Content Strategy Applied: Making the most of your content
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How to transform your organization's content so it focuses on the reader, how to navigate your organization's political landscape and use respect to uncover the buried treasures, and "mix" your content to serve up key topics in multiple new and effective ways
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Content Strategy Applied: Making the most of your content
- 1. CONTENT STRATEGY APPLIED Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013 MAKING THE MOST OF YOUR CONTENT COLLEGE OF AMERICAN PATHOLOGISTS DIGITAL TEAM RETREAT – JUNE 2013
- 2. ABOUT ME Content strategy doer, manager, mentor, teacher since 1999 Manage the Content Strategy LinkedIn group & Chicago Content Strategy Meetup Started a content “meetup” in Chicago in 2002 (one of 3 globally at the Mme) Consult with associaMons, corporaMons, nonprofits ..otherwise, I’m kniSng DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL @hilarymarsh Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 3. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013 WHAT IS “CONTENT”?
- 4. CONTENT STRATEGY CHALLENGES Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013 • No one can find anything on our website, and they’re starMng to complain to the CEO • PracMcally everyone in our organizaMon can – and does – publish content to the site, and on social media, and you’d almost never know it was from the same organizaMon • No one is in charge of the home page • Everyone is in charge of the home page • We want to share our informaMon on social media more fully, but we can’t do it easily because of our technical limitaMons
- 5. CONTENT STRATEGY CHALLENGES Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013 • We can’t add comment funcMonality to our content because we won’t know how to handle the comments • Some of our best material is presented as PDFs, with Mtles like “4002.pdf” • We can’t pull in related links on content automaMcally because our content isn’t tagged or labeled • Our website is organized based on our org structure rather than on how our audience thinks about us or our content • Our audience can’t get the informaMon they want from their mobile devices
- 6. CONTENT STRATEGY CHALLENGES Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013 They’re about • process • ownership • collaboraMon • mutual understanding (or lack thereof) BUSINESS
- 7. HOW I DEFINE CONTENT STRATEGY WHO WHAT WHEN OF PUBLISHING WHERE CONTENT WHY HOW Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 8. HOW I DEFINE CONTENT STRATEGY A STRATEGIC STATEMENT TYING CONTENT (AND COMMUNICATION) TO BUSINESS Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 9. HOW I DEFINE CONTENT STRATEGY AND THE PEOPLE, PROCESSES, AND POWER TO EXECUTE THAT STATEMENT Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 10. CONTENT STRATEGIST AS ORCHESTRA CONDUCTOR Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 11. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013 FOCUS YOUR CONTENT ON THE READER ON THE MEMBER
- 12. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 13. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 14. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013 IDENTIFYING AND PRIORITIZING AUDIENCES
- 15. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 16. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 17. RESPECT THE DEPTH Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 18. UNCOVER THE BURIED TREASURES Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 19. SURFACE THE GEMS Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 20. Hilary Marsh, Content Company CREATING AUDIENCE- FOCUSED CONTENT CAP Digital Team Retreat, June 14 2013
- 21. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 22. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 23. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 24. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 25. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 26. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 27. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 28. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 29. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 30. Hilary Marsh, Content Company BE A CONTENT DJ CAP Digital Team Retreat, June 14 2013
- 31. “MIX” YOUR CONTENT WELL MEMBERS WANT A FEW TOPICS (THEY WON’T GET BORED) “BITE, SNACK, MEAL” Hilary Marsh, Content Company h]p://www.slideshare.net/hilarymarsh/become-‐a-‐content-‐dj-‐how-‐to-‐create-‐a-‐winning-‐mix-‐for-‐your-‐content-‐markeMng h]p://ewriteonline.com/arMcles/2011/11/bite-‐snack-‐and-‐meal-‐how-‐to-‐feed-‐content-‐hungry-‐site-‐visitors/ CAP Digital Team Retreat, June 14 2013
- 32. FOSTER COLLABORATION Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 33. USE TOOLS Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 34. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 35. REDEFINE SUCCESS FROM “PUT IT UP” TO USAGE MEASURE SATISFACTION, AS WELL AS VISITS Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 36. HELP CONTENT OWNERS TELL THE STORY OF THEIR SUCCESS Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 37. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 38. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 39. LATHER, RINSE, REPEAT Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 40. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 41. BUILD YOUR ARMY Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 42. SUCCESS BECOMES EVERYONE’S BUSINESS Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 43. SUCCESS TOOLS WRITING GUIDELINES ALL FOR ONE COLLABORATION REWARDS MOTIVATION Now, wriMng guidelines and principles make a difference Now, collaboraMng is more producMve than compeMng Now, each person is moMvated to reach out Now, individual interests lead to common good Now, people’s contribuMons to everyone’s efforts are recognized Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 44. WORKING TOGETHER FOR MEMBER SATISFACTION Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 45. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
- 46. THANK YOU. Hilary Marsh, Content Company hilary@hilarymarsh.com @hilarymarsh CAP Digital Team Retreat, June 14 2013
Editor's Notes
- Be creative! Reassemble, reuse, recycle