Content  Strategy   für  NGOs  

Webinhalte  erst  strategisch  planen,     dann  publizieren  
re:campaign  2013   Berlin,  6.5.2013     Brigitte  Alice  Radl   brigittealice.radl@gmail.com   @brigitte_alice  

SOCIAL  MEDIA  &  NGOs  
BILDQUELLE:  http://www.thepotato.ie/2013/04/social-­‐media-­‐secrets-­‐cats-­‐or-­‐dogs

 

KOMPLEXITÄT  

ÜBERFORDERUNG  
BILDQUELLE:  http://scholarzblog.wordpress.com/2008/04/30/blogwelt-­‐serie-­‐wie-­‐arbeite-­‐ich-­‐schneller-­‐produktivitatsblogs/  

WAS?  CONTENT?  

CONTENT   STRATEGY  

"Content   strategy   plans   for   the   creation,   publication,   and  governance  of  useful,  usable  content.“  
Kristina  Halvorson,  „Content  Strategy  for  the  Web“,  2009  

Content  Strategy  in  6  Schritten  

BILDQUELLE:  http://www.beinsteinerkleiderboerse.de/Ferien/2004/  

#1  Überprüfe  Deine  Inhalte  

Content  Inventory  

Quantitatives  &  qualitatives   Content  Audit  
•  Überblick  über  bereits  vorhandene  Inhalte   •  Identiiikation  von  guten  und  mangelhaften  Inhalten  und  Prozessen   •  Argumentationsgrundlage  gegenüber  Stakeholdern  der  Organisation   •  Basis  für  die  Verbesserung  der  Webpräsenz  und  für  die  Content  Strategy    

#2  Kenne  Deine  Nutzer  

“The   purpose   of   user   research   is   to   move   beyond  assumptions,  guesses,  and  stereotypes   to   discover   what   your   human   readers,   viewers,  and  listeners  really  want  and  need.”  
Erin  Kissane,  „The  Elements  of  Content  Strategy“,  2011  

Chris  Atherton:  „Nonproiit,  zero  content“,  Confab  London  2013   http://confabevents.com/downloads/slides/london-­‐2013/Confab-­‐London-­‐2013-­‐Atherton.pdf  

“Mental   health   has   a   stigma   like   many   other   topics.   People   don‘t   talk   about   it.   That   was   the   central   problem  that  they  tried  to  solve  in  the  campaign.“  
Chris  Atherton,  Confab  London  2013  

“Nonproiit   is   not   sexy.   But   they   have   people   who   really   really   care   about   adolescents   with   mental-­‐ health  problems.“  
Chris  Atherton,  Confab  London  2013  

Chris  Atherton:  „Nonproiit,  zero  content“,  Confab  London  2013   http://confabevents.com/downloads/slides/london-­‐2013/Confab-­‐London-­‐2013-­‐Atherton.pdf  

Chris  Atherton:  „Nonproiit,  zero  content“,  Confab  London  2013   http://confabevents.com/downloads/slides/london-­‐2013/Confab-­‐London-­‐2013-­‐Atherton.pdf  

Chris  Atherton:  „Nonproiit,  zero  content“,  Confab  London  2013   http://confabevents.com/downloads/slides/london-­‐2013/Confab-­‐London-­‐2013-­‐Atherton.pdf  

Chris  Atherton:  „Nonproiit,  zero  content“,  Confab  London  2013   http://confabevents.com/downloads/slides/london-­‐2013/Confab-­‐London-­‐2013-­‐Atherton.pdf  

Chris  Atherton:  „Nonproiit,  zero  content“,  Confab  London  2013   http://confabevents.com/downloads/slides/london-­‐2013/Confab-­‐London-­‐2013-­‐Atherton.pdf  

http://www.time-­‐to-­‐change.org.uk/youngpeople  

#3  Überzeuge  Deine  Stakeholder  

1.  Identiiiziere  Deine  Stakeholder.   2.  Involviere  Deine  Stakeholder.     3.  Interessiere  Dich  für  Deine  Stakeholder.     4.  Individualisiere  Deine  Botschaften.     5.  Integriere  Deine  Stakeholder  dauerhaft.  

BILDQUELLE:  http://www.justinsjourney.net/wp-­‐content/uploads/2012/05/0718hippies.jpg  

#4  Deiiniere  Deine  Botschaften  

“If  you  don‘t  know  WHAT  you  need  to  communicate,   how  will  you  know  HOW,  or  if  you  succeed?“  
Margot  Bloomstein,  http://de.slideshare.net/mbloomstein  

“Messaging   is   the   art   of   deciding   what   information   or   ideas   you   want   to   give—and   get   from—your   users.“  
Kristina.  Halvorson,  „Content  Strategy  for  the  Web“,  2009  

“Cut  to  the  essential  message  –  and  put  it  iirst.“  
Ginny  Redish,  Confab  2013  

„Give  and  Get  Hope  Here“  

http://www.redcross.org  

„We   wanted   to   tell   the   story   of   the   Red   Cross   through   people   we   serve,   while   at   the   same   time   demonstrating   the   breadth   of   our   mission.   (...)   the   goal  for  this  storytelling  campaign  was  to  bring  our   everyday   mission   to   life   in   a   personally   relevant   way.“  
Peggy  Dyer,  Chief  Marketing  Ofiicer  of  the  American  Red  Cross   http://www.redcross.org/news/press-­‐release/American-­‐Red-­‐Cross-­‐Launches-­‐New-­‐Ad-­‐Campaign  

http://www.youtube.com/watch?v=3yufZP-­‐LZrk  

#5  Manage  Deine  internen  Prozesse  

EFFIZIENZ  
BILDQUELLE:  http://www.cleveland.com/business/index.ssf/2012/07/minimum_wage_hike.html  

Nicola  O‘Connor:  Can  Content  Strategy  Help  Save  Lifes?   http://de.slideshare.net/NicolaConnor  

“Tell   everyone   who   will   listen   that   content   is   a   continuous  and  not  a  linear  process.“  
Nicola  O‘Connor,  Content  Strategist  at  Cancer  Research  UK     http://vimeo.com/56601761    

BILDQUELLE:  http://www.dopedata.com/2009/07/23/panel-­‐on-­‐the-­‐content-­‐life-­‐cycle-­‐at-­‐razoriish/  

http://www.cancerresearchuk.org/home/  

#6  Wähle  Deine  Plattformen  

“The  mechanisms  that  content  owners  will  select  to   deliver   their   content   will   depend   not   only   on   their   target   audiences’   preferences,   but   also   on   time,   budget,   internal   resources,   and   available   tools   or   technologies.“  
Kristina.  Halvorson,  „Content  Strategy  for  the  Web“,  2009  

“Companies  who  truly  commit  to  social  media—who   recognize   that   these   delivery   channels   demand   editorial   oversight   and   regular   production   of   branded  content—are  going  to  win  the  game.”    
Kristina.  Halvorson,  „Content  Strategy  for  the  Web“,  2009  

Vielen  Dank  !  
re:campaign  2013   Berlin,  6.5.2013     Brigitte  Alice  Radl   brigittealice.radl@gmail.com   @brigitte_alice  

Finde  neue  Freunde!  
•  •  •  •  Google  Group  Content  Strategy   https://groups.google.com/forum/?fromgroups#!forum/contentstrategy   Google  Group  Content  Strategy  Europe     https://groups.google.com/forum/?fromgroups#%21forum/content-­‐strategy-­‐europe   Google  Community  Content  Strategie  (deutschsprachig)     https://plus.google.com/communities/109794279885354791919   Twitter-­‐Hashtag  #contentstrategy  

Konferenzen,  Meetups  &  Camps:   •  CONFAB     http://confabevents.com   •  CS  Forum     http://csforum2013.com   •  #cosca13  am  7.  &  8.  Juni  in  Dieburg   http://www.cscamp.de/   •  Regionale  Meetups  (Google  Content  Strategy  +  deine  Stadt)   Liste  Content-­‐Strategy-­‐Konferenzen  2013  von  Shelly  Bowen:     http://www.pybop.com/2013/01/2013-­‐content-­‐strategy-­‐conferences/    
BILDQUELLE:  http://theputridiaries.blogspot.co.at/2011/05/badminton-­‐for-­‐penguins.html  

Literatur  zu  Content  Strategy  
•  Annett-­‐Baker,  Relly.  A  Practical  Guide  to  Creating  Web  Content.   •  Bailie,  Rahel  Anne;  Urbina,  Noz.  Content  Strategy:  Connecting  the  Dots   Between  Business,  Brand,  and  Beneiits.   •  Bloomstein,  Margot.  Content  Strategy  at  Work:  Real-­‐world  Stories  to   Strengthen  Every  Interactive  Project.   •  Halvorson,  Kristina;  Rach,  Melissa.  Content  Strategy  for  the  Web.   •  Handley,  Ann;  Chapman,  C.C.  Content  Rules.   •  Jones,  Colleen.  Clout  —  The  Art  &  Science  of  Iniluential  Web  Content.   •  Kissane,  Erin.  The  Elements  of  Content  Strategy.   •  McGovern,  Gerry.  Killer  Web  Content:  Make  the  Sale,  Deliver  the  Service,   Build  the  Brand.   •  McGrane,  Karen.  Content  Strategy  for  Mobile.   •  Redish,  Janice  (Ginny).  Letting  Go  of  the  Words.   •  Rockley,  Ann;  Cooper,  Charles.  Managing  Enterprise  Content:  A  Uniiied   Content  Strategy.   •  Shefiield,  Richard.  The  Web  Content  Strategist’s  Bible.   •  Wachter-­‐Boettcher,  Sara.  Content  Everywhere:  Strategy  and  Structure  for   Future-­‐Ready  Content.  
BILDQUELLE:  https://commons.wikimedia.org/wiki/File:Cat_with_book_2320356661.jpg  

Content  Strategy     Onlinemagazine  &  Blogs  
•  A  List  apart   http://alistapart.com   •  UX  Magazine   http://uxmag.com/search/results/taxonomy:399   •  Contents   http://contentsmagazine.com     •  Boxesandarrows   http://boxesandarrows.com/   •  Johnny  Holland   http://johnnyholland.org/series/content-­‐strategy/   •  UX  matters   http://uxmatters.com/topics/content-­‐strategy/  
BILDQUELLE:  http://pics.urduwire.com/fun-­‐entertainment/dog-­‐operate-­‐computer/  

„The  Epic  List  of  Content  Strategy   Resources“  von  Jonathon  Colman:  
http://www.jonathoncolman.org/2013/02/04/content-­‐strategy-­‐resources/    

BILDQUELLE:  http://about.me/jcolman  

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