Content is Cow (content strategy @ the AAFP)

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Lessons from the AAFP's experience in starting a content strategy practice.

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Content is Cow (content strategy @ the AAFP)

  1. 1. Content is Cow (AAFP’s Content Strategy Practice) Susanna Guzman American Academy of Family Physicians April 24, 2014
  2. 2. Content ≠ King 2
  3. 3. 3 Why Cow? One Time Many Times
  4. 4. Content is Cow If your content is going to sustain your members, and if you’re going to sustain your content, you need content strategy. 4
  5. 5. Content Strategy: What? Approaching content strategically means you’re planning for its creation, delivery, governance and ongoing maintenance. -- Kristina Halvorson 5
  6. 6. Why? Because today, content is: • A river, an ongoing dialogue • Public, ubiquitous • Your reputation • Your brand Because your website isn’t a filing cabinet. 6
  7. 7. And…Content is Everywhere 7
  8. 8. Before 8 CDC
  9. 9. After 9 CDC
  10. 10. 10 Step 1: Understand 1. What are you doing? (identify your business objectives) 2. Who are you doing it for? (know your members) 3. What do they need? (clicks provide clues)
  11. 11. Who: The Content Persona 11 -- Daniel Eizans
  12. 12. What: The Content Audit • Every email, web page, brochure – Which business objective does it support? – Is it current? – Are your members using it? – Does it deliver on your brand promise? • What aren’t you doing? 12
  13. 13. 13
  14. 14. 14 Now You Know • What you’re doing • Who you’re doing it for • What they need • How they need it • What you’re giving them • What you should be giving them • How you should be giving it
  15. 15. Almost There 15
  16. 16. 16 Step 2: Identify • People with skills (writers, editors, content, social and email strategists, analysts) • Processes (build SOPs around the member experience) • Standards (e.g., quality, brand, usability, etc.)
  17. 17. Step 3: Leave Your Cube • Create teams focused on meeting member needs • Include subject matter and communication experts • Get comfortable with productive conflict • Honor the member and the team 17
  18. 18. Step 4: Plan, Plan, Plan • Create an editorial calendar • Identify main messages • Match messages to channels • Decide what to measure and when 18
  19. 19. 19 Challenges • Staff- and organization-centric thinking • New work products demand new structure, new process • Change is hard
  20. 20. 20 Resources • Content Strategy (book) • Content Strategist by Contently (blog) • Content Confab (conference)

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