The document summarizes a presentation on building a content strategy roadmap. It includes:
1. An overview of the typical steps in a content strategy roadmap, including discovery, content audits, audience personas, content guidelines, roles and workflow, taxonomy, content migration, marketing, and handoff.
2. A discussion of some challenges in content strategy, such as inconsistent language, prioritization, hoarding, processes, and missing or inconsistent content across channels.
3. The importance of understanding audience and having a shared focus, as well as defining roles, workflow, and governance in content strategy.
(updated Nov. 2014) Your content can't succeed unless your people are aligned. Here's how to manage organizational politics and change culture to let content help audiences meet their needs and help the organization meet its goals.
If your organization is online, you need to have and use a content strategy. This presentation outlines what content strategy is and what content strategists do.
The goals of this session were to understand what content strategy is and how to get started, to learn how to make content strategy part of the organization's communications, and to prepare content to be found and used anywhere, on any device.
Organizations produce a lot of content and publishes it across multiple channels, but does it have a purpose? Does it help meet strategic goals, increase customer value, or help an audience achieve its goals? This session covered the steps involved in creating an effective content strategy, and how to incorporate content strategy tactics and processes into current work The workshop included hands-on exercises, providing participants with tools they could use right away at work.
How content strategy can solve business challenges, communicating the value of content strategy, the culture changes needed in order to create content strategically, and some potential approaches for getting executive buy-in
Hands-on workshop led by Carrie Hane Dennison; Dina Lewis, CAE; and Hilary Marsh geared toward teaching participants to plan, create, and manage content to be found and used anywhere, on any device.
Organizations produce a lot of content and publish it across multiple channels, but does it have a purpose? Does it help meet strategic goals, increase customer value, or help the audience achieve their goals? With a content strategy, teams can:
articulate what content should be published and why
assess the content that exists already
create smart, actionable content in the future
This workshop covered the steps involved in creating a content strategy that works, and how to incorporate content strategy tactics and processes today.
With small group exercises and real-life examples and stories, participants left with ready-to-use ideas.
Your organization produces a lot of content, but does it have purpose? Does it help meet strategic goals and encourage member engagement? In this in-depth workshop, learn how to create a content strategy that works. Through small group exercises and real world examples, you will learn to break down content strategy into its parts, build from the information you may already have, and incorporate tactics and processes to make your digital communications successful. Attendees will get access to a workbook of ideas and learn tactics to use in your organization.
Content strategy workshop at the 2015 ASAE Tech Conference, given with Dina Lewis, CAE, president, Distilled Logic LLC and Carrie Hane Dennison, content and digital strategist
Associations and nonprofit organizations produce a lot of content and publish it across multiple channels, but does it serve a purpose? Does it help meet strategic goals, increase customer value, or help members grow in their professions? This presentation covers how to create a content strategy that works, as well as how to incorporate content strategy tactics and processes immediately.
Presentation by @carriehd, @dinalew, and me at the Association Media & Publishing 2015 Annual Meeting
(updated Nov. 2014) Your content can't succeed unless your people are aligned. Here's how to manage organizational politics and change culture to let content help audiences meet their needs and help the organization meet its goals.
If your organization is online, you need to have and use a content strategy. This presentation outlines what content strategy is and what content strategists do.
The goals of this session were to understand what content strategy is and how to get started, to learn how to make content strategy part of the organization's communications, and to prepare content to be found and used anywhere, on any device.
Organizations produce a lot of content and publishes it across multiple channels, but does it have a purpose? Does it help meet strategic goals, increase customer value, or help an audience achieve its goals? This session covered the steps involved in creating an effective content strategy, and how to incorporate content strategy tactics and processes into current work The workshop included hands-on exercises, providing participants with tools they could use right away at work.
How content strategy can solve business challenges, communicating the value of content strategy, the culture changes needed in order to create content strategically, and some potential approaches for getting executive buy-in
Hands-on workshop led by Carrie Hane Dennison; Dina Lewis, CAE; and Hilary Marsh geared toward teaching participants to plan, create, and manage content to be found and used anywhere, on any device.
Organizations produce a lot of content and publish it across multiple channels, but does it have a purpose? Does it help meet strategic goals, increase customer value, or help the audience achieve their goals? With a content strategy, teams can:
articulate what content should be published and why
assess the content that exists already
create smart, actionable content in the future
This workshop covered the steps involved in creating a content strategy that works, and how to incorporate content strategy tactics and processes today.
With small group exercises and real-life examples and stories, participants left with ready-to-use ideas.
Your organization produces a lot of content, but does it have purpose? Does it help meet strategic goals and encourage member engagement? In this in-depth workshop, learn how to create a content strategy that works. Through small group exercises and real world examples, you will learn to break down content strategy into its parts, build from the information you may already have, and incorporate tactics and processes to make your digital communications successful. Attendees will get access to a workbook of ideas and learn tactics to use in your organization.
Content strategy workshop at the 2015 ASAE Tech Conference, given with Dina Lewis, CAE, president, Distilled Logic LLC and Carrie Hane Dennison, content and digital strategist
Associations and nonprofit organizations produce a lot of content and publish it across multiple channels, but does it serve a purpose? Does it help meet strategic goals, increase customer value, or help members grow in their professions? This presentation covers how to create a content strategy that works, as well as how to incorporate content strategy tactics and processes immediately.
Presentation by @carriehd, @dinalew, and me at the Association Media & Publishing 2015 Annual Meeting
In a chaotic world, where storytelling, marketing, advertising & technology are beginning to intersect, the importance of branded content is rising. A deeper partnership with relevant content surely fast-tracks brand advocacy and growth.
But content marketing is not new. Brands have invested for many years in content, such as long-form film, advertiser-funded programming, advertorials or branded magazines. However several things have now evolved, including the types of brand investing in it and the mindset of the marketers behind it. Today, Brands think more like publishers and build strategies around content production and distribution.
This deck focuses on the importance and showcases the process of creating a robust content strategy.
As content professionals, our jobs require more cross-team collaboration than ever, and that means it’s getting tougher to delineate our disciplines. When was the last time you did “just” design, content, or code? It’s no longer an option to only care about what’s on your plate.
Drawing from her experience as a “content therapist,” Kristina will share insights about how curiosity, empathy, and shared ambition will help us all build a better web.
Internal web teams often encounter organizational politics that prevent their content and their digital efforts from succeeding. This presentation covers why politics exist, as well as many real-life stories for how to manage and overcome them to ensure that digital efforts succeed.
In content strategy, it can be a huge struggle getting everyone working from the same playbook. Why are we creating this content? Who is it for? Who is accountable for its success? To get to stakeholder alignment, we don’t need to rely solely on our persuasive powers. There are tools that can help groups set individual agendas aside and focus on building shared standards and strategy. Kristina shares her own methods for getting people on the same page in any project or team setting.
Presented at An Event Apart in Denver, December 2017
You need to know why you're publishing content -- how it meets your users' needs and satisfies your business goals. Once you know this, you can determine how well the content is achieving its objectives, and identify how to improve it.
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
A content strategy case study: Where we started, what we did, what we found, lessons learned. With a strong, solid foundation of knowledge, creating sustainable guidelines comes together more smoothly and easily
Workshop presentation for content planning at Confab Intensive in Portland OR, August 31, 2015. Includes overview of content planning and 3 exercises for content personas, consumer journeys and content ecosystems.
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.
Context As A Content Strategy: Creating More Meaningful Web Experiences Throu...Daniel Eizans
This presentation attempts to begin to define how content strategists can evaluate and plan for content through a more specific contextual lens through examining how the brain processes, accesses and stores information and what factors content strategists can begin to consider when planning for supporting content and creating deeper, more meaningful content plans across multiple devices (iPad, Smart Phone, Laptop, Desktop, Etc.).
It Takes 2 to Make a Thing Go Right: A Content Strategist and Designer Talk M...Duo Consulting
When it comes to building mobile products it takes a tight collaboration between content and design. Mobile users are task driven, want localized information, and have multiple elements around them competing for their attention. Design can't meet the users needs by merely creating a lovely interface, and content strategy can't tailor content independent of the device constraints.
Together, Content Strategists and Designers can optimize the user experience for mobile to ensure the products are useful and usable. Through case studies, we will share our method for co-owning the product creation and putting siloed design to bed.
Web content: it’s the meat in the sandwich, not the icing on the cake. Too often, organizations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be somebody else’s problem.
Ever wonder why so many websites feature dense, unreadable prose? Force you to navigate through pages of brochure copy and legalese? Look like they backed up a truck full of PDFs and dumped them in the content management system?
No content strategy, that’s why.
When done the wrong way, creating new content and managing the approval process takes longer and is more painful than anyone expects. But planning for useful, usable content is possible-and necessary. It’s time to do it right.
Why do users visit a website? Most likely it's for the content. Then why is content strategy the most neglected aspect of user experience design? Delivering the right content to meet user needs requires attention throughout the process -- it must be planned, analyzed, produced, edited, managed, and maintained. Even though content is the centerpiece of the user's experience, it rarely gets the attention it deserves during site design and development. This workshop addressed how to integrate content strategy into the website design process, ensuring that the content that gets created is what users need.
Content types – the patterns of content in an organization's digital presence – are an essential building block for any effective redesign. However, content strategists, user experience designers, and visual designers have very different understandings of what "content type" means. By coming to a common understanding, these experts can work together to craft a smart, sustainable online presence. There are several purposes for identifying the types of content on a website:
- Identifying content models, which enable better presentation on multiple devices and power dynamically created collections
- Enabling rules for content creation, review, promotion, and expiration
- Making it easier for content creators to choose effective metadata
Technologists and content management systems tend to define content types very broadly, considering them equivalent to templates. Visual designers und user experience designers often define content types in terms of various elements and their size and relation to one another. Content strategists think about what the content is about, what its business rules need to be, and how it is surfaced.
Bringing these perspectives together ensures the most robust definition, conception, and execution of content types. This presentation looks at lots of examples of content types and identifies how they would best work in different environments and for different purposes.
In a chaotic world, where storytelling, marketing, advertising & technology are beginning to intersect, the importance of branded content is rising. A deeper partnership with relevant content surely fast-tracks brand advocacy and growth.
But content marketing is not new. Brands have invested for many years in content, such as long-form film, advertiser-funded programming, advertorials or branded magazines. However several things have now evolved, including the types of brand investing in it and the mindset of the marketers behind it. Today, Brands think more like publishers and build strategies around content production and distribution.
This deck focuses on the importance and showcases the process of creating a robust content strategy.
As content professionals, our jobs require more cross-team collaboration than ever, and that means it’s getting tougher to delineate our disciplines. When was the last time you did “just” design, content, or code? It’s no longer an option to only care about what’s on your plate.
Drawing from her experience as a “content therapist,” Kristina will share insights about how curiosity, empathy, and shared ambition will help us all build a better web.
Internal web teams often encounter organizational politics that prevent their content and their digital efforts from succeeding. This presentation covers why politics exist, as well as many real-life stories for how to manage and overcome them to ensure that digital efforts succeed.
In content strategy, it can be a huge struggle getting everyone working from the same playbook. Why are we creating this content? Who is it for? Who is accountable for its success? To get to stakeholder alignment, we don’t need to rely solely on our persuasive powers. There are tools that can help groups set individual agendas aside and focus on building shared standards and strategy. Kristina shares her own methods for getting people on the same page in any project or team setting.
Presented at An Event Apart in Denver, December 2017
You need to know why you're publishing content -- how it meets your users' needs and satisfies your business goals. Once you know this, you can determine how well the content is achieving its objectives, and identify how to improve it.
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
A content strategy case study: Where we started, what we did, what we found, lessons learned. With a strong, solid foundation of knowledge, creating sustainable guidelines comes together more smoothly and easily
Workshop presentation for content planning at Confab Intensive in Portland OR, August 31, 2015. Includes overview of content planning and 3 exercises for content personas, consumer journeys and content ecosystems.
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.
Context As A Content Strategy: Creating More Meaningful Web Experiences Throu...Daniel Eizans
This presentation attempts to begin to define how content strategists can evaluate and plan for content through a more specific contextual lens through examining how the brain processes, accesses and stores information and what factors content strategists can begin to consider when planning for supporting content and creating deeper, more meaningful content plans across multiple devices (iPad, Smart Phone, Laptop, Desktop, Etc.).
It Takes 2 to Make a Thing Go Right: A Content Strategist and Designer Talk M...Duo Consulting
When it comes to building mobile products it takes a tight collaboration between content and design. Mobile users are task driven, want localized information, and have multiple elements around them competing for their attention. Design can't meet the users needs by merely creating a lovely interface, and content strategy can't tailor content independent of the device constraints.
Together, Content Strategists and Designers can optimize the user experience for mobile to ensure the products are useful and usable. Through case studies, we will share our method for co-owning the product creation and putting siloed design to bed.
Web content: it’s the meat in the sandwich, not the icing on the cake. Too often, organizations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be somebody else’s problem.
Ever wonder why so many websites feature dense, unreadable prose? Force you to navigate through pages of brochure copy and legalese? Look like they backed up a truck full of PDFs and dumped them in the content management system?
No content strategy, that’s why.
When done the wrong way, creating new content and managing the approval process takes longer and is more painful than anyone expects. But planning for useful, usable content is possible-and necessary. It’s time to do it right.
Why do users visit a website? Most likely it's for the content. Then why is content strategy the most neglected aspect of user experience design? Delivering the right content to meet user needs requires attention throughout the process -- it must be planned, analyzed, produced, edited, managed, and maintained. Even though content is the centerpiece of the user's experience, it rarely gets the attention it deserves during site design and development. This workshop addressed how to integrate content strategy into the website design process, ensuring that the content that gets created is what users need.
Content types – the patterns of content in an organization's digital presence – are an essential building block for any effective redesign. However, content strategists, user experience designers, and visual designers have very different understandings of what "content type" means. By coming to a common understanding, these experts can work together to craft a smart, sustainable online presence. There are several purposes for identifying the types of content on a website:
- Identifying content models, which enable better presentation on multiple devices and power dynamically created collections
- Enabling rules for content creation, review, promotion, and expiration
- Making it easier for content creators to choose effective metadata
Technologists and content management systems tend to define content types very broadly, considering them equivalent to templates. Visual designers und user experience designers often define content types in terms of various elements and their size and relation to one another. Content strategists think about what the content is about, what its business rules need to be, and how it is surfaced.
Bringing these perspectives together ensures the most robust definition, conception, and execution of content types. This presentation looks at lots of examples of content types and identifies how they would best work in different environments and for different purposes.
An outline of the relevance and significance of social media to businesses and how 'Word of Mouse' engagement has changed traditional marketing strategy.
WUA! Digital Excellence 2016 Event: Keynote Daan TamesWUA!
On November 12 we launched the Digital Excellence Program at our HQ in Amsterdam. Our CMO Daan Tames introduced the program at our invite-only event with a great group of clients.
Delivering Digital Excellence with Global Compliance and IntegrityKristina Podnar
Faced with complex multi-site, multi-language, multi-channel digital presences, many organizations struggle to provide exceptional digital customer experiences, especially those on a large, distributed digital team. With the growing number of compliance requirements and international regulations, can you successfully deliver a digital strategy with repeatability and integrity? This workshop will define policies and standards that can be leveraged throughout the enterprise for digital success – whether that is a website redesign, technology re-platform or implementation of mobile applications and social software.
IRI White Paper - Studio sul mercato della birra nel canale modernoIRI, INTL
Le Speciali rappresentano un’opportunità
Il contesto
Nel 2014 gli indicatori macroeconomici hanno confermato la difficoltà di ripresa del nostro paese influenzando notevolmente l’andamento del Largo Consumo Confezionato: come nel 2013 il comparto ha registrato volumi in calo dello 0,7% (dato aggiornato all’anno terminante a Novembre 2014) ed ha confermato per il secondo anno consecutivo anche un calo dei fatturati dello 0,7% (canale Iper+Super+LSP).
La crisi della domanda, diretta conseguenza delle difficoltà degli italiani a far quadrare il bilancio famigliare, continua ad avere un impatto sui consumi determinando un consolidamento dei nuovi comportamenti di acquisto, sempre più orientati ad una spasmodica ricerca di convenienza.
Convenienza ricercata tramite una riduzione complessiva del valore del carrello e quasi sempre ottenuta attraverso l’incremento dei prodotti acquistati in promozione.
Digital Marketing = Results. Buyers are changing. Buyers are more educated and more self-reliant than ever. Marketers roles are changing. They must do more with less. With digital marketing, you can maximize your ROI and stop wasting time. You can reduce expenses in marketing and sales and generate qualified sales leads to increase revenue.
Content strategy, communications strategy and digital excellenceDRCC
While content strategy and digital channels still bear the brunt of cross-organizational silos, communications departments have been converging. Communications directors often sit at board level and help shape business strategy. In a further drive for integration, some organizations have set up multidisciplinary centres of digital excellence.
So where in an organization does a content strategy team fit best? To show its full potential, content strategy needs to work alongside communications strategy in supporting business strategy. Diana shows how content strategy and communications strategy are complementary, providing a practical and inspiring framework for everyone to keep to.
This is the capstone project of my Marketing Research class from Spring of 2015. The data that we collected was analyzed using SPSS, and the print outs from SPSS are not included in this document
My books- Learning to Go https://gumroad.com/l/learn2go & The 30 Goals Challenge for Teachers http://amazon.com/The-Goals-Challenge-Teachers-Transform/dp/0415735343 Resources at http://ShellyTerrell.com/citizenship and my ongoing research at http://ByteSizePotential.com
Building Your Own Content Strategy RoadmapCarrie Hane
Your website is filled with content––but does it have a purpose? Does it help your association meet its strategic goals, increase member value, or help members grow in their own professions? Once you have a content strategy, you’ll be able to understand and articulate why content should exist. You’ll be able to use this to assess the content you already have, and make sure your staff and members create smart, actionable content in the future. Further, you will understand how to leverage today’s and tomorrow’s technologies, so your association’s content can be found and used anywhere, on any device. Join top association content strategists to learn how to put together a content strategy that works for your organization. Learn how you can incorporate content strategy tactics and processes into what you do now.
[CMWorld 2015 Lunch & Learn hosted by studioD] Content Mixology: Mixing the r...studioD
Making content for your brand is an art and a science, much like mixing the perfect cocktail. You need to know what your customers want, have a great recipe and use quality ingredients to produce insta-worthy results.
In this session, we will cover what goes into the mix so you can build a strategy that will deliver on your KPIs and create quality content that speaks to your audience.
We’ll share a case study from a Fortune Global 500 brand and proprietary data-driven insights from Demand Media’s digital publisher network, which reaches 1 in 3 Americans each month. Salud!
Takeaways:
-The three ingredients you need for effective content marketing, whether you’re just getting started, or refining existing content
-Tips for connecting with your audience through the different stages of their customer journey
-Real-world examples from a brand case study
-Lessons learned from a decade of publisher experience, with a twist!
It’s all too easy for organisations to get caught up in the shinier, glitzier realms of the content world – viral campaigns, social media outreach, custom publishing, slick video production, and more. So many ideas! So many opportunities!
But what about the basics? How about a strategic approach that focuses on getting the fundamentals right before embarking on complex creative campaigns?
Positioning content strategy and planning solely as a marketing function can lead to misplaced priorities, allowing certain fundamentals to slip through the cracks and cause trouble later on. The pressure on the customer support team keeps rising, and internal workflow breaks down… and no-one can quite figure out why.
In this session we consider what we might be neglecting in our rush to be exciting and trendy. We explore the content essentials, and look at how an organisation can manage and plan for them.
I presented this as a webinar for Data Conversion Laboratory on 10 December 2014 (http://www.dclab.com/webinars/back-to-basics-getting-the-content-essentials-right).
Please get in touch if you'd like me to give this or a similar talk in-house at your organisation.
Back to Basics: Getting the Content Essentials Rightdclsocialmedia
In this session we’ll consider what we might be neglecting in our rush to be exciting and trendy. We’ll explore the content essentials, and look at how an organization can manage and plan for them.
Content and-customer-journeys Product Camp Vancouver #PCV16Melissa Breker
Personas and customer journeys are fantastic tools to help understand who’s interacting with your products, how, and why.
But what about the content?
By mapping content to existing customer journeys, you can show stakeholders how content impacts customer experience to better design your products and services for memorable content experiences.
This hands on workshop will provide a simple framework for you to take back to the office to implement.
We'll chat about:
* How content topics, messages, and triggers impact audience decisions
* What questions you need for content mix and channels
* Why it's important to look past content driven by features and benefits
Lieze Langford Practical Persona CreationIndigitous
Lieze Langford, digital strategy consultant for Praekelt Foundation and Internet.org, shares the practical steps to creating a research based persona. Find out what your audience wants, and then give it to them. This was the first in the Indigitous Sessions series. www.indigitous.org
Matt Cooper, GM at Visually, and Angela Lee Bostick, CMO at Emory University, Goizueta School of Business discuss how content marketing has become increasingly important in attracting successful higher education candidates, and how Emory University successfully strategized and executed an effective content marketing campaign, leveraging existing assets & resources.
Shaping Structured Content for Better User ExperienceJoe Pairman
[Presented at the Content Marketing Institute's Intelligent Content conference, 2017]
We’re not writing documents any more — or even web pages. Our creations can turn up in different formats, out of sequence, and even on different platforms. These new ways of delivering information to users are based on structured content — a way of organizing writing into consistent templates. If you’re not familiar with that approach, it can seem intimidating. If you already have some experience, it can be even more daunting. The gains from breaking down pages into atomized chunks can come at a cost to narrative flow and context: the ingredients we used to rely on to provide our customers with enthralling experiences.
We can retake control of our content by learning the new tools of the trade: not software as such, but the basic patterns of structured content and how to use them to shape user experiences for the better. We must grasp what can be personalized, and how. We must understand the network of rules that can govern navigation links, and see how to create controlled user choices from a patchwork of information — a kind of “choose your own adventure” for modern digital customer experiences.
Why B2B Marketers Need To Personalize Content Experiences At ScaleUberflip
From Nike to Nestle, sellers of everything from shoes to consumer-packaged goods have discovered the value of personalization. As buyers engage with increasingly personalized experiences, B2B marketers need to align their marketing journeys with these evolving expectations to remain competitive.
Uberflip CMO Randy Frisch outlines how B2B marketers are increasingly taking ownership of the end-to-end content experience, expanding beyond initial acquisition to sales enablement and ABM.
Every B2B marketer knows the struggle is real. It’s not easy to create engaging content.
Engaging your audience isn’t about trying to shock them through gimmicks and off-brand quips. It’s about truly understanding who’s at the receiving end of your content: Real people. Unless you understand what keeps them up at night and what gets them excited, your content marketing simply won’t cut through the clutter and generate results.
Overview of content strategy: Content is the way our work is manifested in the world, so ensuring that content is effective means looking at the organization's goals, practices, culture, and audience needs.
Your organization invests more than you think in content. Are you using that content most effectively? This presentation contains insights to see your investments more clearly and think creatively about how to make the most of those investments
Empathy-based personas are an incredibly powerful tool organizations can do to make their content -- as well as their programs, products, and services -- more effective. In this presentation, we cover what they are, the results they deliver, and how to create them.
Your organization’s content is an investment in the present…and the future. The organization invests in a LOT of content – not only the webinars and conference sessions that your department produces, but also magazine articles, press releases, maybe research reports, clinical guidelines, industry standards, and more. But is the organization making the most of its content investments? For an event session, why invest in a conference room, A/V, possibly even food and beverage for only the 50 people that were able to attend, when the information covered in that session would be useful to so much more of your target audience?
Learn how to think more strategically about your content as an investment, and how to make the most of it.
Endocrine Society's content strategy, guided by Content Company: How they knew they needed a content strategy, the steps they took to prioritize goals, better understand the audience, and improve the content and presentation, and what the outcomes were.
Why content gets political, and how to use content strategy as a catalyst to drive internal change. Useful techniques for content strategists and subject-matter experts. Delivered at Lavacon 2018
Associations have long produced and published content for their members, their professions, and even the public. In fact, content is how associations show their value. There is more content competition from for-profit companies that often offer content for free. How do you meet that challenge and prove the value of your content? The answer lies in content strategy—a strategic approach to create, publish, manage, and share your content. The ASAE Foundation commissioned a research study to understand how association leaders are navigating the shifting content development and management landscape. Hear how associations are using content strategy to serve members' varied information, advocacy, and professional needs. This presentation shares models to develop or improve your approach to content creation, management, and marketing, and navigate the challenges to adopting good content strategy practices.
--Assess where your organization is on the content strategy adoption roadmap.
--Devise methods to improve your organization’s strategic approach to content.
--Integrate the principles of content strategy into your organization’s member needs, offerings, and culture.
--Prepare for a newly strategic, sustainable approach to effective content.
Content strategy helps associations stay on top of the changing content landscape with effective approaches, tools, and practices. Two of the principal researchers for the ASAE Foundation's “Association Content Strategies in a Changing World” study shared findings from the first phase of their research. More than 600 association executives reported on their challenges and successes for strategically creating and managing content. This session featured examples of how to connect content strategy to organizational strategy and goals, how to effectively staff cross-functional teams, and how publishing user-focused content can translate to membership value.
Content governance is where the “rubber hits the road” for creating better content in a sustainable fashion. The shifts created by content strategy go beyond the web team, IT, and subject-matter experts to touch Human Resources, Legal, and the organization’s senior management. This is key to digital transformation.
In this workshop, participants will explore where they fit on a content governance maturity scale, explore a variety of models, and identify which model will be most successful for their organizations.
This presentation covers what it takes to set up content governance, as well as what is required to maintain and evolve it.
Initial findings from the first study of content strategy adoption in associations. The study, funded by the ASAE Foundation, is being led by Hilary Marsh; Dina Lewis, CAE; and Carrie Hane. Key findings: some associations of all sizes and types are doing content strategy work; as a whole, the primary challenge is people, not resources or process; and content strategy is about much more than marketing. Part 2 is coming later in 2018.
So you want to implement chatbots? Make data-driven decisions about your digital priorities? Use artificial intelligence to serve members better?
The answers to your questions lie in your content – that is, the way you create and publish information about your organization’s work.
Reinvent your content, and you’ll reinvent your organization.
Consider how – and why – your organization creates its content
This session covered the triggers for effective content decision-making, maturity along a content/digital strategy spectrum, and the roadmap to greater maturity and greater effectiveness.
Content and digital governance is where the “rubber hits the road” for creating better content -- and a better digital presence -- in a sustainable fashion. This workshop enabled participants to determine where they fit on a content governance maturity scale, explore governance models, and identify which will work best for their organizations. We discussed setting up, maintaining, and evolving governance.
Is your content working? Learn the factors to identify your content's effectiveness, and how to establish measurable KPIs, do the measuring, and use this information to make better content and business decisions.
Is your content working? This presentation will help institutions answer this question for every piece of content they publish, in every medium and channel. Content is the way our organizations’ work is manifested online — so content success translates to higher success of programs, services, and programs. Using real stories, this session will connect content effectiveness with business results. Attendees will leave with their own content success metrics.
Many schools create, manage, and measure content without a true strategy — without a sense of the audience and with no explicit, measurable goal. Once you do have an audience and goals, you can start to interpret the data from analytics software, survey results, usability testing, etc. We’ll discover which metrics are the most important for content and user experience evaluations, and learn to translate data into actionable recommendations for stakeholders.
This session will cover how the “old” way is ineffective, and will paint the picture of a better way of working that will result in more effective content. This session will include interactive exercises as well as facilitated discussion, so that at the end, attendees will have their own content success metrics to take back to their schools.
Keynote presentation for the Council for Exceptional Children Leadership Conference, July 2017. The content you create is smart, full of depth, and has the potential to advance or transform the field of special education. Content is what connects most from an association to its members. In fact, content is an essential part of the value that your unit or division provides – and a critical aspect of CEC’s survival. But in these busy times, it’s all too easy for members to miss out on your content, and pass up opportunities to get involved. That’s when they wonder whether the organization is providing enough value to keep their membership.
This session will illustrate what successful content looks like for associations and how to create it. Spoiler alert – this doesn’t mean creating more content, but in fact, doing more with the content that exists already! It will include real-life stories about associations that brought content forward and how that led to greater member satisfaction, higher retention rates, and improvements to their profession.
How to make sure the content you create is more effective for your organization and for your members. Talk at the 2017 Interchange Conference for state CPA societies
The National Association of Realtors combined data, collaboration, and empathy to streamline its enewsletters and produce better results. Case study delivered at the 2017 Association Media & Publishing annual conference.
Learn how to assess whether your content is working so you can make it more effective: determine the audience, set the goal, make it measurable, and use data to learn and improve
More from Hilary Marsh, Content Company, Inc. (20)
Understanding the Challenges of Street ChildrenSERUDS INDIA
By raising awareness, providing support, advocating for change, and offering assistance to children in need, individuals can play a crucial role in improving the lives of street children and helping them realize their full potential
Donate Us
https://serudsindia.org/how-individuals-can-support-street-children-in-india/
#donatefororphan, #donateforhomelesschildren, #childeducation, #ngochildeducation, #donateforeducation, #donationforchildeducation, #sponsorforpoorchild, #sponsororphanage #sponsororphanchild, #donation, #education, #charity, #educationforchild, #seruds, #kurnool, #joyhome
Presentation by Jared Jageler, David Adler, Noelia Duchovny, and Evan Herrnstadt, analysts in CBO’s Microeconomic Studies and Health Analysis Divisions, at the Association of Environmental and Resource Economists Summer Conference.
What is the point of small housing associations.pptxPaul Smith
Given the small scale of housing associations and their relative high cost per home what is the point of them and how do we justify their continued existance
Jennifer Schaus and Associates hosts a complimentary webinar series on The FAR in 2024. Join the webinars on Wednesdays and Fridays at noon, eastern.
Recordings are on YouTube and the company website.
https://www.youtube.com/@jenniferschaus/videos
Russian anarchist and anti-war movement in the third year of full-scale warAntti Rautiainen
Anarchist group ANA Regensburg hosted my online-presentation on 16th of May 2024, in which I discussed tactics of anti-war activism in Russia, and reasons why the anti-war movement has not been able to make an impact to change the course of events yet. Cases of anarchists repressed for anti-war activities are presented, as well as strategies of support for political prisoners, and modest successes in supporting their struggles.
Thumbnail picture is by MediaZona, you may read their report on anti-war arson attacks in Russia here: https://en.zona.media/article/2022/10/13/burn-map
Links:
Autonomous Action
http://Avtonom.org
Anarchist Black Cross Moscow
http://Avtonom.org/abc
Solidarity Zone
https://t.me/solidarity_zone
Memorial
https://memopzk.org/, https://t.me/pzk_memorial
OVD-Info
https://en.ovdinfo.org/antiwar-ovd-info-guide
RosUznik
https://rosuznik.org/
Uznik Online
http://uznikonline.tilda.ws/
Russian Reader
https://therussianreader.com/
ABC Irkutsk
https://abc38.noblogs.org/
Send mail to prisoners from abroad:
http://Prisonmail.online
YouTube: https://youtu.be/c5nSOdU48O8
Spotify: https://podcasters.spotify.com/pod/show/libertarianlifecoach/episodes/Russian-anarchist-and-anti-war-movement-in-the-third-year-of-full-scale-war-e2k8ai4
Jennifer Schaus and Associates hosts a complimentary webinar series on The FAR in 2024. Join the webinars on Wednesdays and Fridays at noon, eastern.
Recordings are on YouTube and the company website.
https://www.youtube.com/@jenniferschaus/videos
1. C a r r i e H a n e D e n n i s o n
D i n a L e w i s , C A E
H i l a r y M a r s h
M a g g i e S w e a r i n g e n
Building Your
Own Content
Strategy
Roadmap
December 17, 2014
#tech14LD3
2. @techconf #tech14!
Content Strategy Roadmap
1. Discovery
2. Content audit and assessment
3. Comparative content analysis *
4. Empathy-based audience personas *
5. Content creation and publishing guidelines
6. Roles, lifecycles, workflow, governance
7. Taxonomy
8. Content transformation and migration
9. Content marketing and promotions
10. Handoff, next steps
* Sometimes considered optional
15. @techconf #tech14!
• Who, what, when, where, why, and
how of publishing content online
• A strategic statement tying content
to business goals
• The people, processes, and power
to execute that statement
Definition
35. @techconf #tech14!
The <Organization>’s social intranet will:
! Collect and surface/curate critical, relevant editorial content
created by appropriate <organization> corporate
departments, divisions and employees.
! Enable and motivate employees to connect, interact and
collaborate via social features.
! Foster a culture of innovation.
38. @techconf #tech14!
< O r g a n i z a t i o n > o f f e r s _ _ _ _ _ _ _ , _ _ _ _ _ _ _
c o n t e n t t h a t h e l p s t h e m _ _ _ _ _ _ _ _ _ _ _ _ _
a n d _ _ _ _ _ _ _ _ _ _ _ _ _ b y m a k i n g _ _ _ _ _ _ _ _
f e e l _ _ _ _ _ _ _ , _ _ _ _ _ _ _ , a n d _ _ _ _ _ _ _ ,
a n d c o n v i n c i n g t h e m t o _ _ _ _ _ _ _ _ _ _ _ _ _
a n d _ _ _ _ _ _ _ _ _ _ _ _ _ .
Create a strategy
statement
adjec@ve
adjec@ve
accomplish
goal
accomplish
goal
audience
adjec@ve
adjec@ve
adjec@ve
take
desired
ac@on
VillageReach
offers
educa/onal
but
warm,
human
content
that
helps
them
increase
dona/ons
and
raise
awareness
by
making
ins/tu/onal
donors
feel
commi7ed,
capable,
and
needed,
and
convincing
them
to
give
annually
and
show
public
support.
take
desired
ac@on
45. @techconf #tech14!
N a m e o f c o n t e n t p i e c e
U R L
C o n t e n t t y p e
P e r s o n r e s p o n s i b l e
N o t e s
Things to track
46. @techconf #tech14!
A v e r a g e m o n t h l y v i s i t s
L a s t r e v i e w d a t e
C M S c o n t e n t t y p e
Tr a n s l a t i o n s
Also track
50. @techconf #tech14!
A s s o c i a t i o n s
C o m p a n i e s
S o c i a l n e t w o r k s
Identify your
competitors
51. @techconf #tech14!
S e a r c h r e s u l t s
U s a b i l i t y
Vo c a b u l a r y
C o n t e n t
Compare
52. @techconf #tech14!
C o m p a r a t i v e a u d i t f i n d i n g s
r e p o r t
! F o r m a l r e p o r t !
! P r e s e n t a t i o n !
! S p r e a d s h e e t !
! S W O T a n a l y s i s !
Outcomes
60. @techconf #tech14!
• Sounds like the organization
• Has a goal
• Uses the active voice
• Helps the reader do a task
• Is specific
• Is focused on the reader, NOT on your
organization
Effective content
61. @techconf #tech14!
• Uses subheads and bullets
• Is not in PDF format
• Uses fewer words but includes the terms
readers are looking for
Scannable content
64. @techconf #tech14!
• What do I hope to achieve from this
content?
• Who am I talking to?
• What brings those people to my site
or app? What are their top tasks? Top
questions? Conversations they want to
start?
Make sure your goals are specific,
measurable, and focused on what you
want site visitors to do.
Content is
Conversation
65. @techconf #tech14!
NO - We want to tell people how great
our services are.
YES - We want people to choose our
services.
True goal
76. @techconf #tech14!
• Articulate your brand identity and
personality
• Create a common understanding of who
your organization is
• Informs decisions about what content to
publish, what formats, what channels
Message architecture
78. @techconf #tech14!
As a group, review the deck of cards.
Thinking about your group’s “adopted”
association….
1. Sort the attributes into two piles:
- Who we are today or want to be in the future
- Who we are not!
2. Set aside the “who we are not” pile
3. If you find synonyms among the terms in
pile 1, select the one you prefer and set
aside the other one.
4. Prioritize: choose the top 5 terms.
80. @techconf #tech14!
• Content strategist
• Project manager
• Visual designer
• User experience architect
• Social media manager
• Director
Roles on a digital
team
87. @techconf #tech14!
• Why is taxonomy important
• How a recent site that was built completely using taxonomy ...
• Intranet vs. public site taxonomy
• How to extract your taxonomy
• Starter intranet taxonomy
• Using the content audit -- put the emphasis on the content owners
• Buying a taxonomy
• Use the open Calasis tool -- demo tool
• Lessons learned about taxonomy
• Synonyms
• It IS system dependent
Taxonomy (in 20 minutes!)
90. @techconf #tech14!
The Benefits of Tagging
• Improves search results
– Tags can be used to increase relevance of items in
search results
– Tags can be used to ‘facet’ search results
• Can drive personalization and aggregation
91. @techconf #tech14!
Content Planning
• How would someone want to search it?
• How would I want to categorize it?
• Who is it for?
• Should it be categorized by year or date?
• What makes my content special?
– Videos
– Webinars
– Press Releases
– White Papers
– Products
92. @techconf #tech14!
Build Your Taxonomy
• Intranet Standard Taxonomy
• Search
• Existing Content
• Industry Terminology
93. @techconf #tech14!
• Use the content audit spreadsheets and
have content owners tag their content
• Take all the tags
• De-dupe, clean, standardize
• Categorize
‘Outsourcing’
Taxonomy Planning
94. @techconf #tech14!
• WAND
• Concept Searching
• AIIM Taxonomy Training and Certification
programs
Buying a Taxonomy
Tool (or Even a
Whole Taxonomy!)
96. @techconf #tech14!
• There is a taxonomy maturity model
• Taxonomy is platform dependent –
SiteCore vs. SharePoint vs. Wordpress vs.
Drupal – oh my!
• Synonyms are important
• It’s extremely hard work
Lessons Learned
101. @techconf #tech14!
Transforming Your
Content
“In a sense, content models are perhaps the truest
form of bottom-up information architecture: by
determining what types of chunks are important and
how to link them, we make the answers embedded
in our content ‘rise to the surface.’”
—Louis Rosenfeld & Peter Morville
Information Architecture for the World Wide Web
102. @techconf #tech14!
Transforming Your
Content
• Structure—how content items will assemble
– e.g., news, author, location, price
• Type—how is it being used?
– e.g., press release for press room, author database
for journal articles
• Attributes—published & metadata
– e.g., title, abstract, taxonomy tag
http://alistapart.com/article/content-modelling-a-master-skill
116. @techconf #tech14!
Hilary Marsh
P r e s i d e n t & C h i e f
S t r a t e g i s t , C o n t e n t
C o m p a n y, I n c .
h i l a r y @ h i l a r y m a r s h . c o m
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Maggie Swearingen
S e n i o r M a n a g e r &
E x p e r i e n c e A r c h i t e c t
P r o t i v i t i
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@ m s w e a r i n g e n
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Carrie Hane
Dennison
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