Content for change

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Keynote on content strategy for NGOs, delivered at Re:Campaign 2012 in Berlin, Germany, May 2012.

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Content for change

  1. 1. C o n t e n t f o r c h a n g eSunday, 13 May 2012
  2. 2. content strategySunday, 13 May 2012
  3. 3. We’ll get to that.Sunday, 13 May 2012
  4. 4. This is your organisation Image: Tang Yau HoongSunday, 13 May 2012
  5. 5. Sunday, 13 May 2012
  6. 6. Communications = what we see above the lineSunday, 13 May 2012
  7. 7. Content affects the entire organisationSunday, 13 May 2012
  8. 8. Why?Sunday, 13 May 2012
  9. 9. It’s your people Photo: Greg Peverill-ContiSunday, 13 May 2012
  10. 10. It’s your processesSunday, 13 May 2012
  11. 11. It’s your audienceSunday, 13 May 2012
  12. 12. It’s everything we see about your storySunday, 13 May 2012
  13. 13. This thing called content strategy?Sunday, 13 May 2012
  14. 14. ‘...anything that conveys meaningful information to humans is called “content.” ‘but ...[organisations] with hundreds or thousands of pieces of online content need someone who can stand back and figure out what all that content should communicate.’ - Erin KissaneSunday, 13 May 2012
  15. 15. CS is about all of the messSunday, 13 May 2012
  16. 16. And it’s all getting messier all the timeSunday, 13 May 2012
  17. 17. Sunday, 13 May 2012
  18. 18. But that’s only one half of the messSunday, 13 May 2012
  19. 19. The rest of the messSunday, 13 May 2012
  20. 20. People are messySunday, 13 May 2012
  21. 21. This guy again. Photo: Greg Peverill-ContiSunday, 13 May 2012
  22. 22. And what he does.Sunday, 13 May 2012
  23. 23. Context is king.Sunday, 13 May 2012
  24. 24. Your best stories depend on your organisationSunday, 13 May 2012
  25. 25. The behind-the-scenes contexts matter most tooSunday, 13 May 2012
  26. 26. OK, back to these guysSunday, 13 May 2012
  27. 27. People want stories.Sunday, 13 May 2012
  28. 28. It’s how to get them to listen - and keep listening - that’s hard “If your idea ends with “and then we drive traffic to it,” you’ve failed.” Whatconsumesme.comSunday, 13 May 2012
  29. 29. But we fear losing controlSunday, 13 May 2012
  30. 30. In reality, control isn’t ours to loseSunday, 13 May 2012
  31. 31. Sunday, 13 May 2012
  32. 32. Of course, that’s not quite trueSunday, 13 May 2012
  33. 33. what you can doSunday, 13 May 2012
  34. 34. Communication travels two waysSunday, 13 May 2012
  35. 35. First, you need to understand user contextSunday, 13 May 2012
  36. 36. Sunday, 13 May 2012
  37. 37. Assumptions about reader context - however well researched - will never be perfect. - Erin Kissane We all make assumptions Quit thinking you can just guess what subset of content a “mobile user” wants. You’re going to guess wrong. - Karen McGraneSunday, 13 May 2012
  38. 38. Don’t assume. Listen instead.Sunday, 13 May 2012
  39. 39. things to listen toSunday, 13 May 2012
  40. 40. activism & audienceSunday, 13 May 2012
  41. 41. All content is inert until it is usefulSunday, 13 May 2012
  42. 42. What inspires imagination?Sunday, 13 May 2012
  43. 43. Sunday, 13 May 2012
  44. 44. Sunday, 13 May 2012
  45. 45. Sunday, 13 May 2012
  46. 46. Sunday, 13 May 2012
  47. 47. Sunday, 13 May 2012
  48. 48. Sunday, 13 May 2012
  49. 49. Sunday, 13 May 2012
  50. 50. Sunday, 13 May 2012
  51. 51. These are game-changingSunday, 13 May 2012
  52. 52. C h a n g e b e yo n d campaignsSunday, 13 May 2012
  53. 53. Managing this much content takes planningSunday, 13 May 2012
  54. 54. So real change means organisational changeSunday, 13 May 2012
  55. 55. AnecdotageSunday, 13 May 2012
  56. 56. A story about letting go of command + control ‘Theres a lot of worry about the lack of control - what happens when you let things go live. People worry about giving their marketing teams license to speak for the brand.’ - Shelley Gregory-JonesSunday, 13 May 2012
  57. 57. Sunday, 13 May 2012
  58. 58. Sunday, 13 May 2012
  59. 59. Sunday, 13 May 2012
  60. 60. Sunday, 13 May 2012
  61. 61. Sunday, 13 May 2012
  62. 62. How they got there •Empowered by a rebrand - ‘It gave us leverage’ •Subject-matter content audit - to determine quality and match content to audienceSunday, 13 May 2012
  63. 63. ‘With our science content, I thought oh, that content is fine, I don’t have to worry about it but the audit and analytics showed otherwise. There were instances of our message across the site but no one concise message anywhere.’ - Jo KerrSunday, 13 May 2012
  64. 64. Expert use of experts ‘To redo the science content, I brought in an audiologist, had him sit down and said "Explain it to me like Im doing my GCSEs". ’ - Jo KerrSunday, 13 May 2012
  65. 65. Why it worked •Ownership and empowerment •‘We were told it had to be ‘good’ - but had to define for ourselves what ‘good’ was •Set up analytics goals themselves, got ‘a bit obsessed’Sunday, 13 May 2012
  66. 66. ‘Its all about being smarter with the resources you have. ‘And you need to hire people for whom content is their "thing". Otherwise it wont work.’ - Jo KerrSunday, 13 May 2012
  67. 67. "We have freedom, we have to use it to best effect - its all a bit frightening, how do we know were doing the right thing? But if you make even one thing better and everything else stays the same, its worth the effort."’ - Jo KerrSunday, 13 May 2012
  68. 68. Using the tools you haveSunday, 13 May 2012
  69. 69. What we recommendSunday, 13 May 2012
  70. 70. Non-stop strategy Auditing 1 NT CO NTE 2 Planning Measurement 4 AND AL RI ITO GY ED ATE STR 3 DeliverySunday, 13 May 2012
  71. 71. Audits •The unavoidable first (and never- ending) step •It will debunk the deepest beliefs you have about your websiteSunday, 13 May 2012
  72. 72. Testing •Do this as lightly as you have to or as thoroughly as you can •Use testing to define your users - and develop personas, if you like •Try to set personas for each organisational area so you have something external to measureSunday, 13 May 2012
  73. 73. Measurement •Get to know Google Analytics - or whatever tool you use •But remember, it’s not really about the numbers •It’s the insights they reveal •And above all, the changes you make as a resultSunday, 13 May 2012
  74. 74. Editorial calendars •People will not just come and tell you what their plans are •Everyone thinks their content is top priority •If you don’t have a plan, you can’t show them where they fit in the hierarchy of needsSunday, 13 May 2012
  75. 75. Conversations •Still using social media just for PR? People can tell •Use it to talk directly people, to find out where & how they’re talking to each other •Be willing to take risksSunday, 13 May 2012
  76. 76. Think beyond web •Your story is not just happening on the web, or on mobile or tablet •Get data from outlets if you have them, from people who post in donations, from forumsSunday, 13 May 2012
  77. 77. What all that means •Figure out what you have •Rewrite •Listen to your audience •Talk to your audience •Analyse their responsesSunday, 13 May 2012
  78. 78. There’s a lot more to say.Sunday, 13 May 2012
  79. 79. Please ask.Sunday, 13 May 2012
  80. 80. with thanks to Jo Kerr, Owen Booth & Shelley Gregory-JonesSunday, 13 May 2012
  81. 81. About Me: Elizabeth McGuane Content strategy: LBi.co.uk Writing: mappedblog.com Twitter: @emcguaneSunday, 13 May 2012

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