Confab Higher Ed: Nested Content Strategy

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

Questions?

AmyGraceWells@amygracewells

[email protected]