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
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
IDENTIFYING AND PRIORITIZING AUDIENCES
Hilary Marsh, Content Company
CREATING AUDIENCE-FOCUSED CONTENT
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
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
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
THANK YOU.
Hilary Marsh, Content Company
[email protected] @hilarymarsh
CAP Digital Team Retreat, June 14 2013