Integrated Content Strategy Guide
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The document discusses content strategy and provides guidance on creating an integrated content strategy in 3 easy steps: 1) Create an editorial calendar to plan content around key topics and themes, 2) Organize ideas and get to writing, interviewing, researching or filming content, and 3) Engage others by recycling content across channels and avoiding "content killers" like providing too much information without perspective. The overall goal is to have clarity of goals, inform and inspire action through strategic content creation and delivery.
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Integrated Content Strategy Guide
- 2. What is content strategy? Content strategyis “the practice of planning for content creation, delivery and governance.” - Ja-Naé Duane
- 3. Holding good ideas up to the light
- 4. INTENTION Clarity of goals and the means to track progress towards them
- 6. INSPIRATION Passion and purpose working together to create momentum
- 7. INSIGHT Alignment of people, purpose, and resources preparing you to meet challenges in a new way
- 8. INTENTION INSIGHT IMPACT ILLUMINATION INSPIRATION
- 10. Content strategy in 3 easy steps
- 13. What your What you What they content should want to say want to hear cover
- 15. Get writing! or interviewing or researching or filming or…
- 16. Topic ideas • spotlights – stories, case studies, reviews • resources – lists,how-to’s, tips, tutorials • current events– breaking news, data, reports, photos • thought-provokers – interviews, opinion, videos, event recaps
- 17. Engage others
- 19. Change it up! Recycle content across channels
- 22. Don’t ask your audience to drink from the firehose!
- 23. Too much information. Too little perspective.
- 24. Woe betide those who do not heed the will of the people!
- 25. What are your ideas?
- 26. “Creating an integrated content strategy is like a make-ahead meal.” - KiviLeRoux Miller
- 27. INTENTION INSIGHT IMPACT ILLUMINATION INSPIRATION
- 28. @LBCollab facebook.com/lightboxcollaborative www.lightboxcollaborative.com
Editor's Notes
- Content Strategy is "the practice of planning for content creation, delivery and governance."Ja-Naé Duane, artist, creative economist, social media strategist and a faculty member at Northeastern University. Ja-Naé is also CEO of Wild Woman Entrepreneurs, Ja-Naé Ventures, Co-founder of the Massachusetts Artist Leaders Coalition, Founder of The Leaders and author of "How to Start Your Business with $100."http://www.wildapricot.com/blogs/newsblog/2011/01/13/using-a-content-strategy-to-promote-your-organizationIntro idea – name org and key question on this topic
- These 4 currents from a prism that help people see our or in new light, help us see work in new lightImpact = (Intention + Illumination + Inspiration) x Insightin other words... your organization’s impact is the sum of shared goals, knowledge and passion, multiplied by fresh insights that lead to effective approaches. The most compelling organizations crackle with electricity, as if a current was coursing through them. At the LightBox Collaborative, we believe there are four currents that flow through compelling causes…Working together, these four currents can supercharge your impact. The most effective organizations are hard-wired for success as these currents course through programs and operations alike.
- Take out a piece of paper and fold it in half lengthwise. On the left hand side,List your channels -- web site, newsletter, social media platforms, etc On the right, List the types of content you typically offer (stories, data, photos, video, breaking news, lists, how-to’s, reviews, tips, opinion, interviews) Draw a line to link the content to the channel where you might share it.
- Editorial calendar tool – can organize by audience, channel, program Show the Google editorial calendar model -- live linkImage source: http://www.howtobeking.com/blog/wp-content/uploads/2011/07/editorial-calendar.jpgTIP: Categorize your Facebook and Twitter posts to make sure you’re not overly highlighting one aspect of your work while neglecting other programs
- Image based on http://www.weidert.com/whole_brain_marketing_blog/bid/70143/Developing-a-Content-Strategy-for-Inbound-Marketing-Success
- You need a way keep track of your ideasGrab ideas when and where you find them– bookmarks, tags, screenshots, photosTools to try: all are free or have free versions - evernote, delicious, spiderscribe (mind mapping, more: http://www.tripwiremagazine.com/2011/06/online-mind-mapping-and-brainstorming-tools.html)
- For blogs, some formats are popular with readers – meaning people are likely to click – lists especially (best of lists, resource lists, tips) Be sure to add either your [organization’s] point of view or some other context that makes it meaningful to your audience
- Tips: Engage your team – Tips for harvesting content across your org Open staff/board meetings by asking folks to share a report out/highlights of their work via a Twitter-sized updateAsk key folks to guest star -- board leaders/members/volunteers/partners/clients and others can all contribute (with support) Streamline your approvals process
- Change it up and recycle Change the length, the format, the perspective, the lead, the quotes. Example of an org that remixed content across multiple channels
- Listen to your audience and follow their lead on topics of interest – shape your content around the conversation that’s already happening.
- These 4 currents from a prism that help people see our or in new light, help us see work in new lightImpact = (Intention + Illumination + Inspiration) x Insightin other words... your organization’s impact is the sum of shared goals, knowledge and passion, multiplied by fresh insights that lead to effective approaches. The most compelling organizations crackle with electricity, as if a current was coursing through them. At the LightBox Collaborative, we believe there are four currents that flow through compelling causes…Working together, these four currents can supercharge your impact. The most effective organizations are hard-wired for success as these currents course through programs and operations alike.
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