Nested Content Strategy: adding layers to rally content teams

Oct 18, 20163 likes516 views

The document discusses using a "nested content strategy" approach to build consistency across communication channels. It involves creating layered content structures like nested dolls that fit within each other. The outer layer identifies core values and priorities, while inner layers specify how stories are told and messages reinforced. This provides flexibility while keeping audiences central. The approach was applied by identifying university priorities, storytelling categories, and editorial themes to focus content. It improved quality over quantity and showed the value of social media distribution. Adapting this model for other strategies and getting cross-team buy-in are also discussed.

Nested Content Strategy
adding layers to rally content teams
Amy Grace Wells, Content Strategist @amygracewells
#heweb16
#mcs6

Nested Content Strategy: adding layers to rally content teams

Lots of lofty talk
Lots of large docs
@amygracewells

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

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

Nesting creates memorable
layers that provide flexibility
@amygracewells #heweb16

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

Outer Ring:
What we are
Moving Inward:
How we tell our stories
Inner Ring:
How we
reinforce our messages
@amygracewells #heweb16

Outer Ring:
Pillars/Core Values
Moving Inward:
Content Tiers
Inner Ring:
Editorial Themes
@amygracewells #heweb16

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

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

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

Nesting dolls help keep the
audience (person) in mind.
@amygracewells #heweb16

Audience First
Focusing on audience instead of
distribution channel allows for better
Reuse
Repurposing
Repackaging
Makes for a bigger impact
@amygracewells #heweb16

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

Your Turn
Volunteer needed…
Let’s Nest
@amygracewells #heweb16

Two Minutes
What are your university’s
biggest priorities?
(pillars, cornerstones, etc.)
Let’s Nest
@amygracewells #heweb16

Two Minutes
What are the ways you want to tell
your stories?
Let’s Nest
@amygracewells #heweb16

Three Minutes
How do you want to reinforce your
messages?
Let’s Nest
@amygracewells #heweb16

Adaptations
Outer Doll: Core Strategy
Inner Dolls:
Social Strategy
Ad Strategy
Audience-Based Strategy
Initiative-Based Strategy
@amygracewells #heweb16

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

Questions?
Amy Grace Wells
@amygracewells
amygrace@gracefulcontent.com

This document discusses using a "nested content strategy" approach to align content teams around common goals. The nested approach involves creating concentric "layers" or levels of content, from broad core values and priorities on the outside to more specific editorial themes and content categories inward. This mirrors the Russian nesting doll concept. The document advocates discussing key organizational priorities, storytelling approaches, and message reinforcement techniques to develop these nested content layers. It also shares results of increased long-form content and multi-channel distribution when this approach was implemented at a university.

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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

3. What was our goal? Build a consistent and cohesive brand voice across all channels. Owned • Earned • Paid @amygracewells #heweb16

4. Lots of lofty talk Lots of large docs @amygracewells

6. 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

8. @amygracewells #heweb16

9. Nesting creates memorable layers that provide flexibility @amygracewells #heweb16

10. 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

11. @amygracewells #heweb16

12. Outer Ring: What we are Moving Inward: How we tell our stories Inner Ring: How we reinforce our messages @amygracewells #heweb16

13. Outer Ring: Pillars/Core Values Moving Inward: Content Tiers Inner Ring: Editorial Themes @amygracewells #heweb16

14. 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

18. @amygracewells X XXXX X #heweb16

19. Nesting dolls help keep the audience (person) in mind. @amygracewells #heweb16

20. @amygracewells #heweb16

21. 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