NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and...

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NSPE Content Strategy Report to Board of Directors, January 2014 Item 9.3 Attachment

Transcript of NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and...

Page 1: NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson, content strategy author

NSPE

Content Strategy Report to Board of Directors, January 2014

Item 9.3 Attachment

Page 2: NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson, content strategy author

NSPE Content Strategy

Introduction 2

NSPE Content

Strategy Report to Board of Directors, January 2014

Introduction In 2012, as part of NSPE’s Race for Relevance initiative, the Delivery

Systems, Communications, and Technology Task Force was formed

to review NSPE’s communications programs and make

recommendations. Among the task force’s final recommendations

was the following:

Resolve to develop an integrated communications approach by the end of

2013 utilizing all available communication platforms, including but not

limited to e-mails, LinkedIn, Twitter, Facebook, PE magazine, and the

NSPE Web site that 1) promotes the mission of NSPE, 2) clarifies and

brands NSPE, 3) improves member engagement using an active rather

than passive approach, 4) clearly promotes the personal and professional

benefits of membership, and 5) increases advertising opportunities.

This emphasis on integrated communication was later included

among the strategic plan goals set by NSPE Executive Director

Mark Golden for the period of August–December 2013. The goal

states:

Consistent with the Race for Relevance Delivery Systems,

Communications, and Technology Task Force recommendations, integrate

and expand all levels of communication on NSPE activities and volunteer

accomplishments.

To address NSPE’s approach to integrated communications, an

interdepartmental task team was formed to develop a content

strategy that will, among other things, help NSPE establish a

unified, coordinated, and targeted content management and

communications program.

The NSPE

Mission

NSPE, in partnership

with the State Societies,

is the organization of

licensed Professional

Engineers (PEs) and

Engineer Interns (EIs).

Through education,

licensure advocacy,

leadership training,

multi-disciplinary

networking, and

outreach, NSPE

enhances the image of its

members and their

ability to ethically and

professionally practice

engineering.

Page 3: NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson, content strategy author

NSPE Content Strategy

Overview of Content and Content Strategy 3

Overview of Content and Content Strategy

Content

Simply put, content is a new term for information. It includes all kinds of things that associations churn

out: the information in magazines, Web sites, blog posts, newsletters, tweets and other social media

posts, direct mail, white papers, and many others.

But content is more than just information. It’s a business asset. More and more companies are

publishing their own content because it allows them to have a visible role in the “conversation” that

usually takes place in social channels. John Deere recognized this back in 1895 (and before Twitter),

when the company began publishing The Furrow magazine. “Having a visible role in that conversation

is the way brands persist in our consciousness.” (The Content Marketing Manifesto, www.bussolati.com)

To be effective, content needs to be

Appropriate for your audience;

Useful;

User-centered;

Clear, consistent, concise; and

Supported (that is, it needs to be managed once it’s produced).

(Elements of Content Strategy, Erin Kissane)

Content Strategy

“Content strategy plans for the creation, publication, and governance of useful, usable content.”

—Kristina Halvorson, content strategy author and advocate

As the number of ways that associations can communicate with their members and the public has

grown significantly, it has become crucial to have a game plan. Establishing this game plan is the goal

of content strategy. One recent association survey (“Associations and Content,” bussolati.com) posed

this statement: “Our team has and follows an organization-wide content strategy.” Only 27%

responded “completely true” or “mostly true.”

In brief, content strategy can help associations improve

Consistency of their messages;

Coordination of their messages;

Planning; and

The perception of their organization.

Page 4: NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson, content strategy author

NSPE Content Strategy

NSPE’s Role as a Content Provider 4

NSPE’s Role as a Content Provider

For NSPE, like all associations, much of the value it offers to members comes in the form of content.

When NSPE was founded in 1934, one of the first decisions made by the organization’s leaders was to

publish The American Engineer as a way to keep the public and profession informed about nontechnical

news of the profession and the Society.

Today, NSPE specializes in many content subject areas and has many ways of providing that content to

members and the public. Here is a sampling of some of those areas.

Examples of NSPE’s Content Subject Areas

Licensure

Ethics

Legislation/regulations/advocacy

Outreach to the public

Professional leadership

Volunteer leadership

Liability/risk management

Contracts

Awards and recognition

Continuing education

STEM

Interest group content: construction,

higher education, government, industry,

private practice

Image of the engineer/value of license

News of the Society, its programs, and

activities

Court decisions

Engineer employment

History of the Society and profession

Global practice issues

Examples of NSPE’s Major Content Distribution Channels

PE magazine Engineering Press

Review

Executive Director’s

Board Update

Young Engineer Blog

Web site Twitter (@NSPE) Young PE Quarterly Licensure/Ethics

Hotline

NSPE Update Facebook Job Update newsletter YouTube

PEPP Talk LinkedIn Press releases Printed collateral

PEC Reporter Leader Brief Education e-blasts Education sessions

PEI e-News SSEC List Student E-news Partnering

agreements

PEG e-News SSL List Dedicated e-mail

blasts

NSPE Blog

Daily Designs Talking Points Licensing Blog State Web sites

Twitter (@PEmag)

Page 5: NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson, content strategy author

NSPE Content Strategy

Content Strategy Goals 5

Content Strategy Goals As the content strategy task team members began discussing the communications and content issues

the organization faced, it quickly became apparent that NSPE is doing many things well. But it was

also clear that there were areas for improvement, such as better leveraging the content NSPE produces

and making members more aware of what’s available to them.

Task team members also recognized that NSPE’s content strategy needs to support the overall goals of

the organization—specifically delivering value that not only helps retain members, but also brings in

new members.

NSPE’s Content Strategy Goals:

To contribute to member recruitment, retention, and state society engagement, NSPE

will:

1. Establish a unified, coordinated, and targeted communications program;

2. Provide accessible, compelling, usable, and quality content to all NSPE

audiences;

3. Position NSPE as a subject-matter expert; and

4. Actively manage content throughout its life cycle to maximize its benefit to all

users and build awareness of NSPE as a trusted content provider.

Page 6: NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson, content strategy author

NSPE Content Strategy

The Content Strategy Process and Next Steps 6

The Content Strategy Process and Next Steps Content strategy has many proponents, and they all have recommendations for how content strategy

should work. While these recommendations were often helpful in guiding the development of NSPE’s

content strategy, it was clear that NSPE staff needed to create a process that worked for them—one that

could be easily managed on a day-to-day basis while supporting the overall goals.

NSPE’s content strategy has three parts:

1. Shared calendar: Staff will use a shared calendar to schedule the vast majority of NSPE

communications. This will help all NSPE content producers to coordinate their messages and

reduce the possibility of sending the same audience multiple messages on the same day.

Page 7: NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson, content strategy author

NSPE Content Strategy

The Content Strategy Process and Next Steps 7

2. Content spreadsheet: This document, which will be shared by all content producers, ensures

that all messages have a staff lead, a defined audience, and a distribution plan using all

channels that are appropriate for the particular message. (Note: The complete spreadsheet does not

appear in the image below.)

3. Content Strategy Task Force: This standing task force will be made up of staff involved in all

areas of content delivery. It will meet regularly to assess results against goals, discuss

challenges, and refine strategies. The task force will report to the executive director.

Page 8: NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson, content strategy author

NSPE Content Strategy

The Content Strategy Process and Next Steps 8

Next Steps It is important to remember that this report is just the first step in NSPE’s content strategy. It will need

to evolve to ensure that it meets the organization’s needs.

Transition current staff content strategy task force from exploratory posture to an active content

management capacity and begin regular meetings. (Complete by February 2014)

Establish next short-term goals in SMART (specific, measurable, attainable, relevant, time-bound)

format, with initial focus on fully leveraging current and newly generated content. (Begin by February

2014)

Establish content liaisons to:

o State societies;

o EWeek;

o MATHCOUNTS; and

o NICET. (Complete by February 2014)

Encourage a new way of thinking about content and its role in NSPE. (Ongoing)

The staff task force will actively track activity and analyze performance of the content management

system, with regular reports to appropriate volunteer leadership. Once the executive director

determines that NSPE performance in this area (the active management and circulation of new

content) is being performed at a satisfactory level, the task force will expand its scope of activity to

address the issue of curating the accumulated body of content to ensure it is accessible, apparent,

and usable by members and leadership.

Page 9: NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson, content strategy author

NSPE Content Strategy

Appendix 9

Appendix

Meeting Notes

Content Strategy Kick-Off Meeting

9/10/13

What’s This All About?

Recommendation #2 of the Delivery Systems, Communications and Technology Task Force:

1. Resolve to develop an integrated communications approach by the end of 2013 utilizing all available

communication platforms, including but not limited to emails, LinkedIn, Twitter, Facebook, PE

Magazine and the NSPE website that 1) promotes the mission of NSPE, 2) clarifies and brands NSPE, 3)

improves member engagement using an active rather than passive approach, 4) clearly promotes the

personal and professional benefits of membership and 5)

increases advertising opportunities.

2. Request that staff provide a detailed implementation plan by the 2013 Summer Board Meeting

describing the necessary steps to achieve the priorities as stated in the preceding paragraph.

▼ Mark’s Goals: Aug-Dec 2013

Strategic Plan Goal 3: Membership Growth

Communications/Engagement

Consistent with the R4R Membership Delivery Systems, Communications & Technology Task Force

recommendations, integrate and expand ALL levels of communication on NSPE activities and

volunteer accomplishments.

Content Strategy =A New Way of Thinking

Page 10: NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson, content strategy author

NSPE Content Strategy

Appendix 10

Why Am I On This Team?

You are all key contributors in NSPE’s world of content, either as providers, editors, archivists, or

maybe some of them all.

What Are We Going to Do?

The first order of business is creating a report for the board of directors that details NSPE’s content

strategy. We will need to deliver a progress report for the October 12 board of directors meeting. A

presentation showing the progress made will be delivered at the January 2014 board meeting.

This is a BIG topic that we will have to reduce to finite proportions. We can’t eat it all in one sitting.

Currently, we are doing a good job creating value, but we need to do a better job leveraging the

knowledge we have and making members aware of what’s available to them.

What Are NSPE’s Current Content Delivery Problems, Issues?

Golden shared a handout from “CEO Growth Strategy Forum”

Difference between knowledge contributors and knowledge consumers

Career Lifecycle (How does your content strategy apply to the various segments of your

membership?)

o Different engagement style and media

o Different content requirements as well

Examples

How do we manage our information assets and handle out-of-date info?

Tim Schaffer’s OSPE newsletter columns covering parts of Engineering Your Way to Success

Belinda Rasmussen’s PowerPoint on membership marketing

Aug/Sept PE cover story on NAE’s Messaging for Engineering report: What’s NSPE doing in its own

communications to put NAE’s recommendations into action?

We do a lot well, but need to ensure things are happening automatically; how do we use content in a

way to increase members’ sense that NSPE is in the know

Questions, Observations, and Sentence Fragments

1. Do we have an inventory of state communications? No.

2. Does NSPE need to do a content audit?

3. Many state web sites have out-of-date information.

4. We first need to determine our business goals for the next 30-60 days.

5. What about shared content calendars that we all can access?

6. Participation of state societies in the organization’s content efforts is necessary.

7. Does our content strategy need to be part of a larger integrated communications strategy?

8. Advantage of being NSPE: We’re not a big bureaucracy. We’re quick and nimble, like those parkour

guys.

9. We need to consider branding issues as part of our strategy.

Page 11: NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson, content strategy author

NSPE Content Strategy

Appendix 11

10. It’s not about just providing more info. It’s about better info delivered to the right people at the right

time.

11. How do we make it easy for members and the public to find info when they need it … and then

remember that NSPE delivered it to them!

12. What are the communication channels here in 1420 King Street?

13. Focus on specific, near-term objectives. Our business objective is retaining members and increasing

membership. How can our content strategy contribute to retaining the members we have, gaining

more members, and assisting state societies?

14. How will our content strategy account for the diversity of member interests?

15. It’s about making body of info available to members.

16. There won’t be a single content strategy solution. It’s going to be a bunch of solutions that develop

and evolve.

17. Maybe we need a “Staff Content Strategy Commitment” that says what we believe.

18. What are our tactics to recognize individuals and state societies?

Let’s meet weekly. Siegel will send appointments.

In attendance:

Golden, Boykin, Cassidy, Eiser, Ober, Granados, Parker, Schwartz, Siegel

Page 12: NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson, content strategy author

NSPE Content Strategy

Appendix 12

Content Strategy Meeting

10/7/13

Our Schedule:

We have 7 weeks from today to produce our report.

Need to complete report by December 5.

Calendar is saved in G:\Content Strategy

NSPE Content Strategy Goals:

In today’s meeting we focused on possible goals for NSPE’s content strategy. The consensus was that

we should aim for 3-5 goals. The following are the suggestions discussed:

Unified communications strategy

Targeted, coordinated messages

Member engagement: give members a reason to make a deeper connection to NSPE; make sure

members recognize NSPE has the info that meets their wants/needs.

Member recruitment, retention, state society engagement.

Review member surveys to see what kind of content they’re looking for.

Position NSPE as an expert.

Create compelling content: identify the core content areas and identify constituents based on

members’ career stage.

Content calendar: what are we doing, when? All newsletters, web info, and other communications.

Research online PM tools, like Redmine, that can help us manage our content.

Quality of content: in-depth, accurate content

Member testimonials: how members benefit from NSPE; blogs, Member Spotlight

Show diversity of membership and diversity in sources of content (Puerto Rico Society YouTube

videos)

Dispelling myths

Annual or semiannual reporting of defined metrics

Use SMART goal formatting: specific, measurable, attainable, relevant, and time-based

Dave will refine and send out goals for review

Next, the group began a discussion on defining “content,” both in terms of subject areas and

distribution channels.

Content Subject Areas

Licensure

Ethics

Legislation

Professional leadership

Volunteer leadership

Liability/risk management

Contracts

Page 13: NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson, content strategy author

NSPE Content Strategy

Appendix 13

Awards and recognition

Continuing education

STEM

Outreach to the public

Interest group content: construction, education, government, industry, private practice

PE “exceptionalism”

Content Distribution Channels

Here’s a first shot at assembling this. (Yes, it eventually should list audience, timing, etc. for each.)

PE magazine Eng Press Review Mark’s Board Update Young Engineer Blog

Web site Twitter Young PE newsletter Lic./Ethics Hotline

NSPE Update Facebook Job Update newsletter YouTube

PEPP Talk Linked In Press releases Printed collateral

PEC e-News Leader Brief Education e-blasts WHAT ELSE ????

PEI SSEC List Student E-news

PEG SSL List A lot of one-off blasts

Daily Designs Talking Points Licensing Blog

In attendance:

Golden, Boykin, Cassidy, Eiser, Ober, Granados, Parker, Schwartz, Siegel

Page 14: NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson, content strategy author

NSPE Content Strategy

Appendix 14

Content Strategy Meeting

10/15/13

Review/Approve Goals

To contribute to member recruitment, retention, and state society engagement:

5. Establish a unified, coordinated, and targeted communications program.

6. Provide accessible, compelling, usable, and quality content to all NSPE audiences.

7. Position NSPE as a subject-matter expert.

8. Actively manage content throughout its life cycle to maximize its benefit to all users and build

awareness of NSPE as a trusted content provider.

Content vs. communications

Show content based on who you are???

Review/Approve Subject Areas

Licensure

Ethics

Legislation/regulations

Professional leadership

Volunteer leadership

Liability/risk management

Contracts

Awards and recognition

Continuing education

STEM

Outreach to the public

Interest group content: construction, education, government, industry, private practice

Image of the engineer/Value of license

ADDED: News of the Society, its programs, and activities

ADDED: Court decisions

ADDED: Engineer employment

History of Society and profession

Global practice issues

Page 15: NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson, content strategy author

NSPE Content Strategy

Appendix 15

Review/Approve Content Distribution Channels

PE magazine Eng Press Review Mark’s Board Update Young Engineer Blog

Web site Twitter (NSPE) Young PE newsletter Lic./Ethics Hotline

NSPE Update Facebook Job Update newsletter YouTube

PEPP Talk Linked In Press releases Printed collateral

PEC e-News Leader Brief Education e-blasts Ed session content

PEI SSEC List Student E-news Partnering agreements

PEG SSL List A lot of one-off blasts NSPE blog

Daily Designs Talking Points Licensing Blog State web sites

Twitter (PE Mag)

State/chapter communications

Partner communications

International society communications

Member-to-member communications

Define Content Audiences/Customer Segments

Member: leadership level, mailboxers, engagement level, committee/TF participants,

Nonmember: students, teachers, counselors, advertisers/sponsors, stumblers, international engineers,

customers, “friends of NSPE,” general public, legislators, regulators, media, lawyers, insurers, HR

Roundtable

Former members

Point in career cycle

Industry segment/practice area/discipline

What’s Next?

Review of past surveys

Process

Share report with DCTF just before going to board; e-mail chair to update on progress

In attendance:

Golden, Boykin, Cassidy, Eiser, Ober, Parker, Schwartz, Siegel

Page 16: NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson, content strategy author

NSPE Content Strategy

Appendix 16

Content Strategy Meeting

10/22/13

Finalize Goals:

To contribute to member recruitment, retention, and state society engagement:

9. Establish a unified, coordinated, and targeted communications program.

10. Provide accessible, compelling, usable, and quality content to all NSPE audiences.

11. Position NSPE as a subject-matter expert.

12. Actively manage content throughout its life cycle to maximize its benefit to all users and build their

awareness of NSPE as a trusted content provider.

The Process

1. Groupwise Shared Calendar

2. Content Spreadsheet

What is “content”?

Set up shared groupwise list

Leader for each “event”

Metrics – how do we measure, record?

Where do we draw the line on content?

Are there other ways of distributing content to reach more people?

Page 17: NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson, content strategy author

NSPE Content Strategy

Appendix 17

Content Strategy Meeting

10/31/13

1. How’s the content strategy process working so far?

Any changes necessary?

Inform the content producers on your teams of this new process.

NICET, Eweek, MC liaisons

Mem serv staff? Make them aware, spread the word

Maximize content as it’s created

Set up GW mail list

2. Content Strategy Report Outline

Task team discussed the proposed content strategy report outline

Siegel will draft report and send to task team for review

Page 18: NSPE Content Strategy · Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. —Kristina Halvorson, content strategy author

NSPE Content Strategy

Appendix 18

Resources

The Elements of Content Strategy, Erin Kissane,

http://www.abookapart.com/products/the-elements-of-content-strategy

The Content Marketing Manifesto, Bussolati, http://bussolati.com/

“Associations and Content: An Evolution in Progress,” Bussolati, http://bussolati.com/

“Degree of Difficulty,” Signature, September/October 2013, Association Media & Publishing,

http://associationmediaandpublishing.org/

“Map Out Your Content Strategy,” August 2011, Associations Now, ASAE, http://www.asaecenter.org/

The Essentials of a Documented Content Marketing Strategy: 36 Questions to Answer, Content Marketing

Institute, http://contentmarketinginstitute.com/