Even if only one person has their finger on the “Publish” button, many people will play a part in creating and curating content for your organization's blog, website, newsletter, press releases, social media, and other communications channels. By offering relevant, engaging, well-crafted content, your organization can spark conversation, share your message, and advance your cause all on your own terms. But, it can be a complex juggling act to do it all: generate content ideas with program staff, choose the most compelling content, work with others to drive the content production process, and gather the often strong opinions of stakeholders and approvers. Simultaneously and efficiently moving multiple pieces of content from start to finish requires focus, patience, and a few tricks of the communications trade including: - How to create and maintain an editorial calendar to help you focus on your best content. - How to create and iterate your editorial process and governance. - How to manage a content channel with multiple contributors and approvers, such as a group blog.

1. Air Traffic Control
How to Guide Your Content From
Ideation, to Creation, to Publication
Lauren Girardin, @girardinl
2013 Nonprofit Technology Conference
#13NTCair

2. Hi, I’m Lauren Girardin. I’m a
marketing, communications, and
storytelling consultant based out of
San Francisco, California. I work with
nonprofit and philanthropy clients both
independently and through a group
called the LightBox Collaborative.
There are many links to tools and
resources throughout the presentation.
To find these links, just look for
the  symbol.

3. What is content strategy?
“Content strategy plans
for the creation,
publication, and
governance of
useful, usable content.”
– Kristina Halvorson, Author,
 Content Strategy for the Web
Blog post about content strategy:
 bit.ly/LBCcontentstrategy

4. Your content creation dream…

5. Your content creation reality.
photo: “Flughafen” by Ryu Ho Yeol

6. Your editorial flight plan

7. You are Air Traffic Control

8. Editorial process in 3 easy steps

9. What your
What you What they
content should
want to say want to hear
cover

10. 
Organize an Idea Bank





11. Create an Editorial Calendar

12. Why use an Editorial Calendar?

14.  bit.ly/LBCedcal2013

15. 

16. 

17. Engage others

18. Translate ideas into an plan of attack

19. Pace yourself

20. Ready…

21. Set…

22. Takeoff!

23. Things could go wrong…

24. Things could go wrong…

25. Things could go wrong…

26. Things could go wrong…

27. Hopefully things won’t go this wrong.

28. Bring the plane in for landing

29. Remix your content

31. What are
your
ideas?
Questions?

32. Lauren Girardin
@girardinl
lg@laurengirardin.com
facebook.com/lightboxcollaborative
twitter.com/LBCollab
www.lightboxcollaborative.com