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Content strategy in the digital era

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How does the digital era change the way you tell your organisation’s story? You’ll learn how in this session with Clara Avila Cantos, and by the end of the workshop inbound marketing, social media, storytelling and paid media will be your best friends.

Published in: Government & Nonprofit
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Content strategy in the digital era

  1. 1. Content strategy in the digital era Clara Ávila Cantos @ClaraAvilaC
  2. 2. @ClaraAvilaC You can call me Miss Moneypenny
  3. 3. Session title: session title session title session title @ClaraAvilaC What do we know about content?
  4. 4. @ClaraAvilaC Statements Content is king Social media is for conversation Email marketing is dead
  5. 5. Session title: session title session title session title @ClaraAvilaC Really?
  6. 6. Session title: session title session title session title @ClaraAvilaC Really? “Content is king, distribution is queen, and she wears the pants,” Jonathan Perelman, VP of Agency Strategy at BuzzFeed
  7. 7. Session title: session title session title session title @ClaraAvilaC Be careful
  8. 8. Session title: session title session title session title @ClaraAvilaC Really? Facebook Zero has killed organic reach on social media. The people only talk to brands on social media when they have a problem
  9. 9. Session title: session title session title session title @ClaraAvilaC When was your last time?
  10. 10. Session title: session title session title session title @ClaraAvilaC Really? Email beats social by 40x for customer acquisition (Mc Kinsey 2016)
  11. 11. Session title: session title session title session title @ClaraAvilaC Your mobile phone is part of your life
  12. 12. Session title: session title session title session title @ClaraAvilaC I think that everything has changed
  13. 13. @ClaraAvilaC We don’t have to chase people Traditional Marketing Inbound Marketing
  14. 14. @ClaraAvilaC We have a new customer journey Source: hubspot
  15. 15. @ClaraAvilaC We should think in all different channels
  16. 16. Session title: session title session title session title @ClaraAvilaC How can I create a content strategy?
  17. 17. @ClaraAvilaC Ask yourself three questions GOALS AUDIENCE RELEVANCE What are your goals? Who do you want to reach? What content is the most relevant?
  18. 18. @ClaraAvilaC Ask yourself three questions AUDIENCE RELEVANCE What are your goals? Who do you want to reach? What content is the most relevant? GOALS
  19. 19. @ClaraAvilaC What are your goals? Of course you can use the customer journey Awareness Consideration Sign a petition Engagement Donation Loyalty Regular donor
  20. 20. @ClaraAvilaC What are your goals? Of course you can use the customer journey Awareness Consideration Sign a petition Engagement Donation Loyalty Regular donor
  21. 21. @ClaraAvilaC Awareness Child poverty in Spain SEM: Ayuda en Acción Newspaper Our work Our donation form
  22. 22. @ClaraAvilaC What are your goals? Of course you can use the customer journey Awareness Consideration Sign a petition Engagement Donation Loyalty Regular donor
  23. 23. @ClaraAvilaC Consideration
  24. 24. @ClaraAvilaC What are your goals? Of course you can use the customer journey Awareness Consideration Sign a petition Engagement Donation Loyalty Regular donor
  25. 25. @ClaraAvilaC Sign a petition
  26. 26. @ClaraAvilaC What are your goals? Of course you can use the customer journey Awareness Consideration Sign a petition Engagement Donation Loyalty Regular donor
  27. 27. @ClaraAvilaC Engagedment The situation in Syria
  28. 28. @ClaraAvilaC Engagedment The situation in Syria The work of Save the Children in Syria
  29. 29. @ClaraAvilaC What are your goals? Of course you can use the customer journey Awareness Consideration Sign a petition Engagement Donation Loyalty Regular donor
  30. 30. @ClaraAvilaC Engagedment The situation in Syria The work of Save the Children in Syria DONATE
  31. 31. Session title: session title session title session title @ClaraAvilaC You need to create content for each goal and for each channel
  32. 32. @ClaraAvilaC Ask yourself three questions GOALS AUDIENCE RELEVANCE What are your goals? Who do you want to reach? What content is the most relevant?
  33. 33. @ClaraAvilaC Who do you want to reach? Maria No link Frank Activist Sara One off Donor Mark Regular Donor
  34. 34. @ClaraAvilaC
  35. 35. Session title: session title session title session title @ClaraAvilaC You need to think about your audience
  36. 36. @ClaraAvilaC Ask yourself three questions GOALS AUDIENCE RELEVANCE What are your goals? Who do you want to reach? What content is the most relevant?
  37. 37. What content is relevant to your users? The content must meet two conditions Good for your goals Interesting for the user RelevantContent@ClaraAvilaC
  38. 38. Is that possible? @ClaraAvilaC
  39. 39. Is that possible? @ClaraAvilaC
  40. 40. Game of Thrones @ClaraAvilaC
  41. 41. Tasty @ClaraAvilaC
  42. 42. Session title: session title session title session title How can I know if the content is relevant? @ClaraAvilaC
  43. 43. Select your KPI @ClaraAvilaC
  44. 44. Now you can make decisions Good for my goals Interestingfortheuser @ClaraAvilaC
  45. 45. Did you? GOALS AUDIENCE RELEVANCE New Customer Journey Special content for each goal Personas More context of how to talk to them Topics @ClaraAvilaC
  46. 46. GOALS CONTENT PLAN CREATING CONTENT OWN MEDIA (Social Media, email..) EARN MEDIA (SEO, PR) PAID MEDIA (Adwords, display, social ads) TOPICS @ClaraAvilaC
  47. 47. Session title: session title session title session title How can I create a content plan? @ClaraAvilaC
  48. 48. Content plan Plan Produce LaunchMeasure Learn @ClaraAvilaC
  49. 49. Content plan Plan Produce LaunchMeasure Learn @ClaraAvilaC
  50. 50. Planification of content Syria Aniversary Refugee’s Day Children’s Day Xmas appeal Content Pack Vessel on Med. Content Pack @ClaraAvilaC
  51. 51. Global milestones Internal milestones Brainstorming Planification of content @ClaraAvilaC
  52. 52. Last year in Save the Children Spain Producto Stakeholder Goal Dates Desigualdad Adaptaciones internas Firmas Enero Materiales de fondo emergencia Adaptación GCCU Fundraising Febrero Global Campagin Adaptación GCCU Fundraising Febrero- marzo Aniversario Siria Adaptación GCCU Firmas/ Fundraising Marzo Certificado fiscal/ Malnutrición Creación propia Fundraising Marzo- abril Violencia Creación propia Firmas Abril- mayo Refugiados Adaptación GCCU Fundraising Mayo Barco Creación propia Fundraising Junio Memoria Creación propia Julio La emergencia Fake Creación propia Fundraising Agosto Materiales sensibilización Violencia Adaptaciones internas Sensibilización Septiembre Desnutrición Adaptación GCCU Fundraising Septiembre MENAS Adaptaciones internas Sensibilización Octubre Street Child Adaptación GCCU Fundraising Octubre @ClaraAvilaC
  53. 53. Last year in Save the Children Spain Producto Stakeholder Goal Dates Desigualdad Adaptaciones internas Firmas Enero Materiales de fondo emergencia Adaptación GCCU Fundraising Febrero Global Campagin Adaptación GCCU Fundraising Febrero- marzo Aniversario Siria Adaptación GCCU Firmas/ Fundraising Marzo Certificado fiscal/ Malnutrición Creación propia Fundraising Marzo- abril Violencia Creación propia Firmas Abril- mayo Refugiados Adaptación GCCU Fundraising Mayo Barco Creación propia Fundraising Junio Memoria Creación propia Julio La emergencia Fake Creación propia Fundraising Agosto Materiales sensibilización Violencia Adaptaciones internas Sensibilización Septiembre Desnutrición Adaptación GCCU Fundraising Septiembre MENAS Adaptaciones internas Sensibilización Octubre Street Child Adaptación GCCU Fundraising Octubre @ClaraAvilaC
  54. 54. Session title: session title session title session title And a lot of new content that we didn’t plan @ClaraAvilaC
  55. 55. Think globaly. Plan in Quarters. @ClaraAvilaC
  56. 56. For each project Name: Dates: Goal: Background: Stakeholeders: Digital Assets: @ClaraAvilaC
  57. 57. Content plan Plan Produce LaunchMeasure Learn @ClaraAvilaC
  58. 58. I need to follow some steps What is my goal What do I need Own media Paid media Earn media Digital Assets + budget @ClaraAvilaC
  59. 59. Production plan 1st Week 2nd Week 3rd Week 4th Week Trip Script VR Post- production of VR film Script of videos 1 -2 Production of videos 1- 2 Post- production of VR film Feedback VR film Production of videos 3, 4, 5 Production of videos 1- 2 Production of videos 3, 4, 5 Ready to go ☺ Sept. August October @ClaraAvilaC
  60. 60. Content plan Plan Produce LaunchMeasure Learn @ClaraAvilaC
  61. 61. Don’t forget about your goals! For each goal – I will have a KPI Awareness Fundraising Reach/ traffic/ views of video Money/ Avg gift/ Conversion Rate @ClaraAvilaC
  62. 62. Think about the strategy Web article Donation form @ClaraAvilaC
  63. 63. Prepare a great plan M T W T F Sat. Sund 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Video 4 Video 1 Video 2 Video 3 Blog post Blog post Facebook live Infographic Infographic Infographic @ClaraAvilaC
  64. 64. Content plan Plan Produce LaunchMeasure Learn @ClaraAvilaC
  65. 65. Create your own dashboards @ClaraAvilaC
  66. 66. It’s fun! @ClaraAvilaC
  67. 67. What can I do with the topics? Plan Produce LaunchMeasure Learn @ClaraAvilaC
  68. 68. Data can tell you things… @ClaraAvilaC
  69. 69. Learn from data @ClaraAvilaC
  70. 70. Learn from data @ClaraAvilaC
  71. 71. This is a process @ClaraAvilaC Plan Produce Launch Measure Learn Milestones All the needs A calendar Dashboard Optimize
  72. 72. Session title: session title session title session title How can I create good content? @ClaraAvilaC
  73. 73. Two examples Creative Content Storytelling @ClaraAvilaC
  74. 74. Two examples Creative Content Storytelling @ClaraAvilaC
  75. 75. Creative content Insight • Media moments/ Trends Brainstorming • Validated idea Concept note • Final idea @ClaraAvilaC
  76. 76. Unforgotten Child @ClaraAvilaC
  77. 77. Tips to create creative content Use real insights Don’t fall in love with your idea Validate the ideas with people from outside Spend time writing the concept note Think outside the box! @ClaraAvilaC
  78. 78. Two examples Creative Content Storytelling @ClaraAvilaC
  79. 79. Session title: session title session title session title Once upon a time… @ClaraAvilaC
  80. 80. @twitternamehere
  81. 81. • Come back as a storyteller and become a content strateger again
  82. 82. The story of Aisha @ClaraAvilaC
  83. 83. Session title: session title session title session title Learning by doing @ClaraAvilaC
  84. 84. Do you remember? @ClaraAvilaC Plan Produce Launch Measure Learn
  85. 85. Create a project Name: Dates: Goal: Background: Stakeholeders: Digital Assets: @ClaraAvilaC
  86. 86. Some ideas Name: Dates: Goal: Background: Stakeholeders: Digital Assets: @ClaraAvilaC You can be a NGO of Girls You can prepare a campagin for the day of the girl Think about: own media / paid media / earn media - How many emails are you sending? - How many post do you need for Facebook? - …
  87. 87. Session title: session title session title session title Conclusions @ClaraAvilaC
  88. 88. If I have to say just one thing Have a good strategy Think about your goals, the people and the relevant content Always have a content plan With clear deliveries and KPIs Create real stories Try to impact with your words @ClaraAvilaC
  89. 89. “Content is king, distribution is queen, and she wears the pants,” Jonathan Perelman Clara Ávila Cantos @ClaraAvilaC

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