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Content Strategy 101
Using content to show member value
What is content?
• Magazine articles
• Conference session descriptions
• Course listings
• Executive biographies
• Press r...
Content takes different forms
• Web pages
• Blog posts
• Infographics
• Images
• PDFs
• Video
• Audio
What is content strategy?
The right content
To the right person
At the right time
For the right action
Put another way….
Content strategy is the practice of planning for the
creation, delivery, and governance of
useful, usabl...
Three faces
Multiple parts
• A strategic statement tying content to business
goals
• Guidelines and policies: Who, what, when, where,
...
Audience-centric
Business-sensitive
Content
The ultimate vision
Foundational tenets
1. Content creators & SMEs have a common understanding
of what key audiences want, and how their conte...
Principles
• The organization creates content that its audiences want
• The organization creates content that helps it mee...
Department
Message
Audience
Department
Message
Audience
Department
Message
Audience
Department
Message
Audience
Old thinki...
11
Silos
Different views of the audience
https://commons.wikimedia.org/wiki/File:Blind_men_and_elephant.png
13
http://www.amazon.com/Have-Always-Done-That-Way/dp/184728857X/
Consequences
Difficulty prioritizing
Diluted
impact
16
Lack of
understanding
of your value
Organization: Programs, offerings
Audience
Messages
Audience Audience Audience
New thinking
“Users don’t care about your
org chart.”
—Lou Rosenfeld
Author, Information Architecture for the World Wide Web
subject-matter
expertise
content
presentation
and sharing
expertise
Spirit of partnership
content
presentation
and sharing
expertise
product
expertise
event
expertise
advocacy
expertise
research
expertise
course
...
content
presentation
and sharing
expertise
product
expertise
event expertise
advocacy
expertise
research
expertise
course
...
product
expertise
event
expertise
advocacy
expertise
research
expertisecustomer
satisfaction
expertise
marketing
expertise...
product
expertise
event
expertise
advocacy
expertise
research
expertisecustomer
satisfaction
expertise
marketing
expertise...
product
expertise
event
expertise
advocacy
expertise
research
expertisecustomer
satisfaction
expertise
marketing
expertise...
http://chuckclose.com/work253_zoom.html
Typical project flow
1. Gather data to know what we know (discovery)
2. Audit and assess website content
3. Audit and asse...
Typical project flow
6. Facilitate the development of content creation
and publishing guidelines
7. Identify roles, conten...
Working
together
for member
satisfaction
Thank you!
Hilary Marsh
hilary@contentcompany.biz
@hilarymarsh
Content strategy 101 for associations - 2019
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Content strategy 101 for associations - 2019

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Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive. NOTE: This is an updated version of https://www.slideshare.net/hilarymarsh/content-strategy-for-associations

Published in: Government & Nonprofit
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Content strategy 101 for associations - 2019

  1. 1. Content Strategy 101 Using content to show member value
  2. 2. What is content? • Magazine articles • Conference session descriptions • Course listings • Executive biographies • Press releases • Newsletters • Program information • Membership details • Advocacy issue updates • Topic research and surveys • Etc., etc., etc.
  3. 3. Content takes different forms • Web pages • Blog posts • Infographics • Images • PDFs • Video • Audio
  4. 4. What is content strategy? The right content To the right person At the right time For the right action
  5. 5. Put another way…. Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable, effective content.
  6. 6. Three faces
  7. 7. Multiple parts • A strategic statement tying content to business goals • Guidelines and policies: Who, what, when, where, why, and how of publishing content • Defining people, roles, and processes
  8. 8. Audience-centric Business-sensitive Content The ultimate vision
  9. 9. Foundational tenets 1. Content creators & SMEs have a common understanding of what key audiences want, and how their content helps deliver that. 2. Content creators & SMEs have a common understanding of the org’s goals are and how their content contributes to them. 3. Content creators & SMEs share their content in a consistent, effective way
  10. 10. Principles • The organization creates content that its audiences want • The organization creates content that helps it meet its goals • Content has success metrics and is measured against those • Content that is no longer relevant is no longer available • Content is promoted, surfaced, and cross-linked based on its topic, not its source • Content is created in the organization’s voice • The organization manages content platforms, tools, and channels in a way that ensures their effectiveness
  11. 11. Department Message Audience Department Message Audience Department Message Audience Department Message Audience Old thinking
  12. 12. 11 Silos
  13. 13. Different views of the audience https://commons.wikimedia.org/wiki/File:Blind_men_and_elephant.png
  14. 14. 13 http://www.amazon.com/Have-Always-Done-That-Way/dp/184728857X/
  15. 15. Consequences
  16. 16. Difficulty prioritizing
  17. 17. Diluted impact 16
  18. 18. Lack of understanding of your value
  19. 19. Organization: Programs, offerings Audience Messages Audience Audience Audience New thinking
  20. 20. “Users don’t care about your org chart.” —Lou Rosenfeld Author, Information Architecture for the World Wide Web
  21. 21. subject-matter expertise content presentation and sharing expertise Spirit of partnership
  22. 22. content presentation and sharing expertise product expertise event expertise advocacy expertise research expertise course development expertise
  23. 23. content presentation and sharing expertise product expertise event expertise advocacy expertise research expertise course development expertise customer satisfaction expertise marketing expertise education expertise program expertise
  24. 24. product expertise event expertise advocacy expertise research expertisecustomer satisfaction expertise marketing expertise education expertise program expertise content presentation and sharing expertise
  25. 25. product expertise event expertise advocacy expertise research expertisecustomer satisfaction expertise marketing expertise education expertise program expertise content presentation and sharing expertise
  26. 26. product expertise event expertise advocacy expertise research expertisecustomer satisfaction expertise marketing expertise education expertise program expertise content presentation and sharing expertise
  27. 27. http://chuckclose.com/work253_zoom.html
  28. 28. Typical project flow 1. Gather data to know what we know (discovery) 2. Audit and assess website content 3. Audit and assess e-newsletters 4. Analyze competitive organizations and for-profit companies 5. Audience personas and customer journeys
  29. 29. Typical project flow 6. Facilitate the development of content creation and publishing guidelines 7. Identify roles, content lifecycles, workflow, governance models 8. Create a framework for content promotions 9. Plan for sustainability
  30. 30. Working together for member satisfaction
  31. 31. Thank you! Hilary Marsh hilary@contentcompany.biz @hilarymarsh

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