Content Strategy Applied: Making the most of your content

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  1. 1. CONTENT STRATEGYAPPLIEDHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013 MAKING THE MOST OF YOUR CONTENTCOLLEGE OF AMERICAN PATHOLOGISTSDIGITAL TEAM RETREAT JUNE 2013
  2. 2. ABOUT MEContent strategy doer, manager, mentor, teacher since 1999 Manage the Content Strategy LinkedIn group & Chicago Content Strategy Meetup Started a content meetup in Chicago in 2002 (one of 3 globally at the Mme) Consult with associaMons, corporaMons, nonprots ..otherwise, Im kniSng DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL @hilarymarsh Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  3. 3. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013 WHAT IS CONTENT?
  4. 4. CONTENT STRATEGY CHALLENGESHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013 No one can nd anything on our website, and theyre starMng to complain to the CEO PracMcally everyone in our organizaMon can and does publish content to the site, and on social media, and youd almost never know it was from the same organizaMon No one is in charge of the home page Everyone is in charge of the home page We want to share our informaMon on social media more fully, but we cant do it easily because of our technical limitaMons
  5. 5. CONTENT STRATEGY CHALLENGESHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013 We cant add comment funcMonality to our content because we wont know how to handle the comments Some of our best material is presented as PDFs, with Mtles like 4002.pdf We cant pull in related links on content automaMcally because our content isnt tagged or labeled Our website is organized based on our org structure rather than on how our audience thinks about us or our content Our audience cant get the informaMon they want from their mobile devices
  6. 6. CONTENT STRATEGY CHALLENGESHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013 Theyre about process ownership collaboraMon mutual understanding (or lack thereof) BUSINESS
  7. 7. HOW I DEFINE CONTENT STRATEGYWHOWHATWHEN OF PUBLISHINGWHERE CONTENTWHYHOWHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  8. 8. HOW I DEFINE CONTENT STRATEGYA STRATEGIC STATEMENTTYING CONTENT(AND COMMUNICATION)TO BUSINESSHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  9. 9. HOW I DEFINE CONTENT STRATEGYAND THE PEOPLE,PROCESSES, AND POWERTO EXECUTE THATSTATEMENTHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  10. 10. CONTENTSTRATEGIST ASORCHESTRACONDUCTORHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  11. 11. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013 FOCUS YOUR CONTENTON THE READERON THE MEMBER
  12. 12. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  13. 13. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  14. 14. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013 IDENTIFYING AND PRIORITIZING AUDIENCES
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  17. 17. RESPECT THE DEPTHHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  18. 18. UNCOVER THE BURIED TREASURESHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  19. 19. SURFACE THE GEMSHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  20. 20. Hilary Marsh, Content Company CREATING AUDIENCE-FOCUSED CONTENTCAP Digital Team Retreat, June 14 2013
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  25. 25. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  26. 26. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
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  29. 29. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  30. 30. Hilary Marsh, Content Company BE A CONTENT DJCAP Digital Team Retreat, June 14 2013
  31. 31. MIX YOUR CONTENT WELLMEMBERS WANT A FEW TOPICS(THEY WONT GET BORED)BITE, SNACK, MEALHilary Marsh, Content Company h]p://www.slideshare.net/hilarymarsh/become-a-content-dj-how-to-create-a-winning-mix-for-your-content-markeMng h]p://ewriteonline.com/arMcles/2011/11/bite-snack-and-meal-how-to-feed-content-hungry-site-visitors/ CAP Digital Team Retreat, June 14 2013
  32. 32. FOSTERCOLLABORATIONHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  33. 33. USE TOOLSHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
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  35. 35. REDEFINE SUCCESSFROM PUT IT UP TO USAGEMEASURE SATISFACTION, ASWELL AS VISITSHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  36. 36. HELP CONTENT OWNERSTELL THE STORY OF THEIRSUCCESSHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
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  38. 38. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  39. 39. LATHER, RINSE, REPEATHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  40. 40. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  41. 41. BUILD YOUR ARMYHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  42. 42. SUCCESS BECOMESEVERYONES BUSINESSHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  43. 43. SUCCESS TOOLSWRITING GUIDELINESALL FOR ONECOLLABORATIONREWARDSMOTIVATIONNow, wriMng guidelines and principles make a dierence Now, collaboraMng is more producMve than compeMng Now, each person is moMvated to reach out Now, individual interests lead to common good Now, peoples contribuMons to everyones eorts are recognized Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  44. 44. WORKING TOGETHERFOR MEMBERSATISFACTIONHilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  45. 45. Hilary Marsh, Content Company CAP Digital Team Retreat, June 14 2013
  46. 46. THANK YOU.Hilary Marsh, Content Company hilary@hilarymarsh.com @hilarymarsh CAP Digital Team Retreat, June 14 2013