How content strategy supports communications strategy, by Diana Railton

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How content strategy supports communications strategy, by Diana Railton

  1. 1. How content strategy supports communications strategy Diana Railton Content Strategy Forum 2011
  2. 2. Key points <ul><li>Across the world the communications profession is redefining itself </li></ul><ul><li>Communications strategy needs content strategy </li></ul><ul><li>Content strategy must live up to its name </li></ul>Photo: BusNikon
  3. 3. THE COMMUNICATIONS PROFESSION
  4. 4. Photo: billjacobus
  5. 5. Photo: timpeartrice
  6. 6. 41,000 members
  7. 7. ‘ The Never-Ending Turf War between PR and Marketing’
  8. 8. Call for ‘integrated communications’ ‘Peanut butter and jelly’
  9. 9. Call for ‘integrated communications’ ‘The director should be a Communicator 360° with sufficient knowledge of all parts involved’
  10. 10. Call for ‘integrated communications’ ‘If we persist in this argument, we will never be able to set in place a sound communications strategy ’
  11. 11. Call for ‘integrated communications’ ‘United we stand, divided we fall’
  12. 12. www.communicationmonitor.eu
  13. 17. www.ogilvypr.com.au/ Australia
  14. 20. Corporate communications <ul><li>Marketing communications? </li></ul><ul><li>External / internal communications </li></ul><ul><li>Brand management </li></ul><ul><li>Reputation management </li></ul><ul><li>Press / media relations </li></ul><ul><li>Investor relations </li></ul><ul><li>Government relations </li></ul><ul><li>Public affairs </li></ul><ul><li>Corporate social responsibility </li></ul><ul><li>Crisis communications </li></ul><ul><li>Change management communications ... </li></ul><ul><li>CORPORATE COMMUNICATIONS STRATEGY </li></ul>
  15. 21. Business strategy Corporate communications strategy External communications strategy Internal communications strategy
  16. 27. Professional communications teams Other departments Content teams Communication management
  17. 28. Need to share communications strategy Professional communication teams Other departments Content teams Communication management
  18. 29. Provide a template to integrate strategies Professional communication teams Other departments Content teams Communications strategy
  19. 31. The mind-set of senior managers
  20. 32. <ul><li>Strategic management </li></ul><ul><li>Carrying out the strategic plan </li></ul><ul><li>Measurable results </li></ul><ul><li>NUMBERS </li></ul>http://farm6.static.flickr.com
  21. 34. Communications strategy <ul><li>The only purpose for communications strategy is to achieve measurable results that help the organisation reach its vision / mission Les Potter </li></ul><ul><li>Focus on results, not activity </li></ul>
  22. 35. CONTENT STRATEGY RESULTS + ACTIVITY
  23. 37. Strategy essentials <ul><li>Simple to explain and carry out </li></ul>
  24. 43. ‘ Do-ability’
  25. 44. Producing a strategy
  26. 48. What do strategies look like? PASTA P urpose / Vision / Mission A ims / Objectives / Goals S trategy T actics A ctivities
  27. 49. VISION Where you want to get to
  28. 50. ‘ Dream the dream’ <ul><li>inspire ● communicate ● demonstrate </li></ul>
  29. 55. Which organisation? To be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online .
  30. 56. Which organisation? To be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online .
  31. 57. Which organisation? To organise the world’s information and make it universally accessible and useful.
  32. 58. Which organisation? To organise the world’s information and make it universally accessible and useful.
  33. 59. Which organisation? To be the fabric of real-time communication on the web.
  34. 60. Which organisation? To be the fabric of real-time communication on the web.
  35. 61. GOALS What you want to achieve / outcome VISION
  36. 62. Critical success factors Key performance indicators GOALS What you want to achieve / outcome VISION
  37. 63. STRATEGY GOALS VISION
  38. 64. http://printmediacentr.com
  39. 65. STRATEGY How you’re going to meet the goals GOALS VISION
  40. 66. Goal
  41. 67. Response ‘It would be an inspiring goal if there was a serious strategy. ‘But there isn’t. Even with the best will in the world, it is not going to happen.’ Guardian
  42. 68. TACTICS Short-term actions STRATEGY GOALS VISION
  43. 70. Strategy v tactics <ul><li>‘ I do not believe that there is value in spending time debating the nuances of the differences between strategies and tactics.’ </li></ul><ul><li>‘ One person’s strategy could be another person’s tactic depending on their level and role within a business.’ </li></ul><ul><li>Strategies of the Serengeti </li></ul>Stephen Berry
  44. 71. STRATEGY ROBUST, LONGER TERM TACTICS CHANGE RAPIDLY
  45. 72. Schedule: action plans ACTIVITY Day to day TACTICS STRATEGY GOALS VISION
  46. 73. Budget COST ACTIVITY TACTICS STRATEGY GOALS VISION
  47. 74. Cost Measurement ROI COST ACTIVITY TACTICS STRATEGY GOALS VISION
  48. 78. What does a basic strategy look like? P urpose / vision. What is it for? A ims / goals. Max of 7? S trategy. How will you do this? T actics. What’s your action plan? A ctivities. Day to day. Who, when, where? Budget Measurement ROI
  49. 79. What does a communications strategy look like?
  50. 80. What should a communications strategy include? Principles
  51. 81. Where does content strategy start? Principles
  52. 82. Can content strategy stand alone?
  53. 83. Photo: practicalowl
  54. 84. Content strategy Communications strategy Channels strategy Business strategy
  55. 85. Content strateg ies Communications strategy Channels strateg ies Business strategy
  56. 86. Communications channels matrix Web Electronic Broadcast Paper Phone Face to face
  57. 87. Communications channels matrix Websites Intranets Social media Tablets Email E-readers TV Radio Billboards Video Audio Letters Print Landline Mobile Meet Visual aids Web Electronic Broadcast Paper Phone Face to face
  58. 88. Digital (‘web enabled’) Websites Intranets Social media Tablets Email E-readers TV Radio Billboards Video Audio Letters Print Landline Mobile Meet Visual aids Web Electronic Broadcast Paper Phone Face to face
  59. 89. New channels, new techniques Twitter is awesome. Only 140 characters so say what you mean. Google+ is awesome. More than 140 characters so proper content. Adapted from Shel Holtz’s original
  60. 90. Content ‘shifting’ July 2011, Digital Media 3.0, http://blogs.forbes.com
  61. 91. Which do we go for? Website content strategy Website comms strategy Website strategy Twitter content strategy Twitter comms strategy Twitter strategy Social media content strategy Social media comms strategy Social media strategy Digital content strategy Digital comms strategy Digital strategy
  62. 92. Which do we go for? Website content strategy Website comms strategy Website strategy Twitter content strategy Twitter comms strategy Twitter strategy Social media content strategy Social media comms strategy Social media strategy Digital content strategy Digital comms strategy Digital strategy
  63. 93. INTEGRATED COMMUNICATIONS MANAGEMENT
  64. 95. A central team of content strategists Advise on content creation, delivery and governance Coordinate between teams Monitor channels Keep track of what’s showing User-generated content Standards Brand tone of voice Messaging Audit Refine strategies and action plans Recommend best channels for tasks Share advanced techniques MEASURABLE RESULTS
  65. 96. Photo: dmitri_66
  66. 97. Photo: amanderson2
  67. 98. Photo: David Berkowitz
  68. 99. Photo: TangoPango
  69. 100. <ul><li>Thank you </li></ul><ul><li>© DRCC 2011 </li></ul><ul><li>@dianarailton </li></ul><ul><li>[email_address] </li></ul><ul><li>www.drcc.co.uk </li></ul>

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