Content and communications

Where the twain should meet

Diana Railton

IABC France

www.toptenz.net/top-10-most-misunderstood-lines-in-literary-history.php

Key points

Content supports communicationsContent takes communications forwardMulti-skilled digital teamsIntegrated strategiesCross-organisational collaboration

1 Content and content strategy2 Communications3 Communications and content strategy4 Digital teams and governance

1 Content and content strategy

http://mikeduran.com

‘I have difficulty with the concept of content – it smacks of a term coined in desperation to describe a disparate and amorphous group of extraordinarily different concepts and products with the idea of somehow “bucketizing” it (thank you, America)...’

Jeremy Probert, Corporate Communications Director,in his blog The Wordmonger

What is content?

‘A hairy, complicated beast’

Kristina Halvorson

What is content?

‘A hairy, complicated beast’

Kristina Halvorson

What is content?

‘Anything that conveys information to humans’

Erin Kissane

What is content?

‘Business-critical content’

‘Relationship content’

Rahel Bailie and Noz Urbina

What is content?

‘Content is story.And content strategy is story telling.’

Prateek Sarkar former director of user experience, Walt Disneyat Confab 2011

What is content?

Anything that goes into a communication channel

www.slideshare/KMcGrane/adapting-ourselves-to-adaptive-content-12133365

Multi-channels,platforms anddevices

www.tobstar.com.au/images/responsive_diagram.png

Curtesy Google

Wikipedia comms

Multi-devices

Create once, publish everywhere

COPE

‘Intelligent content’ helps you COPE

What is intelligent content?

‘Content that is structurally rich and semantically categorized, and is therefore automatically discoverable, reusable, reconfigurable, and adaptable’

Ann Rockley and Charles Cooper

What is content strategy?

Strategic multi-channel corporate publishing

What is content strategy?

‘Content strategy is an emerging field of practice encompassing every aspect of content, including its design, development, analysis, presentation, measurement, evaluation, production, management, and governance.’ Former Google Knol on content strategy

What is content strategy?

‘Content strategy is the practice of planning for the creation, delivery and governance of useful, usable content.’

Kristina Halvorson

CORPORATEWEBSITE

Kristina Halvorson

‘Organizations invest tremendous resources on developing the framework for a great user experience – fabulous design, robust content management infrastructure.

Yet when it comes to the content itself, there’s often a gap.

The end result is that the value proposition for customers can’t be delivered...’

Rahel Bailie

IPG.book.com

A repeatable system

Content strategy

Plan

Create

DeliverGovern

Measure

Centralised publishing

Devolved publishing

Governance

Content marketingCorporate publishingCorporate journalism

Brand journalismBranded mediaBrand content

Branded contentInbound marketing

Customer publishingCustom publishing

What is content marketing?

Creating and distributing valuable content to attract, engage and acquire customers

* communicating without selling* information to make buyer more intelligent* brand loyalty

Adapted from the Content Marketing Institute

B2B Content Marketing: 2012 Benchmarks, budgets, and trends, Content Marketing Institute

Econsultancy, Sept 2012

www.searchnewsmedia.co.uk

www.searchnewsmedia.co.uk

Unified content strategy

2 Communications

THE COMMUNICATIONS PROFESSION

Marketing commsBrand managementAdvertisingPublic relations / reputation management / media relationsInvestor relationsGovernment relationsAdvocacy commsInternal comms / employee engagementPublicationsEventsCorporate social responsibilityChange management / crisis commsDigital comms Channel management, websites, intranets, social media ...Community managementContent+++

Photo: billjacobus

Photo: timpeartrice

68,000 members

‘The Never-Ending Turf War between PR and Marketing’

Call for integrated communications

‘If we persist in this argument, we will never be able to set in place a sound communications strategy’

Call for integrated communications

‘United we stand, divided we fall’

INTEGRATED COMMUNICATION MANAGEMENT

‘... the opportunities and complexities of content are forcing divisions together in efforts to avoid duplication, neglect, and conflict.’

Julia Hood, PR Week US, April 2012

‘So much of the digital land-grab has focused on execution. In the case of content, communications has an opportunity, virtually a mandate, to be its true strategicleader.’

Julia Hood, PR Week US, April 2012

Corporate communications is broader than PR

Corporate communications

A system that enables organizations to strategically orchestrate and manage all types of external and internal communications

en.wikipedia.org

COMMUNICATIONS DIRECTOR

Wikimedia Commons

Business Leaders in Communications Study 2012

‘The most comprehensive overview of the function, structure and role of corporate communications today and in the future’

95 comms directors, FTSE companies

Business Leaders in Communications Study 2012VMA Group

Wikimedia Commons

1 in 10 failed to see the relevance of social media

Are corporate comms departments behind the digital times?

NEW DIGITAL MODEL OFCOMMUNICATION MANAGEMENT

NEW DIGITAL MODEL OFCOMMUNICATION MANAGEMENT

Less formal messagingMore social and collaborative

http://community-roundtable.com/2009/06/the-community-maturity-model/

Stage 1Hierarchy

Stage 2Emergent community

Stage 3Community

Stage 4Network

Leadership Command and control

Consensus Collaborative Distributed

Content and programming

Formal and structured

Some user-generated content

Community- created content

Integrated formal, user-generated and community- created content

Community Maturity Model

Adapted from www.communityroundtable.com

Wikimedia Commons PD-USGOV-NASA

http://p.twimg.com

3 Communications and content strategy

THE STRATEGY DEPARTMENT?

Alan Sugar

Business strategy

Communications strategy

Content strategyplan for creating, delivering, governing,

measuring content

repeatable system

Channel strategies+ digital strategy

Auditing Measurement

external and internal comms strategies

+ digital strategy

publishing / editorial audiences, goals, issues

brand messagingtone of voice

globalisation, localisation +

information architecture /user experience

content management search, metadata,

accessibility, design, IT

Return on investment

Content strategy

Channel strategies

Business strategy

Digital strategy

Communicationsstrategy

Contentstrategy

One unified content strategy

INTEGRATEDSTRATEGIES

http://masdenglish.tripod.com

4 Digital teams and governance

www.toledoblade.com

Digital teams

New:

BoardsSteering committeesUnitsRoles

www.digital-workplace-trends.com

The digital board

The digital board

Internal and external communication channels

Strategic decision-making, leadership, coordination

Wikimedia Commons

CEO

Senior / middlemanagers

Dedicated team

Issues - needs - strategies implementation

Owner

Adapted from digital-workplace-trends.com

Digital Board: model 1

CEO

Digital Board

Senior / middle managers

Operational Board

Operational representativesGroupconsensus

Officialdecision-making

Digital Board: model 2

Adapted from digital-workplace-trends.com

Digital customer experience:governance roles and responsibilities

Forrester, 2013

The digital centre of excellence

Marketing and communications

teams

Digital / content teams in other departments

Jeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010

www.altimetergroup.com

Digital centre of excellence

20% 42% 35%

http://econsultancy.com/uk/reports

Digital MarketingOrganisational Structures and Resourcing,Econsultancy2011

http://econsultancy.com/uk/reports

CHIEF DIGITAL OFFICER?

CHIEF CONTENT OFFICER?

A combined team

StrategyGoalsAudiencesBrand messagesTone of voiceChannel selection

Content planningContent creationContent deliveryContent governanceContent monitoringContent measurement

Process

Team work

Strategy

Digital technology

MERCI!

@dianarailton

diana.railton@drcc.co.uk

www.drcc.co.uk

© DRCC 2013 All rights reserved