{
    "version" : "https://jsonfeed.org/version/1",
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    "title" : "The Content Corner: On-The-Fly Content Strategies (Round-offs, Back Handsprings, & Double Twisting Layouts Not Required) |Digital.gov",
    "description": "The Content Corner: On-The-Fly Content Strategies (Round-offs, Back Handsprings, & Double Twisting Layouts Not Required)",
    "home_page_url" : "/preview/gsa/digitalgov.gov/replace-hugo-links-4-migration-archive/","feed_url" : "/preview/gsa/digitalgov.gov/replace-hugo-links-4-migration-archive/2016/08/08/the-content-corner-on-the-fly-content-strategies-round-offs-back-handsprings-and-double-twisting-layouts-not-required/index.json","item" : [
    {"title" :"The Content Corner: On-The-Fly Content Strategies (Round-offs, Back Handsprings, \u0026 Double Twisting Layouts Not Required)","summary" : "As effective marketers and communicators, we are constantly seeking new and improved ways to reach our audience or customer base. These days, our “online lives” intersect with every activity we are involved in, so timeliness is essential. With fresh ideas and engaging, perhaps interactive, content, we can literally make a difference in the lives of our","date" : "2016-08-08T10:00:55-04:00","date_modified" : "2025-02-14T09:43:36-05:00","authors" : {"kyle-s-richardson" : "Kyle S. Richardson"},"topics" : {
        
            "content-strategy" : "Content strategy",
            "product-and-project-management" : "Product and project management",
            "social-media" : "Social media"
            },"branch" : "replace-hugo-links-4-migration-archive",
      "filename" :"2016-08-08-the-content-corner-on-the-fly-content-strategies-round-offs-back-handsprings-and-double-twisting-layouts-not-required.md",
      
      "filepath" :"news/2016/08/2016-08-08-the-content-corner-on-the-fly-content-strategies-round-offs-back-handsprings-and-double-twisting-layouts-not-required.md",
      "filepathURL" :"https://github.com/GSA/digitalgov.gov/blob/replace-hugo-links-4-migration-archive/content/news/2016/08/2016-08-08-the-content-corner-on-the-fly-content-strategies-round-offs-back-handsprings-and-double-twisting-layouts-not-required.md",
      "editpathURL" :"https://github.com/GSA/digitalgov.gov/edit/replace-hugo-links-4-migration-archive/content/news/2016/08/2016-08-08-the-content-corner-on-the-fly-content-strategies-round-offs-back-handsprings-and-double-twisting-layouts-not-required.md","slug" : "the-content-corner-on-the-fly-content-strategies-round-offs-back-handsprings-and-double-twisting-layouts-not-required","url" : "/preview/gsa/digitalgov.gov/replace-hugo-links-4-migration-archive/2016/08/08/the-content-corner-on-the-fly-content-strategies-round-offs-back-handsprings-and-double-twisting-layouts-not-required/","content" :"\u003cp\u003eAs effective marketers and communicators, we are constantly seeking new and improved ways to reach our audience or customer base. These days, our “online lives” intersect with every activity we are involved in, so timeliness is essential. With fresh ideas and engaging, perhaps interactive, content, we can literally make a difference in the lives of our audience. \u003cdiv class=\"image\"\u003e\n  \u003cimg\n    src=\"https://s3.amazonaws.com/digitalgov/_legacy-img/2016/08/600-x-404-Hands-of-gymnast-alexemanuel-iStock-Thinkstock-465458826-1.jpg\"\n    alt=\"Hands of gymnast.\"/\u003e\u003c/div\u003e\n\n\u003c/p\u003e\n\u003cp\u003eMuch of this can be developed and organized through a \u003ca href=\"/preview/gsa/digitalgov.gov/replace-hugo-links-4-migration-archive/2015/07/27/the-content-corner-supporting-your-content/\"\u003ewell thought-out content calendar in advance\u003c/a\u003e that seeks to \u003ca href=\"/preview/gsa/digitalgov.gov/replace-hugo-links-4-migration-archive/2015/03/02/the-content-corner-catching-a-wave/\"\u003ealign our content with upcoming events and trends\u003c/a\u003e that our audience is interested in. But oftentimes, a movement can seemingly come out of nowhere (such was the case with \u003ca href=\"http://find.digitalgov.gov/search?utf8=%E2%9C%93\u0026amp;affiliate=digitalgov\u0026amp;query=Pokemon\"\u003ePokemon Go\u003c/a\u003e) and really dominate the online conversation, causing us to evaluate mid-operation the content that we are putting out.\u003c/p\u003e\n\u003cp\u003eShould we enter the convo (what some may call ‘hijack the hashtag’)? If done with tact, \u003ca href=\"/preview/gsa/digitalgov.gov/replace-hugo-links-4-migration-archive/2015/09/21/the-content-corner-harness-the-power-of-user-generated-content/\"\u003ethere’s a potential huge opportunity to insert your brand\u003c/a\u003e with an on-the-fly \u003ca href=\"/preview/gsa/digitalgov.gov/replace-hugo-links-4-migration-archive/2015/03/23/the-content-corner-building-a-content-strategy/\"\u003econtent strategy\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eAs much as we can, \u003ca href=\"/preview/gsa/digitalgov.gov/replace-hugo-links-4-migration-archive/2015/07/27/the-content-corner-supporting-your-content/\"\u003ewe must prepare ahead of time\u003c/a\u003e if we want this to be successful and not come out looking overtly opportunistic and inauthentic. This certainly starts with having a solid grasp of our brand’s message, and our content—near-ready for posting and easily accessible at a moment’s notice.\u003c/p\u003e\n\u003cp\u003eWe must deliver content in a contextually relevant way. Delivering the right piece of content at the right time through the right channel is as much an art as it is a science. Of course, you \u003ca href=\"http://www.fifa.com/worldcup/organisation/marketing/brand-protection/prohibited-marketing/index.html\"\u003edon’t want to be a culprit of ambush marketing\u003c/a\u003e, and certainly not tied to the clickbait links lurking all over internet articles and social media, which often leaves readers feeling tricked, cheated, or otherwise dissatisfied. \u003cdiv class=\"image\"\u003e\n  \u003cimg\n    src=\"https://s3.amazonaws.com/digitalgov/_legacy-img/2016/08/600-x-402-Aug-6-2016_Dept-of-State_The-Venue-for-Olympic-Beach-Volleyball-on-the-Copacobana-Beach-at-the-2016-Summer-Olympics-in-Rio-1.jpg\"\n    alt=\"The Venue for Olympic Beach Volleyball on the Copacabana Beach at the 2016 Summer Olympics in Rio, taken August 6, 2016.\"/\u003e\u003cp\u003eU.S. Department of State, flickr\u003c/p\u003e\u003c/div\u003e\n\n\u003c/p\u003e\n\u003cp\u003eOver the next few weeks, Olympic discussion is set to dominate the news cycle and brands will be anxiously seeking to find a way to grow their audience and reach millions of potential customers. But be aware, the \u003ca href=\"http://www.bbc.com/news/blogs-trending-36915565\"\u003eUS Olympic Committee (USOC) issued a memo\u003c/a\u003e in advance of the Rio Olympics warning that non sponsors’ online accounts should not reference any Olympic results, share, or retweet anything from the official Olympic account, or use official hashtags including #Rio2016 and #TeamUSA.\u003c/p\u003e\n\u003cp\u003eHow does that affect those of us in the government? Mike Kruger at the Department of Commerce (DOC) recommends we talk with our agency’s general counsel, as the “USOC has special statutory privileges not extended to other organizations.”\u003c/p\u003e\n\u003cp\u003eThe \u003ca href=\"https://www.uspto.gov/\"\u003eU.S. Patent and Trademark Office\u003c/a\u003e (USPTO) reviewed the memo and the law around usage and it turns out that certain terms and logos of the USOC have special statutory protections (see \u003ca href=\"https://www.law.cornell.edu/uscode/text/36/220506\"\u003e36 U.S.C. § 220506\u003c/a\u003e). Per USPTO and DOC general counsel:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eDo NOT use any USOC logos or images EVER\u003c/li\u003e\n\u003cli\u003eDo NOT use the USOC hashtags for promotion of USG\n\u003cul\u003e\n\u003cli\u003eUnacceptable – “#Rio2016 is happening in Brazil. Learn how @TradeGov can help your business export to Brazil”\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/li\u003e\n\u003cli\u003eUSG likely can meet an exception for use of the hashtags and terms IF YOU MEET an educational standard\n\u003cul\u003e\n\u003cli\u003eAcceptable –  “The Olympic Flame is a trademarked image, dating back to 1912. #Rio2016” (see additional acceptable USPTO examples from the Sochi Olympics below)\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eSaid Mike, “You can AND SHOULD review the specific guidelines covering use for editorial purposes, by community organizations, and for educational purposes \u003ca href=\"http://www.teamusa.org/brand-usage-guidelines\"\u003eavailable here\u003c/a\u003e.”\u003c/p\u003e\n\u003cblockquote class=\"twitter-tweet\"\u003e\u003cp lang=\"en\" dir=\"ltr\"\u003eUSPTO wishes \u003ca href=\"https://twitter.com/hashtag/TeamUSA?src=hash\u0026amp;ref_src=twsrc%5Etfw\"\u003e#TeamUSA\u003c/a\u003e all the best at \u003ca href=\"https://twitter.com/hashtag/Sochi2014?src=hash\u0026amp;ref_src=twsrc%5Etfw\"\u003e#Sochi2014\u003c/a\u003e. DYK this is a registered \u003ca href=\"https://twitter.com/hashtag/trademark?src=hash\u0026amp;ref_src=twsrc%5Etfw\"\u003e#trademark\u003c/a\u003e? \u003ca href=\"https://twitter.com/hashtag/WinterGamesIP?src=hash\u0026amp;ref_src=twsrc%5Etfw\"\u003e#WinterGamesIP\u003c/a\u003e \u003ca href=\"https://twitter.com/USOlympic?ref_src=twsrc%5Etfw\"\u003e@USOlympic\u003c/a\u003e \u003ca href=\"http://t.co/mGr7C8SHwo\"\u003epic.twitter.com/mGr7C8SHwo\u003c/a\u003e\u003c/p\u003e\u0026mdash; USPTO (@uspto) \u003ca href=\"https://twitter.com/uspto/status/431481829195931648?ref_src=twsrc%5Etfw\"\u003eFebruary 6, 2014\u003c/a\u003e\u003c/blockquote\u003e\n\u003cscript async src=\"https://platform.twitter.com/widgets.js\" charset=\"utf-8\"\u003e\u003c/script\u003e\n\n\n\u003cblockquote class=\"twitter-tweet\"\u003e\u003cp lang=\"en\" dir=\"ltr\"\u003eBefore luging was popular, Orson Welles made sleds cool. \u003ca href=\"https://twitter.com/hashtag/luge?src=hash\u0026amp;ref_src=twsrc%5Etfw\"\u003e#luge\u003c/a\u003e \u003ca href=\"https://twitter.com/hashtag/WinterGamesIP?src=hash\u0026amp;ref_src=twsrc%5Etfw\"\u003e#WinterGamesIP\u003c/a\u003e \u003ca href=\"https://twitter.com/USOlympic?ref_src=twsrc%5Etfw\"\u003e@USOlympic\u003c/a\u003e \u003ca href=\"https://twitter.com/hashtag/TeamUSA?src=hash\u0026amp;ref_src=twsrc%5Etfw\"\u003e#TeamUSA\u003c/a\u003e \u003ca href=\"https://twitter.com/hashtag/Sochi2014?src=hash\u0026amp;ref_src=twsrc%5Etfw\"\u003e#Sochi2014\u003c/a\u003e \u003ca href=\"https://twitter.com/hashtag/patent?src=hash\u0026amp;ref_src=twsrc%5Etfw\"\u003e#patent\u003c/a\u003e \u003ca href=\"http://t.co/hMGqFd5Z3a\"\u003epic.twitter.com/hMGqFd5Z3a\u003c/a\u003e\u003c/p\u003e\u0026mdash; USPTO (@uspto) \u003ca href=\"https://twitter.com/uspto/status/433981593019879424?ref_src=twsrc%5Etfw\"\u003eFebruary 13, 2014\u003c/a\u003e\u003c/blockquote\u003e\n\u003cscript async src=\"https://platform.twitter.com/widgets.js\" charset=\"utf-8\"\u003e\u003c/script\u003e\n\n\n\u003cp\u003eSo how can you tap Into the Olympic Games convo without annoying the USOC? Generally speaking, avoid making direct reference to the Olympics and using their hashtags, and instead, consider inserting your brand into the surrounding discussion.\u003c/p\u003e\n\u003cp\u003eTalk to your lawyers and take some calculated risks, or \u003ca href=\"/preview/gsa/digitalgov.gov/replace-hugo-links-4-migration-archive/2015/03/02/the-content-corner-catching-a-wave/\"\u003elatch onto surrounding fan trends\u003c/a\u003e and inspire a new, more interesting perspective for your team to explore, while having some fun and showcasing your brand in a fun and engaging way, without running into any entanglements.\u003c/p\u003e\n\u003cp\u003eHere’s a popular hashtag or two you could use: #bomdia, #riodejaniero, #familia, #brasil, #rio\u003c/p\u003e\n\u003cp\u003eHow about your agency or organization – do you have an ‘on-the-fly’ content strategy? What’s your content plan for the Olympics? \u003cdiv class=\"image\"\u003e\n  \u003cimg\n    src=\"https://upload.wikimedia.org/wikipedia/commons/5/52/Gymnastics_0000.gif\"\n    alt=\"An animated gif of a young gymnast practicing a Yurchenko Vault.\"/\u003e\u003c/div\u003e\n\n\u003c/p\u003e\n"}
  ]
}