Content Production and Your Communications Program

KATE BRODOCK@JUST_KATE

E X E C U T I V E D I R E C T O R O F D I G I TA L & S O C I A L M E D I A , S Y R A C U S E U N I V E R S I T Y

F O U N D E R & C H A I R , O T H E R S I D E G R O U P

1 8 M AY 2 0 1 2

Content Production and Your Communications

Program

WHAT IS CONTENT

SOCIAL WRITING & BRAND JOURNALISM

WHAT IS *NOT* CONTENT

CONTENT

What is Content?

Writing Blogging eBooks White Papers

VideosThird-party content (articles, videos, etc)PhotosAudio

Social Writing

Content, primarily in written format, that is designed to be optimal for social sharing. – Other Side Group, 2012

Goal 1: Create content that people want to share Goal 2: Create content that will work well once shared

Brand Journalism

“Brand Journalism is when any organization….creates valuable information and shares it with the world.

Brand Journalism is not a product pitch. It is not an advertorial. It is not an egotistical spewing of gobbledygook-laden corporate drivel.

Instead Brand Journalism is the creation of Web content—videos, blog posts, photos, charts, graphs, essays, ebooks, white papers—that deliver value to your marketplace and serve to position your organization as one worthy of doing business with.

-David Meerman Scott, 2009

What is NOT Content?

Again……“It is not an egotistical spewing of gobbledygook-laden corporate drivel.”

WHY IT ’S IMPORTANT

CONTENT PRODUCTION AND COMMUNICATIONS PLANS

GOALS OF CONTENT PRODUCTION

Content Production

Why is content production important?

People are consuming information in different ways. You need to keep up with them. Skimming Video Visual

With the right content, you have the potential to reach more people. Social content Search engine optimized content

Why is content production important?

Give them a reason to find you.People are getting bored or annoyed with

straight sales tactics, especially when they’re online. They want something valuable and useful. If your brand can offer them that value, that’s good.

How does it work with communications plans?

Your goals may be: promotion, outreach, branding, media relations, etc.

Content opens up new opportunities to reach new people, have them reach you, have your “brand” shared with others, create more engaging experiences, initiate conversation, etc.

How does it work with communications plans?

Content production does not replace your current marketing or communications plans….it enhances and supports them.

What are some reasons to start a content production program?

Thought leadershipEducationLead generationEngagementSEOBrand AwarenessOutreachTraditional methods are not sufficient, you’re

missing opportunitiesIf you’re already in the social media space….you

need something to share…right?

CONTENT CREATION

CONTENT CURATION

Creation vs Curation

Content Creation

What is it? Original content created by your brand.

Beneficial for: Demonstrating value directly Thought leadership Giving insight into a brand “Controlling the message”

Content Curation

What is it? Discovering, gathering, and presenting digital content

that surrounds specific subject matter.  “Content curation is the process of sorting through

the vast amounts of content on the web and presenting it in a meaningful and organized way around a specific theme.  The work  involves  sifting, sorting, arranging, and publishing information.” – Beth Kanter, 2011

Things to think about

LengthQualityAccessibilityShareabilityVerificationLegal rightsAttribution

BLOGGING PLATFORMS

VIDEO PLATFORMS

RANDOM

TOOLS

Blogging

Wordpress, Typepad, etcIn-house platformTumblr

EXAMPLES:

Video

YouTubeVimeouStreamShort-form (app-based): Tout, Viddy

EXAMPLES

Other

StorifyPinterestPaper.liPearltreesRSS Reader

TWITTER: @JUST_KATE

SOCIAL WRITING AND SOCIAL MEDIA CONSULTING: OTHER SIDE GROUP

BLOG: TODAY AND TOMORROW

OTHER:GIRLS IN TECHB2B VOICESMETA-ACTIVISM PROJECT

Thanks!