Frankencontent: clever ways to manage your stakeholders and avoid the horror of Catherine Toole, CEO, Sticky Content (15:00 - 15:30)
 

Frankencontent: clever ways to manage your stakeholders and avoid the horror of Catherine Toole, CEO, Sticky Content (15:00 - 15:30)

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Frankencontent. We all know that monster when we see it. Off-brand, off-message, off-the-wall – it’s what happens when too many stakeholders spoil the content. So what can you do when the ...

Frankencontent. We all know that monster when we see it. Off-brand, off-message, off-the-wall – it’s what happens when too many stakeholders spoil the content. So what can you do when the politics, culture and hierarchy of your organisation mean complex sign-off processes getting in the way of good content? Catherine Toole, Econsultancy’s Content Strategy trainer and Sticky Content CEO, shares practical tips on how to manage stakeholders, retain content quality and avoid creating a monster.

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  • Frankencontent: clever ways to manage your stakeholders and avoid the horror of content by committee10:35 - 10:55 / Track: EngagePre-book your sessionsFrankencontent. We all know that monster when we see it. Off-brand, off-message, off-the-wall – it’s what happens when too many stakeholders spoil the content. So what can you do when the politics, culture and hierarchy of your organisation mean complex sign-off processes getting in the way of good content? Catherine Toole, Econsultancy’s Content Strategy trainer and Sticky Content ceo, shares practical tips on how to manage stakeholders, retain content quality and avoid creating a monster.
  • We asked 400 content professionals: what’s the State of digital copywriting?
  • We asked 400 content professionals: what’s the State of digital copywriting?
  • How does this happen? Mashup of results of state of copywriting AMENDS, STAKEHOLDERS, PLANS BEING HIJACKED, NO BRIEF
  • http://www.kpmg.com/UK/en/Pages/default.aspx
  • http://www.kpmg.com/UK/en/IssuesAndInsights/ArticlesPublications/Pages/InternationalStrategyFutureMarketsFutureGrowth.aspx
  • http://www.kpmg.com/UK/en/IssuesAndInsights/ArticlesPublications/Pages/InternationalStrategyFutureMarketsFutureGrowth.aspx
  • Copy starts off so well (banking copy + brand + compliance + product + seo) and everyone adds something – a frogs leg of x and a batswing of y…. Suddenly it’s incomprehensible, unreadable, often too long for mobile etc.You work hard to earn what goes into your current account. So shouldn’t that account work hard too?Our Instant Sweep Saver takes any spare money you don’t need for your day-to-day life and puts it where it can earn more interest. But if you need it for anything, you can sweep it back at the touch of a button…It’s easy to switch to an instant sweep saver: simply go to www.newbank.co.uk/sweepsave and we’ll do the rest
  • Copy starts off so well (banking copy + brand + compliance + product + seo) and everyone adds something – a frogs leg of x and a batswing of y…. Suddenly it’s incomprehensible, unreadable, often too long for mobile etc.
  • S
  • tate of digital question 1: where do you expect to find the best copy… PRINT (mention the PA) hierarchy great editorial comes out of great editorial processes (rules, governance and NOT everyone entitled to publish)
  • Mobile first – readability (see KPMG)
  • digital –first writing, mobile first (mobile readability stats) scannable, modular,Newspaper has chosen an order of things: you read in an order/navigate through a setDigital is about reliquishing control of the reader (they may land from anywhere) share of attention (understand how people read online) – student consumption (7nthings simmutaneously) switch devices (start on a mobile finish on a PC/email triage)
  • Strong repeatable formats
  • The survey bears out that many of you are dealing still with too many stakeholders…
  • Divide up content inventory – what needs to be priority 1,2, 3
  • Our in a dantean circle of amends hell…
  • Let your
  • Amends come from lack of clarity at briefing – not enough briefs Have a statement of intent for everything you produce
  • Email from a client telling me how well this has worked…
  • Senior management causes the most problems
  • How do you get senior management on side? Build trust; demonstrate value; map to shared goals; be low-maintenance; make them look good.
  • Graveyard of bad content

Frankencontent: clever ways to manage your stakeholders and avoid the horror of Catherine Toole, CEO, Sticky Content (15:00 - 15:30) Frankencontent: clever ways to manage your stakeholders and avoid the horror of Catherine Toole, CEO, Sticky Content (15:00 - 15:30) Presentation Transcript

  • Frankencontent Clever ways to manage your stakeholders and avoid the horror of content by committee @catherinetoole #B2BConf
  • www.stickycontent.com © Sticky Content Limited 2
  • Horrible! www.stickycontent.com © Sticky Content Limited 3
  • © Sticky Content Limited
  • What makes Frankencontent? Source: State of Digital Copywriting Survey 2013 © Sticky Content Ltd www.stickycontent.com/survey © Sticky Content Limited
  • © Sticky Content Limited
  • © Sticky Content Limited
  • © Sticky Content Limited
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  • ♥ Wonderbank ♥ At Wonderbank, we know you work hard to earn what goes into your current account. Our Instant Sweep Saver® works hard too.  Sweep spare funds into a higher interest account: earn a higher rate of interest* on the cash you don’t need this month  Take control: you agree a monthly amount to keep – and sweep  Easy to manage: your Instant Sweep Saver® account sweeps automatically for you on set days of the month  Instant access: if you need it, sweep it back instantly** *Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions Interest rates terms and conditions AER **Instant sweeping cannot be guaranteed, in some circumstances funds may take up to 46 hours to sweep. Overdraft charges may be applied to Instant Sweep Saver accounts which fall into negative balance.
  • © Sticky Content Limited
  • © Sticky Content Limited
  • © Sticky Content Limited
  • 1. Educate & support © Sticky Content Limited
  • “Biggest challenge? People just don’t get what it is…” www.stickycontent.com 23
  • Winter walks in the UK: top 10 trails Hiking in the UK can be a rewarding, exciting activity for people of all ages and levels of experience. Mountain Warehouse has compiled a list of the top ten hikes to be found in diverse areas of the country, all for your walking pleasure. And when you’ve picked your hike, head to our Walking section and pick up all the gear you’ll need. 1. Tackle one of Yorkshire’s Three Peaks – Yorkshire Moors If you love to hike, but secretly fancy yourself as a bit of a climber, get up close and personal with the Pen-y-Ghent. Prepare yourself for an exhausting climb that offers fantastic views and an exhilarating descent. At the bottom you’ll find a gaping hole that extends two hundred feet down into an underground river. 2. Hike to a medieval tower – Glastonbury, Somerset Not just the home of loud guitars and hippies, Glastonbury is actually one of the most mystical places in England, with holy wells and crumbling towers steeping the landscape in history. Start at the Chalice Well, and take the path to the top of Glastonbury Tor and its medieval tower. 3. Take on Striding Edge – Lake District Like a little terror with your trekking? Striding Edge is a notoriously precarious walk, and only for the hardiest of hearts (and most dedicated of mountain lions). This is a winding, narrow path that leads up from Red Tarn to the summit of Helvellyn, in the Lake District. 4. Journey along the Coast to Coast – Lake District to Robin Hoods Bay England's classic "Coast-to-Coast" walk is thought of by some as one of the top ten hikes in the world. It traverses a long distance, from the Irish Sea to the North Sea, snaking through three national parks: the Lake District, the Yorkshire Dales and the beautiful plains of the North Yorkshire Moors. 5. Challenge yourself on England’s longest hike – Somerset to Dorset The longest of the long England hikes has got to be the South-West Coast Path – at 630 miles. It will send you soaring to the heavens then plunging to sea level in the blink of an eye. You can also expect sleepy fishing towns, bleak, antiquated landscapes and sandy beaches with dramatic waves. 6. Walk along Hadrian’s Wall – Solwat Firth to the Tyne River Built in 122AD to mark the northernmost outpost of the Roman Empire, Hadrian’s Wall provides a historically rich spine from which numerous different routes begin. Both scenically stimulating and an authentically educational experience, choose your route and go accompanied by one of the most impressive examples of ancient engineering known to the modern world. 7. Climb to the top of Ben Nevis – Fort William, Scotland The hike up to the UK’s highest mountain is perhaps one for more experienced hikers, as it is not without its dangers. The summit is 1,344m up, so leave plenty of time for your ascent. The panoramic splendour of the view at the top is worth every trudging footprint.
  • 8. See prehistoric rocks on the Malvern Hills – Worcestershire and Herefordshire A miniature mountain range, these hills contain some of the oldest rocks in Britain at 650 million years old. Prehistoric, challenging and steeped in history – what’s not to love? If you want to experience the thrill of mountain climbing without the terrifying altitude, the Malvern Hills is the place for you. 9. Walk along the white cliffs of Dover – Dover, Sussex Discover the world famous white cliffs with this steep and dramatic walk. The legendary coastal path offers unparalleled views of the English Channel and France. Other sights include the crumbling remains of a military prison and an abundance of rare plants and wildlife 10. Hike to the top of Sugar Loaf – Brecon Beacons, Wales This rocky – and sometimes treacherous – walk leads to the 600m high Sugar Loaf, one of the most popular landmarks in Wales. Its highest point is a winding ridge that offers great views of the Bristol Channel and the Malvern Hills. It can be dangerous, but as long as you come prepared hiking at the Brecon Beacons should be a breeze. Found a hike that excites you? Pick up all the equipment and clothing you’ll need in our Walking section.
  • • Email subject line
  • • Homepage teaser • Tweet • Related products link
  • • Landing page snippet / A-Z entry
  • • Mobile site
  • • Tablet site
  • 2. Limit numbers & scope © Sticky Content Limited
  • www.stickycontent.com 37
  • © Sticky Content Limited
  • 3. Limit them in time/amends © Sticky Content Limited
  • www.stickycontent.com 40
  • © Sticky Content Limited
  • © Sticky Content Limited
  • “At the very least, have a statement of intent for every content item you produce...”
  • 4. Stop asking for ‘feedback’! © Sticky Content Limited
  • 5. Know thy enemies © Sticky Content Limited
  • www.stickycontent.com 51
  • How will you tame senior management? • • • • • build trust demonstrate value map strategy to shared goals be low-maintenance make them look good Image copyright Disney Corporation.
  • © Sticky Content Limited
  • © Sticky Content Limited
  • RIP Bad content © Sticky Content Limited
  • Come and see us at our Stand 4 for: • a free copy of the State of Digital Copywriting survey • a voucher to save £50 on any of our training courses follow us @catherinetoole @stickycontent #B2BConf www.stickycontent.com