NestingBehaviorsofContentStrategists

AmyGraceWells,ContentStrategist@amygracewells

#eduweb16

Whatwasourgoal?

Buildaconsistentandcohesivebrandvoiceacrossallchannels.

Owned•Earned•Paid

@amygracewells

Lotsofloftytalk

Lotsoflargedocs@amygracewells

@amygracewells

Wherewerewestarting?

BetteralignmentwithuniversityprioritiesShifttomessageandaudiencefirstrather

thandistributionchannelWorkingacrossteamstobuildquality

contentandamplifyit

Bychangingthecontentmindset@amygracewells

Wherewerewestarting?Contentstrategyisaprocess.

Contentstrategyisaboutthepeople.

Contentisatoolthatisn’tvaluableinofitself.

Contentisvaluablewhenitfurthergoals.

Howtorallytheteam?@amygracewells

@amygracewells

Nestingcreatesmemorablelayersthatprovideflexibility

@amygracewells

Keycharacteristics

• Nestingdollsaresimilar,butnotexactcopies– Theyfitintoandcomplimentoneanotherbutcanhaveuniquedistinctions.

• Nestingdollsgetsmallerandmorenarrow– Justlikeacontentstrategy,thefurtheryougonarrowerandmoreintricatetheybecome.

Source:http://review.content-science.com/2015/10/stuck-on-creating-a-single-content-strategy-take-a-cue-from-nesting-dolls/

@amygracewells

@amygracewells

OuterRing:Whatweare

MovingInward:Howwetellourstories

InnerRing:Howwereinforceourmessages

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OuterRing:Pillars/CoreValues

MovingInward:ContentTiers

InnerRing:EditorialThemes

@amygracewells

TheOuterDoll

Pillarsrepresentthekeyuniversityvalues.

Brokenintonationalvs.statemessaging.

Themostimportantcategoryforwhichallcontentshouldfit.

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OpeningtheDoll

Howwetellourstories

Contenttiersidentifycategoriesofvaluablecontentandprioritizeit.

CollaborativeImpactsExceptionalCarolinaFamily

NationalProminence

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MovingInwardQuarterlyeditorialthemesprovideafocusfor

contentandreinforcetopicswithouraudiences.

LearningServiceResearchGlobal

Howwereinforceourmessages@amygracewells

@amygracewells

@amygracewells

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Nestingdollshelpkeeptheaudience(person)inmind.

@amygracewells

@amygracewells

AudienceFirst

Focusingonaudienceinsteadofdistributionchannelallowsforbetter

ReuseRepurposingRepackaging

Makesforabiggerimpact@amygracewells

KeyResults

Reintroducedlong-formcontentintothenewsteam

4of6storieslandedinthetopperformingstoriesoftheyear

QualityoverQuantity@amygracewells

KeyResults

Showedthevalueofadditionaldistributionchannelssuchassocialmedia

Topperformingstoriesgainedmoreviewershipfromothersourcesthanthe

emailnewsletter

AudienceoverDistribution@amygracewells

Adaptations

OuterDoll:CoreStrategyInnerDolls:

SocialStrategyAdStrategy

Audience-BasedStrategyInitiative-BasedStrategy

@amygracewells

GettingBuy-In&BuildingExcitement

NoovernightchangesLISTENextensively

Allowforfeedback(candid&constructive)Letthemimpacttheplan

GetteamstogetherregularlyProvideanalytic/performancereports

@amygracewells

@amygracewells

Heyfaculty!Heycommunicators!

WeneedTHESEideasfor:

Articles,WebContent,MediaPitches,SocialMedia,Newsletters,Magazines,Etc.!

@amygracewells

Questions?

AmyGraceWells@amygracewells

amygrace@gracefulcontent.com