building a sustainable content strategy

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Building a dynamiccontent practice

sustainable

threespot.

responsive

turn-key

INNOVATIVEelegantSMART

SMART

engagement A/B

dynamic intuitive

user-friendlySEO enterprise

modernanalytics-drivenCSS

conversionmachine

Talk to us: #GreatHashtagGuys

Take notes: http://3spot.us/comnet15

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http://3spot.us/comnet15

Jamie PerezCreative Director

Nitya ChambersDirector of Content Strategy

Ashley LuskContent & Social Media Strategist


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Cum sociis natoque penatibus et magnis dis parturi-ent montes, nascetur ridiculus mus. Vestibulum id ligula porta felis euismod semper. Integer posuere erat a ante venenatis dapibus posuere velit aliquet. Nullam id dolor id nibh ultricies vehicula ut id elit. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed posuere consectetur est at lobortis.


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! High Priority

TO [email protected]

FROM [email protected]

RFP Question Answer

Jamie,

Thanks for asking. We are definitely looking for viral content. Our webmaster recently sent us videos of the ALS bucket challenge. That’s is the kind of thing we are hoping our new website achieves.

Thanks,Possible client

threespot.

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Aenean eu leo quam. Pellentesque ornare sem lacinia quam venenatis ves-tibulum. Aenean eu leo quam. Pellen-tesque ornare sem lacinia quam venena-tis vestibulum. Duis mollis, est non com-modo luctus, nisi erat porttitor ligula, eget

! People on Mars need your helpTXT ‘MattDamon’ to donate $51s ago

555-1212

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!Client 9:14am

Nitya- I think I found something that we want to try. Can we look into this?

threespot.






1. Goals2. Channels3. Pace & Velocity4. Production5. Contributors6. Optimization

today’s discussion

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Punk-inspired. Unapologetically independent. Builder of radical futures. Helping the good guys get it done.

ABOUT US

threespot.

responsive

turn-key


SMART

engagement A/B

dynamic intuitive



conversionmachine

goals

threespot.






Be intentional.

goals

threespot.

goals

• Building awareness• Increasing understanding of my cause• Inspiring specific audience to specific audience• Creating ambassadors• Reaching new audiences

Some typical content strategy objectives include:






threespot.

goals

What is your organization’s 50-year objective for its mission? 10 years? One year?






In the next year, we will use content to:1. ______________________________2. ______________________________3. ______________________________

threespot.

goalsIn the next year, we will use content to:

[Objective 1] because __________________________________[Objective 2] because __________________________________[Objective 3] because __________________________________

threespot.

Why we aren’t talking about today.






goals

threespot.

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channels

threespot.






Experiment. Evaluate. (Don’t be afraid to say goodbye.)

channels

threespot.

channels

Top performing channels? Best experiments? Not right for us (now)

threespot.

pace & velocity






Get real about audience relationships.

pace & velocity

threespot.

The user we most want to reach is _____________.

We will connect with them _______[how often]_______ to deliver _______[the content they need]_______.

pace & velocity

threespot.

threespot.






Identify your bottlenecks.

threespot.






Ideation Creation Editing Production Distribution Measurement▸▸▸ ▸ ▸

threespot.


▾▾ ▾

• Do you have an editorial calendar and what is it for?• Volunteer versus Voluntold• Creating a culture for contributors

Editorial Meetings

threespot.


▾ ▾

• Understanding transparency in relation to your content need• Investment in building internal tools

Status Board

Measurement

threespot.


▾

• Is your CMS working for you or are you working for your CMS?• Do you have access to analytics?• Don’t reinvent the wheel (or Facebook or LinkedIn or Google Docs).

Tools that Aren’t a Pain in the Ass

Measurement

▾ ▾

threespot.







threespot.

contributors

threespot.






Why is it so [expletive] hard to geta good picture of your program in Africa?

contributors

threespot.






• Look for contributors in unlikely places• Turn results reporting into content production• The external value of internal dialogue• Invest in developing the skills of the team you need

Content strategy is a team sport.

contributors

threespot.

Assets you need most Who has them? Creative workarounds

contributors

threespot.

plan a, b, c, d, e, f, g, h, i, j, k, l, m, n, o, p, q, r, s, t, u,v, w, x, y, z, 1, 2, 3, 4, 5, 6,7, 8, 9, 10, Ω, ¥, ∆ , ◊, ∑, ∂,µ, Ⅰ, Ⅱ, Ⅲ, Ⅳ, Ⅴ, Ⅵ, Ⅶ, Ⅷ,Ⅸ, Ⅹ, Ⅺ, Ⅻ, ℧, ⁂, ※, ⁕, ʚ

optimizaTion

threespot.






Outcomes, not outputs.

optimizaTion

threespot.






• Are you getting the most out of your channels?• Are you experimenting with your team?• How are you communicating success to create internal change?

Optimization goes beyond a piece of content.

optimizaTion

threespot.

What should you be measuring to meet [objective 1], [objective 2], and [objective 3]?

Are you able to measure each?

optimizaTion

threespot.

questions?

threespot.

responsive

turn-key


SMART

engagement A/B

dynamic intuitive



conversionmachine

Talk to us: #GreatHashtagGuys

Take notes: http://3spot.us/comnet15

threespot.

http://3spot.us/comnet15

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