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Content for Your Audience
 

Content for Your Audience

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Presented 7/11/2013 at the Content Strategy Workshops. Lots of great book and website recommendations!

Presented 7/11/2013 at the Content Strategy Workshops. Lots of great book and website recommendations!

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    Content for Your Audience Content for Your Audience Presentation Transcript

    • Content Designed for Your Audience Laura Creekmore @lauracreekmore http://slideshare.net/lauracreekmore 1Thursday, July 11, 13
    • 2Thursday, July 11, 13
    • http://www.flickr.com/photos/sa_steve/ 3Thursday, July 11, 13
    • http://www.flickr.com/photos/jurvetson/ 4Thursday, July 11, 13
    • 0 5Thursday, July 11, 13
    • http://www.flickr.com/photos/scottfeldstein/ 6Thursday, July 11, 13
    • 7Thursday, July 11, 13
    • http://www.flickr.com/photos/pamelav/ 8Thursday, July 11, 13
    • Photo by http://www.flickr.com/photos/rhysasplundh/ 9Thursday, July 11, 13
    • http://www.flickr.com/photos/joeshlabotnik/ 10Thursday, July 11, 13
    • 11Thursday, July 11, 13
    • Photo by http://www.flickr.com/photos/aussiegall/ 12Thursday, July 11, 13
    • Photo by http://www.flickr.com/photos/epsos/ 13Thursday, July 11, 13
    • Photo by http://www.flickr.com/photos/mdpettitt/ 14Thursday, July 11, 13
    • Photo by http://www.flickr.com/photos/gwp57// 15Thursday, July 11, 13
    • 16Thursday, July 11, 13
    • I want to know if people like me liked this product. 16Thursday, July 11, 13
    • I want to know if people like me liked this product. I want to find out what my shipping options are. 16Thursday, July 11, 13
    • I want to know if people like me liked this product. I want to find out what my shipping options are. I need directions 16Thursday, July 11, 13
    • I want to know if people like me liked this product. I want to find out what my shipping options are. I need directions to the restaurant. 16Thursday, July 11, 13
    • http://www.flickr.com/photos/deizans/With thanks to Daniel Eizans 17Thursday, July 11, 13
    • http://www.flickr.com/photos/deizans/ 18Thursday, July 11, 13
    • http://www.flickr.com/photos/deizans/ 18Thursday, July 11, 13
    • http://www.flickr.com/photos/deizans/ 18Thursday, July 11, 13
    • http://www.flickr.com/photos/deizans/ 18Thursday, July 11, 13
    • http://www.flickr.com/photos/deizans/ 19Thursday, July 11, 13
    • http://www.flickr.com/photos/deizans/ 19Thursday, July 11, 13
    • http://www.flickr.com/photos/deizans/ 19Thursday, July 11, 13
    • http://www.flickr.com/photos/deizans/ 19Thursday, July 11, 13
    • 20Thursday, July 11, 13
    • 21Thursday, July 11, 13
    • http://www.flickr.com/photos/rosenfeldmedia/ 22Thursday, July 11, 13
    • 23Thursday, July 11, 13
    • http://www.flickr.com/photos/crystiancruz/ 24Thursday, July 11, 13
    • 25Thursday, July 11, 13
    • http://www.flickr.com/photos/krcla/ 26Thursday, July 11, 13
    • http://www.flickr.com/photos/shine3/ 27Thursday, July 11, 13
    • 28Thursday, July 11, 13
    • 29Thursday, July 11, 13
    • Surveys Usability Testing Web Analytics 30Thursday, July 11, 13
    • 31Thursday, July 11, 13
    • With thanks to Daniel Eizans 32Thursday, July 11, 13
    • http://www.flickr.com/photos/inquiettudes/ 33Thursday, July 11, 13
    • http://www.flickr.com/photos/nnova/ 34Thursday, July 11, 13
    • http://www.flickr.com/photos/bayasaa/ 35Thursday, July 11, 13
    • With thanks to Daniel Eizans 36Thursday, July 11, 13
    • 37Thursday, July 11, 13
    • Audience Needs + Business Goals Content 38Thursday, July 11, 13
    • •Channels •Messages •Edit Calendar •Content Templates •CMS Decisions 39Thursday, July 11, 13
    • •SEO •Accessibility •Readability •Suitability 40Thursday, July 11, 13
    • http://www.flickr.com/photos/tm_10001/ 41Thursday, July 11, 13
    • How Will I Know? http://www.flickr.com/photos/tm_10001/ 41Thursday, July 11, 13
    • http://www.readability-score.com/ Reading Level Tests 42Thursday, July 11, 13
    • 43Thursday, July 11, 13
    • I am going to the store today. 43Thursday, July 11, 13
    • I am going to the store today. Store the going today I am to. 43Thursday, July 11, 13
    • When you feel chest pains, you need urgent medical attention. Please don't wait to see if you feel better, or postpone going to the physician because you don't want to be a bother. Your physician would much rather check you out and send you home with a diagnosis of heartburn than have you sit at home and die of a heart attack. 44Thursday, July 11, 13
    • What to do if you feel chest pains: Get urgent medical attention. Don't wait to see if you feel better, or put off going to the doctor. Your health is important to your doctor. Your doctor is the best person to see what is wrong. Your life could be at stake! 45Thursday, July 11, 13
    • What to do if you feel chest pains: Get urgent medical attention. Don't wait to see if you feel better, or put off going to the hospital. Your health is important to your physician. Your physician is the best person to see what is wrong. Your life could be at stake! 46Thursday, July 11, 13
    • http://contentsmagazine.com/articles/ the-audience-you-didn%E2%80%99t-know-you-had/ 47Thursday, July 11, 13
    • http://plainlanguage.gov http://centerforplainlanguage.org 48Thursday, July 11, 13
    • 49Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. 50Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon 50Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the 50Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National 50Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake 50Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout 50Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country 50Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is 50Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming 50Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which 50Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take 50Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy 50Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space 50Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space skiing 50Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space skiing water 50Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space skiing water want 50Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space skiing water want grid 50Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space skiing water want grid Flaming 50Thursday, July 11, 13
    • A Fisherman’s Paradise Flaming Gorge National Recreation Area is the perfect getaway for all types of vacationers—especially fishermen Enclosed by bright red __________ walls and situated amidst __________ rolling hills of Ashley __________ Forest lies Flaming Gorge __________ —one of the best __________ fishing destinations in the __________ . e 91-mile lake __________ the gem of the __________ Gorge National Recreation area, __________ draws in vacationers who __________ advantage of the lake’s __________ -sized trout and ample __________ for boating, skiing, jet __________ , house boating and other __________ sports. For people who __________ to get off the __________ for a few days, __________ Gorge National Recreation Area is __________ perfect retreat. canyon the National Lake trout country is Flaming which take trophy space skiing water want grid Flaming the 50Thursday, July 11, 13
    • Usability and A/B Testing 51Thursday, July 11, 13
    • http://alistapart.com/ article/testing-content 52Thursday, July 11, 13
    • http://www.flickr.com/photos/ben_grey/ 53Thursday, July 11, 13
    • Everyone talks to customers 54Thursday, July 11, 13
    • Personas are part of the team 55Thursday, July 11, 13
    • 56Thursday, July 11, 13
    • Selling it 57Thursday, July 11, 13
    • http://www.flickr.com/photos/8906966@N02/ 58Thursday, July 11, 13
    • http://workshop.creekcontent.com /july-2013 59Thursday, July 11, 13
    • @lauracreekmore http://slideshare.net/lauracreekmore 60Thursday, July 11, 13