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CONTENT STRATEGYAPPLIEDHilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013 	  MA...
ABOUT MEContent	  strategy	  doer,	  manager,	  mentor,	  teacher	  since	  1999	  	  Manage	  the	  Content	  Strategy	  ...
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013 	  WHAT IS “CONTENT”?
CONTENT STRATEGY CHALLENGESHilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013 	...
CONTENT STRATEGY CHALLENGESHilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013 	...
CONTENT STRATEGY CHALLENGESHilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013 	...
HOW I DEFINE CONTENT STRATEGYWHOWHATWHEN OF PUBLISHINGWHERE CONTENTWHYHOWHilary	  Marsh,	  Content	  Company 	  	   CAP	  ...
HOW I DEFINE CONTENT STRATEGYA STRATEGIC STATEMENTTYING CONTENT(AND COMMUNICATION)TO BUSINESSHilary	  Marsh,	  Content	  C...
HOW I DEFINE CONTENT STRATEGYAND THE PEOPLE,PROCESSES, AND POWERTO EXECUTE THATSTATEMENTHilary	  Marsh,	  Content	  Compan...
CONTENTSTRATEGIST ASORCHESTRACONDUCTORHilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  ...
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013 	  FOCUS YOUR CONTENTON THE ...
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013 	  
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013 	  
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013 	  IDENTIFYING AND PRIORITIZ...
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
RESPECT THE DEPTHHilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
UNCOVER THE BURIED TREASURESHilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
SURFACE THE GEMSHilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
Hilary	  Marsh,	  Content	  Company 	  	  CREATING AUDIENCE-FOCUSED CONTENTCAP	  Digital	  Team	  Retreat,	  June	  14	  2...
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
Hilary	  Marsh,	  Content	  Company 	  	  BE A CONTENT DJCAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
“MIX” YOUR CONTENT WELLMEMBERS WANT A FEW TOPICS(THEY WON’T GET BORED)“BITE, SNACK, MEAL”Hilary	  Marsh,	  Content	  Compa...
FOSTERCOLLABORATIONHilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
USE TOOLSHilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
REDEFINE SUCCESSFROM “PUT IT UP” TO USAGEMEASURE SATISFACTION, ASWELL AS VISITSHilary	  Marsh,	  Content	  Company 	  	   ...
HELP CONTENT OWNERSTELL THE STORY OF THEIRSUCCESSHilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat...
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
LATHER, RINSE, REPEATHilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
BUILD YOUR ARMYHilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
SUCCESS BECOMESEVERYONE’S BUSINESSHilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	 ...
SUCCESS TOOLSWRITING GUIDELINESALL FOR ONECOLLABORATIONREWARDSMOTIVATIONNow,	  wriMng	  guidelines	  and	  principles	  ma...
WORKING TOGETHERFOR MEMBERSATISFACTIONHilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  ...
Hilary	  Marsh,	  Content	  Company 	  	   CAP	  Digital	  Team	  Retreat,	  June	  14	  2013	  
THANK YOU.Hilary	  Marsh,	  Content	  Company 	  	  hilary@hilarymarsh.com @hilarymarsh	  CAP	  Digital	  Team	  Retreat,	...
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Content Strategy Applied: Making the most of your content

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How to transform your organization's content so it focuses on the reader, how to navigate your organization's political landscape and use respect to uncover the buried treasures, and "mix" your content to serve up key topics in multiple new and effective ways

Transcript of "Content Strategy Applied: Making the most of your content"

  1. 1. CONTENT STRATEGYAPPLIEDHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  MAKING THE MOST OF YOUR CONTENTCOLLEGE OF AMERICAN PATHOLOGISTSDIGITAL TEAM RETREAT – JUNE 2013  
  2. 2. ABOUT MEContent  strategy  doer,  manager,  mentor,  teacher  since  1999    Manage  the  Content  Strategy  LinkedIn  group  &  Chicago  Content  Strategy  Meetup    Started  a  content  “meetup”  in  Chicago  in  2002  (one  of  3  globally  at  the  Mme)    Consult  with  associaMons,  corporaMons,  nonprofits    ..otherwise,  I’m  kniSng  DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL  @hilarymarsh  Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  3. 3. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  WHAT IS “CONTENT”?
  4. 4. CONTENT STRATEGY CHALLENGESHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  •  No  one  can  find  anything  on  our  website,  and  they’re  starMng  to  complain  to  the  CEO    •  PracMcally  everyone  in  our  organizaMon  can  –  and  does  –  publish  content  to  the  site,  and  on  social  media,  and  you’d  almost  never  know  it  was  from  the  same  organizaMon    •  No  one  is  in  charge  of  the  home  page    •  Everyone  is  in  charge  of  the  home  page    •  We  want  to  share  our  informaMon  on  social  media  more  fully,  but  we  can’t  do  it  easily  because  of  our  technical  limitaMons  
  5. 5. CONTENT STRATEGY CHALLENGESHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  •  We  can’t  add  comment  funcMonality  to  our  content  because  we  won’t  know  how  to  handle  the  comments    •  Some  of  our  best  material  is  presented  as  PDFs,  with  Mtles  like  “4002.pdf”    •  We  can’t  pull  in  related  links  on  content  automaMcally  because  our  content  isn’t  tagged  or  labeled      •  Our  website  is  organized  based  on  our  org  structure  rather  than  on  how  our  audience  thinks  about  us  or  our  content    •  Our  audience  can’t  get  the  informaMon  they  want  from  their  mobile  devices  
  6. 6. CONTENT STRATEGY CHALLENGESHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  They’re  about    •  process  •  ownership  •  collaboraMon  •  mutual  understanding  (or  lack  thereof)  BUSINESS
  7. 7. HOW I DEFINE CONTENT STRATEGYWHOWHATWHEN OF PUBLISHINGWHERE CONTENTWHYHOWHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  8. 8. HOW I DEFINE CONTENT STRATEGYA STRATEGIC STATEMENTTYING CONTENT(AND COMMUNICATION)TO BUSINESSHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  9. 9. HOW I DEFINE CONTENT STRATEGYAND THE PEOPLE,PROCESSES, AND POWERTO EXECUTE THATSTATEMENTHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  10. 10. CONTENTSTRATEGIST ASORCHESTRACONDUCTORHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  11. 11. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  FOCUS YOUR CONTENTON THE READERON THE MEMBER
  12. 12. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  13. 13. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  14. 14. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  IDENTIFYING AND PRIORITIZING AUDIENCES
  15. 15. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  16. 16. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  17. 17. RESPECT THE DEPTHHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  18. 18. UNCOVER THE BURIED TREASURESHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  19. 19. SURFACE THE GEMSHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  20. 20. Hilary  Marsh,  Content  Company    CREATING AUDIENCE-FOCUSED CONTENTCAP  Digital  Team  Retreat,  June  14  2013  
  21. 21. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  22. 22. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  23. 23. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  24. 24. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  25. 25. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  26. 26. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  27. 27. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  28. 28. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  29. 29. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  30. 30. Hilary  Marsh,  Content  Company    BE A CONTENT DJCAP  Digital  Team  Retreat,  June  14  2013  
  31. 31. “MIX” YOUR CONTENT WELLMEMBERS WANT A FEW TOPICS(THEY WON’T GET BORED)“BITE, SNACK, MEAL”Hilary  Marsh,  Content  Company    h]p://www.slideshare.net/hilarymarsh/become-­‐a-­‐content-­‐dj-­‐how-­‐to-­‐create-­‐a-­‐winning-­‐mix-­‐for-­‐your-­‐content-­‐markeMng  h]p://ewriteonline.com/arMcles/2011/11/bite-­‐snack-­‐and-­‐meal-­‐how-­‐to-­‐feed-­‐content-­‐hungry-­‐site-­‐visitors/  CAP  Digital  Team  Retreat,  June  14  2013  
  32. 32. FOSTERCOLLABORATIONHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  33. 33. USE TOOLSHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  34. 34. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  35. 35. REDEFINE SUCCESSFROM “PUT IT UP” TO USAGEMEASURE SATISFACTION, ASWELL AS VISITSHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  36. 36. HELP CONTENT OWNERSTELL THE STORY OF THEIRSUCCESSHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  37. 37. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  38. 38. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  39. 39. LATHER, RINSE, REPEATHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  40. 40. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  41. 41. BUILD YOUR ARMYHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  42. 42. SUCCESS BECOMESEVERYONE’S BUSINESSHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  43. 43. SUCCESS TOOLSWRITING GUIDELINESALL FOR ONECOLLABORATIONREWARDSMOTIVATIONNow,  wriMng  guidelines  and  principles  make  a  difference  Now,  collaboraMng  is  more  producMve  than  compeMng  Now,  each  person  is  moMvated  to  reach  out  Now,  individual  interests  lead  to  common  good  Now,  people’s  contribuMons  to  everyone’s  efforts  are  recognized  Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  44. 44. WORKING TOGETHERFOR MEMBERSATISFACTIONHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  45. 45. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  46. 46. THANK YOU.Hilary  Marsh,  Content  Company    hilary@hilarymarsh.com @hilarymarsh  CAP  Digital  Team  Retreat,  June  14  2013  
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