Your organization produces a lot of content, but does it have purpose? Does it help meet strategic goals and encourage member engagement? In this in-depth workshop, learn how to create a content strategy that works. Through small group exercises and real world examples, you will learn to break down content strategy into its parts, build from the information you may already have, and incorporate tactics and processes to make your digital communications successful. Attendees will get access to a workbook of ideas and learn tactics to use in your organization.
Content strategy workshop at the 2015 ASAE Tech Conference, given with Dina Lewis, CAE, president, Distilled Logic LLC and Carrie Hane Dennison, content and digital strategist
5. Get the right content
to the right person
for the right action
6. For all associations,
the number one challenge
to membership growth is
âdifďŹculty in communicating value or
beneďŹt.ââ¨
â2014 Membership Marketing Benchmarking
Report
http://www.marketinggeneral.com/resources/benchmark-report/
7. Goals
â˘âŻ Drive member value
â˘âŻ Increase satisfaction
â˘âŻ Increase usage of our programs, products,
services, resources, and tools
8.
9. â˘âŻ Who, what, when, where, why, and
how of publishing content onlineâ¨
â˘âŻ A strategic statement tying content to
business goals â¨
â˘âŻ The people, processes, and power to
execute that statement
16. âEvery pixel has an owner.â
â Paul Ford, former web editor â¨
at Harperâs magazine
17. âIt is difďŹcult to get a man
to understand something, â¨
when his salary depends upon â¨
his not understanding it.â
â Upton Sinclair, 1935
36. The <Organization>âs social intranet will:â¨
⯠Collect and surface/curate critical, relevant editorial
content created by appropriate <organization>
corporate departments, divisions and employees.â¨
⯠Enable and motivate employees to connect, interact
and collaborate via social features.â¨
⯠Foster a culture of innovation.
37. We will develop and maintain content that
helps people practice and enjoy the arts.
38. To reduce customer service center costs, we
will provide user-facing, task-based support
content that makes our professional
customers feel conďŹdent when conďŹguring
products for their clients.
39. NAMI.org will advance the NAMI movement by
recruiting and motivating supporters and
ambassadors to:
ââŻeducate themselves and others about
mental illness and recovery
ââŻďŹnd and access support
ââŻcontribute by donating, walking, engaging,
joining
ââŻtake action by advocating, participating,
volunteering, and sharing their stories
40.
41. Content strategy
statement
< O r g a n i z a t i o n > o f f e r s _ _ _ _ _ _ _ , _ _ _ _ _ _ _
c o n t e n t t h a t h e l p s t h e m _ _ _ _ _ _ _ _ _ _ _ _ _
a n d _ _ _ _ _ _ _ _ _ _ _ _ _ b y m a k i n g _ _ _ _ _ _ _ _
f e e l _ _ _ _ _ _ _ , _ _ _ _ _ _ _ , a n d _ _ _ _ _ _ _ ,
a n d c o n v i n c i n g t h e m t o _ _ _ _ _ _ _ _ _ _ _ _ _
a n d _ _ _ _ _ _ _ _ _ _ _ _ _ .
adjec8ve
 adjec8ve
Â
accomplish
 goal
Â
accomplish
 goal
 audience
Â
adjec8ve
 adjec8ve
 adjec8ve
Â
take
 desired
 ac8on
Â
take
 desired
 ac8on
Â
43. Create a strategy
statement
< O r g a n i z a t i o n > o f f e r s _ _ _ _ _ _ _ , _ _ _ _ _ _ _
c o n t e n t t h a t h e l p s t h e m _ _ _ _ _ _ _ _ _ _ _ _ _
a n d _ _ _ _ _ _ _ _ _ _ _ _ _ b y m a k i n g _ _ _ _ _ _ _ _
f e e l _ _ _ _ _ _ _ , _ _ _ _ _ _ _ , a n d _ _ _ _ _ _ _ ,
a n d c o n v i n c i n g t h e m t o _ _ _ _ _ _ _ _ _ _ _ _ _
a n d _ _ _ _ _ _ _ _ _ _ _ _ _ .
adjec8ve
 adjec8ve
Â
accomplish
 goal
Â
accomplish
 goal
 audience
Â
adjec8ve
 adjec8ve
 adjec8ve
Â
take
 desired
 ac8on
Â
Example
Â
VillageReach
 oďŹers
 educa-onal
 but
 warm,
 human
 content
 that
 helps
 them
 increase
Â
dona-ons
 and
 raise
 awareness
 by
 making
 ins-tu-onal
 donors
 feel
 commi6ed,
Â
capable,
 and
 needed,
 and
 convincing
 them
 to
 give
 annually
 and
 show
 public
 support.
Â
take
 desired
 ac8on
Â
54. Who?
â˘âŻ C o m p e t i t o r s
â˘âŻ P e e r s
â˘âŻ S i m i l a r o f f e r i n g s
â˘âŻ O t h e r i n d u s t r i e s
â˘âŻ S o c i a l n e t w o r k s
55. What to look at
â˘âŻ S e a r c h r e s u l t s
â˘âŻ U s a b i l i t y
â˘âŻ Vo c a b u l a r y
â˘âŻ C o n t e n t
â˘âŻ P r e s e n t a t i o n
â˘âŻ A u d i e n c e - c e n t r i c i t y
â˘âŻ Vo i c e a n d t o n e
â˘âŻ Q u a l i t y
65. â˘âŻ What Is It?
â⯠A set of terms (controlled vocabulary) and content
attributes (metadata) that can be applied to content â¨
items â¨
â⯠The underlying data structure of the website
â˘âŻ Why Use It?
â⯠Helps describe and categorize content itemsâ¨
â⯠Creates relationships among content itemsâ¨
â⯠Helps make content items ďŹndable through navigation
and search
73. Outcomes
â˘âŻ Agree on controlled vocabulary
â˘âŻ Validate with users
â˘âŻ Determine who will tag content
â˘âŻ Plan to review/add/remove terms
periodically
80. The
 structured
 CMS
 thinks
 in
 nodes,
 content
 types,
 and
 rela8onships.
Â
81. âIn a sense, content models are perhaps the truest
form of bottom-up information architecture: by
determining what types of chunks are important and
how to link them, we make the answers embedded
in our content ârise to the surface.âââ¨
âLouis Rosenfeld & Peter Morville
Information Architecture for the World Wide Web
91. Effective content
â˘âŻ Is focused on the reader
â˘âŻ Has a goal
â˘âŻ Helps the reader do a task
â˘âŻ Is relevant, timely, useful
92. Reader-Focused Content
Before
Â
Social
 security
 taxes
 must
 be
Â
paid
 monthly
Â
Â
â˘âŻ Who
 must
 pay
 taxes?
Â
â˘âŻ Passive
 voice
Â
A5er
Â
Employers
 must
 pay
 social
Â
security
 taxes
 monthly
Â
Â
â˘âŻ Clearly
 states
 who
 must
 pay
Â
â˘âŻ Ac8ve
 voice
Â
93. Effective content
â˘âŻ Uses subheads and bullets
â˘âŻ Is not in PDF format
â˘âŻ Uses fewer words but includes the terms
readers are looking for
94. Content with a goal
â˘âŻ NO - We want to people to know that we have
courses
â˘âŻ YES - We want people to choose our webinars
for their continuing education
95. Content with a goal
â˘âŻ NO - We want to increase the views of our page
â˘âŻ YES - We want people to do something: Sign up
for the event, download the white paper,
subscribe to the publication
96. Help reader do something
â˘âŻ Who am I talking to? (Have a
conversation)
â˘âŻ What do they want to achieve?
â˘âŻ What brings those people to my site â¨
or app? What are their top tasks? Top
questions?
103. Core
 Model
Â
Get
 more
 info
 on
 this
Â
h"ps://gathercontent.com/resources/webinar-Ââthe-Ââcore-Ââmodel
Â
Â
h"p://alistapart.com/ar8cle/the-Ââcore-Ââmodel-Ââdesigning-Ââinside-Ââout-Ââfor-Ââbe"er-Ââresults
Â
Â
â˘âŻ Designing
 your
 website
 from
 the
 inside
 out,
Â
with
 focus
 on
 the
 core
 tasks
 users
 need
 to
Â
accomplish
Â
Â
â˘âŻ Ensures
 that
 weâre
 thinking
 about
 user
 needs
Â
all
 the
 way
 through
 the
 website
 design
Â
process
Â
105. Core Model
1.⯠Iden8fy
 your
 cores
Â
Business
 objec-ves
 and
 user
 tasks
Â
2.⯠Plan
 inward
 paths
Â
How
 will
 people
 get
 to
 this
 page?
Â
3.⯠Determine
 core
 content
Â
What
 content
 is
 needed
 to
 achieve
 the
 goals
 and
 meet
Â
the
 needs?
Â
4.⯠Set
 forward
 paths
Â
Where
 will
 the
 visitor
 go
 next?
Â
5.⯠Priori8ze
Â
You
 canât
 do
 everything,
 decide
 what
 is
 most
 important
Â
110. Roles on a digital team
â˘âŻ Content strategist
â˘âŻ Project manager
â˘âŻ Visual designer
â˘âŻ User experience architect
â˘âŻ Social media manager
â˘âŻ Director
116. OďŹering
Â
online
Â
content
Â
Plagorm
Â
(project
 mgmt/
priori8za8on,
Â
reliability)
Â
Presenta8on
Â
(self,
 light,
Â
medium,
 deluxe)
Â
Editorial
 Ques8ons/
Â
feedback
Â
Promo8on
Â
122. âContent marketingâs purpose is to attract
and retain customers by consistently
creating and curating relevant and valuable
content with the intention of changing or
enhancing consumer behavior.â
Â
Â
Â
Content Marketing Institute
123. 17,000
Â
Registrants
Â
Convert
Â
eligible
Â
members
Â
Con8nue
Â
to
 engage
Â
interest
Â
un8l
Â
eligible
Â
Â
RETAIN
Â
RETAIN
Â