confab higher ed: nested content strategy
TRANSCRIPT
NestedContentStrategy:addinglayerstorallycontentteamsAmyGraceWells,ContentStrategist @amygracewells
#confabedu
Whatwasourgoal?
Buildaconsistentandcohesivebrandvoiceacrossallchannels.
Owned•Earned•Paid
@amygracewells
Lotsofloftytalk
Lotsoflargedocs@amygracewells
Wherewerewestarting?
BetteralignmentwithuniversityprioritiesShifttomessageandaudiencefirstrather
thandistributionchannelWorkingacrossteamstobuildquality
contentandamplifyit
Bychangingthecontentmindset@amygracewells
Wherewerewestarting?Contentstrategyisaprocess.
Contentstrategyisaboutthepeople.
Contentisatoolthatisn’tvaluableinofitself.
Contentisvaluablewhenitfurthergoals.
Howtorallytheteam?@amygracewells
@amygracewells
Nestingcreatesmemorablelayersthatprovideflexibility
@amygracewells
Keycharacteristics
• Nestingdollsaresimilar,butnotexactcopies– Theyfitintoandcomplimentoneanotherbutcanhaveuniquedistinctions.
• Nestingdollsgetsmallerandmorenarrow– Justlikeacontentstrategy,thefurtheryougonarrowerandmoreintricatetheybecome.
Source:http://review.content-science.com/2015/10/stuck-on-creating-a-single-content-strategy-take-a-cue-from-nesting-dolls/
@amygracewells
@amygracewells
OuterRing:Whatweare
MovingInward:Howwetellourstories
InnerRing:Howwereinforceourmessages
@amygracewells
OuterRing:Pillars/CoreValues
MovingInward:ContentTiers
InnerRing:EditorialThemes
@amygracewells
TheOuterDoll
Pillarsrepresentthekeyuniversityvalues.
Brokenintonationalvs.statemessaging.
Themostimportantcategoryforwhichallcontentshouldfit.
@amygracewells
OpeningtheDoll
Howwetellourstories
Contenttiersidentifycategoriesofvaluablecontentandprioritizeit.
CollaborativeImpactsExceptionalCarolinaFamily
NationalProminence
@amygracewells
MovingInwardQuarterlyeditorialthemesprovideafocusfor
contentandreinforcetopicswithouraudiences.
LearningServiceResearchGlobal
Howwereinforceourmessages@amygracewells
@amygracewells
@amygracewells
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Nestingdollshelpkeeptheaudience(person)inmind.
@amygracewells
@amygracewells
AudienceFirst
Focusingonaudienceinsteadofdistributionchannelallowsforbetter
ReuseRepurposingRepackaging
Makesforabiggerimpact@amygracewells
KeyResults
Reintroducedlong-formcontentintothenewsteam
4of6storieslandedinthetopperformingstoriesoftheyear
QualityoverQuantity@amygracewells
KeyResults
Showedthevalueofadditionaldistributionchannelssuchassocialmedia
Topperformingstoriesgainedmoreviewershipfromothersourcesthanthe
emailnewsletter
AudienceoverDistribution@amygracewells
YourTurn
Volunteerneeded…
Let’sNest@amygracewells
TwoMinutes
Whatareyourorganization’sbiggestpriorities?
(pillars,cornerstones,corevalues)
Let’sNest@amygracewells
TwoMinutes
Whatarethewaysyouwanttotellyourstories?
Let’sNest@amygracewells
ThreeMinutes
Howdoyouwanttoreinforceyourmessages?
Let’sNest@amygracewells
Howdoyouwanttoreinforceyourmessages?
@amygracewells
Adaptations
OuterDoll:CoreStrategyInnerDolls:
SocialStrategyAdStrategy
Audience-BasedStrategyInitiative-BasedStrategy
@amygracewells
GettingBuy-In&BuildingExcitement
NoovernightchangesLISTENextensively
Allowforfeedback(candid&constructive)Letthemimpacttheplan
GetteamstogetherregularlyProvideanalytic/performancereports
@amygracewells
@amygracewells
