Content

Strategy fr NGOs
Webinhalte erst strategisch planen, dann publizieren
re:campaign 2013 Berlin, 6.5.2013 Brigitte Alice Radl brigittealice.radl@gmail.com @brigitte_alice

SOCIAL MEDIA & NGOs

BILDQUELLE: http://www.thepotato.ie/2013/04/social-media-secrets-cats-or-dogs

KOMPLEXITT

BERFORDERUNG
BILDQUELLE: http://scholarzblog.wordpress.com/2008/04/30/blogwelt-serie-wie-arbeite-ich-schneller-produktivitatsblogs/

WAS? CONTENT?

CONTENT STRATEGY

"Content strategy plans for the creation, publication, and governance of useful, usable content.
Kristina Halvorson, Content Strategy for the Web, 2009

Content Strategy in 6 Schritten

BILDQUELLE: http://www.beinsteinerkleiderboerse.de/Ferien/2004/

#1 berprfe Deine Inhalte

Content Inventory

Quantitatives & qualitatives Content Audit

berblick ber bereits vorhandene Inhalte Identiiikation von guten und mangelhaften Inhalten und Prozessen Argumentationsgrundlage gegenber Stakeholdern der Organisation Basis fr die Verbesserung der Webprsenz und fr die Content Strategy

#2 Kenne Deine Nutzer

The purpose of user research is to move beyond assumptions, guesses, and stereotypes to discover what your human readers, viewers, and listeners really want and need.
Erin Kissane, The Elements of Content Strategy, 2011

Chris Atherton: Nonproiit, zero content, Confab London 2013 http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf

Mental health has a stigma like many other topics. People dont talk about it. That was the central problem that they tried to solve in the campaign.
Chris Atherton, Confab London 2013

Nonproiit is not sexy. But they have people who really really care about adolescents with mental- health problems.
Chris Atherton, Confab London 2013

Chris Atherton: Nonproiit, zero content, Confab London 2013 http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf

Chris Atherton: Nonproiit, zero content, Confab London 2013 http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf

Chris Atherton: Nonproiit, zero content, Confab London 2013 http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf

Chris Atherton: Nonproiit, zero content, Confab London 2013 http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf

Chris Atherton: Nonproiit, zero content, Confab London 2013 http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf

http://www.time-to-change.org.uk/youngpeople

#3 berzeuge Deine Stakeholder

1. Identiiiziere Deine Stakeholder. 2. Involviere Deine Stakeholder. 3. Interessiere Dich fr Deine Stakeholder. 4. Individualisiere Deine Botschaften. 5. Integriere Deine Stakeholder dauerhaft.

BILDQUELLE: http://www.justinsjourney.net/wp-content/uploads/2012/05/0718hippies.jpg

#4 Deiiniere Deine Botschaften

If you dont know WHAT you need to communicate, how will you know HOW, or if you succeed?
Margot Bloomstein, http://de.slideshare.net/mbloomstein

Messaging is the art of deciding what information or ideas you want to giveand get fromyour users.
Kristina. Halvorson, Content Strategy for the Web, 2009

Cut to the essential message and put it iirst.

Ginny Redish, Confab 2013

Give and Get Hope Here

http://www.redcross.org

We wanted to tell the story of the Red Cross through people we serve, while at the same time demonstrating the breadth of our mission. (...) the goal for this storytelling campaign was to bring our everyday mission to life in a personally relevant way.
Peggy Dyer, Chief Marketing Ofiicer of the American Red Cross http://www.redcross.org/news/press-release/American-Red-Cross-Launches-New-Ad-Campaign

http://www.youtube.com/watch?v=3yufZP-LZrk

#5 Manage Deine internen Prozesse

EFFIZIENZ
BILDQUELLE: http://www.cleveland.com/business/index.ssf/2012/07/minimum_wage_hike.html

Nicola OConnor: Can Content Strategy Help Save Lifes? http://de.slideshare.net/NicolaConnor

Tell everyone who will listen that content is a continuous and not a linear process.
Nicola OConnor, Content Strategist at Cancer Research UK http://vimeo.com/56601761

BILDQUELLE: http://www.dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razoriish/

http://www.cancerresearchuk.org/home/

#6 Whle Deine Plattformen

The mechanisms that content owners will select to deliver their content will depend not only on their target audiences preferences, but also on time, budget, internal resources, and available tools or technologies.
Kristina. Halvorson, Content Strategy for the Web, 2009

Companies who truly commit to social mediawho recognize that these delivery channels demand editorial oversight and regular production of branded contentare going to win the game.
Kristina. Halvorson, Content Strategy for the Web, 2009

Vielen Dank !
re:campaign 2013 Berlin, 6.5.2013 Brigitte Alice Radl brigittealice.radl@gmail.com @brigitte_alice

Finde neue Freunde!

Google Group Content Strategy https://groups.google.com/forum/?fromgroups#!forum/contentstrategy Google Group Content Strategy Europe https://groups.google.com/forum/?fromgroups#%21forum/content-strategy-europe Google Community Content Strategie (deutschsprachig) https://plus.google.com/communities/109794279885354791919 Twitter-Hashtag #contentstrategy

Konferenzen, Meetups & Camps: CONFAB http://confabevents.com CS Forum http://csforum2013.com #cosca13 am 7. & 8. Juni in Dieburg http://www.cscamp.de/ Regionale Meetups (Google Content Strategy + deine Stadt) Liste Content-Strategy-Konferenzen 2013 von Shelly Bowen: http://www.pybop.com/2013/01/2013-content-strategy-conferences/
BILDQUELLE: http://theputridiaries.blogspot.co.at/2011/05/badminton-for-penguins.html

Literatur zu Content Strategy

Annett-Baker, Relly. A Practical Guide to Creating Web Content. Bailie, Rahel Anne; Urbina, Noz. Content Strategy: Connecting the Dots Between Business, Brand, and Beneiits. Bloomstein, Margot. Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project. Halvorson, Kristina; Rach, Melissa. Content Strategy for the Web. Handley, Ann; Chapman, C.C. Content Rules. Jones, Colleen. Clout The Art & Science of Iniluential Web Content. Kissane, Erin. The Elements of Content Strategy. McGovern, Gerry. Killer Web Content: Make the Sale, Deliver the Service, Build the Brand. McGrane, Karen. Content Strategy for Mobile. Redish, Janice (Ginny). Letting Go of the Words. Rockley, Ann; Cooper, Charles. Managing Enterprise Content: A Uniiied Content Strategy. Shefiield, Richard. The Web Content Strategists Bible. Wachter-Boettcher, Sara. Content Everywhere: Strategy and Structure for Future-Ready Content.
BILDQUELLE: https://commons.wikimedia.org/wiki/File:Cat_with_book_2320356661.jpg

Content Strategy Onlinemagazine & Blogs

A List apart http://alistapart.com UX Magazine http://uxmag.com/search/results/taxonomy:399 Contents http://contentsmagazine.com Boxesandarrows http://boxesandarrows.com/ Johnny Holland http://johnnyholland.org/series/content-strategy/ UX matters http://uxmatters.com/topics/content-strategy/
BILDQUELLE: http://pics.urduwire.com/fun-entertainment/dog-operate-computer/

The Epic List of Content Strategy Resources von Jonathon Colman:

http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/

BILDQUELLE: http://about.me/jcolman