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Nested Content Strategy: adding layers to rally content teams

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Nested Content Strategy: adding layers to rally content teams

  1. 1. Nested Content Strategy adding layers to rally content teams Amy Grace Wells, Content Strategist @amygracewells #heweb16 #mcs6
  2. 2. What was our goal? Build a consistent and cohesive brand voice across all channels. Owned • Earned • Paid @amygracewells #heweb16
  3. 3. Lots of lofty talk Lots of large docs @amygracewells
  4. 4. Where were we starting? Better alignment with university priorities Shift to message and audience first rather than distribution channel Working across teams to build quality content and amplify it By changing the content mindset @amygracewells #heweb16
  5. 5. Where were we starting? Content strategy is a process. Content strategy is about the people. Content is a tool that isn’t valuable in of itself. Content is valuable when it further goals. How to rally the team? @amygracewells #heweb16
  6. 6. @amygracewells #heweb16
  7. 7. Nesting creates memorable layers that provide flexibility @amygracewells #heweb16
  8. 8. Key characteristics • Nesting dolls are similar, but not exact copies – They fit into and compliment one another but can have unique distinctions. • Nesting dolls get smaller and more narrow – Just like a content strategy, the further you go narrower and more intricate they become. Source: http://review.content-science.com/2015/10/stuck-on-creating-a-single-content-strategy-take-a-cue-from-nesting-dolls/ @amygracewells #heweb16
  9. 9. @amygracewells #heweb16
  10. 10. Outer Ring: What we are Moving Inward: How we tell our stories Inner Ring: How we reinforce our messages @amygracewells #heweb16
  11. 11. Outer Ring: Pillars/Core Values Moving Inward: Content Tiers Inner Ring: Editorial Themes @amygracewells #heweb16
  12. 12. The Outer Doll Pillars represent the key university values. Broken into national vs. state messaging. The most important category for which all content should fit. @amygracewells #heweb16
  13. 13. Opening the Doll How we tell our stories Content tiers identify categories of valuable content and prioritize it. Collaborative Impacts Exceptional Carolina Family National Prominence @amygracewells #heweb16
  14. 14. Moving Inward Quarterly editorial themes provide a focus for content and reinforce topics with our audiences. Learning Service Research Global How we reinforce our messages @amygracewells #heweb16
  15. 15. @amygracewells #heweb16
  16. 16. @amygracewells X XXXX X #heweb16
  17. 17. Nesting dolls help keep the audience (person) in mind. @amygracewells #heweb16
  18. 18. @amygracewells #heweb16
  19. 19. Audience First Focusing on audience instead of distribution channel allows for better Reuse Repurposing Repackaging Makes for a bigger impact @amygracewells #heweb16
  20. 20. Key Results Reintroduced long-form content into the news team 4 of 6 stories landed in the top performing stories of the year Quality over Quantity @amygracewells #heweb16
  21. 21. Key Results Showed the value of additional distribution channels such as social media Top performing stories gained more viewership from other sources than the email newsletter Audience over Distribution @amygracewells #heweb16
  22. 22. Your Turn Volunteer needed… Let’s Nest @amygracewells #heweb16
  23. 23. Two Minutes What are your university’s biggest priorities? (pillars, cornerstones, etc.) Let’s Nest @amygracewells #heweb16
  24. 24. Two Minutes What are the ways you want to tell your stories? Let’s Nest @amygracewells #heweb16
  25. 25. Three Minutes How do you want to reinforce your messages? Let’s Nest @amygracewells #heweb16
  26. 26. Adaptations Outer Doll: Core Strategy Inner Dolls: Social Strategy Ad Strategy Audience-Based Strategy Initiative-Based Strategy @amygracewells #heweb16
  27. 27. Getting Buy-In & Building Excitement No overnight changes LISTEN extensively Allow for feedback (candid & constructive) Let them impact the plan Get teams together regularly Provide analytic/performance reports @amygracewells #heweb16
  28. 28. @amygracewells #heweb16
  29. 29. Questions? Amy Grace Wells @amygracewells amygrace@gracefulcontent.com

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