A planning model for content strategy

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Antony Mayfield and Katie Smith, Brilliant Noise
Content strategy seminar
www.charitycomms.org.uk/events

In this session Antony and Katie will step you through the 'Six Ps' of content strategy - Purpose, Principles, Platforms, Processes, People and Performance - helping you ask the right questions to formulate an effective approach to content development and communications.
Upcoming CharityComms events can be found here: http://www.charitycomms.org.uk/events

Published in: Education, Technology

A planning model for content strategy

  1. 1. Planning your content strategy Content Rules Seminar 22 January 2014 brilliantnoise.com
  2. 2. @katie3059 @amayfield @brilliantnoise
  3. 3. Content strategy is about the ‘how’, the user, the big picture and the planning. "the practice of planning the content creation, delivery, and governance." Kristina Halvorson. "The Discipline of Content Strategy".
  4. 4. “It's not the content, but the form of thought that counts.”  Orhan Pamuk “Why waste a sentence saying nothing?” Seth Godin
  5. 5. Content strategy gives you a formula for creating great content time and time again. image (cc) eriwst
  6. 6. The emphasis on content is part of wider change in marketing and communications...
  7. 7. The models for audience engagement have been changing for the past decade. changing
  8. 8. We saw it first in the tech sector.
  9. 9. IBM’s investment model
  10. 10. IBM’s investment model
  11. 11. And the focus has shifted from channels to the customer.
  12. 12. Traditional sales funnel Awareness Consideration Decision Buy
  13. 13. Customer decision journey Consider Advocate Bond Evaluate Enjoy Buy Model first published Harvard Business Review
  14. 14. What opportunities do we have to engage customers with Customer decision journey content? Consider Advocate Bond Evaluate Enjoy Buy Model first published Harvard Business Review
  15. 15. And success means designing systems more than campaigns.
  16. 16. Processes: content supply chain AmEx
  17. 17. First: know your customer (or stakeholder, influencer, citizen, donor, user)
  18. 18. Digital ecosystem mapping.
  19. 19. http://brilliantnoise.com/the-digital-ecosystem/
  20. 20. Customer decision mapping.
  21. 21. Or in a more linear form....
  22. 22. Consider Search Engine 1 Evaluate Buy Advocate 3 7 Brand website 4 Price Comparison Social Media Bond 2 8 6 5 9 10
  23. 23. 6PPM Six Ps Planning Model
  24. 24. To create, publish and measure content against organisational goals.
  25. 25. Purpose People Processes Platforms Principles Performance
  26. 26. Often some key elements were missing...
  27. 27. Purpose People Processes Platforms Principles Performance
  28. 28. So let’s show you the questions we ask against each element.
  29. 29. Purpose /ˈpəːpəs/ noun The overarching reason why your content exists. Purpose applies to every piece of content, not just specific campaigns.
  30. 30. Clear. Urgent. Compelling. Ours.
  31. 31. “What is content anyway?”
  32. 32. “What is content anyway?” ‘Purpose’ gives you the answer.
  33. 33. Coca-Cola’s definition of content.
  34. 34. “To bring inspiration to every athlete* in the world. *If you have a body, you are an athlete.” Nike, http://goo.gl/XTLh7a image (cc) Photon
  35. 35. Exercise: Your purpose? In one minute describe the purpose that guides your content strategy or a programme.
  36. 36. Principles /ˈprɪnsɪp(ə)l/ noun The fundamental propositions that form the foundations of your content.
  37. 37. Guiding. Framing. Mantra-like. Ours.
  38. 38. More http://goo.gl/zJBSV
  39. 39. Nokia 1. Consider the social opportunity in everything we do 2. Engage in better conversations with more consumers 3. Deliver personal experiences, be authentic, and earn trust 4.Sharing is more important than control 5. Define clear objectives from the outset 6.Invest and commit to social presences More here http://goo.gl/aVmXT
  40. 40. Coca-Cola 1. Inspire participation amongst the very best  2. Connect these creative minds 3. Share the results of our efforts  4. Continue development  5. Measure success
  41. 41. Coca-Cola’s kind-of-other principles 1. Encourage bravery 2. Ensure clarity in our thinking 3. Embrace risk & all it entails 4. Culture of creativity 5. Be a catalyst for play (+ 70 / 20 / 10 risk investment)
  42. 42. “There are too many different content silos, and there’s no consistency.”
  43. 43. “There are too many different content silos, and there’s no consistency.” ‘Principles’ give you a solution.
  44. 44. Exercise: Guiding principles What are your content mantras - or what principles would help if everyone in organisation understood them.
  45. 45. Platforms /ˈplatfɔːm/ noun The places where and tools with which your create, publish and amplify your content.
  46. 46. Source RSS Social listening Bookmarking e.g. Diigo Yammer Wiki Internet Create Publish Word/Pages Spredfast Editorially Gather Content Scrivener ZenWriter CMS Blog 3rd party sites Social networks Amplify Social networks Email RSS Paid content promotion e.g. PPC, OutBrain, Zemanta
  47. 47. “The CMS fills me with rage” ‘Platforms’ make sure it never comes to this.
  48. 48. Exercise: Platforms for making and doing Note down some platforms to try for content creation, collaboration, listening and measurement.
  49. 49. Processes /ˈprəʊsɛs/ noun The systems and workflows required to create, publish and evaluate content
  50. 50. Content supply chain
  51. 51. Four content organisation shapes - Trickle-down: Strong global creative direction, purpose and principles, light touch governance with independent markets executing. - Federated: Strong central and regional hubs creating content and localising for each market. Dedicated editors/community managers part of a regional team. - Central: Strong global team and light local resource to implement / localise content - Networked: Central resource enables sharing and governance between strong local/regional teams - best practice and content travels in all directions.
  52. 52. Content is published. Editor gives stakeholders a final chance to sign off controversial/ sensitive content. START Text GOAL: great content Content writers write content. Editor gives briefs and source material to content writers. Content is amplified. Content is measured and optimised. Editor proofs, checks against the brief, style and tone of voice guide, and principles. Content working group add ideas and/or source material to a content planner. Editor prioritises based on user needs and content principles, creates content plan. Editor writes content briefs and secures sign off from relevant stakeholders.
  53. 53. GOAL: great content Some people like/ love it Most people hate/are indifferent People read the content No one reads the content Content is approved Content ready for publication CMS doesn’t support content format Delays mean content is out of date Text Content is published Content isn’t approved Send content for sign off Write content Get brief signed off Write brief START Create idea for campaign Argue over who owns content Research content Fail to find source material
  54. 54. “The sign-off process is ridiculous.”
  55. 55. “The sign-off process is ridiculous.” ‘Processes’ plan away sign off problems.
  56. 56. Exercise: Processes - the good, the bad and the absent... Note which processes are working well, which need improvement and new processes you need.
  57. 57. People /ˈpiːp(ə)l/ noun The people involved in the content process and the way they are organised in relation to it.
  58. 58. Content organisation models - Content department: an in-house or agency team that creates content for the whole organisation. - Content centre of excellence: content experts who provide leadership and guidance on best practice across the organisation - Content council: a group of content professionals from across the organisation that meet regularly to make sure content is aligned. - Cross-functional content chief: a senior executive with crossdepartmental authority. - Content lead: a person who leads content initiatives, but without cross-departmental authority. - Executive steering committee: a cross-functional strategic group. Altimeter Group http://goo.gl/NdxkWC
  59. 59. “Everyone/no one thinks they own content.”
  60. 60. “Everyone/no one thinks they own content.” ‘People’ makes the hierarchy and team involved clear.
  61. 61. Exercise: Processes - the good, the bad and the absent... Note which processes are working well, which need improvement and new processes you need.
  62. 62. Performance /ˈpəˈfɔːm(ə)ns/ noun The benchmarks for success and the ways in which you measure the impact of your content.
  63. 63. What is your objective? What metrics will help you see if you’re meeting that objective? Visits, unique visits, page views, time on page, bounce rate, exit rate, return visits, new visits, shares, likes, links, views, downloads, comments, share of voice, brand mentions, customer satisfaction, number of calls/emails/ inquiries, sales, leads, sales funnels...
  64. 64. Forrester’s Engagement Framework
  65. 65. Evolution - the 3As High effort / cost Low effort / cost Scale and control Engagement Engagement Advocacy Action Awareness s st po s og ad Bl lo up ns ia tio ed da M en m m co Re t ns en tio im en nt M se ive ks sit lin Po nd ou -b In s s se er ha w rc llo Pu fo & ns Fa ps -u gn ts Si en g m in m ch Co at w e ds oa nl m Ti w Do s rn tu Re s ew Vi s ue iq Un c affi te Tr ra ce un Bo
  66. 66. The IAB framework - another A!
  67. 67. Exercise: Performance Can you/will you be able to link metrics to business outcomes? Can you use data to inform editorial / content decisions?
  68. 68. Implementing content strategy is hard - take it one step at a time until you get it right. image (cc) lindaybayley
  69. 69. katie@brilliantnoise.com @katie3050 Thanks antony@brilliantnoise.com @amayfield brilliantnoise.com © 2013 Brilliant Noise All rights reserved

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