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.
This document discusses the symbiotic relationship between content strategy and social media. It notes that without great content, social media has no purpose, and without social media, content reach will be limited. It then provides overviews of major social media platforms like Facebook, Twitter, Instagram, LinkedIn, and YouTube, discussing their demographics, best practices, and challenges. It emphasizes that defining goals, understanding audiences, establishing baselines, creating engaging content, monitoring and measuring are keys to successful social media strategies that can also inform content development.
The traditional advertising model is under pressure. Advertising is evolving towards content marketing: instead of a big bang, campaign-only, approach, companies should evolve to an always-on model in which content plays a very important role.
This paper gives our view on content marketing. See it as a pragmatic way to start with content marketing in your company. This approach is created based on market research our company InSites Consulting conducted during the last year.
This document summarizes a workshop on content strategy given by James Callan. The workshop introduced content strategy and discussed key concepts like the content inventory and audit. It was explained that content strategy involves evaluating existing content, designing new content, and executing an ongoing content plan. Various tools for content strategy were also outlined, including message architecture, editorial style guides, templates, and editorial calendars. The workshop emphasized that content strategy is a long-term process focused on creating and maintaining useful, usable content over time.
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.
The 6-step content strategy document outlines a process for developing a content plan. The steps include: 1) narrowing down goals, 2) defining the audience, 3) finding relevant medias, 4) creating content modules, 5) adding and selecting content for the modules, and 6) scheduling and executing the content across quarters and different medias.
Content Strategy is Not Content MarketingRich Schwerin
While content strategy and content marketing are two different practices, both are integral for success. In this short deck, prepared for the San Mateo B2B Bloggers Meetup, I outline some of the differences and similarities between content strategy and content marketing, shine a spotlight on mavens Kristina Halvorson and Joe Pulizzi, and recommend next steps.
The document outlines steps for developing a successful social media campaign, including getting involved in social networks, creating guidelines and assets, developing engaging content, distributing and promoting content, and measuring results. It also provides examples of how companies like Salesforce, Amazon, and eBay benefit from social media and APIs. The overall document provides strategic recommendations for planning and executing a social media campaign.
The frameworks in this document are probably most helpful for those who are already familiar with or practice content strategy. They also represent the ones we particularly like and use the most here at KBS. We hope you find them useful.
This document discusses the symbiotic relationship between content strategy and social media. It notes that without great content, social media has no purpose, and without social media, content reach will be limited. It then provides overviews of major social media platforms like Facebook, Twitter, Instagram, LinkedIn, and YouTube, discussing their demographics, best practices, and challenges. It emphasizes that defining goals, understanding audiences, establishing baselines, creating engaging content, monitoring and measuring are keys to successful social media strategies that can also inform content development.
The traditional advertising model is under pressure. Advertising is evolving towards content marketing: instead of a big bang, campaign-only, approach, companies should evolve to an always-on model in which content plays a very important role.
This paper gives our view on content marketing. See it as a pragmatic way to start with content marketing in your company. This approach is created based on market research our company InSites Consulting conducted during the last year.
This document summarizes a workshop on content strategy given by James Callan. The workshop introduced content strategy and discussed key concepts like the content inventory and audit. It was explained that content strategy involves evaluating existing content, designing new content, and executing an ongoing content plan. Various tools for content strategy were also outlined, including message architecture, editorial style guides, templates, and editorial calendars. The workshop emphasized that content strategy is a long-term process focused on creating and maintaining useful, usable content over time.
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.
The 6-step content strategy document outlines a process for developing a content plan. The steps include: 1) narrowing down goals, 2) defining the audience, 3) finding relevant medias, 4) creating content modules, 5) adding and selecting content for the modules, and 6) scheduling and executing the content across quarters and different medias.
Content Strategy is Not Content MarketingRich Schwerin
While content strategy and content marketing are two different practices, both are integral for success. In this short deck, prepared for the San Mateo B2B Bloggers Meetup, I outline some of the differences and similarities between content strategy and content marketing, shine a spotlight on mavens Kristina Halvorson and Joe Pulizzi, and recommend next steps.
The document outlines steps for developing a successful social media campaign, including getting involved in social networks, creating guidelines and assets, developing engaging content, distributing and promoting content, and measuring results. It also provides examples of how companies like Salesforce, Amazon, and eBay benefit from social media and APIs. The overall document provides strategic recommendations for planning and executing a social media campaign.
The frameworks in this document are probably most helpful for those who are already familiar with or practice content strategy. They also represent the ones we particularly like and use the most here at KBS. We hope you find them useful.
Training: The Missing Element of Content GovernanceRick Allen
When we think about content governance, we tend to consider roles, responsibilities, workflow, and documentation. But there’s an element to content governance that is equally important and often overlooked: training.
Fundamentally, content governance requires educating everyone involved in the publishing process—including content planning, creation, editing, publishing, and measurement. All this while considering numerous publishing channels and communication goals. To be successful, content relies on a cultural support for governance with active sharing and learning.
Building a content governance culture means we all need to be teachers—and students.
• Learn to assess content governance readiness, including existing expertise and knowledge gaps.
• Find out how to strengthen your content governance plan by making good use of staff resources.
• See how to create a scalable content governance training model.
• Discover how to foster a content culture and empower content contributors to do great work.
Hello all, I have tried to collate the basics of social media content strategy that can be applied in any situation. Use them and let me know if they helped you in any way. I am more than happy to take any feedback about how to improve the content if you have any sugegstions.
The document outlines the key steps for developing a content strategy:
1. Identify who will be responsible for content strategy.
2. Collaborate with others in the organization on content needs and goals.
3. Define the types of content needed to meet organizational goals and user needs.
4. Establish processes for content creation, review, and governance.
5. Measure the performance of content to ensure organizational goals are being met.
In this presentation, Joe Pulizzi details why content marketing has taken center stage, looks at the latest content marketing research, and shares case studies looking at five content strategies that separate the good from great content marketing professionals.
Create a Content Marketing Strategy Your Customers will LOVE, in 7 StepsJay Baer
The document outlines a 7-step process for creating an effective content marketing strategy: 1) Define objectives, 2) Identify your brand's unique value proposition, 3) Establish metrics for measurement, 4) Profile target audiences, 5) Research audience needs, 6) Plan appropriate content formats, and 7) Develop an amplification plan to promote content. The strategy emphasizes understanding audiences, creating useful content, and distributing content through multiple channels to meet business goals such as increasing awareness, sales, or loyalty.
Kristina Halvorson defines content strategy as planning for the creation, delivery, and governance of useful, usable content. She discusses how content strategy has evolved since she first wrote about it in 2009. Content strategy involves considering substance, structure, workflow, and governance of content. It defines what efforts will be focused on and sets boundaries for what will and will not be done. A content strategy is the path to meeting goals and priorities what content initiatives will and will not be pursued. The content strategy process involves assessment, analysis, architecture, implementation, and maintenance.
Does your marketing strategy satisfy you? We offer content marketing manual, that shows all the necessary tips to implement to make your strategy the most efficient. Enjoy our comic strip!
Hero Hub Help - YouTube Content Strategy For BrandsBrendan Gahan
Full blog post here - http://brendangahan.com/youtube-channel-strategy-hero-hub-help/
A brief overview of the Hero, Hub, Help YouTube Content Strategy,
This document provides tips for using SEO data to fuel a content marketing strategy. It discusses using keyword research tools like Rank Tracker to collect, filter and analyze keyword trends to find topic ideas. It recommends borrowing ideas from competitors' highest traffic pages and updating old, underperforming content. The document also explains how to match content types like guides, listicles and videos to different search intents. Finally, it provides tips for optimizing content for search through techniques like adding keywords, metadata and captions for videos. The overall goal is to create engaging, search-friendly content that attracts organic traffic.
This document provides a summary of content strategy concepts and best practices. It discusses how content strategy guides plans for creating, delivering, and governing content to achieve business goals. It also covers defining the substance and structure of content, establishing workflows and ownership, and using tools like content audits, style guides, and governance policies. The document recommends resources like books, websites, and people in the field to learn more about developing an effective content strategy.
2022 has been a whirlwind of a year for the SEO industry, and there’s no sign of slowing down.
This year alone, Google dropped eight confirmed and several unconfirmed updates – leaving many businesses scrambling to keep up.
With so much volatility, how can you adapt your SEO strategy to keep it fresh and relevant?
How will this year’s algorithm changes affect your 2023 SEO strategy?
How can you prepare for Google’s next move and get ahead of the curve?
In our next webinar, Pat Reinhart, VP of Customer Success at Conductor, discusses how to handle frequent algorithm changes and market shifts.
We’ll recap the biggest SEO insights of this year, share some expert predictions based on 2022’s algorithm updates, and uncover what next year may hold.
Key Takeaways:
What a crazy 2022 for Google means for 2023.
How the growth of social media search will impact strategy in 2023.
What the popularity of visual search will mean going forward.
If you struggled keeping up with this year’s constant changes, the SEO predictions you’ll discover in this webinar could be a game-changer for your business.
Are you ready to optimize your SEO strategy to stay competitive in 2023?
100 ways to get 1 million website trafficWebsite Vidya
Most bloggers dream of having a highly popular blog where they can generate revenue from Google AdSense & other advertising networks. However, dreaming about it won’t get everyone there unless or until having good traffic.
Find More Such Tips on Official Website:
http://www.websitevidya.com/
The document is a technical SEO audit report for a client site that examines the site's search engine visibility and ranking factors. It provides grades and notes for various categories including domain health, keywords, page structure, site content, linking, and technical aspects. It identifies opportunities for improvement such as optimizing current content, fixing technical issues, improving internal linking, optimizing the blog, expanding content, updating the XML sitemap, and consolidating domain authority. The report also provides prioritized recommendations for addressing the identified issues.
Are you trying to find ways to better communicate your brand, connect with your audience, help your clients’ tactical decisions align with their marketing goals, or minimize rounds of revision to optimize your project budget? Content strategy can help. If you rock design, IA, content development, social media, or other areas of marketing, media, or advertising, let’s talk. Learn how you can incorporate insights from this aspect of user experience design into your next content-related project. We'll discuss how the questions that a content strategist brings to the table can enrich your deliverables and benefit your end users—and how you can integrate content strategy into your next pitch, RFP, marketing plan or creative process.
Presented at Content Strategy Portland, #CSPDX, October 14, 2010.
The document discusses strategies for developing an effective social media content strategy. It recommends starting with user research to understand customer needs and goals. It then suggests holding a messaging workshop to define the goals, audience, voice, tone, timing and keywords for social media content. The strategy should consider where content will live on and off site and get stakeholder buy-in. It stresses the importance of an ongoing process of creating and engaging with customers, as well as measuring and adapting the strategy based on data.
Six Steps to Building a Content StrategyErin Norvell
The document outlines the six steps to developing an effective content strategy:
1. Conduct an audit of existing content.
2. Conduct internal and external analyses to understand business needs, audiences, competitors.
3. Create a core strategy statement that defines goals and what content will be produced.
4. Define the substance of content by determining what high-value content to offer audiences.
5. Structure content for success by prioritizing, formatting, and designing for different channels.
6. Develop workflows and governance for content creation, maintenance, and review processes.
The document outlines a social media strategy proposal for an academy. It includes a situational analysis of current performance on Facebook and recommendations. The strategy proposes segmenting audiences by demographics, motivations and behaviors. It recommends positioning the academy as the most experienced and trusted place for training. The tactical plan includes improving Facebook, starting pages on other platforms, and video/influencer campaigns to reach goals of 10,000 Facebook likes and 1,000+ followers elsewhere by early 2021.
In this Expert Session, Kirk Williams gives us a great introduction to Shopping Ads for Bing and Google. Shoppings Ads are becoming more and more important to eCommerce and Kirk shows us why: they can be some of the most effective ads out there when executed correctly.
Kirk shows us tips, tricks and strategies to optimize these ads for a hefty return on your ad budget. You'll learn how to find the best keywords to use and you'll see the technology used by everyone from the smallest online stores to the biggest e-commerce giants like Wal-Mart and Amazon. Kirk will show you where to focus your energy to get the biggest return on your biggest investment: your time.
Starbucks aims to increase engagement of their target Generation Y audience through a digital media campaign utilizing social media contests and promotions, a mobile app rewards program, and consistent branded content across platforms to drive traffic and positive word-of-mouth advertising. Key performance indicators include growth in social media followers and engagement as well as website and mobile app usage. The campaign budget allocates $8.5 million, or 9% of the total advertising budget, towards these digital initiatives.
This document summarizes a presentation about creating content pillars for SEO. It discusses how search engines and user behavior have changed, requiring a new approach to content strategy focused on building comprehensive content pillars around core topics. It then outlines the 7 steps to reverse engineer a content pillar: 1) choose a core topic, 2) identify subtopics, 3) create blog posts, 4) assemble content into a downloadable offer, 5) build a resource page, 6) link relevant content, and 7) create access to the page. An example of creating a text analysis content pillar for a company called Etuma is provided.
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
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.
Training: The Missing Element of Content GovernanceRick Allen
When we think about content governance, we tend to consider roles, responsibilities, workflow, and documentation. But there’s an element to content governance that is equally important and often overlooked: training.
Fundamentally, content governance requires educating everyone involved in the publishing process—including content planning, creation, editing, publishing, and measurement. All this while considering numerous publishing channels and communication goals. To be successful, content relies on a cultural support for governance with active sharing and learning.
Building a content governance culture means we all need to be teachers—and students.
• Learn to assess content governance readiness, including existing expertise and knowledge gaps.
• Find out how to strengthen your content governance plan by making good use of staff resources.
• See how to create a scalable content governance training model.
• Discover how to foster a content culture and empower content contributors to do great work.
Hello all, I have tried to collate the basics of social media content strategy that can be applied in any situation. Use them and let me know if they helped you in any way. I am more than happy to take any feedback about how to improve the content if you have any sugegstions.
The document outlines the key steps for developing a content strategy:
1. Identify who will be responsible for content strategy.
2. Collaborate with others in the organization on content needs and goals.
3. Define the types of content needed to meet organizational goals and user needs.
4. Establish processes for content creation, review, and governance.
5. Measure the performance of content to ensure organizational goals are being met.
In this presentation, Joe Pulizzi details why content marketing has taken center stage, looks at the latest content marketing research, and shares case studies looking at five content strategies that separate the good from great content marketing professionals.
Create a Content Marketing Strategy Your Customers will LOVE, in 7 StepsJay Baer
The document outlines a 7-step process for creating an effective content marketing strategy: 1) Define objectives, 2) Identify your brand's unique value proposition, 3) Establish metrics for measurement, 4) Profile target audiences, 5) Research audience needs, 6) Plan appropriate content formats, and 7) Develop an amplification plan to promote content. The strategy emphasizes understanding audiences, creating useful content, and distributing content through multiple channels to meet business goals such as increasing awareness, sales, or loyalty.
Kristina Halvorson defines content strategy as planning for the creation, delivery, and governance of useful, usable content. She discusses how content strategy has evolved since she first wrote about it in 2009. Content strategy involves considering substance, structure, workflow, and governance of content. It defines what efforts will be focused on and sets boundaries for what will and will not be done. A content strategy is the path to meeting goals and priorities what content initiatives will and will not be pursued. The content strategy process involves assessment, analysis, architecture, implementation, and maintenance.
Does your marketing strategy satisfy you? We offer content marketing manual, that shows all the necessary tips to implement to make your strategy the most efficient. Enjoy our comic strip!
Hero Hub Help - YouTube Content Strategy For BrandsBrendan Gahan
Full blog post here - http://brendangahan.com/youtube-channel-strategy-hero-hub-help/
A brief overview of the Hero, Hub, Help YouTube Content Strategy,
This document provides tips for using SEO data to fuel a content marketing strategy. It discusses using keyword research tools like Rank Tracker to collect, filter and analyze keyword trends to find topic ideas. It recommends borrowing ideas from competitors' highest traffic pages and updating old, underperforming content. The document also explains how to match content types like guides, listicles and videos to different search intents. Finally, it provides tips for optimizing content for search through techniques like adding keywords, metadata and captions for videos. The overall goal is to create engaging, search-friendly content that attracts organic traffic.
This document provides a summary of content strategy concepts and best practices. It discusses how content strategy guides plans for creating, delivering, and governing content to achieve business goals. It also covers defining the substance and structure of content, establishing workflows and ownership, and using tools like content audits, style guides, and governance policies. The document recommends resources like books, websites, and people in the field to learn more about developing an effective content strategy.
2022 has been a whirlwind of a year for the SEO industry, and there’s no sign of slowing down.
This year alone, Google dropped eight confirmed and several unconfirmed updates – leaving many businesses scrambling to keep up.
With so much volatility, how can you adapt your SEO strategy to keep it fresh and relevant?
How will this year’s algorithm changes affect your 2023 SEO strategy?
How can you prepare for Google’s next move and get ahead of the curve?
In our next webinar, Pat Reinhart, VP of Customer Success at Conductor, discusses how to handle frequent algorithm changes and market shifts.
We’ll recap the biggest SEO insights of this year, share some expert predictions based on 2022’s algorithm updates, and uncover what next year may hold.
Key Takeaways:
What a crazy 2022 for Google means for 2023.
How the growth of social media search will impact strategy in 2023.
What the popularity of visual search will mean going forward.
If you struggled keeping up with this year’s constant changes, the SEO predictions you’ll discover in this webinar could be a game-changer for your business.
Are you ready to optimize your SEO strategy to stay competitive in 2023?
100 ways to get 1 million website trafficWebsite Vidya
Most bloggers dream of having a highly popular blog where they can generate revenue from Google AdSense & other advertising networks. However, dreaming about it won’t get everyone there unless or until having good traffic.
Find More Such Tips on Official Website:
http://www.websitevidya.com/
The document is a technical SEO audit report for a client site that examines the site's search engine visibility and ranking factors. It provides grades and notes for various categories including domain health, keywords, page structure, site content, linking, and technical aspects. It identifies opportunities for improvement such as optimizing current content, fixing technical issues, improving internal linking, optimizing the blog, expanding content, updating the XML sitemap, and consolidating domain authority. The report also provides prioritized recommendations for addressing the identified issues.
Are you trying to find ways to better communicate your brand, connect with your audience, help your clients’ tactical decisions align with their marketing goals, or minimize rounds of revision to optimize your project budget? Content strategy can help. If you rock design, IA, content development, social media, or other areas of marketing, media, or advertising, let’s talk. Learn how you can incorporate insights from this aspect of user experience design into your next content-related project. We'll discuss how the questions that a content strategist brings to the table can enrich your deliverables and benefit your end users—and how you can integrate content strategy into your next pitch, RFP, marketing plan or creative process.
Presented at Content Strategy Portland, #CSPDX, October 14, 2010.
The document discusses strategies for developing an effective social media content strategy. It recommends starting with user research to understand customer needs and goals. It then suggests holding a messaging workshop to define the goals, audience, voice, tone, timing and keywords for social media content. The strategy should consider where content will live on and off site and get stakeholder buy-in. It stresses the importance of an ongoing process of creating and engaging with customers, as well as measuring and adapting the strategy based on data.
Six Steps to Building a Content StrategyErin Norvell
The document outlines the six steps to developing an effective content strategy:
1. Conduct an audit of existing content.
2. Conduct internal and external analyses to understand business needs, audiences, competitors.
3. Create a core strategy statement that defines goals and what content will be produced.
4. Define the substance of content by determining what high-value content to offer audiences.
5. Structure content for success by prioritizing, formatting, and designing for different channels.
6. Develop workflows and governance for content creation, maintenance, and review processes.
The document outlines a social media strategy proposal for an academy. It includes a situational analysis of current performance on Facebook and recommendations. The strategy proposes segmenting audiences by demographics, motivations and behaviors. It recommends positioning the academy as the most experienced and trusted place for training. The tactical plan includes improving Facebook, starting pages on other platforms, and video/influencer campaigns to reach goals of 10,000 Facebook likes and 1,000+ followers elsewhere by early 2021.
In this Expert Session, Kirk Williams gives us a great introduction to Shopping Ads for Bing and Google. Shoppings Ads are becoming more and more important to eCommerce and Kirk shows us why: they can be some of the most effective ads out there when executed correctly.
Kirk shows us tips, tricks and strategies to optimize these ads for a hefty return on your ad budget. You'll learn how to find the best keywords to use and you'll see the technology used by everyone from the smallest online stores to the biggest e-commerce giants like Wal-Mart and Amazon. Kirk will show you where to focus your energy to get the biggest return on your biggest investment: your time.
Starbucks aims to increase engagement of their target Generation Y audience through a digital media campaign utilizing social media contests and promotions, a mobile app rewards program, and consistent branded content across platforms to drive traffic and positive word-of-mouth advertising. Key performance indicators include growth in social media followers and engagement as well as website and mobile app usage. The campaign budget allocates $8.5 million, or 9% of the total advertising budget, towards these digital initiatives.
This document summarizes a presentation about creating content pillars for SEO. It discusses how search engines and user behavior have changed, requiring a new approach to content strategy focused on building comprehensive content pillars around core topics. It then outlines the 7 steps to reverse engineer a content pillar: 1) choose a core topic, 2) identify subtopics, 3) create blog posts, 4) assemble content into a downloadable offer, 5) build a resource page, 6) link relevant content, and 7) create access to the page. An example of creating a text analysis content pillar for a company called Etuma is provided.
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
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.
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
This document discusses how associations can maximize the value of their content investments. It notes that associations typically create content in silos by department rather than strategically planning content together based on goals and audience needs. To get the most value from content, the document recommends that associations: 1) plan content creation together across departments; 2) repurpose existing content and add cross-links between pieces; and 3) actively curate existing content on their own websites and channels to showcase value to members. Creating content in a coordinated, repurposed, and curated way allows associations to avoid duplication and ensure all content is working towards common goals.
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.
This document discusses the importance of content in online marketing and provides strategies for developing an effective content plan. It outlines four pillars of online marketing: website, search, social media, and self-service. It emphasizes that quality content attracts and engages visitors by informing and retaining them. The document recommends conducting research and analytics to understand audiences and determine which content is most effective at driving goals like increasing patient volume. It stresses the importance of developing a comprehensive content strategy to facilitate understanding audiences, building relationships, and governing sustainable content over the long term.
What Content Marketing Is All About And Why It MattersBuiltvisible
An introduction to content marketing, with everything you need to get started. Learn how to research your audience, find out what they need, and then execute a campaign to maximise your brand exposure.
This document outlines a webinar presentation on using content strategy to attract and retain association members. It discusses what content strategy is, how it can solve problems associations face, and provides suggestions on how to implement an effective content strategy. Specifically, content strategy is defined as planning the who, what, when, where, why and how of publishing content online to achieve business goals. It can help solve issues like hard to find information, siloed content, and an inability to communicate value to members. The document recommends shifting to an audience-focused approach and treating content strategy as change management.
This document summarizes the past, present and future of content strategy. It describes how content strategy has evolved from early websites organized by department and message to a more user-centered approach considering audience needs. Today, content strategists help align content with business goals and audience understanding. Looking ahead, content strategy will become more tailored to individual organizations and focus on connecting content and building relationships with audiences. Content strategists are helping lead organizational change by making sense of information and delivering it effectively.
My presentation of Content Strategy and Content Strategist responsibilities to the team of the Division Director of The Creative Group, a Robert Half company. The team was made up of 40+ Account Managers and Recruiters from TCG across the country. Note: When I give a presentation, I don't read my slides. I have an entirely separate script prepared with additional information, and real life examples, to go with each and every slide.
Adopting Education Strategy to Jump-Start Member EngagementEvent Garde LLC
Aaron delivered this presentation as part of The New World of Member Engagement Webinar Series sponsored by Young Association Professionals, Aggregage, Association Universe and Infinite Conferencing on Wednesday, Jan. 16, 2013.
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
Beyond Cats: The basics of successful content marketingDeirdre Walsh
It's no secret that cats rule the internet; however, not every web asset can leverage these cyber stars. This presentation shares the 6 steps needed to build and optimize a successful content marketing program.
The open academic: Why and how business academics should use social media to ...Ian McCarthy
Abstract: The mission of many business schools and their researchers is to produce research that that impacts how business leaders, entrepreneurs, managers, and innovators, think and act. However, this mission remains an elusive ideal for many business school academics because they struggle to design and produce research capable of overcoming the "research-practice gap." To help those scholars address this gap, we explain why and how they should use social media to be more 'open' to connecting with, learning from, and working with academics and other stakeholders outside of their field. We describe how social media can be used as a boundary-spanning technology to help bridge the research-practice gap. To do this, we present a process model of five research activities: networking, framing, investigating, dissemination, and assessment. Using recently published research as an illustrative example, we describe how social media was used to make each activity more open. We conclude with a framework of different social media-enabled open academic approaches (connector, observer, promoter, and influencer) and some dos and don'ts for engaging in each approach. This paper aims to help business academics rethink and change their practices so that our profession is more widely regarded for how its research positively impacts practice and societal well-being more generally.
This document provides an agenda for a teacher professional development session on media literacy. The agenda includes housekeeping items, a review of assignments, professional learning conversations, presentations on critical media literacy strategies and concepts, a social media book presentation, protecting students from fake news, and a closing circle. Key topics covered are the five concepts of media literacy - constructions, beliefs and values, audience, intent, and form. Hands-on activities include analyzing tobacco ads using the concepts and reviewing curriculum expectations.
Discover the latest tools, technologies and trends shaping content strategy for forward-thinking marketers in 2023 and beyond! You'll find out which tools & technologies are right for your company...right now. You'll find out which influencers and thought leaders you need to connect with to expand your own influence. You'll see exactly what types of content you should be producing right now...and why.
This document provides strategies for enhancing a nonprofit's online presence through social media. It discusses how to become a "networked nonprofit" by listening and engaging with networks to achieve outcomes. It emphasizes using social media and online tools to further an organization's mission. The document then provides tips on developing an effective social media strategy, including assessing audiences, setting objectives, creating engaging content, activating champions, and selecting appropriate channels. It stresses using storytelling and developing a consistent content creation process.
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.
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.
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
This document summarizes a presentation on content strategy for associations. It discusses how associations are adopting content strategy at different levels - beginning, intermediate and advanced. At the beginning level, associations focus on tactics and planning. The intermediate level executes strategy but faces challenges around alignment. Advanced associations operate strategically by meeting member needs through content. Challenges include evolving strategies and preventing complacency. The presentation provides examples and advice for moving associations along the content strategy adoption spectrum.
This document summarizes key findings from research on content strategy practices among associations. It finds that while many associations produce a large amount of content, few take a strategic approach, resulting in diluted impact and difficulties with prioritization and findability. Effective content strategy connects organizational goals with user-focused content creation across departments. High-performing associations adopt a strategic, cross-functional approach, prioritizing member needs over individual departments. The research highlights that content strategy provides value when connected to goals and supported by buy-in and appropriate resources.
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.
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.
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.
1. Associations publish a wide variety of content including product data, reports, press releases, news stories, bios, meeting agendas, event information, course details, policies, FAQs, and mission statements.
2. Content should have a clear goal in order to know if it is succeeding, such as meeting business goals or satisfying user needs. Goals should be measurable through key performance indicators (KPIs).
3. Identifying goals for content involves asking "why" the content is being published and determining what constitutes success, which can then be measured and used to refine future content.
A successful content ecosystem takes connections connected content, people, and systems. Does that describe your organization? We didn’t think so.
At many organizations, content is created in silos, powered by politics, and not driven by success metrics. It might be outdated or contradictory, have different voices, or be disconnected from audience needs. In those instances, content is a drain and an expense, rather than an asset.
This presentation reveals how organizations of different types and sizes created content ecosystems that transformed their content into assets that deliver member value and drive organizational success. It also shows what a successful content ecosystem looks like; what it looks like when content, people, and systems are not connected; and how to create the content ecosystem that is right for your organization.
This presentation covers a three-step process for making your content more successful: determine your goals, make them measurable, and measure/tweak/report/evolve
The better you understand your content and content owners, the more effectively you can analyze your content and make it better for the long term. This workshop covers common content challenges and the organizational issues that cause them, and then delves into how to create the right kind of inventory and analysis that drive improvements.
Legal services organizations produce a lot of content, and have an opportunity to create and manage it strategically. Having sound content strategy practices, supported with governance, is key to making their content more successful in educating consumers to solve their legal problems.
Your organization's content is a connector: A connector of your organization to your audience, and of peers in different disciplines across an organization. Content strategy is the key to making those connections happen in a sustainable fashion, and collaboration is at the very heart of it.
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2. What is content?
• Executive biographies
• Product details
• Marketing collateral
• Press releases
• Program information
• Membership details
• Journal articles
• Advocacy issue updates
• Support content
• Etc., etc., etc.
3. Content takes different forms
• Web pages
• Blog posts
• Infographics
• Images
• PDFs
• Video
• Audio
• Articles
• Brochures
• Reports
• Social media posts
• Podcasts
• Courses
• Etc., etc., etc.
8. Multiple parts
• A strategic statement tying content to business
goals
• Guidelines and policies: Who, what, when, where,
why, and how of publishing content
• Defining people, roles, and processes
11. Foundational tenets
1. Content creators & SMEs have a common understanding
of what key audiences want, and how their content helps
deliver that.
2. Content creators & SMEs have a common understanding
of the org’s goals are and how their content contributes to
them.
3. Content creators & SMEs share their content in a
consistent, effective way
12. Principles
• The organization creates content that its audiences want
• The organization creates content that helps it meet its goals
• Content has success metrics and is measured against those
• Content that is no longer relevant is no longer available
• Content is promoted, surfaced, and cross-linked based on its topic,
not its source
• Content is created in the organization’s voice
• The organization manages content platforms, tools, and channels
in a way that ensures their effectiveness
31. Typical project flow
1. Understand organization and project goals
2. Understand the dynamics and goals of top-priority
audiences
3. Audit and assess content
4. Analyze content from competitive organizations
5. Develop content creation and publishing guidelines
6. Identify roles, content lifecycles, workflow, governance
models
32. Typical project flow
7. Facilitate the creation of a single, organization-wide
taxonomy
8. Plan for content transformation and migration
9. Create a framework for content planning and promotions
10. Determine staffing needs
11. Plan for sustainability