Content Strategy for Print and Web Sites SEA 2009
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Content Strategy for Print and Web Sites
SEA 2009
Overview
Content is the cornerstone
Content trends
Content planning
Content review
Content management
1
2
3
4
5Content distribution
Content research
Summary
6
7
8
“Writing is like driving sheep down a road. If there are any gates on either side, readers will exit.”
C.S. Lewis
They started with a strong sense of mission that continues
And thatis why people READ your magazines.
Content is the Cornerstone
Expanded definition: text, graphics, audio, video, data or any combination of these
More attention to the “needs” of your audience
The voice/lens through which you present content is very important
Content is the Cornerstone
Publishers add value to content through delivery and packaging, connecting print, online and other media, and by “curating” and “rating” of content
Curating: careful selection and presentation of content from all sources to best meet audience needs
Rating: audience input on value of content, etc.
Content is the Cornerstone
User generated content embraced by many publishers and will become more mainstream
Content is the Cornerstone
The business impact of content planning is that it engages all stakeholders and ensures alignment, investment, and accountability around content creation and maintenance.
Content Trends
Content Trends
Content Creation
Expansion of multimedia content: marrying traditional print
content with video, audio and graphics online
Implication:
Requires additional/different skills than those possessed by “traditional journalists.”
Content Trends
Content Creation
Widespread adoption of user generated content (forums, blogs, online communities)
Implication:
Requires a certain loss of control by editors accustomed to being gatekeepers.
Content Trends
Content Creation
Shift to constantly updated content from traditional defined publication cycle
Implication:
Places heavier demands on staff and requires change in mindset.
Content Trends
Content Creation
Use of third-party content to supplement content generated in-house.
Implication:
Requires establishing criteria and quality standards for third-party content.
Content Trends
Content Creation
Pooling of print and online resources under a “chief content officer”
Implication:
Requires separating "high-value activities" from "commodity-style activities" in order to reduce redundancies and focus on producing content.
Content Trends
Content Management
Trend towards bringing print and online content production together
Implication:
Changing organizational structure and/or creating effective collaboration matrix.
Content Trends
Content Management
Trend away from vertical editing hierarchy towards empowering frontline content creators
Implication:
Creating clear guidelines for content creators to follow, rather than
requiring multiple layers of editing review.
Content Trends
Content Production
Highly automated single-path design and layout delivering both print and online product
Implication:
Once a story is written and the visual elements (photos, illustrations, media clips) are assembled, a single design and layout process creates final (or near-final) page files for both print and web delivery.
Content Trends
Content Production
Blogging platforms replacing standard production
methods on websites
Implication:
Writers and editors can create, collaborate, edit and post online stories, photos and videos quickly and easily anytime/anywhere without any technical or design assistance, using pre-designed blog templates. They can be held as internal until approved, then quickly switched to the public side.
Content Trends
Content Production
Content easily searchable
Implication:
Requires meta data and tagging
Content Trends
Content Distribution
Use of multiple channels for maximum delivery of content: print, web, e-mail, RSS feeds, Twitter feeds etc content aggregators, databases
Implication:
Requires development of clear content strategy to match appropriate content to delivery
venue. Requires sophisticated content management tools, including tagging, metadata. Requires careful control of licensing arrangements to maintain control of content while
maximizing distribution.
Content Planning
Content Planning
Content planning- plans for the creation, publication, and governance of useful, usable content. [It’s deciding what you are going to include and what you are going to leave out.]
Key themes and messages
Topics
Content purpose (bridge audience needs)
Content gap analysis
Content Planning
First step is to create a clear and current definition of the primary audience segments
Example: Denomination Publication Segment 1 – Pastors
Segment 2 – Paid staff, church leaders
Segment 3 – Educators
Segment 4 – Lay person
Content Planning
Important to note that the audience in print and online most likely do not overlap 100% What are the differences between print and online audience?
Content Planning
Next step is to document the anticipated audience needs for each segment (reader wants)
Examples: Inspiration (success)
News
Community
How to information/education
Sourcing
Product/reviews
Content Planning
Brands that thrive (versus survive) meet the needs of the audience
We don’t publish (in any format) for a demographic; we meet the needs of one or more demographics
Recognizing this core principal is key to creating and sustaining audiences that are engaged and profitable for publishers
Content Planning Matrix
Type of content to meet audience needs
Audience segment 1 Sub-segments:
Audience segment 2 Sub-segments:
Audience segment 3 Sub-segments:
Community
Reviews Sourcing News Maintenance Preserve affordability
Inspiration (success)
Content Planning–Signature Content
What is signature content? (example: The Week)
Signature content either appears in no other publication or the writer is distinctive/prominent, etc. and thus, the content stands out within the issue
The importance of signature content
Differentiates your publication from all others with readers and advertisers
Content Planning-Print Cover
What is your current cover strategy ? There is as much pressure to get a readers to pick up the issue and read it if
they receive it at home as there is on the newsstand or in your place of distribution.
Content Planning-Tagline
A tagline can “frame” the publication for first-time readers and reinforce brand/and purpose for regular/frequent readers
Tagline is stronger when it speaks to emotions versus a description
Content Competitive Review
What other publications/websites serve your audience?
What type of content do they offer?
Where does it come from?
Decorating
Veranda
Southern Accents
Dwell
Hospitality Design Metropolitan HomeInterior Design
Specific
INS
Metropolis
ContractPerspective
Green Source Architecture & Design
Niche/Market Broad
Content Management
Content Management
Content management defines the technologies needed to create, capture, store, deliver and preserve your content.
Creation and assignment
Publishing infrastructure
Workflow
Content Management
Creation and assignment-where can content come from?
In-house staff
Freelance contributors
User generated
Licensing
Aggregated
Links
Partnerships
Content Management
Partnership ideas for content generation:
Academic institutions
Non-profits
Aligned member organizations
Advertisers
Retailers
Other publishers
Content Management
Another view of sourcing content (Don Nicholas, Mequoda)
Original Recycled
original articles periodicals
forum threads newsletters
blog posts books
podcasts webinars
customers white papers
Content Management
When possible, you want to buy or secure non-exclusive rights to all content
Try not to agree to where the content will be used
Content Distribution
Content Distribution
Content distribution defines how and where content will be made available to users.
Timing for distribution
Where – print publication, digital publication, newsletters, webinars, email, podcasts, blog posts, forum threads, video, audio, mobile, events
Content Distribution
Brand wheel
Blogs
VideoMobile: phone & ebooks
RSSPodcasts
Community/forums
Events
Print PeriodicalData
Web site(s)
Widgets
Digital Publication
Your customerBooksAnnuals
Email newsletters
CDs
Content Research
Stay close to your audience by measuring their needs, attitudes, opinions, and feedback (not demographic research)
Conduct research print/online/events
Holistic view…not just one channel
Track analytics
Engagement, conversion, retention Google analytics, Compete.com, Clickability.com
Questions?
Wrap-Up
Planning enables you to leverage resources and serve your audience and mission more efficiently
Affirm what’s working
Take calculated risks
Measure through research
Sabatier Consulting LLC607 Greenwich Street
Falls Church, VA 22046703.536.2635
www.SabatierConsulting.com
Thank you.
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