Understanding “content” andexplaining it within your organisation

Achieving the drumbeatWhat is (good) content?How do you know your org needs content?The content elevator pitch

In this deck

Achieving the drumbeatWhat is (good) content?How do you know your org needs content?The content elevator pitch

In this deck

Every organisation has something to say.

But they're used to only a few ways ofsaying it.

Every organisation has something to say.

But they're used to only a few ways ofsaying it.

MeetingsEvents

A corporate blogAn occasional tweet

This leads to outreach strategies that looklike this.

What we actually want is a steady 'drumbeat'of information flow.

We want to build and sustainmomentum for our messages.

We want to build and sustainmomentum for our messages.And content (aka owned media) isone way of doing that.

Achieving the drumbeatWhat is (good) content?How do you know your org needs content?The content elevator pitch

In this deck

What is content?

What is content = the proof points ofcontent = a stupid word that means everything and nothing.

What is content = the proof points ofcontent = the proof points ofyour messages released on a slow drip.

What is content = your proof points toldthrough stories that are directlyrelevant to and relatable for youraudience.

Good

What is content = your proof points toldthrough stories that give youraudience a reason to stay tuned.

Good

"Tweet the way you want to be tweeted. Ilisten to lobbyists who are credible, usefuland use facts."

-MEP Marietje Schaake

EPACA social media panel 5 Feb 2015

What is content = your proof points toldthrough stories that keep yourorganisation/issue top of mind.

Good

What does good content look like?

What does good content look like?

What does good content look like?

How can me make sure the rightaudience sees this good content?

good content + a smart, targeted (paid) social strategy

How can me make sure the rightaudience sees this good content?

good content + a smart, targeted (paid) social strategy

measurable ROI

Achieving the drumbeatWhat is (good) content?How do you know your org needs content?The content elevator pitch

In this deck

If your leadership says:

"We need media coverage."

If your leadership says:

You might say:

"We need media coverage."

"We should explore a mix of paid, earned, sharedand owned media. With owned and shared media we can target distribution through socialchannels to get the right eyes on it."

If your leadership says:

“We want to do meetings and events."

If your leadership says:

You might say:

“We want to do meetings and events."

"We should explore ways of keeping ourmessages top of mind between those meetingsand events."

If your leadership says:

You might say:

“We're new to Twitter, what should we tweet?"

"It’s best to say something original, useful andrelatable…and to keep saying it."

If you're leadership says:

“Ok we’re on board with content – but how do we know our audience will see it?"

If your leadership says:

You might say:

“Ok we’re on board with content – but how do we know our audience will see it?"

"We can use platforms like LinkedIn, Twitter andFacebook to target audiences based onAge, seniority level, industry, gender, location,marital status, parental status, and interests."

The content elevator pitch• We can make our point to policymakers (or other stakeholders) at meetings and events. • But we can only ask for so many meetings and events.• We need to ensure that our messages stay top of mind before, between and after those meetings and events. • We need to build and sustain momentum. A steady flow content can help keep our messages alive. • We can target our messages to the right people and measure results.

What does a content strategy look like?All the objectives, target audiences, key messages that you've already defined worked into:

An editorial calendarA (paid) distribution strategyMetrics for success

Say hello.Brett Kobie, Digital StrategistFleishmanHillard Brussels

@kobiebrettbe.linkedin.com/in/brettkobie