Content Strategy Fuer NGOs_Radl_lang

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    ContentStrategyfrNGOs

    Webinhalteerststrategischplanen,dannpublizieren

    re:campaign2013Berlin,6.5.2013BrigitteAliceRadl

    brigittealice.radl@gmail.com@brigitte_alice

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    SOCIAL MEDIA & NGOsBILDQUELLE:http://www.thepotato.ie/2013/04/social-media-secrets-cats-or-dogs

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    KOMPLEXITT

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    BERFORDERUNGBILDQUELLE:http://scholarzblog.wordpress.com/2008/04/30/blogwelt-serie-wie-arbeite-ich-schneller-produktivitatsblogs/

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    WAS?CONTENT?

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    CONTENTSTRATEGY

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    "Contentstrategyplansforthecreation,publication,

    andgovernanceofuseful,usablecontent.KristinaHalvorson,ContentStrategyfortheWeb,2009

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    ContentStrategyin6Schritten

    BILDQUELLE:http://www.beinsteinerkleiderboerse.de/Ferien/2004/

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    #1berprfeDeineInhalte

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    ContentInventory

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    berblickberbereitsvorhandeneInhalte IdentiikationvongutenundmangelhaftenInhaltenundProzessen ArgumentationsgrundlagegegenberStakeholdernderOrganisation BasisfrdieVerbesserungderWebprsenzundfrdieContentStrategy

    Quantitatives&qualitatives

    ContentAudit

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    #2KenneDeineNutzer

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    The purpose of user research is to movebeyondassumptions,guesses,andstereotypesto discover what your human readers,

    viewers,andlistenersreallywantandneed.ErinKissane,TheElementsofContentStrategy,2011

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    ChrisAtherton:Nonproit,zerocontent,ConfabLondon2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf

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    Mentalhealthhasastigmalikemanyothertopics.People dont talk about it. That was the central

    problemthattheytriedtosolveinthecampaign.ChrisAtherton,ConfabLondon2013

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    Nonproit is not sexy. But they have people whoreally really care about adolescents with mental-

    healthproblems.ChrisAtherton,ConfabLondon2013

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    ChrisAtherton:Nonproit,zerocontent,ConfabLondon2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf

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    ChrisAtherton:Nonproit,zerocontent,ConfabLondon2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf

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    ChrisAtherton:Nonproit,zerocontent,ConfabLondon2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf

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    ChrisAtherton:Nonproit,zerocontent,ConfabLondon2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf

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    ChrisAtherton:Nonproit,zerocontent,ConfabLondon2013http://confabevents.com/downloads/slides/london-2013/Confab-London-2013-Atherton.pdf

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    http://www.time-to-change.org.uk/youngpeople

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    #3berzeugeDeineStakeholder

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    1.IdentiiziereDeineStakeholder.

    2.InvolviereDeineStakeholder.

    3.InteressiereDichfrDeineStakeholder.4.IndividualisiereDeineBotschaften.

    5.IntegriereDeineStakeholderdauerhaft.

    BILDQUELLE:http://www.justinsjourney.net/wp-content/uploads/2012/05/0718hippies.jpg

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    #4DeiniereDeineBotschaften

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    IfyoudontknowWHATyouneedtocommunicate,

    howwillyouknowHOW,orifyousucceed?MargotBloomstein,http://de.slideshare.net/mbloomstein

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    Cuttotheessentialmessageandputitirst.GinnyRedish,Confab2013

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    GiveandGetHopeHere

    http://www.redcross.org

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    We wanted to tell the story of the Red Crossthrough people we serve, while at the same timedemonstrating the breadth of ourmission. (...) thegoalforthisstorytellingcampaignwastobringoureveryday mission to life in a personally relevantway.PeggyDyer,ChiefMarketingOficeroftheAmericanRedCrosshttp://www.redcross.org/news/press-release/American-Red-Cross-Launches-New-Ad-Campaign

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    http://www.youtube.com/watch?v=3yufZP-LZrk

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    #5ManageDeineinternenProzesse

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    BILDQUELLE:http://www.cleveland.com/business/index.ssf/2012/07/minimum_wage_hike.htmlEFFIZIENZ

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    NicolaOConnor:CanContentStrategyHelpSaveLifes?http://de.slideshare.net/NicolaConnor

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    Tell everyone who will listen that content is acontinuousandnotalinearprocess.NicolaOConnor,ContentStrategistatCancerResearchUKhttp://vimeo.com/56601761

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    BILDQUELLE:http://www.dopedata.com/2009/07/23/panel-on-the-content-life-cycle-at-razorish/

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    http://www.cancerresearchuk.org/home/

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    #6WhleDeinePlattformen

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    Themechanismsthatcontentownerswillselecttodelivertheircontentwilldependnotonlyontheir

    target audiences preferences, but also on time,budget, internal resources, and available tools ortechnologies.Kristina.Halvorson,ContentStrategyfortheWeb,2009

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    Companieswhotrulycommittosocialmediawhorecognize that these delivery channels demandeditorial oversight and regular production of

    brandedcontentaregoingtowinthegame.Kristina.Halvorson,ContentStrategyfortheWeb,2009

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    VielenDank!

    re:campaign2013Berlin,6.5.2013BrigitteAliceRadlbrigittealice.radl@gmail.com

    @brigitte_alice

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    GoogleGroupContentStrategyhttps://groups.google.com/forum/?fromgroups#!forum/contentstrategy GoogleGroupContentStrategyEurope

    https://groups.google.com/forum/?fromgroups#%21forum/content-strategy-europe GoogleCommunityContentStrategie(deutschsprachig)

    https://plus.google.com/communities/109794279885354791919 Twitter-Hashtag#contentstrategyKonferenzen,Meetups&Camps:

    CONFABhttp://confabevents.com

    CSForumhttp://csforum2013.com

    #cosca13am7.&8.JuniinDieburghttp://www.cscamp.de/

    RegionaleMeetups(GoogleContentStrategy+deineStadt)ListeContent-Strategy-Konferenzen2013vonShellyBowen:

    http://www.pybop.com/2013/01/2013-content-strategy-conferences/

    FindeneueFreunde!

    BILDQUELLE:http://theputridiaries.blogspot.co.at/2011/05/badminton-for-penguins.html

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    Annett-Baker,Relly.APracticalGuidetoCreatingWebContent.

    Bailie,RahelAnne;Urbina,Noz.ContentStrategy:ConnectingtheDotsBetweenBusiness,Brand,andBeneits.

    Bloomstein,Margot.ContentStrategyatWork:Real-worldStoriestoStrengthenEveryInteractiveProject.

    Halvorson,Kristina;Rach,Melissa.ContentStrategyfortheWeb. Handley,Ann;Chapman,C.C.ContentRules. Jones,Colleen.CloutTheArt&ScienceofInluentialWebContent. Kissane,Erin.TheElementsofContentStrategy. McGovern,Gerry.KillerWebContent:MaketheSale,DelivertheService,

    BuildtheBrand. McGrane,Karen.ContentStrategyforMobile. Redish,Janice(Ginny).LettingGooftheWords. Rockley,Ann;Cooper,Charles.ManagingEnterpriseContent:AUniied

    ContentStrategy. Shefield,Richard.TheWebContentStrategistsBible. Wachter-Boettcher,Sara.ContentEverywhere:StrategyandStructurefor

    Future-ReadyContent.

    LiteraturzuContentStrategy

    BILDQUELLE:https://commons.wikimedia.org/wiki/File:Cat_with_book_2320356661.jpg

    C S

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    BILDQUELLE:http://pics.urduwire.com/fun-entertainment/dog-operate-computer/

    ContentStrategyOnlinemagazine&Blogs

    AListaparthttp://alistapart.com

    UXMagazinehttp://uxmag.com/search/results/taxonomy:399

    Contentshttp://contentsmagazine.com

    Boxesandarrowshttp://boxesandarrows.com/

    JohnnyHollandhttp://johnnyholland.org/series/content-strategy/

    UXmattershttp://uxmatters.com/topics/content-strategy/

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    TheEpicListofContentStrategyResourcesvonJonathonColman:

    http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/