Understanding Content Strategy – using infographs

Posted: February 4, 2013 in Module 4

Here are THREE infographs that do a great job of summarizing the elements of  P.R. content strategy.

What do they have in common?  Everyone of them gives us information and direction (to varying degrees).  Each of them answers the how, what, where, when, why – and reminds us about the “who” of content strategy.  In every case the  pictures and stats are used to limit text and in this way convey the message in an engaging – and therefore memorable – way.

NUMBER ONE:  THE ANATOMY OF CONTENT MARKETING (here)

a infograph

I’ve listed this infograph as number ONE, because in looking at it your eye is drawn to key messages first.   These are:

1. Thought Leadership.  This is a code-phrase in business for: innovative thinking.  As depicted in the infograph, for p.r., this means sourcing what they’ve listed (eg. blogs, podcasts, infographics, whitepapers) along with what’s just over the horizon.

2. It’s not just about Content. This idea is captured by way of a quote from Amit Singhal (sr. vp at GOOGLE): “Fundamentally it’s not just about content. It’s about identity, relationships and content.”  One can not be considered separate from the other.

3. Quality Content at the Heart. Captured inside the image of the heart, is the message that what is most important is quality content to a targeted public.

The image of a body captures the idea of an integrated whole. Every element is important in order for the body (in this case the p.r. content strategy) to function at an optimal level.  Proof of this is provided in the stats that are listed along with the elements, from increased visibility (“blogs on company sites result in 55% more visitors”) to higher trust levels from customers (“blogs are 63% more likely to influence purchase decisions than a magazine”) to increased customer loyalty (“60% of customers feel more positive about a company after reading custom content on its site”).

While it’s identified for marketing, all of the content strategy elements outlined equally apply to public relations.


NUMBER TWO: CONTENT LIFE CYCLE MANAGEMENT (here)

a content

This infograph has alot of the same ideas as Number One – but without the details. It’s would serve as a great reminder  once you’ve got a good  handle on content strategy (like Number One gives you).  It’s a combination a “cheat sheet” and motivator! Just like the infograph above, it starts with a core principle:

Content for online brand visibility needs to be well written, fluid, dynamic and shared.

From there, you follow the path of key elements listed under each of these stages:

GATHER –> CURATE –> WRITE –> PUBLISH&SHARE –> RECYCLE!


NUMBER THREE: TELL A STORY WITH NUMBERS (here)

8 info

This infographic poses 8 “essential” questions to pose when designing an infographic.  However, when you read them – they’re also a great short list for planning ANY content strategy:

1. Do I really have something to say?
2. What’s the goal?
3. Who’s my audience?
4. Who’s the hierarchy, or emphasis? (or what?)
5. How will I tell the story?
6. What visual tools should I use?
7. Will it be engaging?
8. Who will I ask for feedback?

It’s a great checklist, especially for those of us at the learning stage.

***************

As great as these three infographs are they’re lacking. They don’t capture everything we need to consider to be successful.  For example, I’m currently (again) working on content for a webcast.  I can tell you that I could not accomplish what needs to get done without a Team.  It’s therefore no surprise to me that in this “Beginner’s Guide to Content Strategy for the Web” the number one “thing to know” is that content strategy requires teamwork.

Still, it seems to me that they’re a great tool – something to post on your wall and refer back to – whether you’re just starting out, or a seasoned content strategist.

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Comments
  1. meaghiller says:

    Really effective photo choices Janette! I like the connection between the harmonizing functions of the human body and the important elements that makes content strategy successful. I also found the last image very useful, when in the beginning stages of a new project organizing information with questions really helps identify exactly what you need.

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