Date: 01/05/2020

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Outline/Runsheet


Background Image: Australian Map of Nuclear sites | free download | credits

✩ Introduction

  • What is content – types? (see below)
  • What types of content areas are relevant to you?
  • system thinking – content prodcution, distribution and
    mangement system
  • Imagery next webinar

 

✩ Why is content and content strategy important

  • underpins all marketing
  • connection with audience
  • drive growth
  • most people hate ads
  • pathways and sales funnels
  • take control of the narrative
  • expensive/time consuming
  • neilpatel – what-is-content-marketing

 

✩ Content strategy introduction

  • What makes you unique?
  • Strategic communication – style, personality and positioning
  • Personal connection
  • What stories are relevant
  • Fears/dreams/painpoint/solution
  • Interaction and audience time – community

 

✩ Audience/personas

  • what content do they want
  • how do they want to consume it – format / platform
  • User persona – Sources of Information

 

✩ Mapping content to user journey

example

  • Awareness
  • Research
  • Consideration
  • Buy

example

  • image

 

✩ Content management – publishing hierarchies?

  • checks and balances – brand reputation – legal issues
  • editor/review/legals
  • consensus/collective
    • guidelines/framework
    • black/white = no/go
    • grey = second approval
    • controversial = consensus
  • hashtags = independence > hijacking

 

✩ Content management – guidelines

✩ ✩ ★ 10 minute break ★ ✩ ✩

 

✩ Content production – how

  • budget > time / money
  • software/hardware/phones/internet/passwords
  • workflow
  • training
  • templates
  • location
  • styleguide + assets (logos/fonts)
  • content mangement – internal / external

✩ Content production – who

  • outsource
  • specialist staff
  • you/brand ambasador
  • everyone is a rockstar
  • staff
  • vollunteers/supporters
    • spot
    • invite
    • nuture
    • content campaigns/hashtags

✩ Content production – doing

  • Content brainstorming
  • Stories
  • Content production bursts
  • Content parties / hackathons / tarkine in motion

 

✩ Content production – quality

  • brand persona
  • platform
  • cost
  • mixing it up (fancy sales content/ low fi insta stories

 

✩ Media management systems for events

 

✩ Existing content

  • Audit
  • Partners – network mapping
  • Libraries – tourism
  • Build a library – content mangement – internal / external
  • Used by date (mangement) vs timeless

 

✩ Repurposing content

  • Content optimisation
  • Video
  • Podcast
  • Transcribed >https://www.rev.com/
  • Webpage > snippets on webpages
  • Refined  > ebook
  • Click bait pdf – top ten / teps / hacks / cheat sheet
  • Infographic
  • Memes

 

✩ Content Calendar

  • Software –
  • Scheduling + Automation
  • Key times
    • events
    • campaign milestones
    • mainstream dates (easter etc)
  • Realtime responses to whats happening

 

✩ Syndicating Content

  • using other peoples high traffic channels/platforms
  • producing content for their channels

 

✩ Copywriting

  • Seducing people to act
  • Seducing people to read/absorb more
  • TL;DR

✩ Semantic Markup

 

✩ Data

  • is this working?
  • tracking response
  • A/B testing
  • cost per acquisition/goal

 

✩ Content Examples

  • webpages
  • blogs
  • email
  • comments
  • webinars
  • ebooks
  • photos
  • infographics
  • apps
  • games
  • videos
  • quizes
  • videos
  • art
  • presentations
  • slideshows
  • podcasts
  • songs
  • interview
  • montage
  • editorial
  • review
  • mashup
  • meme
  • story
  • how-to
  • lists
  • tips
  • opinion
  • research
  • experiences
  • information
  • case study
  • charts/graphs
  • FAQ
  • guides
  • templates
  • quotes
  • polls
  • phone call
  • chat
  • live video
  • events
  • product descriptions


Trainer

Glenn Todd
  • 20 years commercial website development experience
  • Extensive NFP, campaigning and NVDA experience
  • 6 years teaching experience including at RMIT university
  • Winner of 2019 Connectingup NFP Technology Lifetime Service Award
  • Helped launch ICANW, the campaign that won a Nobel Peace Prize
  • More details see glenntodd.net