meld magazine: content strategy workshop

Previously //!!The digital media industry What jobs are out there? Requisite skills and competencies What does it mean for me? Meld Strategy 2014 What should I be getting out of my time at Meld?

Explore

Equip

Engage Empower

Excel

•  Tools and platforms •  Strengths and weakness •  Topics of interest •  Various roles in digital

media

•  Build on and widen skill sets

•  Journalism, multimedia, social media

•  Leadership, project management, business, entrepreneurship

•  Apply skills and knowledge

•  Practice, practice, practice

•  Work as a team •  Think and act like

media executives, entrepreneurs

•  Build up a professional portfolio

•  Share knowledge and skills, best practice

•  Network and reach out to communities of interest

•  Invite others to participate

•  Build on strengths and work on weaknesses

•  Improve competency •  Develop specialties or expertise •  Take your skills to the next level •  Boost chances of getting

employed

Meld Strategy 2014!Volunteer/Work experience model !

Editor-in-chief

Editors Social media mgrs

Multi-media editors

Videographer

Reporter

Photographer

Graphic designer

Contributor

International students Communities

of interest International education stakeholders

Across all Meld pla-orms

Resource, guidance and training

Social media interns

Meld Strategy 2014!A flatter, more grassroots-driven organisational structure !

Tran

sfer

able

ski

lls!

Research and analysis Interpersonal, oral and written communication skills Organisation and leadership Personal branding Business acumen

Spec

ific

skill

s Writing, photography, videography, design and editing for the web Content and social media strategy development across multiple platforms Community management and social media engagement SEO, web and social media analytics

Del

iver

able

s Content strategy for semester 1 – signed off by supervising editor Editorial calendar – two 3-month calendar or one semester-long calendar Body of content published across Meld platforms to deadline Input from community through contributions or social media

Out

com

es

Improved learning outcomes – volunteers empowered to own and lead projects Content and social media strategy to reach audience more effectively Organisation is flatter, more open and grassroots driven

Kick off

Brainstorm and team

Strategy and plan

Content and community

engagement

Measure and evaluate

1.  Understand the big picture

2.  Set personal development goals

3.  Get to know each other

1.  Express your interests

2.  Form teams 3.  Brainstorm ideas

1.  Content strategy across multiple platforms

2.  Editorial calendar 3.  Assign roles and

agree on deadlines 1.  Produce content 2.  Community

outreach 3.  Seek contributions

from community

1.  Google Analytics 2.  Social media

measurement 3.  Performance

evaluation

Meld Strategy 2014!Process Overview!

Media executives

• Content strategy development in line with organisational goals • Define platforms and delivery formats for content • Analytics and performance evaluation

Editors

• Manage editorial calendar • Coordinate and commission stories • Engage and support community to contribute content

Content creators

• Produce content across platforms • Social media engagement - following and personal brand

In your teams, your learning objectives are to learn to think and act like:

Today //!

Agenda //!!Personal development Getting started – what is content strategy and why is teamwork important? Content strategy development Objectives, brand, audience, SEO and content – what do we need to consider when developing a content strategy? Measuring success Analytics and other measurement metrics – what are we aiming for and how do we know we’re on the right track? Next steps Content strategy development framework

What is content strategy?

Personal development

Content strategy

development Measuring success Next steps

Some definitions: ! “Planning for the creation, delivery, and governance of useful, usable, content.”! Kristina Halvorson, Content Strategy for the Web “(Using) words and data to create unambiguous content that supports meaningful, interactive experiences.”! Rachel Lovinger, Content Strategy: The Philosophy of Data” “We define content strategy as: getting the right content to the right user at the right time.” Kevin P. Nicholas, SapientNitro


Content strategy


Content strategy development involves tapping into a wide range of disciplines. It involves teamwork. !  User experience !  Design !  Information architecture !  Content creation !  SEO !  Social media !  Marketing !  Brand building


Content strategy


How do I operate in a team environment?


Content strategy


Belbin Test for assessing team roles

Activity


Content strategy


What do we need to consider when developing a

content strategy?


Content strategy


!!

Your section!!

E.g. News and issues

E.g. Fashion and beauty

E.g. Film and TV

Meld!Objectives, brand,

audience, voice


Content strategy


Putting it into words. Review the excerpt from Meld’s business plan. !  What are our objectives? !  Who is our audience and what do we know about

them? !  What is Meld’s brand and voice?

Activity


Content strategy


!Your section!• Define your community of interest • Carve out your unique talking points •  Figure out process, platforms, tools and

resources needed to create and maintain conversations

• Create your editorial calendar

E.g. News and issues

E.g. Fashion and beauty

E.g. Film and TV

Meld!Objectives, brand,

audience, voice


Content strategy


Step 1: Define your community of interest !  Who is your target audience? !  Where are they from? !  Where do they study? !  Which part of the international student lifecycle do they

belong to? !  What do they care about? !  Where do they go to seek out information? !  How do they use social media? !  What subjects do you have the most context/knowledge in

within this section? !  Why would your target audience want to visit your section? !  What do they want to know or be able to do after reading

content from your section?


Content strategy


Step 2: Carve out your unique talking points “Do what you do best and link to the rest” – With insight to your community of interest, decide on your top three unique talking points. !  Why would your target audience choose to consume content

from your section and not elsewhere? !  What would they not want to see in your section? SEO – What key phrases do you want to rank well for on Google that would put your content directly in front of your target audience?


Content strategy


Step 3: Figure out process, platforms, tools and resources needed to create and maintain conversations !  Process – Who do you have to communicate with and how

would you work together to get the job done?

!  Platform – Where should the conversations around the unique talking points be taking place?

!  Tools and resources – What tools and resources would really help me do the job?


Content strategy


Step 4: Create an editorial calendar! Expand on your unique talking points and brainstorm ideas for content. It should be a mix of: !!  Recurring content – Weekly, monthly or annually. Think

columns like the Weekender, campaigns such as Sextember. !!  Time-sensitive content – One-off, seasonal, what’s

trending. Think breaking news, film festivals and other events.

!  Timeless content – Informative, useful, for all time. Think how-to guides, tips and advice, explainers and backgrounders.


Content strategy


Always remember that all content you create needs to be SUPER.!!!  Shareable and searchable – social in nature, potential to go

viral and SEO-friendly !  Unique – remember, do what you do best and link to the rest !  Platform appropriate – content can and should vary across

platforms !  Engaging – opportunities for audience to participate in

content creation, interact with content or inspire action !  Relevant – content speaks directly to your target audience


Content strategy


What are we aiming for and how do we know we’re on

the right track?


Content strategy


You are an advertiser looking to reach out to international students. What would you want to know before signing a contract with Meld? Where would you advertise? Which content platforms would you want to serve your message? What facts and figures would you be after?

Activity


Content strategy


Your strategy is only as good as the outcome. First you have to decide on the metrics for measurement.!!How will you know your strategy has been effective? What are your KPIs? !!  Volume of content? Quality of content? !  Site/section traffic? From search, direct, or social? !  Virality - social media likes and shares? !  Community engagement? Comments? Contributor posts?

Social media interaction?


Content strategy


Decide what tools you will use to measure!!!  Google Analytics !  Website likes, tweets, shares !  Excel spreadsheet


Content strategy


Finally, set some goals to work towards.!!!  Be realistic !  Decide when and how often you will measure


Content strategy


Next steps


Content strategy


Tran

sfer

able

ski

lls!

Research and analysis Interpersonal, oral and written communication skills Organisation and leadership Personal branding Business acumen!

Spec

ific

skill

s Writing, photography, videography, design and editing for the web Content and social media strategy development across multiple platforms! Community management and social media engagement SEO, web and social media analytics

Del

iver

able

s Content strategy for semester 1 – signed off by supervising editor!!

Editorial calendar – two 3-month calendar or one semester-long calendar! Body of content published across Meld platforms to deadline Input from community through contributions or social media

Out

com

es

Improved learning outcomes – volunteers empowered to own and lead projects Content and social media strategy to reach audience more effectively Organisation is flatter, more open and grassroots driven

Kick off

Brainstorm and team

Strategy and plan!

Content and community

engagement

Measure and evaluate

1.  Understand the big picture

2.  Set personal development goals

3.  Get to know each other

1.  Express your interests

2.  Form teams 3.  Brainstorm ideas

1.  Content strategy across multiple platforms

2.  Editorial calendar 3.  Assign roles and

agree on deadlines 1.  Produce content 2.  Community

outreach 3.  Seek contributions

from community

1.  Google Analytics 2.  Social media

measurement 3.  Performance

evaluation

Where are we now?!Process Overview!


Content strategy


Work together to develop your content strategy

Present it to your supervising editor

Reporter, multimedia

Social media

News and

issues Film

and TV

Travel

Content strategy

development framework

Find out who is in your team!


Content strategy


This isn’t the end but the start of an ongoing conversation!!

Ask questions, provide feedback, suggest ideas or raise concerns in Meld’s team page, or email [email protected].

!


Content strategy


meld magazine: content strategy workshop

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