{"id":834,"date":"2011-04-27T06:50:43","date_gmt":"2011-04-27T10:50:43","guid":{"rendered":"https:\/\/meetcontent.com\/?p=834"},"modified":"2017-04-20T00:01:17","modified_gmt":"2017-04-20T04:01:17","slug":"planning-for-content-delivery-consumption-and-context","status":"publish","type":"post","link":"https:\/\/meetcontent.com\/blog\/planning-for-content-delivery-consumption-and-context\/","title":{"rendered":"Planning for Content Delivery, Consumption and Context"},"content":{"rendered":"
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Plan for the context in which content is consumed.<\/figcaption><\/figure>\n

In Monday’s post, Georgy talked about transmedia storytelling in higher ed<\/a>—using multiple content delivery methods to support your institution’s story. This topic opens the door to a discussion on how you plan for content delivery and consumption that are contextually relevant for your audiences. With all the content delivery methods at our disposal, how do we know what content is most effective for the message, content type and target audience?<\/p>\n

Content consumption is now an integral part of our daily lives. We consume content via email, web search, RSS feeds—including blogs. We follow tweets on Twitter, updates on Facebook, video on YouTube, product descriptions on Amazon. We use smartphones to read location-sensitive reviews on Yelp and Fandango, recommendations by friends on Foursquare, as well as news alerts and texts. And, of course, there are newspapers, magazines, radio and television programs, billboards and so on.<\/p>\n

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Content is made relevant by the context in which it is perceived.<\/div>\n<\/div>\n

All of this content is made relevant by the context in which it is perceived. I don’t read food blogs, but if I’m out with friends and looking for a spot with good guacamole, a local restaurant review is exactly what I need on my smartphone. When I research topics online, I prefer text over interactive content as it’s easier to search and save, but when I’m with friends or browsing with my Sunday morning coffee, interactive content can be more entertaining.<\/p>\n

How can higher education institutions take advantage of different content delivery methods to improve content relevance for their audiences?<\/p>\n

Evaluating Content Delivery<\/h2>\n

Content delivery is the way in which we make content available to our audience. Our aim is to publish content using delivery methods that increase relevance by enhancing usability and usefulness. But how do we plan for the context in which content is consumed? How do the content delivery methods themselves affect the context?<\/p>\n

One area where the topic of delivery is particularly pertinent is mobile content. The shift from consuming content on desktop computers to anywhere<\/em> challenges publishers to plan for more diverse content consumption scenarios. It’s not enough to consider what our users want, we must also plan for how, where, and when they want it.<\/p>\n

A content strategy helps determine appropriate delivery methods to target audiences with useful, usable and contextually relevant content. To deliver our content effectively we need to answer some tough questions.<\/p>\n

How are people consuming our content?<\/h3>\n
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We have to break our traditional publishing mindset and imagine the new ways people find and consume our content.<\/div>\n<\/div>\n

"In today\u2019s new digital landscape both consumers and businesses are reading (and publishing) for different reasons, in a completely different manner, because<\/em> of the different mediums," says Ian Alexander of Eat Media<\/a>. Indeed, we have to break our traditional publishing mindset and imagine the new ways people find and consume our content.<\/p>\n

Do people use a desktop or laptop computer? Do they use an iPad or iPhone? Do they use RSS, Google Alerts, Twitter, Facebook? How about Instapaper, Svpply or Readability?<\/a><\/p>\n

What content of ours are people consuming?<\/h3>\n

Are people viewing event photos or admissions-process information? Are they following tweets or reading articles in the library database?<\/p>\n

To understand what content is useful and valuable, you can evaluate what content is consumed and sought. In addition to analyzing existing content, also analyze non-existing content. What are people searching for on your website but not finding? This insight is incredibly valuable for content planning.<\/p>\n

Where and when are people consuming our content?<\/h3>\n

Are users consuming your content in their house, in Starbucks, in a car? Are they consuming content during the morning, afternoon or weekend? <\/p>\n

Video content is increasingly popular, but if your audience is consuming content during the day from the library or their office, they may not be able to watch videos without disrupting people around them. Conversely, if your audience is consuming content with friends during the evening or weekend from their dorm room or apartment, video may be more engaging and shareable.<\/p>\n

Why are people consuming our content?<\/h3>\n
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If you don\u2019t establish your users\u2019 intent for consuming content, then you won\u2019t be able to effectively meet their needs.<\/div>\n<\/div>\n

"Why?" is the cornerstone question for any content strategy. The answers inform what content is needed to be useful and relevant.<\/p>\n

Are people looking for directions? Are they trying to register for classes? Are they trying to find faculty members\u2019 email addresses? Are they looking for the dining hall hours? Are they looking for employment benefits information?<\/p>\n

If you don\u2019t establish your users\u2019 intent for consuming content, then you won\u2019t be able to effectively meet their needs.<\/p>\n

Who are the people consuming your content?<\/h3>\n

Once you understand the how, what, where, when and why, you can start to answer who?<\/em><\/p>\n

For content delivery planning, creating personas is a valuable exercise. Understanding your different audiences allows you to imagine real-life examples of how people interact with your content.<\/p>\n

To learn about creating user personas, check out:<\/p>\n