Slides from the Charity Comms content event session hosted by Katie Smith and Antony Mayfield of Brilliant Noise.

2. Planning your
content strategy
Content Rules
Seminar
22 January 2014
brilliantnoise.com

3. @katie3059
@amayfield
@brilliantnoise

4. Content strategy is about the
‘how’, the user, the big
picture and the planning.
"the practice of planning the
content creation, delivery,
and governance." Kristina
Halvorson. "The Discipline of
Content Strategy".

5. “It's not the content, but the
form of thought that counts.”
Orhan Pamuk
“Why waste a sentence
saying nothing?”
Seth Godin

6. Is your content
useful and used?

7. Focus on the
user.*
* or customer or
stakeholder or influencer...

8. Customer decision journey
Consider
Advocate
Bond
Evaluate
Enjoy
Buy
Model first published Harvard Business Review

9. brilliantnoise.com/blog

10. And success
means designing
programmes
more than
campaigns.

11. IBM’s investment model

12. IBM’s investment model

13. Content supply
chain.

15. Digital
ecosystem
mapping.

16. Customer
decision
mapping.

17. Consider
Search Engine
1
Evaluate
Buy
Advocate
3
7
Brand website
4
Price Comparison
Social Media
Bond
2
8
6
5
9
10

18. 6PPM
Six Ps Planning
Model

19. Purpose
People
Processes
Platforms
Principles
Performance

20. Often some key
elements were
missing...

21. Purpose
People
Processes
Platforms
Principles
Performance

22. So let’s show you
the questions we
ask against each
element.

23. Purpose
/ˈpəːpəs/ noun
The overarching reason why
your content exists.
Purpose applies to every
piece of content, not just
specific campaigns.

24. Clear.
Urgent.
Compelling.
Ours.

25. “What is content
anyway?”

26. “What is content
anyway?”
‘Purpose’ gives you
the answer.

27. Coca-Cola’s
definition
of content.

28. “To bring inspiration
to every athlete* in
the world.
*If you have a body,
you are an athlete.”
Nike, http://goo.gl/XTLh7a
image (cc) Photon

29. Exercise:
Your purpose?
Does your content programme
have one?
What is your purpose?
What should it be?

30. Principles
/ˈprɪnsɪp(ə)l/ noun
The fundamental propositions
that form the foundations of
your content. How your team
works to create and publish
content.

31. Guiding.
Framing.
Mantra-like.
Ours.

32. More http://goo.gl/zJBSV

33. Nokia
1. Consider the social opportunity in
everything we do
2. Engage in better conversations with
more consumers
3. Deliver personal experiences, be
authentic, and earn trust
4.Sharing is more important than control
5. Define clear objectives from the outset
6.Invest and commit to social presences
More here http://goo.gl/aVmXT

34. Coca-Cola
1. Inspire participation amongst the very best
2. Connect these creative minds
3. Share the results of our efforts
4. Continue development
5. Measure success

35. Exercise:
Guiding principles
What do you want people to do?
What do want the content to do
for people?
How do you need to work?

36. Platforms
/ˈplatfɔːm/ noun
The places where and tools
with which your create,
publish and amplify your
content.

37. Source
RSS
Social
listening
Bookmarking
e.g. Diigo
Yammer
Wiki
Internet
Create
Publish
Word/Pages
Spredfast
Editorially
Gather
Content
Scrivener
ZenWriter
CMS
Blog
3rd party
sites
Social
networks
Amplify
Social
networks
Email
RSS
Paid content
promotion
e.g. PPC,
OutBrain,
Zemanta

38. To consider
Platforms for
making and doing
What are your key platforms
for content sourcing, creation,
distribution and amplification?
Note some new ones you
would like to try.

39. Processes
/ˈprəʊsɛs/ noun
The systems and workflows
required to create, publish
and evaluate content.

40. Content supply chain

41. Four content organisation shapes
- Trickle-down: Strong global creative direction, purpose and
principles, light touch governance with independent markets
executing.
- Federated: Strong central and regional hubs creating content and
localising for each market. Dedicated editors/community
managers part of a regional team.
- Central: Strong global team and light local resource to
implement / localise content
- Networked: Central resource enables sharing and governance
between strong local/regional teams - best practice and content
travels in all directions.

42. Content is
published.
Editor gives
stakeholders a final
chance to sign off
controversial/
sensitive content.
START
Text
GOAL:
great
content
Content writers
write content.
Editor gives briefs
and source
material to
content writers.
Content is amplified. Content is measured
and optimised.
Editor proofs, checks
against the brief,
style and tone of
voice guide, and
principles.
Content working
group add ideas
and/or source
material to a
content planner.
Editor prioritises
based on user
needs and content
principles, creates
content plan.
Editor writes
content briefs and
secures sign off
from relevant
stakeholders.

43. GOAL:
great
content
Some
people like/
love it
Most people
hate/are
indifferent
People read
the content
No one
reads the
content
Content is
approved
Content
ready for
publication
CMS doesn’t
support
content
format
Delays mean
content is
out of date
Text
Content is
published
Content
isn’t
approved
Send
content for
sign off
Write
content
Get brief
signed off
Write
brief
START
Create idea
for
campaign
Argue over
who owns
content
Research
content
Fail to find
source
material

44. “The sign-off process
is ridiculous.”

45. “The sign-off process
is ridiculous.”
‘Processes’ plan away
sign off problems.

46. To consider
Processes
What is the editorial work
flow? How is content
prioritised? How is content
evaluated against purpose and
principles? What new
processes are required?

47. People
/ˈpiːp(ə)l/ noun
The people involved in the
content process and the way
they are organised in relation
to it.

48. Teams

49. Content organisation models
- Content department: an in-house or agency team that creates
content for the whole organisation.
- Content centre of excellence: content experts who provide
leadership and guidance on best practice across the organisation
- Content council: a group of content professionals from across the
organisation that meet regularly to make sure content is aligned.
- Cross-functional content chief: a senior executive with crossdepartmental authority.
- Content lead: a person who leads content initiatives, but without
cross-departmental authority.
- Executive steering committee: a cross-functional strategic group.
Altimeter Group http://goo.gl/NdxkWC

50. “Everyone/no one
thinks they own
content.”

51. “Everyone/no one
thinks they own
content.”
‘People’ makes the
hierarchy and team
involved clear.

52. Exercise
People
Who is involved in the sourcing, creation,
publishing and evaluation of content?
What skills are needed and how much
time?
What is the organisational structure
around content?
How does the team communicate and
make decisions?

53. Performance
/ˈpəˈfɔːm(ə)ns/ noun
The benchmarks for success
and the ways in which you
measure the impact of your
content.

54. What is your objective? What
metrics will help you see if
you’re meeting that objective?
Visits, unique visits, page views, time
on page, bounce rate, exit rate, return
visits, new visits, shares, likes, links,
views, downloads, comments, share of
voice, brand mentions, customer
satisfaction, number of calls/emails/
inquiries, sales, leads, donations,
pledges, sign-ups...

55. Forrester’s Engagement Framework

56. To consider
Performance
What are the actions and
outcomes to measure?
What data can be collected?
How is efficiency and
effectiveness evaluated and
improved?
What changes could be made
with these insights?

57. Is your content
useful and used?

58. katie@brilliantnoise.com
@katie3059
Thanks
antony@brilliantnoise.com
@amayfield
brilliantnoise.com
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