Transcript E-WRITE-Feed-the-Content-Monster-NAGC

Feed the Content Monster:
How to Write for Multiple
Audiences in Multiple Channels
Leslie O’Flahavan, E-WRITE
@LeslieO
NAGC Communications School – Memphis
June 3, 2015
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Who has a case of content anxiety? Let’s talk…
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As communicators, we’re
feeding the content monster
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Content monster wannabe
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Content monster wannabe
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Content monster
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Topics for today’s workshop
1. What is content repurposing?
2. Reuse web content and publications as
source material for social media
messages
3. Use your web content to produce
evergreen social media messages
4. Write H1 headings so you can use them
in social media
5. Know which types of web content do not
make good social media messages
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What is content repurposing?
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What is the definition of repurposing?
Changing the format, length, or publishing
channel for your content while retaining its main
message.
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From the beginning, plan to repurpose
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Repurposing is a way of thinking about your
effort and your readers’ tastes for content
“I advocate for the ‘rule of four’ – the idea that every
piece of information that an organization presents should
be available in multiple formats, four to be specific. The
four I recommend are video, audio, text, and
graphic. These four formats cover the full range of
different ways that people like to get/share information
and provide more flexibility in terms of which devices and
channels someone can use to easily access
content.. When planned correctly, information can be
presented in these four formats efficiently and costeffectively — providing organizations with a range of
options for reaching, engaging, and mobilizing their key
audiences.”
-- Brian Reich
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Case study: Rule of 4?
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Sometimes, we don’t repurpose
the same message for different
audiences
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Sometimes, repurposing
consumes a great deal of creative
effort
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Case study in repurposing
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Case study in repurposing
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Sometimes, we prepare our
content so our readers and
viewers can repurpose it easily
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Govt of Canada updates news release
format to make repurposing easy
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How will GC’s updated news release format help
them feed the content monster?
• “For communicators, the changes mean they can
use their creativity to:
– Develop catchy headlines and sub-headlines
– Write concise and clear opening paragraphs that
contain the 5 Ws (who, what, where, when, why)
– Select key facts that capture the reader’s attention
– Draft quotes that are meaningful and succinct
– Repurpose the quick facts and quotes for Facebook
and Twitter posts, and
– Offer associated links that provide additional context
to help the reader better understand the issue.”
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Reuse web content as the
source material for social
media messages
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Reuse web content and publications for
social media messages: The Old Familiars
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Press release
Article
Publication
Event
Report
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The Old Familiars: Press Release
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The Old Familiars: Article
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The Old Familiars: Publication
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The Old Familiars: Event
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The Old Familiars: Report
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Use your web content to produce
evergreen social media messages
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Nose-to-Tail: The Whole [Content] Movement
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Search your web content for evergreen social
media messages: Four New Candidates
1. “We’ve said it before, but today it’s in the
New York Times”
2. “Hey kids, want to see the Parent
Handbook?”
3. “Good stuff, good stuff. You might want to
take a look at this”
4. “We know it’s old content, but it’s still
interesting”
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1. “We’ve said it before, but today it’s in
the New York Times”
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2. “Hey kids, want to see the Parent Handbook?”
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3. “Good stuff, good stuff. You might want
to take a look at this”
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4. “We know it’s old content, but it’s still
interesting”
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4. “We know it’s old content, but it’s still
interesting”
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Write H1 headings so you can
use them in social media
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A good heading
or title (usually)
equals good
social media
message
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Reuse made easy: A good heading for web content
often equals a good social media mesage
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Revise this heading so it can be reused for
Facebook or Twitter
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Know which types of web
content do not make good social
media messages
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These types of web content do not make
good social media messages
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Organization-focused content
Obligatory content
Tiresome content
Mechanically archived content
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Organization-focused content doesn’t make
good social media messages
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Obligatory content doesn’t make good social
media messages
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Tiresome content doesn’t make good social
media messages (duh)
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Mechanically archived content doesn’t make
good social media messages
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Questions? Comments?
Contact info:
Leslie O’Flahavan, E-WRITE
[email protected]
301-989-9583
www.ewriteonline.com
@LeslieO
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