• Like
Meld Magazine: Content Strategy Workshop
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Meld Magazine: Content Strategy Workshop

  • 2,347 views
Published

 

Published in Marketing , Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
2,347
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
3
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • More quotes:http://bussolati.com/contentstrategy-definition/
  • More quotes:http://bussolati.com/contentstrategy-definition/
  • More quotes:http://bussolati.com/contentstrategy-definition/
  • More quotes:http://bussolati.com/contentstrategy-definition/
  • More quotes:http://bussolati.com/contentstrategy-definition/
  • More quotes:http://bussolati.com/contentstrategy-definition/
  • More quotes:http://bussolati.com/contentstrategy-definition/
  • More quotes:http://bussolati.com/contentstrategy-definition/
  • More quotes:http://bussolati.com/contentstrategy-definition/
  • More quotes:http://bussolati.com/contentstrategy-definition/

Transcript

  • 1. Previously //! ! The digital media industry What jobs are out there? Requisite skills and competencies What does it mean for me? Meld Strategy 2014 What should I be getting out of my time at Meld?  
  • 2. Explore Equip Engage Empower Excel •  Tools and platforms •  Strengths and weakness •  Topics of interest •  Various roles in digital media   •  Build on and widen skill sets •  Journalism, multimedia, social media •  Leadership, project management, business, entrepreneurship •  Apply skills and knowledge •  Practice, practice, practice •  Work as a team •  Think and act like media executives, entrepreneurs •  Build up a professional portfolio •  Share knowledge and skills, best practice •  Network and reach out to communities of interest •  Invite others to participate •  Build on strengths and work on weaknesses •  Improve competency •  Develop specialties or expertise •  Take your skills to the next level •  Boost chances of getting employed Meld Strategy 2014! Volunteer/Work experience model !
  • 3. Editor-in- chief Editors Social media mgrs Multi- media editors Videographer Reporter Photographer Graphic designer Contributor International students Communities of interest International education stakeholders Across  all  Meld  pla-orms   Resource,  guidance  and  training   Social media interns Meld Strategy 2014! A flatter, more grassroots-driven organisational structure !
  • 4. Transferableskills! Research and analysis Interpersonal, oral and written communication skills Organisation and leadership Personal branding Business acumen Specificskills Writing, photography, videography, design and editing for the web Content and social media strategy development across multiple platforms Community management and social media engagement SEO, web and social media analytics Deliverables Content strategy for semester 1 – signed off by supervising editor Editorial calendar – two 3-month calendar or one semester-long calendar Body of content published across Meld platforms to deadline Input from community through contributions or social media Outcomes Improved learning outcomes – volunteers empowered to own and lead projects Content and social media strategy to reach audience more effectively Organisation is flatter, more open and grassroots driven Kick off Brainstorm and team Strategy and plan Content and community engagement Measure and evaluate 1.  Understand the big picture 2.  Set personal development goals 3.  Get to know each other 1.  Express your interests 2.  Form teams 3.  Brainstorm ideas 1.  Content strategy across multiple platforms 2.  Editorial calendar 3.  Assign roles and agree on deadlines 1.  Produce content 2.  Community outreach 3.  Seek contributions from community 1.  Google Analytics 2.  Social media measurement 3.  Performance evaluation Meld Strategy 2014! Process Overview!
  • 5. Media executives • Content strategy development in line with organisational goals • Define platforms and delivery formats for content • Analytics and performance evaluation Editors • Manage editorial calendar • Coordinate and commission stories • Engage and support community to contribute content Content creators • Produce content across platforms • Social media engagement - following and personal brand In your teams, your learning objectives are to learn to think and act like:  
  • 6. Today //!
  • 7. Agenda //! ! Personal development Getting started – what is content strategy and why is teamwork important? Content strategy development Objectives, brand, audience, SEO and content – what do we need to consider when developing a content strategy? Measuring success Analytics and other measurement metrics – what are we aiming for and how do we know we’re on the right track? Next steps Content strategy development framework
  • 8. What is content strategy? Personal development Content strategy development Measuring success Next steps
  • 9. Some definitions: ! “Planning for the creation, delivery, and governance of useful, usable, content.”! Kristina Halvorson, Content Strategy for the Web “(Using) words and data to create unambiguous content that supports meaningful, interactive experiences.”! Rachel Lovinger, Content Strategy: The Philosophy of Data” “We define content strategy as: getting the right content to the right user at the right time.” Kevin P. Nicholas, SapientNitro Personal development Content strategy development Measuring success Next steps
  • 10. Content strategy development involves tapping into a wide range of disciplines. It involves teamwork. !  User experience !  Design !  Information architecture !  Content creation !  SEO !  Social media !  Marketing !  Brand building Personal development Content strategy development Measuring success Next steps
  • 11. How do I operate in a team environment? Personal development Content strategy development Measuring success Next steps
  • 12. Belbin Test for assessing team roles Activity   Personal development Content strategy development Measuring success Next steps
  • 13. What do we need to consider when developing a content strategy? Personal development Content strategy development Measuring success Next steps
  • 14. ! ! Your section!! E.g. News and issues E.g. Fashion and beauty E.g. Film and TV Meld! Objectives, brand, audience, voice Personal development Content strategy development Measuring success Next steps
  • 15. Putting it into words. Review the excerpt from Meld’s business plan. !  What are our objectives? !  Who is our audience and what do we know about them? !  What is Meld’s brand and voice? Activity   Personal development Content strategy development Measuring success Next steps
  • 16. ! Your section! •  Define your community of interest •  Carve out your unique talking points •  Figure out process, platforms, tools and resources needed to create and maintain conversations •  Create your editorial calendar E.g. News and issues E.g. Fashion and beauty E.g. Film and TV Meld! Objectives, brand, audience, voice Personal development Content strategy development Measuring success Next steps
  • 17. Step 1: Define your community of interest !  Who is your target audience? !  Where are they from? !  Where do they study? !  Which part of the international student lifecycle do they belong to? !  What do they care about? !  Where do they go to seek out information? !  How do they use social media? !  What subjects do you have the most context/knowledge in within this section? !  Why would your target audience want to visit your section? !  What do they want to know or be able to do after reading content from your section? Personal development Content strategy development Measuring success Next steps
  • 18. Step 2: Carve out your unique talking points “Do what you do best and link to the rest” – With insight to your community of interest, decide on your top three unique talking points. !  Why would your target audience choose to consume content from your section and not elsewhere? !  What would they not want to see in your section? SEO – What key phrases do you want to rank well for on Google that would put your content directly in front of your target audience? Personal development Content strategy development Measuring success Next steps
  • 19. Step 3: Figure out process, platforms, tools and resources needed to create and maintain conversations !  Process – Who do you have to communicate with and how would you work together to get the job done? !  Platform – Where should the conversations around the unique talking points be taking place? !  Tools and resources – What tools and resources would really help me do the job? Personal development Content strategy development Measuring success Next steps
  • 20. Step 4: Create an editorial calendar! Expand on your unique talking points and brainstorm ideas for content. It should be a mix of: ! !  Recurring content – Weekly, monthly or annually. Think columns like the Weekender, campaigns such as Sextember. ! !  Time-sensitive content – One-off, seasonal, what’s trending. Think breaking news, film festivals and other events. !  Timeless content – Informative, useful, for all time. Think how-to guides, tips and advice, explainers and backgrounders. Personal development Content strategy development Measuring success Next steps
  • 21. Always remember that all content you create needs to be SUPER.! ! !  Shareable and searchable – social in nature, potential to go viral and SEO-friendly !  Unique – remember, do what you do best and link to the rest !  Platform appropriate – content can and should vary across platforms !  Engaging – opportunities for audience to participate in content creation, interact with content or inspire action !  Relevant – content speaks directly to your target audience Personal development Content strategy development Measuring success Next steps
  • 22. What are we aiming for and how do we know we’re on the right track? Personal development Content strategy development Measuring success Next steps
  • 23. You are an advertiser looking to reach out to international students. What would you want to know before signing a contract with Meld? Where would you advertise? Which content platforms would you want to serve your message? What facts and figures would you be after? Activity   Personal development Content strategy development Measuring success Next steps
  • 24. Your strategy is only as good as the outcome. First you have to decide on the metrics for measurement.! ! How will you know your strategy has been effective? What are your KPIs? ! !  Volume of content? Quality of content? !  Site/section traffic? From search, direct, or social? !  Virality - social media likes and shares? !  Community engagement? Comments? Contributor posts? Social media interaction? Personal development Content strategy development Measuring success Next steps
  • 25. Decide what tools you will use to measure! ! !  Google Analytics !  Website likes, tweets, shares !  Excel spreadsheet Personal development Content strategy development Measuring success Next steps
  • 26. Finally, set some goals to work towards.! ! !  Be realistic !  Decide when and how often you will measure Personal development Content strategy development Measuring success Next steps
  • 27. Next steps Personal development Content strategy development Measuring success Next steps
  • 28. Transferableskills! Research and analysis Interpersonal, oral and written communication skills Organisation and leadership Personal branding Business acumen! Specificskills Writing, photography, videography, design and editing for the web Content and social media strategy development across multiple platforms! Community management and social media engagement SEO, web and social media analytics Deliverables Content strategy for semester 1 – signed off by supervising editor! ! Editorial calendar – two 3-month calendar or one semester-long calendar! Body of content published across Meld platforms to deadline Input from community through contributions or social media Outcomes Improved learning outcomes – volunteers empowered to own and lead projects Content and social media strategy to reach audience more effectively Organisation is flatter, more open and grassroots driven Kick off Brainstorm and team Strategy and plan! Content and community engagement Measure and evaluate 1.  Understand the big picture 2.  Set personal development goals 3.  Get to know each other 1.  Express your interests 2.  Form teams 3.  Brainstorm ideas 1.  Content strategy across multiple platforms 2.  Editorial calendar 3.  Assign roles and agree on deadlines 1.  Produce content 2.  Community outreach 3.  Seek contributions from community 1.  Google Analytics 2.  Social media measurement 3.  Performance evaluation Where are we now?! Process Overview! Personal development Content strategy development Measuring success Next steps
  • 29. Work together to develop your content strategy Present it to your supervising editor Reporter, multimedia Social media News and issues Film and TV Travel Content strategy development framework Find out who is in your team! Personal development Content strategy development Measuring success Next steps
  • 30. This isn’t the end but the start of an ongoing conversation!! Ask questions, provide feedback, suggest ideas or raise concerns in Meld’s team page, or email karen.poh@meldmagazine.com.au. ! Personal development Content strategy development Measuring success Next steps