Content for change
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The document discusses content strategy and its importance for organizations. It notes that content strategy affects the entire organization, including its people, processes, and audiences. Content strategy is about bringing order to an organization's large and growing collection of content across various channels. It involves understanding user contexts, listening to audiences, and empowering teams to create and manage content. Organizations need to audit and measure their current content, plan editorial calendars, and have ongoing conversations with audiences to ensure their content and strategies remain effective over time.
![‘...anything that conveys meaningful
information to humans is called “content.”
‘but ...[organisations] with hundreds
or thousands of pieces of online content need
someone who can stand back and figure out
what all that content should communicate.’
- Erin Kissane
Sunday, 13 May 2012](https://image.slidesharecdn.com/content-for-changeupdate-120518123237-phpapp02/85/Content-for-change-14-320.jpg)
Content for change
- 1. C o n t e n t f o r c h a n g e Sunday, 13 May 2012
- 2. content strategy Sunday, 13 May 2012
- 3. We’ll get to that. Sunday, 13 May 2012
- 4. This is your organisation Image: Tang Yau Hoong Sunday, 13 May 2012
- 5. Sunday, 13 May 2012
- 6. Communications = what we see above the line Sunday, 13 May 2012
- 7. Content affects the entire organisation Sunday, 13 May 2012
- 8. Why? Sunday, 13 May 2012
- 9. It’s your people Photo: Greg Peverill-Conti Sunday, 13 May 2012
- 10. It’s your processes Sunday, 13 May 2012
- 11. It’s your audience Sunday, 13 May 2012
- 12. It’s everything we see about your story Sunday, 13 May 2012
- 13. This thing called content strategy? Sunday, 13 May 2012
- 14. ‘...anything that conveys meaningful information to humans is called “content.” ‘but ...[organisations] with hundreds or thousands of pieces of online content need someone who can stand back and figure out what all that content should communicate.’ - Erin Kissane Sunday, 13 May 2012
- 15. CS is about all of the mess Sunday, 13 May 2012
- 16. And it’s all getting messier all the time Sunday, 13 May 2012
- 17. Sunday, 13 May 2012
- 18. But that’s only one half of the mess Sunday, 13 May 2012
- 19. The rest of the mess Sunday, 13 May 2012
- 20. People are messy Sunday, 13 May 2012
- 21. This guy again. Photo: Greg Peverill-Conti Sunday, 13 May 2012
- 22. And what he does. Sunday, 13 May 2012
- 23. Context is king. Sunday, 13 May 2012
- 24. Your best stories depend on your organisation Sunday, 13 May 2012
- 25. The behind-the-scenes contexts matter most too Sunday, 13 May 2012
- 26. OK, back to these guys Sunday, 13 May 2012
- 27. People want stories. Sunday, 13 May 2012
- 28. It’s how to get them to listen - and keep listening - that’s hard “If your idea ends with “and then we drive traffic to it,” you’ve failed.” Whatconsumesme.com Sunday, 13 May 2012
- 29. But we fear losing control Sunday, 13 May 2012
- 30. In reality, control isn’t ours to lose Sunday, 13 May 2012
- 31. Sunday, 13 May 2012
- 32. Of course, that’s not quite true Sunday, 13 May 2012
- 33. what you can do Sunday, 13 May 2012
- 34. Communication travels two ways Sunday, 13 May 2012
- 35. First, you need to understand user context Sunday, 13 May 2012
- 36. Sunday, 13 May 2012
- 37. Assumptions about reader context - however well researched - will never be perfect. - Erin Kissane We all make assumptions Quit thinking you can just guess what subset of content a “mobile user” wants. You’re going to guess wrong. - Karen McGrane Sunday, 13 May 2012
- 38. Don’t assume. Listen instead. Sunday, 13 May 2012
- 39. things to listen to Sunday, 13 May 2012
- 40. activism & audience Sunday, 13 May 2012
- 41. All content is inert until it is useful Sunday, 13 May 2012
- 42. What inspires imagination? Sunday, 13 May 2012
- 43. Sunday, 13 May 2012
- 44. Sunday, 13 May 2012
- 45. Sunday, 13 May 2012
- 46. Sunday, 13 May 2012
- 47. Sunday, 13 May 2012
- 48. Sunday, 13 May 2012
- 49. Sunday, 13 May 2012
- 50. Sunday, 13 May 2012
- 51. These are game-changing Sunday, 13 May 2012
- 52. C h a n g e b e yo n d campaigns Sunday, 13 May 2012
- 53. Managing this much content takes planning Sunday, 13 May 2012
- 54. So real change means organisational change Sunday, 13 May 2012
- 55. Anecdotage Sunday, 13 May 2012
- 56. A story about letting go of command + control ‘There's a lot of worry about the lack of control - what happens when you let things go live. People worry about giving their marketing teams license to speak for the brand.’ - Shelley Gregory-Jones Sunday, 13 May 2012
- 57. Sunday, 13 May 2012
- 58. Sunday, 13 May 2012
- 59. Sunday, 13 May 2012
- 60. Sunday, 13 May 2012
- 61. Sunday, 13 May 2012
- 62. How they got there •Empowered by a rebrand - ‘It gave us leverage’ •Subject-matter content audit - to determine quality and match content to audience Sunday, 13 May 2012
- 63. ‘With our science content, I thought 'oh, that content is fine, I don’t have to worry about it' but the audit and analytics showed otherwise. There were instances of our message across the site but no one concise message anywhere.’ - Jo Kerr Sunday, 13 May 2012
- 64. Expert use of experts ‘To redo the science content, I brought in an audiologist, had him sit down and said "Explain it to me like I'm doing my GCSEs". ’ - Jo Kerr Sunday, 13 May 2012
- 65. Why it worked •Ownership and empowerment •‘We were told it had to be ‘good’ - but had to define for ourselves what ‘good’ was •Set up analytics goals themselves, got ‘a bit obsessed’ Sunday, 13 May 2012
- 66. ‘It's all about being smarter with the resources you have. ‘And you need to hire people for whom content is their "thing". Otherwise it won't work.’ - Jo Kerr Sunday, 13 May 2012
- 67. "We have freedom, we have to use it to best effect - it's all a bit frightening, how do we know we're doing the right thing? But if you make even one thing better and everything else stays the same, it's worth the effort."’ - Jo Kerr Sunday, 13 May 2012
- 68. Using the tools you have Sunday, 13 May 2012
- 69. What we recommend Sunday, 13 May 2012
- 70. Non-stop strategy Auditing 1 NT CO NTE 2 Planning Measurement 4 AND AL RI ITO GY ED ATE STR 3 Delivery Sunday, 13 May 2012
- 71. Audits •The unavoidable first (and never- ending) step •It will debunk the deepest beliefs you have about your website Sunday, 13 May 2012
- 72. Testing •Do this as lightly as you have to or as thoroughly as you can •Use testing to define your users - and develop personas, if you like •Try to set personas for each organisational area so you have something external to measure Sunday, 13 May 2012
- 73. Measurement •Get to know Google Analytics - or whatever tool you use •But remember, it’s not really about the numbers •It’s the insights they reveal •And above all, the changes you make as a result Sunday, 13 May 2012
- 74. Editorial calendars •People will not just come and tell you what their plans are •Everyone thinks their content is top priority •If you don’t have a plan, you can’t show them where they fit in the hierarchy of needs Sunday, 13 May 2012
- 75. Conversations •Still using social media just for PR? People can tell •Use it to talk directly people, to find out where & how they’re talking to each other •Be willing to take risks Sunday, 13 May 2012
- 76. Think beyond web •Your story is not just happening on the web, or on mobile or tablet •Get data from outlets if you have them, from people who post in donations, from forums Sunday, 13 May 2012
- 77. What all that means •Figure out what you have •Rewrite •Listen to your audience •Talk to your audience •Analyse their responses Sunday, 13 May 2012
- 78. There’s a lot more to say. Sunday, 13 May 2012
- 79. Please ask. Sunday, 13 May 2012
- 80. with thanks to Jo Kerr, Owen Booth & Shelley Gregory-Jones Sunday, 13 May 2012
- 81. About Me: Elizabeth McGuane Content strategy: LBi.co.uk Writing: mappedblog.com Twitter: @emcguane Sunday, 13 May 2012