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Making content matter spectrum 2012

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Pamela Kostur's presentation at STC Rochester's Spectrum 2012. This presentation shows examples of problematic content and describes how to plan for effective content.

Pamela Kostur's presentation at STC Rochester's Spectrum 2012. This presentation shows examples of problematic content and describes how to plan for effective content.

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  • The key elements of making your content matter

Making content matter spectrum 2012 Making content matter spectrum 2012 Presentation Transcript

  • Rochester April 22-23, 2012Rochester Institute of Technology Rochester, NY
  • Parallax CommunicationsContent first. Making Your Content Matter Pamela Kostur Parallax Communications Spectrum 2012, Rochester NY
  • I’m becoming a content curmudgeonI spend a lot of time looking at content I do it for work And, because it’s there and I can’t help itIt’s not hard to find confusing content, orcontent that’s just weird © Parallax Communications 2012 Content first.
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  • Is there a procedure somewhere in here?© Parallax Communications 2012 Content first.
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  • © Parallax Communications 2012 Content first.
  • But all I’m doing is renewing a book, or trying to…© Parallax Communications 2012 Content first.
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  • © Parallax Communications 2012 Content first.
  • Website PDF available on website© Parallax Communications 2012 Content first.
  • © Parallax Communications 2012 Content first.
  • © Parallax Communications 2012 Content first.
  • OriginalAmendment Is it just me? © Parallax Communications 2012 Content first.
  • © Parallax Communications 2012 Content first.
  • Oh my!What? Some of my information? Immediate access? © Parallax Communications 2012 Content first.
  • What do they do?© Parallax Communications 2012 Content first.
  • Can you distinguish among thesebusiness solution categories? © Parallax Communications 2012 Content first.
  • How badly do they want me to vote? © Parallax Communications 2012 Content first.
  • How can this possibly happen? © Parallax Communications 2012 Content first.
  • Good content doesn’t just happen.You need to plan for it. © Parallax Communications 2012 Content first.
  • Your plan must consider…What content?For which initiatives and projects?For whom?What do you want them to know/do?How can the content help the users, and yourorganization? © Parallax Communications 2012 Content first.
  • Document your planInclude answers to your questionsState exactly what you will need from whom,at which phase Resources TimeProvide timelines for what you need and forwhat you’ll deliverWrite it in terms everybody on your teamunderstands © Parallax Communications 2012 Content first.
  • Implement your planFor individual projects, it can be as simple asa kick-off meeting or phone callFor changes to your entire documentationapproach, you need to practice persuasion © Parallax Communications 2012 Content first.
  • Persuasion is all about relationships © Parallax Communications 2012 Content first.
  • Sell your plan Create a connection Be authentic Be honest Be reciprocalExcellent book. I highly recommend it!Dickinson, Arlene. Persuasion. HarperCollins, 2011. © Parallax Communications 2012 Content first.
  • How will what you are proposing help your company? © Parallax Communications 2012 Content first.
  • AuthenticityBe true to yourselfBe sure of what you want, believe in itIf you don’t seem sure of yourself, you’ll behard to believe © Parallax Communications 2012 Content first.
  • Honesty“Listen, we really screwed up on that lastproject, so I think we need to make somechanges…”Tell the truth to others about what you areaskingDon’t promise what you can’t deliverAdmit it if you don’t know something © Parallax Communications 2012 Content first.
  • ReciprocityWhat’s in it for them?If you don’t know, figure it outBe specific about how your content plan willhelp your organization © Parallax Communications 2012 Content first.
  • It’s not about you! © Parallax Communications 2012 Content first.
  • Content initiatives must be…Understandable and relevant to businessexecutivesConnected to business outcomes Introduction of new products and services Improved customer loyalty and satisfaction Increased gross margins Increased market share © Parallax Communications 2012 Content first.
  • Demonstrate how content initiativescontribute favorably to these outcomes © Parallax Communications 2012 Content first.
  • There is no foolproof way to measure content effectiveness © Parallax Communications 2012 Content first.
  • How to measure?Lots of info available on Web content Marketing contentKnow what you want to measure Knowing what will help you to decide how © Parallax Communications 2012 Content first.
  • Here are some tipsDon’t worry about exact numbersDefine what you’re measuring How do you define contentIdentify the content’s functionDescribe the content’s characteristicsAssign values to content functions &characteristics © Parallax Communications 2012 Content first.
  • Then, you’re set to measureMeasure in different waysEstablish a baselineMeasure regularlyWatch your budgetGet your peers to help you © Parallax Communications 2012 Content first.
  • © Parallax Communications 2012 Content first.
  • Making your content matterUnderstand that your content has valueUnderstand that no matter how hard you try,your content may fall shortDo everything in your power to maximize itsvalue © Parallax Communications 2012 Content first.
  • Making content matter means…Asking the right questions At the right timePosing them to the right people In the right way Exercising persuasionConnecting content initiatives to businessoutcomesMeasuring your efforts © Parallax Communications 2012 Content first.
  • Making content matter means finding the answers to your questions © Parallax Communications 2012 Content first.
  • Content. Users. Strategy Context. Tactics. © Parallax Communications 2012 Content first.
  • Join the discussion on LinkedIn. © Parallax Communications 2012 Content first.
  • Pamela Kosturpkostur@parallax.ca @Pamela_Parallax 416.850.0636 parallax.ca © Parallax Communications 2012 Content first.
  • Rochester Conference evaluation link:https://www.surveymonkey.com/s/Spectrum2012- ConferenceEvaluation Session evaluation link:https://www.surveymonkey.com/s/Spectrum2012- SessionEvaluation