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Nested Content Strategy: adding layers to rally content teams
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Amy Grace Wells
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Presented at HighEdWeb 2017 Memphis.
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PSEWEB 2016: Tragedy, Twitter and Pitchforks: Managing Campus Crises on Socia...
Amy Grace Wells
Using content strategy as a foundation for making social media decisions. Delivered to AMA Columbia, SC, April 2016.
Curing your Social Media of Shiny Object Syndrome
Curing your Social Media of Shiny Object Syndrome
Amy Grace Wells
heweb15 presenatation
Heweb social
Heweb social
Amy Grace Wells
Presented at #PSEWEB in Montreal, July 2015
A No-Zombie Zone: managing people in content strategy
A No-Zombie Zone: managing people in content strategy
Amy Grace Wells
Lightning talk presented at ConFab EDU 2014 in Atlanta.
Con fab lightning a wells
Con fab lightning a wells
Amy Grace Wells
Blogging
Blogging
Amy Grace Wells
This was presented to a group of county commissioners and county judges to provide them the pros and cons of social media. The goal was to show them the benefits of using it to reach customers in the county, especially by state extension agents.
The SWOT of Social Media
The SWOT of Social Media
Amy Grace Wells
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Web Content Myths
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Content Strategy and User Experience: Combination in Practice
Content Strategy and User Experience: Combination in Practice
PSEWEB 2016: Tragedy, Twitter and Pitchforks: Managing Campus Crises on Socia...
PSEWEB 2016: Tragedy, Twitter and Pitchforks: Managing Campus Crises on Socia...
Curing your Social Media of Shiny Object Syndrome
Curing your Social Media of Shiny Object Syndrome
Heweb social
Heweb social
A No-Zombie Zone: managing people in content strategy
A No-Zombie Zone: managing people in content strategy
Con fab lightning a wells
Con fab lightning a wells
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Blogging
The SWOT of Social Media
The SWOT of Social Media
Web Content Myths
Web Content Myths
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The biodesign approach for fabricating textiles using root-based materials is explored in my final project for my Postgraduate in Fabricademy. I experimented with different types of grain seeds, growing media, patterns, and environments. Additionally, I discovered various post-processing techniques, such as colouring, changing flexibility, and applying biodegradable coatings. The Amber Grain Embroidery project aims to design bio-folklore costumes featuring elements made of wheat and barley roots. Raw wool is used as a binding agent. The root embroideries are complemented by dried grass and pressed material from seeds. The costumes are inspired by traditional Slovak and Czech folklore costumes, symbolizing the importance of grain as a vital source of livelihood and material wealth.
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Nested Content Strategy: adding layers to rally content teams
1.
Nested Content Strategy adding layers to rally content teams Amy Grace Wells, Content Strategist @amygracewells #heweb16 #mcs6
2.
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What was our goal? Build a consistent and cohesive brand voice across all channels. Owned • Earned • Paid @amygracewells #heweb16
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Lots of lofty talk Lots of large docs @amygracewells
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Where were we starting? Better alignment with university priorities Shift to message and audience first rather than distribution channel Working across teams to build quality content and amplify it By changing the content mindset @amygracewells #heweb16
7.
Where were we starting? Content strategy is a process. Content strategy is about the people. Content is a tool that isn’t valuable in of itself. Content is valuable when it further goals. How to rally the team? @amygracewells #heweb16
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@amygracewells #heweb16
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Nesting creates memorable layers that provide flexibility @amygracewells #heweb16
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Key characteristics • Nesting dolls are similar, but not exact copies – They fit into and compliment one another but can have unique distinctions. •
Nesting dolls get smaller and more narrow – Just like a content strategy, the further you go narrower and more intricate they become. Source: http://review.content-science.com/2015/10/stuck-on-creating-a-single-content-strategy-take-a-cue-from-nesting-dolls/ @amygracewells #heweb16
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@amygracewells #heweb16
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Outer Ring: What we are Moving Inward: How we tell our stories Inner Ring: How we reinforce our messages @amygracewells #heweb16
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Outer Ring: Pillars/Core Values Moving Inward: Content Tiers Inner Ring: Editorial Themes @amygracewells #heweb16
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The Outer Doll Pillars represent the key university values. Broken into national vs. state messaging. The most important category for which all content should fit. @amygracewells #heweb16
15.
Opening the Doll How we tell our stories Content tiers identify categories of valuable content and prioritize it. Collaborative Impacts Exceptional Carolina Family National Prominence @amygracewells #heweb16
16.
Moving Inward Quarterly editorial themes provide a focus for content and reinforce topics with our audiences. Learning Service Research Global How we reinforce our messages @amygracewells #heweb16
17.
@amygracewells #heweb16
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@amygracewells X XXXX X #heweb16
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Nesting dolls help keep the audience (person) in mind. @amygracewells #heweb16
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@amygracewells #heweb16
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Audience First Focusing on audience instead of distribution channel allows for better Reuse Repurposing Repackaging Makes for a bigger impact @amygracewells #heweb16
22.
Key Results Reintroduced long-form content into the news team 4 of 6 stories landed in the top performing stories of the year Quality over Quantity @amygracewells #heweb16
23.
Key Results Showed the value of additional distribution channels such as social media Top performing stories gained more viewership from other sources than the email newsletter Audience over Distribution @amygracewells #heweb16
24.
Your Turn Volunteer needed… Let’s Nest @amygracewells #heweb16
25.
Two Minutes What are your university’s biggest priorities? (pillars, cornerstones, etc.) Let’s Nest @amygracewells #heweb16
26.
Two Minutes What are the ways you want to tell your stories? Let’s Nest @amygracewells #heweb16
27.
Three Minutes How do you want to reinforce your messages? Let’s Nest @amygracewells #heweb16
28.
Adaptations Outer Doll: Core Strategy Inner Dolls: Social Strategy Ad Strategy Audience-Based Strategy Initiative-Based Strategy @amygracewells #heweb16
29.
Getting Buy-In & Building Excitement No overnight changes LISTEN extensively Allow for feedback (candid & constructive) Let them impact the plan Get teams together regularly Provide analytic/performance reports @amygracewells #heweb16
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@amygracewells #heweb16
31.
Questions? Amy Grace Wells @amygracewells amygrace@gracefulcontent.com
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