Heather O’Neill!
@hlrjo
http://isurvivedmycontentstrategy.com

CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Too Much Text
CONFIDENTIAL - DO NOT DISTRIBUTE
Too Much Text
No One Cares
CONFIDENTIAL - DO NOT DISTRIBUTE
Too Much Text
No One Cares
Side to Side Navigation?!
CONFIDENTIAL - DO NOT DISTRIBUTE
Too Much Text
No One Cares
Side to Side Navigation?!
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Why should you care?
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Nothing says more
about what you think
of your users than
error messages.
Scott Berkun
http://scottberkun.com/essays/10-th...
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Caveats, Provisos,
& Quid Pro Quos
CONFIDENTIAL - DO NOT DISTRIBUTE
I am not a Content Strategist
CONFIDENTIAL - DO NOT DISTRIBUTE
Content Strategy encompasses 
more than I will discuss today
CONFIDENTIAL - DO NOT DISTRIBUTE
Hire a real Content Strategist 
for best results
The Survival Guide
Survival Tactic 1: Back Away 
Survival Tactic 2: Stay on the Trail
Survival Tactic 3: Test for Safety
C...
CONFIDENTIAL - DO NOT DISTRIBUTE
“Who Cares?” 
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
High Level Goal: 
•  Increase Product Success (exposure, sales)
•  Increase Team Producti...
It is better to design for
one real person – even if
they're not the right
person – than to design
for "everyone."
CONFIDE...
CONFIDENTIAL - DO NOT DISTRIBUTE
Survival Skill Mastered:
CONFIDENTIAL - DO NOT DISTRIBUTE
Focus
“The Elevator Pitch” 
CONFIDENTIAL - DO NOT DISTRIBUTE
Core Message

Above the Fold helps software
companies improve the design &
experience of their web and
mobile applications...
Core Message

Above the Fold solves users’
problems through design. 

CONFIDENTIAL - DO NOT DISTRIBUTE
Core Message

Above the Fold solves users’
problems through design. 

CONFIDENTIAL - DO NOT DISTRIBUTE
Get down to the
essence of what
people need to know
about you.
CONFIDENTIAL - DO NOT DISTRIBUTE
Survival Skill Mastered:
CONFIDENTIAL - DO NOT DISTRIBUTE
Focus
Clarity
“Speak the Language” 
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Voice & Tone Table








https://blog.gathercontent.com/a-simple-tool-to-guide-tone-of-...
CONFIDENTIAL - DO NOT DISTRIBUTE
ATF’s Table
If we want users to like our
software we should design
it to behave like a likeable
person: respectful,
generous and helpf...
CONFIDENTIAL - DO NOT DISTRIBUTE
Survival Skill Mastered:
CONFIDENTIAL - DO NOT DISTRIBUTE
Focus
Clarity
Empathy
Message
Hierarchy
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
“Tell Your Story” 
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Why are customers coming to ATF?
•  Be impressed
•  Establish/confirm skills & expertise
•...
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Something about making a
good first impression.
CONFIDENTIAL - DO NOT DISTRIBUTE
Something about making a
good first impression.
…make your users love it
immediately and t...
Just get the ideas out
there on paper. Once
you know the story,
you can refine it.
CONFIDENTIAL - DO NOT DISTRIBUTE
Survival Skill Mastered:
CONFIDENTIAL - DO NOT DISTRIBUTE
Focus
Clarity
Empathy
Storytelling
“Iterate, Iterate, Iterate” 
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Since 2004 we’ve been the first choice for companies such
as TomTom and Carbonite. Our foc...
CONFIDENTIAL - DO NOT DISTRIBUTE
Our company stands for excellence in design, making us
the first choice for companies lik...
CONFIDENTIAL - DO NOT DISTRIBUTE
Since 2004, we have focused on monetizing the user
experience, and helping your business ...
Once you know your
story, tell it over and over
until it sounds right.
CONFIDENTIAL - DO NOT DISTRIBUTE
Survival Skill Mastered:
CONFIDENTIAL - DO NOT DISTRIBUTE
Focus
Clarity
Empathy
Storytelling
Precision
“Say More with Less” 
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
While it is a myth that
users don’t read on the
internet, they’ll appreciate
your brevity and speak up
if they want more.
...
Survival Skill Mastered:
CONFIDENTIAL - DO NOT DISTRIBUTE
Focus
Clarity
Empathy
Storytelling
Precision
Brevity
Site Content
CONFIDENTIAL - DO NOT DISTRIBUTE
“Do They Get It?”
(At-A-Glance) 
CONFIDENTIAL - DO NOT DISTRIBUTE
Conduct a 5 second test for initial
impressions. 
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
User experience
design, but it was
hard to read.
CONFIDENTIAL - DO NOT DISTRIBUTE
Clean layout
Quirky
Fun
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Wasn’t sure if it was
sales or marketing.
Seemed to be about
relationship management
CONFIDENTIAL - DO NOT DISTRIBUTE
Clear
Concise
A little boring
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Having stronger,
more relationships
with customers.
Liked the visual.
CONFIDENTIAL - DO NOT DISTRIBUTE
Informal
Cute
Fun
A 5-second test can
tell you if your
content is effective,
at a glance.
CONFIDENTIAL - DO NOT DISTRIBUTE
Survival Skill Mastered:
CONFIDENTIAL - DO NOT DISTRIBUTE
Focus
Clarity
Empathy
Storytelling
Precision
Brevity
Impact
“Which is Better?” 
CONFIDENTIAL - DO NOT DISTRIBUTE
Carbonite Split Test
CONFIDENTIAL - DO NOT DISTRIBUTE
Original Content
The Better Backup
Plan
Just install Carbonite and
i...
Carbonite Split Test
CONFIDENTIAL - DO NOT DISTRIBUTE
Original Content Updated Content
25% increase
in sign-ups
Sad times.
Whether a whole new
design or just the wording
of one button, an A/B test
allows post-launch
iterations for continued
impr...
Survival Skill Mastered:
CONFIDENTIAL - DO NOT DISTRIBUTE
Focus
Clarity
Empathy
Storytelling
Precision
Brevity
Impact
Appr...
“Do They Get It?”
(In-Depth Content) 
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
Follow up Questions:
-  Summarize the article.
-  What are the 7 symptoms?
-  Describe the conditions in which each of
the...
Conduct in-depth
content tests to ensure
users comprehend the
information you are
sharing.
CONFIDENTIAL - DO NOT DISTRIBUTE
Survival Skill Mastered:
CONFIDENTIAL - DO NOT DISTRIBUTE
Focus
Clarity
Empathy
Storytelling
Precision
Brevity
Impact
Appr...
Go for the MVP of
content, the way you
would for a new
feature set or app.
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
May 2011 – May 2012
14 Leads
~1.17 leads/month
18% qualified
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
May 2012 – August 2013
41 Leads
~2.73 leads/month
25% qualified
CONFIDENTIAL - DO NOT DISTRIBUTE
CONFIDENTIAL - DO NOT DISTRIBUTE
August 2013 – April 2014
46 Leads
~5.75 leads/month
54% qualified
Questions?
CONFIDENTIAL - DO NOT DISTRIBUTE
http://isurvivedmycontentstrategy.com

CONFIDENTIAL - DO NOT DISTRIBUTE
Excellent Content Strategists
•  Brain Traffic

http://braintraffic.com/
•  Margot Bloomstein 

http://appropriateinc.com/
•  ...
Articles & Slideshares
•  A Content Strategy RoadMap 

http://www.slideshare.net/khalvorson/a-
content-strategy-roadmap
• ...
CONFIDENTIAL - DO NOT DISTRIBUTE
Thanks for attending! 

Have more questions? Reach out:
heather.oneill@abovethefolddesign...
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The Emergency Content Strategy Survival Kit – Heather O'Neill

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Content strategy as a discipline is on the rise, as more and more organizations recognize the need for it – but what if you don't have a content strategist in easy reach? If you don't have a content strategist in-house or on retainer, and your organization is full of folks who wouldn't know an adverb if it bit them, there are nevertheless some simple techniques you can use to reveal the right message hiding in any piece of web content.

Should you hire a content strategist? Yes, under ideal circumstances, you should. But there will always be those home-grown, cash-strapped, gotta-launch-in-3-days efforts where the content needs to be done, and needs to be done right – and it needs to be done by you. This talk will be your Content Strategy Survival Kit, tucked in your desk under emergency glass. Don't be afraid to break it.

Attendees will learn simple, practical content strategy tips and techniques so that they can put on their Content Strategist hats whenever the need arises. From storytelling and messaging to organization and flow, we'll cover all the bases needed in order to bring out the best in your content, even on a tight schedule. We'll walk through these tips in the context of a real-life case study: the story of how my team and I created our own Survival Kit in our organization when we had a website to launch in a hurry. I'll take lessons from that story and explore how attendees can apply them in their own organizations.

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The Emergency Content Strategy Survival Kit – Heather O'Neill

  1. 1. Heather O’Neill! @hlrjo
  2. 2. http://isurvivedmycontentstrategy.com CONFIDENTIAL - DO NOT DISTRIBUTE
  3. 3. CONFIDENTIAL - DO NOT DISTRIBUTE
  4. 4. CONFIDENTIAL - DO NOT DISTRIBUTE Too Much Text
  5. 5. CONFIDENTIAL - DO NOT DISTRIBUTE Too Much Text No One Cares
  6. 6. CONFIDENTIAL - DO NOT DISTRIBUTE Too Much Text No One Cares Side to Side Navigation?!
  7. 7. CONFIDENTIAL - DO NOT DISTRIBUTE Too Much Text No One Cares Side to Side Navigation?!
  8. 8. CONFIDENTIAL - DO NOT DISTRIBUTE
  9. 9. CONFIDENTIAL - DO NOT DISTRIBUTE
  10. 10. CONFIDENTIAL - DO NOT DISTRIBUTE
  11. 11. CONFIDENTIAL - DO NOT DISTRIBUTE
  12. 12. CONFIDENTIAL - DO NOT DISTRIBUTE
  13. 13. Why should you care? CONFIDENTIAL - DO NOT DISTRIBUTE
  14. 14. CONFIDENTIAL - DO NOT DISTRIBUTE
  15. 15. CONFIDENTIAL - DO NOT DISTRIBUTE
  16. 16. CONFIDENTIAL - DO NOT DISTRIBUTE
  17. 17. CONFIDENTIAL - DO NOT DISTRIBUTE
  18. 18. CONFIDENTIAL - DO NOT DISTRIBUTE
  19. 19. CONFIDENTIAL - DO NOT DISTRIBUTE
  20. 20. Nothing says more about what you think of your users than error messages. Scott Berkun http://scottberkun.com/essays/10-the-web-shouldnt-be-a-comedy-of-errors/ CONFIDENTIAL - DO NOT DISTRIBUTE
  21. 21. CONFIDENTIAL - DO NOT DISTRIBUTE
  22. 22. CONFIDENTIAL - DO NOT DISTRIBUTE
  23. 23. CONFIDENTIAL - DO NOT DISTRIBUTE Caveats, Provisos, & Quid Pro Quos
  24. 24. CONFIDENTIAL - DO NOT DISTRIBUTE I am not a Content Strategist
  25. 25. CONFIDENTIAL - DO NOT DISTRIBUTE Content Strategy encompasses more than I will discuss today
  26. 26. CONFIDENTIAL - DO NOT DISTRIBUTE Hire a real Content Strategist for best results
  27. 27. The Survival Guide Survival Tactic 1: Back Away Survival Tactic 2: Stay on the Trail Survival Tactic 3: Test for Safety CONFIDENTIAL - DO NOT DISTRIBUTE
  28. 28. CONFIDENTIAL - DO NOT DISTRIBUTE
  29. 29. “Who Cares?” CONFIDENTIAL - DO NOT DISTRIBUTE
  30. 30. CONFIDENTIAL - DO NOT DISTRIBUTE
  31. 31. CONFIDENTIAL - DO NOT DISTRIBUTE
  32. 32. CONFIDENTIAL - DO NOT DISTRIBUTE High Level Goal: •  Increase Product Success (exposure, sales) •  Increase Team Productivity (reduce costs, speed up delivery) •  Beat the Competition (increase market share) •  Keep CEO and Other Execs Happy
  33. 33. It is better to design for one real person – even if they're not the right person – than to design for "everyone." CONFIDENTIAL - DO NOT DISTRIBUTE
  34. 34. CONFIDENTIAL - DO NOT DISTRIBUTE
  35. 35. Survival Skill Mastered: CONFIDENTIAL - DO NOT DISTRIBUTE Focus
  36. 36. “The Elevator Pitch” CONFIDENTIAL - DO NOT DISTRIBUTE
  37. 37. Core Message Above the Fold helps software companies improve the design & experience of their web and mobile applications. CONFIDENTIAL - DO NOT DISTRIBUTE
  38. 38. Core Message Above the Fold solves users’ problems through design. CONFIDENTIAL - DO NOT DISTRIBUTE
  39. 39. Core Message Above the Fold solves users’ problems through design. CONFIDENTIAL - DO NOT DISTRIBUTE
  40. 40. Get down to the essence of what people need to know about you. CONFIDENTIAL - DO NOT DISTRIBUTE
  41. 41. Survival Skill Mastered: CONFIDENTIAL - DO NOT DISTRIBUTE Focus Clarity
  42. 42. “Speak the Language” CONFIDENTIAL - DO NOT DISTRIBUTE
  43. 43. CONFIDENTIAL - DO NOT DISTRIBUTE
  44. 44. CONFIDENTIAL - DO NOT DISTRIBUTE Voice & Tone Table https://blog.gathercontent.com/a-simple-tool-to-guide-tone-of-voice
  45. 45. CONFIDENTIAL - DO NOT DISTRIBUTE ATF’s Table
  46. 46. If we want users to like our software we should design it to behave like a likeable person: respectful, generous and helpful. Alan Cooper CONFIDENTIAL - DO NOT DISTRIBUTE
  47. 47. CONFIDENTIAL - DO NOT DISTRIBUTE
  48. 48. Survival Skill Mastered: CONFIDENTIAL - DO NOT DISTRIBUTE Focus Clarity Empathy Message Hierarchy
  49. 49. CONFIDENTIAL - DO NOT DISTRIBUTE
  50. 50. CONFIDENTIAL - DO NOT DISTRIBUTE
  51. 51. “Tell Your Story” CONFIDENTIAL - DO NOT DISTRIBUTE
  52. 52. CONFIDENTIAL - DO NOT DISTRIBUTE Why are customers coming to ATF? •  Be impressed •  Establish/confirm skills & expertise •  See past work •  Get in touch
  53. 53. CONFIDENTIAL - DO NOT DISTRIBUTE
  54. 54. CONFIDENTIAL - DO NOT DISTRIBUTE
  55. 55. CONFIDENTIAL - DO NOT DISTRIBUTE
  56. 56. CONFIDENTIAL - DO NOT DISTRIBUTE Something about making a good first impression.
  57. 57. CONFIDENTIAL - DO NOT DISTRIBUTE Something about making a good first impression. …make your users love it immediately and think about it later and tell their friends, maybe
  58. 58. Just get the ideas out there on paper. Once you know the story, you can refine it. CONFIDENTIAL - DO NOT DISTRIBUTE
  59. 59. Survival Skill Mastered: CONFIDENTIAL - DO NOT DISTRIBUTE Focus Clarity Empathy Storytelling
  60. 60. “Iterate, Iterate, Iterate” CONFIDENTIAL - DO NOT DISTRIBUTE
  61. 61. CONFIDENTIAL - DO NOT DISTRIBUTE
  62. 62. CONFIDENTIAL - DO NOT DISTRIBUTE Since 2004 we’ve been the first choice for companies such as TomTom and Carbonite. Our focus on relationships makes us more than just a vendor – we become an extension of your existing team.
  63. 63. CONFIDENTIAL - DO NOT DISTRIBUTE Our company stands for excellence in design, making us the first choice for companies like TomTom and Carbonite. Not only do we have high standards for the people we hire, but for taking care of you and your customers.
  64. 64. CONFIDENTIAL - DO NOT DISTRIBUTE Since 2004, we have focused on monetizing the user experience, and helping your business do the same. Our company stands for excellence in design, making us the first choice for companies like TomTom and Carbonite.
  65. 65. Once you know your story, tell it over and over until it sounds right. CONFIDENTIAL - DO NOT DISTRIBUTE
  66. 66. Survival Skill Mastered: CONFIDENTIAL - DO NOT DISTRIBUTE Focus Clarity Empathy Storytelling Precision
  67. 67. “Say More with Less” CONFIDENTIAL - DO NOT DISTRIBUTE
  68. 68. CONFIDENTIAL - DO NOT DISTRIBUTE
  69. 69. CONFIDENTIAL - DO NOT DISTRIBUTE
  70. 70. While it is a myth that users don’t read on the internet, they’ll appreciate your brevity and speak up if they want more. CONFIDENTIAL - DO NOT DISTRIBUTE
  71. 71. Survival Skill Mastered: CONFIDENTIAL - DO NOT DISTRIBUTE Focus Clarity Empathy Storytelling Precision Brevity Site Content
  72. 72. CONFIDENTIAL - DO NOT DISTRIBUTE
  73. 73. “Do They Get It?” (At-A-Glance) CONFIDENTIAL - DO NOT DISTRIBUTE
  74. 74. Conduct a 5 second test for initial impressions. CONFIDENTIAL - DO NOT DISTRIBUTE
  75. 75. CONFIDENTIAL - DO NOT DISTRIBUTE
  76. 76. CONFIDENTIAL - DO NOT DISTRIBUTE User experience design, but it was hard to read.
  77. 77. CONFIDENTIAL - DO NOT DISTRIBUTE Clean layout Quirky Fun
  78. 78. CONFIDENTIAL - DO NOT DISTRIBUTE
  79. 79. CONFIDENTIAL - DO NOT DISTRIBUTE Wasn’t sure if it was sales or marketing. Seemed to be about relationship management
  80. 80. CONFIDENTIAL - DO NOT DISTRIBUTE Clear Concise A little boring
  81. 81. CONFIDENTIAL - DO NOT DISTRIBUTE
  82. 82. CONFIDENTIAL - DO NOT DISTRIBUTE Having stronger, more relationships with customers. Liked the visual.
  83. 83. CONFIDENTIAL - DO NOT DISTRIBUTE Informal Cute Fun
  84. 84. A 5-second test can tell you if your content is effective, at a glance. CONFIDENTIAL - DO NOT DISTRIBUTE
  85. 85. Survival Skill Mastered: CONFIDENTIAL - DO NOT DISTRIBUTE Focus Clarity Empathy Storytelling Precision Brevity Impact
  86. 86. “Which is Better?” CONFIDENTIAL - DO NOT DISTRIBUTE
  87. 87. Carbonite Split Test CONFIDENTIAL - DO NOT DISTRIBUTE Original Content The Better Backup Plan Just install Carbonite and it starts backing up your files - automatically and in the background. Updated Content Back up today and rest easy When you’re on your computer all day you need constant, automatic backup for your files.
  88. 88. Carbonite Split Test CONFIDENTIAL - DO NOT DISTRIBUTE Original Content Updated Content 25% increase in sign-ups Sad times.
  89. 89. Whether a whole new design or just the wording of one button, an A/B test allows post-launch iterations for continued improvement. CONFIDENTIAL - DO NOT DISTRIBUTE
  90. 90. Survival Skill Mastered: CONFIDENTIAL - DO NOT DISTRIBUTE Focus Clarity Empathy Storytelling Precision Brevity Impact Appropriateness
  91. 91. “Do They Get It?” (In-Depth Content) CONFIDENTIAL - DO NOT DISTRIBUTE
  92. 92. CONFIDENTIAL - DO NOT DISTRIBUTE
  93. 93. Follow up Questions: -  Summarize the article. -  What are the 7 symptoms? -  Describe the conditions in which each of these symptoms may be a problem. CONFIDENTIAL - DO NOT DISTRIBUTE
  94. 94. Conduct in-depth content tests to ensure users comprehend the information you are sharing. CONFIDENTIAL - DO NOT DISTRIBUTE
  95. 95. Survival Skill Mastered: CONFIDENTIAL - DO NOT DISTRIBUTE Focus Clarity Empathy Storytelling Precision Brevity Impact Appropriateness Resonance Validation
  96. 96. Go for the MVP of content, the way you would for a new feature set or app. CONFIDENTIAL - DO NOT DISTRIBUTE
  97. 97. CONFIDENTIAL - DO NOT DISTRIBUTE
  98. 98. CONFIDENTIAL - DO NOT DISTRIBUTE May 2011 – May 2012 14 Leads ~1.17 leads/month 18% qualified
  99. 99. CONFIDENTIAL - DO NOT DISTRIBUTE
  100. 100. CONFIDENTIAL - DO NOT DISTRIBUTE May 2012 – August 2013 41 Leads ~2.73 leads/month 25% qualified
  101. 101. CONFIDENTIAL - DO NOT DISTRIBUTE
  102. 102. CONFIDENTIAL - DO NOT DISTRIBUTE August 2013 – April 2014 46 Leads ~5.75 leads/month 54% qualified
  103. 103. Questions? CONFIDENTIAL - DO NOT DISTRIBUTE
  104. 104. http://isurvivedmycontentstrategy.com CONFIDENTIAL - DO NOT DISTRIBUTE
  105. 105. Excellent Content Strategists •  Brain Traffic
 http://braintraffic.com/ •  Margot Bloomstein 
 http://appropriateinc.com/ •  Aha Media Group
 http://www.ahamediagroup.com/ •  Sarah Wachter-Boettcher
 http://www.sarawb.com/ CONFIDENTIAL - DO NOT DISTRIBUTE
  106. 106. Articles & Slideshares •  A Content Strategy RoadMap 
 http://www.slideshare.net/khalvorson/a- content-strategy-roadmap •  Why You Need a Content Strategist
 http://boagworld.com/content-strategy/ content-strategist/ •  MailChimp’s Voice & Tone Guide
 http://voiceandtone.com/ •  7 Copywriting Tips
 http://www.copyblogger.com/scientific- copywriting/ CONFIDENTIAL - DO NOT DISTRIBUTE
  107. 107. CONFIDENTIAL - DO NOT DISTRIBUTE Thanks for attending! Have more questions? Reach out: heather.oneill@abovethefolddesign.com @HLRJO @abovethefold    
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