content strategy: bringing feng shui to your content closet

Jeff Hino, Learning Technology LeaderGail Wells, Public Issues Education LeaderExtension & Experiment Station Communications

Content Strategy: Bringing Feng Shui To Your Content Closet

Content Strategy guides the creation, delivery, and governance of your content.

Content Strategy guides the creation, delivery, and governance of your content.

It offers a possible way to connect audience needs, organizational goals, distribution, customer relations, workflow, and marketing.

Steps In Creating A Content Strategy•Discovery•Alignment•Audit •Analysis•Strategy•People

Why a Content Strategy?•Shift to digital from print•Erosion of traditional gatekeeper roles•Diffuse and decentralized content ownership•Shift from linear to circular management cycle•Shifting away from one-off deliverables•Aligning communication with outreach goals•Competition from for-profit content marketers

What a Content Strategy ISN’T…

How It All Started For Us…

Alignment

Content Audit•An inventory of content across all channels•Reveals content ecosystem•What to keep, update or remove

Content Audit Types•Quantitative•Qualitative•Qualitative with Strategic Assessment

Our First Content Audit

Governance•Who?•How?•What content?

Challenges•Fear•Local control•Energy•Process•Clarity•Integrating storage

Where We Are Now•Discovery•Alignment•Audit •Analysis•Strategy•People

The Future?•Near Outcomes•Far-out(comes)

The Future?•Near Outcomes•Clearer understanding of our content• Identify content gaps•More nimble

The Future?

The Future?•Far-out(comes)• Format-free content• Full involvement of administration•On-demand content audit dashboards•Content marketing

What Can You Do Now?•Have a long-term perspective•Start small•Engage with all content makers•Patience, persistence, and NO perfectionism

Best Practices•Work out loud•Do your homework•Sell it•Start simple•Elevator speech•Look for small victories•Learn from others

Discussion and Questions

Jeff Hino, Learning Technology LeaderJeff.hino@oregonstate.eduGail Wells, Public Issues Education LeaderGail.wells@oregonstate.eduExtension & Experiment Station Communications

Thank you!

“Because It’s All Content” Blues

So you open your content closet, & it needs a little feng shui,When you can’t even get inside it, cause the mess gets in the way!

Chorus:You’ve got to face all that clutter. You’ve got to try to make a dent.You’ve got to tame that chaos,Because it’s ALL content.

You gotta think about your user, if she can’t find what she needs,You know she won’t have any patience, she’ll just leave you in the weeds,(chorus)

You gotta wrangle all those pieces, for the sake of that constituent.You gotta see the big picture…Because it’s ALL content.

You got your stories & pubs &photos, you got your videos & 3-Ds,You got your apps & blogs & fact sheets, & your pickle recipes.

You’ve got to face all that clutter. You’ve got to try to make a dent.You’ve got to tame that chaos,Because it’s ALL content.

You know, it’s all communication, and it’s how our time is spent.So let’s all be strategic….Because it’s ALL content!