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How content strategy  supports communications strategy Diana Railton Content Strategy Forum 2011
Key points <ul><li>Across the world the communications profession is redefining itself </li></ul><ul><li>Communications st...
THE COMMUNICATIONS PROFESSION
Photo: billjacobus
Photo: timpeartrice
41,000 members
‘ The Never-Ending Turf War between PR and Marketing’
Call for ‘integrated communications’  ‘Peanut butter and jelly’
Call for ‘integrated communications’   ‘The director should be a Communicator 360° with sufficient knowledge of all parts ...
Call for ‘integrated communications’  ‘If we persist in this argument, we will never be able to set in place a sound commu...
Call for ‘integrated communications’  ‘United we stand, divided we fall’
www.communicationmonitor.eu
 
 
 
 
www.ogilvypr.com.au/ Australia
 
 
Corporate communications  <ul><li>Marketing communications? </li></ul><ul><li>External / internal communications </li></ul...
Business  strategy Corporate communications strategy External communications strategy Internal communications  strategy
 
 
 
 
 
Professional communications  teams Other  departments Content  teams Communication management
Need to share  communications strategy Professional communication  teams Other  departments  Content  teams Communication ...
Provide a template  to integrate strategies Professional communication  teams Other  departments  Content  teams Communica...
 
The mind-set of senior managers
<ul><li>Strategic management </li></ul><ul><li>Carrying out the strategic plan </li></ul><ul><li>Measurable results </li><...
 
Communications strategy <ul><li>The only purpose for communications  strategy is to achieve measurable results that help t...
CONTENT STRATEGY RESULTS + ACTIVITY
 
Strategy essentials <ul><li>Simple to explain and carry out </li></ul>
 
 
 
 
 
‘ Do-ability’
Producing a strategy
 
 
 
What do strategies look like?  PASTA   P urpose / Vision / Mission  A ims / Objectives / Goals S trategy T actics A ctivit...
VISION Where you want to get to
‘ Dream the dream’ <ul><li>inspire  ●  communicate  ●  demonstrate </li></ul>
 
 
 
 
Which organisation?  To be earth’s most customer centric company; to build a place where people can come to find and disco...
Which organisation?  To be earth’s most customer centric company; to build a place where people can come to find and disco...
Which organisation?  To organise the world’s information and make it universally accessible and useful.
Which organisation?  To organise the world’s information and make it universally accessible and useful.
Which organisation?  To be the fabric of real-time communication on the web.
Which organisation?  To be the fabric of real-time communication on the web.
GOALS What you want to achieve / outcome VISION
Critical success factors Key performance indicators GOALS What you want to achieve / outcome VISION
STRATEGY GOALS VISION
http://printmediacentr.com
STRATEGY How you’re going to meet the goals GOALS VISION
Goal
Response  ‘It would be an inspiring goal if there was a serious strategy.  ‘But there isn’t. Even with the best will in th...
TACTICS Short-term actions STRATEGY GOALS VISION
 
Strategy v tactics <ul><li>‘ I do not believe that there is value in spending time debating the nuances of the differences...
STRATEGY ROBUST, LONGER TERM TACTICS CHANGE RAPIDLY
Schedule:  action plans ACTIVITY Day to day  TACTICS STRATEGY GOALS VISION
Budget COST ACTIVITY TACTICS STRATEGY GOALS VISION
Cost Measurement ROI  COST ACTIVITY TACTICS STRATEGY GOALS VISION
 
 
 
What does a basic strategy look like?  P urpose / vision. What is it for? A ims / goals. Max of 7?  S trategy. How will yo...
What does a communications strategy look like?
What should a communications strategy include? Principles
Where does content strategy start? Principles
Can content strategy stand alone?
Photo: practicalowl
Content strategy Communications strategy Channels  strategy Business strategy
Content strateg ies Communications strategy Channels  strateg ies Business strategy
Communications channels matrix Web Electronic Broadcast Paper Phone Face to face
Communications channels matrix Websites Intranets Social media Tablets Email E-readers TV Radio Billboards Video Audio Let...
Digital (‘web enabled’) Websites Intranets Social media Tablets Email E-readers TV Radio Billboards Video Audio Letters Pr...
New channels, new techniques  Twitter is  awesome. Only 140 characters so say what you mean. Google+ is  awesome. More tha...
Content ‘shifting’ July 2011, Digital Media 3.0, http://blogs.forbes.com
Which do we go for? Website content strategy Website comms strategy Website strategy Twitter content strategy Twitter comm...
Which do we go for? Website content strategy Website comms strategy Website strategy Twitter content strategy Twitter comm...
INTEGRATED COMMUNICATIONS  MANAGEMENT
 
A central team of content strategists Advise on content creation,  delivery and governance Coordinate between teams  Monit...
Photo: dmitri_66
Photo: amanderson2
Photo: David Berkowitz
Photo:  TangoPango
<ul><li>Thank you </li></ul><ul><li>© DRCC 2011 </li></ul><ul><li>@dianarailton </li></ul><ul><li>[email_address] </li></u...
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How content strategy supports communications strategy, by Diana Railton Slide 1 How content strategy supports communications strategy, by Diana Railton Slide 2 How content strategy supports communications strategy, by Diana Railton Slide 3 How content strategy supports communications strategy, by Diana Railton Slide 4 How content strategy supports communications strategy, by Diana Railton Slide 5 How content strategy supports communications strategy, by Diana Railton Slide 6 How content strategy supports communications strategy, by Diana Railton Slide 7 How content strategy supports communications strategy, by Diana Railton Slide 8 How content strategy supports communications strategy, by Diana Railton Slide 9 How content strategy supports communications strategy, by Diana Railton Slide 10 How content strategy supports communications strategy, by Diana Railton Slide 11 How content strategy supports communications strategy, by Diana Railton Slide 12 How content strategy supports communications strategy, by Diana Railton Slide 13 How content strategy supports communications strategy, by Diana Railton Slide 14 How content strategy supports communications strategy, by Diana Railton Slide 15 How content strategy supports communications strategy, by Diana Railton Slide 16 How content strategy supports communications strategy, by Diana Railton Slide 17 How content strategy supports communications strategy, by Diana Railton Slide 18 How content strategy supports communications strategy, by Diana Railton Slide 19 How content strategy supports communications strategy, by Diana Railton Slide 20 How content strategy supports communications strategy, by Diana Railton Slide 21 How content strategy supports communications strategy, by Diana Railton Slide 22 How content strategy supports communications strategy, by Diana Railton Slide 23 How content strategy supports communications strategy, by Diana Railton Slide 24 How content strategy supports communications strategy, by Diana Railton Slide 25 How content strategy supports communications strategy, by Diana Railton Slide 26 How content strategy supports communications strategy, by Diana Railton Slide 27 How content strategy supports communications strategy, by Diana Railton Slide 28 How content strategy supports communications strategy, by Diana Railton Slide 29 How content strategy supports communications strategy, by Diana Railton Slide 30 How content strategy supports communications strategy, by Diana Railton Slide 31 How content strategy supports communications strategy, by Diana Railton Slide 32 How content strategy supports communications strategy, by Diana Railton Slide 33 How content strategy supports communications strategy, by Diana Railton Slide 34 How content strategy supports communications strategy, by Diana Railton Slide 35 How content strategy supports communications strategy, by Diana Railton Slide 36 How content strategy supports communications strategy, by Diana Railton Slide 37 How content strategy supports communications strategy, by Diana Railton Slide 38 How content strategy supports communications strategy, by Diana Railton Slide 39 How content strategy supports communications strategy, by Diana Railton Slide 40 How content strategy supports communications strategy, by Diana Railton Slide 41 How content strategy supports communications strategy, by Diana Railton Slide 42 How content strategy supports communications strategy, by Diana Railton Slide 43 How content strategy supports communications strategy, by Diana Railton Slide 44 How content strategy supports communications strategy, by Diana Railton Slide 45 How content strategy supports communications strategy, by Diana Railton Slide 46 How content strategy supports communications strategy, by Diana Railton Slide 47 How content strategy supports communications strategy, by Diana Railton Slide 48 How content strategy supports communications strategy, by Diana Railton Slide 49 How content strategy supports communications strategy, by Diana Railton Slide 50 How content strategy supports communications strategy, by Diana Railton Slide 51 How content strategy supports communications strategy, by Diana Railton Slide 52 How content strategy supports communications strategy, by Diana Railton Slide 53 How content strategy supports communications strategy, by Diana Railton Slide 54 How content strategy supports communications strategy, by Diana Railton Slide 55 How content strategy supports communications strategy, by Diana Railton Slide 56 How content strategy supports communications strategy, by Diana Railton Slide 57 How content strategy supports communications strategy, by Diana Railton Slide 58 How content strategy supports communications strategy, by Diana Railton Slide 59 How content strategy supports communications strategy, by Diana Railton Slide 60 How content strategy supports communications strategy, by Diana Railton Slide 61 How content strategy supports communications strategy, by Diana Railton Slide 62 How content strategy supports communications strategy, by Diana Railton Slide 63 How content strategy supports communications strategy, by Diana Railton Slide 64 How content strategy supports communications strategy, by Diana Railton Slide 65 How content strategy supports communications strategy, by Diana Railton Slide 66 How content strategy supports communications strategy, by Diana Railton Slide 67 How content strategy supports communications strategy, by Diana Railton Slide 68 How content strategy supports communications strategy, by Diana Railton Slide 69 How content strategy supports communications strategy, by Diana Railton Slide 70 How content strategy supports communications strategy, by Diana Railton Slide 71 How content strategy supports communications strategy, by Diana Railton Slide 72 How content strategy supports communications strategy, by Diana Railton Slide 73 How content strategy supports communications strategy, by Diana Railton Slide 74 How content strategy supports communications strategy, by Diana Railton Slide 75 How content strategy supports communications strategy, by Diana Railton Slide 76 How content strategy supports communications strategy, by Diana Railton Slide 77 How content strategy supports communications strategy, by Diana Railton Slide 78 How content strategy supports communications strategy, by Diana Railton Slide 79 How content strategy supports communications strategy, by Diana Railton Slide 80 How content strategy supports communications strategy, by Diana Railton Slide 81 How content strategy supports communications strategy, by Diana Railton Slide 82 How content strategy supports communications strategy, by Diana Railton Slide 83 How content strategy supports communications strategy, by Diana Railton Slide 84 How content strategy supports communications strategy, by Diana Railton Slide 85 How content strategy supports communications strategy, by Diana Railton Slide 86 How content strategy supports communications strategy, by Diana Railton Slide 87 How content strategy supports communications strategy, by Diana Railton Slide 88 How content strategy supports communications strategy, by Diana Railton Slide 89 How content strategy supports communications strategy, by Diana Railton Slide 90 How content strategy supports communications strategy, by Diana Railton Slide 91 How content strategy supports communications strategy, by Diana Railton Slide 92 How content strategy supports communications strategy, by Diana Railton Slide 93 How content strategy supports communications strategy, by Diana Railton Slide 94 How content strategy supports communications strategy, by Diana Railton Slide 95 How content strategy supports communications strategy, by Diana Railton Slide 96 How content strategy supports communications strategy, by Diana Railton Slide 97 How content strategy supports communications strategy, by Diana Railton Slide 98 How content strategy supports communications strategy, by Diana Railton Slide 99 How content strategy supports communications strategy, by Diana Railton Slide 100
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How content strategy supports communications strategy, by Diana Railton

  1. 1. How content strategy supports communications strategy Diana Railton Content Strategy Forum 2011
  2. 2. Key points <ul><li>Across the world the communications profession is redefining itself </li></ul><ul><li>Communications strategy needs content strategy </li></ul><ul><li>Content strategy must live up to its name </li></ul>Photo: BusNikon
  3. 3. THE COMMUNICATIONS PROFESSION
  4. 4. Photo: billjacobus
  5. 5. Photo: timpeartrice
  6. 6. 41,000 members
  7. 7. ‘ The Never-Ending Turf War between PR and Marketing’
  8. 8. Call for ‘integrated communications’ ‘Peanut butter and jelly’
  9. 9. Call for ‘integrated communications’ ‘The director should be a Communicator 360° with sufficient knowledge of all parts involved’
  10. 10. Call for ‘integrated communications’ ‘If we persist in this argument, we will never be able to set in place a sound communications strategy ’
  11. 11. Call for ‘integrated communications’ ‘United we stand, divided we fall’
  12. 12. www.communicationmonitor.eu
  13. 17. www.ogilvypr.com.au/ Australia
  14. 20. Corporate communications <ul><li>Marketing communications? </li></ul><ul><li>External / internal communications </li></ul><ul><li>Brand management </li></ul><ul><li>Reputation management </li></ul><ul><li>Press / media relations </li></ul><ul><li>Investor relations </li></ul><ul><li>Government relations </li></ul><ul><li>Public affairs </li></ul><ul><li>Corporate social responsibility </li></ul><ul><li>Crisis communications </li></ul><ul><li>Change management communications ... </li></ul><ul><li>CORPORATE COMMUNICATIONS STRATEGY </li></ul>
  15. 21. Business strategy Corporate communications strategy External communications strategy Internal communications strategy
  16. 27. Professional communications teams Other departments Content teams Communication management
  17. 28. Need to share communications strategy Professional communication teams Other departments Content teams Communication management
  18. 29. Provide a template to integrate strategies Professional communication teams Other departments Content teams Communications strategy
  19. 31. The mind-set of senior managers
  20. 32. <ul><li>Strategic management </li></ul><ul><li>Carrying out the strategic plan </li></ul><ul><li>Measurable results </li></ul><ul><li>NUMBERS </li></ul>http://farm6.static.flickr.com
  21. 34. Communications strategy <ul><li>The only purpose for communications strategy is to achieve measurable results that help the organisation reach its vision / mission Les Potter </li></ul><ul><li>Focus on results, not activity </li></ul>
  22. 35. CONTENT STRATEGY RESULTS + ACTIVITY
  23. 37. Strategy essentials <ul><li>Simple to explain and carry out </li></ul>
  24. 43. ‘ Do-ability’
  25. 44. Producing a strategy
  26. 48. What do strategies look like? PASTA P urpose / Vision / Mission A ims / Objectives / Goals S trategy T actics A ctivities
  27. 49. VISION Where you want to get to
  28. 50. ‘ Dream the dream’ <ul><li>inspire ● communicate ● demonstrate </li></ul>
  29. 55. Which organisation? To be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online .
  30. 56. Which organisation? To be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online .
  31. 57. Which organisation? To organise the world’s information and make it universally accessible and useful.
  32. 58. Which organisation? To organise the world’s information and make it universally accessible and useful.
  33. 59. Which organisation? To be the fabric of real-time communication on the web.
  34. 60. Which organisation? To be the fabric of real-time communication on the web.
  35. 61. GOALS What you want to achieve / outcome VISION
  36. 62. Critical success factors Key performance indicators GOALS What you want to achieve / outcome VISION
  37. 63. STRATEGY GOALS VISION
  38. 64. http://printmediacentr.com
  39. 65. STRATEGY How you’re going to meet the goals GOALS VISION
  40. 66. Goal
  41. 67. Response ‘It would be an inspiring goal if there was a serious strategy. ‘But there isn’t. Even with the best will in the world, it is not going to happen.’ Guardian
  42. 68. TACTICS Short-term actions STRATEGY GOALS VISION
  43. 70. Strategy v tactics <ul><li>‘ I do not believe that there is value in spending time debating the nuances of the differences between strategies and tactics.’ </li></ul><ul><li>‘ One person’s strategy could be another person’s tactic depending on their level and role within a business.’ </li></ul><ul><li>Strategies of the Serengeti </li></ul>Stephen Berry
  44. 71. STRATEGY ROBUST, LONGER TERM TACTICS CHANGE RAPIDLY
  45. 72. Schedule: action plans ACTIVITY Day to day TACTICS STRATEGY GOALS VISION
  46. 73. Budget COST ACTIVITY TACTICS STRATEGY GOALS VISION
  47. 74. Cost Measurement ROI COST ACTIVITY TACTICS STRATEGY GOALS VISION
  48. 78. What does a basic strategy look like? P urpose / vision. What is it for? A ims / goals. Max of 7? S trategy. How will you do this? T actics. What’s your action plan? A ctivities. Day to day. Who, when, where? Budget Measurement ROI
  49. 79. What does a communications strategy look like?
  50. 80. What should a communications strategy include? Principles
  51. 81. Where does content strategy start? Principles
  52. 82. Can content strategy stand alone?
  53. 83. Photo: practicalowl
  54. 84. Content strategy Communications strategy Channels strategy Business strategy
  55. 85. Content strateg ies Communications strategy Channels strateg ies Business strategy
  56. 86. Communications channels matrix Web Electronic Broadcast Paper Phone Face to face
  57. 87. Communications channels matrix Websites Intranets Social media Tablets Email E-readers TV Radio Billboards Video Audio Letters Print Landline Mobile Meet Visual aids Web Electronic Broadcast Paper Phone Face to face
  58. 88. Digital (‘web enabled’) Websites Intranets Social media Tablets Email E-readers TV Radio Billboards Video Audio Letters Print Landline Mobile Meet Visual aids Web Electronic Broadcast Paper Phone Face to face
  59. 89. New channels, new techniques Twitter is awesome. Only 140 characters so say what you mean. Google+ is awesome. More than 140 characters so proper content. Adapted from Shel Holtz’s original
  60. 90. Content ‘shifting’ July 2011, Digital Media 3.0, http://blogs.forbes.com
  61. 91. Which do we go for? Website content strategy Website comms strategy Website strategy Twitter content strategy Twitter comms strategy Twitter strategy Social media content strategy Social media comms strategy Social media strategy Digital content strategy Digital comms strategy Digital strategy
  62. 92. Which do we go for? Website content strategy Website comms strategy Website strategy Twitter content strategy Twitter comms strategy Twitter strategy Social media content strategy Social media comms strategy Social media strategy Digital content strategy Digital comms strategy Digital strategy
  63. 93. INTEGRATED COMMUNICATIONS MANAGEMENT
  64. 95. A central team of content strategists Advise on content creation, delivery and governance Coordinate between teams Monitor channels Keep track of what’s showing User-generated content Standards Brand tone of voice Messaging Audit Refine strategies and action plans Recommend best channels for tasks Share advanced techniques MEASURABLE RESULTS
  65. 96. Photo: dmitri_66
  66. 97. Photo: amanderson2
  67. 98. Photo: David Berkowitz
  68. 99. Photo: TangoPango
  69. 100. <ul><li>Thank you </li></ul><ul><li>© DRCC 2011 </li></ul><ul><li>@dianarailton </li></ul><ul><li>[email_address] </li></ul><ul><li>www.drcc.co.uk </li></ul>
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