nested content strategy: adding layers to rally content teams
TRANSCRIPT
NestedContentStrategyaddinglayerstorallycontentteams
AmyGraceWells,ContentStrategist @amygracewells
#heweb16#mcs6
Whatwasourgoal?
Buildaconsistentandcohesivebrandvoiceacrossallchannels.
Owned•Earned•Paid
@amygracewells #heweb16
Lotsofloftytalk
Lotsoflargedocs@amygracewells
Wherewerewestarting?
Betteralignmentwithuniversitypriorities
Shifttomessageandaudiencefirstratherthandistributionchannel
Workingacrossteamstobuildqualitycontentandamplifyit
Bychangingthecontentmindset
@amygracewells #heweb16
Wherewerewestarting?
Contentstrategyisaprocess.
Contentstrategyisaboutthepeople.
Contentisatoolthatisn’tvaluableinofitself.
Contentisvaluablewhenitfurthergoals.
Howtorallytheteam?
@amygracewells #heweb16
@amygracewells #heweb16
Nestingcreatesmemorablelayersthatprovideflexibility
@amygracewells #heweb16
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 #heweb16
@amygracewells #heweb16
OuterRing:Whatweare
MovingInward:Howwetellourstories
InnerRing:Howwereinforceourmessages
@amygracewells #heweb16
OuterRing:Pillars/CoreValues
MovingInward:ContentTiers
InnerRing:EditorialThemes@amygracewells #heweb16
TheOuterDoll
Pillarsrepresentthekeyuniversityvalues.
Brokenintonationalvs.statemessaging.
Themostimportantcategoryforwhichallcontentshouldfit.
@amygracewells #heweb16
OpeningtheDoll
Howwetellourstories
Contenttiersidentifycategoriesofvaluablecontentandprioritizeit.
CollaborativeImpactsExceptionalCarolinaFamily
NationalProminence
@amygracewells #heweb16
MovingInward
Quarterlyeditorialthemesprovideafocusforcontentandreinforcetopicswithour
audiences.
LearningServiceResearchGlobal
Howwereinforceourmessages
@amygracewells #heweb16
@amygracewells #heweb16
@amygracewells
XXXXXX
#heweb16
Nestingdollshelpkeeptheaudience(person)inmind.
@amygracewells #heweb16
@amygracewells #heweb16
AudienceFirst
Focusingonaudienceinsteadofdistributionchannelallowsforbetter
Reuse
Repurposing
Repackaging
Makesforabiggerimpact
@amygracewells #heweb16
KeyResults
Reintroducedlong-formcontentintothenewsteam
4of6storieslandedinthetopperformingstoriesoftheyear
QualityoverQuantity
@amygracewells #heweb16
KeyResults
Showedthevalueofadditionaldistributionchannelssuchassocialmedia
Topperformingstoriesgainedmoreviewershipfromothersourcesthanthe
emailnewsletter
AudienceoverDistribution
@amygracewells #heweb16
YourTurn
Volunteerneeded…
Let’sNest
@amygracewells #heweb16
TwoMinutes
Whatareyouruniversity’s
biggestpriorities?
(pillars,cornerstones,etc.)
Let’sNest
@amygracewells #heweb16
TwoMinutes
Whatarethewaysyouwanttotellyourstories?
Let’sNest
@amygracewells #heweb16
ThreeMinutes
Howdoyouwanttoreinforceyourmessages?
Let’sNest
@amygracewells #heweb16
Adaptations
OuterDoll:CoreStrategy
InnerDolls:
SocialStrategy
AdStrategy
Audience-BasedStrategy
Initiative-BasedStrategy
@amygracewells #heweb16
GettingBuy-In&BuildingExcitement
Noovernightchanges
LISTENextensively
Allowforfeedback(candid&constructive)
Letthemimpacttheplan
Getteamstogetherregularly
Provideanalytic/performancereports
@amygracewells #heweb16
@amygracewells #heweb16
