Content Management Strategy
Published on Dec 20, 2016
Where we are, what we want to be and how to get there
MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
Journey so far and itinerary
- Where we are
- Where we want to be
- How to get there
- Route Map
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Where we are...
- Unique proposition / product
- Fair amount of content
- Added capacity to create new content and curate
- We know the target personas and their interests*
- Ability to be flexible and responsive to members' and changing market needs
* Target persona data recovered from ASG Consumer Segment Pen Portraits - 2014 and members' interests drawn from ASG Education Issues Key Findings - December 2016
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Where we want to be
- Be a thought leader, go-to commentator and the best source of information on education to members and non-members
- Offer credible, convenient and meaningful education information to members and non-members
- Engage with members and get them to advocate for us, just as we do for them
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How to get there
- Clean up existing content
- Categorise based on relevance to target personas
- Create and curate more content from credible sources
- Leverage social media to become more visible and engage with audience
* Some cleaning up has been done. This will be an ongoing process, depending on feedback from members and web analytics.
* Existing content has been categorised based on relevance to target personas. New content created and curated will be categorised and tagged appropriately.
* Identify credible sources for content curation; leverage partnerships with parenting and child experts, and teachers; draw from white papers and research by ASG.
* Be more active and lively on social media, reduce response time to member's comments, be accurate and on same page while responding to member queries. This will mean not shying away from negative comments and posts, but to engage with critics and steer them to see our perspective
* Existing content has been categorised based on relevance to target personas. New content created and curated will be categorised and tagged appropriately.
* Identify credible sources for content curation; leverage partnerships with parenting and child experts, and teachers; draw from white papers and research by ASG.
* Be more active and lively on social media, reduce response time to member's comments, be accurate and on same page while responding to member queries. This will mean not shying away from negative comments and posts, but to engage with critics and steer them to see our perspective
Photo by thrufireandthruwater
Route map
- Come up with an editorial calendar in co-ordination with Product and Research and Marketing Departments - mid-January 2017
- Generate one blog a week for members - from early January
- Post more, engage more with members on social media
- Compile, finalise and publish Education FAQs list
- Identify content gaps and fill them through curated feeds, blogs and expert columns
- Email fortnightly newsletter to alert members of new content, current topics of interest, ASG Scholastic
- Webinars
Photo by tj.blackwell
PLaces to visit in future
- Adding Pinterest and LinkedIn to social networking tools
- Opportunity for members to get to know trending topics through the ASG knowledge management portal
