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Content Strategy for Professionals - Coggle Diagram
Content Strategy for Professionals
Media refers to production used to tell a content strategy story (images, audio, text)
Platform is the content's destination (mobile, tablet, wearable media)
Multimedia refers to the use of more than one type of content. Mupti-platform means you're producing content for multiple destinations.
Storytelling
Illustrations reinforce the material read (photos of scientists, pictures, GIFs, charts)
The key from a storytelling perspective is to remember to keep the experience appropriate to the platform.
Nowadays the way of representing story telling has changed. FORMAT FOLLOWS STORY.
How people can account for the INTERACTION and interactivity and response of their audience?
The interaction is built into the Internet, because users must click on things or paw at them on a touch device
Types of interation with content
Basic and complex interactivity
Anticipate and respond to your to the audience's needs ( analytics to deliver custom-made content that responds to the individual's behavior)
Participate (clicking, scrolling, calling up content, participating in generating content and creating it together)
Transmedia experiences (it's about engaging audience at different moments in time across multiple platforms but still as part of that single experience)
Real world experiences
Content Design
Human-centered design process begins by examing the needs, dreams and behaviors of the people we want to affect with our solutions.
Human centered design is really all about identifying the delivery form for content, determining the right tone and emotion of that content, optimizing interactions that lead to the content and shaping the way the content is written or recorded
HCD is goal oriented
USABILITY TESTING is used to evaluate the design of content.
Usability testing is all about watching and listening to people, in all forms, to real people, and understanding whether content managers achieved what they need to do.
Managing content
Building a Core Strategy: 5 D's
Discover
It's thinking about your purpose and getting your objective set, user research
Content Audit: inventory has to list all info
Define
how are you going to think about success?
How do you think about success?
Design
Hierarchy of styles, page work
Develop
Deploy
Intellectual property (IP)
It is a legal concept which refers to the protection of assets that might result in tangible products, can be inventions, artistic creations.
WIPO
Outsourcing
Sometimes, outsourcers are able to create the content and distribute it for you. And so, you get advantage of their distribution mechanisms.
Sometimes outsourcing content goes to public relations firms, to speechwriters, professional freelance whitepaper authors and to digital agencies.
In-House Creation
you gain some things, control, brand knowledge.
IBM
Content Strategy's Future
Social
Its characteristics
real-time
worldwide
content-focused (people are looking for content that relates to their lives and the challenges they're facing, both as an individual and professionally)
multi-media
diverse delivery
customer controlled ( it's people creating sites to link up with other people)
seeking expertise
Social Communities
Passion communities
They are internally driven and can move between passion levels with permanent communities and stable members
Trigger Event communities
They are both externally and internally driven by ifestyle changes or some specific event. Their members tend to be more temporary.
Virtual community
It is basically on a mission. They are self-forming.
Levels of Vitrual and Social communities
At the center are the EXPERT, and these are the people that are the trusted agents and the experts in that particular topic area
INFLUENTIALS. These are bloggers who are essentially talking to thousands of people about the very topics of interest. And they are very influential in terms of saying, here are the topics that we need to do.
At the outer ring of that are the OCCASIONALS.
Occasionals are people that are occasionally in the market, and occasionally outside. The real key is that if we put out a great piece of content, the influentials will pick it up and they will talk to tens of thousands of the occasionals.
What are social visitors are seeking?
Clarity to understand what is going. on.
Guidance
How to work with visitors??
Three importnat concepts
Understand their mission
Diagnosis (the nature of the challenge faced by the social community)
Guiding policy (how can we help them deal with the challenge)
Coherent action (set the coordinated activities)
identify hot topics
filter and focus (give important info)
Differentiated Messaging
The content should be structured around Maslow's Hierarchu of Needs
BUILTY as a tool to learn what works
Tools to Use at Work
Phone
Social Mention
Alltop