Creating a Contextually Relevant World
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The document outlines a strategy for creating contextually relevant content, emphasizing the importance of timing, placement, and audience understanding. It provides a step-by-step approach, including defining roles, gathering audience data, and maintaining situational awareness to effectively engage with trends. The toolkit includes clear responsibilities, updated audience data, and checklists to support this strategy.
Creating a Contextually Relevant World
- 2. • defining context • context vs content • how to build a strategy for context
- 3. this week’s context issue: selfie-gate
- 6. context is... • where you place your content • when you place your content • how you place your content
- 7. Video Article Image Culture of the moment (context) Tweet Gif
- 11. planned publishing vs reactive publishing
- 12. you must be equal parts this....
- 13. ... and this
- 14. how to plan for context
- 15. step 1: establish roles and processes
- 16. • who is in charge of the content calendar? content • who creates or curates the content? creative, content, social • who is on the edit desk? proofreading, content, social • who monitors and moderates? social • who protects the brand? account, client, PR • who identifies relevant opportunities? everyone • who measures success? social, analytics
- 17. step 2: know your audience
- 18. be interested to be interesting
- 19. define your audience as specifically as possible gather the usual data: • how they consume and use media (media data) • their attitudes, beliefs, behaviors (planning data) • what they like to talk about with others (social data) update this data on a daily basis
- 20. have a good old-fashioned rundown, every day
- 21. step 3: know your lane
- 22. off-limits off-limits trending topics you can and should respond to
- 25. step 4: ignore your plan
- 28. step 5: practice your S.A.
- 31. tips for developing situational awareness: • be curious - question everything • play chess (think 3 moves ahead) • know your critics • spot check, gut check, fact check • make checklists • document and review mistakes (those who forget history are bound to repeat it)
- 32. Context strategy toolkit • Clear descriptions of roles and responsibilities • Audience data updated as much as daily through listening • Defined guardrails • Team rundowns (in-person, phone or virtual) • S.A. checklists