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Nested	Content	Strategy	
adding	layers	to	rally	content	teams
Amy	Grace	Wells,	Content	Strategist @amygracewells
#heweb16
...
What	was	our	goal?
Build	a	consistent	and	cohesive	brand	
voice	across	all	channels.
Owned	•	Earned	•	Paid
@amygracewells ...
Lots	of	lofty	talk
Lots	of	large	docs
@amygracewells
Where	were	we	starting?
Better	alignment	with	university	priorities
Shift	to	message	and	audience	first	rather	
than	distr...
Where	were	we	starting?
Content	strategy	is	a	process.
Content	strategy	is	about	the	people.
Content	is	a	tool	that	isn’t	...
@amygracewells #heweb16
Nesting	creates	memorable	
layers	that	provide	flexibility
@amygracewells #heweb16
Key	characteristics
• Nesting	dolls	are	similar,	but	not	exact	copies
– They	fit	into	and	compliment	one	another	but	can	
...
@amygracewells #heweb16
Outer	Ring:	
What	we	are
Moving	Inward:
How	we	tell	our	stories
Inner	Ring:	
How	we	
reinforce	our	messages
@amygracewells...
Outer	Ring:	
Pillars/Core	Values
Moving	Inward:
Content	Tiers
Inner	Ring:	
Editorial	Themes
@amygracewells #heweb16
The	Outer	Doll
Pillars	represent	the	key	university	
values.
Broken	into	national	vs.	state	
messaging.
The	most	important...
Opening	the	Doll
How	we	tell	our	stories
Content	tiers	identify	categories	of	
valuable	content	and	prioritize	it.
Collabo...
Moving	Inward
Quarterly	editorial	themes	provide	a	focus	for	
content	and	reinforce	topics	with	our	
audiences.
Learning	
...
@amygracewells #heweb16
@amygracewells
X
XXXX
X
#heweb16
Nesting	dolls	help	keep	the	
audience	(person)	in	mind.
@amygracewells #heweb16
@amygracewells #heweb16
Audience	First
Focusing	on	audience	instead	of	
distribution	channel	allows	for	better
Reuse
Repurposing
Repackaging	
Make...
Key	Results
Reintroduced	long-form	content	into	
the	news	team
4	of	6	stories	landed	in	the	top	
performing	stories	of	the...
Key	Results
Showed	the	value	of	additional	
distribution	channels	such	as	social	media
Top	performing	stories	gained	more	...
Your	Turn
Volunteer	needed…
Let’s	Nest
@amygracewells #heweb16
Two	Minutes
What	are	your	university’s	
biggest	priorities?
(pillars,	cornerstones,	etc.)
Let’s	Nest
@amygracewells #heweb...
Two	Minutes
What	are	the	ways	you	want	to	tell	
your	stories?
Let’s	Nest
@amygracewells #heweb16
Three	Minutes
How	do	you	want	to	reinforce	your	
messages?
Let’s	Nest
@amygracewells #heweb16
Adaptations
Outer	Doll:	Core	Strategy
Inner	Dolls:	
Social	Strategy
Ad	Strategy
Audience-Based	Strategy
Initiative-Based	S...
Getting	Buy-In	&	
Building	Excitement
No	overnight	changes
LISTEN	extensively
Allow	for	feedback	(candid	&	constructive)
L...
@amygracewells #heweb16
Questions?
Amy	Grace	Wells
@amygracewells
amygrace@gracefulcontent.com
Nested Content Strategy: adding layers to rally content teams
Nested Content Strategy: adding layers to rally content teams
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Nested Content Strategy: adding layers to rally content teams

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Presented at HighEdWeb 2017 Memphis.

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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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