Transcript

CONTENT STRATEGY APPLIED

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013    

MAKING THE MOST OF YOUR CONTENT

COLLEGE OF AMERICAN PATHOLOGISTS

DIGITAL TEAM RETREAT – JUNE 2013  

ABOUT ME Content  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,  nonprofits    ..otherwise,  I’m  kniSng  

DOING CONTENT STRATEGY SINCE BEFORE CONTENT STRATEGY WAS COOL  

@hilarymarsh  

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013    

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013    

WHAT IS “CONTENT”?

CONTENT STRATEGY CHALLENGES

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013    

•  No  one  can  find  anything  on  our  website,  and  they’re  starMng  to  complain  to  the  CEO    

•  PracMcally  everyone  in  our  organizaMon  can  –  and  does  –  publish  content  to  the  site,  and  on  social  media,  and  you’d  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  can’t  do  it  easily  because  of  our  technical  limitaMons  

CONTENT STRATEGY CHALLENGES

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013    

•  We  can’t  add  comment  funcMonality  to  our  content  because  we  won’t  know  how  to  handle  the  comments    

•  Some  of  our  best  material  is  presented  as  PDFs,  with  Mtles  like  “4002.pdf”    

•  We  can’t  pull  in  related  links  on  content  automaMcally  because  our  content  isn’t  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  can’t  get  the  informaMon  they  want  from  their  mobile  devices  

CONTENT STRATEGY CHALLENGES

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013    

They’re  about    •  process  •  ownership  •  collaboraMon  •  mutual  understanding  (or  lack  thereof)  

BUSINESS

HOW I DEFINE CONTENT STRATEGY

WHO WHAT WHEN OF PUBLISHING WHERE CONTENT WHY HOW

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

HOW I DEFINE CONTENT STRATEGY

A STRATEGIC STATEMENT TYING CONTENT (AND COMMUNICATION) TO BUSINESS

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

HOW I DEFINE CONTENT STRATEGY

AND THE PEOPLE, PROCESSES, AND POWER TO EXECUTE THAT STATEMENT

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

CONTENT

STRATEGIST AS

ORCHESTRA

CONDUCTOR

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013    

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013    

FOCUS YOUR CONTENT

ON THE READER

ON THE MEMBER

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013    

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013    

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013    

IDENTIFYING AND PRIORITIZING AUDIENCES

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

RESPECT THE DEPTH

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

UNCOVER THE BURIED TREASURES

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

SURFACE THE GEMS

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

Hilary  Marsh,  Content  Company    

CREATING AUDIENCE-FOCUSED CONTENT

CAP  Digital  Team  Retreat,  June  14  2013  

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

Hilary  Marsh,  Content  Company    

BE A CONTENT DJ

CAP  Digital  Team  Retreat,  June  14  2013  

“MIX” YOUR CONTENT WELL MEMBERS WANT A FEW TOPICS (THEY WON’T GET BORED) “BITE, SNACK, MEAL”

Hilary  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  

FOSTER COLLABORATION

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

USE TOOLS

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

REDEFINE SUCCESS FROM “PUT IT UP” TO USAGE MEASURE SATISFACTION, AS WELL AS VISITS

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

HELP CONTENT OWNERS

TELL THE STORY OF THEIR

SUCCESS

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

LATHER, RINSE, REPEAT

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

BUILD YOUR ARMY

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

SUCCESS BECOMES

EVERYONE’S BUSINESS

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

SUCCESS TOOLS WRITING GUIDELINES

ALL FOR ONE

COLLABORATION

REWARDS

MOTIVATION

Now,  wriMng  guidelines  and  principles  make  a  difference  

Now,  collaboraMng  is  more  producMve  than  compeMng  

Now,  each  person  is  moMvated  to  reach  out  

Now,  individual  interests  lead  to  common  good  

Now,  people’s  contribuMons  to  everyone’s  efforts  are  recognized  

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

WORKING TOGETHER FOR MEMBER

SATISFACTION

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

Hilary  Marsh,  Content  Company     CAP  Digital  Team  Retreat,  June  14  2013  

THANK YOU.

Hilary  Marsh,  Content  Company    

[email protected] @hilarymarsh  

CAP  Digital  Team  Retreat,  June  14  2013  


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