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More with less why content strategy makes business sense for your corporate communications - Sara...
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15 TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS MORE WITH LESS: WHY CONTENT STRATEGY MAKES BUSINESS SENSE FOR YOUR CORPORATE COMMUNICATIONS Sara Rusconi Partner and Head of Digital Comms, Lundquist
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Transcript of More with less why content strategy makes business sense for your corporate communications - Sara...
15TH EUROPEAN SEMINAR ON
DIGITAL CORPORATE COMMUNICATIONS
MORE WITH LESS: WHY CONTENT
STRATEGY MAKES BUSINESS SENSE FOR
YOUR CORPORATE COMMUNICATIONS
Sara RusconiPartner and Head of Digital Comms, Lundquist
KEY TAKEAWAYS FOR TODAY
• Don’t just follow the digital trends but understand what makes sense for you
• Go back to basics by defining a clear content strategy
• Content strategy: it’s not just about you
• Best practice examples show how to tell a coherent story, use stories to
support your messages & talk about key issues where stakeholders are
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
TRENDS IN DIGITAL
CORPORATE
COMMUNICATIONSSEMPLIFICATION OF
USER EXPERIENCE
STORYTELLING
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
WHAT ARE CORPORATE SITES FOR?
WEBSITES ARE PRIMARILY CHANNELS FOR
DELIVERING CONTENT AND CREATING
ENGAGEMENT
STILL, TOO MANY DIGITAL PROJECTS
FOCUS MERELY ON DESIGN AND
TECHNOLOGY
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
INTEGRATED CONTENT STRATEGY: BALANCING INTERNAL AND
EXTERNAL PERSPECTIVES
EXTERNAL EXPECTATIONS
(user expectations, market context)
COMPANY’S
MESSAGES AND
PRIORITIES
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
INTEGRATED CONTENT STRATEGY BALANCING INTERNAL AND
EXTERNAL PERSPECTIVES: HOW ARE COMPANIES RESPONDING?
EXTERNAL EXPECTATIONS
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
COMPANY’S
MESSAGES AND
PRIORITIES
WHAT IS THE KEY TO EFFECTIVE DIGITAL COMMUNICATIONS
IT IS NOT ABOUT YOU
IT IS NOT GOOD ENOUGH TO JUST TELL
STORIES ABOUT HOW GREAT YOU ARE
LISTENING TO PEOPLE IS KEY
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
CONTENT STRATEGY
PUT INTO ACTION
15TH EUROPEAN SEMINAR ON DIGITAL CORPORATE COMMUNICATIONS AND WEBRANKING AWARDS
Tell a consistent story
Use stories to support your message
Talk about key issues for people
Go and talk where your users are
SARA RUSCONI
@sararusconi
Lundquist company page
Lundquist
Lundquist page
Lundquist channel
Slideshare account
Lundquist page
Thank you
15TH EUROPEAN SEMINAR ON
DIGITAL CORPORATE COMMUNICATIONS
INTEGRATED CONTENT STRATEGY
PUT INTO ACTION
&
WEBRANKING AWARDS 2016
ITALY & SWITZERLAND
