Your organization’s content is an investment in the present…and the future. The organization invests in a LOT of content – not only the webinars and conference sessions that your department produces, but also magazine articles, press releases, maybe research reports, clinical guidelines, industry standards, and more. But is the organization making the most of its content investments? For an event session, why invest in a conference room, A/V, possibly even food and beverage for only the 50 people that were able to attend, when the information covered in that session would be useful to so much more of your target audience?
Learn how to think more strategically about your content as an investment, and how to make the most of it.
2. What is content?
• Committee report
• Association initiative
• Advocacy call for
action
• Code of Ethics
• Original research
• Clinical practice
guideline
• Position statement
• Industry trend
analysis
• Thought leadership
• Job posting
• Scholarship
announcement
• Etc., etc., etc.
15. For the most part, our
organization structures mirror
our content types
16. Courses
Content type,
format &
channel
Members
who want to
take courses
Magazine Press releases Advocacy info
Old thinking
Content type,
format &
channel
Members
who want to
read a
magazine
Content type,
format &
channel
Members
who want to
know what
we tell the
media
Content type,
format &
channel
Members
who want to
know what
we are
advocating
for
17. Different views of the audience
https://commons.wikimedia.org/wiki/File
:Blind_men_and_elephant.png
18. “Users don’t care about your
org chart.”
—Lou Rosenfeld
Author, Information Architecture for the World Wide Web
22. Code of Ethics
• Ensure that members are ethical
• Increase the reputation of the profession
• Help members avoid problems
Goals Content Formats Channels
23. Code of Ethics
• Formalize ethical behavior into a code:
Principles of ethical behavior
• Rewards for following, penalties for not
following
Goals Content Formats Channels
24. Code of Ethics
• Brochure
• Detailed Code of
Ethics
• Course
• Poster
• Test
• Video series
Goals
Content Formats Channels
• Book
• Webinar
• Success story
• Press release
• Presentation
25. Code of Ethics
• Magazine
• Website home page
• Association “university”
• Conference
• E-newsletter
• Social media
Goals
Content Formats Channels
26. Code of Ethics
• Ensure that
members
are ethical
• Formalize
ethical
behavior
into a code
• Principles of
ethical
behavior
• Rewards for
following,
penalties for
not
following
• Detailed Code
of Ethics
• Course
• Poster
• Test
• Success story
• Webinar
• Book
• Video series
• Website home
page
• Conference
• E-newsletter
• Social media
• Partner
website
• Association
“university”
Goals
Content Formats Channels
these are the
same for all
content
formats and
types
27. code of
ethics
Body of knowledge
Brochure
Book
Course
Webinar
Poster
Test
Success story
Press release
Presentation/conference
session
30. • Choose a topic that you’ve recently
created a course for
• Work backwards
Time to go to the handout!
Your turn
31. How much are you investing?
Photo by Sharon McCutcheon on Unsplash
32. How to assess your investment
• Cost to create
• Reach
• Lifespan
33. How much are you investing?
One page of web content: about $2,000
• $560/day for each person (writer, manager, IT
support, analytics, etc.) based on $75,000/year
salary + benefits
• Average time of 3.5 days to plan, research, write,
review, and publish, assuming more time to
create and less time to maintain
34. Conference session
Cost
Content creation
Staff time to manage committee in
developing a vision and themes, find and
engage a speaker: XX hours at XX/hour
Speaker cost
Venue costs: space, A/V, wi-fi, video
Food and beverage
Marketing/promotion costs
Total cost $
35. Course
Cost
Content creation
Staff time to manage committee in
developing a vision and themes, find and
engage a speaker: XX hours at XX/hour
Speaker cost
Tech costs: A/V, video, streaming host
Marketing/promotion costs
Total cost $
36. Webinar
Cost
Content creation
Staff time to manage committee in
developing a vision and themes, find and
engage a speaker: XX hours at XX/hour
Speaker cost
Tech costs: A/V, video, streaming host
Marketing/promotion costs
Total cost $
37. How much are you investing?
• Body of knowledge
• Brochure
• Book
• Poster
• Test
• Success story
• Press release
38. Reach and lifespan
• Web content
• Course
• Webinar
• Conference session
• Body of knowledge
• Brochure
• Book
• Poster
• Test
• Success story
• Press release