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Building a Digital Content Strategy to Engage Your Online Users

Building a Digital Content Strategy to Engage Your Online Users

Melissa Archuleta and I ran this workshop at DrupalCamp Colorado 2016.

Building a digital content strategy helps organizations become effective and consistent storytellers. Communications workshops can help identify audiences, establish tone, determine an engagement style and ensure information shared across multiple digital platforms is focused and cohesive.

Christine Coughlan

August 12, 2016
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Transcript

  1. Who are you? 1. Name 2. Role & Organization 3.

    Do you have a digital content strategy? 4. What is one challenge you face?
  2. Workshop Steps 1. Mission and Goals 2. Voice & Tone

    3. Engagement Style 4. Know Your Users 5. Communication Strategy
  3. Mission Statement Rose Community Foundation works to enhance the quality

    of life of the Greater Denver community through its leadership, resources, traditions and values. CASE STUDY – ROSE COMMUNITY FOUNDATION
  4. Communication Goals CASE STUDY – ROSE COMMUNITY FOUNDATION • Boost

    traffic to RCF website • Produce engaging content • Develop thought leadership in the community • Help stakeholders gain a complete and full picture of all the work RCF does and its impact through digital communications platforms • Effectively market a blog and other "Foundation" wide events, practices etc. • Become an effective storyteller in mediums that are available
  5. Break into Groups Mountains
 Outdoor Recreation
 Conservation
 Accessibility
 Tourism Plains

    
 Farms / Agriculture 
 Traditional Values
 Conservation
 Rural
 The West The East W E
  6. Practice 1. Create a Mission Statement for Your Group 2.

    Create 3-4 Business Goals for Your Group 3. Outline 3-4 Specific Communication Goals for Your Group
  7. Share! Did it help you understand your group better? Did

    you make any changes to the process? What other information would help add clarity?
  8. Voice & Tone Exploration CASE STUDY – ROSE COMMUNITY FOUNDATION

    • Rose Community Foundation is smart, but not snotty. • Rose Community Foundation is innovative, but not risk taking. • Rose Community Foundation is caring about our community, but not a bleeding heart. • Rose Community Foundation is well respected, but not known. • Rose Community Foundation is steeped in tradition, but not stale. inaccessible.
  9. Final Voice & Tone CASE STUDY – ROSE COMMUNITY FOUNDATION

    • Rose Community Foundation is smart, but not inaccessible. • Rose Community Foundation is innovative, but not risk taking.
  10. Practice The West is ______, 
 but not ______. The

    East is ______, 
 but not ______. W E
  11. Share! Will this help inform the tone of your writing?

    Did this help define a communication style for your group, especially if you had representatives from different departments?
  12. Examples CASE STUDY – ROSE COMMUNITY FOUNDATION How would you

    describe your organization’s style? • Informative • Educational • Entertaining • Action-driven
  13. From the Team CASE STUDY – ROSE COMMUNITY FOUNDATION How

    would you describe your organization’s style? • Informative: strives to be concise; trusted; has a good balance of long and short form blogs, newsletters, emails, reports • Forward Thinking: leads the way • Educational: grounded in the community; wise • Visual: includes imagery, infographics, graphs and charts, and data visualizations in its communications
  14. Practice • Intelligent • Educational • Entertaining • Action-driven •

    Inventive How would you describe your organization’s style?
  15. Share! Can you see how this exercise can help keep

    your messaging consistent? Given the background you have on your group at this point, how easy was it to identify some styles to use? Is there anything you would change about this exercise?
  16. Who are your users? CASE STUDY – ROSE COMMUNITY FOUNDATION

    Donors who currently have Donor- Advised Funds (DAFs) or could open DAFs Policymakers Board and committee members Community leaders Potential influencers Grantees Foundation and nonprofit peers Legislators Partners
  17. Audience Groups Key Influencers • Board / Donors • Peers

    (Foundations and Nonprofits) • Partners • Community Leaders Grantees • Potential Grantees • Initiatives • Professional Advisors The Community • Policy Makers / Legislators • Peers (Foundations and Nonprofits) • Partners • Jewish Community • Denver Community • Vendors 1 2 3 CASE STUDY – ROSE COMMUNITY FOUNDATION
  18. Practice 1. Create a list of your users (or use

    ours as a starter) 2. Categorize your users into audience groups based on their needs 3. Prioritize your audience groups 4. If time, for each group, I. Describe the group in 1-2 sentences II. State 1-2 ways the group learns about you
  19. Share! How have you identified audience groups in other projects?

    How might you extend this work to understand users even better?
  20. Mediums • Website • General information about you; content that

    answers specific questions/needs of the individual
 • Blogs • Keeps community informed • Establishes credibility, influence and expertise • Publishing regularly helps increase SEO • Email • Aids in the adoption your mission and principles by targeted audience • Keeps your community informed and up-to-date on what’s happening
 • Social Media • Keeps your community informed and up-to-date in real time • Builds a wider network/audience
  21. Content Themes • Lists: focus on a particular subject and

    offer a number of points about the subject • Why-posts: provide reason to take an action that is focused on a specific goal • Video: dynamic, engaging, emotional content to attract supporters • How-to: produce a problem and offer a solution • What-posts: provide reason and purpose with information to back it up • Story-posts: humanizes your content to make your users feel connected
  22. Mapping Content to Users 1. Select a member of a

    main audience group. 2. What is the fundamental information this person wants from you? 3. What actions will this member take after receiving content? 4. What content theme applies? 5. What digital or non-digital medium would be best for distribution?
  23. Communication Tool: Website CASE STUDY – ROSE COMMUNITY FOUNDATION •

    Core users include key influencers, grantees, and broad local and national community • Provides high level organizational content, such as mission, vision, story, initiatives and grant areas
  24. Communication Tool: Blog CASE STUDY – ROSE COMMUNITY FOUNDATION •

    Keeps everyone informed about Foundation happenings • Establishes credibility, influence and expertise in grantmaking • Blogs for board members will be informative and forward thinking • Blogs for grantees will be educational and less formal • Blogs for the greater community will be visual and informative
  25. Communication Tool: Email / Newsletter CASE STUDY – ROSE COMMUNITY

    FOUNDATION • Frequently review email groups to ensure they are conducive to core informational needs • Encourages networking with audience groups in a selective and targeted manner • Keeps RCF connected with past and current constituents • Strengthens the adoption of RCF’s mission and principles with past, current and new audiences
  26. Communication Tool: Social Media CASE STUDY – ROSE COMMUNITY FOUNDATION

    • Helps RCF reach a larger audience in a modern and accelerated approach • Helps amplify RCF’s content and brand
  27. Practice • Select a member of a main audience group.

    • What is the fundamental information this person wants from you? • What actions will this member take after receiving content? • What content theme applies? • What digital or non-digital medium would be best for distribution?
  28. Share! How have you decided which types of content to

    share with users in the past? How do you decide on which mediums to distribute your content?
  29. • 62% of adults use Facebook1 • 1.09 billion users

    daily2 • 50 million businesses use Facebook pages2 • Informative and personal • Good for branding1 1. http://bit.ly/pewSOMEstats1 
 2. http://bit.ly/hootsuiteSOMEstats
  30. • 20% of adults use Twitter1 • 310 million users

    monthly2 • 130,000 active advertisers2 • News and breaking news • Great for organizations and online community building (opinion) 1. http://bit.ly/pewSOMEstats1 
 2. http://bit.ly/hootsuiteSOMEstats
  31. \ • 24% of adults use Instagram1 • 400 million

    users monthly2 • 75% of user base is outside of the 
 U.S.2 • Harder for organizations that don’t have access to a large visual catalog 1. http://bit.ly/pewSOMEstats1 
 2. http://bit.ly/hootsuiteSOMEstats
  32. • 22% of adults use LinkedIn1 • 100 million active

    monthly users2 • 94% of B2B marketers use LinkedIn2 • 87% of users trust LinkedIn as a source of info that affects decision- making3 1. http://bit.ly/pewSOMEstats1 
 2. http://bit.ly/hootsuiteSOMEstats 
 3. http://bit.ly/HubSpotstats
  33. • 26% of adults use LinkedIn1 • 93 percent of

    Pinners use Pinterest to plan or make purchases.2 • 65 percent of Pins lead to product sites like Etsy, Amazon, and eBay.2 • Network of choice for planners2 1. http://bit.ly/pewSOMEstats1 
 2. http://bit.ly/hootsuiteSOMEstats
  34. • YouTube has over a billion users1,2 • More than

    half of YouTube views come from mobile devices1 • 64 percent of gamers download a game after seeing an ad for it on YouTube2 • Beauty/style (women), sports/ gaming/tech (men), pets and animals 1. http://bit.ly/YouTubestats 
 2. http://bit.ly/hootsuiteSOMEstats
  35. • Snapchat reaches 41% of all 18 to 34 year-olds

    in the United States.1 • Snapchat has over 100 million daily active users2 • 400 million Snaps sent per day2 • Fast growing social media platform right now2 1. https://www.snapchat.com/ads 
 2. http://bit.ly/hootsuiteSOMEstats
  36. Practice • Facebook • Twitter • Instagram • LinkedIn Which

    platform(s) are right for you? • Pinterest • YouTube • Snapchat • Others?
  37. Workshop Steps 1. Mission and Goals 2. Voice & Tone

    3. Engagement Style 4. Know Your Users 5. Communication Strategy Citation