Antony Mayfield and Katie Smith, Brilliant Noise Content strategy seminar www.charitycomms.org.uk/events In this session Antony and Katie will step you through the 'Six Ps' of content strategy - Purpose, Principles, Platforms, Processes, People and Performance - helping you ask the right questions to formulate an effective approach to content development and communications. Upcoming CharityComms events can be found here: http://www.charitycomms.org.uk/events

2. Planning your
content strategy
Content Rules
Seminar
22 January 2014
brilliantnoise.com

3. @katie3059
@amayfield
@brilliantnoise

4. Content strategy is about the
‘how’, the user, the big
picture and the planning.
"the practice of planning the
content creation, delivery,
and governance." Kristina
Halvorson. "The Discipline of
Content Strategy".

5. “It's not the content, but the
form of thought that counts.”
Orhan Pamuk
“Why waste a sentence
saying nothing?” Seth Godin

6. Content strategy
gives you a
formula for
creating great
content time and
time again.
image (cc) eriwst

7. The emphasis on
content is part of
wider change in
marketing and
communications...

8. The models for
audience
engagement
have been
changing for the
past decade.
changing

9. We saw it first in
the tech sector.

10. IBM’s investment model

11. IBM’s investment model

12. And the focus
has shifted from
channels to the
customer.

13. Traditional sales funnel
Awareness
Consideration
Decision
Buy

14. Customer decision journey
Consider
Advocate
Bond
Evaluate
Enjoy
Buy
Model first published Harvard Business Review

15. What opportunities do we have
to engage customers with
Customer decision journey
content?
Consider
Advocate
Bond
Evaluate
Enjoy
Buy
Model first published Harvard Business Review

16. And success
means designing
systems more
than campaigns.

17. Processes: content supply chain
AmEx

18. First: know your
customer
(or stakeholder,
influencer,
citizen, donor,
user)

19. Digital
ecosystem
mapping.

20. http://brilliantnoise.com/the-digital-ecosystem/

21. Customer
decision
mapping.

23. Or in a more
linear form....

24. Consider
Search Engine
1
Evaluate
Buy
Advocate
3
7
Brand website
4
Price Comparison
Social Media
Bond
2
8
6
5
9
10

25. 6PPM
Six Ps Planning
Model

26. To create, publish
and measure
content against
organisational
goals.

27. Purpose
People
Processes
Platforms
Principles
Performance

28. Often some key
elements were
missing...

29. Purpose
People
Processes
Platforms
Principles
Performance

30. So let’s show you
the questions we
ask against each
element.

31. Purpose
/ˈpəːpəs/ noun
The overarching reason why
your content exists.
Purpose applies to every
piece of content, not just
specific campaigns.

32. Clear.
Urgent.
Compelling.
Ours.

33. “What is content
anyway?”

34. “What is content
anyway?”
‘Purpose’ gives you
the answer.

35. Coca-Cola’s
definition
of content.

36. “To bring inspiration
to every athlete* in
the world.
*If you have a body,
you are an athlete.”
Nike, http://goo.gl/XTLh7a
image (cc) Photon

37. Exercise:
Your purpose?
In one minute describe the
purpose that guides your
content strategy or a
programme.

38. Principles
/ˈprɪnsɪp(ə)l/ noun
The fundamental propositions
that form the foundations of
your content.

39. Guiding.
Framing.
Mantra-like.
Ours.

40. More http://goo.gl/zJBSV

41. Nokia
1. Consider the social opportunity in
everything we do
2. Engage in better conversations with
more consumers
3. Deliver personal experiences, be
authentic, and earn trust
4.Sharing is more important than control
5. Define clear objectives from the outset
6.Invest and commit to social presences
More here http://goo.gl/aVmXT

42. Coca-Cola
1. Inspire participation amongst the very best
2. Connect these creative minds
3. Share the results of our efforts
4. Continue development
5. Measure success

43. Coca-Cola’s kind-of-other principles
1. Encourage bravery
2. Ensure clarity in our thinking
3. Embrace risk & all it entails
4. Culture of creativity
5. Be a catalyst for play
(+ 70 / 20 / 10 risk investment)

44. “There are too many
different content silos,
and there’s no
consistency.”

45. “There are too many
different content silos,
and there’s no
consistency.”
‘Principles’ give you a
solution.

46. Exercise:
Guiding principles
What are your content mantras
- or what principles would help
if everyone in organisation
understood them.

47. Platforms
/ˈplatfɔːm/ noun
The places where and tools
with which your create,
publish and amplify your
content.

48. Source
RSS
Social
listening
Bookmarking
e.g. Diigo
Yammer
Wiki
Internet
Create
Publish
Word/Pages
Spredfast
Editorially
Gather
Content
Scrivener
ZenWriter
CMS
Blog
3rd party
sites
Social
networks
Amplify
Social
networks
Email
RSS
Paid content
promotion
e.g. PPC,
OutBrain,
Zemanta

49. “The CMS fills me with rage”
‘Platforms’ make sure it
never comes to this.

50. Exercise:
Platforms for
making and doing
Note down some platforms to
try for content creation,
collaboration, listening and
measurement.

51. Processes
/ˈprəʊsɛs/ noun
The systems and workflows
required to create, publish
and evaluate content

52. Content supply chain

53. Four content organisation shapes
- Trickle-down: Strong global creative direction, purpose and
principles, light touch governance with independent markets
executing.
- Federated: Strong central and regional hubs creating content and
localising for each market. Dedicated editors/community
managers part of a regional team.
- Central: Strong global team and light local resource to
implement / localise content
- Networked: Central resource enables sharing and governance
between strong local/regional teams - best practice and content
travels in all directions.

54. Content is
published.
Editor gives
stakeholders a final
chance to sign off
controversial/
sensitive content.
START
Text
GOAL:
great
content
Content writers
write content.
Editor gives briefs
and source
material to
content writers.
Content is amplified. Content is measured
and optimised.
Editor proofs, checks
against the brief,
style and tone of
voice guide, and
principles.
Content working
group add ideas
and/or source
material to a
content planner.
Editor prioritises
based on user
needs and content
principles, creates
content plan.
Editor writes
content briefs and
secures sign off
from relevant
stakeholders.

55. GOAL:
great
content
Some
people like/
love it
Most people
hate/are
indifferent
People read
the content
No one
reads the
content
Content is
approved
Content
ready for
publication
CMS doesn’t
support
content
format
Delays mean
content is
out of date
Text
Content is
published
Content
isn’t
approved
Send
content for
sign off
Write
content
Get brief
signed off
Write
brief
START
Create idea
for
campaign
Argue over
who owns
content
Research
content
Fail to find
source
material

56. “The sign-off process
is ridiculous.”

57. “The sign-off process
is ridiculous.”
‘Processes’ plan away
sign off problems.

58. Exercise:
Processes - the
good, the bad and
the absent...
Note which processes are
working well, which need
improvement and new
processes you need.

59. People
/ˈpiːp(ə)l/ noun
The people involved in the
content process and the way
they are organised in relation
to it.

60. Content organisation models
- Content department: an in-house or agency team that creates
content for the whole organisation.
- Content centre of excellence: content experts who provide
leadership and guidance on best practice across the organisation
- Content council: a group of content professionals from across the
organisation that meet regularly to make sure content is aligned.
- Cross-functional content chief: a senior executive with crossdepartmental authority.
- Content lead: a person who leads content initiatives, but without
cross-departmental authority.
- Executive steering committee: a cross-functional strategic group.
Altimeter Group http://goo.gl/NdxkWC

61. “Everyone/no one
thinks they own
content.”

62. “Everyone/no one
thinks they own
content.”
‘People’ makes the
hierarchy and team
involved clear.

63. Exercise:
Processes - the
good, the bad and
the absent...
Note which processes are
working well, which need
improvement and new
processes you need.

64. Performance
/ˈpəˈfɔːm(ə)ns/ noun
The benchmarks for success
and the ways in which you
measure the impact of your
content.

65. What is your objective? What
metrics will help you see if
you’re meeting that objective?
Visits, unique visits, page views, time
on page, bounce rate, exit rate, return
visits, new visits, shares, likes, links,
views, downloads, comments, share of
voice, brand mentions, customer
satisfaction, number of calls/emails/
inquiries, sales, leads, sales funnels...

66. Forrester’s Engagement Framework

67. Evolution - the 3As
High effort / cost
Low effort / cost
Scale and control
Engagement
Engagement
Advocacy
Action
Awareness
s
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68. The IAB framework - another A!

69. Exercise:
Performance
Can you/will you be able to
link metrics to business
outcomes?
Can you use data to inform
editorial / content decisions?

70. Implementing
content strategy is
hard - take it one
step at a time until
you get it right.
image (cc) lindaybayley

71. katie@brilliantnoise.com
@katie3050
Thanks
antony@brilliantnoise.com
@amayfield
brilliantnoise.com
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