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Content Strategie: Mehr als ein Buzzword

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Vortrag zu Content Strategy gehalten beim Fachtag des Web Excellence Forum (WebXF) am 11.6.2013.

Veröffentlicht in: Business
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Content Strategie: Mehr als ein Buzzword

  1. 1. Content Strategie:Mehr als ein BuzzwordProf. Dr. Thomas PleilWebXF-FachtagJuni 2013
  2. 2. About me• Studium der Journalistik mitSchwerpunkt PR (Uni Eichstätt)• Promotion zu PR-Forschung(Uni Salzburg)• PR-Praxis in Agenturen,selbständig und als Leiter einerPR-Abteilung (> 10 Jahre)• Professor für PR an derHochschule Darmstadt• Institut für Kommunikation undMedien: Direktor AbteilungKommunikationsmanagement• Leiter eBusiness-LotseDarmstadt-Dieburg:Kompetenzzentrum für SocialMedia und E-Learning
  3. 3. About me• Bloggen: seit 2004• aktuell: Das Textdepot• aktiv bei Twitter, Facebook,G+, Instagram, Pinterest etc.• http://about.me/thomaspleil
  4. 4. Foto: @contentwerk
  5. 5. InternetTrends• Nutzer & Motivationen• Zugänge & PlattformenContent Strategie• Verständnis heute• Bemerkenswerte Ansätze• PerspektivenOutline
  6. 6. Nutzer & Motivation
  7. 7. Suchen
  8. 8. Teilen
  9. 9. Kontext?
  10. 10. Überall
  11. 11. Zugänge & Plattformen
  12. 12. Visual Turn
  13. 13. Visual Turn
  14. 14. Visual Turn
  15. 15. Visual Turn
  16. 16. Ein Startpunkt
  17. 17. FacebookSilo?ZDF desInternet?
  18. 18. FacebookSilo?ZDF desInternet?•Bindungskraft nimmt ab•Werbung wirkt? Oderstört?•Kritik: Crosspostings stören•Kritik: Sharing & Likingfördert platte Inhalte
  19. 19. Kontext
  20. 20. Kontext
  21. 21. Kontext• Social Graph istimmer dabei• Marken undUnternehmen nicht
  22. 22. Kontext• Social Graph istimmer dabei• Marken undUnternehmen nicht• Jede Plattform schaffteigenen Kontext• Eigenes Publikum? Miteigenen Erwartungen?➡ ÜbergeordneteContentstrategie
  23. 23. Touch PointsQuelle: tomschaepper.net
  24. 24. Content Strategie
  25. 25. Content StrategieContent strategy plans forthe creation, publication,and governance of useful,usable content.Kristina Halvorson”“
  26. 26. Content MarketingContent marketing is the marketingand business process for creating anddistributing relevant and valuablecontent to attract, acquire, andengage a clearly defined andunderstood target audience – with theobjective of driving profitablecustomer action.Content Marketing Institute”“
  27. 27. Content StrategieInteressenRelevanzThemenPlanungTonalitätToolsKanalInterfacesArchitekturDaten...
  28. 28. Content StrategieAnalyse-Stakeholder & wir-Wettbewerber-Landschaft: Technik,Gestaltung etc.-...Status Quo-Inhalte: Qualität,Umfang-Prozesse-Akteure-...Strategie-Ziele & Botschaften-Content Produktion-Content Management-Plattformen-Erfolgsmessung
  29. 29. Content Strategie
  30. 30. Content Strategie„Wir brauchen einen Perspektivwechsel. Fastalle Unternehmen und Organisationenarbeiten derzeit noch im Sendermodus. Ihrkommunikatives Handeln beginnt bei ihnenselbst und nicht beim Publikum. Diesesnimmt die Marke über ihre Inhalte wahr, egalwer sie bereitgestellt hat. Genau das ist diePerspektive der Content Strategie.“Sascha Stoltenow, Script
  31. 31. Content Strategen„Keine Heilsbringer undüber den Abteilungenstehenden „Agents ofChange“, sondernDienstleister zur Lösungkonkreter Contentfragen.“Doris EichmeierPR-Blogger, 10.6.13
  32. 32. 1.000 Fragen. 3 davon.1. Ich hab da eine Frage. Finde ich auf Ihrer Website eine Antwort?2. Warum soll ich jemals wieder Ihre Website besuchen?3. Ich tausche mich auf Facebook mit Freunden und Kollegen aus.Warum soll ich Ihre Seite liken?
  33. 33. 1.000 Herausforderungen. 4 davon.
  34. 34. HerausforderungenViele Websitesversammeln alles, wasein Unternehmen in denletzten Jahrenveröffentlicht hat‣ Content LifecycleUmfang, Orientierung
  35. 35. Herausforderungen- CorporateCommunications- Marketing- Softwareentwicklung- Visual Design- ...Silos in Unternehmen?
  36. 36. HerausforderungenUnternehmensstrategieContentstrategieKommunikationsstrategieMarkenstrategie
  37. 37. HerausforderungenContent Beziehung ServiceKlarheit schaffen
  38. 38. Ansätze
  39. 39. User-zentriert konzipierenStakeholderkennenlernen. Nicht nursozialdemographisch.Sondern: Interessen.Motivationen. Pain Points.Konzeption, EvaluationInterviews, Round Tables, Usability-Testing, Desk Research, Personas.
  40. 40. User-zentriert konzipierenBalance finden:Was will das Publikumhören?Was habe ich zu sagen?Joe Gollner, Gnostyx Research
  41. 41. Beispiele
  42. 42. Kommunizieren über Personen‣ Mitarbeiter (als Repräsentanten, Experten) -> Information, Dialog‣ Social CEO -> Image‣ Kunden (als Erfahrene/Botschafter) -> Information, Dialog‣ Fans (einer Marke, eines Stils) -> Freude, Faszination‣ Prominente (klass. Testimonial) -> Image‣ Journalisten (Expertise) -> Nutzwert, GlaubwürdigkeitBeispiel 1
  43. 43. Storytelling‣ Interessen‣ Emotionen‣ Glaubwürdigkeit‣ AnknüpfungspunkteBeispiel 2
  44. 44. Organische Suche, Social Mediaund Mail-Links führen Userdirekt in ArtikelBeispiel 3Touch Points
  45. 45. StartseiteverliertBedeutung,Artikel imZentrum
  46. 46. Kommentar alsSprungbrettins Social Web
  47. 47. Orientierung undNavigation
  48. 48. Orientierungund Navigation
  49. 49. Beispiel 4
  50. 50. Loewe-Projekt: StaedelBeispiel 5
  51. 51. Was ist das?Beispiel 6
  52. 52. Das ist‘s.
  53. 53. Darf der das?
  54. 54. Vorreiter
  55. 55. Amazon Invests Millions InOriginal TV Shows To GetYou To Buy More DiapersHuffPo 31.5.13
  56. 56. Benchmark-­‐Studie  Finanzdienstleister:„Mehr  als  die  Häl:e  der  befragten  Unternehmen  erfasst  und  nutzt  das  Online-­‐Kundenverhalten  nicht  oder  nur  sporadisch,  nur  35  Prozent  setzen  spezifische  Analysewerkzeuge  regelmäßig  ein.“„Der  Ausbau  mobiler  Dienste  zur  Nutzung  von  Services  oder  Ausführung  von  TransakSonen  über  Smartphones  und  Tablets  steckt  noch  in  den  Kinderschuhen.“d-­‐group.com  2013Realitätscheck
  57. 57. Alt bekanntes Handwerk?Content StrategieFrank Lindecke, flickr CC-BY-ND2.0
  58. 58. Digitaler Fokus?Content Strategie
  59. 59. Interessen - Touch Points - NutzenInhalt - Gestaltung - TechnikContent Strategie
  60. 60. • Bessere Orientierungan Zielgruppen• Mehr Konsistenz• Bessere Planung• Qualität stattQuantität• Mehr Effizienz in derKommunikationChancen
  61. 61. CreditsDanke für viele Anregungen inGesprächen,Vorträgen und Artikeln• Margot Bloomstein• Doris Eichmeier• Thorsten Greiner• Joe Gollner• Kristina Halvorson• Wolfgang Lünenbürger-Reidenbach• Tom Schäpper• Sascha Stoltenow• Heinz Wittenbrink
  62. 62. Twitter: @tp_daBlog: das-textdepot.deFotos soweit nicht anders vermerkt: tp_da

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