What exactly is "content" and why do you need it. Get the basics you need to understand content and explain it internal audiences. Applicable to any organisation with a serious communications or public affairs programme.

1. Understanding “content” and
explaining it within your organisation

2. Achieving the drumbeat
What is (good) content?
How do you know your org needs content?
The content elevator pitch
In this deck

3. Achieving the drumbeat
What is (good) content?
How do you know your org needs content?
The content elevator pitch
In this deck

4. Every organisation has something to say.
But they're used to only a few ways of
saying it.

5. Every organisation has something to say.
But they're used to only a few ways of
saying it.
Meetings
Events
A corporate blog
An occasional tweet

6. This leads to outreach strategies that look
like this.

7. What we actually want is a steady 'drumbeat'
of information flow.

8. We want to build and sustain
momentum for our messages.

9. We want to build and sustain
momentum for our messages.
And content (aka owned media) is
one way of doing that.

10. Achieving the drumbeat
What is (good) content?
How do you know your org needs content?
The content elevator pitch
In this deck

11. What is content?

12. What is content = the proof points ofcontent = a stupid word that means
everything and nothing.

13. What is content = the proof points ofcontent = the proof points of
your messages released on a slow drip.

14. What is content = your proof points told
through stories that are directly
relevant to and relatable for your
audience.
Good

15. What is content = your proof points told
through stories that give your
audience a reason to stay tuned.
Good

16. "Tweet the way you want to be tweeted. I
listen to lobbyists who are credible, useful
and use facts."
-MEP Marietje Schaake
EPACA social media panel
5 Feb 2015

17. What is content = your proof points told
through stories that keep your
organisation/issue top of mind.
Good

18. What does good content look like?

19. What does good content look like?

20. What does good content look like?

21. How can me make sure the right
audience sees this good content?
good content
+ a smart, targeted (paid) social strategy

22. How can me make sure the right
audience sees this good content?
good content
+ a smart, targeted (paid) social strategy
measurable ROI

23. Achieving the drumbeat
What is (good) content?
How do you know your org needs content?
The content elevator pitch
In this deck

24. If your leadership says:
"We need media coverage."

25. If your leadership says:
You might say:
"We need media coverage."
"We should explore a mix of paid, earned, shared
and owned media. With owned and shared media
we can target distribution through social
channels to get the right eyes on it."

26. If your leadership says:
“We want to do meetings and events."

27. If your leadership says:
You might say:
“We want to do meetings and events."
"We should explore ways of keeping our
messages top of mind between those meetings
and events."

28. If your leadership says:
You might say:
“We're new to Twitter, what should we tweet?"
"It’s best to say something original, useful and
relatable…and to keep saying it."

29. If you're leadership says:
“Ok we’re on board with content – but how do
we know our audience will see it?"

30. If your leadership says:
You might say:
“Ok we’re on board with content – but how do
we know our audience will see it?"
"We can use platforms like LinkedIn, Twitter and
Facebook to target audiences based on
Age, seniority level, industry, gender, location,
marital status, parental status, and interests."

31. The content elevator pitch
• We can make our point to policymakers (or other stakeholders) at
meetings and events.
• But we can only ask for so many meetings and events.
• We need to ensure that our messages stay top of mind before,
between and after those meetings and events.
• We need to build and sustain momentum. A steady flow content
can help keep our messages alive.
• We can target our messages to the right people and measure
results.

32. What does a content strategy look like?
All the objectives, target audiences, key messages that you've
already defined worked into:
An editorial calendar
A (paid) distribution strategy
Metrics for success

33. Say hello.
Brett Kobie, Digital Strategist
FleishmanHillard Brussels
@kobiebrett
be.linkedin.com/in/brettkobie