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Six Steps for Building a Content Strategy: Government Edition (May, 2016)
Government agencies strive to provide high-quality, engaging content but are often left wondering if their content is effective and how it can be better organized across various layers of the organization. To answer these questions, government agencies need a strategic, coordinated, and user-centered approach to developing, delivering, and evaluating their content offerings. A content strategy bridges the gap between an organization’s goals and the target audiences’ needs, and develops performance measures to evaluate content. This presentation outlines six steps for creating a content strategy and provides recommendations on how this work should be completed by the global brand (leadership level), by the subunits (topic-specific groups), or through a collaborative effort between both groups.
This presentation was adapted from it's original cross-industry version and presented to the Department of Health and Human Services (HHS) Digital Council.
Get Linked In & Linked Up: Using Social Media for Professional Networking (May, 2016)
The best way to use social media for professional networking is to use it effectively in your day-to-day life. Through this presentation, you will learn how to: create a professional digital profile, find your voice and create fresh social media content, use LinkedIn and Twitter effectively for networking, and build lasting professional relationships.
This presentation was developed for the American Public Health Association (APHA) as part of their resources for early career professionals.
When Every Word Counts: Developing a Substance Abuse Communication Strategy on a Tight Budget (February, 2016)
Substance abuse is a complex public health issue that leaves many of today’s community organizations struggling and overwhelmed. With more Americans dying each year from drug overdoses than motor vehicle crashes, there’s a huge need for policy and communication teams to affect change at the local level. However, too often tight budgets lead to generalized messaging and outreach tactics. While initially appealing, the approach of reaching as many people as possible often lacks the message tailoring strategies needed to elicit behavior change. Developing an effective communication strategy can be challenging for anyone, especially community organizations working with limited planning and implementation budgets.
This presentation is an excerpt of the full training and provides an overview of the key steps in developing a substance abuse communication strategy. The full training includes details on drafting target audience personas, setting measureable communication goals, integrating traditional and digital media, leveraging storytelling best practices, developing effective calls-to-action, and tracking progress over time. This presentation was delivered at the Agents of Change Summit in San Diego, CA.
When Health Communications and Content Marketing Collide (October, 2015)
Many private sector organizations are forgoing traditional advertising tactics and turning to “content marketing,” which is the creation and dissemination of high-value content for marketing purposes. As the volume of this content continues to grow online, a tug-of-war is forming between big consumer brands and public health communicators. Competing for the same target audiences, health communications and content marketing are colliding in today’s digital world. View this presentation for examples of how brands are creating high-quality content and driving deep engagement, and learn strategies that health communicators can apply to public health messages. This presentation was delivered at the NIH Digital Health Summit in Bethesda, MD.