Download - Meld Magazine: Content Strategy Workshop
Previously //!!The digital media industry What jobs are out there? Requisite skills and competencies What does it mean for me? Meld Strategy 2014 What should I be getting out of my time at Meld?
Explore
Equip
Engage Empower
Excel
• Tools and platforms • Strengths and weakness • Topics of interest • Various roles in digital
media
• Build on and widen skill sets
• Journalism, multimedia, social media
• Leadership, project management, business, entrepreneurship
• Apply skills and knowledge
• Practice, practice, practice
• Work as a team • Think and act like
media executives, entrepreneurs
• Build up a professional portfolio
• Share knowledge and skills, best practice
• Network and reach out to communities of interest
• Invite others to participate
• Build on strengths and work on weaknesses
• Improve competency • Develop specialties or expertise • Take your skills to the next level • Boost chances of getting
employed
Meld Strategy 2014!Volunteer/Work experience model !
Editor-in-chief
Editors Social media mgrs
Multi-media editors
Videographer
Reporter
Photographer
Graphic designer
Contributor
International students Communities
of interest International education stakeholders
Across all Meld pla-orms
Resource, guidance and training
Social media interns
Meld Strategy 2014!A flatter, more grassroots-driven organisational structure !
Tran
sfer
able
ski
lls!
Research and analysis Interpersonal, oral and written communication skills Organisation and leadership Personal branding Business acumen
Spec
ific
skill
s Writing, photography, videography, design and editing for the web Content and social media strategy development across multiple platforms Community management and social media engagement SEO, web and social media analytics
Del
iver
able
s Content strategy for semester 1 – signed off by supervising editor Editorial calendar – two 3-month calendar or one semester-long calendar Body of content published across Meld platforms to deadline Input from community through contributions or social media
Out
com
es
Improved learning outcomes – volunteers empowered to own and lead projects Content and social media strategy to reach audience more effectively Organisation is flatter, more open and grassroots driven
Kick off
Brainstorm and team
Strategy and plan
Content and community
engagement
Measure and evaluate
1. Understand the big picture
2. Set personal development goals
3. Get to know each other
1. Express your interests
2. Form teams 3. Brainstorm ideas
1. Content strategy across multiple platforms
2. Editorial calendar 3. Assign roles and
agree on deadlines 1. Produce content 2. Community
outreach 3. Seek contributions
from community
1. Google Analytics 2. Social media
measurement 3. Performance
evaluation
Meld Strategy 2014!Process Overview!
Media executives
• Content strategy development in line with organisational goals • Define platforms and delivery formats for content • Analytics and performance evaluation
Editors
• Manage editorial calendar • Coordinate and commission stories • Engage and support community to contribute content
Content creators
• Produce content across platforms • Social media engagement - following and personal brand
In your teams, your learning objectives are to learn to think and act like:
Today //!
Agenda //!!Personal development Getting started – what is content strategy and why is teamwork important? Content strategy development Objectives, brand, audience, SEO and content – what do we need to consider when developing a content strategy? Measuring success Analytics and other measurement metrics – what are we aiming for and how do we know we’re on the right track? Next steps Content strategy development framework
What is content strategy?
Personal development
Content strategy
development Measuring success Next steps
Some definitions: ! “Planning for the creation, delivery, and governance of useful, usable, content.”! Kristina Halvorson, Content Strategy for the Web “(Using) words and data to create unambiguous content that supports meaningful, interactive experiences.”! Rachel Lovinger, Content Strategy: The Philosophy of Data” “We define content strategy as: getting the right content to the right user at the right time.” Kevin P. Nicholas, SapientNitro
Personal development
Content strategy
development Measuring success Next steps
Content strategy development involves tapping into a wide range of disciplines. It involves teamwork. ! User experience ! Design ! Information architecture ! Content creation ! SEO ! Social media ! Marketing ! Brand building
Personal development
Content strategy
development Measuring success Next steps
How do I operate in a team environment?
Personal development
Content strategy
development Measuring success Next steps
Belbin Test for assessing team roles
Activity
Personal development
Content strategy
development Measuring success Next steps
What do we need to consider when developing a
content strategy?
Personal development
Content strategy
development Measuring success Next steps
!!
Your section!!
E.g. News and issues
E.g. Fashion and beauty
E.g. Film and TV
Meld!Objectives, brand,
audience, voice
Personal development
Content strategy
development Measuring success Next steps
Putting it into words. Review the excerpt from Meld’s business plan. ! What are our objectives? ! Who is our audience and what do we know about
them? ! What is Meld’s brand and voice?
Activity
Personal development
Content strategy
development Measuring success Next steps
!Your section!• Define your community of interest • Carve out your unique talking points • Figure out process, platforms, tools and
resources needed to create and maintain conversations
• Create your editorial calendar
E.g. News and issues
E.g. Fashion and beauty
E.g. Film and TV
Meld!Objectives, brand,
audience, voice
Personal development
Content strategy
development Measuring success Next steps
Step 1: Define your community of interest ! Who is your target audience? ! Where are they from? ! Where do they study? ! Which part of the international student lifecycle do they
belong to? ! What do they care about? ! Where do they go to seek out information? ! How do they use social media? ! What subjects do you have the most context/knowledge in
within this section? ! Why would your target audience want to visit your section? ! What do they want to know or be able to do after reading
content from your section?
Personal development
Content strategy
development Measuring success Next steps
Step 2: Carve out your unique talking points “Do what you do best and link to the rest” – With insight to your community of interest, decide on your top three unique talking points. ! Why would your target audience choose to consume content
from your section and not elsewhere? ! What would they not want to see in your section? SEO – What key phrases do you want to rank well for on Google that would put your content directly in front of your target audience?
Personal development
Content strategy
development Measuring success Next steps
Step 3: Figure out process, platforms, tools and resources needed to create and maintain conversations ! Process – Who do you have to communicate with and how
would you work together to get the job done?
! Platform – Where should the conversations around the unique talking points be taking place?
! Tools and resources – What tools and resources would really help me do the job?
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Content strategy
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Step 4: Create an editorial calendar! Expand on your unique talking points and brainstorm ideas for content. It should be a mix of: !! Recurring content – Weekly, monthly or annually. Think
columns like the Weekender, campaigns such as Sextember. !! Time-sensitive content – One-off, seasonal, what’s
trending. Think breaking news, film festivals and other events.
! Timeless content – Informative, useful, for all time. Think how-to guides, tips and advice, explainers and backgrounders.
Personal development
Content strategy
development Measuring success Next steps
Always remember that all content you create needs to be SUPER.!!! Shareable and searchable – social in nature, potential to go
viral and SEO-friendly ! Unique – remember, do what you do best and link to the rest ! Platform appropriate – content can and should vary across
platforms ! Engaging – opportunities for audience to participate in
content creation, interact with content or inspire action ! Relevant – content speaks directly to your target audience
Personal development
Content strategy
development Measuring success Next steps
What are we aiming for and how do we know we’re on
the right track?
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Content strategy
development Measuring success Next steps
You are an advertiser looking to reach out to international students. What would you want to know before signing a contract with Meld? Where would you advertise? Which content platforms would you want to serve your message? What facts and figures would you be after?
Activity
Personal development
Content strategy
development Measuring success Next steps
Your strategy is only as good as the outcome. First you have to decide on the metrics for measurement.!!How will you know your strategy has been effective? What are your KPIs? !! Volume of content? Quality of content? ! Site/section traffic? From search, direct, or social? ! Virality - social media likes and shares? ! Community engagement? Comments? Contributor posts?
Social media interaction?
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Content strategy
development Measuring success Next steps
Decide what tools you will use to measure!!! Google Analytics ! Website likes, tweets, shares ! Excel spreadsheet
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Content strategy
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Finally, set some goals to work towards.!!! Be realistic ! Decide when and how often you will measure
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Content strategy
development Measuring success Next steps
Next steps
Personal development
Content strategy
development Measuring success Next steps
Tran
sfer
able
ski
lls!
Research and analysis Interpersonal, oral and written communication skills Organisation and leadership Personal branding Business acumen!
Spec
ific
skill
s Writing, photography, videography, design and editing for the web Content and social media strategy development across multiple platforms! Community management and social media engagement SEO, web and social media analytics
Del
iver
able
s Content strategy for semester 1 – signed off by supervising editor!!
Editorial calendar – two 3-month calendar or one semester-long calendar! Body of content published across Meld platforms to deadline Input from community through contributions or social media
Out
com
es
Improved learning outcomes – volunteers empowered to own and lead projects Content and social media strategy to reach audience more effectively Organisation is flatter, more open and grassroots driven
Kick off
Brainstorm and team
Strategy and plan!
Content and community
engagement
Measure and evaluate
1. Understand the big picture
2. Set personal development goals
3. Get to know each other
1. Express your interests
2. Form teams 3. Brainstorm ideas
1. Content strategy across multiple platforms
2. Editorial calendar 3. Assign roles and
agree on deadlines 1. Produce content 2. Community
outreach 3. Seek contributions
from community
1. Google Analytics 2. Social media
measurement 3. Performance
evaluation
Where are we now?!Process Overview!
Personal development
Content strategy
development Measuring success Next steps
Work together to develop your content strategy
Present it to your supervising editor
Reporter, multimedia
Social media
News and
issues Film
and TV
Travel
Content strategy
development framework
Find out who is in your team!
Personal development
Content strategy
development Measuring success Next steps
This isn’t the end but the start of an ongoing conversation!!
Ask questions, provide feedback, suggest ideas or raise concerns in Meld’s team page, or email [email protected].
!
Personal development
Content strategy
development Measuring success Next steps