1.
Content and communications
Where the twain should meet
Diana Railton
IABC France

2.
www.toptenz.net/top-10-most-misunderstood-lines-in-literary-history.php

3.
Key points
Content supports communications
Content takes communications forward
Multi-skilled digital teams
Integrated strategies
Cross-organisational collaboration

4.
1 Content and content strategy
2 Communications
3 Communications and content strategy
4 Digital teams and governance

5.
1 Content and content strategy

6.
„I have difficulty with the
concept of content –
it smacks of a term coined in
desperation to describe a
disparate and amorphous
group of extraordinarily different http://mikeduran.com
concepts and products with the
idea of somehow “bucketizing” it
(thank you, America)...‟
Jeremy Probert, Corporate Communications Director,
in his blog The Wordmonger

7.
What is content?
„A hairy, complicated beast‟
Kristina Halvorson

8.
What is content?
„A hairy, complicated beast‟
Kristina Halvorson

9.
What is content?
‘Anything that conveys
information to humans‟
Erin Kissane

10.
What is content?
„Business-critical content‟
„Relationship content‟
Rahel Bailie and Noz Urbina

11.
What is content?
„Content is story.
And content strategy is
story telling.‟
Prateek Sarkar
former director of user experience, Walt Disney
at Confab 2011

12.
What is content?
Anything that goes into a communication
channel

13.
Multi-channels,
platforms and
devices
www.slideshare/KMcGrane/
adapting-ourselves-to-adaptive-content-12133365

14.
www.tobstar.com.au/images/responsive_diagram.png

15.
Curtesy Google

16.
Wikipedia comms

17.
Multi-devices
Create once, publish everywhere
COPE

18.
‘Intelligent content’ helps you COPE

19.
What is intelligent content?
‘Content that is structurally rich
and semantically categorized,
and is therefore automatically
discoverable, reusable,
reconfigurable, and adaptable‟
Ann Rockley and Charles Cooper

20.
What is content strategy?
Strategic multi-channel corporate publishing

21.
What is content strategy?
‘Content strategy is an emerging field of practice
encompassing every aspect of content, including
its design, development, analysis, presentation,
measurement, evaluation, production,
management, and governance.‟
Former Google Knol on content strategy

22.
What is content strategy?
„Content strategy is the practice of planning for
the creation, delivery and governance of
useful, usable content.‟
Kristina Halvorson

23.
CORPORATE
WEBSITE

24.
Kristina Halvorson

25.
„Organizations invest tremendous resources on
developing the framework for a great user
experience – fabulous design, robust content
management infrastructure.
Yet when it comes to the content itself, there‟s
often a gap.
The end result is that the value proposition for
customers can‟t be delivered...‟
Rahel Bailie

26.
IPG.book.com

27.
A repeatable system

28.
Plan
Measure Create
Content
strategy
Govern Deliver

29.
Governance
Centralised
publishing
Devolved
publishing

30.
Content marketing
Corporate publishing
Corporate journalism
Brand journalism
Branded media
Brand content
Branded content
Inbound marketing
Customer publishing
Custom publishing

31.
What is content marketing?
Creating and distributing valuable content to
attract, engage and acquire customers
* communicating without selling
* information to make buyer more intelligent
* brand loyalty
Adapted from the Content Marketing Institute

32.
B2B Content Marketing: 2012 Benchmarks, budgets, and trends,
Content Marketing Institute

33.
Econsultancy, Sept 2012

34.
www.searchnewsmedia.co.uk

35.
www.searchnewsmedia.co.uk

36.
Unified content strategy

37.
2 Communications

38.
THE COMMUNICATIONS PROFESSION

39.
Marketing comms
Brand management
Advertising
Public relations / reputation management / media relations
Investor relations
Government relations
Advocacy comms
Internal comms / employee engagement
Publications
Events
Corporate social responsibility
Change management / crisis comms
Digital comms
Channel management, websites, intranets, social media ...
Community management
Content
+++

40.
Photo: billjacobus

41.
Photo: timpeartrice

42.
68,000 members

43.
‘The Never-Ending
Turf War between
PR and Marketing’

44.
Call for integrated communications
„If we persist in this argument, we will never be
able to set in place a sound communications
strategy‟

45.
Call for integrated communications
„United we stand, divided we fall‟

46.
INTEGRATED
COMMUNICATION MANAGEMENT

47.
‘... the opportunities and complexities of
content are forcing divisions together in
efforts to avoid duplication, neglect, and
conflict.’
Julia Hood, PR Week US, April 2012

48.
‘So much of the digital land-grab has focused
on execution. In the case of content,
communications has an opportunity,
virtually a mandate, to be its true strategic
leader.’
Julia Hood, PR Week US, April 2012

49.
Corporate communications is broader than PR

50.
Corporate communications
A system that enables organizations to strategically
orchestrate and manage all types of external and
internal communications

51.
en.wikipedia.org

52.
COMMUNICATIONS DIRECTOR

53.
Wikimedia
Commons

54.
Business Leaders in
Communications Study 2012
„The most comprehensive overview of the
function, structure and role of corporate
communications today and in the future‟
95 comms directors, FTSE companies

55.
Business Leaders in Communications Study 2012
VMA Group

56.
1 in 10 failed to see the relevance of social media
Wikimedia Commons

57.
Are corporate comms departments
behind the digital times?

58.
NEW DIGITAL MODEL OF
COMMUNICATION MANAGEMENT

59.
NEW DIGITAL MODEL OF
COMMUNICATION MANAGEMENT
Less formal messaging
More social and collaborative

60.
http://community-roundtable.com/2009/06/the-community-maturity-model/

61.
Community Maturity Model
Stage 1 Stage 2 Stage 3 Stage 4
Hierarchy Emergent Community Network
community
Leadership Command and Consensus Collaborative Distributed
control
Content and Formal and Some user- Community- Integrated
programming structured generated created content formal, user-
content generated and
community-
created content
Adapted from www.communityroundtable.com

62.
Wikimedia
Commons PD-USGOV-NASA

63.
http://p.twimg.com

64.
3 Communications and content
strategy

65.
THE STRATEGY DEPARTMENT?
Alan Sugar

66.
Business strategy
external and internal
Communications strategy comms strategies
+ digital strategy
Content strategy publishing / editorial
audiences, goals, issues
plan for creating, delivering, governing, brand messaging
measuring content tone of voice
globalisation, localisation +
repeatable system
information architecture /
Channel strategies user experience
content management
+ digital strategy search, metadata,
accessibility, design, IT
Return on
Auditing Measurement
investment

67.
Business strategy
Communications Content
strategy Content strategy
Channel
strategy strategies
Digital strategy
One unified content strategy

68.
INTEGRATED
STRATEGIES
http://masdenglish.tripod.com

69.
4 Digital teams and governance

70.
www.toledoblade.com

71.
Digital teams
New:
Boards
Steering committees
Units
Roles

72.
www.digital-workplace-trends.com

73.
The digital board

74.
Strategic decision-making, leadership, coordination
The digital board
Internal and external communication channels

75.
Digital Board: model 1 CEO
Owner
Senior / middle
managers
Dedicated team
Issues - needs - strategies
implementation
Adapted from digital-workplace-trends.com
Wikimedia Commons

76.
Digital Board: model 2
CEO
Digital Board Official
decision-
Senior / middle managers making
Operational Board
Group
Operational representatives
consensus
Adapted from digital-workplace-trends.com

77.
Digital customer
experience:
governance
roles and
responsibilities
Forrester, 2013

78.
The digital
centre of excellence

79.
Marketing and
communications
teams
Digital / content teams
in other departments

80.
Jeremiah Owyang, Survey of 140 corporate social strategists, Altimeter Group, 2010
www.altimetergroup.com

81.
20% 42% 35%
Digital centre of excellence
http://econsultancy.com/uk/reports

82.
Digital Marketing
Organisational Structures
and Resourcing,
Econsultancy
2011
http://econsultancy.com/uk/reports

83.
CHIEF DIGITAL OFFICER?

84.
CHIEF CONTENT OFFICER?

85.
A combined team
Strategy
Goals
Audiences
Brand messages
Tone of voice
Channel selection
Content planning
Content creation
Content delivery
Content governance
Content monitoring
Content measurement

86.
Strategy
Team
work
Process
Digital
technology

87.
MERCI!
@dianarailton
diana.railton@drcc.co.uk
www.drcc.co.uk
© DRCC 2013
All rights reserved