A brief discussion on what content production means in the online communications space, how to think about it, and some of the current tools being used in the space.

1. Content Production and Your
Communications Program
KATE BRODOCK
@JUST_KATE
EXECUTIVE DIRECTOR OF DIGITAL & SOCIAL
MEDIA, SYRACUSE UNIVERSITY
FOUNDER & CHAIR, OTHER SIDE GROUP
18 MAY 2012

2. CONTENT
WHAT IS CONTENT
SOCIAL WRITING & BRAND JOURNALISM
WHAT IS *NOT* CONTENT

3. What is Content?
 Writing
 Blogging
 eBooks
 White Papers
 Videos
 Third-party content (articles, videos, etc)
 Photos
 Audio

4. Social Writing
Content, primarily in written format, that is designed
to be optimal for social sharing. – Other Side
Group, 2012
 Goal 1: Create content that people want to share
 Goal 2: Create content that will work well once shared

5. Brand Journalism
―Brand Journalism is when any organization….creates
valuable information and shares it with the world.
 Brand Journalism is not a product pitch. It is not an
advertorial. It is not an egotistical spewing of gobbledygook-
laden corporate drivel.
 Instead Brand Journalism is the creation of Web content—
videos, blog
posts, photos, charts, graphs, essays, ebooks, white papers—
that deliver value to your marketplace and serve to position
your organization as one worthy of doing business with.
-David Meerman Scott, 2009

6. What is NOT Content?
Again……
―It is not an egotistical spewing of gobbledygook-laden corporate
drivel.‖

7. Content Production
WHY IT’S IMPORTANT
CONTENT PRODUCTION AND
COMMUNICATIONS PLANS
GOALS OF CONTENT PRODUCTION

8. Why is content production important?
 People are consuming information in different ways.
You need to keep up with them.
 Skimming
 Video
 Visual
 With the right content, you have the potential to
reach more people.
 Social content
 Search engine optimized content

9. Why is content production important?
 Give them a reason to find you.
 People are getting bored or annoyed with straight
sales tactics, especially when they’re online.
 They want something valuable and useful.
 If your brand can offer them that value, that’s good.

10. How does it work with communications plans?
 Your goals may be:
promotion, outreach, branding, media relations, etc.
 Content opens up new opportunities to reach new
people, have them reach you, have your “brand”
shared with others, create more engaging
experiences, initiate conversation, etc.

11. How does it work with communications plans?
 Content production does not replace your current
marketing or communications plans….it enhances
and supports them.

12. What are some reasons to start a content
production program?
 Thought leadership
 Education
 Lead generation
 Engagement
 SEO
 Brand Awareness
 Outreach
 Traditional methods are not sufficient, you’re missing
opportunities
 If you’re already in the social media space….you need
something to share…right?

13. Creation vs Curation
CONTENT CREATION
CONTENT CURATION

14. Content Creation
 What is it?
 Original content created by your brand.
 Beneficial for:
 Demonstrating value directly
 Thought leadership
 Giving insight into a brand
 ―Controlling the message‖

15. Content Curation
 What is it?
 Discovering, gathering, and presenting digital content that
surrounds specific subject matter.
 ―Content curation is the process of sorting through the vast
amounts of content on the web and presenting it in a
meaningful and organized way around a specific theme. The
work involves sifting, sorting, arranging, and publishing
information.‖ – Beth Kanter, 2011

16. Things to think about
 Length
 Quality
 Accessibility
 Shareability
 Verification
 Legal rights
 Attribution

17. TOOLS
BLOGGING PLATFORMS
VIDEO PLATFORMS
RANDOM

18. Blogging
 Wordpress, Typepad, etc
 In-house platform
 Tumblr
EXAMPLES:

19. Video
 YouTube
 Vimeo
 uStream
 Short-form (app-based): Tout, Viddy
EXAMPLES

20. Other
 Storify
 Pinterest
 Paper.li
 Pearltrees
 RSS Reader

21. Thanks!
TWITTER: @JUST_KATE
SOCIAL WRITING AND SOCIAL MEDIA
CONSULTING: OTHER SIDE GROUP
BLOG: TODAY AND TOMORROW
OTHER:
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B2B VOICES
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