ELEVATE YOUR PROGRAM WITH A CONTENT STRATEGY
Rose Hayden-Smith, PhD, Emeritus Advisor, UC Agriculture and Natural Resources; Cynthia Kintigh, Marketing Director, UC Agriculture and Natural Resources; Liz Sizensky, Social Media Strategist, UC Agriculture and Natural Resources
What is “content”? What is “content strategy”?
Content is something you produce in digital form to share information, communicate, or persuade. Examples of content include: Blog posts Images Videos Tweets Facebook posts Articles Links Maps Tags/Hashtags Metadata What is a “content strategy?” Essentially, it is a plan for you to communicate your work. A content strategy outlines how you’ll share what you’ve produced, in efficient and effective ways, so that your information reaches those who would benefit from it. In times past, you ’d consider it a communications plan. We like these descriptions, because they recognize the digital nature of what we produce:
“ Planning for the creation, delivery, and governance of useful, usable content. ” - Kristina Halvorson (Author and Founder/CEO of Brain Traffic)
“ Content strategy encompasses the discovery, ideation, implementation and maintenance of all types of digital content - links, tags, metadata, video, whatever. ” - Robert Stribley (Associate Experience Director of Razorfish)
“ We define content strategy as: getting the right content to the right user at the right time. ” - Kevin P. Nichols (Author and Executive Director, Experience, AvenueCX)
Where to share content
Content is shared on “platforms.”
Some popular platforms - places you can share your content - include:
Facebook (including your program, statewide program and organization-wide pages) Instagram (including Stories and IGTV) YouTube LinkedIn Pinterest TikTok WhatsApp Tumblr Other messaging apps On blogging platforms such as WordPress and Blogger Research Gate
46
Powered by FlippingBook