1) Content is the cornerstone of publications and includes text, graphics, audio, video and data. Publishers add value through packaging and connecting different media. 2) Content trends include expansion of multimedia, user-generated content, and constantly updated content. This requires new skills and less control by editors. 3) Effective content planning determines audience needs, key themes, and gaps to engage and profit audiences across different channels like print, web, and mobile. It is important to define audiences and their distinct needs for each channel.

1. Content Strategy for Print and Web Sites SEA 2009

2. Overview Content is the cornerstone Content trends Content planning Content review Content management 1 2 3 4 5 Content distribution Content research Summary 6 7 8

3. “ Writing is like driving sheep down a road. If there are any gates on either side, readers will exit.” C.S. Lewis

4. They started with a strong sense of mission that continues And that is why people READ your magazines .

5. Content is the Cornerstone Expanded definition: text, graphics, audio, video, data or any combination of these More attention to the “needs” of your audience The voice/lens through which you present content is very important

6. Content is the Cornerstone Publishers add value to content through delivery and packaging, connecting print, online and other media, and by “curating” and “rating” of content Curating: careful selection and presentation of content from all sources to best meet audience needs Rating: audience input on value of content, etc.

7. Content is the Cornerstone User generated content embraced by many publishers and will become more mainstream

8. Content is the Cornerstone The business impact of content planning is that it engages all stakeholders and ensures alignment, investment, and accountability around content creation and maintenance.

9. Content Trends

10. Content Trends Content Creation Expansion of multimedia content: marrying traditional print content with video, audio and graphics online Implication: Requires additional/different skills than those possessed by “traditional journalists.”

11. Content Trends Content Creation Widespread adoption of user generated content (forums, blogs, online communities) Implication: Requires a certain loss of control by editors accustomed to being gatekeepers.

12. Content Trends Content Creation Shift to constantly updated content from traditional defined publication cycle Implication: Places heavier demands on staff and requires change in mindset.

13. Content Trends Content Creation Use of third-party content to supplement content generated in-house. Implication: Requires establishing criteria and quality standards for third-party content.

14. Content Trends Content Creation Pooling of print and online resources under a “chief content officer” Implication: Requires separating "high-value activities" from "commodity-style activities" in order to reduce redundancies and focus on producing content.

15. Content Trends Content Management Trend towards bringing print and online content production together Implication: Changing organizational structure and/or creating effective collaboration matrix.

16. Content Trends Content Management Trend away from vertical editing hierarchy towards empowering frontline content creators Implication: Creating clear guidelines for content creators to follow, rather than requiring multiple layers of editing review.

17. Content Trends Content Production Highly automated single-path design and layout delivering both print and online product Implication: Once a story is written and the visual elements (photos, illustrations, media clips) are assembled, a single design and layout process creates final (or near-final) page files for both print and web delivery.

18. Content Trends Content Production Blogging platforms replacing standard production methods on websites Implication: Writers and editors can create, collaborate, edit and post online stories, photos and videos quickly and easily anytime/anywhere without any technical or design assistance, using pre-designed blog templates. They can be held as internal until approved, then quickly switched to the public side.

19. Content Trends Content Production Content easily searchable Implication: Requires meta data and tagging

20. Content Trends Content Distribution Use of multiple channels for maximum delivery of content: print, web, e-mail, RSS feeds, Twitter feeds etc content aggregators, databases Implication: Requires development of clear content strategy to match appropriate content to delivery venue. Requires sophisticated content management tools, including tagging, metadata. Requires careful control of licensing arrangements to maintain control of content while maximizing distribution.

21. Content Planning

22. Content Planning Content planning- plans for the creation, publication, and governance of useful, usable content. [It’s deciding what you are going to include and what you are going to leave out.] Key themes and messages Topics Content purpose (bridge audience needs) Content gap analysis

23. Content Planning First step is to create a clear and current definition of the primary audience segments Example: Denomination Publication Segment 1 – Pastors Segment 2 – Paid staff, church leaders Segment 3 – Educators Segment 4 – Lay person

24. Content Planning Important to note that the audience in print and online most likely do not overlap 100% What are the differences between print and online audience?

25. Content Planning Next step is to document the anticipated audience needs for each segment (reader wants) Examples: Inspiration (success) News Community How to information/education Sourcing Product/reviews

26. Content Planning Brands that thrive (versus survive) meet the needs of the audience We don’t publish (in any format) for a demographic; we meet the needs of one or more demographics Recognizing this core principal is key to creating and sustaining audiences that are engaged and profitable for publishers

27. Content Planning Matrix

28. Content Planning–Signature Content What is signature content? (example: The Week) Signature content either appears in no other publication or the writer is distinctive/prominent, etc. and thus, the content stands out within the issue The importance of signature content Differentiates your publication from all others with readers and advertisers

29. Content Planning-Print Cover What is your current cover strategy ? There is as much pressure to get a readers to pick up the issue and read it if they receive it at home as there is on the newsstand or in your place of distribution.

30. Content Planning-Tagline A tagline can “frame” the publication for first-time readers and reinforce brand/and purpose for regular/frequent readers Tagline is stronger when it speaks to emotions versus a description

31. Content Competitive Review What other publications/websites serve your audience? What type of content do they offer? Where does it come from?

33. Content Management

34. Content Management Content management defines the technologies needed to create, capture, store, deliver and preserve your content. Creation and assignment Publishing infrastructure Workflow

35. Content Management Creation and assignment-where can content come from? In-house staff Freelance contributors User generated Licensing Aggregated Links Partnerships

36. Content Management Partnership ideas for content generation: Academic institutions Non-profits Aligned member organizations Advertisers Retailers Other publishers

37. Content Management Another view of sourcing content (Don Nicholas, Mequoda) Original Recycled original articles periodicals forum threads newsletters blog posts books podcasts webinars customers white papers

38. Content Management When possible, you want to buy or secure non-exclusive rights to all content Try not to agree to where the content will be used

40. Content Distribution

41. Content Distribution Content distribution defines how and where content will be made available to users. Timing for distribution Where – print publication, digital publication, newsletters, webinars, email, podcasts, blog posts, forum threads, video, audio, mobile, events

42. Content Distribution Brand wheel Blogs Video Mobile: phone & ebooks RSS Podcasts Community/forums Events Print Periodical Data Web site(s) Widgets Digital Publication Twitter Your customer Books Annuals Email newsletters CDs

43. Content Research Stay close to your audience by measuring their needs, attitudes, opinions, and feedback (not demographic research) Conduct research print/online/events Holistic view…not just one channel Track analytics Engagement, conversion, retention Google analytics, Compete.com, Clickability.com

44. ? Questions? ? ?

45. Wrap-Up Planning enables you to leverage resources and serve your audience and mission more efficiently Affirm what’s working Take calculated risks Measure through research

46. Thank you. Sabatier Consulting LLC 607 Greenwich Street Falls Church, VA 22046 703.536.2635 www.SabatierConsulting.com