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Similaire à How content strategy supports communications strategy, by Diana Railton
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How content strategy supports communications strategy, by Diana Railton
- 1. How content strategy supports communications strategy Diana Railton Content Strategy Forum 2011
- 7. ‘ The Never-Ending Turf War between PR and Marketing’
- 8. Call for ‘integrated communications’ ‘Peanut butter and jelly’
- 9. Call for ‘integrated communications’ ‘The director should be a Communicator 360° with sufficient knowledge of all parts involved’
- 10. Call for ‘integrated communications’ ‘If we persist in this argument, we will never be able to set in place a sound communications strategy ’
- 11. Call for ‘integrated communications’ ‘United we stand, divided we fall’
- 21. Business strategy Corporate communications strategy External communications strategy Internal communications strategy
- 27. Professional communications teams Other departments Content teams Communication management
- 28. Need to share communications strategy Professional communication teams Other departments Content teams Communication management
- 29. Provide a template to integrate strategies Professional communication teams Other departments Content teams Communications strategy
- 31. The mind-set of senior managers
- 35. CONTENT STRATEGY RESULTS + ACTIVITY
- 43. ‘ Do-ability’
- 48. What do strategies look like? PASTA P urpose / Vision / Mission A ims / Objectives / Goals S trategy T actics A ctivities
- 49. VISION Where you want to get to
- 55. Which organisation? To be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online .
- 56. Which organisation? To be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online .
- 57. Which organisation? To organise the world’s information and make it universally accessible and useful.
- 58. Which organisation? To organise the world’s information and make it universally accessible and useful.
- 59. Which organisation? To be the fabric of real-time communication on the web.
- 60. Which organisation? To be the fabric of real-time communication on the web.
- 61. GOALS What you want to achieve / outcome VISION
- 62. Critical success factors Key performance indicators GOALS What you want to achieve / outcome VISION
- 65. STRATEGY How you’re going to meet the goals GOALS VISION
- 66. Goal
- 67. Response ‘It would be an inspiring goal if there was a serious strategy. ‘But there isn’t. Even with the best will in the world, it is not going to happen.’ Guardian
- 68. TACTICS Short-term actions STRATEGY GOALS VISION
- 71. STRATEGY ROBUST, LONGER TERM TACTICS CHANGE RAPIDLY
- 72. Schedule: action plans ACTIVITY Day to day TACTICS STRATEGY GOALS VISION
- 73. Budget COST ACTIVITY TACTICS STRATEGY GOALS VISION
- 74. Cost Measurement ROI COST ACTIVITY TACTICS STRATEGY GOALS VISION
- 78. What does a basic strategy look like? P urpose / vision. What is it for? A ims / goals. Max of 7? S trategy. How will you do this? T actics. What’s your action plan? A ctivities. Day to day. Who, when, where? Budget Measurement ROI
- 79. What does a communications strategy look like?
- 80. What should a communications strategy include? Principles
- 81. Where does content strategy start? Principles
- 82. Can content strategy stand alone?
- 84. Content strategy Communications strategy Channels strategy Business strategy
- 85. Content strateg ies Communications strategy Channels strateg ies Business strategy
- 86. Communications channels matrix Web Electronic Broadcast Paper Phone Face to face
- 87. Communications channels matrix Websites Intranets Social media Tablets Email E-readers TV Radio Billboards Video Audio Letters Print Landline Mobile Meet Visual aids Web Electronic Broadcast Paper Phone Face to face
- 88. Digital (‘web enabled’) Websites Intranets Social media Tablets Email E-readers TV Radio Billboards Video Audio Letters Print Landline Mobile Meet Visual aids Web Electronic Broadcast Paper Phone Face to face
- 89. New channels, new techniques Twitter is awesome. Only 140 characters so say what you mean. Google+ is awesome. More than 140 characters so proper content. Adapted from Shel Holtz’s original
- 90. Content ‘shifting’ July 2011, Digital Media 3.0, http://blogs.forbes.com
- 91. Which do we go for? Website content strategy Website comms strategy Website strategy Twitter content strategy Twitter comms strategy Twitter strategy Social media content strategy Social media comms strategy Social media strategy Digital content strategy Digital comms strategy Digital strategy
- 92. Which do we go for? Website content strategy Website comms strategy Website strategy Twitter content strategy Twitter comms strategy Twitter strategy Social media content strategy Social media comms strategy Social media strategy Digital content strategy Digital comms strategy Digital strategy
- 93. INTEGRATED COMMUNICATIONS MANAGEMENT
- 95. A central team of content strategists Advise on content creation, delivery and governance Coordinate between teams Monitor channels Keep track of what’s showing User-generated content Standards Brand tone of voice Messaging Audit Refine strategies and action plans Recommend best channels for tasks Share advanced techniques MEASURABLE RESULTS
- 96. Photo: dmitri_66