1. How content strategy supports communications strategy Diana Railton Content Strategy Forum 2011

3. THE COMMUNICATIONS PROFESSION

4. Photo: billjacobus

5. Photo: timpeartrice

6. 41,000 members

7. ‘ The Never-Ending Turf War between PR and Marketing’

8. Call for ‘integrated communications’ ‘Peanut butter and jelly’

9. Call for ‘integrated communications’ ‘The director should be a Communicator 360° with sufficient knowledge of all parts involved’

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. Call for ‘integrated communications’ ‘United we stand, divided we fall’

12. www.communicationmonitor.eu

17. www.ogilvypr.com.au/ Australia

21. Business strategy Corporate communications strategy External communications strategy Internal communications strategy

27. Professional communications teams Other departments Content teams Communication management

28. Need to share communications strategy Professional communication teams Other departments Content teams Communication management

29. Provide a template to integrate strategies Professional communication teams Other departments Content teams Communications strategy

31. The mind-set of senior managers

35. CONTENT STRATEGY RESULTS + ACTIVITY

43. ‘ Do-ability’

44. Producing a strategy

48. What do strategies look like? PASTA P urpose / Vision / Mission A ims / Objectives / Goals S trategy T actics A ctivities

49. VISION Where you want to get to

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 .

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 .

57. Which organisation? To organise the world’s information and make it universally accessible and useful.

58. Which organisation? To organise the world’s information and make it universally accessible and useful.

59. Which organisation? To be the fabric of real-time communication on the web.

60. Which organisation? To be the fabric of real-time communication on the web.

61. GOALS What you want to achieve / outcome VISION

62. Critical success factors Key performance indicators GOALS What you want to achieve / outcome VISION

63. STRATEGY GOALS VISION

64. http://printmediacentr.com

65. STRATEGY How you’re going to meet the goals GOALS VISION

66. Goal

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

68. TACTICS Short-term actions STRATEGY GOALS VISION

71. STRATEGY ROBUST, LONGER TERM TACTICS CHANGE RAPIDLY

72. Schedule: action plans ACTIVITY Day to day TACTICS STRATEGY GOALS VISION

73. Budget COST ACTIVITY TACTICS STRATEGY GOALS VISION

74. Cost Measurement ROI COST ACTIVITY TACTICS STRATEGY GOALS VISION

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

79. What does a communications strategy look like?

80. What should a communications strategy include? Principles

81. Where does content strategy start? Principles

82. Can content strategy stand alone?

83. Photo: practicalowl

84. Content strategy Communications strategy Channels strategy Business strategy

85. Content strateg ies Communications strategy Channels strateg ies Business strategy

86. Communications channels matrix Web Electronic Broadcast Paper Phone Face to face

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

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

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

90. Content ‘shifting’ July 2011, Digital Media 3.0, http://blogs.forbes.com

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

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

93. INTEGRATED COMMUNICATIONS MANAGEMENT

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

96. Photo: dmitri_66

97. Photo: amanderson2

98. Photo: David Berkowitz

99. Photo: TangoPango