Content Framework in the Church

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Peter Frank discusses content frameworks for churches. A content framework is an organized strategy for distributing content across communication channels to guide an audience through a defined journey. It emphasizes moving audiences forward in their journey. The framework defines goals and desired movements, then creates engaging content for channels like websites, social media, email and videos to keep audiences progressing toward conversions. The key is not sending audiences backwards by ensuring each message provides a call to action moving them forward.

Technology

Content Framework in the Church
Peter Frank

Peter Frank
 Senior Manager, Marketing
Concordia Publishing House
 peter.frank@cph.org
 (314) 268-1408
 peterfrank235
 Married to Laura (10 years this week!)
 Two kids: Sawyer and Melody
 Built first church website 17 years ago
 Degree in theological languages

What Is a Content Framework?
It’s an organized manner of distributing
your content across all your communication
channels to lead your audience through
a defined journey map.

What Is a Content Framework?
A strategy for sharing content.

Definitions
Content: The value you are sharing.
(e.g., text, photo, video)
Channels: The places you share content.
(e.g., social, email, website)
Framework: The way you choose what content to
share on each channel.

OUTPOSTS CONVERSATIONS
SHORT FORMAT, TWO-WAY COMMUNICATION

MEDIA EMPIRE
CORRESPONDENCE
LONG FORMAT, ONE-WAY COMMUNICATION

OUTPOSTS CONVERSATIONS
Social and search, organic and paid
MEDIA EMPIRE CORRESPONDENCE
Video, blog, and emails
HOME BASE CONVERSIONS
Website

Why Is This Important?
Emphasizes movement on the journey map.
Downplays the importance of any one channel.
Gives each channel a specific purpose.
Gives each message a call-to-action.

Framework in Action
CONVERSIONS
WEBSITE
HOME BASE
CONVERSATIONS
SEARCH PPC
OUTPOSTS
CORRESPONDENCE
BLOG EMAIL
MEDIA EMPIRE

Using the Content Framework
Define the end goal and work backwards.
Establish desired movements.
Create enough appropriate content.
Keep it interesting to engage the reader.

You Have One Job. . . .
Don’t send your audience backwards.

You Have One Job. . . .
Move your audience forward.

Thank You!
Peter Frank
peter.frank@cph.org
(314) 268-1408
peterfrank235

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Content Framework in the Church

1. Content Framework in the Church Peter Frank

2. Peter Frank  Senior Manager, Marketing Concordia Publishing House  peter.frank@cph.org  (314) 268-1408  peterfrank235  Married to Laura (10 years this week!)  Two kids: Sawyer and Melody  Built first church website 17 years ago  Degree in theological languages

3. What Is a Content Framework? It’s an organized manner of distributing your content across all your communication channels to lead your audience through a defined journey map.

4. What Is a Content Framework? A strategy for sharing content.

5. Definitions Content: The value you are sharing. (e.g., text, photo, video) Channels: The places you share content. (e.g., social, email, website) Framework: The way you choose what content to share on each channel.

6. OUTPOSTS CONVERSATIONS SHORT FORMAT, TWO-WAY COMMUNICATION

7. MEDIA EMPIRE CORRESPONDENCE LONG FORMAT, ONE-WAY COMMUNICATION

8. HOME BASE CONVERSIONS CHURCH WEBSITE

9. OUTPOSTS CONVERSATIONS Social and search, organic and paid MEDIA EMPIRE CORRESPONDENCE Video, blog, and emails HOME BASE CONVERSIONS Website

10. Why Is This Important? Emphasizes movement on the journey map. Downplays the importance of any one channel. Gives each channel a specific purpose. Gives each message a call-to-action.

11. Framework in Action CONVERSIONS WEBSITE HOME BASE CONVERSATIONS SEARCH PPC OUTPOSTS CORRESPONDENCE BLOG EMAIL MEDIA EMPIRE

12. Using the Content Framework Define the end goal and work backwards. Establish desired movements. Create enough appropriate content. Keep it interesting to engage the reader.

13. You Have One Job. . . . Don’t send your audience backwards.

14. You Have One Job. . . . Move your audience forward.

15. Thank You! Peter Frank peter.frank@cph.org (314) 268-1408 peterfrank235

Content Framework in the Church

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