The Emergency Content Strategy Survival Kit – Heather O'Neill

  • 1,613 views
Uploaded on

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 …

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.

More in: Design , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,613
On Slideshare
0
From Embeds
0
Number of Embeds
4

Actions

Shares
Downloads
6
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Heather O’Neill! @hlrjo
  • 2. http://isurvivedmycontentstrategy.com CONFIDENTIAL - DO NOT DISTRIBUTE
  • 3. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 4. CONFIDENTIAL - DO NOT DISTRIBUTE Too Much Text
  • 5. CONFIDENTIAL - DO NOT DISTRIBUTE Too Much Text No One Cares
  • 6. CONFIDENTIAL - DO NOT DISTRIBUTE Too Much Text No One Cares Side to Side Navigation?!
  • 7. CONFIDENTIAL - DO NOT DISTRIBUTE Too Much Text No One Cares Side to Side Navigation?!
  • 8. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 9. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 10. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 11. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 12. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 13. Why should you care? CONFIDENTIAL - DO NOT DISTRIBUTE
  • 14. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 15. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 16. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 17. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 18. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 19. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 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. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 22. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 23. CONFIDENTIAL - DO NOT DISTRIBUTE Caveats, Provisos, & Quid Pro Quos
  • 24. CONFIDENTIAL - DO NOT DISTRIBUTE I am not a Content Strategist
  • 25. CONFIDENTIAL - DO NOT DISTRIBUTE Content Strategy encompasses more than I will discuss today
  • 26. CONFIDENTIAL - DO NOT DISTRIBUTE Hire a real Content Strategist for best results
  • 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. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 29. “Who Cares?” CONFIDENTIAL - DO NOT DISTRIBUTE
  • 30. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 31. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 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. 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. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 35. Survival Skill Mastered: CONFIDENTIAL - DO NOT DISTRIBUTE Focus
  • 36. “The Elevator Pitch” CONFIDENTIAL - DO NOT DISTRIBUTE
  • 37. Core Message Above the Fold helps software companies improve the design & experience of their web and mobile applications. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 38. Core Message Above the Fold solves users’ problems through design. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 39. Core Message Above the Fold solves users’ problems through design. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 40. Get down to the essence of what people need to know about you. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 41. Survival Skill Mastered: CONFIDENTIAL - DO NOT DISTRIBUTE Focus Clarity
  • 42. “Speak the Language” CONFIDENTIAL - DO NOT DISTRIBUTE
  • 43. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 44. CONFIDENTIAL - DO NOT DISTRIBUTE Voice & Tone Table https://blog.gathercontent.com/a-simple-tool-to-guide-tone-of-voice
  • 45. CONFIDENTIAL - DO NOT DISTRIBUTE ATF’s Table
  • 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. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 48. Survival Skill Mastered: CONFIDENTIAL - DO NOT DISTRIBUTE Focus Clarity Empathy Message Hierarchy
  • 49. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 50. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 51. “Tell Your Story” CONFIDENTIAL - DO NOT DISTRIBUTE
  • 52. CONFIDENTIAL - DO NOT DISTRIBUTE Why are customers coming to ATF? •  Be impressed •  Establish/confirm skills & expertise •  See past work •  Get in touch
  • 53. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 54. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 55. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 56. CONFIDENTIAL - DO NOT DISTRIBUTE Something about making a good first impression.
  • 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. Just get the ideas out there on paper. Once you know the story, you can refine it. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 59. Survival Skill Mastered: CONFIDENTIAL - DO NOT DISTRIBUTE Focus Clarity Empathy Storytelling
  • 60. “Iterate, Iterate, Iterate” CONFIDENTIAL - DO NOT DISTRIBUTE
  • 61. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 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. 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. 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. Once you know your story, tell it over and over until it sounds right. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 66. Survival Skill Mastered: CONFIDENTIAL - DO NOT DISTRIBUTE Focus Clarity Empathy Storytelling Precision
  • 67. “Say More with Less” CONFIDENTIAL - DO NOT DISTRIBUTE
  • 68. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 69. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 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. Survival Skill Mastered: CONFIDENTIAL - DO NOT DISTRIBUTE Focus Clarity Empathy Storytelling Precision Brevity Site Content
  • 72. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 73. “Do They Get It?” (At-A-Glance) CONFIDENTIAL - DO NOT DISTRIBUTE
  • 74. Conduct a 5 second test for initial impressions. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 75. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 76. CONFIDENTIAL - DO NOT DISTRIBUTE User experience design, but it was hard to read.
  • 77. CONFIDENTIAL - DO NOT DISTRIBUTE Clean layout Quirky Fun
  • 78. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 79. CONFIDENTIAL - DO NOT DISTRIBUTE Wasn’t sure if it was sales or marketing. Seemed to be about relationship management
  • 80. CONFIDENTIAL - DO NOT DISTRIBUTE Clear Concise A little boring
  • 81. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 82. CONFIDENTIAL - DO NOT DISTRIBUTE Having stronger, more relationships with customers. Liked the visual.
  • 83. CONFIDENTIAL - DO NOT DISTRIBUTE Informal Cute Fun
  • 84. A 5-second test can tell you if your content is effective, at a glance. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 85. Survival Skill Mastered: CONFIDENTIAL - DO NOT DISTRIBUTE Focus Clarity Empathy Storytelling Precision Brevity Impact
  • 86. “Which is Better?” CONFIDENTIAL - DO NOT DISTRIBUTE
  • 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. Carbonite Split Test CONFIDENTIAL - DO NOT DISTRIBUTE Original Content Updated Content 25% increase in sign-ups Sad times.
  • 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. Survival Skill Mastered: CONFIDENTIAL - DO NOT DISTRIBUTE Focus Clarity Empathy Storytelling Precision Brevity Impact Appropriateness
  • 91. “Do They Get It?” (In-Depth Content) CONFIDENTIAL - DO NOT DISTRIBUTE
  • 92. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 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. Conduct in-depth content tests to ensure users comprehend the information you are sharing. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 95. Survival Skill Mastered: CONFIDENTIAL - DO NOT DISTRIBUTE Focus Clarity Empathy Storytelling Precision Brevity Impact Appropriateness Resonance Validation
  • 96. Go for the MVP of content, the way you would for a new feature set or app. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 97. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 98. CONFIDENTIAL - DO NOT DISTRIBUTE May 2011 – May 2012 14 Leads ~1.17 leads/month 18% qualified
  • 99. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 100. CONFIDENTIAL - DO NOT DISTRIBUTE May 2012 – August 2013 41 Leads ~2.73 leads/month 25% qualified
  • 101. CONFIDENTIAL - DO NOT DISTRIBUTE
  • 102. CONFIDENTIAL - DO NOT DISTRIBUTE August 2013 – April 2014 46 Leads ~5.75 leads/month 54% qualified
  • 103. Questions? CONFIDENTIAL - DO NOT DISTRIBUTE
  • 104. http://isurvivedmycontentstrategy.com CONFIDENTIAL - DO NOT DISTRIBUTE
  • 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. 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. CONFIDENTIAL - DO NOT DISTRIBUTE Thanks for attending! Have more questions? Reach out: heather.oneill@abovethefolddesign.com @HLRJO @abovethefold