service, 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 Unified
Content Strategy.
• Sheffield, Richard. The Web Content Strategist’s Bible.
• Wachter-Boettcher, Sara. Content Everywhere: Strategy and Structure for
Future-Ready Content.
Literatur zu Content Strategy
BILDQUELLE: https://commons.wikimedia.org/wiki/File:Cat_with_book_2320356661.jpg

46. BILDQUELLE: http://pics.urduwire.com/fun-entertainment/dog-operate-computer/
Content Strategy
Onlinemagazine & Blogs
• A List apart
http://alistapart.com
• UX Magazine
http://uxmag.com/search/results/taxonomy:399
• Contents
http://contentsmagazine.com
• Boxesandarrows
http://boxesandarrows.com/
• Johnny Holland
http://johnnyholland.org/series/content-strategy/
• UX matters
http://uxmatters.com/topics/content-strategy/

47. BILDQUELLE: http://about.me/jcolman
„The Epic List of Content Strategy
Resources“ von Jonathon Colman:
http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/