Content Strategy Fuer NGOs_Radl_lang

7/30/2019 Content Strategy Fuer NGOs_Radl_lang

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ContentStrategyfrNGOs

Webinhalteerststrategischplanen,dannpublizieren

re:campaign2013Berlin,6.5.2013BrigitteAliceRadl

[email protected]@brigitte_alice


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SOCIAL MEDIA & NGOsBILDQUELLE:http://www.thepotato.ie/2013/04/social-media-secrets-cats-or-dogs


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KOMPLEXITT


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BERFORDERUNGBILDQUELLE:http://scholarzblog.wordpress.com/2008/04/30/blogwelt-serie-wie-arbeite-ich-schneller-produktivitatsblogs/


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WAS?CONTENT?


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CONTENTSTRATEGY


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"Contentstrategyplansforthecreation,publication,

andgovernanceofuseful,usablecontent.KristinaHalvorson,ContentStrategyfortheWeb,2009


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ContentStrategyin6Schritten

BILDQUELLE:http://www.beinsteinerkleiderboerse.de/Ferien/2004/


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#1berprfeDeineInhalte


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ContentInventory


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berblickberbereitsvorhandeneInhalte IdentiikationvongutenundmangelhaftenInhaltenundProzessen ArgumentationsgrundlagegegenberStakeholdernderOrganisation BasisfrdieVerbesserungderWebprsenzundfrdieContentStrategy

Quantitatives&qualitatives

ContentAudit


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#2KenneDeineNutzer


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The purpose of user research is to movebeyondassumptions,guesses,andstereotypesto discover what your human readers,

viewers,andlistenersreallywantandneed.ErinKissane,TheElementsofContentStrategy,2011


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ChrisAtherton:Nonproit,zerocontent,ConfabLondon2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf


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Mentalhealthhasastigmalikemanyothertopics.People dont talk about it. That was the central

problemthattheytriedtosolveinthecampaign.ChrisAtherton,ConfabLondon2013


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Nonproit is not sexy. But they have people whoreally really care about adolescents with mental-

healthproblems.ChrisAtherton,ConfabLondon2013


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http://www.time-to-change.org.uk/youngpeople


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#3berzeugeDeineStakeholder


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1.IdentiiziereDeineStakeholder.

2.InvolviereDeineStakeholder.

3.InteressiereDichfrDeineStakeholder.4.IndividualisiereDeineBotschaften.

5.IntegriereDeineStakeholderdauerhaft.

BILDQUELLE:http://www.justinsjourney.net/wp-content/uploads/2012/05/0718hippies.jpg


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#4DeiniereDeineBotschaften


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IfyoudontknowWHATyouneedtocommunicate,

howwillyouknowHOW,orifyousucceed?MargotBloomstein,http://de.slideshare.net/mbloomstein


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Cuttotheessentialmessageandputitirst.GinnyRedish,Confab2013


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GiveandGetHopeHere

http://www.redcross.org


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We wanted to tell the story of the Red Crossthrough people we serve, while at the same timedemonstrating the breadth of ourmission. (...) thegoalforthisstorytellingcampaignwastobringoureveryday mission to life in a personally relevantway.PeggyDyer,ChiefMarketingOficeroftheAmericanRedCrosshttp://www.redcross.org/news/press-release/American-Red-Cross-Launches-New-Ad-Campaign


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http://www.youtube.com/watch?v=3yufZP-LZrk


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#5ManageDeineinternenProzesse


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BILDQUELLE:http://www.cleveland.com/business/index.ssf/2012/07/minimum_wage_hike.htmlEFFIZIENZ


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NicolaOConnor:CanContentStrategyHelpSaveLifes?http://de.slideshare.net/NicolaConnor


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Tell everyone who will listen that content is acontinuousandnotalinearprocess.NicolaOConnor,ContentStrategistatCancerResearchUKhttp://vimeo.com/56601761


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BILDQUELLE:http://www.dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorish/


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http://www.cancerresearchuk.org/home/


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#6WhleDeinePlattformen


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Themechanismsthatcontentownerswillselecttodelivertheircontentwilldependnotonlyontheir

target audiences preferences, but also on time,budget, internal resources, and available tools ortechnologies.Kristina.Halvorson,ContentStrategyfortheWeb,2009


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Companieswhotrulycommittosocialmediawhorecognize that these delivery channels demandeditorial oversight and regular production of

brandedcontentaregoingtowinthegame.Kristina.Halvorson,ContentStrategyfortheWeb,2009


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VielenDank!

re:campaign2013Berlin,[email protected]

@brigitte_alice


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GoogleGroupContentStrategyhttps://groups.google.com/forum/?fromgroups#!forum/contentstrategy GoogleGroupContentStrategyEurope

https://groups.google.com/forum/?fromgroups#%21forum/content-strategy-europe GoogleCommunityContentStrategie(deutschsprachig)

https://plus.google.com/communities/109794279885354791919 Twitter-Hashtag#contentstrategyKonferenzen,Meetups&Camps:

CONFABhttp://confabevents.com

CSForumhttp://csforum2013.com

#cosca13am7.&8.JuniinDieburghttp://www.cscamp.de/

RegionaleMeetups(GoogleContentStrategy+deineStadt)ListeContent-Strategy-Konferenzen2013vonShellyBowen:

http://www.pybop.com/2013/01/2013-content-strategy-conferences/

FindeneueFreunde!

BILDQUELLE:http://theputridiaries.blogspot.co.at/2011/05/badminton-for-penguins.html


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Annett-Baker,Relly.APracticalGuidetoCreatingWebContent.

Bailie,RahelAnne;Urbina,Noz.ContentStrategy:ConnectingtheDotsBetweenBusiness,Brand,andBeneits.

Bloomstein,Margot.ContentStrategyatWork:Real-worldStoriestoStrengthenEveryInteractiveProject.

Halvorson,Kristina;Rach,Melissa.ContentStrategyfortheWeb. Handley,Ann;Chapman,C.C.ContentRules. Jones,Colleen.CloutTheArt&ScienceofInluentialWebContent. Kissane,Erin.TheElementsofContentStrategy. McGovern,Gerry.KillerWebContent:MaketheSale,DelivertheService,

BuildtheBrand. McGrane,Karen.ContentStrategyforMobile. Redish,Janice(Ginny).LettingGooftheWords. Rockley,Ann;Cooper,Charles.ManagingEnterpriseContent:AUniied

ContentStrategy. Shefield,Richard.TheWebContentStrategistsBible. Wachter-Boettcher,Sara.ContentEverywhere:StrategyandStructurefor

Future-ReadyContent.

LiteraturzuContentStrategy

BILDQUELLE:https://commons.wikimedia.org/wiki/File:Cat_with_book_2320356661.jpg

C S


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BILDQUELLE:http://pics.urduwire.com/fun-entertainment/dog-operate-computer/

ContentStrategyOnlinemagazine&Blogs

AListaparthttp://alistapart.com

UXMagazinehttp://uxmag.com/search/results/taxonomy:399

Contentshttp://contentsmagazine.com

Boxesandarrowshttp://boxesandarrows.com/

JohnnyHollandhttp://johnnyholland.org/series/content-strategy/

UXmattershttp://uxmatters.com/topics/content-strategy/


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TheEpicListofContentStrategyResourcesvonJonathonColman:

http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/

Documents

Content Strategy Fuer NGOs_Radl_lang