Quesscorp-Content Strategy



Creating a digital value chain lies in turning intelligence into content



intelligence =

to educate

to support products/services

to engage

INFORMATION

In digital media parlance,



PRIME CONTENT CHALLENGES THAT COMPANIES FACE:

Inability to keep up the momentum on producing quality content…

But this can be offset by involving your readers in the process, researching, testing your content, linking up with related stories on the web, etc.



…and



Iterating components to connect & converseCommunication channels

Many organizations tend to place too much importance on the quantity of content that represents their position in the

competitive landscape

That, that is a bigger challenge!

% shows preference for content type among organizations

Producing content that overlooks the corporate needs & requirements



aligning internal and external communications to organizational goal & vision

The challenge:



Aligning Content to Business Goal & VisionAn example of how the content focus should be… Next, we’ll break this down further.

QUESSCORP

BUSINESSES

CAREWORKS:CSR

INVESTORS

STAFF RELATIONS

CAREERS



Identifying ThemesContent themes that reflect the organization’s goals & user needs

QUESSCORP

BUSINESSES

CAREWORKS:

CSR

INVESTORSSTAFF RELATIONS

CAREERS

Organization’s goals User’s need

• Operational excellence

• Geographic presence• Business presence

• News• Business insight• Analysis


• People• Health• Education• Sustainable livelihood

• Plans• Updates


• Corporate governance • Presentations• Announcement

s• Updates

Organization’s goals

User’s need

• Assistance programs

• Skills development

• Compliance• Review

mechanism

• Information• Education

Organization’s goals

User’s need

• Why Quess?• Life@Quess

Opportunities



Deciding on the Content StructureBreak down content components based on requirements & preferences

QUESSCORP

BUSINESSES

CAREWORKS:

CSR

INVESTORSSTAFF RELATIONS

CAREERS

THOUGHT LEADERSHIP

UPDATES


• Operational excellence• Geographic presence• Business presence

• News• Business insight• Analysis

PROGRAMS ACHIEVEMENTS


• People• Health• Education• Sustainable livelihood

• Plans• Updates

COMPLIANCE ACHIEVEMENTS


• Corporate governance • Presentations• Announcements• Updates

PROCESSES INSTRUCTIONSOrganization’s goals User’s need

• Assistance programs• Skills development• Compliance• Review mechanism

• Information• Education

ABOUT QUESSOrganization’s goals User’s need

• Why Quess?• Life@Quess

Opportunities

• White papers• Case studies

• Newsletters• Blogs• Emails• Articles

• Reports

• Presentations• Newsletters• Articles

• Reports• FAQ

• Presentations• Press releases

• Checklists• Blogs• Infographic

• Articles• Interviews• FAQ• Guides/Toolkits

• Testimonials• Videos• Interviews

• Updates• Articles• Presentations

On-site assetsOutbound

Content Pillar



Orchestrating a Portfolio of ChannelsAn example of how the lifespan of a single content object can be prolonged strategically

FREQUENCY WEEKLY FORTNIGHTLY MONTHLY QUARTERLY HALF-YEARLY

CONTENT TYPE SOCIAL UPDATES BLOG NEWSLETTER ARTICLE SLIDESHARE CASE STUDY WHITE PAPER

FOCUS Relevant stories/posts…

Why is it happening…

What happened & related stories

Understand the issue…

Understand the issue…

Approaching the issue

Policy document

A content pillar can be repurposed across the media for maximum impact.

It starts here. The white paper for a content pillar.



Orchestrating a Portfolio of ChannelsBuild everything with the intent to measure it

CONTENT PILLAR

WHITE PAPER / REPORT / CASE STUDY

PRESENTATION

SLIDESHARE

SOCIAL

FB LN

BLOGPOST

EMAIL

NEWSLETTER

ARTICLE

SOCIAL

FB LN

EMAIL

SOCIAL

FB LN

EMAIL

• Views• Downloads• Shares• Favorites

• Page views• Comments• Repeat visits

• Downloads• Registrations

• Page views• Shares• Comments• Repeat visits

• Unique visitors

• Likes• Shares• Comments• New followers• Reach

• Page views• Repeat visits• Shares



Team Structure for Creating & Managing ContentCorporate

communications

Think-tank Program Manager

Community Manager

Social assets

Digital assets

Web Team

SEO expert

Editors

Writers

Designers

Developers Analytics

Knowledge management team made up of corporate stakeholders. It functions as the final authority on editorial content and also establishes standards.


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Quesscorp-Content Strategy

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