amy grace wells: nesting content strategy
TRANSCRIPT
NestingContentStrategyhowtoaddlayersofmeaningAmyGraceWells,ContentStrategist @amygracewells
#lavacon
Whatwasourgoal?
Buildaconsistentandcohesivebrandvoiceacrossallchannels.
Owned•Earned•Paid
@amygracewells #lavacon
Lotsofloftytalk
Lotsoflargedocs@amygracewells
Wherewerewestarting?
BetteralignmentwithuniversityprioritiesShifttomessageandaudiencefirstrather
thandistributionchannelWorkingacrossteamstobuildquality
contentandamplifyit
Bychangingthecontentmindset@amygracewells #lavacon
Wherewerewestarting?Contentstrategyisaprocess.
Contentstrategyisaboutthepeople.
Contentisatoolthatisn’tvaluableinofitself.
Contentisvaluablewhenitfurthergoals.
Howtorallytheteam?@amygracewells #lavacon
@amygracewells #lavacon
Nestingcreatesmemorablelayersthatprovideflexibility
@amygracewells #lavacon
Keycharacteristics
• Nestingdollsaresimilar,butnotexactcopies– Theyfitintoandcomplimentoneanotherbutcanhaveuniquedistinctions.
• Nestingdollsgetsmallerandmorenarrow– Justlikeacontentstrategy,thefurtheryougonarrowerandmoreintricatetheybecome.
Source:http://review.content-science.com/2015/10/stuck-on-creating-a-single-content-strategy-take-a-cue-from-nesting-dolls/
@amygracewells #lavacon
@amygracewells #lavacon
OuterRing:Whatweare
MovingInward:Howwetellourstories
InnerRing:Howwereinforceourmessages
@amygracewells #lavacon
OuterRing:Pillars/CoreValues
MovingInward:ContentTiers
InnerRing:EditorialThemes
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TheOuterDoll
Pillarsrepresentthekeyuniversityvalues.
Brokenintonationalvs.statemessaging.
Themostimportantcategoryforwhichallcontentshouldfit.
@amygracewells #lavacon
OpeningtheDoll
Howwetellourstories
Contenttiersidentifycategoriesofvaluablecontentandprioritizeit.
CollaborativeImpactsExceptionalCarolinaFamily
NationalProminence
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MovingInwardQuarterlyeditorialthemesprovideafocusfor
contentandreinforcetopicswithouraudiences.
LearningServiceResearchGlobal
Howwereinforceourmessages@amygracewells #lavacon
@amygracewells #lavacon
@amygracewells
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#lavacon
Nestingdollshelpkeeptheaudience(person)inmind.
@amygracewells #lavacon
@amygracewells #lavacon
AudienceFirst
Focusingonaudienceinsteadofdistributionchannelallowsforbetter
ReuseRepurposingRepackaging
Makesforabiggerimpact@amygracewells #lavacon
KeyResults
Reintroducedlong-formcontentintothenewsteam
4of6storieslandedinthetopperformingstoriesoftheyear
QualityoverQuantity@amygracewells #lavacon
KeyResults
Showedthevalueofadditionaldistributionchannelssuchassocialmedia
Topperformingstoriesgainedmoreviewershipfromothersourcesthanthe
emailnewsletter
AudienceoverDistribution@amygracewells #lavacon
YourTurn
Volunteerneeded…
Let’sNest@amygracewells #lavacon
TwoMinutes
Whatareyourorganization’sbiggestpriorities?
(pillars,cornerstones,corevalues)
Let’sNest@amygracewells #lavacon
TwoMinutes
Whatarethewaysyouwanttotellyourstories?
Let’sNest@amygracewells #lavacon
ThreeMinutes
Howdoyouwanttoreinforceyourmessages?
Let’sNest@amygracewells #lavacon
Howdoyouwanttoreinforceyourmessages?
@amygracewells #lavacon
Adaptations
OuterDoll:CoreStrategyInnerDolls:
SocialStrategyAdStrategy
Audience-BasedStrategyInitiative-BasedStrategy
@amygracewells #lavacon
GettingBuy-In&BuildingExcitement
NoovernightchangesLISTENextensively
Allowforfeedback(candid&constructive)Letthemimpacttheplan
GetteamstogetherregularlyProvideanalytic/performancereports
@amygracewells #lavacon
@amygracewells #lavacon
