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Content Strategy:Having one is easy...#13NTCstratKira MarcheneseEnvironmental Defense Fund
Position 2                  Position 4Flickr / hb9252
Position 4Flickr / hb9252
Plan for making day-to-daychoices about content that connects your audiences      and your goals.
PLAN for making day-to-day choices about content   that connects youraudiences and your goals.
Plan for making day-to-day CHOICES about content    that connects youraudiences and your goals.
Plan for making day-to-day choices about content thatconnects your AUDIENCES      and your goals.
Plan for making day-to-daychoices about content that connects your audiences    and your GOALS.
Plan for making day-to-day  choices about CONTENTthat connects your audiences       and your goals.
Audiences             Goals            Choices            Content
Audiences             Goals            Choices            Content
Audiences                  Goals                                    Reports                Choices                        ...
Audiences                  Goals                                    Reports                Choices                        ...
KenProfile      Leadership Team or Catalyst   Character                                           Knowledgeable, focused, ...
Audiences                    Goals                                      Reports                  Choices                  ...
KenProfile      Leadership Team or Catalyst   Character                                           Knowledgeable, focused, ...
SusanProfile      Lower-Dollar Donor    Character                                   Caring, efficient, hard-working, anxio...
Flickr / nick farnhill
Audiences                  Goals                                    Reports                Choices                        ...
Audiences                  Goals                                    Reports                Choices                        ...
Flickr / nick farnhill
Flickr / MadScience
Audiences                  Goals                                    Reports                Choices                        ...
Audiences                  Goals                                    Reports                Choices                        ...
Audiences                  Goals                                    Reports                Choices                        ...
Audiences                  Goals                                    Reports                Choices                        ...
Audiences                  Goals                                    Reports                Choices                        ...
Audiences                  Goals                                    Reports                Choices                        ...
ravoechonovember
Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad!               or use #13NTCstratkmarchenese@edf...
Content strategy: Having one is easy... #13ntc
Content strategy: Having one is easy... #13ntc
Content strategy: Having one is easy... #13ntc
Content strategy: Having one is easy... #13ntc
Content strategy: Having one is easy... #13ntc
Content strategy: Having one is easy... #13ntc
Content strategy: Having one is easy... #13ntc
Content strategy: Having one is easy... #13ntc
Content strategy: Having one is easy... #13ntc
Content strategy: Having one is easy... #13ntc
Content strategy: Having one is easy... #13ntc
Content strategy: Having one is easy... #13ntc
Content strategy: Having one is easy... #13ntc
Content strategy: Having one is easy... #13ntc
Content strategy: Having one is easy... #13ntc
Content strategy: Having one is easy... #13ntc
Content strategy: Having one is easy... #13ntc
Content strategy: Having one is easy... #13ntc
Content strategy: Having one is easy... #13ntc
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Content strategy: Having one is easy... #13ntc

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Content strategy: Having one is easy... #13ntc

  1. 1. Content Strategy:Having one is easy...#13NTCstratKira MarcheneseEnvironmental Defense Fund
  2. 2. Position 2 Position 4Flickr / hb9252
  3. 3. Position 4Flickr / hb9252
  4. 4. Plan for making day-to-daychoices about content that connects your audiences and your goals.
  5. 5. PLAN for making day-to-day choices about content that connects youraudiences and your goals.
  6. 6. Plan for making day-to-day CHOICES about content that connects youraudiences and your goals.
  7. 7. Plan for making day-to-day choices about content thatconnects your AUDIENCES and your goals.
  8. 8. Plan for making day-to-daychoices about content that connects your audiences and your GOALS.
  9. 9. Plan for making day-to-day choices about CONTENTthat connects your audiences and your goals.
  10. 10. Audiences Goals Choices Content
  11. 11. Audiences Goals Choices Content
  12. 12. Audiences Goals Reports Choices Support Content Resources Funnels
  13. 13. Audiences Goals Reports Choices Support Content Resources Funnels
  14. 14. KenProfile Leadership Team or Catalyst Character Knowledgeable, focused, energetic, enthusiastic, intellectual, experienced. Circle Donor ($500-$25K)Gender Male DescriptionAge 57 Ken is a well-regarded researcher and teacher at a medium-sized university.Occupation Computer science professor He volunteers for university-wide initiatives, such as the curriculum review committee, because he enjoys interacting with colleagues from other departments. He has been divorced for 16 years and has two sons recently out of college. He spends his spare time outdoors, fishing and hiking. He also enjoys nature photography. Site usage On the web site, Ken wants to:  Track areas of EDF’s work related to his interests  Feel optimistic that there are solutions to very tough problems  Discover EDF’s views on the environmental issues of the day  Review EDF’s track record (achievements) Web confidence and context Experienced and confident. He uses the internet to get much of his news. He’s not on Facebook, though; he stays in touch with his sons by email. Brand association Toyota Highlander, MacBook Air, New Yorker, National Geographic, Hugo Boss, Patagonia, Nikon, Merrell shoes. Environmental attitude Ken cares deeply about environmental issues, including global warming, sustainable energy and air pollution, and feels responsible to use his resources to make a real difference. He gives generously to four groups and considers himself a donor to EDF. He understands EDF’s approach and trusts EDF for its mix of pragmatism and technical expertise.
  15. 15. Audiences Goals Reports Choices Support Content Resources Funnels
  16. 16. KenProfile Leadership Team or Catalyst Character Knowledgeable, focused, energetic, enthusiastic, intellectual, experienced. Circle Donor ($500-$25K)Gender Male DescriptionAge 57 Ken is a well-regarded researcher and teacher at a medium-sized university.Occupation Computer science professor He volunteers for university-wide initiatives, such as the curriculum review committee, because he enjoys interacting with colleagues from other departments. He has been divorced for 16 years and has two sons recently out of college. He spends his spare time outdoors, fishing and hiking. He also enjoys nature photography. Site usage On the web site, Ken wants to:  Track areas of EDF’s work related to his interests  Feel optimistic that there are solutions to very tough problems  Discover EDF’s views on the environmental issues of the day  Review EDF’s track record (achievements) Web confidence and context Experienced and confident. He uses the internet to get much of his news. He’s not on Facebook, though; he stays in touch with his sons by email. Brand association Toyota Highlander, MacBook Air, New Yorker, National Geographic, Hugo Boss, Patagonia, Nikon, Merrell shoes. Environmental attitude Ken cares deeply about environmental issues, including global warming, sustainable energy and air pollution, and feels responsible to use his resources to make a real difference. He gives generously to four groups and considers himself a donor to EDF. He understands EDF’s approach and trusts EDF for its mix of pragmatism and technical expertise.
  17. 17. SusanProfile Lower-Dollar Donor Character Caring, efficient, hard-working, anxious, supportive, nurturing. (up to $500 a year)Gender Female DescriptionAge 54 Susan loves children and her work at a large children’s hospital. She earnedOccupation Pediatric nurse her Masters in Public Health and now manages a team of nurses. She just became a grandmother, so her family and work schedule keep her busy. She also follows political and social issues that matter to her, and she cares deeply enough to set aside money to advance those causes. Site usage On the Web site, Susan wants to:  Feel good that her donations to EDF are leading to a better world.  Easily and quickly make a gift to EDF.  Share interesting items with her friends, who are generally active on Facebook. Web confidence and context She is very comfortable online, and often shops online and comments on photos of her extended family. She uses her Kindle for casual reading. Brand association Subaru, New York Times, Facebook, Target, Talbots, Seventh Generation. Environmental attitude Susan follows media coverage of environmental issues and makes donations to several environmental groups, particularly when an issue fuels her anger or passion. She sees this support as part of her care-giving role, and it has taken on new meaning now that her granddaughter has arrived.
  18. 18. Flickr / nick farnhill
  19. 19. Audiences Goals Reports Choices Support Content Resources Funnels
  20. 20. Audiences Goals Reports Choices Support Content Resources Funnels
  21. 21. Flickr / nick farnhill
  22. 22. Flickr / MadScience
  23. 23. Audiences Goals Reports Choices Support Content Resources Funnels
  24. 24. Audiences Goals Reports Choices Support Content Resources Funnels
  25. 25. Audiences Goals Reports Choices Support Content Resources Funnels
  26. 26. Audiences Goals Reports Choices Support Content Resources Funnels
  27. 27. Audiences Goals Reports Choices Support Content Resources Funnels
  28. 28. Audiences Goals Reports Choices Support Content Resources Funnels
  29. 29. ravoechonovember
  30. 30. Evaluate This Session!Each entry is a chance to win an NTEN engraved iPad! or use #13NTCstratkmarchenese@edf.orgkiramarch.com@kiramarch

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