Content Strategy: The Community Strikes Back
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Slides from my presentation delivered at the Brighton Content Strategy Meetup on 24th April 2012. In it, I discuss how Content Strategy needs to adapt to online communities becoming more and more important to businesses and individuals...
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Content Strategy: The Community Strikes Back
- 1. Content Strategy & Community by @BenjMartin Originally delivered at the Brighton Content Strategy Meet-up on 24/04/12
- 2. A not-so-long time ago, in… um… the internet… I guess…
- 3. EPISODE V THE COMMUNITY STRIKES BACK
- 7. The worst thing a content manager can say to a community manager is… “Hey, would you mind posting a link to that thing we just published on the community?” A good community manager will always answer “Why?” @BenjMartin
- 8. Have idea for content Create content Although this model has good intentions, Publish it is ultimately It on ineffective… community Get traffic and @BenjMartin conversation
- 9. With the existence of the community, content strategy can now afford to (and should) become more agile… “You can have content without community and you can have a community without content but – and here’s the fun part- if you have a thriving community the community BECOMES the content.” Source: Darika Ahrens (Forrester, formerly Tempero) http://tempero.co.uk/content-strategy-vs-community-strategy @BenjMartin
- 10. That’s not to say you should just create content to pander to the community The community itself is varied, so no content will ever fully resonate However, the make-up of the community can provide guidance as to what content is the most suitable @BenjMartin
- 11. Community Managers and Content Strategists are frequently guilty of assuming people knowledgeable as they are about the subject… @BenjMartin
- 12. If you want to effectively leverage a community for your content, a good (but vague) rule of thumb is… Create BROAD-LEVEL content for traffic and conversation (it is better to patronise few and inform many than vice versa) Create HIGH-LEVEL content for niche audience acquisition and brand advocacy (but its still important to appeal to those few who know a bit more) @BenjMartin
- 13. “But what content works well on Facebook / Twitter / Google+ / blah / blah / blah?” Well, it depends on the subject matter, really, but here’s a (really) rough guide… Facebook: Stuff related to Facebook (however loosely), Photos, Videos (from YouTube), “Top 3/5/10” posts, Polls Twitter: Stuff related to Twitter (however loosely), Photos, “Top 3/5/10” posts, grabbing headlines Google+: Videos and Links (but it’s still kinda too early to tell) @BenjMartin
- 14. HOWEVER, community managers need to remember that while it’s up to the content makers to create stuff that it is suitable… It’s up to you to tell them what actually is suitable It’s up to you to frame it in properly It’s up to you to keep the conversation going It’s up to you to report back on your findings @BenjMartin
- 15. As engagement is slowly (but thankfully) becoming more important than size, and their numbers more visible, Community Managers have become more at the mercy of Content Strategists to create decent, worthwhile content. This symbiotic need for each other’s expertise has thus restored “balance to the force”. @BenjMartin
- 16. @BenjMartin