Use Content Strategy to Better Tell Your Story
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The document discusses content strategy for radio stations. It begins with background on the speaker and an overview of how broadcasting has changed from linear programming to atomic or individual content pieces. It then discusses analyzing a station's identity and audience and developing a content strategy with a core strategy, substance, structure, workflow and governance. The strategy should cut through clutter by being clear, concise and compelling. An example of a station's online presence is provided. Resources for further content strategy learning are listed at the end.
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Use Content Strategy to Better Tell Your Story
- 1. @wd45 Clear, Concise, & Compelling Use Content Strategy to Better Tell Your Story #CBIMinneapolis
- 2. @wd45 Table of Contents • Some background • Your station • Your audience • Content strategy • Cut through the clutter • Examples • Questions #CBIMinneapolis 2
- 4. @wd45 Who? • I’m Clinton Forry, VP Content Strategy at Weber Shandwick. • I’ve practiced content strategy for over 15 years. • These are my cats, Alfred Jazz and Simon Sparkle. #CBIMinneapolis 4
- 5. @wd45 My broadcasting street cred • KGRK student radio • KHKE-FM • KUNI-FM • University’s Board of Control for Student Broadcasting • PRI, Public Radio International #CBIMinneapolis 5
- 6. @wd45 Broadcasting as an influence • Communications is a fine foundation for many things • Radio programming is content, too • It has a beginning and an end within a larger context • Each second becomes a part of the entire identity #CBIMinneapolis 6
- 7. @wd45 Things change • A broadcast signal is one of your channels • New devices, new formats • Linear is history • Each piece has less context on its own • Enter Atomic Content #CBIMinneapolis 7
- 8. @wd45 Atomic Content Article • Article • Article • Article • Article • Article • Article • Article • Article • Article News • Sports • Local • Comics • Business • Lifestyle Sun Mon Tue Wed Thu Fri Sat Newspaper #CBIMinneapolis 8
- 9. @wd45 Atomic Content Segment • Segment • Segment • Segment • Segment • Segment • Segment • Segment Program • Program • Program • Program • Program • Program Sun Mon Tue Wed Thu Fri Sat Radio Station #CBIMinneapolis 9
- 10. @wd45 Atomic Content Segment • Interview • Video • Article • Podcast • Tweet • Photo • Social Update Digital Broadcaster #CBIMinneapolis 10
- 12. @wd45 Who are you? • Format • History • How do others view you? • How do you view yourself? • What do you want to accomplish? #CBIMinneapolis 12
- 13. @wd45 Competitors • Other stations • Other services • Other media • Life #CBIMinneapolis 13
- 15. @wd45 Who are they? • How do they identify? • Where are they? • How are they listening or watching? • Has it changed? #CBIMinneapolis 15
- 16. @wd45 What do they expect? • When you know your audience and their expectations, you can create content for them • Find out more with some quick, informal user research #CBIMinneapolis 16
- 18. @wd45 What is content strategy? Content strategy helps align an organization’s goals with audience expectations via sustainable online content. #CBIMinneapolis 18
- 19. @wd45 What is a content strategy? • It’s a plan to get you from where you are to where you wish to be. • Get together, write it down, review it. • It’s a guide for you, your team, and your organization. #CBIMinneapolis 19
- 20. @wd45 A model for content strategy A model in five parts: • Core Strategy • Substance • Structure • Workflow • Governance #CBIMinneapolis 20
- 21. @wd45 Core Strategy • It’s what you do and why you do it • Everything you do must support it • Use a Mad Lib for a quick core strategy: Station (does what) for (whom) via (your content) because (why) . #CBIMinneapolis 21
- 22. @wd45 Core Strategy #CBIMinneapolis 22 Radio K - KUOM is the award-winning student-run radio station of the University of Minnesota, playing an eclectic variety of independent music both old and new. Radio K educates students, breaks ground in musical programming, and provides cutting-edge cultural coverage through our specialty shows and Real College Podcast.
- 23. @wd45 Substance What you say, and how you say it Messages. Individual ideas and concepts. Voice & Tone. The way you communicate it. Call-to-action. The thing you want people to do. #CBIMinneapolis 23
- 24. @wd45 Structure How content is conveyed, organized, and distributed Think PESO Paid. Funded promotion. Earned. Coverage by others. Social. On 3rd party platform. Owned. On your platform. #CBIMinneapolis 24
- 25. @wd45 Workflow From idea… to implementation Roles. Who does what? Responsibilities. Who owns what? Resources. What can we do? Volume. How much can we do? Approval. Who has the final say? Timing. When does it happen? #CBIMinneapolis 25
- 26. @wd45 Governance Online content sticks around. Maintenance. Care needed after you hit publish. Measurement. Does it work? Feedback. Inputs into the process. #CBIMinneapolis 26
- 27. @wd45 CUT THROUGH THE CLUTTER #CBIMinneapolis 27
- 28. @wd45 Cut through the clutter What You Need What Your Audience Wants What You Can Create table stakes trustworthy clear and simple appeals to emotion meets user expectations sustainable appropriate unique to station meets organization goals #CBIMinneapolis 28
- 29. @wd45 The three Cs of great content Clear. Keep it simple. Concise. Respect the audience’s time. Compelling. Give them a reason to read or watch or listen. #CBIMinneapolis 29
- 30. @wd45 Make sure it works • Support your goals • Provide a call-to-action • Measure the results • Take action when you can #CBIMinneapolis 30
- 31. @wd45 Create it sustainably • Assess your resources • Be realistic • Create an editorial calendar or plan – Map your resources – Account for all channels – Look 3-6 months ahead – Chart your course #CBIMinneapolis 31
- 35. @wd45 Radio K’s Facebook page #CBIMinneapolis 35
- 36. @wd45 Radio K’s Twitter feed(s) #CBIMinneapolis 36
- 37. @wd45 Radio K’s YouTube channel #CBIMinneapolis 37
- 39. @wd45 More content strategy resources #CBIMinneapolis 39 The Content Strategy Toolkit by Meghan Casey Content Strategy for the Web by Kristina Halvorson & Melissa Rach The Elements of Content Strategy by Erin Kissane
Notas do Editor
- Thank the College Broadcasters
- WS is a full-service global PR and Marketing agency with offices in 75 cities and 34 countries.
- Started in 1996 at KGRK student radio At the University of Northern Iowa Started in public radio on KHKE-FM On-air producer Delirious overnight shifts until they automated Worked at sister station KUNI-FM 100,000 watt station On-air talent and assistant music director Record: 60+ weather warnings in one shift University’s Board of Control for Student Broadcasting
- Atomic content broken down to it’s smallest form for use on other channels or formats
- Flatter now, fewer contextual cues
- Why is your station a station? Why do you do what you do?
- Other stations On-air Online Other services Pandora Netflix Other media Sites Books Apps Life SHARE OF ATTENTION
- They may have a need, but along with that comes the expectation that you can meet the need.
- It’s a roadmap to get you from where you are to where you wish to be (using content). It’s a plan for the whole lifecycle of content What you’ll create How it’s presented Who puts it together How to manage it It’s a guide for you, your team, and your organization.
- Messages – programs, music, sports, news material Voice = Personality Tone = Mood
- Unify your message across channels You can get your message across, and others can help. Owned = station signal, website, studio presence
- Every piece of content should answer to these questions.
- Changes to your broadcast schedule Measure with analytics from your site and social channels
- You hit this zone, and you’ll have a better chance of cutting through the clutter ----- Meeting Notes (10/23/15 21:32) ----- news content to enlighten and inform
- Clear - Focus on a single idea Concise – Say what you need in a piece, and in a channel Compelling - Provide an action for them to avoid a dead end
- Chart your course, keep your goals in mind