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
5. Get the right content
to the right person
for the right action
6. For all associations,
the number one challenge
to membership growth is
“difficulty in communicating value or
benefit.”
—2014 Membership Marketing Benchmarking
Report
http://www.marketinggeneral.com/resources/benchmark-report/
7. Goals
• Drive member value
• Increase satisfaction
• Increase usage of our programs, products,
services, resources, and tools
8.
9. • 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
36. 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.
37. We will develop and maintain content that
helps people practice and enjoy the arts.
38. To reduce customer service center costs, we
will provide user-facing, task-based support
content that makes our professional
customers feel confident when configuring
products for their clients.
39. NAMI.org will advance the NAMI movement by
recruiting and motivating supporters and
ambassadors to:
– educate themselves and others about
mental illness and recovery
– find and access support
– contribute by donating, walking, engaging,
joining
– take action by advocating, participating,
volunteering, and sharing their stories
40.
41. Content strategy
statement
< 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 _ _ _ _ _ _ _ _ _ _ _ _ _ .
adjec8ve
adjec8ve
accomplish
goal
accomplish
goal
audience
adjec8ve
adjec8ve
adjec8ve
take
desired
ac8on
take
desired
ac8on
43. Create a strategy
statement
< 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 _ _ _ _ _ _ _ _ _ _ _ _ _ .
adjec8ve
adjec8ve
accomplish
goal
accomplish
goal
audience
adjec8ve
adjec8ve
adjec8ve
take
desired
ac8on
Example
VillageReach
offers
educa-onal
but
warm,
human
content
that
helps
them
increase
dona-ons
and
raise
awareness
by
making
ins-tu-onal
donors
feel
commi6ed,
capable,
and
needed,
and
convincing
them
to
give
annually
and
show
public
support.
take
desired
ac8on
54. Who?
• C o m p e t i t o r s
• P e e r s
• S i m i l a r o f f e r i n g s
• O t h e r i n d u s t r i e s
• S o c i a l n e t w o r k s
55. What to look at
• 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
• P r e s e n t a t i o n
• A u d i e n c e - c e n t r i c i t y
• Vo i c e a n d t o n e
• Q u a l i t y
65. • What Is It?
– A set of terms (controlled vocabulary) and content
attributes (metadata) that can be applied to content
items
– The underlying data structure of the website
• Why Use It?
– Helps describe and categorize content items
– Creates relationships among content items
– Helps make content items findable through navigation
and search
81. “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
91. Effective content
• Is focused on the reader
• Has a goal
• Helps the reader do a task
• Is relevant, timely, useful
92. Reader-Focused Content
Before
Social
security
taxes
must
be
paid
monthly
• Who
must
pay
taxes?
• Passive
voice
A5er
Employers
must
pay
social
security
taxes
monthly
• Clearly
states
who
must
pay
• Ac8ve
voice
93. Effective content
• Uses subheads and bullets
• Is not in PDF format
• Uses fewer words but includes the terms
readers are looking for
94. Content with a goal
• NO - We want to people to know that we have
courses
• YES - We want people to choose our webinars
for their continuing education
95. Content with a goal
• NO - We want to increase the views of our page
• YES - We want people to do something: Sign up
for the event, download the white paper,
subscribe to the publication
96. Help reader do something
• Who am I talking to? (Have a
conversation)
• What do they want to achieve?
• What brings those people to my site
or app? What are their top tasks? Top
questions?
103. Core
Model
Get
more
info
on
this
h"ps://gathercontent.com/resources/webinar-‐the-‐core-‐model
h"p://alistapart.com/ar8cle/the-‐core-‐model-‐designing-‐inside-‐out-‐for-‐be"er-‐results
• Designing
your
website
from
the
inside
out,
with
focus
on
the
core
tasks
users
need
to
accomplish
• Ensures
that
we’re
thinking
about
user
needs
all
the
way
through
the
website
design
process
105. Core Model
1. Iden8fy
your
cores
Business
objec-ves
and
user
tasks
2. Plan
inward
paths
How
will
people
get
to
this
page?
3. Determine
core
content
What
content
is
needed
to
achieve
the
goals
and
meet
the
needs?
4. Set
forward
paths
Where
will
the
visitor
go
next?
5. Priori8ze
You
can’t
do
everything,
decide
what
is
most
important
122. “Content marketing’s purpose is to attract
and retain customers by consistently
creating and curating relevant and valuable
content with the intention of changing or
enhancing consumer behavior.”
Content Marketing Institute