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How to Create + Evaluate Content That Influences Results
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How to Create + Evaluate Content That Influences Results

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Results. Everyone wants them from digital content, whether to boost sales, advance a cause, or save on customer service costs. But how do you create content that influences results? And how do you …

Results. Everyone wants them from digital content, whether to boost sales, advance a cause, or save on customer service costs. But how do you create content that influences results? And how do you evaluate whether your content efforts are working? This workshop, based on the best-selling book Clout: The Art and Science of Influential Web Content, will help you answer those questions so your content is intelligent and influential.

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  • 1. Create + Evaluate Contentwith CLOUT Colleen Jones
  • 2.  Why is digital so complicated now?  What makes content influential?  How do you evaluate whether content is influential?content science © copyright 2011. all rights reserved. 3
  • 3. Not long ago… website userscontent science © copyright 2011. all rights reserved. 4
  • 4. Today… web ads microsite blog microsite mobile ads website mobile facebook website mobile tablet apps youtube twitter mobile phone users appscontent science © copyright 2011. all rights reserved. 5
  • 5. Today…  Technical support  Customer service  Marketing + sales  Product experiencecontent science © copyright 2011. all rights reserved. 6
  • 6. Tomorrow? web ads microsite blog microsite mobile ads website mobile facebook website mobile tablet apps youtube twitter mobile phone users apps car digital apps signage internet TVcontent science © copyright 2011. all rights reserved. 7
  • 7. What’s driving this complexity?Demand for content!
  • 8. ins cont eeeent!Me wa n t braaaa content science © copyright 2011. all rights reserved. 9
  • 9. It isn’t enough to have content. You needinfluential content.
  • 10. Is web content today…A.  Reliable?B.  Hit-or-miss?C.  Unreliable?
  • 11. 65% of participants reported web content today is “hit-or-miss” or “unreliable.” U.S. Findings, Content + Credibility Study, 2012
  • 12. Content with Even a Little CLOUTMost Web Content
  • 13. Worksheet ACLOUT
  • 14. Read Sample Acontent science © copyright 2011. all rights reserved. 15
  • 15. C redibleLOUT
  • 16. ns or Credib le Affiliatio Referencescontent science © copyright 2011. all rights reserved. 17
  • 17. C redibleL ikeableOUT
  • 18. Humorcontent science © copyright 2011. all rights reserved. 19
  • 19. C redibleL ikeableO utstanding or differentUT
  • 20. Timely Hook fo r Evergreen Co ntent ion Cr eative Applicat e of CDC Perspectiv Pop Culture Re ferencescontent science © copyright 2011. all rights reserved. 21
  • 21. C redibleL ikeableO utstanding or differentU seful or relevantT
  • 22. Explanatio n of Relev ance Tips + Advicecontent science © copyright 2011. all rights reserved. 23
  • 23. C redibleL ikeableO utstanding or differentU sefulT riggers attitude or action
  • 24. Fresh Perspec tive on Old Co ntentcontent science © copyright 2011. all rights reserved. 25
  • 25. Re ciprocity Calls to Actioncontent science © copyright 2011. all rights reserved. 26
  • 26. How do you know whether your content influences?By evaluating its results.
  • 27. Data will never tell you what to do. NOPE, NEVERcontent science © copyright 2011. all rights reserved. 28
  • 28. 1.  Measure quantitative.2.  Measure qualitative.3.  Connect to bigger result(s).
  • 29. “ Preparedness and public health are not the sexiest topics…we put out the same messages every year, and I wonder whether people even see those messages. Dave Daigle Preparedness Communications, CDCcontent science © copyright 2011. all rights reserved. 30
  • 30. Preparedness crashed the CDC server? 60,000 hits for 1 post in 1 day content science © copyright 2011. all rights reserved. 31
  • 31. CLOUT Indicators •  Number of web + mobile visitors •  Time on siteQuantitative •  DownloadsMeasures •  Conversions •  Number of calls or emailsQualitativeMeasuresConnection toResultscontent science © copyright 2011. all rights reserved. 32
  • 32. Preparedness delighted visitors?content science © copyright 2011. all rights reserved. 33
  • 33. Preparedness made headlines?content science © copyright 2011. all rights reserved. 34
  • 34. CLOUT Indicators •  Number of web + mobile visitors •  Time on siteQuantitative •  DownloadsMeasures •  Conversions •  Number of calls or emails •  Media mentions – number, frequency, + tone •  Comments on social – number, frequency,Qualitative theme, + toneMeasures •  References by other sites – number, tone •  Comments in surveys – theme + toneConnection toResults
  • 35. The ultimate result…. “ I thought it would get more pickup if I used zombies ... but what were seeing is incredible. Dave Daigle Preparedness Communications, CDCcontent science © copyright 2011. all rights reserved. 36
  • 36. CLOUT Indicators •  Number of web + mobile visitors •  Time on siteQuantitative •  DownloadsMeasures •  Conversions •  Number of calls or emails •  Media mentions – number, frequency, + tone •  Comments on social – number, frequency,Qualitative theme, + toneMeasures •  References by other sites – number, tone •  Comments in surveys – theme + tone •  Awareness - The content reached a lot ofConnection to people.Results •  Attitude - The content changed people’s view of being ready for an emergency.
  • 37. CLOUT Indicators •  Number of web + mobile visitors •  Time on siteQuantitative •  DownloadsMeasures •  Conversions •  Number of calls or emails •  Media mentions – number, frequency, + tone •  Comments on social – number, frequency,Qualitative theme, + toneMeasures •  References by other sites – number, tone •  Comments in surveys – theme + tone •  Customer calls + emails – theme + toneConnection to •  Action – Did people take preparation steps?Results
  • 38. EVALUATE CONTENTPick 1 new measure + how it will connect to your results.
  • 39. C ONTENT ZOMBIE. DON ’T BE Acontent science © copyright 2011. all rights reserved. 40
  • 40. Content + Credibility Study Phase 1 Report Available March 1 Pre-Order 15% Off: INTELLIGENT Code Expires Feb 29 content-science.com/the-study