21NTC Session
Marketing/Communications

Beyond TikToks & Tweets: Long Form Content Strategy

Description

The standard advice for online content is to keep it short.  But what if your content demands more than 10 second TikToks and 280 character Tweets? If you publish reports, resource guides, toolkits, or similar long-form content, you need to think beyond the PDF with a digital-first content strategy.  We’ll cover:

  • Authoring/Editing workflows that make sense
  • Content inventory that helps you think outside the PDF
  • Tips for more engaging writing and design
  • Maximize your content reuse
  • Package and promote your content across all your channels
  • Web analytics that show you how your audience reads, not just what they read

Don’t just upload the PDF and forget about it! Give your audience the engaging digital experience they expect. It starts with a content strategy tailored to your long-form content.


Session Type

60 minute session

Learning Outcomes

  • Structure long-form content (25+ page reports, resources guides, toolkits, etc) for a digital-first, print-second audience
  • Package, promote, and repurpose long-form content for social, email, and other communications channels
  • Use web analytics to understand how people read these documents

Target Audience

Marketing & Communications, Content Authors & Editors, Web Team

Tags

AnalyticsContent StrategyStorytellingWebsites

Speakers

Nathan Gasser

President & Executive Chef

Report Kitchen

Nathan Gasser is president and Executive Chef of Report Kitchen.

Report Kitchen helps organizations publish large, structured documents including research reports, policy papers, toolkits, resource guides, etc. Our unique process converts large MS Word or PDF files into engaging, web-friendly content, optimized for mobile and social. Enhanced with video, interactive data visualization, reader feedback and more; and wired with extensive analytics, content published with Report Kitchen delivers a better experience and greater impact than PDF or static pages.

Emily Patterson

Principal

Bee Measure

Emily Patterson founded Bee Measure in 2016 to help nonprofit organizations of all sizes understand their audiences and measure their digital outreach. She specializes in turning spreadsheets of data into practical digital strategy insights and tangible improvements to content and design.

Emily works specifically with nonprofit communication teams and the digital agencies that serve them. She focuses on democratizing data, helping teams get the skills they need to understand their metrics and make data-driven decisions. She has worked with World Wildlife Fund, Better Business Bureau, UN Environment, Rainforest Alliance, Smithsonian, and more.

Before starting Bee Measure, Emily was the Sr. Manager for Digital Analytics at Public Broadcasting Service. There, she helped PBS get insight into their diverse audience and create easy-to-use websites and applications.

When she’s not getting nerdy at work, Emily enjoys skiing, camping, and reading. She is a PMI-certified Project Management Professional. Emily is also a board member for the Social Marketing Association of North America and a DC chapter lead for the Digital Analytics Association.

Chandra Hayslett

Communications Director

Center for Constitutional Rights

Chandra M. Hayslett is the Communications Director at the Center for Constitutional Rights. She is responsible for leading the overall development of communications strategy and guiding the department’s coordination with the Legal and Advocacy Departments and case-specific communications plans.

Prior to coming to the Center for Constitutional Rights, she was a Managing Supervisor at G&S Business Communications, where she provided strategic counsel and developed branding and integrated marketing communications campaigns to grow businesses and position executives as industry thought leaders.

Prior to G&S, Chandra was Director of Communications for StudentsFirstNY, where she used traditional and social media tactics to change the conversation around education reform issues. Chandra also served as Director of Communications and Marketing for First Baptist Church of Lincoln Gardens/Central Jersey Community Development Corp., a 7,000-member multi-cultural church and leader in the faith-based community-development movement focused on financial wellness, housing, and employment and economic development. Before transitioning into public relations, Chandra spent 11 years as newspaper reporter covering K-12 education, court cases, and politics.

Chandra has a Bachelor of Arts in African-American Studies from the University of Tennessee (Knoxville). Honors include a Pulitzer Prize staff award for breaking news at The Star-Ledger; Society of Professional Journalists’ Deadline Reporting Award; Gannett Newspapers’ Project Enterprise Well Done Citation; The Home News Tribune’s Rising Star Reporter’s Honor; Responsible Journalism Award from the New Jersey Press Association; Best New Diversity Initiative by the PR Council and PRWeek; and a 2019 finalist in non-profit branding competition by PR News.

Details

Day

Thursday
March 25, 2021

Time

9:45am – 10:45am