How content strategy supports communications strategy, by Diana Railton
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Transcript of How content strategy supports communications strategy, by Diana Railton
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How content strategy supports communications strategy
Diana Railton
Content Strategy Forum 2011
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Key points
• Across the world the communications profession is redefining itself
• Communications strategy needs content strategy
• Content strategy must live up to its name
Photo: BusNikon
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THE COMMUNICATIONS PROFESSION
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Photo: billjacobus
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Photo: timpeartrice
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41,000 members
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‘The Never-Ending Turf War between PR and Marketing’
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Call for ‘integrated communications’
‘Peanut butter and jelly’
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Call for ‘integrated communications’
‘The director should be a Communicator 360° with sufficient knowledge of all parts involved’
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Call for ‘integrated communications’
‘If we persist in this argument, we will never be able to set in place a sound communications strategy’
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Call for ‘integrated communications’
‘United we stand, divided we fall’
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www.communicationmonitor.eu
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www.ogilvypr.com.au/
Australia
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Corporate communications
Marketing communications?External / internal communicationsBrand management Reputation managementPress / media relationsInvestor relationsGovernment relationsPublic affairsCorporate social responsibility Crisis communications Change management communications ...
CORPORATE COMMUNICATIONS STRATEGY
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Business strategy
Corporate communications strategy
External communicationsstrategy
Internal communications strategy
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Professional communications
teams
Other departments
Content teams
Communicationmanagement
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Professional communication
teams
Other departments
Content teams
Communicationmanagement
Need to share communications strategy
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Professional communication
teams
Other departments
Content teams
Communicationsstrategy
Provide a template to integrate strategies
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The mind-set of senior managers
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Strategic management
Carrying out the strategic plan
Measurable results
NUMBERS
http://farm6.static.flickr.com
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Communications strategy
The only purpose for communications strategy is to achieve measurableresults that help the organisation reach its vision / mission
Les Potter
Focus on results, not activity
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CONTENT STRATEGYRESULTS + ACTIVITY
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Strategy essentials
Simple to explain and carry out
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‘Do-ability’
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Producing a strategy
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What do strategies look like?
PASTA
Purpose / Vision / Mission Aims / Objectives / GoalsStrategyTacticsActivities
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VISIONWhere you want to get to
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‘Dream the dream’
inspire ● communicate ● demonstrate
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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.
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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.
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Which organisation?
To organise the world’s information and make it universally accessible and useful.
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Which organisation?
To organise the world’s information and make it universally accessible and useful.
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Which organisation?
To be the fabric of real-time communication on the web.
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Which organisation?
To be the fabric of real-time communication on the web.
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GOALSWhat you want to achieve / outcome
VISION
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GOALSWhat you want to achieve / outcome
VISION
Critical success factors
Key performance indicators
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STRATEGY
GOALS
VISION
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http://printmediacentr.com
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STRATEGYHow you’re going to meet the goals
GOALS
VISION
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Goal
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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
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TACTICSShort-term actions
STRATEGY
GOALS
VISION
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Strategy v tactics
‘I do not believe that there is value in spending time debating the nuances of the differences between strategies and tactics.’
‘One person’s strategy could be another person’s tactic depending on their level and role within a business.’
Strategies of the Serengeti
Stephen Berry
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STRATEGYROBUST, LONGER TERM
TACTICSCHANGE RAPIDLY
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ACTIVITYDay to day
TACTICS
STRATEGY
GOALS
VISION
Schedule: action plans
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COST
ACTIVITY
TACTICS
STRATEGY
GOALS
VISION
Budget
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COST
ACTIVITY
TACTICS
STRATEGY
GOALS
VISION
Cost
Measurement
ROI
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What does a basic strategy look like?
Purpose / vision. What is it for?Aims / goals. Max of 7? Strategy. How will you do this?Tactics. What’s your action plan?Activities. Day to day. Who, when, where?
BudgetMeasurementROI
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What does a communications strategy look like?
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What should a communications strategy include?
Principles
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Where does content strategy start?
Principles
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Can content strategy stand alone?
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Photo: practicalowl
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Communications strategy
Channels strategy
Business strategy
Contentstrategy
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Communications strategy
Channels strategies
Business strategy
Contentstrategies
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Communications channels matrix
Face to face
Phone Paper Broadcast Electronic Web
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Communications channels matrix
Face to face
Phone Paper Broadcast Electronic Web
Meet
Visual aids
Landline
Mobile
Letters
TVRadio
Billboards
VideoAudio
E-readers
WebsitesIntranets
Social media
Tablets
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Digital (‘web enabled’)
Face to face
Phone Paper Broadcast Electronic Web
Meet
Visual aids
Landline
Mobile
Letters
TVRadio
Billboards
VideoAudio
E-readers
WebsitesIntranets
Social media
Tablets
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New channels, new techniques
Twitter is awesome. Only
140 characters so saywhat you mean.
Google+ is awesome. More than
140 characters so proper content.
Adapted from Shel Holtz’s original
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Content ‘shifting’
July 2011, Digital Media 3.0, http://blogs.forbes.com
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Which do we go for?
Digital strategy Digital comms strategy
Digital content strategy
Social media strategy
Social media comms strategy
Social media content strategy
Twitter strategy Twitter comms strategy
Twitter content strategy
Website strategy Website comms strategy
Website content strategy
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Which do we go for?
Digital strategy Digital comms strategy
Digital content strategy
Social media strategy
Social media comms strategy
Social media content strategy
Twitter strategy Twitter comms strategy
Twitter content strategy
Website strategy Website comms strategy
Website content strategy
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INTEGRATED COMMUNICATIONS MANAGEMENT
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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 Brandtone of voice
Messaging
Audit
Refine strategies and action plans
Recommend best channels for tasks
Share advanced techniques
MEASURABLE
RESULTS
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