What is content
strategy, and why do
you need one?
8/12/14 ASAE Annual Meeting, August 2014 1
8/12/14 ASAE Annual Meeting, August 2014 2
Sample content strategy
challenges
• Findability
• Transparency
• Platform
• Fo...
Content challenges result in
business challenges
• Lost revenue
• Lost member engagement
• Lost member recruitment and ret...
The web drives organizational
change
• Communication
• Collaboration
• Awareness of the audience
• Common brand
48/12/14AS...
Associations are complicated
8/12/14ASAE Annual Meeting, August 2014 5
6
http://www.amazon.com/Have-Always-Done-That-Way/dp/184728857X/
8/12/14 ASAE Annual Meeting, August 2014
Content strategist as
orchestra conductor
78/12/14ASAE Annual Meeting, August 2014
8/12/14 ASAE Annual Meeting, August 2014 8
3 components
• A strategic statement tying content to business goals
• A “playbook” outlining the who, what, when, where,
...
1. What problems was your organization having and how
was that affecting your ability to succeed?
2. What options did you ...
6. What are the biggest benefits to your organization from
having a content strategy?
7. Did this work affect your team st...
Contact us
• Monica Bussolati
@bussolati
mbussolati@bussolati.com
• Chris Davis
cdavis@aota.org
• Hilary Marsh
@hilarymars...
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What is content strategy, and why do you need one?

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Presentation delivered at the ASAE 2014 Annual Meeting, as part of the session entitled "One Association's Journey from Great Content to Achieving Greatness." This PPT includes extensive notes from the slides too.

Published in: Government & Nonprofit

What is content strategy, and why do you need one?

  1. 1. What is content strategy, and why do you need one? 8/12/14 ASAE Annual Meeting, August 2014 1
  2. 2. 8/12/14 ASAE Annual Meeting, August 2014 2 Sample content strategy challenges • Findability • Transparency • Platform • Format • Governance • Ownership • Internal communication • Accountability
  3. 3. Content challenges result in business challenges • Lost revenue • Lost member engagement • Lost member recruitment and retention Members don’t know what you do for them or what you have to offer them 8/12/14ASAE Annual Meeting, August 2014 3
  4. 4. The web drives organizational change • Communication • Collaboration • Awareness of the audience • Common brand 48/12/14ASAE Annual Meeting, August 2014
  5. 5. Associations are complicated 8/12/14ASAE Annual Meeting, August 2014 5
  6. 6. 6 http://www.amazon.com/Have-Always-Done-That-Way/dp/184728857X/ 8/12/14 ASAE Annual Meeting, August 2014
  7. 7. Content strategist as orchestra conductor 78/12/14ASAE Annual Meeting, August 2014
  8. 8. 8/12/14 ASAE Annual Meeting, August 2014 8
  9. 9. 3 components • A strategic statement tying content to business goals • A “playbook” outlining the who, what, when, where, why, and how of publishing content • The people, processes, and power to execute that statement 8/12/14 ASAE Annual Meeting, August 2014 9
  10. 10. 1. What problems was your organization having and how was that affecting your ability to succeed? 2. What options did you consider to solve your problems? 3. How did you get started? 4. Did you encounter any roadblocks? 5. What are you doing to keep your content strategy alive? 8/12/14 ASAE Annual Meeting, August 2014 10 Questions for AOTA
  11. 11. 6. What are the biggest benefits to your organization from having a content strategy? 7. Did this work affect your team structure? 8. What would you do differently if you went through this again? 9. Advice for other associations who need a content strategy? 10. How much time and money should an association expect to spend to address and solve content strategy needs? 8/12/14 ASAE Annual Meeting, August 2014 11 Questions for AOTA
  12. 12. Contact us • Monica Bussolati @bussolati mbussolati@bussolati.com • Chris Davis cdavis@aota.org • Hilary Marsh @hilarymarsh hilary@hilarymarsh.com 8/12/14 ASAE Annual Meeting, August 2014 12

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