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Content and communications where the twain should meet



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Slides from the presentation I gave to IABC France in Paris on 21 March 2013

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Content and communications where the twain should meet

  1. 1. Content and communications Where the twain should meet Diana Railton IABC France
  2. 2. www.toptenz.net/top-10-most-misunderstood-lines-in-literary-history.php
  3. 3. Key points Content supports communications Content takes communications forward Multi-skilled digital teams Integrated strategies Cross-organisational collaboration
  4. 4. 1 Content and content strategy 2 Communications 3 Communications and content strategy 4 Digital teams and governance
  5. 5. 1 Content and content strategy
  6. 6. „I have difficulty with the concept of content – it smacks of a term coined in desperation to describe a disparate and amorphous group of extraordinarily different http://mikeduran.com concepts and products with the idea of somehow “bucketizing” it (thank you, America)...‟ Jeremy Probert, Corporate Communications Director, in his blog The Wordmonger
  7. 7. What is content? „A hairy, complicated beast‟ Kristina Halvorson
  8. 8. What is content? „A hairy, complicated beast‟ Kristina Halvorson
  9. 9. What is content? ‘Anything that conveys information to humans‟ Erin Kissane
  10. 10. What is content? „Business-critical content‟ „Relationship content‟ Rahel Bailie and Noz Urbina
  11. 11. What is content? „Content is story. And content strategy is story telling.‟ Prateek Sarkar former director of user experience, Walt Disney at Confab 2011
  12. 12. What is content? Anything that goes into a communication channel
  13. 13. Multi-channels, platforms and devices www.slideshare/KMcGrane/ adapting-ourselves-to-adaptive-content-12133365
  14. 14. www.tobstar.com.au/images/responsive_diagram.png
  15. 15. Curtesy Google
  16. 16. Wikipedia comms
  17. 17. Multi-devices Create once, publish everywhere COPE
  18. 18. ‘Intelligent content’ helps you COPE
  19. 19. What is intelligent content? ‘Content that is structurally rich and semantically categorized, and is therefore automatically discoverable, reusable, reconfigurable, and adaptable‟ Ann Rockley and Charles Cooper
  20. 20. What is content strategy? Strategic multi-channel corporate publishing
  21. 21. What is content strategy? ‘Content strategy is an emerging field of practice encompassing every aspect of content, including its design, development, analysis, presentation, measurement, evaluation, production, management, and governance.‟ Former Google Knol on content strategy
  22. 22. What is content strategy? „Content strategy is the practice of planning for the creation, delivery and governance of useful, usable content.‟ Kristina Halvorson
  24. 24. Kristina Halvorson
  25. 25. „Organizations invest tremendous resources on developing the framework for a great user experience – fabulous design, robust content management infrastructure. Yet when it comes to the content itself, there‟s often a gap. The end result is that the value proposition for customers can‟t be delivered...‟ Rahel Bailie
  26. 26. IPG.book.com
  27. 27. A repeatable system
  28. 28. Plan Measure Create Content strategy Govern Deliver
  29. 29. Governance Centralised publishing Devolved publishing
  30. 30. Content marketing Corporate publishing Corporate journalism Brand journalism Branded media Brand content Branded content Inbound marketing Customer publishing Custom publishing
  31. 31. What is content marketing? Creating and distributing valuable content to attract, engage and acquire customers * communicating without selling * information to make buyer more intelligent * brand loyalty Adapted from the Content Marketing Institute
  32. 32. B2B Content Marketing: 2012 Benchmarks, budgets, and trends, Content Marketing Institute
  33. 33. Econsultancy, Sept 2012
  34. 34. www.searchnewsmedia.co.uk
  35. 35. www.searchnewsmedia.co.uk
  36. 36. Unified content strategy
  37. 37. 2 Communications
  39. 39. Marketing comms Brand management Advertising Public relations / reputation management / media relations Investor relations Government relations Advocacy comms Internal comms / employee engagement Publications Events Corporate social responsibility Change management / crisis comms Digital comms Channel management, websites, intranets, social media ... Community management Content +++
  40. 40. Photo: billjacobus
  41. 41. Photo: timpeartrice
  42. 42. 68,000 members
  43. 43. ‘The Never-Ending Turf War between PR and Marketing’
  44. 44. Call for integrated communications „If we persist in this argument, we will never be able to set in place a sound communications strategy‟
  45. 45. Call for integrated communications „United we stand, divided we fall‟
  47. 47. ‘... the opportunities and complexities of content are forcing divisions together in efforts to avoid duplication, neglect, and conflict.’ Julia Hood, PR Week US, April 2012
  48. 48. ‘So much of the digital land-grab has focused on execution. In the case of content, communications has an opportunity, virtually a mandate, to be its true strategic leader.’ Julia Hood, PR Week US, April 2012
  49. 49. Corporate communications is broader than PR
  50. 50. Corporate communications A system that enables organizations to strategically orchestrate and manage all types of external and internal communications
  51. 51. en.wikipedia.org
  53. 53. Wikimedia Commons
  54. 54. Business Leaders in Communications Study 2012 „The most comprehensive overview of the function, structure and role of corporate communications today and in the future‟ 95 comms directors, FTSE companies
  55. 55. Business Leaders in Communications Study 2012 VMA Group
  56. 56. 1 in 10 failed to see the relevance of social media Wikimedia Commons
  57. 57. Are corporate comms departments behind the digital times?
  59. 59. NEW DIGITAL MODEL OF COMMUNICATION MANAGEMENT Less formal messaging More social and collaborative
  60. 60. http://community-roundtable.com/2009/06/the-community-maturity-model/
  61. 61. Community Maturity Model Stage 1 Stage 2 Stage 3 Stage 4 Hierarchy Emergent Community Network community Leadership Command and Consensus Collaborative Distributed control Content and Formal and Some user- Community- Integrated programming structured generated created content formal, user- content generated and community- created content Adapted from www.communityroundtable.com
  62. 62. Wikimedia Commons PD-USGOV-NASA
  63. 63. http://p.twimg.com
  64. 64. 3 Communications and content strategy
  66. 66. Business strategy external and internal Communications strategy comms strategies + digital strategy Content strategy publishing / editorial audiences, goals, issues plan for creating, delivering, governing, brand messaging measuring content tone of voice globalisation, localisation + repeatable system information architecture / Channel strategies user experience content management + digital strategy search, metadata, accessibility, design, IT Return on Auditing Measurement investment
  67. 67. Business strategy Communications Content strategy Content strategy Channel strategy strategies Digital strategy One unified content strategy
  68. 68. INTEGRATED STRATEGIES http://masdenglish.tripod.com
  69. 69. 4 Digital teams and governance
  70. 70. www.toledoblade.com
  71. 71. Digital teams New: Boards Steering committees Units Roles
  72. 72. www.digital-workplace-trends.com
  73. 73. The digital board
  74. 74. Strategic decision-making, leadership, coordination The digital board Internal and external communication channels
  75. 75. Digital Board: model 1 CEO Owner Senior / middle managers Dedicated team Issues - needs - strategies implementation Adapted from digital-workplace-trends.com Wikimedia Commons
  76. 76. Digital Board: model 2 CEO Digital Board Official decision- Senior / middle managers making Operational Board Group Operational representatives consensus Adapted from digital-workplace-trends.com
  77. 77. Digital customer experience: governance roles and responsibilities Forrester, 2013
  78. 78. The digital centre of excellence
  79. 79. Marketing and communications teams Digital / content teams in other departments
  80. 80. Jeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010 www.altimetergroup.com
  81. 81. 20% 42% 35% Digital centre of excellence http://econsultancy.com/uk/reports
  82. 82. Digital Marketing Organisational Structures and Resourcing, Econsultancy 2011 http://econsultancy.com/uk/reports
  85. 85. A combined team Strategy Goals Audiences Brand messages Tone of voice Channel selection Content planning Content creation Content delivery Content governance Content monitoring Content measurement
  86. 86. Strategy Team work Process Digital technology
  87. 87. MERCI! @dianarailton diana.railton@drcc.co.uk www.drcc.co.uk © DRCC 2013 All rights reserved


  • Twain derives from the Old English twegen, meaning two. The phrase never the twain shall meet was used by Rudyard Kipling, in his Barrack-room ballads, 1892:"Oh, East is East, and West is West, and never the twain shall meet."There, Kipling is lamenting the gulf of understanding between the British and the inhabitants of the Indian subcontinent. It may well be that he coined the phrase - at least, I can't find an earlier citation of it in print.
  • Stronger multi-skilled teams to meet organisation’s business goals
  • many comms departments now are called corporate communications departments.
  • The person with the 360 degree knowledge of all the different functions who can bash everyone’s heads together and sort out all this mess!Must be strong leadership at top to sort out the power struggles. Power struggles get in the way of business objectives.
  • 1 in 10 failed to see the relevance of social mediaJust another comms channelWaste of timeFlash in the panAnd those who did saw no priority to recruit accordingly, just use what they have
  • And collaboration
  • And collaboration
  • 17% of organizations have a fully functional digital board = about 78Business functions play a much larger role as members of this bodyIntranet, websites, social media, .collaborative spacesDecision making must be based on knowledge and expertise, not powerHIPPO – highest paid person in organisation decides what goes on home page
  • Digital Boards with high-level senior participation are less common than 12 months ago
  • Can combine a digital board and a digital centre of excellence
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