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Content Strategy for Professionals: Managing Content : - Coggle Diagram
Content Strategy for Professionals: Managing Content :
What is it?
:question:
It focuses on the planning, creation, delivery, and governance of content
It uses credible, trustworthy, transparent media to communicate
stories and information to enhance an organization’s strategic goals
John's 3 Truths
:explode:
There is ferocious competition for people’s precious,
limited time
The world is becoming ever more complicated, but people will give you their time and attention if you give them more of what they want
There is a rapidly rising tidal wave of information and it will continue to rise forever
Understanding audience
:silhouettes:
People will take more of what they need to know from organizations that give hem what they want to know
Only a certain number of topics deeply at a time
They will only pay attention to your topics when motivated to do
How they spend their time?
Personas are archetypes of individuals at the center of your organization’s target
market
What experiences will motivate your audience to
engage more with your content and what will prompt them to turn away from it?
Values+ motivation + age + location
What can help to build a relationship with the audience?
Branding
:warning:
Company brand+ Content + Engagement and Relationship
People + Designing products and services= Meeting their needs and wants + communicating this to them= MARKETING
A brand is more than just a name. It is based on your understanding of the target audience and what you want to give them
Articulate the concept of your brand very clearly
Write a positioning statement that specifies
1) who the target segment is
2) what the core concept is
3) how this is different from your competitors
All pieces of content should be tied to the experiences that your content strategy calls for
Experiences
(How people feel, think and act when they use your product)
:!?:
Creating experiences
Organisation's concept
Content, design, customer service, marketing
Audience's experience
Audience's idea of concept
The collective set of experiences that a person has with content creates their overall engagement with the brand
Why do they matter?
All content creates user experiences
Experiences are linked to usage
The creator of the content, can shape those experiences
Voice
:star:
Be yourself
Be direct
Be specific
What is the best media window in your reader’s day to engage with your content?
Is your idea best delivered as one type of media content, or should you think about a portfolio strategy?
Tone is the mood of the writer's voice
it gives a writing voice nuance, depth, color
Tips
:check:
Know your story
Understand the media-consuming habits of the audience
Remember to keep the experience appropriate to the platform
Success in social is developing timely, relevant content
Be sure to test different messages in the various social channels and keep track of the results
Figure out how your organizational content will be managed
Design
(very important)
:pencil2:
What is the user doing, seeing or listening too when they encounter or need your content?
Do you have their full attention?
Are their hands free?
Do they have a fixed amount of time?
Design is an iterative process (there are a series of phases and designers will cycle through those phases multiple times)
A good design process starts with low-fidelity of quick, rough-hewn prototypes to get initial, broad feedback. It moves on to higher fidelity prototypes that test specific features or actions.
It should be human centered (oriented)
Choose color identity
Social media
:smiley:
Networks+ Virtual communities
Virtual communities are on a mission. They look for expertise and they want to engage with their audiences
1) Passion communities
Are internally driven and can move between passion levels with permanent communities and stable members
2) Trigger Communities
Are both externally and internally driven by lifestyle changes or some specific event. Their members tend to be more temporary
Managing content and IP
:checkered_flag:
Have a plan B
Ensure that your content is key word searchable
Create a governance plan for who is responsible for the material approvals
Intellectual property
Property
Paterns
Trade secrets
Copywriting
Trademarks
Brands want to use content because 70% of consumers prefer getting to know a company via articles rather than advertisements