Antony Mayfield and Katie Smith, Brilliant Noise
Content strategy seminar
www.charitycomms.org.uk/events
In this session Antony and Katie will step you through the 'Six Ps' of content strategy - Purpose, Principles, Platforms, Processes, People and Performance - helping you ask the right questions to formulate an effective approach to content development and communications.
Upcoming CharityComms events can be found here: http://www.charitycomms.org.uk/events
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
15. What opportunities do we have
to engage customers with
Customer decision journey
content?
Consider
Advocate
Bond
Evaluate
Enjoy
Buy
Model first published Harvard Business Review
41. 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
42. 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
43. Coca-Cola’s kind-of-other principles
1. Encourage bravery
2. Ensure clarity in our thinking
3. Embrace risk & all it entails
4. Culture of creativity
5. Be a catalyst for play
(+ 70 / 20 / 10 risk investment)
44. “There are too many
different content silos,
and there’s no
consistency.”
45. “There are too many
different content silos,
and there’s no
consistency.”
‘Principles’ give you a
solution.
53. 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.
54. 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.
55. 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
58. Exercise:
Processes - the
good, the bad and
the absent...
Note which processes are
working well, which need
improvement and new
processes you need.
60. 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
63. Exercise:
Processes - the
good, the bad and
the absent...
Note which processes are
working well, which need
improvement and new
processes you need.
65. 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, sales funnels...
67. Evolution - the 3As
High effort / cost
Low effort / cost
Scale and control
Engagement
Engagement
Advocacy
Action
Awareness
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