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 …

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

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  • 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. 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. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  WHAT IS “CONTENT”?
  • 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. 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. 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. HOW I DEFINE CONTENT STRATEGYWHOWHATWHEN OF PUBLISHINGWHERE CONTENTWHYHOWHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 8. HOW I DEFINE CONTENT STRATEGYA STRATEGIC STATEMENTTYING CONTENT(AND COMMUNICATION)TO BUSINESSHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 9. HOW I DEFINE CONTENT STRATEGYAND THE PEOPLE,PROCESSES, AND POWERTO EXECUTE THATSTATEMENTHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 10. CONTENTSTRATEGIST ASORCHESTRACONDUCTORHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 11. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  FOCUS YOUR CONTENTON THE READERON THE MEMBER
  • 12. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 13. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 14. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  IDENTIFYING AND PRIORITIZING AUDIENCES
  • 15. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 16. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 17. RESPECT THE DEPTHHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 18. UNCOVER THE BURIED TREASURESHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 19. SURFACE THE GEMSHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 20. Hilary  Marsh,  Content  Company    CREATING AUDIENCE-FOCUSED CONTENTCAP  Digital  Team  Retreat,  June  14  2013  
  • 21. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 22. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 23. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 24. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 25. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 26. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 27. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 28. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 29. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 30. Hilary  Marsh,  Content  Company    BE A CONTENT DJCAP  Digital  Team  Retreat,  June  14  2013  
  • 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. FOSTERCOLLABORATIONHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 33. USE TOOLSHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 34. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 35. REDEFINE SUCCESSFROM “PUT IT UP” TO USAGEMEASURE SATISFACTION, ASWELL AS VISITSHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 36. HELP CONTENT OWNERSTELL THE STORY OF THEIRSUCCESSHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 37. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 38. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 39. LATHER, RINSE, REPEATHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 40. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 41. BUILD YOUR ARMYHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 42. SUCCESS BECOMESEVERYONE’S BUSINESSHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 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. WORKING TOGETHERFOR MEMBERSATISFACTIONHilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 45. Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  
  • 46. THANK YOU.Hilary  Marsh,  Content  Company    hilary@hilarymarsh.com @hilarymarsh  CAP  Digital  Team  Retreat,  June  14  2013