Content Strategy Engaging

audiences for your organization

Presented by : Prasun Mishra

Agenda

Introduction
Audience and Brand
Experience and Voice
Platform and Design
Social / Mobile Media
Managing content and IP
Assignment

What is Content Strategy (1/4)

Content strategy tells people what they
want and need to know in ways that are
credible, trustworthy, transparent
Crafted to help a target audience be better
informed and smarter
Content Marketing is explicitly crafted to
drive specific profitable customer action

What is Content Strategy (2/4)

Between Journalism and Marketing but
tilted towards Journalism

What is Content Strategy (3/4)

What is Content Strategy (4/4)

Effective content creationChallenges & Truths

Worlds knowledge doubles every 12
month
Predicted to grow double every 12 hours
once internet of things becomes reality

Effective content creationChallenges & Truths

Information deluge will further increase ,
people will prioritize what they want to
consume

Effective content creationChallenges & Truths

Every human being has only 24 Hrs.(1440
Minutes) in a day
Your content need to compete against
other priorities and grab attention

Effective content creationChallenges & Truths

People will pay attention to your content
only when they get what they want
They will consume the content only if its
available Where, When and How they
need

Marketing & Content Strategy

Any content you produce is a product that
you should market
The content strategy needs to benefit the
services or product that your organization
creates
It should help to brand your products or
services

Audience
There are no more mass audiences
People's emotional and cognitive limitations
are real
Self-interest and social identification precede
motivation
They look for :
engaging content
help them take better decisions
Improve their lives at work and home

Audience - Personas
Persona are archetypes of individuals at
the center of target market
Along with demographic (age and
location) psychographic segmentation
(values and motivations) will give
complete picture

Audience - Personas
We must deeply understand how our
audiences spend their time, what they do
different times during the day and how
best we can meet their needs?
Stop looking at media as old and new
media and start thinking about media that
meets people where they are

Audience - Personas

Audience - Storytelling

Audience - Storytelling
Content follows the story
Stories are illustrative, easily memorable,
and allow to create stronger emotional
bonds with the consumers
Story can be long ,short ,visual or audio
only depending on audience segment

Storyline -Example

Harry Potter The Chosen One

Voldemort- The Villain

Harry must save the world by killing Voldemort

Doing easy or doing right things

Sharing Happiness (1/5)

Sharing Happiness (2/5)

Sharing Happiness(3/5)

Sharing Happiness(4/5)

Sharing Happiness(5/5)

Coca-Cola Storyline
The world is a difficult place - it's hard to
find happiness
Coca-Cola enables people to make others
happier
This allows them to have a moment of
happiness themselves
The amount of happiness in the world is
greater

Brand
Think about Product
Think about Brand
Its all about Them not You

Brand & Experience

Strong brands relate to experiences important to
the target consumer segment
A Brand is your idea or concept of what would be
the best idea of the product of service to consumer
Coca Cola is about happiness
Coke wants to make the world a happier place
Advertisements link Coke with the experience of
Feeling Happy
When consumers want to feel happy they drink
Coke

The Cheap Car (1/3)

The Cheap Car (2/3)

The Cheap Car (3/3)

Brand Positioning Statement

To (Target)____________________
Who ( Characteristics)___________
This brand (What is like)__________
That (Different from)_____________

Brand and Content Strategy

Process
Brand

Content

Engagement & Relationship

Content Strategy Core Experiences

Over a period of time, many different
pieces of content (across media
platforms)get created
All of them should be tied to experiences
our content strategy calls for

Experiences & Audience

Engagement
Is key tool for attracting, serving and
gaining loyalty
This is NOT :
How often people read and view
liking or recommending

This IS :
Collective set of experiences that audiences
have with the media brand

Why Experience Matters?

All content will create user experiences
Experience drives usage
The content strategist have the ability to
shape those experiences
Its not what we do but what is our
value to audience in their mind

Experiences

Key Experiences
It makes me smarter about things that I care
about
It looks out for my interests
It's convenient, easy to access, readily
available
Gives me something to talk about and share
with others-the social experience
Utility
Inspiration

Applying Experiences to content

Experiences are applied at three levelsMessage, Distribution and Strategic
Message means driving audience experiences at
story level
Distribution means creating the entire publication,
website, podcast or video to drive the
experiences you have selected
Strategic is the level at which you work to ensure
that every audience contact maximizes the
experiences you are trying to create

Tone & Voice (1/7)

Think about a good conversation with
friend
Leaning in for drama and leaning back for
a laugh
Does your media product becomes that
friend?

Tone & Voice (2/7)

Begin by defining a goal for your content
Ask few questions to yourself
What is important about this piece of
information?
Why do people need it?
What is your relationship with this content?
And to people who will read it?
Are you and expert or community member?

Tone & Voice (3/7)

Tone & Voice (4/7)

Tone & Voice (5/7)

Your voice conveys your personality and
authority
Your tone conveys emotion, attitude
While writing for your business colleagues
Be yourself
Be direct
Be specific

Tone & Voice (6/7)

This voice is firm, measured, and harbors not an ounce of doubt

Tone & Voice (7/7)

This is the snide, clich-ridden tabloid

The celebrity chaser, Intentionally disrespectful

Rules of engagement
Look for the best Media window in your
reader's day to engage with your content
Identify the media content which will be
best suited to deliver your idea or think
about a portfolio strategy
Find out what all information devices being
used by audiences during different time of
the day and how we do engage them best
using this information

Best Practices Content Writing

1.
2.
3.
4.

Write a lot and read a lot - Stephen King

Practise - write often
Be direct and clear- get to the point
Just tell me - Don't adopt a different voice of tone when you write,
don't overwrite
5. Use active sentences
6. Use adjectives and adverbs sparingly
7. Eliminate unnecessary language - omit needless words
8. Keep it simple
9. Write for scan ability
10. Invite action - keep recommendation crisp and to the point , links
to useful information
11. Revise
12. Know hen violate the rules

Using Story Arc with content

Content writing assignments are like a small
hill
A beginning (a business report might state the
problem being examined ), during which the story
begins to gain momentum
A middle(the history and analysis), during which
story moves smoothly through the chronology,
description or other structure of piece
And the end : The work will gain speed as it
approaches conclusion
Johann Sebastian Bach said analysis, reflection, much writing, ceaseless correction,
there is all my secret

Media and Platform

Media Type of production (Image , Audio
or text) used to tell a Content Strategy
Story
Platform is content destination mobile
tablet or wearable media
Multimedia usage of more than one type
of content
Multi platform means producing content
for multiple destinations

Storytelling across platforms

Formats follow the story not other way round
Formats could be video, audio , photo etc.
Different type of interaction with content could
be

Basic and complex interactivity

Anticipate
Participate
Trans media
Real world

Social
Social = Networks + Virtual communities
Virtual communities
Passion : internally driven and can move
between passion levels with permanent
communities and stable members
Trigger event : both externally and internally
driven by lifestyle changes or some specific
events. Members tend to be temporary

The Social Pyramid

Social Communities - Passion

Social Communities Trigger event

Virtual Communities

Virtual Communities

Virtual Communities

Virtual Communities

To understand their mission , find

the mission of the community
Diagnosis
The nature of challenge faced by social
community

Guiding Policy
How we can help them to deal with the
challenge?

Coherent Action
Set of coordinated activities we will perform to
accomplish the goals of the guiding policy

Creating an article

Connect using multimedia

Organizational Structure
Employing writers is not same a s content
strategy
Creation Delivery & Governance should be
aligned with objective
Define the purpose what content will do for
your business and users

Org structure includes

Human component
Content component

Organizational Considerations
Who sets the policies , guidelines and
standards?
Who has the last say?
Who thinks of content?
What happens to content when its edited?
What is the approval process?
What happens when positions change or
people leave?
Succession planning

Workflow
Content Creation to deletion how it
happens?
Who is involved?
Costs and guideline?

Content Management Strategy

Discover
Purpose keep content focused for the selected
audience
Are the objectives clear?
Is research needed?
Should all stakeholder participate in overall
planning?
Research design? Usability?
Content management system and technology?
Cross platform ownership? Category trend and
competition?
What you already have?

Discover Content Audit

Inventory has to list all information
Include page ID
Title
URL
Notes
Meta title
Meta description
Meta keywords

Discovering Content

Style guide now : what you want it to be?

Search Analytics
Legal requirements
Channel requirements
Does it marry with stakeholder agenda derived
from interviews?
Setting workflow and timelines
Are there Audiences which need further options?
Translation
Accessibility

Define

Set up a project plan

Write all the objectives
Success metrics based on objectives
Design including logos
Design mock-ups
High level architecture
Development Plan
User testing/QA
Launch plan and continual reach out for
expanding audience

Define
Defining Contents
Style Guide
Workflow design
Role descriptions

Editorial Calendar
Content Migration Plans

Define
Editorial Calendar
Seasonality
Home page, products, blog topics
Frequency of content update
Mix of multimedia content

Design

Detailed site map

Page types
Wireframes
Storyboards
Visual treatment definition
Video/Audio creation
CMS templates

Designing Content Page Tables

Page Objectives
Products
Source
Key message
Priorities

Develop

HTML Templates
Back end components
QA
Error log
Training materials

Guide

Deploy
Deployment
Publishing
Delivery

Usability
Navigation, Layout and Branding
Readers type
Scanners
Methodical

Critical point after 18-19 seconds of

reading

Usability testing
Low Fidelity Prototyping
encourage co design

High Fidelity Prototyping

Wireframes
Eye Tracking

Usability Eye Tracking

Graphic Design and Color Choices

align with Brand

Summer

Childhood

Coke

Case Study
SHENSHI CONTENT STRATEGY CASE:
This case is the basis for assignments. The
case is fictional but has appropriate elements
for you to consider as you create content for
your own organization.

The Style Guide