This document outlines the process and goals for developing content strategies for sections within the Meld digital media organization. It discusses defining communities of interest, unique talking points, content creation processes, and metrics for measuring success. The overall goal is for volunteer teams to work together to develop content strategies for their assigned sections, present them to supervising editors, and continue refining their approaches through ongoing conversations.

2. Previously //!
!
The digital media industry
What jobs are out there?
Requisite skills and competencies
What does it mean for me?
Meld Strategy 2014
What should I be getting out of my time at
Meld?

3. Explore
Equip
Engage
Empower
Excel
• Tools and platforms
• Strengths and weakness
• Topics of interest
• Various roles in digital
media
• Build on and
widen skill sets
• Journalism,
multimedia, social
media
• Leadership,
project
management,
business,
entrepreneurship
• Apply skills and
knowledge
• Practice, practice,
practice
• Work as a team
• Think and act like
media executives,
entrepreneurs
• Build up a
professional portfolio
• Share knowledge
and skills, best
practice
• Network and
reach out to
communities of
interest
• Invite others to
participate
• Build on strengths and work on
weaknesses
• Improve competency
• Develop specialties or expertise
• Take your skills to the next level
• Boost chances of getting
employed
Meld Strategy 2014!
Volunteer/Work experience model !

4. Editor-in-
chief
Editors
Social
media
mgrs
Multi-
media
editors
Videographer
Reporter
Photographer
Graphic
designer
Contributor
International
students
Communities
of interest
International education
stakeholders
Across
all
Meld
pla-orms
Resource,
guidance
and
training
Social
media
interns
Meld Strategy 2014!
A flatter, more grassroots-driven organisational structure !

5. Transferableskills!
Research and analysis
Interpersonal, oral and
written communication
skills
Organisation and
leadership
Personal branding
Business acumen
Specificskills
Writing, photography,
videography, design and
editing for the web
Content and social
media strategy
development across
multiple platforms
Community
management and social
media engagement
SEO, web and social
media analytics
Deliverables
Content strategy for
semester 1 – signed off
by supervising editor
Editorial calendar – two
3-month calendar or one
semester-long calendar
Body of content
published across Meld
platforms to deadline
Input from community
through contributions or
social media
Outcomes
Improved learning
outcomes – volunteers
empowered to own and
lead projects
Content and social
media strategy to reach
audience more
effectively
Organisation is flatter,
more open and
grassroots driven
Kick off
Brainstorm and
team
Strategy and
plan
Content and
community
engagement
Measure and
evaluate
1. Understand the big
picture
2. Set personal
development goals
3. Get to know each
other
1. Express your
interests
2. Form teams
3. Brainstorm ideas
1. Content strategy
across multiple
platforms
2. Editorial calendar
3. Assign roles and
agree on deadlines
1. Produce content
2. Community
outreach
3. Seek contributions
from community
1. Google Analytics
2. Social media
measurement
3. Performance
evaluation
Meld Strategy 2014!
Process Overview!

6. Media
executives
• Content strategy development in line with organisational goals
• Define platforms and delivery formats for content
• Analytics and performance evaluation
Editors
• Manage editorial calendar
• Coordinate and commission stories
• Engage and support community to contribute content
Content
creators
• Produce content across platforms
• Social media engagement - following and personal brand
In your teams, your learning objectives are to learn to think and act like:

7. Today //!

8. Agenda //!
!
Personal development
Getting started – what is content strategy and why is
teamwork important?
Content strategy development
Objectives, brand, audience, SEO and content – what do
we need to consider when developing a content strategy?
Measuring success
Analytics and other measurement metrics – what are we
aiming for and how do we know we’re on the right track?
Next steps
Content strategy development framework

9. What is content strategy?
Personal
development
Content
strategy
development
Measuring
success
Next steps

10. Some definitions: !
“Planning for the creation, delivery, and governance of
useful, usable, content.”!
Kristina Halvorson, Content Strategy for the Web
“(Using) words and data to create unambiguous content
that supports meaningful, interactive experiences.”!
Rachel Lovinger, Content Strategy: The Philosophy of Data”
“We define content strategy as: getting the right content to
the right user at the right time.”
Kevin P. Nicholas, SapientNitro
Personal
development
Content
strategy
development
Measuring
success
Next steps

11. Content strategy development involves
tapping into a wide range of disciplines. It
involves teamwork.
! User experience
! Design
! Information architecture
! Content creation
! SEO
! Social media
! Marketing
! Brand building
Personal
development
Content
strategy
development
Measuring
success
Next steps

12. How do I operate in a
team environment?
Personal
development
Content
strategy
development
Measuring
success
Next steps

13. Belbin Test for assessing team roles
Activity
Personal
development
Content
strategy
development
Measuring
success
Next steps

14. What do we need to
consider when developing a
content strategy?
Personal
development
Content
strategy
development
Measuring
success
Next steps

15. !
!
Your section!!
E.g. News and issues
E.g. Fashion and beauty
E.g. Film and TV
Meld!
Objectives, brand,
audience, voice
Personal
development
Content
strategy
development
Measuring
success
Next steps

16. Putting it into words. Review the excerpt from Meld’s
business plan.
! What are our objectives?
! Who is our audience and what do we know about
them?
! What is Meld’s brand and voice?
Activity
Personal
development
Content
strategy
development
Measuring
success
Next steps

17. !
Your section!
• Define your community of interest
• Carve out your unique talking points
• Figure out process, platforms, tools and
resources needed to create and maintain
conversations
• Create your editorial calendar
E.g. News and issues
E.g. Fashion and beauty
E.g. Film and TV
Meld!
Objectives, brand,
audience, voice
Personal
development
Content
strategy
development
Measuring
success
Next steps

18. Step 1: Define your community of interest
! Who is your target audience?
! Where are they from?
! Where do they study?
! Which part of the international student lifecycle do they
belong to?
! What do they care about?
! Where do they go to seek out information?
! How do they use social media?
! What subjects do you have the most context/knowledge in
within this section?
! Why would your target audience want to visit your section?
! What do they want to know or be able to do after reading
content from your section?
Personal
development
Content
strategy
development
Measuring
success
Next steps

19. Step 2: Carve out your unique talking points
“Do what you do best and link to the rest” – With insight to your
community of interest, decide on your top three unique talking
points.
! Why would your target audience choose to consume content
from your section and not elsewhere?
! What would they not want to see in your section?
SEO – What key phrases do you want to rank well for on
Google that would put your content directly in front of your
target audience?
Personal
development
Content
strategy
development
Measuring
success
Next steps

20. Step 3: Figure out process, platforms, tools
and resources needed to create and
maintain conversations
! Process – Who do you have to communicate with and how
would you work together to get the job done?
! Platform – Where should the conversations around the
unique talking points be taking place?
! Tools and resources – What tools and resources would
really help me do the job?
Personal
development
Content
strategy
development
Measuring
success
Next steps

21. Step 4: Create an editorial calendar!
Expand on your unique talking points and brainstorm ideas for
content. It should be a mix of:
!
! Recurring content – Weekly, monthly or annually. Think
columns like the Weekender, campaigns such as Sextember.
!
! Time-sensitive content – One-off, seasonal, what’s
trending. Think breaking news, film festivals and other events.
! Timeless content – Informative, useful, for all time. Think
how-to guides, tips and advice, explainers and
backgrounders.
Personal
development
Content
strategy
development
Measuring
success
Next steps

22. Always remember that all content you create
needs to be SUPER.!
!
! Shareable and searchable – social in nature, potential to go
viral and SEO-friendly
! Unique – remember, do what you do best and link to the rest
! Platform appropriate – content can and should vary across
platforms
! Engaging – opportunities for audience to participate in
content creation, interact with content or inspire action
! Relevant – content speaks directly to your target audience
Personal
development
Content
strategy
development
Measuring
success
Next steps

23. What are we aiming for and
how do we know we’re on
the right track?
Personal
development
Content
strategy
development
Measuring
success
Next steps

24. You are an advertiser looking to reach out to
international students.
What would you want to know before signing a contract
with Meld?
Where would you advertise? Which content platforms
would you want to serve your message?
What facts and figures would you be after?
Activity
Personal
development
Content
strategy
development
Measuring
success
Next steps

25. Your strategy is only as good as the
outcome. First you have to decide on the
metrics for measurement.!
!
How will you know your strategy has been effective? What are
your KPIs?
!
! Volume of content? Quality of content?
! Site/section traffic? From search, direct, or social?
! Virality - social media likes and shares?
! Community engagement? Comments? Contributor posts?
Social media interaction?
Personal
development
Content
strategy
development
Measuring
success
Next steps

26. Decide what tools you will use to measure!
!
! Google Analytics
! Website likes, tweets, shares
! Excel spreadsheet
Personal
development
Content
strategy
development
Measuring
success
Next steps

27. Finally, set some goals to work towards.!
!
! Be realistic
! Decide when and how often you will measure
Personal
development
Content
strategy
development
Measuring
success
Next steps

28. Next steps
Personal
development
Content
strategy
development
Measuring
success
Next steps

29. Transferableskills!
Research and analysis
Interpersonal, oral and
written communication
skills
Organisation and
leadership
Personal branding
Business acumen!
Specificskills
Writing, photography,
videography, design and
editing for the web
Content and social
media strategy
development across
multiple platforms!
Community
management and social
media engagement
SEO, web and social
media analytics
Deliverables
Content strategy for
semester 1 – signed
off by supervising
editor!
!
Editorial calendar –
two 3-month calendar
or one semester-long
calendar!
Body of content published
across Meld platforms to
deadline
Input from community
through contributions or
social media
Outcomes
Improved learning
outcomes – volunteers
empowered to own and
lead projects
Content and social
media strategy to reach
audience more
effectively
Organisation is flatter,
more open and
grassroots driven
Kick off
Brainstorm and
team
Strategy and
plan!
Content and
community
engagement
Measure and
evaluate
1. Understand the big
picture
2. Set personal
development goals
3. Get to know each
other
1. Express your
interests
2. Form teams
3. Brainstorm ideas
1. Content strategy
across multiple
platforms
2. Editorial calendar
3. Assign roles and
agree on deadlines
1. Produce content
2. Community
outreach
3. Seek contributions
from community
1. Google Analytics
2. Social media
measurement
3. Performance
evaluation
Where are we now?!
Process Overview!
Personal
development
Content
strategy
development
Measuring
success
Next steps

30. Work together to develop
your content strategy
Present it to your
supervising editor
Reporter,
multimedia
Social
media
News
and
issues
Film
and TV
Travel
Content
strategy
development
framework
Find out who is in your
team!
Personal
development
Content
strategy
development
Measuring
success
Next steps

31. This isn’t the end but the start of an ongoing conversation!!
Ask questions, provide feedback, suggest ideas or raise concerns in Meld’s
team page, or email karen.poh@meldmagazine.com.au.
!
Personal
development
Content
strategy
development
Measuring
success
Next steps