How content strategy supports communications strategy, by Diana Railton

How content strategy supports communications strategy Diana Railton Content Strategy Forum 2011

Key points
Across the world the communications profession is redefining itself
Communications strategy needs content strategy
Content strategy must live up to its name
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THE COMMUNICATIONS PROFESSION

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41,000 members

‘ The Never-Ending Turf War between PR and Marketing’

Call for ‘integrated communications’ ‘Peanut butter and jelly’

Call for ‘integrated communications’ ‘The director should be a Communicator 360° with sufficient knowledge of all parts involved’

Call for ‘integrated communications’ ‘If we persist in this argument, we will never be able to set in place a sound communications strategy ’

Call for ‘integrated communications’ ‘United we stand, divided we fall’

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www.ogilvypr.com.au/ Australia

Corporate communications
Marketing communications?
External / internal communications
Brand management
Reputation management
Press / media relations
Investor relations
Government relations
Public affairs
Corporate social responsibility
Crisis communications
Change management communications ...
CORPORATE COMMUNICATIONS STRATEGY

Business strategy Corporate communications strategy External communications strategy Internal communications strategy

Professional communications teams Other departments Content teams Communication management

Need to share communications strategy Professional communication teams Other departments Content teams Communication management

Provide a template to integrate strategies Professional communication teams Other departments Content teams Communications strategy

The mind-set of senior managers

Strategic management
Carrying out the strategic plan
Measurable results
NUMBERS
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Communications strategy
The only purpose for communications strategy is to achieve measurable results that help the organisation reach its vision / mission Les Potter
Focus on results, not activity

CONTENT STRATEGY RESULTS + ACTIVITY

Strategy essentials
Simple to explain and carry out

‘ Do-ability’

Producing a strategy

What do strategies look like? PASTA P urpose / Vision / Mission A ims / Objectives / Goals S trategy T actics A ctivities

VISION Where you want to get to

‘ Dream the dream’
inspire ● communicate ● demonstrate

Which organisation? To be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online .

Which organisation? To organise the world’s information and make it universally accessible and useful.

Which organisation? To be the fabric of real-time communication on the web.

GOALS What you want to achieve / outcome VISION

Critical success factors Key performance indicators GOALS What you want to achieve / outcome VISION

STRATEGY GOALS VISION

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STRATEGY How you’re going to meet the goals GOALS VISION

Response ‘It would be an inspiring goal if there was a serious strategy. ‘But there isn’t. Even with the best will in the world, it is not going to happen.’ Guardian

TACTICS Short-term actions STRATEGY GOALS VISION

Strategy v tactics
‘ I do not believe that there is value in spending time debating the nuances of the differences between strategies and tactics.’
‘ One person’s strategy could be another person’s tactic depending on their level and role within a business.’
Strategies of the Serengeti
Stephen Berry

STRATEGY ROBUST, LONGER TERM TACTICS CHANGE RAPIDLY

Schedule: action plans ACTIVITY Day to day TACTICS STRATEGY GOALS VISION

Budget COST ACTIVITY TACTICS STRATEGY GOALS VISION

Cost Measurement ROI COST ACTIVITY TACTICS STRATEGY GOALS VISION

What does a basic strategy look like? P urpose / vision. What is it for? A ims / goals. Max of 7? S trategy. How will you do this? T actics. What’s your action plan? A ctivities. Day to day. Who, when, where? Budget Measurement ROI

What does a communications strategy look like?

What should a communications strategy include? Principles

Where does content strategy start? Principles

Can content strategy stand alone?

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Content strategy Communications strategy Channels strategy Business strategy

Content strateg ies Communications strategy Channels strateg ies Business strategy

Communications channels matrix Web Electronic Broadcast Paper Phone Face to face

Communications channels matrix Websites Intranets Social media Tablets Email E-readers TV Radio Billboards Video Audio Letters Print Landline Mobile Meet Visual aids Web Electronic Broadcast Paper Phone Face to face

Digital (‘web enabled’) Websites Intranets Social media Tablets Email E-readers TV Radio Billboards Video Audio Letters Print Landline Mobile Meet Visual aids Web Electronic Broadcast Paper Phone Face to face

New channels, new techniques Twitter is awesome. Only 140 characters so say what you mean. Google+ is awesome. More than 140 characters so proper content. Adapted from Shel Holtz’s original

Content ‘shifting’ July 2011, Digital Media 3.0, http://blogs.forbes.com

Which do we go for? Website content strategy Website comms strategy Website strategy Twitter content strategy Twitter comms strategy Twitter strategy Social media content strategy Social media comms strategy Social media strategy Digital content strategy Digital comms strategy Digital strategy

INTEGRATED COMMUNICATIONS MANAGEMENT

A central team of content strategists Advise on content creation, delivery and governance Coordinate between teams Monitor channels Keep track of what’s showing User-generated content Standards Brand tone of voice Messaging Audit Refine strategies and action plans Recommend best channels for tasks Share advanced techniques MEASURABLE RESULTS

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How content strategy supports communications strategy, by Diana Railton

by dianarailton on Sep 09, 2011

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How content strategy supports communications strategy, by Diana Railton — Presentation Transcript